Web Analytics 4 Marketing


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Enhancing your online marketing by using goal based web analytics.

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Web Analytics 4 Marketing

  1. 1. Google Analytics for Marketers February 2, 2010
  2. 2. Agenda <ul><li>Me, briefly </li></ul><ul><li>What/Why/How web analytics </li></ul><ul><li>Riding the buy cycle </li></ul><ul><li>Goals </li></ul><ul><li>Funnels </li></ul><ul><li>Campaigns </li></ul><ul><li>Virtual Pages/Events </li></ul><ul><li>Segments </li></ul><ul><li>Case Studies </li></ul><ul><li>Discussion </li></ul>
  3. 3. About Me <ul><li>Rich Dettmer </li></ul><ul><ul><li>Director of Digital Strategy, Partner, Slack Barshinger </li></ul></ul><ul><ul><li>Digital Marketing for 20 years </li></ul></ul><ul><ul><li>DDB Digital (Tribal DDB) </li></ul></ul><ul><ul><li>Ogilvy One, Chicago </li></ul></ul><ul><ul><li>Consulting </li></ul></ul><ul><ul><li>Marketer first </li></ul></ul>
  4. 4. Why web analytics <ul><li>Campaign measurement shouldn’t stop at the “click” </li></ul><ul><li>Web site has become a primary marketing vehicle </li></ul><ul><li>Your site visitors are always “right” </li></ul><ul><li>You must measure to improve </li></ul>
  5. 5. Why Google Analytics <ul><li>Its free </li></ul><ul><li>Its EXTREMELY robust </li></ul><ul><li>Its (fairly) easy to use </li></ul><ul><li>Its (fairly) easy to implement </li></ul><ul><li>Why not? </li></ul><ul><ul><li>Complex e-commerce testing and basket analysis </li></ul></ul><ul><ul><li>No historical data import </li></ul></ul><ul><ul><li>Eggs in a basket (fixable) </li></ul></ul>
  6. 6. What can analytics do? <ul><li>Visitors </li></ul><ul><ul><li>Visits </li></ul></ul><ul><ul><li>Visitors </li></ul></ul><ul><ul><li>Sessions </li></ul></ul><ul><ul><li>Page views </li></ul></ul><ul><li>Traffic </li></ul><ul><ul><li>Sources </li></ul></ul><ul><ul><ul><li>Direct </li></ul></ul></ul><ul><ul><ul><li>Referred </li></ul></ul></ul><ul><ul><ul><li>Search </li></ul></ul></ul><ul><ul><li>Networks/locations </li></ul></ul><ul><ul><li>Campaigns </li></ul></ul><ul><li>Content </li></ul><ul><ul><li>Top content </li></ul></ul><ul><ul><li>Entry pages </li></ul></ul><ul><ul><li>Exit pages </li></ul></ul><ul><ul><li>Navigation paths </li></ul></ul><ul><li>Goals </li></ul><ul><ul><li>Conversion rates </li></ul></ul><ul><ul><li>Conversion values </li></ul></ul><ul><ul><li>Conversion paths </li></ul></ul><ul><ul><li>Funnel analysis </li></ul></ul>
  7. 7. How are analytics typically presented/used? <ul><li>Raw numbers </li></ul><ul><li>No context </li></ul><ul><li>Trends </li></ul><ul><li>No context </li></ul>
  8. 8. Why? <ul><li>Analytics are often an afterthought </li></ul><ul><li>Report generators & consumers aren’t connected </li></ul><ul><li>Reports are easy, interpretation takes a little more thought </li></ul>
  9. 9. Context is the key <ul><li>What is going on? </li></ul><ul><li>What programs should be/are driving your traffic? </li></ul><ul><li>What is going on in your industry/category? </li></ul><ul><li>What is going on online? </li></ul><ul><li>Where is our brand in the mind of our prospects? </li></ul>
  10. 10. What do you want to do? <ul><li>Move prospects through the buy cycle </li></ul><ul><li>Early buy cycle: </li></ul><ul><ul><li>Increase brand awareness </li></ul></ul><ul><ul><li>Increase brand engagement </li></ul></ul><ul><ul><ul><li>Content consumption, prospect generation </li></ul></ul></ul><ul><li>Mid buy cycle </li></ul><ul><ul><li>Increase brand engagement </li></ul></ul><ul><ul><li>Increase brand preference </li></ul></ul><ul><ul><ul><li>Content consumption, lead generation </li></ul></ul></ul><ul><li>Late buy cycle </li></ul><ul><ul><li>Increase conversions </li></ul></ul><ul><ul><li>Increase brand loyalty </li></ul></ul><ul><ul><ul><li>Support content consumption, cross sell </li></ul></ul></ul>
  11. 11. What might a success look like <ul><li>Early buy cycle: </li></ul><ul><ul><li>Increase brand awareness </li></ul></ul><ul><ul><ul><li>Site visits, repeat visits, page views… </li></ul></ul></ul><ul><ul><li>Increase brand engagement </li></ul></ul><ul><ul><ul><li>Time on site, specific content goals, registrations… </li></ul></ul></ul><ul><li>Mid buy cycle </li></ul><ul><ul><li>Increase brand engagement </li></ul></ul><ul><ul><ul><li>Time on site, specific content goals, registrations… </li></ul></ul></ul><ul><ul><li>Increase brand preference </li></ul></ul><ul><ul><ul><li>Specific content goals, registrations, downloads, sample requests… </li></ul></ul></ul><ul><li>Late buy cycle </li></ul><ul><ul><li>Increase conversions </li></ul></ul><ul><ul><ul><li>Registrations, downloads, purchases, request for estimate… </li></ul></ul></ul><ul><ul><li>Increase brand loyalty </li></ul></ul><ul><ul><ul><li>Newsletter signup, site registration, repeat order, custom tracking… </li></ul></ul></ul>
