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April 2018 Digital Marketing Roundtable
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- 5. waukesha.org Case study: Howdata drives the Alliance’s decisions Amy Benz PR & Marketing Manager Waukesha County Business Alliance
- 6. Waukesha County BusinessAlliance • Mission: To drive economic growth in Waukesha County • Vision: To make Waukesha County the best place to do business
- 7. Agenda • How wegather data • How we use data • Success stories WEBSITE EMAILS SOCIAL MEDIA
- 8. Gathering Data • Didn’thave much to go on WEBSITE EMAILS SOCIAL MEDIA
- 9. Gathering Data • Didn’thave much to go on WEBSITE EMAILS SOCIAL MEDIA
- 10. Gathering Data • Didn’thave much to go on WEBSITE EMAILS SOCIAL MEDIA
- 11. Gathering Data • Didn’thave much to go on WEBSITE EMAILS SOCIAL MEDIA
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- 13. Gathering Data • ConstantContact • Get benchmarks - https://knowledgebase.constantcontact.com/articles/KnowledgeBase/5409- average-industry-rates?lang=en_US WEBSITE EMAILS SOCIAL MEDIA
- 14. Gathering Data • ConstantContact • Get benchmarks - https://knowledgebase.constantcontact.com/articles/KnowledgeBase/5409- average-industry-rates?lang=en_US WEBSITE EMAILS SOCIAL MEDIA
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- 17. Gathering Data WEBSITE EMAILS SOCIALMEDIA • Facebook • Twitter – analytics.twitter.com • LinkedIn
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- 27. Success Stories WEBSITE EMAILSSOCIAL MEDIA • Sales • Event attendance • Reach
- 28. Questions? Amy Benz PR &Marketing Manager abenz@waukesha.org 262-409-2626 Waukesha County Business Alliance
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- 34. A Different UseOf Data
- 35. It’s All InYour Head • For decades it was suspected that stress was related to poor health, but the how and why was not thoroughly understood. • In 1998 a study was published based on data collected by a health system in California, Kaiser-Permanente. • Science has been exploring this connection to determine the actual causes. • A new and emerging discipline called “Trauma-Informed Care” applies the findings of brain science to behavior management.
- 36. Don’t Ask What’sWrong Ask What Happened
- 37. What’s In AWord?
- 38. Initial Findings • FirstResponders • Fitness And Stress
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- 51. How Marketers Use DataTo Win
- 52. Source: ITSMA/Vision Edge Marketing 84%of marketers cannot measure and report on the contribution of their programs to the business
- 53. Source: Forbes Insightsand Turn Only 22% of marketers say they have data-driven marketing initiatives that are achieving significant results
- 54. Source: Convince andConvert Only 44% of CMOs say they can measure ROI
- 55. Google Analytics Free Toolto track website and app usage Integrates data with the Google Suite of products (AdWords and Search Console) Integral to measuring marketing efforts and ROI However, it’s a “garbage in, garbage out” tool
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- 57. Installing The Code •Code needs to be installed on on all pages of your website • Many Content Management Systems (CMS) have plugins to implement the code • Should be located in the <head> of the page, to ensure it’s loaded first
- 58. Common Mistake #1 •Multiple instances of the same code on pages • Causes two pageviews to fire back-to-back • Bounce rate will drop unnaturally low
- 59. Common Mistake #2 •Code not installed on all pages • Exit rates seem unusually high • Pages are absent from reports
- 60. Common Mistake #2- Diagnosing • Diagnostic notification within Analytics • Click the bell icon in the upper right hand corner • Analytics will notify you if there are pages that • Limitation: You will only be notified once Google finds the issues
- 61. Common Mistake #2- Diagnosing • Google Tag Assistant Chrome extension • Analyzes all tags available on a site • Provides feedback on issues with the implementation • Limitation: Can only be checked on a page-by-page basis
- 62. Common Mistake #2- Diagnosing • Crawling software, like Screaming Frog, can crawl all available links of your site • Can be set to find specific strings of text (like an Analytics code) • Limitation: Paid software, free version is limited to 500 unique URLs
- 63. Additional Settings –IP Filters • Your target audience is not likely you and your co-workers, so why report on their interactions with your site? • Get your IP Address(es) and exclude from Analytics • Note: Do NOT do this if you only have one View setup, create a duplicate and implement filters on the View you want to report from
