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Digital Analytics
Digital analytics is the analysis of qualitative and quantitative data from your business and the competition
It is to drive a continual improvement of the online experience that your customers and potential customers have
This further will translates to your desired outcomes (both online and offline)
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Problems faced by Marketers when working with data
Not enough of it
Too much of it
Don’t trust it
Don’t know what to do with it
We go with the HIPPO anyway
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Data can address concerns such as ...
Who is my audience? Where is my audience?
How will they find me online?
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Data can address concerns such as ...
Do they like me?
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Are they a valuable customer?
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Data can address concerns such as ...
How do I stack up against the competition?
How can I plan for the future?
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Where does the data live?
Web logs
Spreadsheets and reports
Desktop databases
Paid channels
Online analytics products
3rd party aggregators
Enterprise Systems
• CRM systems
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Define Goals
Why is this website made?
What do we want our customers to do?
What is our complete sales process/funnel like? Where does the website fit in this?
What is the priority in multiple goals?
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Define Goals
Build KPIs
Collect Data
Analyze Data
Test Alternatives
Implement
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Build Key Performance Indicators (KPIs)
Good KPIs should be
Simple
Relevant
Periodic
Actionable
Discussion on each of the website to define KPIs
Chalechalo
Akruti Jewels
7 Seas Tours
Baheti and Sons
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Define Goals
Build KPIs
Collect Data
Analyze Data
Test Alternatives
Implement
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Collect Data
Are we collecting the right data?
Is the data correct?
Are we collecting all the data we need?
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Define Goals
Build KPIs
Collect Data
Analyze Data
Test Alternatives
Implement
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Analyze Data
Who to compare the data with?
Data can be interpreted in different ways – e.g., Pages/Visit
It’s not always about statistical analyses
• Data can be inspected
• Visualizations to help analyze data
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Define Goals
Build KPIs
Collect Data
Analyze Data
Test Alternatives
Implement
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Test Alternatives
Testing can be done on any interface, not just the campaign landing pages
Prioritize your testing
Share results with everyone
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Define Goals
Build KPIs
Collect Data
Analyze Data
Test Alternatives
Implement
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Implement
Get top management support
Start with small steps
Be flexible and keep options open
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Define Goals
Build KPIs
Collect Data
Analyze Data
Test Alternatives
Implement
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Different types of Analytics
Webserver logs Pros
Page hits calculated easily
Data is available
Non-intrusive
Cons
Reverse calculation is difficult
Page hits is not Visits
Caching complicates things
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Different types of Analytics
Web Beacons
1x1 transparent pixel images that are requested from a webserver
Send hit level data
Pros
Page hits calculated easily
Easy to implement
Non-intrusive
Cons
Reverse calculation is difficult
Page hits is not Visits
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Different types of Analytics
Javascript Tags Pros
Visits can now be tracked
Easy to implement
Cons
Can be turned off
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Google Analytics
What makes GA so special?
Freemium
Based on Urchin system
Integrated with Adwords, Webmasters and other Google products
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Google Analytics
Watch this video showing online ecommerce business in real time
How Google analytics can help gaining insights on from where are your customers checking out
https://www.youtube.com/watch?v=3Sk7cOqB9Dk
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Quick Overview
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Visits or Sessions in a given time period Unique Visitors or Users Bounce rate
Ave
rage
tim
e o
n p
age
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Who is my audience in Google Analytics
Demographic data made available
To view this data you have to set it up during the setup process
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Where is my audience visiting?
We use the interests within demographic section to find similar sites
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How will they find me online?
Tracking different channels
Social
Direct
Organic Search
Paid Search
Referrals
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Setting up Segments
What are segments?
Would users from Saudi Arabia behave differently as compared to users from United States? What about India?
Slicing the data into smaller data sets to match a certain criterion
• E.g. All users from India
• E.g. All women less than 25 interested in Sports
• E.g. All men over 35 who play computer games
Why do we need segments?
God is in the detail
Different sets of users behave differently
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Defining a segment in Google Analytics
Name of the segment
Final segment definition
Step 1: Click on +Add Segment at the top
Step 2: Define the criterion on the segment
Step 3: Test or Preview the segment
Step 4: Save the segment
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Segments
Define as many segments you want, however please keep focus on the primary objective
A tool is only as great as the user
Swiss Knife example
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Intelligence Events
Intelligence Events
Can change date and month for analysis from the top right corner
Divided in two types of alerts automatic and custom alert
Automatic alerts is when something goes wrong
Custom alerts are customized alerts which administrator can set
Can be viewed daily, weekly or monthly
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Audience Overview
Audience overview gives an overall glimpse of visitors till now in terms of:
Numbers of users: % of new and returning users
Number of page views: Each time page is opened it recorded
Page per session
Average session duration
Bounce rate (lower is better): number of people viewing one page and left the website
% of new sessions
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Acquisition
Acquisition Overview explains the top channels from where traffic or visitors coming on our website.
