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Phils Session cards @ Measurecamp

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Summary of MeasureCamp sessions I`ve run over the past 4 years.

Links to presentations & recordings are in the cards.

Thanks

Phil.

Published in: Data & Analytics

Phils Session cards @ Measurecamp

  1. 1. This is the post-project summary of a 3 month SEO & Analytics setup for a publishing client. The outcome was 25% organic growth in 3 months! I explain how this was achieved… • Google Webmaster Tools changes • GTM & universal setup/migration • CloudFlare CDN setup • JSONLD reviews markup (via GTM) TYPE: FOCUS: LANGUAGE: TAGS: q Beginner x Intermediate q Advanced LEVEL: q Workshop x Presentation q Discussion x Technical q Analytical x Business English #seo #analytics 1 Digital Analytic & SEO Acceleration: Instant Wins Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”
  2. 2. How to get University sites to move quickly TYPE: FOCUS: LANGUAGE: TAGS: q Beginner xIntermediate q Advanced LEVEL: q Workshop x Short Presentation x Discussion q Technical xAnalytical xBusiness English #Strategy #GA #GTM #Mobile Progress & leanings from a phase1 analytics project with SW University & the quick wins achieved in month1. 1. TuitionFee tracking via DOM scrapping (inc. UK vs International). 2. Profit per student (daily) 3. 360 view tracking & CRM integration 4. Google Markup for courses. 5. Realtime Dashboards Related Slides: bit.ly/universitymeasure 2 Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”
  3. 3. A review of Google Data Studio so far… • Private Dashboard library • Tips: Predations & conditional formatting • Quiz Slides: bit.ly/data-studio-slides Video: bit.ly/kill-the-data-monkey-role Dashboard library: datastudiogallery.appspot.com TYPE: FOCUS: LANGUAGE: TAGS: q Beginner x Intermediate q Advanced LEVEL: q Workshop x Presentation q Discussion q Technical x Analytical q Business English #visualisation #analysis 3 Google DataStudio: First Impressions Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”
  4. 4. TYPE: FOCUS: LANGUAGE: TAGS: q Beginner xIntermediate q Advanced LEVEL: q Workshop x Presentation x Discussion q Technical x Analytical q Business English #GA #Reporting #Challenge #Teamwork Team based analytics challenge, with 4 tasks designed to test you in… 1. Skill 2. Physical 3. Mental 4. Mystery The team with the most crystals wins a prize! Video: bit.ly/recordingofsession 4 Crystal Maze: Analytics Challenge interactive session Phil Pearce Senior Analyst @philpearce Jon Alderson SEO Analyst @jonoalderson
  5. 5. Top 10 Google Analytics tips to save you money! I will look at 3 areas: • Reducing cost • Increasing conversions/revenue • Automating reducing cost & increasing revenue Reports include: 1. Best & worse landing pages 2. Best & worse internal Site Search 3. Pages by revenue contribution 4. Broken pages by referral 5. Marketing Channels pivoted by new users 6. Simple Engagement Scoring using goal values 7. 3d Motion Chart to show Revenue vs Sales vs CPA/ROI Slides: bit.ly/top10gareports Report links: bit.ly/ga-report-list TYPE: FOCUS: LANGUAGE: TAGS: q Beginner xIntermediate q Advanced LEVEL: q Workshop x Presentation x Discussion q Technical x Analytical x Business English #GA #Report #Tips Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast” 5
  6. 6. Free Tools & Tips to improve Customer Insight Discussion about FREE tools to improve customer insight: 1. Yandex metrica - free mouse tracker & form tracker 2. Google Consumer surveys - free qualitative research tool 3. WordStream Grader - free PPC analyser & [n]/10 grade 4. Narrative science quill - free "data as a story report" 5. Sitebeam Nibbler - free 5 page SEO sanity check 6. Adwords tool for getting click refunds - free excel template 7. GoogleSheets GA plugin - using comparison reports examples 8. Other tool suggestions welcome! Slides: bit.ly/toolsandtips TYPE: FOCUS: LANGUAGE: TAGS: q Beginner xIntermediate q Advanced LEVEL: q Workshop x Presentation x Discussion q Technical x Analytical x Business English #Tools Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast” 6
  7. 7. Explaining recent changes in JSON-LD Schema (machine readable JS data) & how this can be used to track & then improve organic CTR. • Moz new competitive intel tool for reporting JSON-LD detected in SERPs. • Spamming the crap out of Google. • GTM config files to take away & enable. Slides: bit.ly/supercharge-ctr GTM import file: bit.ly/json-v2 CheatSheet: bit.ly/jsonld-cheatsheet TYPE: FOCUS: LANGUAGE: TAGS: q Beginner q Intermediate x Advanced LEVEL: q Workshop x Presentation q Discussion x Technical q Analytical q Business English #JSONLD #SEO #markup #supergran 7 Supercharging your Organic CTR: SEO datalayer3 Phil Pearce Senior Analyst @philpearce “I hang arround, look out”
