Digital measurement & analytics
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Transcript of Digital measurement & analytics
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WEB MEASUREMENT & ANALYTICS
A SingTel/MIS Workshop Ivan Wong 27 October 2015 www.qcg.com.sg
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Speaker Intro Ivan Wong Consultant, Queen Consulting Group
Google Partner Academy Trainer (AdWords & Analytics)
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Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline).
Avinash Kaushik
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Econsultancy Cross-Channel Marketing Survey 2014
Traditional Budgets Are Shifting To Digital
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Important Analytics for Understanding Customers
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Key Measurement Goals Most important growth/profit-related requirements for analytics
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Key Effective Areas for Analytics
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This year is TRULY the
year of mobile…
Source: thinkwithgoogle.com
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Banner Blindness & Bots
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Marketing Systems & Data
You may have seen an eye chart similar to this. It’s often used to frighten people.
A sample of several hundred different companies that have built software for marketers.
To emphasize: this is just a sample of a few hundred, from a marketing technology ecosystem of thousands of products.
Source: LUMA Partners LLC 2014
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Email/ ESP
Analytics
Display/ DSP/ATD
Purchase/In-store
Search
Mobile
Loyalty
CRM
Social
Offline Media
3rd-Party
Reg/ Login
Site
Big Data
How Can We Manage Big Data?
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What tools do marketers use to
deliver insights today?
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Web analytics
Channel-agnostic tracking
Channel-specific tracking
What’s In Your Measurement Toolbox?
Toolbox
App analytics
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Analytics isn’t just about data - it’s about insights Start with a clear goal Focus on the right metrics Value your best customers Attribute value across the journey Prove marketing impact
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2. Build KPIs
3. Collect Data
4. Analyze Data
5. Test Alternatives
6. Implement
Insights
1. Define Goals
A suggested framework…
1. Define Goals
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As a start: identify your business goals and website conversion goals
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Next: identify your KPIs
Source: Google Insights
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Measure customer activities
• Visits (by source) • