This document discusses measuring the customer journey across domains and platforms. It provides examples of setting up cross-domain tracking to attribute revenue across websites and platforms. It also discusses measuring engagement through funnels and quizzes on games like The Sims. Finally, it talks about creating frictionless user journeys by blending Google Analytics and CRM data to improve download and purchase conversion rates.
Landing Page Optimization Best Practices "Conversion Ninja Toolbox" - Tim AshOnline Marketing Summit
Landing Page Optimization Best Practices "Conversion Ninja Toolbox"
Learn the top 12 practical hands-on tools that can be used to quickly improve conversion rates.
* Tim Ash, Author, Landing Page Optimization & CEO, SiteTuners.com
Increase Traffic, Increase Return on InvestmentVQC Designs LLC
A presentation performed for the Lancaster Chamber’s Professional Development series. Focusing on the benefits of increasing traffic to your website, this presentation is intended to provide you with actionable tips that you can implement right away.
Advanced Email Marketing Strategies for AffiliatesAffiliate Summit
This presentation is from Affiliate Summit East 2017 (July 30 - August 1, 2017 in New York).
Session description: We will dive deep into advanced segmentation, landing page strategies for best lead opt-in conversion, and tested strategies affiliates can use to employ email marketing automation in their business.
This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Dennis Yu has spent over $100MM on Facebook since 2007. He’ll log-in live to 3 Facebook ad accounts and show exactly how to build and manage conversion conversions. 6 phase process. Will share guide.
Landing Page Optimization Best Practices "Conversion Ninja Toolbox" - Tim AshOnline Marketing Summit
Landing Page Optimization Best Practices "Conversion Ninja Toolbox"
Learn the top 12 practical hands-on tools that can be used to quickly improve conversion rates.
* Tim Ash, Author, Landing Page Optimization & CEO, SiteTuners.com
Increase Traffic, Increase Return on InvestmentVQC Designs LLC
A presentation performed for the Lancaster Chamber’s Professional Development series. Focusing on the benefits of increasing traffic to your website, this presentation is intended to provide you with actionable tips that you can implement right away.
Advanced Email Marketing Strategies for AffiliatesAffiliate Summit
This presentation is from Affiliate Summit East 2017 (July 30 - August 1, 2017 in New York).
Session description: We will dive deep into advanced segmentation, landing page strategies for best lead opt-in conversion, and tested strategies affiliates can use to employ email marketing automation in their business.
This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Dennis Yu has spent over $100MM on Facebook since 2007. He’ll log-in live to 3 Facebook ad accounts and show exactly how to build and manage conversion conversions. 6 phase process. Will share guide.
How to Leverage Google Analytics for Digital Marketing SuccessDerek Edmond
Ways marketers can use Google Analytics to measure performance and track marketing campaigns. In addition, this presentation reviews 5 key analytics functions designed to make a marketers job more efficient and effective.
How to use Search Engine Optimization (SEO), Pay-Per-Click (PPC) and Analytics to help pull business-to-business prospects through the sales funnel. Developed for Online Marketing Connect's Search Focus Week, May 2011. By Stacy Williams, President, Prominent Placement, Inc.
What are the top 19 things business owners need to know about search engine marketing in 2011? This presentation covers search engine optimization (SEO), pay-per-click (PPC), social media, mobile & local search, and analytics.
Dana R Zezzo - VP of Sales for ProTowels Etc conducted a Social Media workshop for the promotional products online distributor Leaderpromos in Columbus, OH. The goal was to help account excutives understand the power that social media had in building customer relationships.
Search Engine Marketing for PR Professionals: What You Need to Know for 2014Stacy Sutton Williams
The rules for both SEO (search engine optimization) and paid search advertising keep changing. But in some cases, what's old is new again - content is more critical than ever! That means PR professionals are uniquely suited to leverage search marketing strategies and squeeze more benefits out of PR tactics. Join PRSA Georgia and seminar leader Stacy Williams, founder and president of Atlanta-based Prominent Placement, to get caught up on the latest in SEM and get prepared to implement strategically sound and measurable SEM strategies in 2014.
You will:
- Learn how to determine what types of content and topics your audiences are looking for; then, create it and make it easy to be found online.
- Find out how social engagement benefits SEO, and how to effectively use keywords in hashtags.
- Hear what to do and what not to do regarding Google's new rules for links in online press releases and the best way to leverage bylined articles.
- Discover how to use paid search ads in a crisis, and what to do when negative mentions of your company show up in search engine results.
- Take away strategies for measuring the impact of SEM efforts.
Seminar speaker Stacy Williams established Prominent Placement, a full-service, award-winning and industry leading search marketing agency, in 2001. She has more than 20 years of experience in marketing and was named the 2012 Search Engine Marketer of the Year by Technology Association of Georgia. Stacy is also past president of SEMPO Atlanta, a local chapter of the global Search Engine Marketing Professional Organization.
