Digital landscape

Welcome!

2

Analytics and making the most of your data

Mike Jessop - Strawberry

Agenda

- Analytics and making the most of your data (18:15 - 18:50)

- Break - Meet and greet (18:50 - 19:10)

- Q/A (19:10 - 19:45) - Beers and breakout (19:45 - 20:00)

- End. (20:00)

Data and Analytics

● Web Analytics (An overview)● Google Analytics● Goals, Events, Tracking and KPIs● Connecting the dots● A/B Testing● Making better decisions.

Marketing and uncertainty

“Half of my marketing works, I just don’t know which half” -

Someone….Annoyingly.

NOT ANYMORE!!

We tag and track anything/everything!!

The culprits

Ebay - 22 tagsASOS - 31 tagsThisisHull - 62 tagsFacebook - 239 tags The Guardian - 16 tags

*tags brought to you by WASP

What are they doing?

- Personalising content- Serving ad content- tracking your onsite interaction- recording your activity- A/B testing your experience- Pulling your information from 3rd party sources

Why??

To Get MORE Data!

…..A History.

A history...

● Urchin on Demand created an analytics package (Hence UA-xxxxxx-x)

● You could buy a license for $4,995● Google bought Urchin in 2005● It is now the most popular website analytics

tool in the world.● If you don’t have it get it, if you have it, use

it!

What can you find?

● Visitor numbers● Best performing channels● Page performance● Visitor performance● Ecommerce data● Downloads, video views, goal completions

● Setup automated real time dashboard, alerts and reports

● Create custom goals● Identify what pages aren’t performing on

your site.● Identify seasonal trends● Forecast● Find out what works!...and do more of that.

What you can do

● Setup Automated dashboard, alerts● Create custom goals● Identify what pages aren’t performing on

your site.● Identify seasonal trends● Forecast● Find out what works!...and do more of that.

What you can do

● Setup Automated dashboard, alerts● Create custom goals● Identify what pages aren’t performing on

your site.● Identify seasonal trends● Forecast● Find out what works!...and do more of that.

What you can do

Spot Trends!

Find out what works!

● Attribution Modelling● Conversion Paths● A/B Testing● Dynamic Telephone Numbers

What I’m looking at…

Attribution Modelling

● Correctly attributing your activity!● Visitor journeys are more complicated● First interaction or last?● Email and Social can seek comfort.

● Customer paths are long!!!● Find out popular paths● What started their

journey?

Conversion Paths

A/B Testing

Dynamic Telephone Numbers

Email Traffic

PPC

Social/ Keyword Specific

Connecting the dots

● Remarketing - Personalising ads based on activity.

● Facebook integration - Gather data about your fans.

● Email activity based on user interaction● Email based on customer purchase or

browsing

Social monitoring

WE NEED ANOTHER PRESENTATION

Recap

● Digital Marketing is all about data● Google Analytics is FREE!● Attribution gives you the real deal● A/B testing can help dramatically improve

site performance● Begin to track offline performance and

integrate with CRM.

Agenda

- Analytics and making the most of your data (18:15 - 18:50)

- Break - Meet and Greet (18:50 - 19:10)

- Q/A (19:10 - 19:45) - Beers and Breakout (19:45 - 20:00)

- End. (20:00)

One more thing...

….Thanks

@michaeljessopMike.jessop@strawberry.co.uk