Major sources are:
• Organic (google)
• Direct
• Referral
• Paid search
• Social
It also tells number of sessions and conversions
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Behavior
Behavior tells the visitors behavior on the website.
Major components are:
• Page views
• Unique page views: total number of people opened site for a particular reason
• Average time spent by visitor
• Bounce rate (lower is better)
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Goals
Goals are set by the administrator for the analysis of of website success.
Helps determining goals monetarily
We can customize our goals according to our desirable results
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Case Study: Google Analytics
Exiz Inc is a newly opened ecommerce in US. Lately, online marketing team has been undertaking aggressive promotional steps but results have not been up to the mark. To understand the reasons behind the picture company opened up a Google analytics account. Marketing manager is interested in analyzing the following key points:
Obtain detailed data for every customer visit
Real time analytics: overview and location
Understanding the level of organic data and direct website visits
To know the most visited pages of the website (country wise)
Source of maximum visits from social media
Capturing more detailed information at the user level (Time spent by users)
Perform SEO location wise
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Most used browser and location wise maximum traffic
Country wise sessions; can also see results state wise, territory wise, city wise
Browser wise sessions; can also view results for different internet providers
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Real time analytics
Real time analytics shows information at the moment from various sources like:
Referrals
Social media platforms
Top keywords
Top active pages of the website
Also shows page per minute and page per second
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Real time analytics: Location
This feature of real time analytics explains location wise traffic on the site at the moment
Also shows number of active visitors from each country
Page per minute and page per second
A map on the right gives the analyst a better understanding
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Maximum source of traffic
This tells us source of maximum traffic on our website from the keywords
Major sources are:
1) Direct
2) Organic
3) Groups
4) referral
Gives an analytical view through:
• medium, source and percentage of active users on the site
Again, page per minute and page per second is shown graphically
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Country wise most viewed pages
Visitors flow shows where the visitors coming from, went to which page and next page viewed and the exit pages
We can set sources of traffic in terms of:
Countries
Social media platforms
Type of data (organic or direct, etc.)
And many other attributes
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Social media traffic source
Social Media traffic shows maximum traffic from social platforms and information related to it like:
1) Sessions
2) New users
3) Bounce rate
4) Average session duration
Platforms like:
1) Facebook
2) Twitter
3) LinkedIn
4) Quora
5) Google+
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Geographical Summary: SEO
Geographical summary is telling from where maximum clicks are coming from in terms of:
Impressions
Clicks
CTR
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Time taken by visitors on each page
Gives average time spent by the user on the page (greater is better)
Unique page views
Average time on page and load time
% Exit
Bounce Rate
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Universal Analytics
Switching to the Next Version of Google Analytics i.e. an extended platform
Allows to get a complete view of the business; inside Google Analytics or outside Google Analytics.
Upgrading to Universal Analytics is not quick.
Need to set up a new property and replace all Google Analytics code on the site
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Benefits of Universal Analytics
Acceleration of moving from tracking Visits to tracking People to track the Customers
1) Current analytics tool can track cookies only: 3 different person on one desktop
2) But with universal analytics we can understand behavior of each individual uniquely as they become loyal customer
Shift from tracking individual device to tracking cross-device behavior
1) Allows to standardize on one vendor platform, across all devices
2) Unify customer behavior tracking across multiple devices
Enables single-view of online and offline dataset
1) Can estimate true profit and lifetime value today
2) Track where the person who redeemed a coupon in your store came from
3) Track offline data and optimize online experience
4) Shift to tracking people, track behavior across all devices (tabs, mobiles, etc) uniquely
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Features of Universal Analytics
User-ID Override
Combine all the hits from multiple sessions/visits and identify them as a same person
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With Universal AnalyticsWith google analytics
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Features of Universal Analytics
Dimension Widening
1) CRM information, corporate data warehouse can be inside Google analytics with Universal Analytics
2) Extend the data available like add gender, age, hobbies, etc
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Features of Universal Analytics
Measurement protocol
1) Integrate offline interactions event to Google Analytics with through measurement protocol
2) It will directly combine with original activity of user
3) Also known as offline integration with CRM platform
4) Analyze more metrics like Offline Opportunity, Offline Closed Win and Offline Closed Lost.
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Universal Analytics – Additional Benefits
What's new in Universal Analytics?
