Define, Setup, Analyze and Communicate your Data Deluge
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Digital Growth Unleashed 2018 - Define, Setup, Analyze and Communicate your Data Deluge Thomas Bosilevac, Founder - Chief Insight Officer MashMetrics Everyone wants to be “data-driven” right? … how can you manage what you don’t measure… Is data the new oil? The hyperbole is everywhere. Let’s be honest though, do you report on Quantity metrics like Revenue, Social “Likes”, or … gulp pageviews? Are you confused on when to use Quality metrics like Average Order Value, Retweets, Scroll Rate, CPC, Average Order Value, or (totally inaccurate) Bounce Rate and Time on Page? This entire conference is surrounded by amazing techniques and tactics to increase and grow your traffic on PPC, SEO, Email, and other channels and improving engagement with Mobile Optimization, Testing Strategies and Tools, Personalization and so much more. Each of these techniques is gathering data. How can you go from just Collecting and Reporting all this information to actually Analyzing and Sharing stories? Learn Effective and Productive ways to: • Easily define which of the thousands of data sets you should concentrate on and when • Learn best practice Setup techniques to assure Accurate, Actionable and Accessible data reporting • Learn a simple Improve \ Grow framework to analyze your data for actionable insights Don’t keep your data in a silo, Share it to make maximum impact in your organization
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Define, Setup, Analyze and Communicate your Data Deluge
- 1. #DGU18 mashmetrics.com Unleash the Power of Analytics Define, Setup, Analyze and Share the Data Deluge Thomas Bosilevac
- 2. #DGU18 mashmetrics.com ➔ Define So many metrics from so many sources - which of the thousands should you concentrate on and when?
- 3. #DGU18 mashmetrics.com ➔ Set up Facebook Pixel, Email Conversion Tag, eCommerce Values, Events?
- 4. #DGU18 mashmetrics.com ➔ Analyze How can you find the important needles of insights out of this haystack of data?
- 5. #DGU18 mashmetrics.com ➔ Analyze How can you find the important needles of insights out of this haystack of data? ➔ Share Collecting, Combining, Reporting takes so much time … and no one still understands the meaning?!
- 6. #DGU18 mashmetrics.com DEFINE 1) Create a measurement Plan
- 7. #DGU18 mashmetrics.com DEFINE SETUP 1) Create a measurement Plan 2) Use Tag Management 3) Measure Page “Events”= Goals 4) Duplicate with other Marketing Tags
- 8. #DGU18 mashmetrics.com DEFINE SETUP ANALYZE 1) Create a measurement Plan 2) Use Tag Management 3) Measure Page “Events”= Goals 4) Duplicate with other Marketing Tags 5) Set up Advanced Segments 6) Create Audiences to Micro-Target 7) Determine whether to Improve or Grow
- 9. #DGU18 mashmetrics.com DEFINE SETUP ANALYZE SHARE 1) Create a measurement Plan 2) Use Tag Management 3) Measure Page “Events”= Goals 4) Duplicate with other Marketing Tags 5) Set up Advanced Segments 6) Create Audiences to Micro-Target 7) Determine whether to Improve or Grow 8) Automate the mundane 9) Show Analysis within Reports.
- 10. #DGU18 mashmetrics.com DEFINE 1) Create a measurement Plan Scalable and Agile framework to identify ● Which data to look at ● Why it is important ● When it is important
- 19. #DGU18 mashmetrics.com TACTICS ATTRACT = GENERATE EYEBALLS
- 20. #DGU18 mashmetrics.com ATTRACT = GENERATE EYEBALLS ENGAGE = WHY YOU?
- 21. #DGU18 mashmetrics.com ATTRACT = GENERATE EYEBALLS ENGAGE = WHY YOU? CHANNELS TACTICS CONVERT = CREDIT CARD!
- 22. #DGU18 mashmetrics.com ATTRACT = GENERATE EYEBALLS ENGAGE = WHY YOU? CHANNELS TACTICS CONVERT = CREDIT CARD!LOYALTY = RETURN AND TELL OTHERS!
