4 Tips to Optimize Campaigns with Data & Testing; Infotrust
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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.
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4 Tips to Optimize Campaigns with Data & Testing; Infotrust
- 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
- 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
- 12. @michael_loban Focus on your IVP
- 13. @michael_loban Focus on your IVP IDEAL VISITOR PROFILE
- 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
- 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%
- 21. Driving Value with Data
- 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
- 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