The document discusses setting up an effective analytics framework. It outlines eight key phases: 1) attributing traffic sources, 2) defining the sales funnel, 3) integrating data, 4) attributing conversions, 5) optimizing conversions, 6) segmenting prospects, 7) analyzing the post-purchase funnel, and 8) ongoing reporting. It emphasizes regularly analyzing data and taking action. The goal is to understand customer behavior and improve revenue. Setting up the right analytics framework requires auditing current data, developing a collection strategy, and ongoing reporting and analysis.

1. Daniel Smulevich

2. Content Analytics
The elephant in the room

3. I can’t think of any other
industry where its top
professionals have
repeated the same thing…
OVER AND OVER...

5. And pretty much everyone
out there listened to them…

6. And pretty much everyone
out there listened to them…
… well, sort of.

7. FLUFF

10. 46%

11. Is it just about choosing the
right KPIs?

12. AKPI is a metric used to
determine how well you are
performing against your
business objectives.

13. Business
Objective
Goal KPI KPITarget
Segmented
KPI
Number of
new leads per
month
Effective
Marketing
Build a
customer
database
200 per month Number of
new leads per
month
by channel

14. Newleads from
Affiliate programs

15. BOUNCE RATE

16. BOUNCE RATE

17. TIME ON SITE

18. TIME ON SITE

19. KPIs

20. KPIs

21. KPIs

22. Flags

23. And they are also
misleading: they think in
terms of interactive
engagement hits,
do you?
If you don’t know what this means, start
from here: bit.ly/1xF11QO

24. 69% of marketers use
pageviews as a key metric,
forgetting about…

25. AJAX
VIDEOS
HOVERS
SCROLLING
CLICKS
TABBED BROWSING
and so on.

26. Start measuring the attention
time your content receives,
from mouse movements to
video plays, looking at what
browser tab was opened etc.

28. Last year, Upworthy moved from
making decisions based on
pageviews to using attention
minutes.
Sample code: bit.ly/1F2JLUG

29. Last year, Upworthy moved from
making decisions based on
pageviews to using attention
minutes.
And two months later they were
able to charge brands for branded
content.

31. Or start with free plugins for:
Screen time (bit.ly/11wn6Tm)
Active time (bit.ly/1F2KXHp)
Scroll depth (bit.ly/1eH0S1r)
By @robflaherty

32. External
KPIs Board
Anything that you can correlate with revenues, conversions, cost (£)
PIs Marketers
Metrics that help you get to your KPI targets (Content performance: task
completion rate, attention time)
Internal
Flags Marketers + Website managers
To spot issues early (Adjusted bounce rate, site speed)

33. Be wary of averages: they hide
trends and outliers!

34. The goal of our work is to
understand the triggers
behind new and existing
customers’ content
consumption and buying
behaviour…

35. …so we can plot the best
course of action to drive
demonstrable
improvements in revenue.

36. How do we get to
that?

37. Step up your analytics game

38. Three distinct phases
1. Data audit
2. Framework development
3. Ongoing reporting and
analysis

39. Three distinct phases
1. Data audit
2. Framework development
3. Ongoing reporting and
analysis

40. Understanding what structures
you/the client has in place, and how
the business is using the data at its
disposal, so that we can devise a
data collection and reporting
strategy that supports our content
marketing efforts.

41. 1. Sources attribution

42. 1. Sources attribution
We must attribute prospects to their
acquisition source or channel. We can’t work
out where our best prospects are if we don’t
know the source (PPC, email).

44. Attributed sources of traffic
Conditions

45. 1. Sources attribution
2. Sales funnel definition

46. 2. Sales funnel definition
We need to define the sales funnel stages by
establishing the demographic and
behavioural measures as prospects move
down the funnel.

49. 1. Sources attribution
2. Sales funnel definition
3. Data integration/data warehousing

50. 3. Data integration/data warehousing
A data warehouse is just a big database that
pulls data from lots of different sources. When
this data is put together, you can do an all-
round user analysis, e.g. looking at online
behaviour and offline conversion. Or tie long-
term purchase history to online behaviour.
If you are using GAP, you should take
advantage of the free connector to BigQuery.

52. 1. Sources attribution
2. Sales funnel definition
3. Data integration/data warehousing
4. Conversion attribution

53. 4. Conversion attribution
We should AT LEAST create an attribution
model to determine credit for content and
sales conversions. It’s a mistake to attribute
conversion to a single action: the reality is
usually a complex mix of sales path
interactions.
The attribution model should be applied to
evaluate content promotion campaigns.

54. SEO
PPC EMAIL DIRECT
1
2
3
7
4
10
8
9
5
10+
6
CONVERSION PATH LENGTH

55. SEO
PPC EMAIL DIRECT
1
2
3
7
4
10
8
9
5
10+
6
CONVERSION PATH LENGTH

56. SEO PPC EMAIL DIRECT
$

57. SEO PPC EMAIL DIRECT
$

58. SEO PPC EMAIL DIRECT
$

59. SEO PPC EMAIL DIRECT
$

60. SEO PPC EMAIL DIRECT
$

61. SEO PPC EMAIL DIRECT
$

62. However, this is only the tip of the
iceberg.

64. Cross-channel attribution:
“The practice of using advanced statistical
approaches to allocate proportional credit to
marketing communications and media activity
across all channels, which ultimately leads to the
desired customer action.”
The Forrester Wave™: Cross-Channel Attribution Providers, Q4
2014

65. 1. Sources attribution
2. Sales funnel definition
3. Data integration/data warehousing
4. Conversion attribution
5. Conversion optimisation

66. 5. Conversion optimisation
If we know where opportunities fall out, we
can take positive actions: messaging, copy,
calls-to-action, value propositions, design,
and even entire campaigns can be optimized
to overcome any issues.