Watch the full webinar: http://bit.ly/1dQAh3i
Pandas, Penguins and Hummingbirds…oh my! Staying current with all the changes Google makes to its search algorithm is enough to make even the most experienced SEOs want to scream. On top of that, speculation runs rampant on what exactly different updates mean and how they’ll affect your organic search traffic.
How do you know what’s truth and what’s fiction? During this webinar, Search Mojo’s Janet Driscoll Miller and Tad Miller will review 14 of the biggest myths in SEO and debunk them, one by one, so you can focus on the SEO tactics that really matter.
What You’ll Learn:
• Are the rumors about the death of SEO really true, or greatly exaggerated?
• How do social signals really factor into search rankings?
• Are press releases and guest posts still OK, or too risky?
Presentation from January 29, 2013. It covers Google Analytics basics, including how it actually works. Then it turns into a giant rant about all the ways in which Analytics data is inaccurate. Finally, we look at how powerful the tool really is with a advanced Analytics trick...
Google Map & Google Places 101: How to get your business listed on the Google Map. Brought to you by Market My Biz Online and Jane Dueease. Contact us to find out about our monthly seminars and events.
Ten Golden Rules of Affiliate Marketing Keynote Presentation Slides
Get a Virtual Sales Force Selling for You
- How to develop a virtual sales force
- Deliver Cost per Acquisition (CPA) Sales
-Define 'what is ‘affiliate marketing’ ?
- The 4 types of Affiliates
- How to market an affiliate program for your company
- How to optimize programs
- How to Stay Current on the latest for affiliate marketing
Photo Credit Melissa Salas at the Affiliate Summit Pinnacle Awards, thanks to http://www.flickr.com/photos/jgoode/
Reporting Digital and Content Marketing Results to Your Clients - UnifusionUnifusion
Reporting digital and content marketing results doesn't need to be complicated. By following a few simple rules, your team will be able to report the efforts and the results your marketing team put in to generate the results.
These presentation is an example of some of the principles we've built our software on. The goal of our software is to help marketers connect their efforts with the results. Learn more on our website, www.unifusion.com
Geary LSF University Presents: Analytics BasicsKatie Fellenz
Geary LSF's Growth & Development task force behind the Geary LSF University offers classes on everything ranging from Analytics to Social Media to Project Management and more. This presentation by Geary LSF's Director of Analytics was used to educate team members on the basics of Analytics and how we use Analytics to benefit our clients.
How to Leverage Google Analytics for Digital Marketing SuccessDerek Edmond
Ways marketers can use Google Analytics to measure performance and track marketing campaigns. In addition, this presentation reviews 5 key analytics functions designed to make a marketers job more efficient and effective.
How to use Search Engine Optimization (SEO), Pay-Per-Click (PPC) and Analytics to help pull business-to-business prospects through the sales funnel. Developed for Online Marketing Connect's Search Focus Week, May 2011. By Stacy Williams, President, Prominent Placement, Inc.
What are the top 19 things business owners need to know about search engine marketing in 2011? This presentation covers search engine optimization (SEO), pay-per-click (PPC), social media, mobile & local search, and analytics.
Dana R Zezzo - VP of Sales for ProTowels Etc conducted a Social Media workshop for the promotional products online distributor Leaderpromos in Columbus, OH. The goal was to help account excutives understand the power that social media had in building customer relationships.
Search Engine Marketing for PR Professionals: What You Need to Know for 2014Stacy Sutton Williams
The rules for both SEO (search engine optimization) and paid search advertising keep changing. But in some cases, what's old is new again - content is more critical than ever! That means PR professionals are uniquely suited to leverage search marketing strategies and squeeze more benefits out of PR tactics. Join PRSA Georgia and seminar leader Stacy Williams, founder and president of Atlanta-based Prominent Placement, to get caught up on the latest in SEM and get prepared to implement strategically sound and measurable SEM strategies in 2014.
You will:
- Learn how to determine what types of content and topics your audiences are looking for; then, create it and make it easy to be found online.
- Find out how social engagement benefits SEO, and how to effectively use keywords in hashtags.
- Hear what to do and what not to do regarding Google's new rules for links in online press releases and the best way to leverage bylined articles.
- Discover how to use paid search ads in a crisis, and what to do when negative mentions of your company show up in search engine results.
- Take away strategies for measuring the impact of SEM efforts.
Seminar speaker Stacy Williams established Prominent Placement, a full-service, award-winning and industry leading search marketing agency, in 2001. She has more than 20 years of experience in marketing and was named the 2012 Search Engine Marketer of the Year by Technology Association of Georgia. Stacy is also past president of SEMPO Atlanta, a local chapter of the global Search Engine Marketing Professional Organization.
Watch the full webinar: http://bit.ly/1dQAh3i
Pandas, Penguins and Hummingbirds…oh my! Staying current with all the changes Google makes to its search algorithm is enough to make even the most experienced SEOs want to scream. On top of that, speculation runs rampant on what exactly different updates mean and how they’ll affect your organic search traffic.
