Daniel smulevich content analytics

Daniel Smulevich

Content Analytics The elephant in the room

I can’t think of any other

industry where its top

professionals have

repeated the same thing…

OVER AND OVER...

And pretty much everyone

out there listened to them…

And pretty much everyone

out there listened to them…

… well, sort of.

FLUFF

46%

Is it just about choosing the

right KPIs?

A KPI is a metric used to

determine how well you are

performing against your

business objectives.

Business Objective

Goal KPI KPI Target Segmented

KPI

Number of

new leads per

month

Effective

Marketing

Build a

customer

database

200 per month Number of

new leads per

month

by channel

New leads from

Affiliate programs

BOUNCE RATE

BOUNCE RATE

TIME ON SITE

TIME ON SITE

KPIs

KPIs

KPIs

Flags

And they are also

misleading: they think in

terms of interactive

engagement hits,

do you?

If you don’t know what this means, start

from here: bit.ly/1xF11QO

69% of marketers use

pageviews as a key metric,

forgetting about…

AJAX

VIDEOS

HOVERS

SCROLLING

CLICKS

TABBED BROWSING

and so on.

Start measuring the attention

time your content receives,

from mouse movements to

video plays, looking at what

browser tab was opened etc.

Last year, Upworthy moved from

making decisions based on

pageviews to using attention

minutes.

Sample code: bit.ly/1F2JLUG

Last year, Upworthy moved from

making decisions based on

pageviews to using attention

minutes.

And two months later they were

able to charge brands for branded

content.

Or start with free plugins for:

Screen time (bit.ly/11wn6Tm)

Active time (bit.ly/1F2KXHp)

Scroll depth (bit.ly/1eH0S1r)

By @robflaherty

External

KPIs Board

Anything that you can correlate with revenues, conversions, cost (£)

PIs Marketers

Metrics that help you get to your KPI targets (Content performance: task

completion rate, attention time)

Internal

Flags Marketers + Website managers

To spot issues early (Adjusted bounce rate, site speed)

Be wary of averages: they hide

trends and outliers!

The goal of our work is to

understand the triggers

behind new and existing

customers’ content

consumption and buying

behaviour…

…so we can plot the best

course of action to drive

demonstrable

improvements in revenue.

How do we get to

that?

Step up your analytics game

Three distinct phases

1. Data audit

2. Framework development

3. Ongoing reporting and

analysis


1. Data audit



analysis

Understanding what structures

you/the client has in place, and how

the business is using the data at its

disposal, so that we can devise a

data collection and reporting

strategy that supports our content

marketing efforts.

1. Sources attribution


We must attribute prospects to their

acquisition source or channel. We can’t work

out where our best prospects are if we don’t

know the source (PPC, email).

Attributed sources of traffic

Conditions


2. Sales funnel definition


We need to define the sales funnel stages by

establishing the demographic and

behavioural measures as prospects move

down the funnel.



3. Data integration/data warehousing


A data warehouse is just a big database that

pulls data from lots of different sources. When

this data is put together, you can do an all-

round user analysis, e.g. looking at online

behaviour and offline conversion. Or tie long-

term purchase history to online behaviour.

If you are using GAP, you should take

advantage of the free connector to BigQuery.




4. Conversion attribution


We should AT LEAST create an attribution

model to determine credit for content and

sales conversions. It’s a mistake to attribute

conversion to a single action: the reality is

usually a complex mix of sales path

interactions.

The attribution model should be applied to

evaluate content promotion campaigns.

SEO PPC EMAIL DIRECT

1

2

3

7

4

10

8

9

5

10+

6

CONVERSION PATH LENGTH


1

2

3

7

4

10

8

9

5

10+

6

CONVERSION PATH LENGTH


$


$


$


$


$


$

However, this is only the tip of the

iceberg.

Cross-channel attribution:

“The practice of using advanced statistical

approaches to allocate proportional credit to

marketing communications and media activity

across all channels, which ultimately leads to the

desired customer action.”