  8. 8. Explaining the Rise of JSON-LD (machine readable JS data). Why its important and how to make sure your website has enabled… future action buttons. • Recent changes & examples in the wild • Live demo of Googles mark-up validator • GTM config files to take away & enable. Slides: bit.ly/datalayer2 GTM import file: bit.ly/json-v2 CheatSheet: bit.ly/jsonld-cheatsheet TYPE: FOCUS: LANGUAGE: TAGS: q Beginner q Intermediate x Advanced LEVEL: q Workshop x Presentation q Discussion x Technical q Analytical q Business English #JSONLD #SEO #seomarkup #richsnippets #drones Phil Pearce Senior Analyst @philpearce “hits are back” 8 SEO dataLayer2: Your Structured Sites Judgement Day
  9. 9. Explaining what JSON-LD is, why its important and how to enable it via GTM or plugins. • Examples in the wild • Live demo of Googles mark-up validator • GTM config files to take away & enable. Slides: bit.ly/seodatalayer3 GTM import file: bit.ly/json-v2 CheatSheet: bit.ly/jsonld-cheatsheet TYPE: FOCUS: LANGUAGE: TAGS: q Beginner q Intermediate x Advanced LEVEL: q Workshop x Presentation q Discussion x Technical q Analytical q Business English #JSONLD #SEO #seomarkup #richsnippets Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast” SEO dataLayer: JSON-LD Supercharging your organic CTR 9
  10. 10. Blackhat Analytics 3 Do be evil: Force awakens Testing the boundaries of what can be tracked & what gets noticed [completely new material]. • Includes interactive Dark Score test • Video of Dark Bane “path to destruction: thought bomb” trailer. Slides: bit.ly/blackhat3 DarkScoreTest (pdf) : bit.ly/blackhatdarkscore Darth Bane Trailer: bit.ly/darth-bane-video TYPE: FOCUS: LANGUAGE: TAGS: q Beginner q Intermediate x Advanced LEVEL: q Workshop x Presentation q Discussion x Technical q Analytical x Business English #StarWars #Privacy #DarkTracking Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast” 10
  11. 11. Demo & discussion on: 1. DemandWare (IP append). 2. GoogleSheets Scripts (Cost Data Upload) 3. SuperMetrics (server-side append) 4. Analyze.ly (server-side append) 5. Segment.io (server-side connection) Segment.io Video: bit.ly/segmentvideo Slides: bit.ly/appendslides Notes: bit.ly/appendcomments GoogleSheet: bit.ly/appendgooglesheet TYPE: FOCUS: LANGUAGE: TAGS: q Beginner x Intermediate q Advanced LEVEL: q Workshop q Presentation x Discussion x Technical q Analytical q Business English #server-side #offline tracking #dimension #widdening 11 Server-side data append & enrichment Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”
  12. 12. How to hack GA's native campaign tracking, leverage 1st party cookie power and align GA's sessionisation logic more closely with 30day affiliate systems. Working Example... Slides: bit.ly/analyticsmonster GTM Config: bit.ly/affiliatemonsterdownload Video: bit.ly/analyticsmonstervideo TYPE: FOCUS: LANGUAGE: TAGS: q Beginner q Intermediate x Advanced LEVEL: q Workshop x Presentation q Discussion q Technical x Analytical q Business English #affiliate #channel-tracking #gtm #hacks 12 Morphing GA into an Affiliate Analytics Monster! Phil Pearce Senior Analyst & Mad scientist @philpearce
  13. 13. TYPE: FOCUS: LANGUAGE: TAGS: q Beginner q Intermediate x Advanced LEVEL: q Workshop x Presentation q Discussion x Technical q Analytical q Business English #GTM #GA #EnterpriseLevel #Batman #Superman Tips & tricks learned from the most advanced GTM Deployment - I`ve ever done on a huge site. • Free Auto-QA GoogleSheet testing tool. • Time saving techniques explained. • Lots of Batman vs Superman jokes! Taster slides: bit.ly/gtm-advanced Full slides: bit.ly/advancedgtm Super Advanced GTM deployment Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”
  14. 14. Resident Implementation How to prevent GTM zombies infecting your data! TYPE: FOCUS: LANGUAGE: TAGS: q Beginner q Intermediate x Advanced Phil Pearce Senior Analyst @philpearce LEVEL: q Workshop x Short Presentation q Discussion x Technical q Analytical q Business English #GTM #GA #Test #NerfGuns How to prevent GTM zombies infecting your data! • Learnings from a the most complex GTM deployment I have ever done. • Interactive test. Slides: bit.ly/residentslides Zombie 14
