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Google Analytics For Enhanced Marketing Measurement

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Care about how to make 'Google Analytics For Enhanced Marketing Measurement' You will find this deck presented by Swapnil Sinha, Head of Conversions, Google India during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/

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Google Analytics For Enhanced Marketing Measurement

  1. 1. Digital Marketing Webinar Enhanced Marketing Measurement with Google Analytics Dec 19, 2014 | Swapnil Sinha (Head of Conversions at Google) www.digitalvidya.com
  2. 2. Google Confidential and Proprietary
  3. 3. Google Confidential and Proprietary Basics  –  The  building  blocks     Seg4entation   Marketing  ROI  for  Offline  Touches   1 2 3 Testing  4
  4. 4. Google Confidential and Proprietary What are the Basics to building an effective marketing measurement
  5. 5. Google Confidential and Proprietary Implementation Tricks Tag all your pages Customers first, Tag later! Define your unique Pageview Use Cookies, they are delicious
  6. 6. Google Confidential and Proprietary Identify all Traffic Sources with UTM Parameters http://www.yoursite.com/landingpage.html? utm_source=google&utm_medium=cpc&utm_campaign=Dec +2014+Campaign&utm_term=my+keyword http://www.yoursite.com/landingpage.html? utm_source=twitter&utm_medium=tweet&utm_campaign=Dec +18+One+Day+Sale http://www.yoursite.com/landingpage.html? utm_source=email&utm_medium=link&utm_campaign=Dec +2014+Newsletter
  7. 7. Google Confidential and Proprietary Auto-tag all Google Adwords Campaigns1 Manually tag UTM parameters for non-Adwords 2 Manually UTM tag all non-Google campaigns 3 Capture data at the lowest granularity possible 4 Tag Website Traffic Sources
  8. 8. Google Confidential and Proprietary Implementation Tricks Self Referral indicates an issueBeware of Redirects
  9. 9. Google Confidential and Proprietary Basics Continued Ad Click Site visit Ensure Channels are categorized (Channel Groupings)
  10. 10. Google Confidential and Proprietary Goals – Add context to numbers Micro vs. Macro Conversions •  Product Searches •  Product Views •  Register / Login •  Signup for Deals / Newsletter •  Clicks to “Contact Us” Page / Store Locator •  Transaction
  11. 11. Google Confidential and Proprietary Value the Goals – Helps evaluate marketing ROI •  Conversion Rate = # Transactions / # of Goals. •  Assume a Conversion Rate of 1% •  Assume Avg. Tx Value = Rs. 5000 •  For every 100 Goals, a revenue of Rs. 5000 is generated •  Per goal value = 5000/100 = Rs. 50
  12. 12. Google Confidential and Proprietary Ensure you use Ecommerce tracking module1 Track category, product and price data2 Ecommerce Tracking
  13. 13. Segmentation Seg4entation  
  14. 14. Google Confidential and Proprietary 1 4 The Power of Segmentation "Analyzing data in aggregate is a crime against humanity.” - Avinash Kaushik
  15. 15. Google Confidential and Proprietary 15 The Power of Segmentation Aggregate data works on the assumption that all site visitors are identical
  16. 16. Google Confidential and Proprietary Advanced Segments offers more insights now User Segments Segments users (and not just sessions) visiting your website or the App Sequence Filters This allows for creating a sequence of filters across session to track cross-visit user behaviour
  17. 17. Google Confidential and Proprietary Internal Search based segmentation What Products they are searching for? •  Airlines / Hotels •  Computer Accessories •  Brands •  Services •  Holiday Destinations
  18. 18. Google Confidential and Proprietary Identify top products being searched on website •  Design campaigns according to the products searched •  Identify new opportunity – are there more searches from a particular location www.xxxxxxxx.com/search=laptops
  19. 19. Google Confidential and Proprietary Engagement based segmentation Are they casual lurkers or serious buyers? •  # of micro-steps they took •  # of products viewed •  How far did they go in the purchase path
  20. 20. Google Confidential and Proprietary Engagement based segmentation
  21. 21. Google Confidential and Proprietary Source based segmentation 1.  How many conversions did I get from the segment of users who first visited the site through a specific campaign 2.  How many subsequent visits did I get from users to computer accessories, those who first visited the site through a laptop campaign
  22. 22. Google Confidential and Proprietary Demographic based segmentation What Age categories are doing well for you
  23. 23. Google Confidential and Proprietary Demographic based segmentation What Gender categories are doing well for you
  24. 24. Google Confidential and Proprietary Interest based segmentation
  25. 25. Google Confidential and Proprietary Creating Simple Segments
  26. 26. Google Confidential and Proprietary Multiple Filter applied to a segment Understand the behavior of the high value users from a region
  27. 27. Google Confidential and Proprietary Sequence Filter Understand the behavior of users who started the checkout process but did not purchase
  28. 28. Google Confidential and Proprietary Power of Advanced Segments “ “
  29. 29. Google Confidential and Proprietary Measure  Offline  Customer     Touches   Financial Services Automotive Retail Travel Business Services Education
  30. 30. Google Confidential and Proprietary 1.  Allow 'hits' from offline sources, i.e. CRM systems. 2.  Tie hits to existing web customers through the User ID feature. 3.  Track these hits as goals. RESULT: Properly attribute offline value to online marketing! Track offline conversions with GA
  31. 31. Google Confidential and Proprietary 1.  Get a more complete ROI picture Your online and offline goals are recorded in one place 2.  Understand online to offline impact Measure and optimize around online marketing channels that deliver quality leads and actual revenue 3.  Remarket using offline conversions Target online marketing using offline conversion metrics Benefits of offline conversion tracking in GA
  32. 32. Google Confidential and Proprietary How would the reporting look like
  33. 33. Google Confidential Testing  
  34. 34. Google Confidential and Proprietary 3 HiPPO: Highest Paid Persons Opinion
  35. 35. Google Confidential and Proprietary How good is your gut? Revenue per visitor +6.3% Source: WhichTestWon.com vs Version A Version B
  36. 36. Google Confidential and Proprietary Marketers spend $92 to acquire traffic and $1 to optimize it Source: Adobe 2012 Digital Marketing Optimisation Survey
  37. 37. Google Confidential and Proprietary Source: MarketingSherpa, Landing Page Handbook, 2005 Visitors spend an average of 8 seconds before deciding whether or not to remain on a website
  38. 38. Google Confidential and Proprietary What is Testing? Test variations of the same page Customers Visit your Website 1/3 visitors 1/3 visitors 1/3 visitors 14% Make Purchase 20% Make Purchase 2% Make Purchase Customers Convert Original Combo 1 Combo 2
  39. 39. Google Confidential and Proprietary Leverage Google Analytics Content Experiments
  40. 40. Google Confidential and Proprietary Simple resource to start testing today !  Free! !  Fully integrated into GA !  Use GA goal conversions !  Only one tag per experiment
  41. 41. Google Confidential and Proprietary Testing resulted in more leads for rightmove Original Page Use Google website optimizer to test with different colors and wordings - 16 button variations Winning Combination Identified “This test has demonstrated that small changes can make a big difference,” Given the unexpectedly strong results we saw in this test we’ll be carrying out lots more testing across other parts of the site” – Website optimization manager at rightmove Leverage free, easy to use, Google Analytics Content Experiments! 33% more leads! Ensure “Lead form” or “Instant booking” option is available to user on all pages
  42. 42. Thank You!
  43. 43. www.digitalvidya.com Found It Useful? Join upcoming Digital Marketing Webinar live! h"p://www.digitalvidya.com/webinars/  

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