A. Controlled settings:
• Sessions Timeout: Change the duration from 1 min to 4 hours
• Campaign Timeouts: Change campaign timeouts from 1 day to maximum 24 months
• Search Engines: Can track traffic from search engines which are not on Google Analytics list
• Excluding Search terms: Can exclude search terms from data, traffic coming from search terms will be categorized as direct traffic (not organic search traffic)
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Universal Analytics
B. Custom dimension and metrics:
• Custom variables are know as custom dimension in Universal Analytics
• Define a metric within universal analytics account
• Install JavaScript on the site to track dimensions and metrics
• New measurement protocol lets to send data to Google Analytics from any where
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Setting up Universal Analytics
Creating a new property
Log in to Google Analytics account
Click on admin
Select the account for which universal analytics needs to be set up
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Setting up Universal Analytics
Click on the “+ New Property” button
Select “Web Site” option
Select “universal analytics” between universal analytics and Google analytics
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Setting up Universal Analytics
Fill in up the basic information about new property
Click on ““Get Tracking ID” button
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Setting up Universal Analytics
Installing Universal Analytics
• With new property, a new version of tracking code will be generated
• Install this code in your website before </head> tag
NOTE: Every line of Google analytics code in the website will be need to get updated.
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Agency Manager – Selection Framework
Framework of selecting an Agency
1) Define your needs
2) Defining Search Process and Assessment Criteria
3) Exchange of Information
4) Narrow the list
5) Finalizing a selection
6) Getting started and planning for success
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“Agency Relationships Are Critical Strategic Investment: Invest Wisely”
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Agency Manager – Selection Framework
1) Define your needs
• Define business goals and marketing objectives of your company
• What are the capabilities, services, skills looking for?
• What are your expected marketing accomplishments?
• What are social media platforms expertise desirable?
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Agency Manager – Selection Framework
2) Defining Search Process and Assessment Criteria
• Create a framework for search process and decision making
Framework should include:
• Authority and responsibilities of finding search team
• Ultimate decision making power
• Steps to included in search work (meetings, presentation, etc.)
• What weightings to be used for assessment
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Agency Manager – Selection Framework
3) Exchange of Information
Proper communication between agency and brand team
Open dialogue of goals, priorities, interests and capabilities
Address issues in timely manner incase vision of brand and agency differs
Prepare a standardized agency questionnaire detailing information like:
1) Agency profile, background, location, etc.
2) Process of marketing
3) Latest successful work assignments
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Agency Manager – Selection Framework
4) Narrow the list
• Explore agencies through publications, industry databases, referrals, etc.
• Narrow list using a three step proven process: Long list, Short list and Finalists
• Long list involves:
1) Setting up meetings with 10-15 agencies
2) Exchange information through standard agency questionnaire
• Short list: Shortlist 6-7 agencies from long list and set up face to face interview
• Finalists: Work with 3-4 agencies to explore compatibility, objectives, process in depth
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Long List
Short List
Finalists
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Agency Manager – Selection Framework
5) Finalizing a selection
• Prepare an Agency Brief for the finalists
• Agency Brief includes challenges, opportunities and expectations of the client
• Brief should not miss important guidelines, knowledge about client’s marketing assignment
• Create illustrative assignment related to real one and ask agencies to develop their process
• Weights should be assigned using:
1) Strategic Capability
2) Execution Capability
3) Team Work Capability
• Once an agency selected, client should agree on agency’s compensation
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Agency Manager – Selection Framework
6) Getting started and planning for success
• Formalize agreement related to services, responsibilities, compensation and work
• Develop evaluation process using: Monitoring check points
1) Feedback process
2) Consider effectiveness and efficiency opportunities
• Work towards long term relationship
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Agency Management
Maintaining a relationship is as important as start of a relationship. Following are the few points to maintain Agency relationship:
1) Maintaining regular contact
2) Assigning budget, allocations and expenses
3) Confidentiality Agreements
4) Set expectations, reporting and updates
5) Include different team members to review agency work and collaborate
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Agency Management
1) Maintaining regular contact
• Prepare an induction program in your company
• Organize brainstorming events and away days for productively knowing the other party
• Regular meetings to view work, effectiveness and future strategies
• Give feedback to agency company
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Managing Agency Company
2) Assigning budget, allocations and expenses
• Give direct and realistic budgetary allocations
• Allocate how much you want to spend on branding your product or company
• Include all the service fees and expenses
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Managing Agency Company
3) Confidentiality Agreements
• Build a strong trust worthy relationship with agency company but still have a confidential agreement
• You need to give confidential information to agency company about your new product or strategies
• While managing agency keep in mind to give them freedom to apply creative skills
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Managing Agency Company
4) Set expectations, reporting and updates
• Ask for weekly updates or quarterly reports
• Prepare your own dashboard login and do a performance analysis
• Review every word in content marketing and ask for revisions (if required)
• Explain your expectations in beginning in clear and simple words
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Managing Agency Company
5) Include different team members to review agency work and collaborate
• Every staff has an unique insight
• Maybe an employee has an interest in social media so he can give unique reviews
• Great opportunities to collaborate in house talent with outside strategies
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