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Markus Aho
Analytics in general
Section 1
Glossary
Analytics = The field of data analysis. Analytics often involves studying past
historical data to research potent...
Glossary
Customer experience = Sum-totality of how customers
engage with your company and brand, not just in a
snapshot in...
Glossary
Customer Journey: the journey that your customers take with your
company. What steps, activities, questions, barr...
Why digital analytics?
• “Analytics is a critical component to building
your business. Without analytics, you’ll be
runnin...
Types of traffic
• Direct: Visitors that visit your site by typing your URL
into their browser, or through an undefined ch...
Succeed indicators
• A high or improving goal conversion rate
related to any traffic source. (Thakur 2015)
• A high level ...
Good checklist of marketing goals
1. The truth test. Are we really measuring what we set out to measure?
2. The focus test...
Section 2
What is Google Analytics?
• Google Analytics gives you the digital analytics
tools you need to analyze data from all
touch...
Benefits
• Segmenting your traffic (Analytics Ninja 2015)
• Dig into your traffic by geography to uncover new
markets and ...
Google Analytics
• Log in: https://www.google.com/analytics/
• Get started:
https://support.google.com/analytics/?hl=en#
t...
Google Analytics interface
(Google 2017)
For search engine optimizing
• https://www.google.com/webmasters/tools/
• Its free tool for SEO purposes. Track you site p...
Other analytics tools
• Server / admin panel analytics
– Awstats (www.awstats.org)
– Webalizer (www.webalizer.org)
References
Aho, 2015, Hakukoneoptimointi ja hakukonemainonta perusteet
https://www.slideshare.net/funlus/hakukoneoptimoint...
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Digital marketing analytics - glossary and free tools

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Free tools for digital marketing analytics. Digital marketing glossary of analytics, metrics, key performance indicator (KPI), customer experience, interraction, customer journey, touchpoint, ecosystem. Why analytics is crucial for business?