How do you know what’s truth and what’s fiction? During this webinar, Search Mojo’s Janet Driscoll Miller and Tad Miller will review 14 of the biggest myths in SEO and debunk them, one by one, so you can focus on the SEO tactics that really matter.
What You’ll Learn:
• Are the rumors about the death of SEO really true, or greatly exaggerated?
• How do social signals really factor into search rankings?
• Are press releases and guest posts still OK, or too risky?
Presentation from January 29, 2013. It covers Google Analytics basics, including how it actually works. Then it turns into a giant rant about all the ways in which Analytics data is inaccurate. Finally, we look at how powerful the tool really is with a advanced Analytics trick...
Google Map & Google Places 101: How to get your business listed on the Google Map. Brought to you by Market My Biz Online and Jane Dueease. Contact us to find out about our monthly seminars and events.
Ten Golden Rules of Affiliate Marketing Keynote Presentation Slides
Get a Virtual Sales Force Selling for You
- How to develop a virtual sales force
- Deliver Cost per Acquisition (CPA) Sales
-Define 'what is ‘affiliate marketing’ ?
- The 4 types of Affiliates
- How to market an affiliate program for your company
- How to optimize programs
- How to Stay Current on the latest for affiliate marketing
Photo Credit Melissa Salas at the Affiliate Summit Pinnacle Awards, thanks to http://www.flickr.com/photos/jgoode/
Reporting Digital and Content Marketing Results to Your Clients - UnifusionUnifusion
Reporting digital and content marketing results doesn't need to be complicated. By following a few simple rules, your team will be able to report the efforts and the results your marketing team put in to generate the results.
These presentation is an example of some of the principles we've built our software on. The goal of our software is to help marketers connect their efforts with the results. Learn more on our website, www.unifusion.com
Geary LSF University Presents: Analytics BasicsKatie Fellenz
Geary LSF's Growth & Development task force behind the Geary LSF University offers classes on everything ranging from Analytics to Social Media to Project Management and more. This presentation by Geary LSF's Director of Analytics was used to educate team members on the basics of Analytics and how we use Analytics to benefit our clients.
Emetrics 2016 - Getting Closer To Content With Advanced AnalyticsDamion Brown
If you look after a content website, you need to think about web analytics a little differently. Conversion rates aren't relevant, revenue doesn't really exist, and funnels won't cut it. This talk shows how you can find quick wins in your analytics data for content websites.
4 time tested principles of psychology that will help you increase your conve...Invesp
Psychology is the “secret sauce” of conversion rate optimization.
Understanding user psychology makes you more comfortable in terms of persuading users. If you can’t really understand it, even though you have the right design elements, the right copy, and the right testing tactics, you will encounter some issues about influencing users.
Psychology helps you to understand what your users actually happy about. And happier users will bring you better margins.
In this presentation we discover 4 proven principles of psychology can help you boost conversion rates.
1. Loss Aversion Theory
According to loss aversion theory, people most likely try to avoid a loss than gain a reward. In other words, loss aversion means that people will fight harder to prevent a loss than to gain a reward. Casinos are best places to observe this theory in the world as people gambling first lose at the games and then try to compensate for the losses.
2. FoMO (Fear of Missing Out)
Fear of missing out (FoMO) is a phenomenon that shows us when people feel they might miss out on something, they instantly act to get it.
FoMO is basically anxiety that an exciting event may currently be happening elsewhere. You may already know that people value products or services that come in limited quantities or time.
3. Instant satisfaction
When people think about rewards or wait for rewards, their brains are highly active. Reminding people that your products or services can solve their problems instantly or with ease is a good way to keep them alert. Focus on quick arrivals, fast shipping and instant gratification to appeal to your customers and give them instant gratification.
4. Principle of reciprocity
People are tend to return a favor if somebody do a favor to them. For instance, customers are more likely to give tips if they are offered after-dinner mints by waiters. In other words, offer something to your visitors for free so that they feel indebted to you.
Understanding user psychology can be your superpower to increase your CRO. Once you know what triggers action and influences human behavior, you can design much better converting experiences. Use the four tips shown above to start understanding user psychology and implementing it on your site.
Read more great content on the Invesp blog. You can also find more content and information on our YouTube channel.Connect with us on Google+ and twitter. You can also sign-up for our amazing new conversion tool absolutely Free! Visit FigPii for access to our new testing engine, heatmaps, exit intent pop-ups, unlimited resources, and other great features.
LinkedIn CXO Study Infographic - Career Pathway of CEOs and COOsLinkedIn Singapore
In collaboration with NTUC and EDB, LinkedIn has developed a study to find out career pathway of CXOs in Singapore based on LinkedIn Economic Graph data. The study forms the foundation of “U Future Leaders Global Programme”.
Launched by NTUC and Singapore Economic Development Board (EDB), the U Future Leaders Global Programme aims to get more MNCs on board to groom aspiring Singaporean leaders to become leaders of MNCs. The Programme, which marks the first partnership between NTUC and EDB, will identify young and promising Singaporeans from participating organisations, provide them with international exposure and opportunities to build key leadership attributes and develop relevant competencies that could facilitate future career acceleration.
