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© THE COLORING IN DEPARTMENT 2018 @ColoringIn
HOW TO KEEP YOUR JOB AND NOT ALIENATE
CHANNELS: USING GA TO MEASURE YOUR
MARKETING ACROSS THE CUSTOMER
JOURNEY
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
THE CUSTOMER JOURNEY
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
IT STARTS WITH A PERSONA
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
LANGUAGE BARRIER
Be careful to avoid words
that your customer may
know, but don’t ever
actually use. A company
claiming that it is “multi-
platform” or their website
is “responsive for all
devices” is industry
jargon. How does your
customer actually speak?
THINK AND FEEL
What are the
customers’ hopes,
fear, and dreams?
What do they think
about during the
day?
SAY AND DO
How do your
customers act?
Where do they
speak out?
Do they use
social media?
SEE
What does the customer environment look like?
What do they see?
HEAR
Who influences the
customer? Celebrities? Their
EMPATHY MAPS
@ColoringIn© THE COLORING IN DEPARTMENT 2019
STAGES OF AWARENESS
PAIN OR PROBLEM
AWARE
1
SOLUTION AWARE
2
PRODUCT AWARE
3
MOST AWARE
4
@ColoringIn© THE COLORING IN DEPARTMENT 2019
PAIN OR
PROBLEM
AWARE
SOLUTION AWARE
PRODUCT AWARE
MOST AWARE
NON BRAND FOCUSED KEYWORDS
KEYWORD THINKING
BRAND & NON BRAND FOCUSED KEYWORDS
BRAND FOCUSED KEYWORDS
1
2
3
4
@ColoringIn© THE COLORING IN DEPARTMENT 2019
INFOGRAPHICS, QUIZES, BLOGS
CONTENT FORMATS
EBOOKS, VIDEO, WEBINARS
CASE STUDIES, REPORTS, TECH DOCS
PAIN OR
PROBLEM
AWARE
SOLUTION AWARE
PRODUCT AWARE
MOST AWARE
1
2
3
4
@ColoringIn© THE COLORING IN DEPARTMENT 2019
SOCIAL MEDIA, ORGANIC
MARKETING CHANNELS*
INFLUENCER, AFFILIATES, EMAIL
RETARGETING, PPC
PAIN OR
PROBLEM
AWARE
SOLUTION AWARE
PRODUCT AWARE
MOST AWARE
1
2
3
4
*example customer journey
The Consumer Cross Stitch ModelThe Consumer Cross Stitch ModelThe Consumer Cross Stitch ModelThe Consumer Cross Stitch ModelThe Consumer Cross Stitch ModelThe Consumer Cross Stitch Model
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
STAGE OF
AWARENESS
CUSTOMER
EMPATHY MAP
KEYWORD
MODIFIERS
URLS
SERPS
PAIN OR
PROBLEM
AWARE
THINK
& FEEL
WHAT
WHERE
HOW
WHO
WHY
/WHAT-
IS…
SOLUTION
AWARE
SEE
BEST
TYPES
REVIEW
/BEST…
PRODUCT
AWARE
HEAR
LOCAL
(CITY
ETC)
BRANDED
/NEAR…
MOST
AWARE
SAY &
DO
BRAND
BUY
APPOINTMENT
DEALS
DISCOUNT
CODE
/BUY…
$9.99
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
STAGES OF AWARENESS: PAIN AWARE
STAGE OF
AWARENESS:
Pain or Problem Aware
KEYWORD MODIFIERS:
What should look for in a Tokyo hotel?
How to find a great hotel in Tokyo?
Why do you need a view from the room?
What is the breakfast all you can eat thing
called?
Which hotel is in Lost In Translation?
