This document discusses how analytics can help optimize marketing decisions. It emphasizes using data from web analytics, experiments, and metrics to understand customer behavior, test hypotheses, and measure the impact of marketing campaigns. Examples are given of how analytics revealed improvements for a client, including increased online bidding, bids, and bid values following implementation of Google Analytics and digital advertising changes. The importance of testing hypotheses, analyzing results, and continuously improving based on data and the "scientific method" is stressed.

1. Optimizing Marketing with Analytics
Michael Loban
@michael_loban

2. Consider:
1. Web analytics consulting & technology company
2. 2,000+ sites analyzed and supported annually
3. 50+ Digital marketing training programs a year
@michael_loban

3. How Do We Make
Marketing Decisions?

4. Consider:
@michael_loban
“It would appear, John, that your gut feel was only indigestion”

5. How Decisions are Made
@michael_loban

6. Keeping Score

7. @michael_loban
Total
Sessions
Avg.
Session
Dura3on
Jan
Feb
March
April
Jan
Feb
March
April
42,520
41,707
36,127
49,841
1:06
1:08
1:13
0:47
112,579
117,118
167,815
103,375
1:44
1:41
1:22
1:53
5,196
169,164
49,247
10,973
0:57
0:21
0:33
0:39
Bounce
Rate
Time
on
Page
4%
6%
8%
11%
0:44
1:28
1:28
1:16
22%
25%
28%
20%
2:17
2:13
2:13
2:07
12%
15%
18%
10%
2:05
2:04
2:03
2:04
4%
6%
8%
11%
1:34
1:54
1:38
1:26
Is This What You Have?

8. @michael_loban
Total
Sessions
Avg.
Session
Dura3on
Jan
Feb
March
April
Jan
Feb
March
April
42,520
41,707
36,127
49,841
1:06
1:08
1:13
0:47
112,579
117,118
167,815
103,375
1:44
1:41
1:22
1:53
5,196
169,164
49,247
10,973
0:57
0:21
0:33
0:39
Bounce
Rate
Time
on
Page
4%
6%
8%
11%
0:44
1:28
1:28
1:16
22%
25%
28%
20%
2:17
2:13
2:13
2:07
922,629
765,381
751,042
644,571
2:05
2:04
2:03
2:04
283,781
265,613
263,122
251,941
1:34
1:54
1:38
1:26
Is This What Your Have?

9. @michael_loban
Build a Scoring System That Matters
Desired
Ac3ons
Importance
Factor
Page
scrolling
10
Ar;cle
reading
10
75%
Video
viewership
10
Coupon
print
20
Registra;on
20
Email
Sign-­‐up
20
Purchase
30
Subscrip;on
30
Feedback
&
Review
30
Social
Proof
–
Like,
Tweet,
Share
30

10. Metrics That Tell a Story
What are my
most popular
products?
Which products
are most
frequently
abandoned?
Which
products are
converting
well?
@infotrustllc

11. Focusing on
Segmentation

12. @michael_loban
Focus on your IVP

13. @michael_loban
Focus on your IVP
IDEAL VISITOR PROFILE

14. @michael_loban
Build Your Funnel

15. Using Data - Case Study
InfoTrust
has
helped
Cowan's
revolu;onize
our
marke;ng
strategy.
Our
new
Google
Analy;cs
data
lets
us
know
how
effec;ve
our
digital
adver;sing
is.
Placing
Ads
is
now
a
science
with
measurable
results.
In
the
90
days
immediately
following
the
implementa3on
Cowan’s
saw
a
● 42%
increase
in
online
bidding
● 163%
increase
in
bids
● 185%
increase
in
bid
value
Reid
Sikes,
Director
of
Marke;ng
@michael_loban

16. Scientific Method

17. @michael_loban
1. Observation
2. Research
3. Hypothesis
4. Experiment
5. Analysis
6. Share
7. Again
The Scientific Method

18. @michael_loban
Bucket Down the Process

19. @michael_loban
Begin Testing Hypothesis - 18%

20. @michael_loban
Begin Testing Hypothesis

21. Driving Value with Data

22. @michael_loban
Anchorman Approach

23. @michael_loban
Report the summary of the
customer previous
behavior.
Anchorman Approach

24. @michael_loban
Business
Value
Degree
of
Complexity
How
many,
how
oTen,
when?
Where
is
the
problem?
Why
is
this
happening?
What
will
happen
next?
What’s
the
best
that
can
happen
&
how?
Analytical Maturity

25. @michael_loban
ROI Analysis

26. Online marketing - offline results
Website Visit Remarketing List Targeted Ad Completed Form
Campus Visit Phone ConsultationCompleted Application

27. Beckfield College case study on official Google Analytics blog
ROI Analysis in Action

28. Tell Your Story

30. Management
Marke3ng
Finance
PR
Board

31. @infotrustllc
Focus
The marketing world is full of bright, shiny objects.
We have a tendency to run after all of them.
Focus - the distinctive trait of winning marketing functions.
Forbes

32. Register for Our Webinar with Brian Clifton!
Storytelling with Web Analytics by
Brian Clifton
Wednesday, June 3
1:00 - 2:00pm EST
Register Here: http://goo.gl/NqcCS4

33. Thank you
Questions?

34. Michael Loban
mloban@infotrustllc.com
@michael_loban