#MITXData 2014 - Opening Keynote: Mastering Marketing & Measurement in a Data...MITX
2014 MITX Data & Analytics Summit
"Opening Keynote: Mastering Marketing & Measurement in a Data-Driven Environment"
Speaker: Aaron Fetters (@fettersac), Director, Insights & Analytics Solutions Center, Kellogg Company
Market Mix Models, Programmatic, Viewability, Data Management Platforms, Attribution Models, and more – today’s marketers are bombarded by tech-heavy buzzwords. How can marketing and measurement professionals take a simple approach that turns these buzzwords into a strategy of driving continual marketing effectiveness improvements? Aaron Fetters will share how Kellogg has organized for and implemented leading-edge capabilities in this space and his principles for mastering measurement in today’s data-driven environment.
http://blog.mitx.org/2014-data-summmit/
[Elite Camp 2016] Thomas Barker - From Zero to In-House Optimisation SuperstarsCXL
So you’ve read the book and you know everything there is to know about CRO but nobody is listening! It doesn’t matter how good you are because without buy in and a data-driven testing culture embedded across your digital organisation you will never reach your full potential. I’ll show you how one of the oldest banks in the world went from a standing start all the way through to testing and optimisation Superstars.
[Elite Camp 2016] Chris Mercer - How Top Marketers Are Using Google Tag Mana...CXL
In this session you will learn:
- What a "Tag Manager" is and why you should be using it
- How you can use GTM to unlock more detailed reporting in platforms Google Analytics so you can make more useful marketing decisions.
- Time saving steps you can take to improve your tracking (without having to involve your developer)
[Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares"...CXL
Content marketing has a tendency to be a bit of a "fluffy" term, too frequently measured against things like "shares." Nobody pays the bills in shares. In this talk, Stacey will be talking about content marketing that delivers against tangible marketing goals. Stacey will share tactics her team are using to come up with content ideas that deliver relevant (converting!) traffic and tips for executing the ideas for maximum impact.
Measuring team performance at spotify slideshareDanielle Jabin
How do we actually know if our teams are doing well? Is gut instinct enough? Furthermore, in a rapidly growing organization such as Spotify, how can we ensure some sort of consistency in our baseline level of Agile knowledge across the technology, product, and design organization?
In this presentation, I’ve shared techniques we have developed and use at Spotify to benchmark health and performance for our teams and some tactics we use to bring them closer to—and beyond!—being the best teams they can be.
[Elite Camp 2016] Martijn Scheijbeler - Optimization for Content SitesCXL
What makes optimizing different for a publisher then for example an ecommerce site. In this session Martijn from The Next Web will show you how they focus on CRO and SEO to have users engage more with their content and services. We'll go into learning how to create the best process on how to work on both of them at the same time to have maximum impact.
How to Execute and A/B Test Cross-Channel PersonalizationCXL
According to Forrester Research, 47% of customers report that they’ve engaged in at least one cross-channel interaction in the past 90 days.
Yet only 16% of marketers can actually recognize the same visitors and understand their interests and intent across channels - a critical capability required to deliver a consistent multichannel experience.
How do you close this customer experience gap, integrate cross-channel into your digital marketing strategy and get ahead of your competitors?
How do you run proper A/B tests that lead to meaningful insights, thus improving your personalization efforts?
Join Shanelle Mullin of ConversionXL and Andy Zimmerman, CMO of Evergage, to learn how to offer a superior, personalized customer experience and run meaningful, insightful A/B tests.
The Art & Science of Content Marketing: From Strategy to Execution to Measure...Curata
Jamie Whalen, Manager of Content Marketing at Lionbridge explains what it takes to launch and maintain a content marketing hub for your audience. Jamie provided practical guidance that you can use to create and execute a measurable content marketing strategy at your company that will impact your bottom line.
This was originally presented at Curata's Content Marketing Forum in Boston on 10/29/14.
Spotify was founded with an agile and lean mindset already from the start. Since then we have grown quickly as a company - and we've put a lot of effort into not only building a great product, but also building and maintaining a great culture and find new ways of working that helps us become more effective. I will share some key learnings and personal reflections from that journey.
https://tech.rakuten.co.jp/
Growing up with agile - how the Spotify 'model' has evolved Peter Antman
Spotify is known for its agile organization. But how did we end up with it, what are the founding principles and how has it evolved? Speech held at the Bay Area Agile Leadership Network 3/15 2016.
Content Marketing Retreat: Using Google AnalyticsTim Frick
This presentation addresses how Google’s flagship measurement app can help you glean actionable insights from your website’s content performance. It also covers how to track engagement and conversions using goals and funnels as well as several use cases for why you should customize it to meet specific needs, such as tracking video playback, email campaign performance, and so on.