CUSTOMER EMPATHY
MAP:
THINK & FEEL
URLS
company.com/which-hotel-is-in-lost-in-translation
SERP RESULT
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
URLS
company.com/top-jazz-hotel-tokyo
STAGES OF AWARENESS: SOLUTION AWARE
Solution Aware
Best hotels in Tokyo
Airbnb Tokyo
Best onsen
Top Jazz hotels Tokyo
SEE
STAGE OF
AWARENESS:
KEYWORD
MODIFIERS:
CUSTOMER EMPATHY
MAP:
SERP RESULT
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
STAGES OF AWARENESS: PRODUCT AWARE
Product Aware
Park Hyatt Shinjuku Family Room
Imperial Hotel Japan Location
Hyatt near Shinjuku
HEAR
STAGE OF
AWARENESS:
KEYWORD
MODIFIERS:
CUSTOMER EMPATHY
MAP:
URLS
company.com/park-hyatt-shinjuku-family-room
SERP RESULT
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
STAGES OF AWARENESS: MOST AWARE
Most Aware
Hilton Tokyo v Park Hyatt
Book room Park Hyatt
Hyatt loyalty club discount
Discount code Park Hyatt
SAY & DO
STAGE OF
AWARENESS:
KEYWORD
MODIFIERS:
CUSTOMER EMPATHY
MAP:
URLS
company.com/hilton-tokyo-vs-park-hyatt
SERP RESULT
$9.99
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
MACRO
GOALS
MICRO
GOALS
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
EXAMPLE MACRO/ MICRO GOALS
• Read Case Study
• Watched Video
• Registered for Webinar
• Listened to Podcast
• Downloaded White Paper
• Bought Product
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
YOU CAN HAVE 20 PER VIEW!
@ColoringIn© THE COLORING IN DEPARTMENT 2019
CONTENT GROUPINGS
@ColoringIn© THE COLORING IN DEPARTMENT 2019
BEHAVIOR> SITE CONTENT> ALL PAGES
@ColoringIn© THE COLORING IN DEPARTMENT 2019
CONTENT GROUPING 5 PER VIEW
@ColoringIn© THE COLORING IN DEPARTMENT 2019
CONTENT GROUPING
@ColoringIn© THE COLORING IN DEPARTMENT 2019
CONTENT GROUPING
RULE SET
CONTENT VIA
EXTRACTION
TRACKING
CODE
@ColoringIn© THE COLORING IN DEPARTMENT 2019
HOW TO SET UP CONTENT GROUPING: RULES
@ColoringIn© THE COLORING IN DEPARTMENT 2019
WHAT SHOULD YOU GROUP
1. Website Navigation
2. Products
3. Brands
4. Content by Stage of Awareness
5. Content by Type
@ColoringIn© THE COLORING IN DEPARTMENT 2019
USE AS SECONDARY DIMENSIONS
@ColoringIn© THE COLORING IN DEPARTMENT 2019
USE TO CREATE SEGMENTS
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
WHO GETS THE CREDIT?
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
EXAMPLE CUSTOMER JOURNEY
DirectInstagram
Post
Medium:Social
Retargeting
Display Ad
Visited
Website
Newsletter
Source:
Instagram
(typed url
into browser)
Visited
Website
Visited
Website
Medium: Display Medium: Email
Source: Name of
website with
display advert
Source:
Newsletter-
database
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
MCF REPORTS TO SHOW ROLE OF CHANNELS
DirectInstagram
Post
Medium:Social
Retargeting
Display Ad
Visited
Website
Newsletter
Source:
Instagram
(typed url
into browser)
Visited
Website
Visited
Website
Medium: Display Medium: Email
Source: Name of
website with
display advert
Source:
Newsletter-
database
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
CONVERSIONS> ASSISTED CONVERSIONS
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
CHANGE PRIMARY DIMENSION ‘OTHER’
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
TYPE IN DIMENSION ‘LANDING PAGE URL’
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
BINGO
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
CONVERSIONS> TOP CONVERSION PATH
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
CONVERSION PATH BY LANDING PAGES
© THE COLORING IN DEPARTMENT 2018
@ColoringIn
#LIFEGOALS!
