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Do you know the real story your data is telling you, or are you still stuck reading a fairytale? Insights Consultant Emma Haslam spoke about the subject at Brighton SEO 2014.
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4Ps MarketingDo you know the real story your data is telling you?
@4PsMarketing@ehaslam
#4PsInsights
12th Sept 2014
Agenda
Introduction – setting the scene
Planning
What tools in Universal Analytics you can use?
Summary
My Tips
Questions
Introduction
Who here has ever been presented with a massive Excel document and had to sift through sheets of data to find your nugget of information?
Are you ever asked to find out a crucial piece of information for a meeting that’s in 30 minutes?
Would your Content Team know how much they contribute to your revenue?
Identifying your buckets of data
Planning
1
2
3
4
5
What is a Measurement Plan?
The 5 Steps of your Measurement Plan:
1. Set your business objectives
2. Strategies and tactics
3. Choose KPIs
4. Segments
5. Targets
Measurement Plan + Em’s Step
1. Define who all your stakeholders are
2. Set your business objectives
3. Identify strategies and tactics
4. Choose KPIs
5. Segments
6. Targets
Who Are Your Stakeholders?
Possible StakeholdersInvestors
CEO
Marketing Directors
Content Team
Merchandising
IT
Account Managers
Financial Director
Defining Who Needs What – B2C
B2C KPIs & Insights
KPI Sales
CEO InsightInsight: Sales were up month on month by 3% from our summer sale. Action: Create a segment of new customers to use in a remarketing campaignImpact: Increase repeat business activity
Account Manager InsightInsight: Sales were down in the jackets product category due to seasonality as we move into summer. Action: Run an end of season clearance saleImpact: Clear remaining stock and make additional revenue
B2C KPIs & Insights
KPIs Revenue
CEOInsight: Revenue is in-line with our Year on Year seasonalityAction: Look for any seasonal dips coming up and plan marketing accordinglyImpact: Pre-empt seasonal decline in revenue
Account ManagerInsight: PPC campaigns with deep linked landing pages increased paid search revenue by 5% on last month.Action: Review the landing pages of up and coming campaigns. Impact: Better user experience and increased conversions
Defining Who Needs What – B2B
B2B KPIs & Insights
KPI Lead generations
CEO InsightInsight: Leads are up 2.1% this quarter after streamlining the main enquiry form. Action: Repeat this with our remaining forms.Impact: Increased form submissions and decreased abandonments
Account Manager InsightInsight: Brochure downloads from mobile Organic search are up on last quarter.Action: Ensure all our brochures on the site are mobile and tablet friendly and run PR campaign on itImpact: Increased leads from mobile and tablet users
B2B KPIs & Insights
KPIs Revenue
CEO InsightInsight: Revenue is down month on month after changing our phone call tracking systemAction: Run in-house training on the new system.Impact: More calls answered and completed successfully
Account Manager InsightsInsight: More customers upgrading from the demo to full products online from email marketingAction: Do further analysis on demographics of customers upgrading and tie back into PPC CampaignsImpact: Larger volumes of upgrades
Defining Who Needs What – B2C & B2B
Tools You Can Use to Create Your Buckets
What Tools Are Available?
Now you’ve defined who in your business needs what data how do you create all of these different buckets?
Segments Custom Reports Dashboards Shortcuts Enhanced Ecommerce
Query Explorer API
Segments
Segments are customised filters that let you create subsets of data.
Create segments on a session or user basis
Create up to 1000 segments per account and 100 per user, per view.
They can be used in remarketing lists
Based on demographics, technology, behaviour, traffic sources to name a few.
Custom Reports
A custom report is a report that you create outside of what Google Analytics provides as standard.
You pick the dimensions and metrics
Decide on the display.
Also add filters.
Dashboards & Shortcuts
Dashboards display summaries of different reports
Monitor many metrics at once
Perfect for top level reporting
Create up to 20 dashboards
Create a shortcut for any standard report you then tailor
Enhanced Ecommerce
A brilliant new addition to Universal Analytics.
Impressions, views and clicks on products
Performance of promotions
Refunds
Flow through the checkout funnel
Flow through the whole shopping journey
Adds to cart and removals
Coupons and vouchers redeemed
In Summary - Our 3 Questions
1. Who here has ever been presented with a massive Excel
document and had to sift through sheets of data to find your
nugget of information?
Planning Stakeholder
s
In Summary – Question 2
2. Are you ever asked to find out a crucial piece of information
for a meeting that’s in 30 minutes?
In Summary – Question 3
3. Would your Content Team know how much they contribute to
your revenue?
SEGMENTS
My Tips
Planning is crucial
Think of your business as a whole
This process is never finished – use the insights
Make time to play with your analytics tool
Talk to each other
Any Questions?
Get In Touch:
Web: http://www.4PsMarketing.com
Tel: 0207 607 5650
Twitter: @4PsMarketing@ehaslam