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WEB MEASUREMENT & ANALYTICS
A SingTel/MIS Workshop Ivan Wong 27 October 2015 www.qcg.com.sg
Speaker Intro Ivan Wong Consultant, Queen Consulting Group
Google Partner Academy Trainer (AdWords & Analytics)
Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline).
Avinash Kaushik
Econsultancy Cross-Channel Marketing Survey 2014
Traditional Budgets Are Shifting To Digital
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Important Analytics for Understanding Customers
Key Measurement Goals Most important growth/profit-related requirements for analytics
Key Effective Areas for Analytics
This year is TRULY the
year of mobile…
Source: thinkwithgoogle.com
Banner Blindness & Bots
Marketing Systems & Data
You may have seen an eye chart similar to this. It’s often used to frighten people.
A sample of several hundred different companies that have built software for marketers.
To emphasize: this is just a sample of a few hundred, from a marketing technology ecosystem of thousands of products.
Source: LUMA Partners LLC 2014
Email/ ESP
Analytics
Display/ DSP/ATD
Purchase/In-store
Search
Mobile
Loyalty
CRM
Social
Offline Media
3rd-Party
Reg/ Login
Site
Big Data
How Can We Manage Big Data?
What tools do marketers use to
deliver insights today?
Web analytics
Channel-agnostic tracking
Channel-specific tracking
What’s In Your Measurement Toolbox?
Toolbox
App analytics
Analytics isn’t just about data - it’s about insights Start with a clear goal Focus on the right metrics Value your best customers Attribute value across the journey Prove marketing impact
2. Build KPIs
3. Collect Data
4. Analyze Data
5. Test Alternatives
6. Implement
Insights
1. Define Goals
A suggested framework…
1. Define Goals
As a start: identify your business goals and website conversion goals
Next: identify your KPIs
Source: Google Insights
Measure customer activities
• Visits (by source) • Bounce Rate (by LP) • Cost Per Click
• Video views (30,60,90, Completes) • Products / category views • Pageviews & tabs • Social Shares • Product/plan views
• Newsletter (un) / subscribers • Repeat purchasers • % Returning Visitors • Retargeting clicks & view thrus
• Write a review (and achieve 4+)
• Social media shares • Offsite social mentions • Sentiment / brand analysis
• Purchases / Leads / Calls • Use of “Phone Finder” • Whitepaper downloads • Promo codes used
• Member signups • Conv. Rates • CPA
Attract
Engage
Convert
Retain
Advocate
Abandon
Churn Reactivate
Focus on the right metrics – as easy as ABC
Acquisition
Conversion Behavior
• Sources • Geography • Technology/devices • New/returning
• Entry pages • Exit pages • Most viewed • Page navigation
Conversions by: • Source • Product category • Conversion paths • MCF, attribution
Value and target your best customers
Source: avinashkaushik.com
Track ALL Campaigns
Multi-Attribution Tracking
Source: http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models
Multi-Attribution Tracking
Source: http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models
Multi-Attribution Tracking
Source: http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models
Multi-Attribution Tracking
Source: http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models
What is Testing? Data Beats Opinion
vs Test different variations of a page to see which version is most effective at achieving results.
8% Add to Cart
14% Add to Cart
25% Add to Cart
Users arrive at your site
Test different variations of a particular webpage
See which variation is most effective at getting results
Winning Combo
1/3 users
1/3 users
1/3 users vs Test different variations of a page to see which version is most effective at achieving results.
8% Add to Cart
14% Add to Cart
25% Add to Cart
Users arrive at your site
Test different variations of a particular webpage
See which variation is most effective at getting results
Winning Combo
1/3 users
1/3 users
1/3 users
A/B Testing Test different variations of a page to see which version is most effective at achieving results.
8% Add to Cart
14% Add to Cart
25% Add to Cart
Users arrive at your site
Test different variations of a particular webpage
See which variation is most effective at getting results
Winning Combo
1/3 users
1/3 users
1/3 users
COMMUNICATE RESULTS
Communicate marketing impact to your clients and stakeholders
Digital analytics data is great at telling
What Happened?
By How Much?
Our brains must come up with
Why it happened?
What we learned? What action can we take?
Develop a report schedule
• Business and communications planning, long-range strategy, KPI assessment and goal setting Annually
• KPI executive reviews, strategy shifts, problem escalation and cross-discipline impact Quarterly
• Campaign reporting, KPI trends and insights, strategy evaluation, campaign optimization and problem resolution Monthly
• Media trends, news synopses, topline opinions Daily • Competitive alerts, service resolution and crisis
management Hourly
Why not just use GA reports & dashboards?
What about data that doesn’t come from GA? • Social signals • Internal sales data • Customer data • Cost data • ???
Solution: use dashboards
KPI Framework Data Table Mapping Dashboard Mockups
Useful Google Analytics intelligence tools
Intelligence Alerts
QuillEngage
Key Takeaways
Start with a clear goal Focus on the right metrics Value your best customers Attribute value across the journey Prove marketing impact
THANK YOU QUEEN CONSULTING GROUP Connect: www.qcg.com.sg