4 Steps to Measurement Success - DigitalNow: FMCG (2011-03-24)


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This presentation was made at Google's DigitalNow:FMCG event held in Singapore on Thu 24 March 2011. It covers 4 steps for measurement success, focusing on web analytics and Google Analytics.

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4 Steps to Measurement Success - DigitalNow: FMCG (2011-03-24)

  1. 1. 4 Steps to Measurement SuccessMeasure. Take Action. Succeed. Vinoaj Vijeyakumaar Senior Conversion Specialist, Google Southeast Asia http://twitter.com/vinoaj #digitalnow http://conversionroom-japac.blogspot.com Google Confidential and Proprietary 1
  2. 2. Why measure?http://www.flickr.com/photos/screenpunk/2787210951/ @vinoaj #digitalnow 2
  3. 3. @vinoaj #digitalnowhttp://www.flickr.com/photos/kayaker1204/4319542459/ 3
  4. 4. The Role of the Web Analyst Reporting Actionable Insights @vinoaj #digitalnow http://www.flickr.com/photos/kire/797533507/sizes/o/in/photostream/ 4
  5. 5. What does “Action” mean? Discovering new opportunities(eg. New markets, hot trends, customer segments) Optimisation Improving marketing strategies Making every (eg. New placements, optimise creatives) marketing dollar work harder Enhancing the user experience (eg. More compelling landing pages) @vinoaj #digitalnow 5
  6. 6. Today: Measure. Take Action. Succeed. 4 Steps to Measurement Success 1 Select Your Measurement Platform THU 2 Define Your Goals 24 3 Implement Your Measurement Platform 4 Take Action on Your Data @vinoaj #digitalnow 6
  7. 7. http://www.flickr.com/photos/kayaker1204/4319542459/ d Step 1: Select Your Measurement Platform @vinoaj #digitalnow 7
  8. 8. Measurement as a Platform Measure Websites Social Offline Presence (Twitter, (call centres, … (web, mobile, …) Facebook, …) stores, …) Paid Organic Referrals, Traffic (network- (Google, Bing, partners, … Sources independent) affiliates Yahoo!, Baidu, …) Web Flash, Flex, Mobile sites & HTML, AJAX …Technologies Silverlight applications 8 @vinoaj #digitalnow
  9. 9. google.com.sg/analytics@vinoaj #digitalnow 9
  10. 10. Step 2: Define Your Goals@vinoaj #digitalnow http://www.flickr.com/photos/angietorres/4564135255/ 10
  11. 11. Measuring Goals along the Purchase Funnel Spent > 3 mins on Watched our Created Purchased my my site product video membership product/service account Visited > 2 pages Visited Product Used my storeGOALS on my site Features page Subscribed to locator newsletter Visited About Downloaded a Us page Clicked on Join coupon Facebook buttonSTAGE Awareness Consideration Preference Action @vinoaj #digitalnow 11
  12. 12. Goals Bring Context to NumbersGoogle Store’s Top 10 markets by volume of visitors We’re doing INSIGHT awesome in Brazil! Right? @vinoaj #digitalnow 12
  13. 13. Goals Bring Context to NumbersWow, Brazil doesn’teven factor into our Top INSIGHT10 markets byconversion rate. Notgood!•  Provide localised content in Brazilian Portuguese•  Offer more attractive shipping rates for ACTION Brazil•  Are we accepting common forms of payment in Brazil?•  Should we open up a physical store? @vinoaj #digitalnow 13
  14. 14. Funnel ReportingEntering the funnel Leaving the funnel Lost opportunity Goal @vinoaj #digitalnow 14
  15. 15. Step 3: Implement your measurement platform @vinoaj #digitalnow 15http://www.flickr.com/photos/bre/552152780/
  16. 16. Implementation @vinoaj #digitalnow 16
  17. 17. 360 Degree Tracking @vinoaj #digitalnow 17
  18. 18. URL Campaign Variables http://www.yoursite.com/landingpage.html? utm_source=yahoo&utm_medium=cpc&utm_campaign=Jan +2011+Campaign&utm_term=my+keyword http://www.yoursite.com/landingpage.html? utm_source=twitter&utm_medium=tweet&utm_campaign=J an+03+One+Day+Sale http://www.yoursite.com/landingpage.html? utm_source=email&utm_medium=link&utm_campaign=Jan +2011+Newsletter @vinoaj #digitalnow 18
  19. 19. Compare the efficacy of multiple channels @vinoaj #digitalnow 19
  20. 20. Tracking Offline Campaigns•  Use manual tags to track offline campaigns•  Applies to print, TV, radio http://www.flickr.com/photos/ferneyes/469259974/ @vinoaj #digitalnow 20