“I can’t wait to grow up and
create 55 page report, that
takes a week to create and no
one reads, or understands, or
cares about what I have
done…”
@ColoringIn© THE COLORING IN DEPARTMENT 2019
CASE STATEMENTS IN GOOGLE DATA STUDIO
@ColoringIn© THE COLORING IN DEPARTMENT 2019
CASE STATEMENTS IN DATA STUDIO
CASE WHEN (Page = “/page-type”) THEN “Group name” ELSE “Other” END
CASE WHEN (Page=”/”) THEN “Home” ELSE “Other” END
WHEN (REGEXP_MATCH(Page, '.*case-study.*')) THEN “Product Aware”
@ColoringIn© THE COLORING IN DEPARTMENT 2019
DEEP CRAWL + GA DATA BY STAGE OF AWARENESS
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
HEAT MAP MICRO AND MACRO GOALS BY CHANNEL
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
IMPORT MCF INTO GOOGLE SHEETS FOR DATA STUDIO
© THE COLORING IN DEPARTMENT 2019
@ColoringIn
THECOLORINGINDEPARTMENT.COM

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Using Google Analytics to measure your marketing across the customer journey.

  • 1. © THE COLORING IN DEPARTMENT 2018 @ColoringIn HOW TO KEEP YOUR JOB AND NOT ALIENATE CHANNELS: USING GA TO MEASURE YOUR MARKETING ACROSS THE CUSTOMER JOURNEY
  • 2. © THE COLORING IN DEPARTMENT 2019 @ColoringIn THE CUSTOMER JOURNEY
  • 3. © THE COLORING IN DEPARTMENT 2019 @ColoringIn IT STARTS WITH A PERSONA
  • 4. © THE COLORING IN DEPARTMENT 2019 @ColoringIn LANGUAGE BARRIER Be careful to avoid words that your customer may know, but don’t ever actually use. A company claiming that it is “multi- platform” or their website is “responsive for all devices” is industry jargon. How does your customer actually speak? THINK AND FEEL What are the customers’ hopes, fear, and dreams? What do they think about during the day? SAY AND DO How do your customers act? Where do they speak out? Do they use social media? SEE What does the customer environment look like? What do they see? HEAR Who influences the customer? Celebrities? Their EMPATHY MAPS
  • 5. @ColoringIn© THE COLORING IN DEPARTMENT 2019 STAGES OF AWARENESS PAIN OR PROBLEM AWARE 1 SOLUTION AWARE 2 PRODUCT AWARE 3 MOST AWARE 4
  • 6. @ColoringIn© THE COLORING IN DEPARTMENT 2019 PAIN OR PROBLEM AWARE SOLUTION AWARE PRODUCT AWARE MOST AWARE NON BRAND FOCUSED KEYWORDS KEYWORD THINKING BRAND & NON BRAND FOCUSED KEYWORDS BRAND FOCUSED KEYWORDS 1 2 3 4
  • 7. @ColoringIn© THE COLORING IN DEPARTMENT 2019 INFOGRAPHICS, QUIZES, BLOGS CONTENT FORMATS EBOOKS, VIDEO, WEBINARS CASE STUDIES, REPORTS, TECH DOCS PAIN OR PROBLEM AWARE SOLUTION AWARE PRODUCT AWARE MOST AWARE 1 2 3 4