The Forrester Wave™: Cross-Channel Attribution Providers, Q4

2014





5. Conversion optimisation


If we know where opportunities fall out, we

can take positive actions: messaging, copy,

calls-to-action, value propositions, design,

and even entire campaigns can be optimized

to overcome any issues.

Don’t forget to test

your assumptions

A/B

AA/BB






6. Prospects segmentation


You should segment your prospects, so that

you can boost conversion rates with better

content and increase sales interest with

stronger problem focus.







7. Post-purchase funnel


Can we separate online communications

strategies, campaigns and messages for

repeat sales to the existing customer base?

Thanks to the genial @martoozie for this!








8. Reporting

8. Reporting

The right level of reporting should enable

different stakeholders (marketers,

salespeople etc.) to receive only the

information they need, in a way that’s as

simple and clear as possible, to take

informed decisions.

Automate reporting whenever possible.








8. Reporting

Their tools


1. Data audit



analysis

Framework development

=

Data collection strategy

Start from the business

requirements, talk to the

stakeholders involved and then

visualise the dimensions/metrics

that you aim to get

Now you’re ready to

spec it out!

1. Plan for the mid-long term

2. Don’t overcomplicate things

3. Think of constraints:

• Budget

• Technology

• Resources


1. Data audit



analysis

AND SO

WHAT?

AAAAA

Always

Add

Analysis

And

Action

In-depth analysis should be

carried out on a regular basis:

results should be brought into

quarterly meetings with the

relevant stakeholders, upon

internal sharing first with the

(agency) team.

Take data out of silos

Outcome:

integrated, personalised, dynamic

dashboards and reports, on which

we can easily add our analysis.

Outcome:




Outcome:




Outcome:




Become best friends with

these bad boys…

APIs Webhooks


these bad boys…

APIs Webhooks

Your bible: GA reference guide

bit.ly/P8msWU

Your playground:

the query explorer

bit.ly/XeNbVy

Three ways to extract data using

the API:

Add-ons (Supermetrics rocks!)

Custom functions

Programmatically (build a PHP app)

Easy

Hard

You can also use the

management API to import

data into GA!

Data on: users, campaigns, content, products,

refunds, cost

bit.ly/1nTIkEl


these bad boys…

APIs Webhooks

Webhooks let you send data to

Google Analytics when something

special in another platform

happens, e.g. you won that

contract with the client!

GA Measurement Protocol: bit.ly/N3z7sa

WAIT, WAIT, WAIT….

How do I link GA users

with CRM entries?

• Extract client id from GA cookie

• Pass the User ID from the CRM

• Use your CRM API to push the data through

along with the CRM id

• Call webhooks as users perform set actions

Now all your data is integrated,

you can visualise data the way

you/your client/your board needs!

Use free visualisations APIs:

• Google Analytics Embed API

• Google Charts

A little reminder

Collection Reporting Analysis

OUR BIG CHALLENGE

MEDIUM

HIGH

LOW


OUR BIG CHALLENGE

MEDIUM

HIGH

LOW


OUR BIG CHALLENGE

MEDIUM

HIGH

LOW


WHAT OUR CLIENTS WILL EXPECT

MEDIUM

HIGH

LOW


MANAGING EXPECTATIONS

MEDIUM

HIGH

LOW


MANAGING EXPECTATIONS

MEDIUM

HIGH

LOW


AC

TIO

NA

BLE

AD

VIC

E


AC

TIO

NA

BLE

AD

VIC

E

Iterative analytics

implementations:

“As you continually improve your site and its

features, your implementation must evolve

as well in order to provide you with the data

you need.”

@RudiShumpert

Thank you. @dSmulevich

[email protected]

Roundtable Question

What are the key challenges you're facing in integrating Analytics further

into your work? Is it a lack of resources, skills, time, or legacy processes

and tools...?

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Daniel smulevich content analytics