Digital Data and Analytics – What you NEED to know
Russell McAthy - @therustybear
Director of Strategy at BlueGlass @blueglass
I speak about the
crossover of Data
and Marketing
Often!
writeups and decks available on
http://www.russellmcathy.com
http://slideshare.net/russellmcathy
Digital Analytics - The Journey
The Customer Consideration Funnel
Pre
-Sale
sP
ost-
Sale
sMacro
Goal
AcquisitionDriving high quality traffic to the
right contentCTR, CPC, Impressions, Visits...
Behaviour Creating an optimal user journeyBounce Rate, Content Category
Engagement, Micro-Transactions...
ConversionImprove call to actions and an
intuitive purchase pathARPB, CPA, Revenue...
SatisfactionDriving customer happiness and
improving continuous
engagement
Single Login / remembering
preferences / Single Customer View
LoyaltyIncreasing LTV, give a reason for
for customers to be loyal
Repeat Purchase Rate, Multi-channel
Behavior, LTV
AdvocacyCreating an environment where
advocates are naturally created
Social Sharing, MGM Conversion,
Referring %
Website Analytics: Understanding The Prospect/Customer
Engaging Users
Converting Users
Bouncing Users
Engaging Users
Converting Users
Bouncing Users
What the data says How we spend our time
Breaking down the conversion function
Micro Conversions
Macro Conversions
Marketing Analytics
TrueCVR
TrueCVR
Visits CVR VisitsTrueCV
R
We have removed bounced sessions from the analysis.
THIS IS NOT A TIME TO PULL OUT THE CHAMPAGNE AS CVR HAS
INCREASED
What did we just do - TrueCVR
Engaging Users
Converting Users
Bouncing Users
This Year
5%
51%
44%
Engaging Users
Converting Users
Bouncing Users
Last Year
6%
72%
22%
Engaging Users
Converting Users 9%
91%
Engaging Users
Converting Users 8%
92%
This Year Last Year
Why Excel is awesome …
and why you shouldn’t be scared to dive
in
I’ve done this presentation before
http://bit.ly/Excelmarketers
Thanks for
Listening
Any questions?
www.blueglass.co.uk
@blueglass
Russell McAthy
@therustybear
See you in Temple Bar!
A forecast model for Startups and SMB’s
http://bit.ly/StartupSMBForecast