Presentation by Efe Cimrin on Google Analytics Seminar for Success (via EpikOne Summit 2009)
Presents marketing tactics used to increase attendance to this event in 15days.
Print and Online initiatives aiding each other in mash-ups using Custom URLs.
The implementation measures the effectiveness of each advertising unit in a dynamic setting, where fast marketing decisions are being made in light of data gathered online.
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Effective Media Marketing Mash-ups
1. 191C
effective media marketing mash-ups
How to increase attendance to an event in 15 days
191COLLEGE IS A DIVISION OF THE BURLINGTON FREE PRESS
Tuesday, September 22, 2009
2. This will be the shortest presentation you will see today
Tuesday, September 22, 2009
3. How to increase attendance to an event in 15 days
EPIKONESUMMIT2009
FREEPRESSFRIDAY
MEASURABLE, STRONG & MESSAGE DRIVEN CALL TO ACTION
Tuesday, September 22, 2009
4. Amplifying the Real Value through print & online initiatives
THE ADVERTISING CONCEPT
Tuesday, September 22, 2009
5. REPEAT MESSAGING
CONSECUTIVE ADS
1 2
3
INVOKE INVOKE
CALL TO ACTION
CALL TO ACTION ONLINE
Tuesday, September 22, 2009
6. WHO IS GOOGLE’S ANALYTICS EVANGELIST? WHO IS RESPONSIBLE FOR USATODAY’s IPHONE APP?
QUESTIONS & ANSWERS
CONSECUTIVE ADS
1 2
AVINASH M.JONES
AVINASH
+ M.JONES + PRICE
3
INVOKE INVOKE
VALUE
CALL TO ACTION
AVINASH
+ M.JONES + PRICE
CALL TO ACTION ONLINE
Tuesday, September 22, 2009
7. Include %70+ BFP readership through mix platforms & complex scheduling
THE ADVERTISING STRATEGY
Tuesday, September 22, 2009
8. Thursday, July 30
Ad Schedule A Product Size
Avinash Main or VT 3x11
iPhone Main or VT 3x11
Summit Main or VT 4x21.5
P1 Banner
Sunday, August 2 Strip ad Available
Ad Schedule A Product Size
Avinash Main or VT 3x11
iPhone Main or VT 3x11
Summit Main or VT 4x21.5
P1 Banner
Monday, August 3 Strip ad Available
Ad Schedule B Product Size
Full Page BizMo 6x11
Wednesday, August 5 Strip ad Available
Ad Schedule C Product Size
Full Page Hometown 6x11
Friday, August 7
Ad Schedule A Product Size
Avinash Main or VT 3x11
iPhone Main or VT 3x11
Summit Main or VT 4x21.5
P1 Banner
Sunday, August 9 Strip ad Available
Ad Schedule A Product Size
Avinash Main or VT 3x11
iPhone Main or VT 3x11
Summit Main or VT 4x21.5
P1 Banner
Comics Full Page Sunday Comics 6x21.5
Monday, August 10
Ad Schedule B Product Size
Full Page BizMo 6x11
Wednesday, August 12
Ad Schedule C Product Size
Full Page Hometown 6x11
Thursday, August 13 Strip ad Available
Ad Schedule A Product Size
Avinash Main or VT 3x11
iPhone Main or VT 3x11
Summit Main or VT 4x21.5
P1 Banner
Floating Ad: Tuesday or Wednesday, August 4 or 5, 11 or 12
Product Size
Summit Main or VT 4x21.5
Tuesday, September 22, 2009
10. Custom URLs to measure the effectiveness of each advertising unit
MASHPRINT&DIGITAL
PARALLELPUSHMEASUREMENT
ADS HAVE UNIQUE NUMBERS THAT ID + URL REDIRECT VIA JAVASCRIPT - AS WELL AS TAGGED FOR GA IMPLEMENTATION OF EPIKONE
Tuesday, September 22, 2009
14. TRACKING CLICKS HELIOS
BURLINGTONFREEPRESS.COM
BANNER LOVE
25
JAVASCRIPT REDIRECT
TAG+ MESSAGES
TAG+ PLATFORMS BUSINESS MONDAY
EPIK BFP GOOGLE ANALYTICS
BFP PAGE 5B
UTM TAGS
EPIKONE GA
INVOKE INVOKE CALL TO ACTION
BFP PAGE 4B
1 2
22 23
3 BFP 6F
22
24
JAVASCRIPT REDIRECT
22
EPIK 23 EPIK UTM TAGS
BFP GOOGLE ANALYTICS JAVASCRIPT REDIRECT
UTM TAGS
23 EPIKONE GA
BFP GOOGLE ANALYTICS 24
JAVASCRIPT REDIRECT BFP GOOGLE ANALYTICS
EPIKONE GOOGLE ANALYTICS
24 EPIK UTM TAGS EPIKONE GA
Tuesday, September 22, 2009
15. Custom Phone Numbers to measure the effectiveness of each advertising platform
MASHPRINT&DIGITAL
LEADGENMEASUREMENT
CONVERSATIONS ARE COUNTED & RECORDED TO EXAMINE HOW ADS AND PLATFORMS WERE BEHAVING
Tuesday, September 22, 2009
17. DISCOUNT CODE: FREEPRESSFRIDAY
EPIKONEMEASURING
EFFECTIVENESS OF INITIATIVES
ONCE THE TRANSACTION HAS TAKEN PLACE THE CUSTOMER IS BRANDED WITH THE COUPON THAT THEY USE DIFFERENTIATING
THEMSELVES FROM OTHER INITIATIVES AND WALK-INS
Tuesday, September 22, 2009
18. THE INFORMATION REQUIRES
COLLECTION & MANAGEMENT
191C conversion rates
EPIKONE
campaign effectiveness
service feedback
code usage
Traffic
Tuesday, September 22, 2009
19. Figure out what is working, do more!
OPTIMIZE DECISION MAKING
conversion rate
#21
High Traffic ONLN #22 %33.3
conversion rate
05:12
#24 AVG TIME #23
%67.5 ON SITE
conversion rate
#27 #26 %33.3
Highest Traffic
%8.8 conversion rate
Tuesday, September 22, 2009
20. Break down internal & external perceptions around ad units and platforms
LEARNFROMDATA
:)
#24
WOW!
#24 & $
ONLINE PUSH
PERFORMED
THE BEST
ONLINE
:)
$
Tuesday, September 22, 2009
21. ENJOY INCREASED EFFICIENCY AND ROI THROUGH OPTIMIZED MASH-UPS
CELEBRATE SMART MOVES!
Tuesday, September 22, 2009
22. 191COLLEGE
WE ARE READY FOR YOU
Tuesday, September 22, 2009