Google Analytics Fundamentals: How to Measure What Matters Most and Be a Data...Orbit Media Studios
What are your visitors doing? What aren’t they doing? Where are they coming from? Which marketing activities are making a difference?
If you have Analytics, you have insights waiting to be discovered. This is the session where Andy Crestodina shows you step-by-step how to set things up, find insights and take action. Be prepared to level-up your digital marketing expertise.
Learn how to apply the lean marketing techniques that are rapidly building the best emerging companies in the world. Learn how to apply Pirate Metrics, Growth Hacking and lead generation tactics to your startup or small business.
How to improve your performance online - survey results Microsoft Dynamics Pa...Patrick Dalle
From a field research on the websites of 80 Microsoft Dynamics Partners in Belgium & the Netherlands, Lemarco discovered the real key drivers behind online performance
Mailchimp & Shopify Split: What You Need to Know & How We Can HelpTinuiti
According to eMarketer, email is seen as the top ROI driver by US marketers, making it an extremely powerful tool in the world of Ecommerce. If you’re currently running your Ecommerce email marketing on MailChimp and wondering what’s next, this webinar is for you.
Some Topics We’ll Discuss:
-Why Many are Currently Considering a Migration from Mailchimp
-Ensuring a Seamless Migration Experience
-How We Combine Email Strategy & Management for Ecommerce Brands
-Top Three Mistakes to Avoid during an ESP
Data Health is Wealth: A Deep Dive on Capturing Clean Data For Better ResultsMarketo
This webinar explores how to get great marketing data — data that is not only reliable and accurate, but also actionable. The webinar discusses sources for data capture, the importance of unifying and normalizing the data, and gets into how to take the next step and leverage sophisticated tools to make your data quality even better. For those of you starting your marketing data journey, this webinar is a great blueprint, and for those of you who have been in this day-in and day-out for years, this is a great reminder of best practices that are easy to fall out of if you’re not intentional about keeping up.
3radical Introduction to Mobile Gamification3radical
Introduction to the 3radical mobile engagement platform which enables brands to leverage social, mobile and gamification techniques to deliver unprecedented levels of consumer engagement.
Find out more at www.3radical.com
GreenRope is one of CRM Idol's contestants for the third year in a row. GreenRope is a CRM geared at helping business evolve, become more collaborative, while inspiring innovation across all levels. See how GreenRope achieves these goals.
My presentation from WordCamp Austin 2013. Are you building WordPress sites without measuring value from goals like phone calls, sales, leads and other conversion points? Stop flying blind and learn how to get amazing insights into your website!
Smash the Data Silos: Use Marketo to Create A Single Source Of Customer TruthGary DeAsi
As marketing leaders attempt to lead their company in the engagement economy, the lack of a shared, unified view of the customer and their journeys due to siloed data, tools, and teams is the #1 reason they fail. How can you use Marketo to wrangle all your systems and point solutions to create a single source of customer truth? In this session from the Marketo Marketing Nation Summit 2018, we will look at the bottlenecks and disconnects that block customer insight and go through a methodology for overcoming them.
Learn how to:
-Break down silos by modeling, tagging, and schematizing Marketo and cross-platform data to create a single source of truth
-Turbocharge your Marketo touchpoint, program, and channel reporting with a journey-based analytic framework that illuminates the entire customer lifecycle across platforms.
-Leverage data to uncover high impact opportunities and obstacles in the path-to-purchase and path-to-advocacy.
-Transform a fragmented tangle of touchpoints, programs, channels, and platforms into a unified story and learn how to use the data fearlessly to achieve new levels of customer engagement.
Presenters:
-Courtney Grimes, MarTech Solutions Engineer, DemandLab
-Eric Hollebone, Chief Marketing Technologist, DemandLab
-Gary DeAsi, Director of Demand Generation Pointillist
This strategy used a company for a year. I'm sharing this strategy combined with a case study. You can reach every single detail about technological B2B Digital Marketing Strategy.
The Executive’s Guide to a Cohesive Internet Marketing StrategyWebFX
“The Executive's Guide to a Cohesive Internet Marketing Strategy” by William Craig, President, WebpageFX
Learn how to unite search engine optimization, pay-per-click, email, conversion optimization and social media into one synergistic marketing plan with a value greater than the sum of its parts.
What do you do when you need to get your message out to people for whom you don't have email addresses? How do you get in front of a market that you want to target when you can't buy email lists (that's a no-no) and the target market you want is on social media? What if you're just seeing flat open rates on email and you need to revitalize your audience? Well, if you're like a growing population of organizations, you're turning to marketing automation to turn your content into leads and gaining a deeper understanding of your members.
Join us for a free interactive workshop to educate you on marketing automation, assess your organization's readiness and help you prepare a realistic timeline and budget.