  15. 15. Mind controlled drone tracking TYPE: FOCUS: LANGUAGE: TAGS: q Beginner q Intermediate x Advanced Phil Pearce Senior Analyst @philpearce LEVEL: x Workshop q Presentation q Discussion x Technical q Analytical q Business English #eMotiv #Neuromarketing #offlineTracking Experimental session with thought tracking - aka Neuromarketing. • 2 EEG emotiv insight headsets with bluetooth API output • Measurement protocol / GA realtime • 1 Drone bit.ly/emotiv-video 2 Headsets
  16. 16. Demo of a couple of VR headsets using an iPhone. • VR games (e.g. FCX jet fighter) • VR videos (e.g. 360 Skydiving) • Immersive Dashboards. • Minority report style reports. • Tracking head & eye movements using measurement protocol TYPE: FOCUS: LANGUAGE: TAGS: x Beginner q Intermediate q Advanced LEVEL: x Demo q Presentation q Discussion q Technical xAnalytical q Business English #VR #Headsets #Cool 16 VR Analytics: Experimental sessions Phil Pearce Senior Analyst @philpearce “I visualise hits for breakfast”
  17. 17. Analytics + Comedy TYPE: FOCUS: LANGUAGE: TAGS: q Beginner q Intermediate q Advanced Phil Pearce Senior Office Joker @PhilPearce LEVEL: q Workshop q Short Presentation q Discussion q Technical q Analytical q Business English #Jokes Experimental session with lots of Geek jokes, mixed with some classic videos: • The Internet enabled toaster • How to break the internet • The best way to deal with Email Spam • Geek vs Nerd rap battle Video playlist: bit.ly/measurecomedy 17
  18. 18. How to plan & deliver a Digital Analytics Training strategy covering: 1. GA/GTM implementation 2. GA reporting 3. GA analysis & dashboards …to clients with various levels of expertise. Tactical discussion. Slides: bit.ly/analyticstrainingstrategy TYPE: FOCUS: LANGUAGE: TAGS: q Beginner x Intermediate q Advanced LEVEL: q Workshop q Presentation x Discussion q Technical q Analytical x Business English #training #planning 18 Plan a Digital Analytics Training Strategy Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”
  19. 19. Analytics Templates for Audits & Analysis Templates save time by provide structure and process. I will sharing my templates… • GA heathchecks • GTM audit • Technical SEO audits • PPC audits • API tricks to auto-audit Prerequisite: You must bring 1 template you create (or a template/audit you were provided with) to share with the group. Dropbox folder download link: bit.ly/analyticstemplates TYPE: FOCUS: LANGUAGE: TAGS: q Beginner xIntermediate q Advanced LEVEL: q Workshop q Presentation x Discussion xTechnical x Analytical x Business English #Templates Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast” 19
  20. 20. GA Lumber Jacking Implementation automation TYPE: FOCUS: LANGUAGE: TAGS: q Beginner q Intermediate x Advanced Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast” LEVEL: q Workshop x Presentation x Discussion x Technical x Analytical q Business English #GTM #GA How to cut down an "Enterprise standard" GA and GTM from 3months to 3days! Using: 1. KPI templates 2. CMS plugins 3. GTM config files 4. Dashboard templates Slides: bit.ly/4clicks-2measure Video: bit.ly/ga-lumber-jacking 20
  21. 21. Best CMS plugins for GTM GTM automation TYPE: FOCUS: LANGUAGE: TAGS: q Beginner x Intermediate q Advanced LEVEL: q Workshop x Short Presentation x Discussion x Technical q Analytical q Business English #GTM #Wordpress #Magento #Drupal #CMS Shared learning on experiences with CMS plugins for GTM (especially enhanced ecommerce). • Save hours by leveraging other peoples work on implementation. Slides: bit.ly/gtmautomation 21 Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast”
  22. 22. Analytics & Optimisation for University sites TYPE: FOCUS: LANGUAGE: TAGS: q Beginner xIntermediate q Advanced Phil Pearce Senior Analyst @PhilPearce LEVEL: q Workshop x Short Presentation x Discussion q Technical xAnalytical xBusiness English #Strategy #GA #GTM #Mobile Discussion on best practices for measurement of Uni site from both a consultants view & inhouse view. 1. Quick wins 2. CMS specific issues 3. Internal issues (skills shortage or lack of inhouse buy-in) 4. Tracking impact of responsive web design 5. Importance of Paid search in awareness process. Slides: bit.ly/universitymeasure 22 Kris Kochanski Analytics Officer @NavsOfficer56