  12. 12. Goals <ul><li>Help to quickly monitor and report on KPI </li></ul><ul><li>This is where context hits objectives </li></ul><ul><li>Examples include </li></ul><ul><ul><li>Form completion </li></ul></ul><ul><ul><li>Product purchase </li></ul></ul><ul><ul><li>Content views </li></ul></ul><ul><ul><li>Item downloads </li></ul></ul><ul><ul><li>Account signup </li></ul></ul><ul><ul><li>Site loyalty </li></ul></ul><ul><ul><li>Page views/time on site </li></ul></ul><ul><ul><li>… </li></ul></ul>
  13. 13. Goal tracking types <ul><li>Allows specific site actions to be called out and monitored </li></ul><ul><ul><li>Page/content view goals </li></ul></ul><ul><ul><li>Time on site </li></ul></ul><ul><ul><li>Pages/visit </li></ul></ul>
  14. 14. Goal funnels <ul><li>Funnel: A series of pages a visitor must pass through in order to reach a goal </li></ul><ul><li>A funnel allows you to: </li></ul><ul><ul><li>Examine where visitors enter and exit your conversion process </li></ul></ul><ul><ul><li>Eliminate bottlenecks in your process </li></ul></ul><ul><ul><li>Identify which site paths lead to the most goal completions </li></ul></ul><ul><ul><li>Use your findings to test changes to your site </li></ul></ul>
  15. 15. Goal value <ul><li>Assign a monetary value for non-ecommerce goals (micro-conversions) </li></ul><ul><li>Example: </li></ul><ul><ul><li>Your sales team can close 10% of people who request to be contacted </li></ul></ul><ul><ul><li>Your average transaction is $1,000 </li></ul></ul><ul><ul><li>Your goal value, would be $100 for your contact request completion goal </li></ul></ul>
  16. 16. Funnel reporting
  17. 17. Understanding funnel analysis
  18. 18. Reverse goal path reporting
  19. 19. Campaign tracking
  20. 20. Tracking online marketing <ul><li>Google Analytics automatically tracks referrals and search queries </li></ul><ul><li>To differentiate between natural and paid search, you need to add tags to your destination URLs </li></ul><ul><ul><li>AdWords can do this automatically for you </li></ul></ul><ul><li>Tag all paid keyword links, banners and display ads, and the links inside promotional emails </li></ul><ul><ul><li>This can also be handled with redirects for clean, simple URLs for above-the-line media </li></ul></ul>
  21. 21. Campaign url builder <ul><li>To easily create your campaign URLs, use the URL builder found in the Google Analytics Help Center at: </li></ul><ul><ul><li>http://www.google.com/support/googleanalytics/bin/answer.py?answer=55578 </li></ul></ul>
  22. 22. Best practices for tagging links <ul><li>Don’t manually tag AdWords if you have enabled auto-tagging in your AdWords account </li></ul><ul><li>Do create your inbound links using the URL Builder </li></ul><ul><li>Do use consistent names and spellings for all campaign values </li></ul><ul><li>Do at least use “Source,” “Medium,” and “Campaign” in your tracking </li></ul>
  23. 23. Virtual page views <ul><li>Many Web sites use Flash, Ajax, and other technologies to interact with users </li></ul><ul><li>Simply tracking page views won’t capture these kinds of transactions </li></ul><ul><li>Virtual page views solve this problem by allowing your site to “fake” an imaginary page request </li></ul>
  24. 24. Virtual page views
  25. 25. Virtual page views <ul><li>Usage involves inserting a JavaScript call into your page code that will “fire” when a non-pageview event that you want to track occurs </li></ul><ul><li>Results are then visible in the Top Content Report and the Content Drilldown reports </li></ul>
  26. 26. Event tracking <ul><li>Event tracking allows you to track visitor interaction with Flash movies, gadgets, and more </li></ul><ul><li>Define categories, actions, labels and values for each event </li></ul><ul><li>Events show up in the Event Tracking reports </li></ul>
  27. 27. Event tracking example <ul><li>Category: “Video” </li></ul><ul><li>Action: “Start,” “PlayMarker,” “End” </li></ul><ul><li>Label: “Jamproof Inspiration” </li></ul><ul><li>Value: 0 – 100% </li></ul>
  28. 28. Virtual page views versus events <ul><li>Virtual page views (VPV) provide measurement opportunity for “pages” that might not normally be tracked </li></ul><ul><li>VPVs increase page oriented statistics and can skew results if used improperly </li></ul><ul><li>Events can track “occurrences” that are important, but are not equivalent to page views </li></ul><ul><li>Events do not increase page view related statistics </li></ul>
  29. 29. Advanced segments <ul><li>Advanced segments are “filtered” views of your analytics data that: </li></ul><ul><ul><li>May be applied to historical data </li></ul></ul><ul><ul><li>Can be compared side by side in reports </li></ul></ul><ul><ul><li>Are quick to create and do not effect the underlying data </li></ul></ul>
  30. 30. Creating advanced segments
  31. 31. Advanced segments comparison
  32. 32. Thank you! <ul><li>Questions? </li></ul>