Similar to Emetrics combined presosv7 - 43ratio (20)
15. Benefits of Tag Management System (TMS)
• Almost independent of development teams
• Faster
• Less communication issues
• Scalability
16. Challenges
• Complexities common in large organizations
• Learning the Tag Management System
• Access for external agency
• Transitioning from agency to in-house
• Changing technology
17. Results
• Correlate original source, campaign & engagement to revenue
• Greater marketing accountability
• Correlate optimization testing with revenue
• Blend full user journey data with CRM
• Better forecasting & prediction models
Original
source
Franchise
Site
Store
34. Blending GA & CRM Data
GA Data
• EA Customer ID
• Download Clicks
• Only Origin Purchases
CRM Data
• EA Customer ID
• Completed Downloads
• All Purchases (offline, consoles)
40. Results
• Download completions went from 10% to 47%
• Purchase conversion rate for downloaders 3x the site average
• More homepage real estate
41. Takeaways
• Align across all teams who are involved/affected in the funnel
• Remember to visit your sites and interact with features
• There’s usually more than meets the eye
• Find a way to get data for the entire funnel
Good morning! Has everyone here heard of EA, EA Sports or Electronic Arts? Anyone play games or have friends or family that play?
So EA is one of the largest video game development and publishing companies in the world and with that we have over 35 websites for marketing our games, each supporting a dozen or more countries and we also have an online store called Origin. We have several web development teams globally that build and maintain these sites. Now most of these websites are on their own domain, like www.battlefield.com or dragonage.com and Origin.com. And that creates some interesting issues that we have had to solve for. So that is the landscape from which I’m going to share some examples of how we at EA have measured the value of content:
There’s 3 areas that I’m going to cover: First of all, start with Cross Domain Tracking & Revenue Attribution in this multi-site context as it is the foundation for the rest of the measurement we do.
Then I’m going to share an example of how we have measured fun on one of our sites, and end up with how blending data sources gave us valuable insight on what was hindering conversion rates.
How many of you have multiples sites that you are responsible for and that are part of the same ecosystem?
Let’s review a basic description of what cross-domain tracking accomplishes for those of you who aren’t familiar with it.
Here is a typical user journey for someone looking to buy an EA game. A user starts their journey from somewhere say a Google search result or a facebook post, and goes to one of our game sites and then decides to buy the game, that takes them over to the Origin store which is on a different domain than the game site.
The problem, from a typical data collection standpoint, is that when the user leaves one domain, the session is over. You have no visibility into what the user does or what site they go to next.
Here is why it is so important from a business analysis standpoint: if I own or am responsible for the game website, I can see where all my visitors are coming from – paid search, display ads, social and I know their activity on my website but as soon as they leave my website, I have no visibility what happens after that. I have no way of knowing how the activity up to this point affects the ecommerce part of the journey.
Now the Store can see the website that is referring traffic, but the initial source – the post, or ad from where the user started their journey is gone.
The solution to tie the entire session together is cross-domain tracking. If you only have a couple of sites where you need to implement cross-domain tracking, it is pretty straightforward. But when you have a network of sites like EA does with multiple development teams, and hundreds of stakeholders wanting straightforward access to the data, things get far more challenging.
I should mention that it was good timing to find a clean solution as we were also moving the company from Site Catalyst to Google Analytics Premium so we could start from a clean slate.
As I mentioned, cross-domain tracking works by extending the visitor’s session from one domain to another and this is done using cookies. When a visitor lands anywhere on an EA site, in this example it’s Battlefield.com, GA creates a set of cookies storing source / medium / campaign that brought the user there.
When the Visitor clicks on a link pointing to the store , data stored in those GA cookies is passed along to the store and new cookies created there inherit the values of the cookies passed to them.
Now the Store also wanted to know which EA site was referring the traffic, in addition to the original source & medium, so we put that in a custom variable.
Session activity for Battlefield.com is recorded in BF’s Google Analytics account and session activity for Origin is recorded in Origin’s account. That makes sense, but here’s the cool part.
But here’s where it really gets cool we also added logic that said if the referring site is within the EA network, fire a second tracker to record the session and any transaction data and send it to the referring site’s GA account as well.
Battlefield.com traffic data, event tracking and custom variables
Origin Store traffic, ecommerce data and custom variables if visit came from battlefield.com
Source, Medium, Campaign revenue attribution
They don’t need to go into multiple accounts to see the data they care about – it’s all there in one place.
And here’s an example of what the owners of Origin.com in a GA report: they see all traffic,interaction, transactions data for the store regardless of where the traffic came from, and they can attribute that back to the original source as well as to the referring site within the EA network.
This could have been a nightmare to implement this code on 35+ sites with multiple web development teams across North America but thankfully, we had a tool that helped. Can anyone guess?
Yes, thankfully, we had recently purchased a tag management system, Tealium, and we used the TMS to deliver the solution throughout the EA network. The benefit to this was that our team’s javascript developer could implement the whole thing himself. Instead of working with each web dev team individually, most of them with little analytics implementation experience, we had full control to do the implementation and testing on our schedule. This saved an enormous amount of time and communication issues.
We did have our share of hurdles but they mostly were due to the complexities of a large organization – multiple stakeholders, communication issues.