67. Don’t forget to test
your assumptions

68. A/B

69. AA/BB

70. 1. Sources attribution
2. Sales funnel definition
3. Data integration/data warehousing
4. Conversion attribution
5. Conversion optimisation
6. Prospects segmentation

71. 6. Prospects segmentation
You should segment your prospects, so that
you can boost conversion rates with better
content and increase sales interest with
stronger problem focus.

73. 1. Sources attribution
2. Sales funnel definition
3. Data integration/data warehousing
4. Conversion attribution
5. Conversion optimisation
6. Prospects segmentation
7. Post-purchase funnel

74. 7. Post-purchase funnel
Can we separate online communications
strategies, campaigns and messages for
repeat sales to the existing customer base?

75. Thanksto the genial@martooziefor this!

76. 1. Sources attribution
2. Sales funnel definition
3. Data integration/data warehousing
4. Conversion attribution
5. Conversion optimisation
6. Prospects segmentation
7. Post-purchase funnel
8. Reporting

77. 8. Reporting
The right level of reporting should enable
different stakeholders (marketers,
salespeople etc.) to receive only the
information they need, in a way that’s as
simple and clear as possible, to take
informed decisions.
Automate reporting whenever possible.

78. 1. Sources attribution
2. Sales funnel definition
3. Data integration/data warehousing
4. Conversion attribution
5. Conversion optimisation
6. Prospects segmentation
7. Post-purchase funnel
8. Reporting
Their tools

79. Three distinct phases
1. Data audit
2. Framework development
3. Ongoing reporting and
analysis

80. Framework development
=
Data collection strategy

81. Start from the business
requirements, talk to the
stakeholders involved and then
visualise the dimensions/metrics
that you aim to get

83. Now you’re ready to
spec it out!
1. Plan for the mid-long term
2. Don’t overcomplicate things
3. Think of constraints:
• Budget
• Technology
• Resources

86. Three distinct phases
1. Data audit
2. Framework development
3. Ongoing reporting and
analysis

87. AND SO
WHAT?

88. AAAAA
Always
Add
Analysis
And
Action

89. In-depth analysis should be
carried out on a regular basis:
results should be brought into
quarterly meetings with the
relevant stakeholders, upon
internal sharing first with the
(agency) team.

90. Take data out of silos

91. Outcome:
integrated, personalised, dynamic
dashboards and reports, on which
we can easily add our analysis.

92. Outcome:
integrated, personalised, dynamic
dashboards and reports, on which
we can easily add our analysis.

93. Outcome:
integrated, personalised, dynamic
dashboards and reports, on which
we can easily add our analysis.

94. Outcome:
integrated, personalised, dynamic
dashboards and reports, on which
we can easily add our analysis.

95. Become best friends with
these bad boys…
APIs Webhooks

96. Become best friends with
these bad boys…
APIs Webhooks

98. Your bible: GAreference guide
bit.ly/P8msWU

99. Your playground:
the query explorer
bit.ly/XeNbVy

100. Three ways to extract data using
theAPI:
Add-ons (Supermetrics rocks!)
Custom functions
Programmatically (build a PHP app)
Easy
Hard

102. You can also use the
management API to import
data into GA!
Data on: users, campaigns, content, products,
refunds, cost
bit.ly/1nTIkEl

103. Become best friends with
these bad boys…
APIs Webhooks

105. Webhooks let you send data to
GoogleAnalytics when something
special in another platform
happens, e.g. you won that
contract with the client!

106. GAMeasurement Protocol: bit.ly/N3z7sa

107. WAIT, WAIT, WAIT….

108. How do I link GAusers
with CRM entries?
• Extract client id from GAcookie
• Pass the User ID from the CRM
• Use your CRMAPI to push the data through
along with the CRM id
• Call webhooks as users perform set actions

109. Now all your data is integrated,
you can visualise data the way
you/your client/your board needs!
Use free visualisationsAPIs:
• GoogleAnalytics EmbedAPI
• Google Charts

111. Alittle reminder

112. Collection Reporting Analysis
OUR BIG CHALLENGE
MEDIUM
HIGH
LOW

113. Collection Reporting Analysis
OUR BIG CHALLENGE
MEDIUM
HIGH
LOW

114. Collection Reporting Analysis
OUR BIG CHALLENGE
MEDIUM
HIGH
LOW

115. Collection Reporting Analysis
WHAT OUR CLIENTS WILL EXPECT
MEDIUM
HIGH
LOW

116. Collection Reporting Analysis
MANAGING EXPECTATIONS
MEDIUM
HIGH
LOW

117. Collection Reporting Analysis
MANAGING EXPECTATIONS
MEDIUM
HIGH
LOW

118. Collection Reporting Analysis
ACTIONABLEADVICE

119. Collection Reporting Analysis
ACTIONABLEADVICE

120. Iterative analytics
implementations:
“As you continually improve your site and its
features, your implementation must evolve
as well in order to provide you with the data
you need.”
@RudiShumpert

121. Thank you.
@dSmulevich
daniel.smulevich@jellyfish.co.uk

122. Roundtable Question
What are the key challenges you're facing in integrating Analytics further
into your work? Is it a lack of resources, skills, time, or legacy processes
and tools...?