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Megacomm - Data Analytics for Business Results
The document outlines the importance of analytics skills for marketing and technical professionals, emphasizing the need to measure business goals through key performance indicators (KPIs) and understanding customer behavior. It covers various tools and methods for analyzing web traffic, defining goals and funnels, and optimizing marketing efforts to increase revenue, reduce costs, and improve customer satisfaction. The text also highlights common pitfalls in measurement and provides case studies to illustrate successful analytics applications.
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Megacomm - Data Analytics for Business Results
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- 2. Agenda Why analyticsskills are essential for marketing and technical professionals Types of data Define and Measure – Goals & Funnels Key Metrics to Measure The three most important questions How to Embarrass Your Boss (and Implement Analytics in Your Company)
- 3. Why Analytics Matters Measure whether the business goals were achieved Agile: Test, Sprint, Adjust Digital marketing make us more accountable and measurable Can’t throw money on campaigns that don’t drive revenue or ROI
- 4. Remember the MarketingFunnel? Source: Josh Bernoff, Ted Schadler, Empowered: Harvard Business Review
- 5. Measure the Steps Visits Initial Conversion Core Conversion
- 6. Take a HolisticApproach Web Analytics 2.0 is: the analysis of qualitative and quantitative data from your website & the competition to drive a continual improvement of the online experience that your customers, and potential customers have, which translates into your desired outcomes (online and offline) - Avinash Kaushik, Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity
- 7. What Do WeWant To Know?
- 8. Some Tools Clickstream– Clicktale, Experimentation & Testing: Voice of Customer: Kampyle, 4Q Competitive Intelligence - Compete, comScore, HitWise, Alexa, Google Trends
- 9. The 10/90 Rule Spend 10% on tools Spend 90% on analysis and actionable insight
- 10. What’s Your Goal? Awebsite exists to serve three types of outcomes: 1.Increase revenue 2.Reduce cost 3.Improve customer loyalty/satisfaction Measure Against These Outcomes
- 11. STOP MEASURING TRAFFIC ANDVISITORS
- 12. What NOT tomeasure Pageviews Visits Traffic Sources Likes Fans Followers +1s (sorry Google!)
- 13. What TO Measure Sales Downloads ◦ White Papers ◦ Software ◦ User Guides (yes, even PDFs) Registrations Leads Business Goals & the Steps to Achieve them
- 14. Goals and Funnels Whatis your goal and what is the pathway to achieve it 1.Define your KPI: Intended Goal (sale, lead, etc.) 2.What is the pathway to achieve this goal? The pages that a person need to visit in order to achieve the goal. 3.Goal Value: ROI of goal completion (Optional)
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- 16. How to SetUp Goals in Google Analytics 1. Create Goal Conversion Page (“Thank You”) 2. Add Steps in Funnel (Optional) For full instructions: http://j.mp/goals-and-funnels
- 17. URL Tracking Tag everylink in order to ensure that you can track your web traffic 1. Go to Google URL Builder at http://j.mp/url-builder2 2. Enter the website URL 1. Source: linkedin, newsletter, google 2. Medium: social, email, organic, cpc, referral 3. Campaign Name: promo code, slogan http://www.avihein.com/?utm_source=presentation &utm_medium=megacomm&utm_campaign=analytics-for-comm-professionals
- 18. Case Study: Webinar Goal:300 Registrations for Webinar Tactic: Identify which channels lead to more registrations
- 19. Case Study: 300Registrations Created “thank-you” post-registration page
- 20. Conversion: Webinar Registrations Whatworked & what didn’t work – who drove traffic but not registrations Examine which webinars/messages/channels to invest in
- 21. WHY? Why did 500 people come to my page but only 5 download my white paper?
- 22. Qualitative • Many ways to answer “Why?” • Usability Studies: See how users complete a task • Test concepts • Verify comprehension • Surveys – Listen to the customers and generate immediate feedback
- 23. The 3 MostImportant Questions to Ask What is the purpose of your visit to our website? • They might not be there for the reason that you think. Were you able to complete the task? • Your opinion is irrelevant. So is your bosses. The only opinion that matters is your customer. If you were not able to complete the task, why not? • What can you change to raise your conversions?
- 24. How to EmbarrassYour Boss Experiment and Test – Test two variations of a page and see which converts more Ask “Why?” - Capture Voice of Consumer on Underperforming Page Benchmark Competitive Analysis – Show How Much Better Your Competitor is Doing Run a Small Experiment with a Friendly Sub-site Hire a Consultant
- 25. Resources • Avinash Kaushik,Web Analytics 2.0 • Occam’s Razor, http://www.kaushik.net • Daniel Weisberg • http://online-behavior.com/ • http://conversionjourney.co m/ • Avi Hein • http://www.avihein.com • http://www.theclinegroup.com
- 26. About Avi AdvisoryBoard, The Cline Group Global Marketing Manager, Typemock www.avihein.com avihein@gmail.com
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Editor's Notes
- #18 You need to tag your links to see where the traffic comes from.This is especially important with any shortened link or shared link, as links from sources like Twitter and shortened URL services like bit.ly are otherwise counted as “direct / none” providing no insight as to the source of the traffic if it is not tagged.
- #20 We created a thank you post-registration page because what matters is how many people signed up after the webinar – not how many people came to the webinar page in the first place. That can also be measured but how many people who come to your page are actually registering. We’ve had 10% of total traffic finally signing up, so that 90% doesn’t matter in terms of the ultimate goal of registrants.