  • 8. @ColoringIn© THE COLORING IN DEPARTMENT 2019 SOCIAL MEDIA, ORGANIC MARKETING CHANNELS* INFLUENCER, AFFILIATES, EMAIL RETARGETING, PPC PAIN OR PROBLEM AWARE SOLUTION AWARE PRODUCT AWARE MOST AWARE 1 2 3 4 *example customer journey
  • 9. The Consumer Cross Stitch ModelThe Consumer Cross Stitch ModelThe Consumer Cross Stitch ModelThe Consumer Cross Stitch ModelThe Consumer Cross Stitch ModelThe Consumer Cross Stitch Model © THE COLORING IN DEPARTMENT 2019 @ColoringIn STAGE OF AWARENESS CUSTOMER EMPATHY MAP KEYWORD MODIFIERS URLS SERPS PAIN OR PROBLEM AWARE THINK & FEEL WHAT WHERE HOW WHO WHY /WHAT- IS… SOLUTION AWARE SEE BEST TYPES REVIEW /BEST… PRODUCT AWARE HEAR LOCAL (CITY ETC) BRANDED /NEAR… MOST AWARE SAY & DO BRAND BUY APPOINTMENT DEALS DISCOUNT CODE /BUY… $9.99
  • 10. © THE COLORING IN DEPARTMENT 2019 @ColoringIn STAGES OF AWARENESS: PAIN AWARE STAGE OF AWARENESS: Pain or Problem Aware KEYWORD MODIFIERS: What should look for in a Tokyo hotel? How to find a great hotel in Tokyo? Why do you need a view from the room? What is the breakfast all you can eat thing called? Which hotel is in Lost In Translation? CUSTOMER EMPATHY MAP: THINK & FEEL URLS company.com/which-hotel-is-in-lost-in-translation SERP RESULT
  • 11. © THE COLORING IN DEPARTMENT 2019 @ColoringIn URLS company.com/top-jazz-hotel-tokyo STAGES OF AWARENESS: SOLUTION AWARE Solution Aware Best hotels in Tokyo Airbnb Tokyo Best onsen Top Jazz hotels Tokyo SEE STAGE OF AWARENESS: KEYWORD MODIFIERS: CUSTOMER EMPATHY MAP: SERP RESULT
  • 12. © THE COLORING IN DEPARTMENT 2019 @ColoringIn STAGES OF AWARENESS: PRODUCT AWARE Product Aware Park Hyatt Shinjuku Family Room Imperial Hotel Japan Location Hyatt near Shinjuku HEAR STAGE OF AWARENESS: KEYWORD MODIFIERS: CUSTOMER EMPATHY MAP: URLS company.com/park-hyatt-shinjuku-family-room SERP RESULT
  • 13. © THE COLORING IN DEPARTMENT 2019 @ColoringIn STAGES OF AWARENESS: MOST AWARE Most Aware Hilton Tokyo v Park Hyatt Book room Park Hyatt Hyatt loyalty club discount Discount code Park Hyatt SAY & DO STAGE OF AWARENESS: KEYWORD MODIFIERS: CUSTOMER EMPATHY MAP: URLS company.com/hilton-tokyo-vs-park-hyatt SERP RESULT $9.99
  • 14. © THE COLORING IN DEPARTMENT 2019 @ColoringIn
  • 15. © THE COLORING IN DEPARTMENT 2019 @ColoringIn MACRO GOALS MICRO GOALS
  • 16. © THE COLORING IN DEPARTMENT 2019 @ColoringIn EXAMPLE MACRO/ MICRO GOALS • Read Case Study • Watched Video • Registered for Webinar • Listened to Podcast • Downloaded White Paper • Bought Product
  • 17. © THE COLORING IN DEPARTMENT 2019 @ColoringIn YOU CAN HAVE 20 PER VIEW!
