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PRESENTERS:
Shelby Thayer, Penn State University Becky Vardaman, Converge Consul=ng
BEYOND GOOGLE ANALYTICS: HOW TO PICK THE BEST METRICS AND TOOLS FOR YOUR PROJECT
WEBINAR | 7.16.15
Becky Vardaman Vice President Converge ConsulBng Shelby Thayer Director of Web Strategy and CRM Penn State Outreach and Online EducaBon
ABOUT THE PRESENTERS
1. DefiniBon and scope of digital analyBcs 2. GeOng leadership buy-‐in 3. The basics -‐ objecBves, goals, KPIs... 4. Measuring campaigns, email, social
media, content, and off-‐site conversions
AGENDA
h[p://chiefmartec.com/2015/01/markeBng-‐technology-‐landscape-‐supergraphic-‐2015/
Chief MarkeBng Technologist Blog by Sco[ Brinker hPp://=nyurl.com/martec-‐2015
THE SCOPE OF DIGITAL ANALYTICS
h[p://chiefmartec.com/2015/01/markeBng-‐technology-‐landscape-‐supergraphic-‐2015/
Chief MarkeBng Technologist Blog by Sco[ Brinker hPp://=nyurl.com/martec-‐2015
GOOGLE ANALYTICS AND...
How do you get leadership to buy into the importance of digital analyBcs?
DOING IT RIGHT TAKES RESOURCES!
● Know your audience (WiiFM) ● Show the struggle ● Don't be a stealth bomber (problems and soluBons) ● Set expectaBons -‐ be realisBc ● Why are resources important?
WHY SHOULD LEADERSHIP CARE?
● Capture leads ● Inform prospects ● Get applicaBons ● Make it easy for people to … do X
(pay a bill, register for a class, request informaBon, etc.)
OUR WEBSITE EXISTS TO...
● Visit campus ● Apply ● Donate ● Register for events ● Read about your school ● Call
TRANSLATE TO CONCRETE GOALS
Macro Conversion: Visit Apply
Micro Conversion: ● Read about the school ● Read about majors ● Watch videos ● Use the tuiBon esBmator ● Call admissions ● Fill out an RFI
MICRO AND MACRO CONVERSIONS
● ConsumpBon of academics pages has increased X%. ● Use of tuiBon calculator has increased by X%. ● ApplicaBon starts increased by X% ● ApplicaBon submits increased by X%
GOAL = APPLY
● Campaigns ● Email MarkeBng ● Social Media ● A[ribuBon Explained ● Content EffecBveness ● Off-‐site Conversions
MEASUREMENT: MARKETING & AUTOMATION
Create a trackable URL -‐ using a standard conven2on for all parameters.
h[p://www.yoursite.edu/?utm_source=RFI&utm_medium=email&utm_content=apply&utm_campaign=RFI-‐emails
Campaign Source (utm_source) -‐ RFI Campaign Medium (utm_medium) -‐ email Campaign Term (utm_term) -‐ not used Campaign Content (utm_content) -‐ apply Campaign Name (utm_campaign) -‐ RFI-‐emails
TRACKING THE CAMPAIGN
Using standard convenBon is cri2cal. Parameter labels should be exactly the same. Create a spreadsheet with lookups to keep things standard or (even be[er) use a tool like Terminus (h[p://www.terminusapp.com/blog/best-‐analyBcs-‐url-‐builder/).
URL BUILDER
● Goal and audience (right stage of the journey?) ● Landing Page (is it relevant?) ● Call-‐to-‐acBon (what should they do?) ● The next step
MEASURING THE CAMPAIGN
● New visits ● "SBckiness metrics"
o Bounce rate, Bme on site, pages per visit ● Fill out that form! ● What's next?
MEASURING THE CAMPAIGN
● Right audience? ● Landing page Bes to ad and stage? ● InformaBon is easily found?
TROUBLESHOOTING MARKETING CAMPAIGNS
Build a segment for that campaign ● What else are they doing?
o Micro conversions o Internal site search o Specific pages o Mobile vs. desktop
TROUBLESHOOTING MARKETING CAMPAIGNS
● Goal and audience (right stage of the journey?) ● Landing Page (is it relevant?) ● Call-‐to-‐acBon (what should they do?) ● The next step
MEASURING EMAIL EFFECTIVENESS
● Delivery rate ● Open rate ● Click-‐through rate ● Spam rate ● Unsubscribe rate ● Engagement/Quality Score/Etc.
METRICS FOR MEASURING EMAIL
Track all email links with a GA trackable URL regardless if you can track the click in your bulk email tool.
Clicking the link in an email is not the goal!
TRACKABLE LINKS
h[p://www.emailmonday.com/mobile-‐email-‐usage-‐staBsBcs
53% of emails now opened on mobile device Litmus: h?p://2nyurl.com/litmus-‐mobile h?ps://litmus.com/blog/53-‐of-‐emails-‐opened-‐on-‐mobile-‐outlook-‐opens-‐decrease-‐33
Responsive email templates increasingly important Litmus: h?p://2nyurl.com/litmus-‐email-‐clicks h[ps://litmus.com/blog/the-‐science-‐of-‐email-‐clicks-‐the-‐impact-‐of-‐responsive-‐design-‐inbox-‐tesBng/litmus-‐mailchimp-‐science-‐of-‐email-‐clicks
MOBILE’S HUGE IMPACT ON EMAIL
If someone converts aqer mulBple visits to the website, which channel gets the credit for the conversion?
ATTRIBUTING CREDIT FOR CONVERSIONS
Banner Ad
Paid Search Organic Search CONVERT
Organic Search gets the direct conversion Banner Ad gets an assisted conversion Paid Search gets an assisted conversion.
DIRECT AND ASSISTED CONVERSIONS
Banner Ad
Paid Search Organic Search Direct
By Default the Campaigns reporBng in Google AnalyBcs will a[ribute the credit to Organic Search.
CONVERT
didn't convert didn't convert didn't convert
h[ps://www.e-‐nor.com/blog/google-‐analyBcs/direct-‐visits-‐google-‐analyBcs-‐a[ribuBon-‐precedence
LAST NON-‐DIRECT CLICK EXPLAINED
● Bounce rate ● Time on site ● Pages per session ● Page value
(how valuable is that page to your overall goal?)
MEASURING CONTENT
● Bounce rate ● Time on site ● Pages per session ● Page value
(how valuable is that page to your overall goal?)
MEASURING CONTENT
What if the ulBmate conversion happens off-‐site? o Look for plugins for Drupal, Wordpress, etc. o Track the click to the off-‐site conversion as an
"event" o Talk to your colleagues.
TRACKING OFF-‐SITE CONVERSIONS
● Digital AnalyBcs isn't just about Google AnalyBcs. ● Know your objecBves and goals -‐ and use the right
KPI for the job. ● To get buy-‐in, show the value. ● Use the right tool for the job.
KEY TAKEAWAYS