-First we had to learn the Tag Management System which was still pretty new to market and had some idiosyncrasies.
-We had hired an agency to come up with code but they were only able to take us so far. It was impossible to get them access to our internal servers to test the code with a variety of different ecommerce flows including a pop up window that was being updated intermittently
-We had to bring in-house a specialized JS developer to tweak the logic depending on the site do the actual rollout to all the sites.
But the results were worth it - we now have a full view of user journey - this gives us a richer data set as now we can correlate source & campaign data with engagement data and revenue data which leads to greater marketing accountability. Optimization testing can now be correlated to revenue as well as better forecasting & prediction models.
Now I’m going to show you some practical examples of how we used this tied together data to optimize content on one of our sites.
One of the primary objectives of our game websites is to engage customers – the idea behind that is that through providing an exciting and fun experience even while they’re learning about the game, we’re building relationships and that’s part of the reason they buy our games.
The problem is, apart from a survey, it’s hard to measure the level of fun users are having, and that’s what we were tasked to do.
For those of you who aren’t familiar with the Sims, it is a virtual reality game where players create Sims (virtual people) and construct a world around them, their houses, their work, their families, even their moods etc. Last year the Sims marketing team decided to build a 10 question quiz for the site “What’s your Sims personality?”, with the primary objective to engage the customers.
One of the practices that my team works hard to instill with marketing, is to match their their online tactics to their business objectives, and to set measurable targets for those tactics. Here is an example of the model we follow. So the first objective up there is “Engage fans” The Key Performance Indicators that we felt would measure the effectiveness of this tactic towards reach this objective were “The Take Quiz Click Thru Rate” which was the start of the rate and Quiz Completion Rate. And then we like to crystallize why this KPI makes sense under the Success Column. The Take Quiz click, indicates the initial interest users have with the quiz, and Completion rate indicates how long we’re able to keep that interest. Note in the next column, that we list the targets for the Key Performance Indicators, if we don’t meet those targets, we make changes to the tactic. What I’m highlighting here is that by going through this process, we are priming everyone that the data we collect needs to lead to action, not just, oh, that’s interesting.
And then, we start to flesh out how we’re going to track the KPIs with the analytics tool, this can affect how the web development team builds the feature.
For instance, in order to track how many start and completed the quiz, and where the drop off points were, we asked that each of the 10 questions in the quiz have a separate url. This allowed us to set up a funnel in GA, to track the progression of users moving from question 1 through to question 10 to get a quiz completion rate.
One of the other KPIs was the Share Rate - to see how many players would think this was fun enough experience to share their personality type on FB when they were done the quiz. So, as you can see I ended up Spaced-out Artist, I guess that’s what I am in my spare time, so we set up event tracking so that we could track it as a goal in Google Analytics.
There were several different personality types that the quiz generated based on how you answered the questions, Happy Romantic, Bored-Creative, and our retargeting team had a cool idea. They asked us to grab the personality type of each user and store it in a custom variable. We then had our tag management system take that custom variable and surface it in the data layer to so that they could retarget users based on their sims personality. So for example, all Spaced out Artists would see different retargeting ads than Happy Romantics.
We did one more thing with the social tracking, and that was to see the strength of the quiz in creating a viral effect. We added campaign parameters to the share url and that enabled us to see in GA, if people were coming to the site, because they saw the quiz in their friends post.
Here’s a report from GA that shows not only the sessions generated from the fans’ facebook posts, it shows us which personality types these referrals came from because we gave each personality a separate campaign id. Like the angry-romantic down there at #5 they drove over 1000 referrals to the site during the time period. I mean do angry-romantics even have friends?!
You can see, the average number of pages shows that these referrals also completed the quiz.
So now for the results. How effective was the quiz in engaging fans in a fun way?
Well, because we took the time to really break down what marketing was trying to accomplish and put all the proper tracking in place, we were able to measure it! That’s really exciting because often it’s such a rush to get new features out the door that tracking and measurement is an afterthought. That’s happening less and less as we become more data-driven, but still it’s something my teams works very hard on evangelizing.
The quiz was overwhelmingly engaging – there was an 80% completion rate and over 8% shared their result on Facebook. Now that might not sound like a high % of shares, but it surpassed our targets and set a new bar for what good likes like for social interactive features.
We acquired a bunch of new users because a high % of friends who saw posts on FB came to the site and completed the quiz as well.
As a result of the quiz success, a quiz template was developed to easily add this functionality to any site. We just launched another quiz on the Sims and we are seeing the same level of engagement & Social Sharing.
And incidentally, the objective of the quiz wasn’t necessarily to drive purchases, but I was curious to see if those that completed a quiz had a higher propensity to buy the game. What I found with the first quiz was there was no difference between those that took the quiz or not. For this reason, I suggested that the Share button change to a Purchase CTA after someone shared their personality. And so when we launched the next quiz “Which career is right for you?” we added this.