  21. 21. Track Print Campaigns with Vanity URLs www.mysite.com/MySale redirects to http://www.yoursite.com/landingpage.html? utm_source=print&utm_medium=ad&utm_campaign=S traits+Times+Mar+2011&utm_content=Full+Page+Ad Dimension Value Source Print Medium Ad Campaign Straits Times Mar 2011 Ad Content Full Page Ad @vinoaj #digitalnow 21
  22. 22. Outdoor Advertisinghttp://www.yoursite.com/landingpage.html?utm_source=poster&utm_medium=qr&utm_campaign=Customer+Acquisition&utm_content=City+Hall+MRT http://www.flickr.com/photos/adambowie/3084612861/ @vinoaj #digitalnow 22
  23. 23. Email Signatures http://conversionroom- japac.blogspot.com/? utm_source=email&ut m_medium=signature& utm_campaign=Signat ure @vinoaj #digitalnow 23
  24. 24. Shifting towards non-line marketing Online Offline @vinoaj #digitalnow 24
  25. 25. Tracking online > offline: Uniquehttp://www.flickr.com/photos/roadsidepictures/3310630734/ coupon codes @vinoaj #digitalnow 25
  26. 26. Tracking online > offline: Unique phone numbers•  Generate a unique phone number for each channel/campaign/ad group•  Track calls to these numbers, and treat as lead-generation conversions for that campaign @vinoaj #digitalnow 26
  27. 27. Tracking online > offline: GA API Solutions http://google.com/analytics/apps @vinoaj #digitalnow 27
  28. 28. Step 4: Take Action on your data@vinoaj #digitalnow 28 http://www.flickr.com/photos/levork/2530374904/
  29. 29. Popular Indonesian entertainer. Rapper, broadcaster, TV personality, author, and … Web analyst!Pandji Pragiwaksono @vinoaj #digitalnow 29
  30. 30. Marketing StrategyObjectives •  Maximise reach: bring Pandji’s works to as many people as possible. •  Upcoming launch of “Merdesa”.Challenges •  An independent artist – small marketing budgets •  Need to be smart about budget usage in order to maximise reach.Solutions •  Leverage the Web as a scalable and cost-efficient medium. •  Rely on web analytics to understand the needs and wants of Pandji’s consumers (fans). @vinoaj #digitalnow 30
  31. 31. Understanding the Consumer “What do Pandji’s fans “What’s our most effective way to reach Pandji’s fans want? What interests them? in a cost-effective What are they looking for?” manner?” @vinoaj #digitalnow 31
  32. 32. Content as a Barometer of Consumer Interest •  Top Content report: which content people enjoyed the most •  A majority of visitors are viewing the “for-you” page – thus showing a strong interest in Pandji’s latest works @vinoaj #digitalnow 32
  33. 33. Site Search as a Barometer of Consumer Interest •  Site Search report: what are people searching for once they reach our site? •  Majority of searches were for titles of recent releases @vinoaj #digitalnow 33
  34. 34. Evaluating Social Media Channels http://www.yoursite.com/landingpage.html? utm_source=twitter&utm_medium=promoSMM&utm_campa ign=Campaign http://www.yoursite.com/landingpage.html? utm_source=facebook&utm_medium=promoSMM&utm_ca mpaign=Campaign •  Twitter promo campaigns were more effective that Facebook promo campaigns and organic Twitter and Facebook traffic @vinoaj #digitalnow 34
  35. 35. Merdesa Marketing Strategy •  Put Merdesa in the hands of many fans as possible. Give itObjectives away for free! •  Use Google Analytics insights to understand how to reach our consumers effectively and efficiently.Solutions •  Adopt a 100% web distribution strategy. •  Promote through social media, focusing heavily on Twitter. •  November 2010Results •  8400 Unique Pageviews (8,400 shoppers!) •  14,000 tracks downloaded @vinoaj #digitalnow 35
  36. 36. http://www.flickr.com/photos/levork/2530374904/In Conclusion …@vinoaj #digitalnow 36
  37. 37. 4 Steps to Measurement SuccessStep 1: Select Your Measurement PlatformStep 2: Define Your GoalsStep 3: Implement Your Measurement PlatformStep 4: Take Action on Your Data @vinoaj #digitalnow 37
  38. 38. Subscribe for the Latest News Subscribe to receive latest articles in your inboxconversionroom-japac.blogspot.com @vinoaj #digitalnow 38
  39. 39. Thank You!Q&Ahttp://twitter.com/vinoajhttp://conversionroom-japac.blogspot.com Google Confidential and Proprietary 39