DIT Digitial Marketing Forum: Analytics

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Deep dive into the world of analytics for the DIT Digital Marketing Forum (January 18th 2011)

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  • Take a step back and talk about decisions\n
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  • online, data can be the backbone of our decision making.\n\n
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  • The problem now, is too much data. We need better data, not more data. \nWe need actionable insight.\n
  • Data as a crutch, without data cannot make a decision.\n\nThis can cause the local maxima problem (the best of a bad bunch)\n
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  • Simple - remember, we now have lots of data, not just from web analytics, and we have lots of people who interpret data in different ways.\n
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  • Need to focus on the stuff that’s of value.\n
  • Non ecommerce sites - in this case a document download.\n
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  • Will need to focus at the point of most intent or commitment.\n
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  • kaizen through continuous improvement & experimentation, testing.\n
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  • DIT Digitial Marketing Forum: Analytics

    1. 1. Digital Marketing Forum 18 January 2011 Analytics
    2. 2. Quick introduction User experience consultancy www.iqcontent.com @laurenceveale
    3. 3. Pop-quizwhat’s the search term? Source: Google Insights for search
    4. 4. Pop-quiz what’s the search term?Feb 7-13 Mar 7-13 Source: Google Insights for search
    5. 5. Pop-quiz what’s the search term?Feb 7-13 Mar 7-13 Source: Google Insights for search
    6. 6. Pop-quiz what’s the search term?Feb 7-13 Mar 7-13 Source: Google Insights for search
    7. 7. Pop-quizwhat’s the search term? Jan 5-7 2011 Source: Google Insights for search
    8. 8. Pop-quizwhat’s the search term? Jan 5-7 2011 Source: Google Insights for search
    9. 9. Competitive insight Seizing opportunities 1.VHI 2. Aviva 3. Quinn Source: Google Insights for search
    10. 10. DIT are running a poster campaignon the Luas for their postgrad inadvertising & digital comms
    11. 11. The ad If you know what this is then you’re already ahead of the curve. Stay there with a postgrad in advertising & digital communications.www.dit.ie/curve
    12. 12. How we’ll collect data http://www.dit.ie/online- marketing/ ?utm_source=luasads &utm_medium=outdoor &utm_campaign=admasters
    13. 13. This is where we’ll analyse it
    14. 14. What now?• Was the campaign a success?• How do we define success?• Will we do it again & elsewhere?• Are QR codes worth using?
    15. 15. Decisions
    16. 16. Faith
    17. 17. Committee
    18. 18. HiPPO
    19. 19. dataWe prefer the discipline of knowledgeto the anarchy of ignorance.We pursue knowledge the way a pigpursues truffles - David Ogilvy
    20. 20. Using data• More effective marketing• Improve our customers online experience• Where to invest & not invest
    21. 21. Data in action
    22. 22. Should they spend money oninternationalising their website?
    23. 23. “While were on the subject of internationaladventures, it should be noted that Twitterhas officially launched in Japan. Wenoticed a significant percent of Twitterusage consistently originating fromJapan despite the fact that our serviceis in English. This highlighted anopportunity for us to make Twitter betterso we worked with our partner in Japan,Digital Garage to launch a Japaneseversion of Twitter”.Biz Stone
    24. 24. Problem with data
    25. 25. The real world looks a lot like this
    26. 26. Drowning in dataToo much data, too little insight
    27. 27. A new definition• Understanding the impact of your efforts by analysing "outcomes"• Understanding your customers’ behaviour better• Continuous improvement through experimentation
    28. 28. Analytics maturity1. Collecting data & some ad hoc reporting2. Reporting data regularly3. Deriving some insights4. Continuous improvement
    29. 29. We need an approach toanalytics if we are to be successful
    30. 30. Analytics process• Focus on the right data & outcomes (KPIs)• Look for insights• Take action & test• Measure results• Repeat
    31. 31. Key metricsBounce rateConversion rateVisits/visitorsTraffic sourcesKeywords... & whatever matters most to your business
    32. 32. Reporting
    33. 33. KPIs1. Determine what type of site you have.2. Determine your unique needs and objectives. Why does your site exist?3. Less is more. Make your KPIs simple & accurate.4. Make them actionable.
    34. 34. Successful metricsSimple : I get itRelevant: that mattersUseful: let’s fix it
    35. 35. ReportingSomething interesting happened here.
    36. 36. So, where did thistraffic come from?
    37. 37. But did it matter? No.
    38. 38. Economic value
    39. 39. Which half?
    40. 40. Conversion funnel Visitors 1 Customer Details 2 Review Purchase Details 3 Payment Details 4 Complete an order
    41. 41. Checked out 65 visitors finished | 25.59% funnel conversion rateWhy?
    42. 42. Using data as an agent for change
    43. 43. Last Monday at 5:13 PM we removedCAPTCHA from Sampa.The result: 9.2% improvement on ourconversion rate!Marcelo Calbuccihttp://marcelo.sampa.com/
    44. 44. What’s missing? All this data tells us what but not why
    45. 45. How do we answer“the why question”?
    46. 46. New dog, old tricks
    47. 47. "The headline isthe most importantelement. It is thetelegram whichdecides the readerwhether to read thecopy"
    48. 48. What to test?
    49. 49. Buy now Add to cartBuy now Add to cartBuy now Add to cartBuy now Add to cart
    50. 50. What works and what works better?“Two for the price of one” OR “Buy one get one free”
    51. 51. What worksand what works better?
    52. 52. This one?
    53. 53. Or that one?
    54. 54. What else matters?
    55. 55. Tested with the market
    56. 56. Questions?

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