  23. 23. Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast” TYPE: FOCUS: LANGUAGE: TAGS: x Beginner q Intermediate q Advanced LEVEL: q Workshop x Short Presentation x Discussion q Technical q Analytical x Business English #AvgSalaries #UpSkill #Mentoring Discuss desirable Digital Analytics skills, Certifications, Training, Mentoring & Industry Salary surveys & benchmarks. • Simson character/persona test • Clifton-gallup strengths test • DAA new skills comparison tool • Industry Average Salaries. Slides: bit.ly/measurecareertips 23 Digital Analytics Upskilling & Career Tips
  24. 24. Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast” TYPE: FOCUS: LANGUAGE: TAGS: x Beginner q Intermediate q Advanced LEVEL: q Workshop x Short Presentation x Discussion q Technical q Analytical x Business English #MoreMoney #UpSkill #SocialCapital #SocialValue Presentation on Social CV`s, Peer reviews, and quantified self. Practical comparisons of data about yourself vs others using: • Facebook fivescores traits • Twitter sentiment & KW clusters • Linkedin endorsements • Clifton-gallup strengths test Slides: bit.ly/analysisofyou 24 Analytics Career Development Analysis of yourself
  25. 25. A run through of my top GTM tips, to save you time when implementing universal. • Free prize at the end Slides: bit.ly/gtmflashtips Video (with music): bit.ly/gtmflashtipsvideo TYPE: FOCUS: LANGUAGE: TAGS: q Beginner q Intermediate x Advanced LEVEL: q Workshop x Presentation q Discussion x Technical q Analytical q Business English #GTM #GA #FlashGordon Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast” GTM Flash tips to save time 25
  26. 26. GTM/GA Mastermind Q&A session TYPE: FOCUS: LANGUAGE: TAGS: q Beginner q Intermediate x Advanced Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast” LEVEL: q Workshop q Presentation x Discussion x Technical x Analytical q Business English #GTM #GA 4 participants (7.5mins per person). • Audience can play along & submit questions via Google moderator. • Prize for the winner. • John Humphrys himself is presenting. Video: bit.ly/gtm-mastermind 26
  27. 27. Lean Analytics How to determine the one metric that matters TYPE: FOCUS: LANGUAGE: TAGS: q Beginner x Intermediate q Advanced Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast” LEVEL: q Workshop x Presentation q Discussion qTechnical qAnalytical x Business English #LeanStartup #Frameworks #OneMetric-2-RuleAll Overview of 3 Analytic`s methodologies: • REAN (For Marketing Teams) • Web Analytics Maturity Model (for Enterprises) • Lean (For Startups) Then explorer Lean Analytics in more detail. This presentation is a blend of my personal experiences at compareandsave.com (startup) and a tribute to Alistair Croll`s work from YearOneLabs. • Prerequisite: bring a pen for the interactive part of the session to determine your stage & one metric. Slides: bit.ly/lean-analytics-slides Video: bit.ly/lean-analytics-video 27
  28. 28. PPC Growth Hacking: Strategies TYPE: FOCUS: LANGUAGE: TAGS: q Beginner x Intermediate q Advanced Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast” LEVEL: q Workshop x Presentation q Discussion xTechnical qAnalytical x Business English #PPC #GrowthHacking #Frameworks PPC growth hacking... is it Mission impossible? An explanation of Growth hacking, with examples & then applying this to PPC. • Practical example of hacking a SaS tool using CTR battleships to make it go viral. • Tool for generating Adwords refunds • Ideas to test on your product & campaign. Slides: bit.ly/ppc-growth-hacking Excel: bit.ly/ppc-algo-v3 28
  29. 29. CTR Battleships: Destroy your PPC competitors TYPE: FOCUS: LANGUAGE: TAGS: q Beginner x Intermediate q Advanced Phil Pearce Senior Analyst @philpearce LEVEL: x Workshop qPresentation q Discussion q Technical x Analytical x Business English #PPC #QualityScore #WordStreamGrader Interactive workshop to explain PPC account analysis such as account level Quality Score and best/worst Ads in a fun way! • Wordsteam grader used for baseline metrics • Ad extensions used as special weapons • Prizes for best tactical winner & best campaign Printout: bit.ly/ctr-battleships-print-out Excel Tool: bit.ly/ppc-algo-v3 29
  30. 30. GTM Command & Conquer Realtime game with interactive missions Live experiment of combining 2 GTM trackers and on a grid with realtime events and offline missions that generate goals. • Interactive • 2 teams • 3 roles (defence, attack, commando) • Prize for winning team TYPE: FOCUS: LANGUAGE: TAGS: q Beginner xIntermediate x Advanced LEVEL: x Workshop q Presentation q Discussion x Technical x Analytical q Business English #GTM #Realtime #RealtimeAPI #fun Phil Pearce Senior Analyst @philpearce “I eat hits for breakfast” 30

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