Using Google Analytics to measure your marketing across the customer journey.
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Right, as marketing folk we -know- that our customers take their own unique journey, and their intent at each stage with our brand will change -only- when they are ready to move to the next stage in the relationship. The problem is that reporting and ROI for our marketing skews to the last channel, campaign or page that scored the goal getting all the credit. See every high school drama, ever made. “Hi there quarterback *waves*” Imagine though, being able to show the person who signs the cheque - aka your budget, your agency, your job, the impact of the work -you- are doing, wouldn’t that be dandy? Those featured snippets you’re ranking #1 for which satisfy the pain aware stage, how do you keep that work going with budget when you can’t prove the value? Or the blog posts that do a great job in getting links, but not driving cash money. Or pretty much anything, ever. This talk dives into how you can use Google Analytics (GA) to measure your users intent and the effectiveness of your campaigns at each stage of the journey, as well as highlighting some freaky little quirks within GA that may have cost you dearly. It’s not too late, dear reader.
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Using Google Analytics to measure your marketing across the customer journey.
- 1. © THE COLORING IN DEPARTMENT 2018 @ColoringIn HOW TO KEEP YOUR JOB AND NOT ALIENATE CHANNELS: USING GA TO MEASURE YOUR MARKETING ACROSS THE CUSTOMER JOURNEY
- 2. © THE COLORING IN DEPARTMENT 2019 @ColoringIn THE CUSTOMER JOURNEY
- 3. © THE COLORING IN DEPARTMENT 2019 @ColoringIn IT STARTS WITH A PERSONA
- 4. © THE COLORING IN DEPARTMENT 2019 @ColoringIn LANGUAGE BARRIER Be careful to avoid words that your customer may know, but don’t ever actually use. A company claiming that it is “multi- platform” or their website is “responsive for all devices” is industry jargon. How does your customer actually speak? THINK AND FEEL What are the customers’ hopes, fear, and dreams? What do they think about during the day? SAY AND DO How do your customers act? Where do they speak out? Do they use social media? SEE What does the customer environment look like? What do they see? HEAR Who influences the customer? Celebrities? Their EMPATHY MAPS
- 5. @ColoringIn© THE COLORING IN DEPARTMENT 2019 STAGES OF AWARENESS PAIN OR PROBLEM AWARE 1 SOLUTION AWARE 2 PRODUCT AWARE 3 MOST AWARE 4
- 6. @ColoringIn© THE COLORING IN DEPARTMENT 2019 PAIN OR PROBLEM AWARE SOLUTION AWARE PRODUCT AWARE MOST AWARE NON BRAND FOCUSED KEYWORDS KEYWORD THINKING BRAND & NON BRAND FOCUSED KEYWORDS BRAND FOCUSED KEYWORDS 1 2 3 4
- 7. @ColoringIn© THE COLORING IN DEPARTMENT 2019 INFOGRAPHICS, QUIZES, BLOGS CONTENT FORMATS EBOOKS, VIDEO, WEBINARS CASE STUDIES, REPORTS, TECH DOCS PAIN OR PROBLEM AWARE SOLUTION AWARE PRODUCT AWARE MOST AWARE 1 2 3 4
- 8. @ColoringIn© THE COLORING IN DEPARTMENT 2019 SOCIAL MEDIA, ORGANIC MARKETING CHANNELS* INFLUENCER, AFFILIATES, EMAIL RETARGETING, PPC PAIN OR PROBLEM AWARE SOLUTION AWARE PRODUCT AWARE MOST AWARE 1 2 3 4 *example customer journey
- 9. The Consumer Cross Stitch ModelThe Consumer Cross Stitch ModelThe Consumer Cross Stitch ModelThe Consumer Cross Stitch ModelThe Consumer Cross Stitch ModelThe Consumer Cross Stitch Model © THE COLORING IN DEPARTMENT 2019 @ColoringIn STAGE OF AWARENESS CUSTOMER EMPATHY MAP KEYWORD MODIFIERS URLS SERPS PAIN OR PROBLEM AWARE THINK & FEEL WHAT WHERE HOW WHO WHY /WHAT- IS… SOLUTION AWARE SEE BEST TYPES REVIEW /BEST… PRODUCT AWARE HEAR LOCAL (CITY ETC) BRANDED /NEAR… MOST AWARE SAY & DO BRAND BUY APPOINTMENT DEALS DISCOUNT CODE /BUY… $9.99
- 10. © THE COLORING IN DEPARTMENT 2019 @ColoringIn STAGES OF AWARENESS: PAIN AWARE STAGE OF AWARENESS: Pain or Problem Aware KEYWORD MODIFIERS: What should look for in a Tokyo hotel? How to find a great hotel in Tokyo? Why do you need a view from the room? What is the breakfast all you can eat thing called? Which hotel is in Lost In Translation? CUSTOMER EMPATHY MAP: THINK & FEEL URLS company.com/which-hotel-is-in-lost-in-translation SERP RESULT
- 11. © THE COLORING IN DEPARTMENT 2019 @ColoringIn URLS company.com/top-jazz-hotel-tokyo STAGES OF AWARENESS: SOLUTION AWARE Solution Aware Best hotels in Tokyo Airbnb Tokyo Best onsen Top Jazz hotels Tokyo SEE STAGE OF AWARENESS: KEYWORD MODIFIERS: CUSTOMER EMPATHY MAP: SERP RESULT
- 12. © THE COLORING IN DEPARTMENT 2019 @ColoringIn STAGES OF AWARENESS: PRODUCT AWARE Product Aware Park Hyatt Shinjuku Family Room Imperial Hotel Japan Location Hyatt near Shinjuku HEAR STAGE OF AWARENESS: KEYWORD MODIFIERS: CUSTOMER EMPATHY MAP: URLS company.com/park-hyatt-shinjuku-family-room SERP RESULT
- 13. © THE COLORING IN DEPARTMENT 2019 @ColoringIn STAGES OF AWARENESS: MOST AWARE Most Aware Hilton Tokyo v Park Hyatt Book room Park Hyatt Hyatt loyalty club discount Discount code Park Hyatt SAY & DO STAGE OF AWARENESS: KEYWORD MODIFIERS: CUSTOMER EMPATHY MAP: URLS company.com/hilton-tokyo-vs-park-hyatt SERP RESULT $9.99
- 14. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
- 15. © THE COLORING IN DEPARTMENT 2019 @ColoringIn MACRO GOALS MICRO GOALS
- 16. © THE COLORING IN DEPARTMENT 2019 @ColoringIn EXAMPLE MACRO/ MICRO GOALS • Read Case Study • Watched Video • Registered for Webinar • Listened to Podcast • Downloaded White Paper • Bought Product
- 17. © THE COLORING IN DEPARTMENT 2019 @ColoringIn YOU CAN HAVE 20 PER VIEW!