  • 18. @ColoringIn© THE COLORING IN DEPARTMENT 2019 CONTENT GROUPINGS
  • 19. @ColoringIn© THE COLORING IN DEPARTMENT 2019 BEHAVIOR> SITE CONTENT> ALL PAGES
  • 20. @ColoringIn© THE COLORING IN DEPARTMENT 2019 CONTENT GROUPING 5 PER VIEW
  • 21. @ColoringIn© THE COLORING IN DEPARTMENT 2019 CONTENT GROUPING
  • 22. @ColoringIn© THE COLORING IN DEPARTMENT 2019 CONTENT GROUPING RULE SET CONTENT VIA EXTRACTION TRACKING CODE
  • 23. @ColoringIn© THE COLORING IN DEPARTMENT 2019 HOW TO SET UP CONTENT GROUPING: RULES
  • 24. @ColoringIn© THE COLORING IN DEPARTMENT 2019 WHAT SHOULD YOU GROUP 1. Website Navigation 2. Products 3. Brands 4. Content by Stage of Awareness 5. Content by Type
  • 25. @ColoringIn© THE COLORING IN DEPARTMENT 2019 USE AS SECONDARY DIMENSIONS
  • 26. @ColoringIn© THE COLORING IN DEPARTMENT 2019 USE TO CREATE SEGMENTS
  • 27. © THE COLORING IN DEPARTMENT 2019 @ColoringIn WHO GETS THE CREDIT?
  • 28. © THE COLORING IN DEPARTMENT 2019 @ColoringIn EXAMPLE CUSTOMER JOURNEY DirectInstagram Post Medium:Social Retargeting Display Ad Visited Website Newsletter Source: Instagram (typed url into browser) Visited Website Visited Website Medium: Display Medium: Email Source: Name of website with display advert Source: Newsletter- database
  • 29. © THE COLORING IN DEPARTMENT 2019 @ColoringIn MCF REPORTS TO SHOW ROLE OF CHANNELS DirectInstagram Post Medium:Social Retargeting Display Ad Visited Website Newsletter Source: Instagram (typed url into browser) Visited Website Visited Website Medium: Display Medium: Email Source: Name of website with display advert Source: Newsletter- database
  • 30. © THE COLORING IN DEPARTMENT 2019 @ColoringIn CONVERSIONS> ASSISTED CONVERSIONS
  • 31. © THE COLORING IN DEPARTMENT 2019 @ColoringIn CHANGE PRIMARY DIMENSION ‘OTHER’
  • 32. © THE COLORING IN DEPARTMENT 2019 @ColoringIn TYPE IN DIMENSION ‘LANDING PAGE URL’
  • 33. © THE COLORING IN DEPARTMENT 2019 @ColoringIn BINGO
  • 34. © THE COLORING IN DEPARTMENT 2019 @ColoringIn CONVERSIONS> TOP CONVERSION PATH
  • 35. © THE COLORING IN DEPARTMENT 2019 @ColoringIn CONVERSION PATH BY LANDING PAGES
  • 36. © THE COLORING IN DEPARTMENT 2018 @ColoringIn #LIFEGOALS! “I can’t wait to grow up and create 55 page report, that takes a week to create and no one reads, or understands, or cares about what I have done…”
  • 37. @ColoringIn© THE COLORING IN DEPARTMENT 2019 CASE STATEMENTS IN GOOGLE DATA STUDIO
  • 38. @ColoringIn© THE COLORING IN DEPARTMENT 2019 CASE STATEMENTS IN DATA STUDIO CASE WHEN (Page = “/page-type”) THEN “Group name” ELSE “Other” END CASE WHEN (Page=”/”) THEN “Home” ELSE “Other” END WHEN (REGEXP_MATCH(Page, '.*case-study.*')) THEN “Product Aware”
  • 39. @ColoringIn© THE COLORING IN DEPARTMENT 2019 DEEP CRAWL + GA DATA BY STAGE OF AWARENESS
  • 40. © THE COLORING IN DEPARTMENT 2019 @ColoringIn HEAT MAP MICRO AND MACRO GOALS BY CHANNEL
  • 41. © THE COLORING IN DEPARTMENT 2019 @ColoringIn IMPORT MCF INTO GOOGLE SHEETS FOR DATA STUDIO
  • 42. © THE COLORING IN DEPARTMENT 2019 @ColoringIn THECOLORINGINDEPARTMENT.COM