Download to read offline
More Related Content
Similar to How to measure your marketing effectiveness
How to measure your marketing effectiveness
- 1. How To MeasureYour Marketing Effectiveness
- 2. Agenda • Introductions andOverview • Which metrics indicate success? • Where do I find this data? • Advanced implementations and bringing it all together • Questions & Answers
- 3.
- 4. A Brief Introductionto Top Floor
- 5. Top Floor • WebsiteDesign & Development • Search Engine Marketing • Web Analytics & Conversion Improvement • Marketing & Branding Strategy Maximizing Online Marketing Results for Hundreds of Businesses Since 1999
- 6. Getting the MostFrom Today’s Workshop Write down 2-3 learning points that you will begin putting into action within the next two weeks. Then – follow through.
- 7. Today’s Speaker Justin Kerley SEOManager, Top Floor
- 8. Top 10 B2BMarketing Channels
- 9. How do youknow what’s working?
- 10. What are yourmarketing goals? • Clearly define your marketing goals • Understand the expected outcomes from your marketing efforts • Identify which metrics will indicate success
- 11. The Danger ofNumbers • Numbers can be used to tell ANY story • Metrics without context do not tell the whole story • Understand what each metric measures and what changes indicate
- 12. Before You Start •Take a baseline • If you are promoting existing content or have historical data • Look at how your site/page is currently performing • Note any past marketing efforts and their effect • If you are marketing something brand new • Look for like-products or similar pages to estimate performance
- 13. Goal 1: Promotea New Product • Traffic to the product’s page – this will show how your marketing efforts have affected the views of your product’s page • Sources of the traffic – your marketing efforts may run the gamut of various digital channels, make sure you look at the various channels to measure the performance of each method • Referral • Paid Search • Organic • E-mail • Social
- 14. Goal 1: Promotea New Product • Site Search – this shows what users are searching for once they’ve reached your site • Your marketing efforts may have generated interest around your brand and the product name, but may not have promoted the specific page that features the product • Many users utilize the site search to quickly find what they are looking for • Lead Generation Forms • Contact Us • Request for Quote • Quick Question
- 15. Goal 1: Promotea New Product • Transactional data – if you run an e-commerce site, then these metrics will show how your marketing efforts have affected the bottom line • Revenue – this shows how much money the product has generated. NOTE: this number may include things like tax and shipping depending on your Google Analytics implementation • Average Order Value – this is a basic calculation of total revenue divided by transactions, however if your product has or is a complementary product, you may want to track changes to AOV • Unique Purchases – this tracks how many times a product has appeared in a transaction. Very useful when transactions typically contain multiple different products • Conversion Rate – the percentage of visitors to the site that include an e-commerce purchase. This can help monitor the quality of traffic that is entering the site
- 16. Goal 1: Promotea New Product • Social Proof – many users look to customer reviews/testimonials/endorsements of products before they make a purchase • User-generated content • Testimonials • Reviews • Social Media Engagement • Shares • Likes • Tweets • +1’s
- 17. Goal 2: IncreaseBlog Followership • Traffic to the blog • Sources – this will help you understand what is driving traffic to the blog. • New vs. Returning – a good metric for understanding if you blog is generating new traffic or building a dedicated following • Frequency & Recency – another report that can provide insights into how often users return to the site and how many times
- 18. Goal 2: IncreaseBlog Followership • Engagement • Comments – many argue that this is the most important metric for a blog’s success/failure. • Shares/Likes/+1s – an indication of the value of the content is how many times a user has shared that content with their followers • Subscriptions to RSS Feeds/E-mail notifications – if you blog has an RSS feed or a subscription to received e-mails regarding new products, track how often a new user signs up
- 19. Goal 3: BuildBrand Awareness • Many of the metrics that indicate success with building brand awareness are not measured within Google Analytics • Changes in direct traffic can be an indicator of brand awareness • Quantity of searches around your brand • Social Engagement
- 20. Goal 3: BuildBrand Awareness • Google Webmaster Tools • Only 3 months of data • Not 100% accurate • Google AdWords Keyword Planner • 2 years of data • Monthly Estimates • Google Trends • Longest data set – starting in January 2004 • Relative data – not actual search figures • Your brand may not be large enough to track trends SEARCHES FOR YOUR BRAND
- 21. Goal 3: BuildBrand Awareness SEARCHES FOR YOUR BRAND – GOOGLE WEBMASTER TOOLS
- 22. Goal 3: BuildBrand Awareness SEARCHES FOR YOUR BRAND – GOOGLE WEBMASTER TOOLS
- 23. Goal 3: BuildBrand Awareness SEARCHES FOR YOUR BRAND – GOOGLE ADWORDS KEYWORD PLANNER
- 24. Goal 3: BuildBrand Awareness SEARCHES FOR YOUR BRAND – GOOGLE ADWORDS KEYWORD PLANNER
- 25. Goal 3: BuildBrand Awareness SEARCHES FOR YOUR BRAND – GOOGLE TRENDS
- 26. Goal 3: BuildBrand Awareness • Trends in Followers/Likes/Circles • Reach • Tools to track • Twittercounter.com • Analytics.twitter.com • Facebook Insights • Google Insights SOCIAL ENGAGEMENT
- 27. Where do youfind this data?
