How Modern Maketers Should Act on todays Marketing Challenges Presentation made in Measure Camp Faro on 2019-06-29

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Analytics to the rescue !
How Modern Marketers Should act on todays marketing
Challenges
29/06/2019 | Jorge Cunha

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JORGE CUNHA
Digital Marketing Analyst | Google Analytics Expert | Digital Outcomes
Specialist
Founder and Senior Partner of IT Tech BuZ, a consulting company
specialising in Corporate Analytics & Metrics projects and services
related to the digital industry.
He has a wide experience in training and consulting, and implementing
projects related to digital marketing analytics and metrics.
Graduated from the University of British Columbia where he obtained
the ‘Achieving Award of Web Analytics’, he has also been certified by
Google Analytics Academy with the title ‘Analytics Individual Certified’
since 2010.
He has been invited to speak at numerous seminars, conferences and
workshops to share what he knows about digital marketing metrics and
best practices in terms of analysis and monitoring.
He has been invited to lecture as an expert in digital business modules,
such as Google Analytics Labs and Clickstream Analysis, among others.
In our latest projects, we have led and shared knowledge with several
companies, brands and organisations, namely: ANACOM, Brisa, Via
Verde, Media Capital Digital (TVI, TVI24, Maisfutebol, TVI Player), BMW
Finance, Montepio Crédito, Hyundai, Prosegur, TOP Atlântico, and many
others.

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Looking back

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E-
Commerce
Higher Conversion
Rate
Higher Value per
session
Higher Average Order
Value
Less days to
transaction
Higher micro-goals
(like Newsletter)
Lead
Generation
Higher nº of Contacts
Higher quality in
Leads to prospect
Engagment
Increase submits of
request for products
and service
Customer
Support
Increase of internal searches
Decrease of # pages/session
Increase of # instruction flyers
Aumento de visitas às FAQs
Diminuição de contactos para
o “call center” por visitante.
Media/
Content
Increase of the
avg session
duration
Increase # of
Newsletter
members
Decresas the
bounce rate
Increase # of
clicks on he
ads
Apps
Installs
Monthly Active Users
in-App Sell
Engagment

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Customer journey and the KPI’s
• Use Specific Metrics
and KPI’s
Awareness
• Use Awareness
Metrics and KPIs and
Interaction like
Subscribe, Submit
request
Consideration
• Use performance
KPI’s
Purchase
• Rating /Evaluations
Use of
Product/Service • Recomendations KPIs
• Email marketing KPIs
• DIY (ex: vídeos posts)
by UGC
Loyalty

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Goal Journey from Micro to Macro
Micro Goals Macro Goals
Examples:
- Newsletter Signup
- Request for info
- Making List creation
- Recomendation
Online Store

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We should see the
sources of data tied
together!

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Digital ecosystem
Websites Apps Email
Redes
Sociais
Contact
Centers
SEM Analytics

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Establish a Measure Plan for Digital Ecosystem
SpecificS MeasurableM AchievableA RelevantR Time-
BoundT

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Don´t Forget to Put …
Business Goal
Conversion
Goal
KPI
Put your
#% Sucess
Goal

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Business
Upsell /
Cross Sell
New
Customers
Customer
Retention

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Cart
Shipping
Payment
Review
€

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Use K.I.S.S.
approach !!

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The Future Now

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Other
Tags

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Integrations
CRM &
Customer
Database
https://developers.google.com/a
nalytics/solutions/crm-integration

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Full Path conversion online / offline
ex: credit/loan
Social Media
Ads
Organic Search
Others…
Website /App
form Submit with
request for loan
Bank
consideration of
risk
With Credit or No
Credit
Send Approval

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Analytics and Artificial inteligence
• AI is going to define your KPI’s ?
• Customer Centric
• Cost Driven
• Process
• Investor
Source: https://sloanreview.mit.edu/article/strategy-for-and-with-ai

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Where You Can Find ME!
ittechbuz.web
jorgecunha.digital
jorgecunha
@ittechbuz
@jorgecunha