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MJ
Uploaded byMike Jessop
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Digital landscape

The document outlines an agenda for a presentation on analytics and making the most of data. The presentation covers an overview of web analytics using Google Analytics, setting up goals, events and tracking, A/B testing, attribution modeling, and connecting data sources to gain more insights. It emphasizes how digital marketing relies on data and recommends businesses utilize free Google Analytics to track metrics, identify trends, and learn what performs best to improve decisions.

Marketingâ—¦
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Welcome! 2
Analytics and making the most of your data Mike Jessop - Strawberry
Agenda - Analytics and making the most of your data (18:15 - 18:50) - Break - Meet and greet (18:50 - 19:10) - Q/A (19:10 - 19:45) - Beers and breakout (19:45 - 20:00) - End. (20:00)
Data and Analytics â—Ź Web Analytics (An overview) â—Ź Google Analytics â—Ź Goals, Events, Tracking and KPIs â—Ź Connecting the dots â—Ź A/B Testing â—Ź Making better decisions.
Marketing and uncertainty “Half of my marketing works, I just don’t know which half” - Someone….Annoyingly. NOT ANYMORE!!
We tag and track anything/everything!!
The culprits Ebay - 22 tags ASOS - 31 tags ThisisHull - 62 tags Facebook - 239 tags The Guardian - 16 tags *tags brought to you by WASP
What are they doing? - Personalising content - Serving ad content - tracking your onsite interaction - recording your activity - A/B testing your experience - Pulling your information from 3rd party sources
Why?? To Get MORE Data!
…..A History.
A history... ● Urchin on Demand created an analytics package (Hence UA-xxxxxx-x) ● You could buy a license for $4,995 ● Google bought Urchin in 2005 ● It is now the most popular website analytics tool in the world. ● If you don’t have it get it, if you have it, use it!
What can you find? â—Ź Visitor numbers â—Ź Best performing channels â—Ź Page performance â—Ź Visitor performance â—Ź Ecommerce data â—Ź Downloads, video views, goal completions
What you can do ● Setup automated real time dashboard, alerts and reports ● Create custom goals ● Identify what pages aren’t performing on your site. ● Identify seasonal trends ● Forecast ● Find out what works!...and do more of that.
What you can do ● Setup Automated dashboard, alerts ● Create custom goals ● Identify what pages aren’t performing on your site. ● Identify seasonal trends ● Forecast ● Find out what works!...and do more of that.
What you can do ● Setup Automated dashboard, alerts ● Create custom goals ● Identify what pages aren’t performing on your site. ● Identify seasonal trends ● Forecast ● Find out what works!...and do more of that.
Spot Trends!
Find out what works!
What I’m looking at… ● Attribution Modelling ● Conversion Paths ● A/B Testing ● Dynamic Telephone Numbers
Attribution Modelling â—Ź Correctly attributing your activity! â—Ź Visitor journeys are more complicated â—Ź First interaction or last? â—Ź Email and Social can seek comfort.
Conversion Paths â—Ź Customer paths are long!!! â—Ź Find out popular paths â—Ź What started their journey?
A/B Testing
Dynamic Telephone Numbers Email Traffic PPC Social/ Keyword Specific
Connecting the dots â—Ź Remarketing - Personalising ads based on activity. â—Ź Facebook integration - Gather data about your fans. â—Ź Email activity based on user interaction â—Ź Email based on customer purchase or browsing
Social monitoring WE NEED ANOTHER PRESENTATION
Recap â—Ź Digital Marketing is all about data â—Ź Google Analytics is FREE! â—Ź Attribution gives you the real deal â—Ź A/B testing can help dramatically improve site performance â—Ź Begin to track offline performance and integrate with CRM.
Agenda - Analytics and making the most of your data (18: 15 - 18:50) - Break - Meet and Greet (18:50 - 19:10) - Q/A (19:10 - 19:45) - Beers and Breakout (19:45 - 20:00) - End. (20:00)
One more thing...
….Thanks @michaeljessop Mike.jessop@strawberry.co.uk