- 28. Google Analytics Checklist •Traffic to a page • Sources of traffic • New vs. Returning • Frequency & Recency • Site Search • Lead Generation/Form Submissions • E-commerce data • User Generated Content • Social Engagement
- 29. Google Analytics Checklist •Traffic to a page • Sources of traffic • New vs. Returning • Frequency & Recency • Site Search • Lead Generation/Form Submissions • E-commerce data • User Generated Content • Social Engagement BASIC INSTALL MODERATE SETUP ADVANCED SETUP
- 30. Google Analytics –Basic Install TRAFFIC TO A PAGE
- 31. Google Analytics –Basic Install TRAFFIC TO A PAGE
- 32. Google Analytics –Basic Install SOURCES OF TRAFFIC
- 33. Google Analytics –Basic Install SOURCES OF TRAFFIC
- 34. Google Analytics –Basic Install NEW VS RETURNING
- 35. Google Analytics –Basic Install NEW VS RETURNING
- 36. Google Analytics –Basic Install FREQUENCY & RECENCY
- 37. Let’s Take aBreak
- 38. Google Analytics –Moderate Setup SITE SEARCH • Identify the search parameter your site search uses • Conduct a search on your site
- 39. Google Analytics –Moderate Setup SITE SEARCH
- 40. Google Analytics –Moderate Setup SITE SEARCH
- 41. Google Analytics –Moderate Setup SITE SEARCH
- 42. Google Analytics –Moderate Setup LEAD GENERATION/FORM SUBMISSIONS • Many forms have a dedicated “Thank You” page • If you do not know the URL of the “Thank You” pages, fill out test form submissions and make note of the URL. • If you do not have dedicated pages, and cannot create them, you will need an advanced implementation (covered later).
- 43. Google Analytics –Moderate Setup LEAD GENERATION/FORM SUBMISSIONS • Many forms have a dedicated “Thank You” page • If you do not know the URL of the “Thank You” pages, fill out test form submissions and make note of the URL. • If you do not have dedicated pages, and cannot create them, you will need an advanced implementation (covered later).