- 18. @ColoringIn© THE COLORING IN DEPARTMENT 2019 CONTENT GROUPINGS
- 19. @ColoringIn© THE COLORING IN DEPARTMENT 2019 BEHAVIOR> SITE CONTENT> ALL PAGES
- 20. @ColoringIn© THE COLORING IN DEPARTMENT 2019 CONTENT GROUPING 5 PER VIEW
- 21. @ColoringIn© THE COLORING IN DEPARTMENT 2019 CONTENT GROUPING
- 22. @ColoringIn© THE COLORING IN DEPARTMENT 2019 CONTENT GROUPING RULE SET CONTENT VIA EXTRACTION TRACKING CODE
- 23. @ColoringIn© THE COLORING IN DEPARTMENT 2019 HOW TO SET UP CONTENT GROUPING: RULES
- 24. @ColoringIn© THE COLORING IN DEPARTMENT 2019 WHAT SHOULD YOU GROUP 1. Website Navigation 2. Products 3. Brands 4. Content by Stage of Awareness 5. Content by Type
- 25. @ColoringIn© THE COLORING IN DEPARTMENT 2019 USE AS SECONDARY DIMENSIONS
- 26. @ColoringIn© THE COLORING IN DEPARTMENT 2019 USE TO CREATE SEGMENTS
- 27. © THE COLORING IN DEPARTMENT 2019 @ColoringIn WHO GETS THE CREDIT?
- 28. © THE COLORING IN DEPARTMENT 2019 @ColoringIn EXAMPLE CUSTOMER JOURNEY DirectInstagram Post Medium:Social Retargeting Display Ad Visited Website Newsletter Source: Instagram (typed url into browser) Visited Website Visited Website Medium: Display Medium: Email Source: Name of website with display advert Source: Newsletter- database
- 29. © THE COLORING IN DEPARTMENT 2019 @ColoringIn MCF REPORTS TO SHOW ROLE OF CHANNELS DirectInstagram Post Medium:Social Retargeting Display Ad Visited Website Newsletter Source: Instagram (typed url into browser) Visited Website Visited Website Medium: Display Medium: Email Source: Name of website with display advert Source: Newsletter- database
- 30. © THE COLORING IN DEPARTMENT 2019 @ColoringIn CONVERSIONS> ASSISTED CONVERSIONS
- 31. © THE COLORING IN DEPARTMENT 2019 @ColoringIn CHANGE PRIMARY DIMENSION ‘OTHER’
- 32. © THE COLORING IN DEPARTMENT 2019 @ColoringIn TYPE IN DIMENSION ‘LANDING PAGE URL’
- 33. © THE COLORING IN DEPARTMENT 2019 @ColoringIn BINGO
- 34. © THE COLORING IN DEPARTMENT 2019 @ColoringIn CONVERSIONS> TOP CONVERSION PATH
- 35. © THE COLORING IN DEPARTMENT 2019 @ColoringIn CONVERSION PATH BY LANDING PAGES
- 36. © THE COLORING IN DEPARTMENT 2018 @ColoringIn #LIFEGOALS! “I can’t wait to grow up and create 55 page report, that takes a week to create and no one reads, or understands, or cares about what I have done…”
- 37. @ColoringIn© THE COLORING IN DEPARTMENT 2019 CASE STATEMENTS IN GOOGLE DATA STUDIO
- 38. @ColoringIn© THE COLORING IN DEPARTMENT 2019 CASE STATEMENTS IN DATA STUDIO CASE WHEN (Page = “/page-type”) THEN “Group name” ELSE “Other” END CASE WHEN (Page=”/”) THEN “Home” ELSE “Other” END WHEN (REGEXP_MATCH(Page, '.*case-study.*')) THEN “Product Aware”
- 39. @ColoringIn© THE COLORING IN DEPARTMENT 2019 DEEP CRAWL + GA DATA BY STAGE OF AWARENESS
- 40. © THE COLORING IN DEPARTMENT 2019 @ColoringIn HEAT MAP MICRO AND MACRO GOALS BY CHANNEL
- 41. © THE COLORING IN DEPARTMENT 2019 @ColoringIn IMPORT MCF INTO GOOGLE SHEETS FOR DATA STUDIO
- 42. © THE COLORING IN DEPARTMENT 2019 @ColoringIn THECOLORINGINDEPARTMENT.COM