- 26. #DGU18 mashmetrics.com#DGU18 mashmetrics.com DEFINE 1) Create a measurement Plan Scalable and Agile framework to identify ● Which data to look at ● Why it is important ● When it is important
- 27. #DGU18 mashmetrics.com DEFINE SETUP 1) Create a measurement Plan 2) Use Tag Management 3) Measure Page “Events”= Goals 4) Duplicate with other Marketing Tags
- 28. #DGU18 mashmetrics.com#DGU18 mashmetrics.com Old Way New Way 2) Using Tag Management
- 29. #DGU18 mashmetrics.com#DGU18 mashmetrics.com2) Using Tag Management TAGS
- 30. #DGU18 mashmetrics.com#DGU18 mashmetrics.com2) Using Tag Management TAGS
- 31. #DGU18 mashmetrics.com#DGU18 mashmetrics.com2) Using Tag Management TAGS
- 32. #DGU18 mashmetrics.com#DGU18 mashmetrics.com2) Using Tag Management TAGS
- 33. #DGU18 mashmetrics.com#DGU18 mashmetrics.com2) Using Tag Management TRIGGERS
- 34. #DGU18 mashmetrics.com#DGU18 mashmetrics.com2) Using Tag Management TRIGGERS
- 35. #DGU18 mashmetrics.com#DGU18 mashmetrics.com2) Using Tag Management VARIABLES
- 36. #DGU18 mashmetrics.com#DGU18 mashmetrics.com2) Using Tag Management VARIABLES
- 37. #DGU18 mashmetrics.com#DGU18 mashmetrics.com2) Using Tag Management Defined Process Privacy Compliance Page Loading
- 38. #DGU18 mashmetrics.com#DGU18 mashmetrics.com3) Measure Page “Events”= Goals
- 39. #DGU18 mashmetrics.com#DGU18 mashmetrics.com3) Measure Page “Events”= Goals Events Custom Metrics
- 40. #DGU18 mashmetrics.com#DGU18 mashmetrics.com3) Measure Page “Events”= Goals
- 41. #DGU18 mashmetrics.com#DGU18 mashmetrics.com3) Measure Page “Events”= Goals
- 42. #DGU18 mashmetrics.com#DGU18 mashmetrics.com3) Measure Page “Events”= Goals Engagement Goals
- 43. #DGU18 mashmetrics.com#DGU18 mashmetrics.com3) Measure Page “Events”= Goals Micro-Conversion Goals
- 44. #DGU18 mashmetrics.com#DGU18 mashmetrics.com https://www.davinci.tools https://mashmetrics.com/tools 3) Measure Page “Events”= Goals Loyalty Goals
- 45. #DGU18 mashmetrics.com#DGU18 mashmetrics.com ➔ Setup Tip 4) Duplicate for Social Media 4) Duplicate with other Marketing Tags
- 46. #DGU18 mashmetrics.com DEFINE SETUP 1) Create a measurement Plan 2) Use Tag Management 3) Measure Page “Events”= Goals 4) Duplicate with other Marketing Tags
- 47. #DGU18 mashmetrics.com DEFINE SETUP ANALYZE 1) Create a measurement Plan 2) Use Tag Management 3) Measure Page “Events”= Goals 4) Duplicate with other Marketing Tags 5) Set up Advanced Segments 6) Create Audiences to Micro-Target 7) Determine whether to Improve or Grow
- 48. #DGU18 mashmetrics.com 0,000 COUNTS QUANTITY 7) Determine whether to Improve or Grow Quantity
- 49. #DGU18 mashmetrics.com 00% RATIOS QUALITY 7) Determine whether to Improve or Grow Quantity
- 50. #DGU18 mashmetrics.com Quantity Quality 7) Determine whether to Improve or Grow
- 51. #DGU18 mashmetrics.com ➔ Grow Once your goals are meeting expectations THEN you can spend on more Awareness or Engagement techniques 7) Determine whether to Improve or Grow
- 52. #DGU18 mashmetrics.com ➔ Grow Once your goals are meeting expectations THEN you can spend on more Awareness or Engagement techniques ➔ Improve If your goals are not being met, then improve the process before promoting 7) Determine whether to Improve or Grow
- 53. #DGU18 mashmetrics.com QuantityQualit y ➔ Grow Once your goals are meeting expectations THEN you can spend on more Awareness or Engagement techniques ➔ Improve If your goals are not being met, then improve the process before promoting 7) Determine whether to Improve or Grow
- 54. #DGU18 mashmetrics.com#DGU18 mashmetrics.com Improve or Grow - Analysis only really has two real outcomes: ➔ Backlinks - not a lot of traffic but great ROI ➔ Email - fair traffic and good ROI ➔ PPC - Majority Sales, Fair ROI ➔ Social - Little Traffic, Little Sales ROI SALES 7) Determine whether to Improve or Grow