- 44. Google Analytics –Moderate Setup LEAD GENERATION/FORM SUBMISSIONS
- 45. Google Analytics –Moderate Setup LEAD GENERATION/FORM SUBMISSIONS
- 46. Google Analytics –Moderate Setup LEAD GENERATION/FORM SUBMISSIONS
- 47. Google Analytics –Advanced Setup E-COMMERCE TRACKING • E-commerce tracking is not enabled by default • Many content management systems have modules or plug-ins that can add e-commerce tracking code to your site • If you need to add this code manually, Google provides a developer’s resource: https://developers.google.com/analytics/devguides/collection/analyticsjs/ ecommerce • I DO NOT ADVISE TRYING TO ADD THIS CODE WITHOUT DEVELOPMENT EXPERIENCE
- 48. Google Analytics –Advanced Setup E-COMMERCE TRACKING
- 49. Google Analytics –Advanced Setup E-COMMERCE TRACKING
- 50. Google Analytics –Advanced Setup E-COMMERCE TRACKING
- 51. Google Analytics –Advanced Setup ENGAGEMENT • There are many methods for users to engage with you site and content that Google Analytics cannot track with the base install • Blog comments • Social Shares • Clickable e-mail addresses • Links to External sites • These interactions either take place off-site (where you Google Analytics code is not in use) or on-site without accessing the server (forcing another call of the tracking code) • Event tracking allows you to track these actions within Analytics
- 52. Google Analytics –Advanced Setup EVENT TRACKING • Event tracking is code that communicates directly with Google Analytics when a specific action occurs on-site, typically a click or form submission • While the structure of event tracking code must follow a specific layout, you are given a tremendous amount of freedom to customize the elements to meet your marketing needs
- 53. Google Analytics –Advanced Setup EVENT TRACKING – REQUIRED FIELDS • Category • Use this field to differentiate between the different types of events you are/will be tracking on-site • We commonly use: • “File Download” • “E-mail” • “Form Submission” • Action • Use this field to describe the action that is taken • Most often it will be generic: • “Click” • “Submit”
- 54. Google Analytics –Advanced Setup EVENT TRACKING – OPTIONAL FIELDS • Label • While this is an optional field, it can be extremely useful in helping you further drill down into the events that take place on-site • Example: If you are tracking clicks of e-mail addresses on your site, and your site has multiple e-mails available, the label field can help you separate and track clicks to each of the available addresses • Value • This is an arbitrary number that can help you track the value of an event • Example: You have determined that for every 10 e-mails you receive, you close $50 in sales. Your value per e-mail would be $5.
- 55. Google Analytics –Advanced Setup EVENT TRACKING - IMPLEMENTATION onclick=“ga(‘send’, ‘event’, { eventCategory: ‘Outbound Link’, eventAction: ‘Click’, event Label: ‘Facebook’}); www.gaconfig.com
- 56. Google Analytics –Advanced Setup EVENT TRACKING - REPORT
- 57. Google Analytics –Advanced Setup EVENT TRACKING - GOALS
- 58. Google Analytics –Advanced Setup EVENT TRACKING - GOALS
- 59. How do Ibring it all together?
- 60. Google Analytics –Custom Report • Custom Reports allow you to bring all the data you need to monitor your marketing efforts into one place • Multiple tabs within the report allow you to house a vast array of data within the single report • Each tab can report on up to 50 metrics against 2 dimensions • Metrics – measures data • Dimensions – describe data
- 61. Google Analytics –Custom Report
- 62. Google Analytics –Custom Dashboards • Custom dashboards allow you an overview of all the reports you’ve added • All of the reports we discussed today can be added to a dashboard • You can have multiple dashboards, allowing you to have one specific to each marketing campaign
- 63. Google Analytics –Custom Dashboards
- 64. Google Analytics –Custom Dashboards
- 65. Google Analytics –Custom Dashboards
- 66. Google Analytics –Campaign Tagging • Campaign tagging allows you to segment traffic that comes in from a specific marketing effort. • Any marketing effort in which you control either the links a user would click or a page that you are directing users to can be tagged (Note: Organic traffic CANNOT be tagged with custom campaign data) • AdWords • Social • E-mail • Print Ads* • Radio Ads* * THIS IS AN ADVANCED TACTIC. DATA WILL NOT BE 100% ACCURATE
- 67. Google Analytics –Campaign Tagging URL BUILDER HTTPS://SUPPORT.GOOGLE.COM/ANALYTICS/ANSWER/1033867?HL =EN
- 68. Google Analytics –Campaign Tagging NON-DIGITAL TAGGING • Create a URL that is specific to the print collateral • Example: http://www.topfloortech.com/seo • Example: http://www.topfloorseo.com • Make it quick and to the point • Ensure you do not use these URLs in any other mediums (business cards, e-mail signatures etc…) • Create a 301 redirect from the URL in use to the actual destination landing page • Within destination URL of the redirect, add the campaign tagging data • Users may only be familiar with the brand and may not remember the exact URL used • May resort to search engines to find you
- 69. Google Analytics –Campaign Tagging REPORTING
- 70.
