Digital marketing metrics and measurement
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Transcript of Digital marketing metrics and measurement
DIGITAL MARKETING METRICS & MEASUREMENTSTom Willis
Digital Marketing Manager, LawPath
Twitter: @tommywillis91
Email: [email protected]
AGENDA
What is Marketing Analytics? The definitive metrics for traffic and user engagement Using data to monetise web traffic Retention and customer loyalty Leveraging data for sales Marketing channel attribution
What is Marketing Analytics?
“Marketing Analytics is the act of measuring the steps and touch points that lead to the increased value of a user or a
website.”
Digital Marketing Metrics & Measurements
Marketing History: Then and Now
Marketing History: The Funnel
White Paper: E-metrics – Business metrics new economy, 2000 Jim Novo
What is Digital Analytics useful for?
Finding problems with your website so you can fix them and increase revenue
Killing bad digital media buys or marketing strategies
Developing a digital marketing strategy that works
Understanding the pain points in your customer life cycle
How to improve your leads to customers process
Creating returning visitors + purchasers
Predict marketing outcomes
MetricsMeasuring what matters in Marketing Analytics
Get the metrics right
What is a metric?
A metric is a measure of the relationship between one or more numbers generated by
your website or customers.
You do not need hundreds of metrics, just a couple of good ones
Measure your key metrics regularly (at least weekly)
Focus your effort towards making good metrics and automating them
Build metrics for specific business goals
(customer acquisition, revenue, etc)
Metrics – Where to Start?
Metrics – Web Analytics Basics
Web analytics metrics basics
Unique Customers (Requires configuration)
Unique Visitors
Visits / Day
Bounce rate (important for SEO too!)
Entry / Exit pages for understanding website entry / exit points
New vs Returning depending on website section
Mobile / Desktop visits – Are you ready for mobile?
Metrics – Web Analytics Advanced
Web analytics metrics advanced:
Conversion rate by device / Browser – Finds problems in web application
Average order value by Operating system
Visitor flow analysis – Where customers are finding pages / dropping off
Visitor segmentation by purpose of visit – If someone visits your jobs page, are
they a potential customer? Should you include them in other measures?
Remove visits from internal staff, agencies or anyone who isn't a customer
Metrics – Where to Start?
Setting Up Metrics: Solutions Gallery
Setting Up Metrics: Google Analytics Segments
Testing: Web Analytics
Decide on an optimisation platform, review every 6-12 months
Don’t test what you can’t change!
Set goals based on metrics
Available tools:
Using data to monetise web traffic
Turning vistitors into $$$$
Before you start:
Authenticity Security Herd Mentality
Before you start: Test and iterate!
There are no bad solutions, just ones that
work and ones that can be improved
Test results can often seem counter-intuitive
Assume nothing, but learn fast!
If you cant make an improvement, go back to
the best performing
It all starts with email:
Pop Ups / Overlays Subscribe Bar
It all starts with email:
Gated Content Provide Genuine Value!
What next? Explicit vs Implicit
Explicit(Data intentionally provided)
Implicit(Behavioral data)
What next? Ways to Monetise
Key Metrics Monetisation Strategy
Large Social Following Followers, reach, engagement Giveaways, affiliate links
High TrafficUnique visitors, high-traffic pages, bounce rate Affiliate links, adsense
Engaged Users Time on site, pages / visit, logins Sponsored content, affiliate links
Large Email Database
Open rate, CTR, Churn rate, deliverability Newsletter ads, products
Customer loyalty and retention
Bringing them back…and back…and back….
Customer loyalty and retention
"The worst mistake you can make is building an audience without having
any way to reach it again."
Source: http://www.communitybuildingguide.com/chapters/04-email/
Metrics – Retention
Existing customers metrics
Reacquisition cost – Cost to get a customer to convert again (how much you’re willing
to spend to save a customer)
Email list sustainability – monthly in/out of subscribers, are you losing subscribers
faster than you are gaining them? What is the lost revenue per year for each
subscriber that you lose?
