Web Summit 2014 #WebSummit2014 - Digital Analytics "What to Know" - @therustybear...

Digital Data and Analytics – What you NEED to know

Russell McAthy - @therustybear

Director of Strategy at BlueGlass @blueglass

I speak about the

crossover of Data

and Marketing

Often!

writeups and decks available on

http://www.russellmcathy.com

http://slideshare.net/russellmcathy

Digital Analytics - The Journey

The Customer Consideration Funnel

Pre

-Sale

sP

ost-

Sale

sMacro

Goal

AcquisitionDriving high quality traffic to the

right contentCTR, CPC, Impressions, Visits...

Behaviour Creating an optimal user journeyBounce Rate, Content Category

Engagement, Micro-Transactions...

ConversionImprove call to actions and an

intuitive purchase pathARPB, CPA, Revenue...

SatisfactionDriving customer happiness and

improving continuous

engagement

Single Login / remembering

preferences / Single Customer View

LoyaltyIncreasing LTV, give a reason for

for customers to be loyal

Repeat Purchase Rate, Multi-channel

Behavior, LTV

AdvocacyCreating an environment where

advocates are naturally created

Social Sharing, MGM Conversion,

Referring %

Website Analytics: Understanding The Prospect/Customer

Engaging Users

Converting Users

Bouncing Users

Engaging Users

Converting Users

Bouncing Users

What the data says How we spend our time

Breaking down the conversion function

Micro Conversions

Macro Conversions

Marketing Analytics

TrueCVR

TrueCVR

Visits CVR VisitsTrueCV

R

We have removed bounced sessions from the analysis.

THIS IS NOT A TIME TO PULL OUT THE CHAMPAGNE AS CVR HAS

INCREASED

What did we just do - TrueCVR

Engaging Users

Converting Users

Bouncing Users

This Year

5%

51%

44%

Engaging Users

Converting Users

Bouncing Users

Last Year

6%

72%

22%

Engaging Users

Converting Users 9%

91%

Engaging Users

Converting Users 8%

92%

This Year Last Year

Why Excel is awesome …

and why you shouldn’t be scared to dive

in

I’ve done this presentation before

http://bit.ly/Excelmarketers

Thanks for

Listening

Any questions?

www.blueglass.co.uk

@blueglass

Russell McAthy

@therustybear

rmcathy@blueglass.co.uk

See you in Temple Bar!

A forecast model for Startups and SMB’s

http://bit.ly/StartupSMBForecast