Editor's Notes
- #2 DO NOT PASTE CLIENT LOGOS. Pasting low res client logos is a violation of their brand standards and a poor reflection on us as an agency that offers branding. Use client name but no logo.
- #3 Use this template for visual introductions – See pages 10, 11 and 12 for other photo options
- #4 Use this template for visual introductions – See pages 10, 11 and 12 for other photo options
- #5 Use this template for visual introductions – See pages 10, 11 and 12 for other photo options
- #6 Use this template for visual introductions – See pages 10, 11 and 12 for other photo options
- #7 Use this template for visual introductions – See pages 10, 11 and 12 for other photo options
- #8 Use this template for visual introductions – See pages 10, 11 and 12 for other photo options
- #9 Table size can be easily adjusted for larger lists
- #10 Use this template for visual introductions – See pages 10, 11 and 12 for other photo options
- #11 Table size can be easily adjusted for larger lists
- #12 Table size can be easily adjusted for larger lists
- #13 Table size can be easily adjusted for larger lists
- #14 Table size can be easily adjusted for larger lists
- #15 Table size can be easily adjusted for larger lists
- #16 Table size can be easily adjusted for larger lists
- #17 Table size can be easily adjusted for larger lists
- #18 Table size can be easily adjusted for larger lists
- #19 Table size can be easily adjusted for larger lists
- #20 Table size can be easily adjusted for larger lists
- #21 Table size can be easily adjusted for larger lists
- #22 Table size can be easily adjusted for larger lists
- #23 Table size can be easily adjusted for larger lists
- #24 Table size can be easily adjusted for larger lists
- #25 Table size can be easily adjusted for larger lists
- #26 Table size can be easily adjusted for larger lists
- #27 Table size can be easily adjusted for larger lists
- #28 Use this template for visual introductions – See pages 10, 11 and 12 for other photo options
- #29 Table size can be easily adjusted for larger lists
- #30 Table size can be easily adjusted for larger lists
- #31 Table size can be easily adjusted for larger lists
- #32 Table size can be easily adjusted for larger lists
- #33 Table size can be easily adjusted for larger lists
- #34 Table size can be easily adjusted for larger lists
- #35 Table size can be easily adjusted for larger lists
- #36 Table size can be easily adjusted for larger lists
- #37 Table size can be easily adjusted for larger lists
- #38 Use this template for visual introductions – See pages 10, 11 and 12 for other photo options
- #39 Table size can be easily adjusted for larger lists
- #40 Table size can be easily adjusted for larger lists
- #41 Table size can be easily adjusted for larger lists
- #42 Table size can be easily adjusted for larger lists
- #43 Table size can be easily adjusted for larger lists
- #44 Table size can be easily adjusted for larger lists
- #45 Table size can be easily adjusted for larger lists
- #46 Table size can be easily adjusted for larger lists
- #47 Table size can be easily adjusted for larger lists
- #48 Table size can be easily adjusted for larger lists
- #49 Table size can be easily adjusted for larger lists
- #50 Table size can be easily adjusted for larger lists
- #51 Table size can be easily adjusted for larger lists
- #52 Table size can be easily adjusted for larger lists
- #53 Table size can be easily adjusted for larger lists
- #54 Table size can be easily adjusted for larger lists
- #55 Table size can be easily adjusted for larger lists
- #56 Table size can be easily adjusted for larger lists
- #57 Table size can be easily adjusted for larger lists
- #58 Table size can be easily adjusted for larger lists
- #59 Table size can be easily adjusted for larger lists
- #60 Use this template for visual introductions – See pages 10, 11 and 12 for other photo options
- #61 Table size can be easily adjusted for larger lists
- #62 Table size can be easily adjusted for larger lists
- #63 Table size can be easily adjusted for larger lists
- #64 Table size can be easily adjusted for larger lists
- #65 Table size can be easily adjusted for larger lists
- #66 Table size can be easily adjusted for larger lists
- #67 Table size can be easily adjusted for larger lists
- #68 Table size can be easily adjusted for larger lists
- #69 Table size can be easily adjusted for larger lists
- #70 Table size can be easily adjusted for larger lists