Published in: Marketing

Digital marketing analytics - glossary and free tools

  1. 1. Markus Aho
  2. 2. Analytics in general Section 1
  3. 3. Glossary Analytics = The field of data analysis. Analytics often involves studying past historical data to research potential trends, to analyze the effects of certain decisions or events, or to evaluate the performance of a given tool or scenario. The goal of analytics is to improve the business by gaining knowledge which can be used to make improvements or changes. (Businessdictionary 2017) Metrics = Standards of measurement by which efficiency, performance, progress, or quality of a plan, process, or product can be assessed. (Businessdictionary 2017) Key performance indicators (KPI) are a set of quantifiable measures that a company uses to gauge its performance over time. These metrics are used to determine a company's progress in achieving its strategic and operational goals. (Investopedia 2017) For example digital marketing KPI: number of unique site visitors, Cost Per Action (CPA)...(Thakur 2015)
  4. 4. Glossary Customer experience = Sum-totality of how customers engage with your company and brand, not just in a snapshot in time, but throughout the entire arc of being a customer. (Richardson 2010) What is an “interaction?” It’s when you and your customers have a two-way exchange. When customers navigate your Web site, call into your contact center, go into your retail location, talk to one of your employees, buy your products, use your products, respond to your emails. (Manning 2010)
  5. 5. Glossary Customer Journey: the journey that your customers take with your company. What steps, activities, questions, barriers and emotions come up throughout it. (Richardson 2010) Touchpoints: products, web sites, advertising, call center, mobile app, store etc. — that support the customer through their journey. (Richardson 2010) Ecosystems: any system or network of interconnecting and interacting parts, as in a business: The success of Apple’s ecosystem depends on hardware/software integration. Manufacturers, retailers, and customers are all part of the automotive industry’s ecosystem. (Dictionary 2017) Integrated ecosystems of products, software and services open up new possibilities for customer journeys and experiences in ways that more isolated touchpoints cannot. (Richardson 2010)
  6. 6. Why digital analytics? • “Analytics is a critical component to building your business. Without analytics, you’ll be running your website in the dark with no way to know what’s working and what’s not. “ (Analytics Ninja 2015) • “Understand which traffic sources are driving visitors to your website.” (Thakur 2015)
  7. 7. Types of traffic • Direct: Visitors that visit your site by typing your URL into their browser, or through an undefined channel. • Referral: Visitors that visit your site by clicking on a URL on another website. • Organic: Visitors that discover your website by entering searching a keyword in a search engine (Google, Bing, Yahoo) and that click on your listing. • Campaign: Visitors that visit your website through a dedicated campaign (CPC, Display etc) or clicking on a link with certain tracking parameters. (Thakur 2015)
  8. 8. Succeed indicators • A high or improving goal conversion rate related to any traffic source. (Thakur 2015) • A high level of engagement that corresponds to the completion of key marketing objectives. (Thakur 2015) • Increase in average session duration = visitor spend more time on website (Servinsky 2015)
  9. 9. Good checklist of marketing goals 1. The truth test. Are we really measuring what we set out to measure? 2. The focus test. Are we only measuring what we set out to measure? 3. The relevancy test. Is it the right measure of the performance measure we want to track? 4. The consistency test. Will the data always be collected in the same way whoever measures it? 5. The access test. Is it easy to locate and capture the data needed to make the measurement? 6. The clarity test. Is any ambiguity possible in interpreting the results? 7. The so-what test. Can and will the data be acted upon, i.e. is it actionable? 8. The timeliness test. Can the data be accessed rapidly and frequently enough for action? 9. The cost test. Is the measure worth the cost of measurement? 10. The gaming test. Is the measure likely to encourage undesirable or inappropriate behaviours? (Soames 2015)
  10. 10. Section 2
  11. 11. What is Google Analytics? • Google Analytics gives you the digital analytics tools you need to analyze data from all touchpoints in one place, for a deeper understanding of the customer experience. (Google 2017)
  12. 12. Benefits • Segmenting your traffic (Analytics Ninja 2015) • Dig into your traffic by geography to uncover new markets and to provide the proper focus on your primary markets. (Analytics Ninja 2015) • Traffic sources (direct, social, search, display, email..)? Which generated sales / traffic? (Aho 2015) • Time spend? Which infomartion is helpful for customer? (Aho 2015) • How convert / example made purchase? (Aho 2015)
  13. 13. Google Analytics • Log in: https://www.google.com/analytics/ • Get started: https://support.google.com/analytics/?hl=en# topic=3544906 • Its free analytics tool • You need Google account and website • If you don’t have accoint sign up https://accounts.google.com/signup?hl=en
  14. 14. Google Analytics interface (Google 2017)
  15. 15. For search engine optimizing • https://www.google.com/webmasters/tools/ • Its free tool for SEO purposes. Track you site positions in Google search with this Google Webmasters tools. • How you site performs in Google? • Which keywords generates traffic? • Tips for better SEO • You can also use Backlinko report about 200 factors that are known improving rankings: http://backlinko.com/google- ranking-factors (Aho 2015)
  16. 16. Other analytics tools • Server / admin panel analytics – Awstats (www.awstats.org) – Webalizer (www.webalizer.org)
  17. 17. References Aho, 2015, Hakukoneoptimointi ja hakukonemainonta perusteet https://www.slideshare.net/funlus/hakukoneoptimointi-ja-hakukonemainonta-perusteet Analytics Ninja, 2015, Using Google Analytics to Grow Your Business http://www.analytics-ninja.com/blog/2015/10/using-google-analytics-to-grow-your-business.html Businessdictionary, 2017, Definition of analytics and metrics, http://www.businessdictionary.com/definition/analytics.html http://www.businessdictionary.com/definition/metrics.html Dictionary, 2017, Definition of ecosystem http://www.dictionary.com/browse/ecosystem Google, 2017, Improve the customer experience with digital analytics https://www.google.com/intl/en_uk/analytics/analytics/features/ Investopedia, 2017, Key Performance Indicators - KPI http://www.investopedia.com/terms/k/kpi.asp Manning, 2010, Customer Experience Defined http://blogs.forrester.com/harley_manning/10-11-23-customer_experience_defined Richardson, 2010, Understanding Customer Experience https://hbr.org/2010/10/understanding-customer-experie Servinsky, 2015, How to Increase the Time Visitors Spend on Your Website – and Why It Matters https://hingemarketing.com/blog/story/how-to-increase-the-time-visitors-spend-on-your-website-and-why-it-matters Soames, 2015, Setting goals for digital marketing campaigns http://www.smartinsights.com/goal-setting-evaluation/goals-kpis/using-race-smart-set-campaign-goals/ Thakur, 2015, The 7 Most Important Digital Marketing KPI's to Track https://www.linkedin.com/pulse/7-most-important-digital-marketing-kpis-track-rameshwar-thakur

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