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Digital measurement & analytics
The document is a workshop presentation on web measurement and analytics by Ivan Wong, focusing on utilizing digital analytics for business improvement. It emphasizes defining clear goals, utilizing various metrics for customer understanding, and the importance of testing and optimizing strategies. A key takeaway is the need to manage big data effectively and communicate marketing impacts through structured reporting.
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Digital measurement & analytics
- 1. WEB MEASUREMENT & ANALYTICS ASingTel/MIS Workshop Ivan Wong 27 October 2015 www.qcg.com.sg
- 2. Speaker Intro Ivan Wong Consultant,Queen Consulting Group Google Partner Academy Trainer (AdWords & Analytics)
- 3. Digital analytics isthe analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline). Avinash Kaushik
- 4. Econsultancy Cross-Channel MarketingSurvey 2014 Traditional Budgets Are Shifting To Digital
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- 6. Important Analytics forUnderstanding Customers
- 7. Key Measurement Goals Mostimportant growth/profit-related requirements for analytics
- 8. Key Effective Areasfor Analytics
- 9. This year is TRULYthe year of mobile… Source: thinkwithgoogle.com
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- 12. Marketing Systems &Data You may have seen an eye chart similar to this. It’s often used to frighten people. A sample of several hundred different companies that have built software for marketers. To emphasize: this is just a sample of a few hundred, from a marketing technology ecosystem of thousands of products. Source: LUMA Partners LLC 2014
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- 14. What tools do marketersuse to deliver insights today?
- 15. Web analytics Channel-agnostic tracking Channel-specific tracking What’s In YourMeasurement Toolbox? Toolbox App analytics
- 16. Analytics isn’t justabout data - it’s about insights Start with a clear goal Focus on the right metrics Value your best customers Attribute value across the journey Prove marketing impact
- 17. 2. Build KPIs 3. Collect Data 4.Analyze Data 5. Test Alternatives 6. Implement Insights 1. Define Goals A suggested framework… 1. Define Goals
- 18. As a start:identify your business goals and website conversion goals
- 19. Next: identify yourKPIs Source: Google Insights
- 20. Measure customer activities • Visits(by source) • Bounce Rate (by LP) • Cost Per Click • Video views (30,60,90, Completes) • Products / category views • Pageviews & tabs • Social Shares • Product/plan views • Newsletter (un) / subscribers • Repeat purchasers • % Returning Visitors • Retargeting clicks & view thrus • Write a review (and achieve 4+) • Social media shares • Offsite social mentions • Sentiment / brand analysis • Purchases / Leads / Calls • Use of “Phone Finder” • Whitepaper downloads • Promo codes used • Member signups • Conv. Rates • CPA Attract Engage Convert Retain Advocate Abandon Churn Reactivate
- 21. Focus on theright metrics – as easy as ABC Acquisition Conversion Behavior • Sources • Geography • Technology/devices • New/returning • Entry pages • Exit pages • Most viewed • Page navigation Conversions by: • Source • Product category • Conversion paths • MCF, attribution
- 22. Value and targetyour best customers Source: avinashkaushik.com
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- 28. What is Testing?Data Beats Opinion vs Test different variations of a page to see which version is most effective at achieving results. 8% Add to Cart 14% Add to Cart 25% Add to Cart Users arrive at your site Test different variations of a particular webpage See which variation is most effective at getting results Winning Combo 1/3 users 1/3 users 1/3 users vs Test different variations of a page to see which version is most effective at achieving results. 8% Add to Cart 14% Add to Cart 25% Add to Cart Users arrive at your site Test different variations of a particular webpage See which variation is most effective at getting results Winning Combo 1/3 users 1/3 users 1/3 users
- 29. A/B Testing Test differentvariations of a page to see which version is most effective at achieving results. 8% Add to Cart 14% Add to Cart 25% Add to Cart Users arrive at your site Test different variations of a particular webpage See which variation is most effective at getting results Winning Combo 1/3 users 1/3 users 1/3 users
- 30. COMMUNICATE RESULTS Communicate marketingimpact to your clients and stakeholders
- 31. Digital analytics datais great at telling What Happened? By How Much?
- 32. Our brains mustcome up with Why it happened? What we learned? What action can we take?
- 33. Develop a reportschedule • Business and communications planning, long-range strategy, KPI assessment and goal settingAnnually • KPI executive reviews, strategy shifts, problem escalation and cross-discipline impactQuarterly • Campaign reporting, KPI trends and insights, strategy evaluation, campaign optimization and problem resolutionMonthly • Media trends, news synopses, topline opinions Daily • Competitive alerts, service resolution and crisis managementHourly
- 34. Why not justuse GA reports & dashboards? What about data that doesn’t come from GA? • Social signals • Internal sales data • Customer data • Cost data • ???
- 35. Solution: use dashboards KPIFramework Data Table Mapping Dashboard Mockups
- 36. Useful Google Analyticsintelligence tools Intelligence Alerts QuillEngage
- 37. Key Takeaways Start witha clear goal Focus on the right metrics Value your best customers Attribute value across the journey Prove marketing impact
- 38. THANK YOU QUEEN CONSULTINGGROUP Connect: www.qcg.com.sg