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WEB MEASUREMENT & ANALYTICS A SingTel/MIS Workshop Ivan Wong 27 October 2015 www.qcg.com.sg

Digital measurement & analytics

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Page 1: Digital measurement & analytics

WEB MEASUREMENT & ANALYTICS

A SingTel/MIS Workshop Ivan Wong 27 October 2015 www.qcg.com.sg

Page 2: Digital measurement & analytics

Speaker Intro Ivan Wong Consultant, Queen Consulting Group

Google Partner Academy Trainer (AdWords & Analytics)

Page 3: Digital measurement & 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

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Econsultancy Cross-Channel Marketing Survey 2014

Traditional Budgets Are Shifting To Digital

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Important Analytics for Understanding Customers

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Key Measurement Goals Most important growth/profit-related requirements for analytics

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Key Effective Areas for Analytics

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This year is TRULY the

year of mobile…

Source: thinkwithgoogle.com

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Banner Blindness & Bots

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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

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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?

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What tools do marketers use to

deliver insights today?

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Web analytics

Channel-agnostic tracking

Channel-specific tracking

What’s In Your Measurement Toolbox?

Toolbox

App analytics

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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

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2. Build KPIs

3. Collect Data

4. Analyze Data

5. Test Alternatives

6. Implement

Insights

1. Define Goals

A suggested framework…

1. Define Goals

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As a start: identify your business goals and website conversion goals

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Next: identify your KPIs

Source: Google Insights

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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

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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

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Value and target your best customers

Source: avinashkaushik.com

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Track ALL Campaigns

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Multi-Attribution Tracking

Source: http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models

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Multi-Attribution Tracking

Source: http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models

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Multi-Attribution Tracking

Source: http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models

Page 27: Digital measurement & analytics

Multi-Attribution Tracking

Source: http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models

Page 28: Digital measurement & analytics

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

Page 29: Digital measurement & analytics

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

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COMMUNICATE RESULTS

Communicate marketing impact to your clients and stakeholders

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Digital analytics data is great at telling

What Happened?

By How Much?

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Our brains must come up with

Why it happened?

What we learned? What action can we take?

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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

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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 •  ???

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Solution: use dashboards

KPI Framework Data Table Mapping Dashboard Mockups

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Useful Google Analytics intelligence tools

Intelligence Alerts

QuillEngage

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Key Takeaways

Start with a clear goal Focus on the right metrics Value your best customers Attribute value across the journey Prove marketing impact

Page 38: Digital measurement & analytics

THANK YOU QUEEN CONSULTING GROUP Connect: www.qcg.com.sg