1400 omma adnets doug hecht

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1400 omma adnets doug hecht

  1. 1. Untangling Web Analytics<br />July 18, 2011<br />PREPARED FOR:<br />OMMA AdNets<br />
  2. 2. … or how to keep from getting entangled in a mountain of data.<br />
  3. 3. ADAM: Analytics First<br />www.digitaria.com<br />We put you ahead by pushing Analytics forward<br />
  4. 4. The Not So Virtuous Cycle<br />Data<br />Analysis<br />MarketingChannels<br />
  5. 5. Disconnected<br />
  6. 6. Slow<br />
  7. 7. Doug<br />doug.hecht@digitaria.com<br />@dhecht<br />
  8. 8. Karen<br />karen.bellin@digitaria.com<br />@airviewing<br />
  9. 9. Digitaria<br />info@digitaria.com<br />@digithoughts<br />
  10. 10.
  11. 11. Digital marketing is both an art and a science<br />
  12. 12. Misapplication of science is ugly<br />
  13. 13. In a tangled world.<br />
  14. 14. “Our CTR is awesome, we doubled traffic.”<br />Media Buyer<br />Digital Marketing Manager<br />Analyst<br />Digital Marketing ManagerAnalyst<br />“Awesome.”<br />“Your bounce rate is awful.”<br />“How do I fix it?”<br />“Remove non-qualified traffic.”<br />
  15. 15. These conversations happen all the time.<br />
  16. 16.
  17. 17. Analytics<br />Digital Marketing Manager<br />Search<br />TV<br />Banner<br />Email<br />
  18. 18. It’s a contextual problem.<br />
  19. 19. Chapter 2 – The Solution<br />
  20. 20. Digital Marketing Manager<br />Analytics<br />Search<br />TV<br />Banner<br />Email<br />
  21. 21.
  22. 22. Get Trained.<br />
  23. 23. Set Goals for Tactics & Align with Business Objectives<br />
  24. 24. Define Success<br />
  25. 25. Create a Roadmap<br />
  26. 26. Measurement Roadmap<br />
  27. 27. Establish Success Reporting<br />
  28. 28. Report with Context<br />
  29. 29. Report with Context<br />
  30. 30. Communicate<br />
  31. 31. “Juice”<br />“Link Bait”<br />
  32. 32. Maintain Data Integrity<br />
  33. 33. Chapter 3 - Benefits<br />
  34. 34. Holistic view of online brand performance<br />
  35. 35. Agencies are accountable<br />
  36. 36. Metrics are communicated consistently<br />
  37. 37. Regular reporting allows benchmarking<br />
  38. 38. Understand the implications of chopping down a tree.<br />
  39. 39. Questions?<br />

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