7 QUESTIONS MARKETERS SHOULD ASK THEIR ANALYTICS · 2019-07-08 · THEIR ANALYTICS ANNIE CUSHING...
Transcript of 7 QUESTIONS MARKETERS SHOULD ASK THEIR ANALYTICS · 2019-07-08 · THEIR ANALYTICS ANNIE CUSHING...
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@AnnieCushing
7 QUESTIONS MARKETERS SHOULD ASK THEIR ANALYTICS
A N N I E C U S H I N G
#googlemarketing19
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wrestle with a problem reach out for help meet to work it through
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01which marketing channels are your CASH COWS?
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bit.ly/ga-channel-groupings
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bit.ly/user-metrics-bs
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how humans see
A USER.
credit: bit.ly/2YsUIQD
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how humans see
A USER.
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0.08
1.84
3.47
6.58
2003
2010
2015
2020
source: bit.ly/2XcxzFq
CONNECTED DEVICES PER PERSON WORLDWIDE.
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Google Doc channel is engaged.
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Template customers are learning to do audits.
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credit: bit.ly/2J9th8c
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channel report’s dirtySECRET. (Other)
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this client ‘s (OTHER)
channel was its top traffic source.
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credit: bit.ly/2Yr8jI5
OTHER CHANNEL GONE WILD.
1/3
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credit: bit.ly/2J0lGsp
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customize yourCHANNELS.
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customize yourCHANNELS.
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bit.ly/customize-channels
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02which channels are your UNSUNG HEROES?
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LET’S TALK last-click attribution.
1
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social organicemail retargeting
€100
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credit: bit.ly/2XdAMVp
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multi-channel funnels.
2
LET’S TALK
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social
€25
€25
organic
€25
retargeting
€25
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goals need not
APPLY.
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roll that window
BACK.
Click inside to reveal slider.
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credit: bit.ly/2Xf1qNM
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577%
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212,317
18,558 14,326 13,780 9,737
331,215
63,841
82,661
60,631
238,748
Direct Referral Organic Search Email Social
Last-Click Assist
56%
LAST CLICK VS ASSIST REVENUE.
244% 477% 340% 2352%
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embrace theCHAOS.
bit.ly/mcf-report-drama
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custom channel grouping also
works in CHANNELS REPORT.
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03which landing pages BRING THE HEAT?
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@AnnieCushing #googlemarketing19
but what if we just want to see our
ORGANIC SEARCH
landing pages?
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Let’s isolate our organic landing pages.
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@AnnieCushing #googlemarketing19
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credit: bit.ly/2JdL5ij
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04where do your BEST LINKS come from?
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this is TOO EASY,
I hear you protesting.
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typical referralsREPORT.
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50%
of this client’s top 10 referrals were social links.
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20%
were organic search referrals so also no full URL.
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of top 10 referrers in Referrals report didn’t offer
full URLs.
70%
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@AnnieCushing #googlemarketing19
The Channels report is your Swiss Army knife.
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@AnnieCushing #googlemarketing19
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@AnnieCushing #googlemarketing19
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@AnnieCushing #googlemarketing19
Let’s drill into this source.
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the problem here is they’re all
CLUSTERED.
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we’re gonnaneed to
CUSTOMIZEour ride.
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bit.ly/full-url-report
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bit.ly/ga-custom-se
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05what do visitors SEARCH YOUR SITE for?
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credit: bit.ly/2Jfm3j3
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@AnnieCushing #googlemarketing19
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Sign there is content to meet the need.
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my SEARCH QUERY is the
letter ‘s’.
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@AnnieCushing #googlemarketing19
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06what are your top-performing PRODUCT CATEGORIES?
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this is how most sites analyze
ECOMMERCEPERFORMANCE.
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credit: bit.ly/2J7g3c5
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bit.ly/ecom-product-cats
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credit: bit.ly/2J3t06E
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notice a problem with these
CATEGORIES?
Product categories for a furniture client.
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credit: bit.ly/2J9nqzy
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07which GOOGLE ADS CAMPAIGNS are crushing it?
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@AnnieCushing #googlemarketing19
compare COSTvs ROAS for
[sometimes tragic] insights.
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Pink means you’re losing $$$.
Hover to get this pop-up.
@AnnieCushing #googlemarketing19
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ROAS on this
[teeny tiny]
campaign =
1500%.