- 55. #DGU18 mashmetrics.com#DGU18 mashmetrics.com ENGAGEMENT RATEVISITS Improve or Grow - Analysis only really has two real outcomes: ➔ Backlinks - not a lot of traffic but great Engagement ➔ Email - fair traffic and good Engagement ➔ PPC - Majority Sales, Bad Engagement ➔ Social - Little Traffic, Good Engagement 7) Determine whether to Improve or Grow
- 56. #DGU18 mashmetrics.com#DGU18 mashmetrics.com Improve or Grow - Utilize this over simplified model when deciding what initiatives to move or start ➔ Grow Once your goals are meeting expectations THEN you can spend on more Awareness or Engagement techniques ➔ Improve If your goals are not being met, then improve the process before promoting 7) Determine whether to Improve or Grow Quantity Qualit y
- 57. #DGU18 mashmetrics.com#DGU18 mashmetrics.com Improve or Grow - Utilize this over simplified model when deciding what initiatives to move or start ➔ Grow Once your goals are meeting expectations THEN you can spend on more Awareness or Engagement techniques ➔ Improve If your goals are not being met, then improve the process before promoting 7) Determine whether to Improve or Grow Quantity Qualit y
- 58. #DGU18 mashmetrics.com#DGU18 mashmetrics.com 5) Set up Advanced Segments
- 59. #DGU18 mashmetrics.com#DGU18 mashmetrics.com 5) Set up Advanced Segments
- 60. #DGU18 mashmetrics.com#DGU18 mashmetrics.com 5) Set up Advanced Segments
- 61. #DGU18 mashmetrics.com#DGU18 mashmetrics.com 5) Set up Advanced Segments
- 62. #DGU18 mashmetrics.com#DGU18 mashmetrics.com 5) Set up Advanced Segments
- 63. #DGU18 mashmetrics.com#DGU18 mashmetrics.com 6) Create Audiences to Micro-Target
- 64. #DGU18 mashmetrics.com#DGU18 mashmetrics.com Import Segment (Or use others listed) Review Total Users, How long to keepem Choose Analytics View GOOGLE: This should be default, or from the multi- select?!?! 6) Create Audiences to Micro-Target
- 65. #DGU18 mashmetrics.com#DGU18 mashmetrics.com 6) Create Audiences to Micro-Target
- 66. #DGU18 mashmetrics.com#DGU18 mashmetrics.com ➔ Grow Once conversion goals are meeting expectations THEN you can spend on more Awareness or even Loyalty marketing ➔ Improve If your conversion goals are not being met, we find areas to improve the engagement and conversion process before promoting further 7) Determine whether to Improve or Grow
- 67. #DGU18 mashmetrics.com DEFINE SETUP ANALYZE 1) Create a measurement Plan 2) Use Tag Management 3) Measure Page “Events”= Goals 4) Duplicate with other Marketing Tags 5) Set up Advanced Segments 6) Create Audiences to Micro-Target 7) Determine whether to Improve or Grow
- 68. #DGU18 mashmetrics.com DEFINE SETUP ANALYZE SHARE 1) Create a measurement Plan 2) Use Tag Management 3) Measure Page “Events”= Goals 4) Duplicate with other Marketing Tags 5) Set up Advanced Segments 6) Create Audiences to Micro-Target 7) Determine whether to Improve or Grow 8) Automate the mundane 9) Show Analysis within Reports.
- 73. #DGU18 mashmetrics.com#DGU18 mashmetrics.com Google Data Studio Free Several Data Sources Templates Direct URL Automate the mundane
- 74. #DGU18 mashmetrics.com#DGU18 mashmetrics.com ➔ Automated Alerts Automate the mundane
- 75. #DGU18 mashmetrics.com#DGU18 mashmetrics.com ➔ SHARE Tip 8) Alerts Not Reports ➔ Scheduled GA Reports Automate the mundane
- 76. #DGU18 mashmetrics.com#DGU18 mashmetrics.com Goals and Targets - How are you doing? Alerts from several different data sources!!! ➔ SHARE Tip 8) Alerts Not Reports 9) Show Analysis within Reports
- 77. #DGU18 mashmetrics.com#DGU18 mashmetrics.com ➔ AGAINST A TARGET STORY EQUAL COMPARISON 9) Show Analysis within Reports
- 78. #DGU18 mashmetrics.com DEFINE SETUP ANALYZE SHARE 1) Create a measurement Plan 2) Use Tag Management 3) Measure Page “Events”= Goals 4) Duplicate with other Marketing Tags 5) Set up Advanced Segments 6) Create Audiences to Micro-Target 7) Determine whether to Improve or Grow 8) Automate the mundane 9) Show Analysis within Reports.