Measurement+Tracking - Independent Production Fund - Digital Marketing Workshop - Dec 2013

1,702 views

Published on

A look at the basics of analytics for screen media. Includes a discussion of static and performance metrics as well as an overview of how to setup Google Analytics and how to analyze the resultant data.

Published in: Marketing, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,702
On SlideShare
0
From Embeds
0
Number of Embeds
65
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Measurement+Tracking - Independent Production Fund - Digital Marketing Workshop - Dec 2013

  1. 1. ANALYTICS, MEASUREMENT & TRACKING (Where & When?) IPF Digital Marketing Workshop December 8, 2013
  2. 2. WHAT is analytics? Online people vote with their actions & analytics tracks & measures those actions
  3. 3. WHY is it important? KNOWLEDGE Campaigns Audience behaviour What is working & what is not POWER TO CHANGE
  4. 4. WHY is it important? POWER TO CHANGE Optimize Real-time No gatekeepers OWN YOUR OWN SUCCESS
  5. 5. WHAT should you track & measure? • Static metrics (raw numbers) • Performance metrics (context) • Regular reporting periods • Comparisons over time • Keep it simple • Focus on data that reflects your goals
  6. 6. WHAT should you track & measure? Examples of Static Metrics: • Pageviews & visits • Unique visitors • Social, search, or campaign visits • Top landing & exit pages • Sales & signups
  7. 7. WHAT should you track & measure? Performance Metrics: • Combine two or more static metrics • Expressed as averages, ratios or %s • Provide further context for static metrics
  8. 8. WHAT should you track & measure? Examples of Performance Metrics: • % of new visits • % of search or social visits • Pages/visit • Average visit length • Bounce rate • Conversion rate • Engagement rate
  9. 9. HOW to set up Google Analytics (BASIC)
  10. 10. HOW to set up Google Analytics http://www.google.com/analytics/
  11. 11. HOW to set up Google Analytics http://www.google.com/analytics/
  12. 12. HOW to set up Google Analytics http://www.google.com/analytics/
  13. 13. HOW to set up Google Analytics http://www.google.com/analytics/
  14. 14. HOW to set up Google Analytics http://www.google.com/analytics/
  15. 15. HOW to set up Google Analytics http://www.google.com/analytics/
  16. 16. HOW to setup Google Analytics Other steps: • Filter out internal IPs • Connect to Webmaster Tools & Google AdWords • Setup remarketing tracking (only currently for older .js code) • Set up Custom Reports & Dashboards • Use Flow Visualization (for visitors & goals) • Setup Goals & Funnels
  17. 17. HOW to setup Google Analytics Bonus: • Tag all URLs for promotional activities using the proper parameters https://support.google.com/analytics/answer/1033867?hl=en
  18. 18. HOW to analyze Google Analytics (BASIC)
  19. 19. HOW to analyze Google Analytics • Keep it simple • Match data to audience • Match data to goals • Track regularly (weekly, monthly) • Track trends over time
  20. 20. HOW to analyze Google Analytics http://www.google.com/analytics/
  21. 21. HOW to analyze Google Analytics http://www.google.com/analytics/
  22. 22. HOW to analyze Google Analytics http://www.google.com/analytics/
  23. 23. HOW to analyze Google Analytics http://www.google.com/analytics/
  24. 24. WHEN & WHERE exercise Identify 3 metrics of YOUR success. • Reflect business goals. • Be specific. • What’s going to make you money?
  25. 25. Example of Success Metrics: “Wizard of Oz” • Unique monthly visitors (want to demonstrate ongoing increase each month to attract advertisers & investors) • Pages/visit & top content pages (creating lots of web content & want to demonstrate engagement & understand what is most interesting to audience) • Email signups (growing audience that we own, not that FB owns & tracking where signups are coming from)
  26. 26. You can find me at: Annelise Larson annelise@veria.ca @veriatweet www.veria.ca Find this presentation at: http://www.slideshare.net/annelisedlarson/ipf-digital-marketingmeasurement-tracking-dec-2013

×