CREATING BUSINESS DISCIPLINE MEASUREMENTIntan Andini - Digital Strategist

STRATEGY DESIGN IMPLEMENT REFINE OPTIMIZE

SOURCE : GOOGLE ANALYTICS

MEASUREMENT FRAMEWORK

STRATEGY

(Measurement should result in accountability)

Business Objectives

Be the leading Ecommerce platform In Indonesia by acquiring users mainly from social media

Generate leads

GOAL SET PURPOSE

[SIGN UP] To see total conversion rate

[SIGN UP] Twitter To see conversion rate using Twitter connect

[SIGN UP] Facebook To see conversion rate using Facebook connect

[SIGN UP] from REFERRAL

To see total conversion rate coming from Referrers

[PUBLISH] Twitter To see percentage of people using Twitter share

[PUBLISH] Facebook To see percentage of people using Facebook share

[PUBLISH] Copy To see percentage of people using original (copy link) share

What website actions indicate success

• Sign-up users

What website actions contribute to success?

• Email sign-up

• Facebook sign-ups

• Twitter Sign-ups

• Social media share

Measurement Planning & Design

What website elements & actions need to be captured in order to effectively measure performance?

• Visits and Visitors

• traffic sources

• share event

• sign-up event

STRATEGY

Determine how to measure

Campaign Tags : #XYZ

Virtual Pageview Tracker

Event tracking : Share button

Social plugin tracking : Social Media Button

Core page tracker : Default

IMPLEMENT

Refine your Data & Give a Recommendation through Final analysis

HOURLY VISITORS

REFINE

DAY-OF-THE-WEEK VISITORS

Findings : People engage better on evening until midnight.

Findings: Weekend is shopping time

Findings: 2,645 visits estimated come from untagged buzzers.

TRAFFIC SOURCESHARE EVENT

Findings :

People are willing to publish / share what they found on the website. They share it on Twitter, Facebook and Blog.

GOALS OVERVIEW

Findings : Facebook is the most effective way to acquire new users. Followed by twitter.

Final Analysis

• Customisations make insight-gathering fast and easy

• Goal Set is the key elements to capture success in google analytics

• Campaign tags is needed to capture the effectiveness of media usage.

Recommendations :

• Approach them during that period, and use the ‘time’ aspect to create a context. E.g: here are recommendations for your

midnight shopping

• Play around ‘Weekend’ or ‘Friday Night’ atmosphere to create content for SMS / Email Blast/ Social Media.

• Making the feel valued by sharing it in social media. Give them extra points if they want to share.

• Make the buton stand out among other channel in welcome page.

• Create a ‘morning’ content to increase visitors from mobile newsletter

Discover whether a new product or business program will succeed is a hard thing to do. But that doesn’t mean we’re done here.

“It can be done by creating a business disciplines measurement”

THANK YOU