Now 60% of purchases on the store are from Quiz Completers! We’ve permanently added a Purchase CTA to the last page and we’ve done A/B testing on the call to action text. Instead of “Learn More,” turns out “Get it Now!” wins by a big margin!
Okay, moving on now to an example where the entire customer journey was NOT visible to us in Google Analytics. The journey started on our website, but only the CRM captured if someone completed it because part of the journey involved registering a product. The potential problem we faced here was making assumptions about the success of a strategy without knowing the full story.
The “Create a Sim Demo” was an idea from marketing to generate purchase interest in the Sims 4. The tactic was a demo that you downloaded from the site and then experience how easy and fun it was to create a Sim, a virtual human being.
Now, full disclosure, I am not a gamer and I never have been, but I actually wanted to try this thing. I got a chance to try it while before it went live and I thought – this is so cool! I actually shared it on FB, which is something Ix reserve for only the novelist ideas. I thought for sure this thing was going generate purchase interest in the game.
Turns out people really liked the idea of a demo. In fact, 67% of people who saw there was demo, clicked to download it.
But did those people purchase the game at a higher rate? PAUSE….What do you think? NO! Google Analytics showed that the segment of visitors who downloaded the demo had a lower purchase conversion rate than those who didn’t download!
At first glance, it appeared the demo was a flop. But I was really curious so I decided to take a closer look at what was happening after people clicked “Get it Now.”
I was shocked, it turned out you had to work really hard to actually complete the download process. When I had tried the demo it wasn’t live yet, so I had no idea. But there were 5 steps to actually get the thing!
Step 1 was clicking download on the Sims site, this took you to the store site, Origin.com Then step 3 click another download but if you clicked the wrong button you would actually be adding the game to your cart. Then, step 4 you add to either sign in or create an Origin account. And finally step 5 download the Origin client which would load the demo. Yikes! It became apparent that just because someone clicked to download on our site, didn’t mean they actually completed the demo.
The only good thing about the journey was step 4 which involved logging in or creating an EA account. This step automatically assigns an EA Customer ID which we collect in a customer variable in Google Analytics and that is what would allow us to cross-reference with our CRM data.
(Side note with a prize on the line- Does anyone know how we could collect Customer IDs in the Sim’s GA account even though that happened on Origin.com and not the Sim’s website? That’s right! Going back to the first presentation, cross-domain tracking, we extended the session from thesims.com to origin.com, so all of the custom variable data was available not only in the Origin Store’s GA account but also in the Sim’s GA account.)
We took our data from GA - the Customer IDs, DownloadClick Events (which was the start of the download process) and Origin Store Purchases. We blended that with the CRM data – Customer ID, Completed demo downloads, and all purchases of the game made on Origin or through other avenues of buying such as offline in retail outlets or through consoles.
Here’s what we found. Remember I said 67% of users clicked to download the demo? How many do you think actually completed it?
Only 10% of users actually completed it!
And here’s the kicker - the purchase CR for users who completed the download was 3x higher than the site average.
Bottom line, it was clear that the demo itself was not hindering purchase conversion this was actually a great conversion tool. But the 5 step journey was clearly impacting people from completing the download process.
I put together a presentation of this data for marketing and the Origin store and together with our U/X team, they made some serious improvements to remove the points of friction.
They reduced the steps from 5 steps to 3 and took away the need for the user to leave the Sims site by adding an iframe.
I was shocked, it turned out you had to work really hard to actually complete the download process. When I had tried the demo it wasn’t live yet, so I had no idea. But there were 5 steps to actually get the thing!
Step 1 was clicking download on the Sims site, this took you to the store site, Origin.com Then step 3 click another download but if you clicked the wrong button you would actually be adding the game to your cart. Then, step 4 you add to either sign in or create an Origin account. And finally step 5 download the Origin client which would load the demo. Yikes! It became apparent that just because someone clicked to download on our site, didn’t mean they actually completed the demo.
So some key takeaways from this:
Align across all teams who are involved or affected in the journey. I mean even if we weren’t able to make all the improvements at the beginning, we could have done significantly better than what we ended up with just by having conversations with the folks in the Origin Store.
Remember to visit your sites and interact with features – go through all the steps an end user will have to go through so that you can be another set of eyes spotting potential points of friction. And then work with U/X to make iterative optimizations.
There’s usually more than meets the eye – if something seems fishy about the data, there’s a good chance there is. Try to look at it from different angles before you make any conclusions.
And lastly, find a way to get data for the entire user journey so that you can connect the dots across to uncover insights that you can act upon!
In Summary, I hope I’ve highlighted the advantages of being able to see the entire user journey to optimize each step along the way.
-Cross-domain tracking in a complex, multi-site environment is within reach and leveraging a tag management system will make this significantly more manageable
-To obtain actionable insights takes up front effort in working with the marketing team to identify key performance indicators & targets and working with the dev team to make sure those things are measureable and then following through with testing
-And finally, the importance of getting all of the data involved in a customer journey in order to uncover opportunities or points of friction.
Thanks very much for having me.