Analytics for Marketers

Alberto Cantor | Product Strategist at RBM

acantor@redbricksmedia.com

@albcantor

Brief Introduction

is an agile content strategy agency with deep vertical

expertise in SEO & social

About me: I’ve been involved with analytics for over four years, using a

great variety of tools such as GA, Sitecatalyst, Optimizely, Brightedge,

etc.

How many of you use analytics everyday?

Questions:

Are you a beginner, mid, or analytics pro?

Are you involved in reporting?

Agenda

• Analytics intro

• How to start

• Common digital strategies

• Setting up analytics

• Using analytics for marketing

o Focus on multi channel funnels and attribution

Starting with analytics

How important are analytics?

They are very very very very very very important

Who do You Need to Measure Analytics Successfully?

1. Someone who understands the business

objectives and strategies

2. Someone who understand analytics (or is not

afraid of them)

3. Someone with “technical” skills

How do you start?

Define measurement plan

Document tech infrastructure

Create an implementation plan

Implement

Measure and refine

Common digital strategies

Ecommerce sell products / services

Lead Gen collect leads

Content engagement and frequency

Online Info help customers

Branding awareness, loyalty

Always start by:

1. Defining the business objectives

2. Identifying strategies and tactics to support

business objectives

3. Choosing your KPIs

4. Choosing segments

5. Choosing targets

You created your

measurement plan… now it’s

time to set up your analytics

Dimensions Vs. Metrics

Qualitative Quantitative

Actions

Vs.

Events

Time

Metrics

and

Bounce

Rate

Properties

and

Custom Reports

Filters

and

Segments

Main Differences:

1. You can examine historical

1. You can see and compare

multiple advanced segments side

by side in reports

1. A filtered view is usually the best

choice if you want to always

exclude a certain kind of traffic

from your analysis

1. If you want to limit some users'

access to only a subset of data,

you should set up filtered views

for this instead of using advanced

segments.

Goals!

1. Destination goal

2. Event goal

3. Pages per visit

4. Time on site

Ecommerce Tracking

Using Analytics for Marketing

Purposes

Audience

Acquisition

Adwords

Social

Behavior

Funnels - Visitor Path

Conversions

Multi Channel Funnels

MCF - Top Conversion Paths

MCF - Time Lag

MCF - Path Length

Attribution

Attribution

Recap

• Analytical profile

• Preparing for analytics

• Common digital strategies

• Setting up your analytics

• Audience

• Acquisition

• Behavior

• Conversions

o Multi channel funnels

o Attribution

Questions