- 64. Additional Settings –Site Search • On site search can provide you valuable insights • People are literally telling you what they’re trying to find on your site • Conduct a search on your site to identify your site’s query parameter
- 65. Additional Settings –Site Search • Edit the “View Settings” for your main reporting View • Enable “Site search Tracking” • Input your query parameter
- 66. Additional Settings –Ecommerce • Enable Ecommerce toggle in the Ecommerce Settings for your main reporting view • That’s it • Note: To track Ecommerce within Analytics, there is additional setup that needs to be done to your site
- 67. Setting Up Goals •Determine which actions on your website contribute to your sales funnel (RFQs, Contact Forms, Demo Requests) • Configure a unique goal within Analytics for each action • Forms are most commonly tracked with unique thank you page views
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- 69. AdWords • Pulls alldata into one convenient location • Without this integration, AdWords traffic gets incorrectly categorized
- 70. AdWords • Make surethe login you use for both Analytics and AdWords is setup as an administrator for both • Go to “AdWords Linking” under Property • Select the AdWords Account you want to link • Choose which View you want to link
- 71. Common Mistake #3 •Not having auto-tagging set for AdWords campaigns • A setting within AdWords that is off by default • All information from AdWords comes in as “(not set)” rendering it useless in Analytics • Note: If you’re using Bing Ads, enable auto-tagging there as well
- 72. Search Console • GoogleSearch Console is a tool that can provide additional insights into organic searches that are featuring your site • Linking the two tools will pull relevant data into Analytics to give you a single source reporting tool • Note: Data from Search Console will not match your Analytics data
- 73. Search Console • Makesure the login you use for both Analytics and Search Console is setup as an administrator for both • Click “All Products” under Product Linking • Click Add and select the property you want to link
- 74. Email • Email platformsare great at reporting on their stats (open rate, click through rate) • But without the context of what happens after they get to your site, how do you know if it’s working? • Without tagging your emails, the data gets lost as “Direct”
- 75. Email • Many platformshave integrations with Google Analytics • Make sure these integrations tag your emails • Otherwise you can manually tag the URLs in your emails • Google’s Campaign URL Builder provides an easy-to-use solution
- 76. Social Media (Adsspecifically) • Analytics has made great strides in segmenting out social media traffic by default • However, it does not differentiate between organic and paid social • Additional tracking parameters need to be added to ad URLs • Google’s Campaign URL Builder
- 77. Social Media AdTracking • Use the name of the specific social media platform as your source (facebook, linkedin, twitter, etc…) • Use Analytics’ default medium of “cpc” for paid channels • Try to be as detail as possible with your Campaign Name in order to track results
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- 89. Put ‘em TogetherAnd What Have You Got?
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- 96. Site Search Resultsfor Gopher
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- 98. Source: Invoca Only 29%of marketers are getting credit for the inbound calls they drive
- 99. Call Tracking • Manyleads generated by marketing, especially B2B, are by phone (6-10 calls per form) • Google Analytics can’t track these events • Sales people aren’t going to be able to track back where that lead came from • Note: These require the visible phone number to change
- 100. Lead Source Integration •While Analytics can track aggregate data, it cannot tell you which channel a specific lead used • Many Automation platforms capture lead source from form submissions • Can be added as additional functionality to many Content Management Systems
- 101. Campaign Tracking • Ifyou’re running a specific campaign across multiple channels, you can link the data through campaign parameters • Without these, finding the data can be tricky or even impossible • Direct mail, E-mail, Print ads, can all be tracked
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