Upsell rate – Used the calculate the effectiveness of your re-marketing
RFM (Recency, Frequency, Monetary)
Segmentation
Involves dividing up customer based on provided dimensions
Allows for maximum relevancy and personalisation
Can incorporate implicit and explicit behavior
Prioritise based on business goals / metrics
Keep mutually exclusive!
Segmentation Example #1
Segment Sign Up Date Time Since Last Bet Value Tier Balance Offer
Activation 0-7 Days n/a n/a n/a Campaign1
7-14 Days n/a n/a n/a Campaign2
14+ Days n/a n/a n/a Campaign3
Active no Bet n/a n/a T1 n/a Campaign4
n/a n/a T2 n/a Campaign5
Retention n/a 0-14 Days T1 n/a Campaign6
n/a 0-14 Days T2 n/a Campaign7
n/a 14-28 Days T1 n/a Campaign6
n/a 14-28 Days T2 n/a Campaign7
Reactivation n/a 28-45 Days T1 0-10 Campaign6
n/a 28-45 Days T2 0-10 Campaign7
n/a 28-45 Days T1 10+ Campaign8
n/a 28-45 Days T2 10+ Campaign9
Win Back n/a 45+ Days T1 0-10 Campaign6
n/a 45+ Days T2 0-10 Campaign7
n/a 45+ Days T1 10+ Campaign8
n/a 45+ Days T2 10+ Campaign9
Lead & Customer nurturing
Cheap source of increased revenue
Customer is already aware of your brand
Owned media – you control content
A chance to push thought leadership
Build automated campaigns based off behavior
and test different versions
Make them responsive!
Lead Nurturing / CRM
Its cheaper to get more money out of an existing customer than it is to acquire a new
one (4 to 10 times cheaper!).
Basic Theory: You automatically send emails to existing customers who have shown
recent or renewed interest in your product. This focuses your marketing efforts on a
select few to increase your conversion rate and decrease Opt-out.
Available tools:
Lead & Customer nurturing
Marketing Automation
Lead Scoring
Determining the best customers to target for sale / upsell
Great way of prioritising leads for sales / biz dev
Usually applies both implicit / explicit data
Can get granular!
Retention Channels
Determining marketing attribution
What channel worked best for me?
Single Touch Models
Single touch models are like giving the gold medal to
only the first or last swimmer in a relay!
Attribution Modeling / Channel Attribution
Custom attribution is difficult - models require impression / conversion data
from all channels (including offline) and universal tagging.
Attribution Models – Google Analytics
ChannelLast Interaction Value
First Interaction Value Linear Value
Display 83,589
310,046
168,128
Email 5,423
11,033
38,105
Referral 1,218,679
2,177,241
1,612,129
Organic Search
523,600
716,584
570,696
Paid Search 2,827,814
4,994,396
3,641,408
Direct 7,261,397
3,677,916
5,861,708
Attribution Models – Account transition!
Attribution Considerations
Branded vs Generic Search
Direct – to include or not?
Time / engagement weighting
What’s your starting point?
Check out templates in Google Solutions gallery
TOOLS AND RESOURCES
Digital Analytics Business Checklist
Tag Management
Analytics Tool
Conversion points setup
Campaigns Tagged
Conversion funnels modelled
A/B testing
Lead Nurturing
Attribution Modeling
Logins for everyone
Automated reporting
Connect Offline & Online data
Customer lifetime value
Automated everything
Useful Analytics Tools
In-Page Analytics
Optimizely
Crazy Egg
GhostRec
Mobile
Google Analytics for Apps
Mixpanel
Web Analytics
Kissmetrics
Google Analytics
Clicky
Omniture
Other Useful Tools
Keen.io
SumoMe
Qualaroo
Other useful tools
SEO
Webmaster Tools
Moz (and Mozbar)
Site:yoururl.com in chrome
Xenu Link Sleuth
Social
Hootsuite
Mention
Facebook insights
Tweepi.com
Q&A