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Welcome!
2
Analytics and making the most of your data
Mike Jessop - Strawberry
Agenda
- Analytics and making the most of your data (18:15 - 18:50)
- Break - Meet and greet (18:50 - 19:10)
- Q/A (19:10 - 19:45) - Beers and breakout (19:45 - 20:00)
- End. (20:00)
Data and Analytics
● Web Analytics (An overview)● Google Analytics● Goals, Events, Tracking and KPIs● Connecting the dots● A/B Testing● Making better decisions.
Marketing and uncertainty
“Half of my marketing works, I just don’t know which half” -
Someone….Annoyingly.
NOT ANYMORE!!
We tag and track anything/everything!!
The culprits
Ebay - 22 tagsASOS - 31 tagsThisisHull - 62 tagsFacebook - 239 tags The Guardian - 16 tags
*tags brought to you by WASP
What are they doing?
- Personalising content- Serving ad content- tracking your onsite interaction- recording your activity- A/B testing your experience- Pulling your information from 3rd party sources
Why??
To Get MORE Data!
…..A History.
A history...
● Urchin on Demand created an analytics package (Hence UA-xxxxxx-x)
● You could buy a license for $4,995● Google bought Urchin in 2005● It is now the most popular website analytics
tool in the world.● If you don’t have it get it, if you have it, use
it!
What can you find?
● Visitor numbers● Best performing channels● Page performance● Visitor performance● Ecommerce data● Downloads, video views, goal completions
● Setup automated real time dashboard, alerts and reports
● Create custom goals● Identify what pages aren’t performing on
your site.● Identify seasonal trends● Forecast● Find out what works!...and do more of that.
What you can do
● Setup Automated dashboard, alerts● Create custom goals● Identify what pages aren’t performing on
your site.● Identify seasonal trends● Forecast● Find out what works!...and do more of that.
What you can do
● Setup Automated dashboard, alerts● Create custom goals● Identify what pages aren’t performing on
your site.● Identify seasonal trends● Forecast● Find out what works!...and do more of that.
What you can do
Spot Trends!
Find out what works!
● Attribution Modelling● Conversion Paths● A/B Testing● Dynamic Telephone Numbers
What I’m looking at…
Attribution Modelling
● Correctly attributing your activity!● Visitor journeys are more complicated● First interaction or last?● Email and Social can seek comfort.
● Customer paths are long!!!● Find out popular paths● What started their
journey?
Conversion Paths
A/B Testing
Dynamic Telephone Numbers
Email Traffic
PPC
Social/ Keyword Specific
Connecting the dots
● Remarketing - Personalising ads based on activity.
● Facebook integration - Gather data about your fans.
● Email activity based on user interaction● Email based on customer purchase or
browsing
Social monitoring
WE NEED ANOTHER PRESENTATION
Recap
● Digital Marketing is all about data● Google Analytics is FREE!● Attribution gives you the real deal● A/B testing can help dramatically improve
site performance● Begin to track offline performance and
integrate with CRM.
Agenda
- Analytics and making the most of your data (18:15 - 18:50)
- Break - Meet and Greet (18:50 - 19:10)
- Q/A (19:10 - 19:45) - Beers and Breakout (19:45 - 20:00)
- End. (20:00)
One more thing...
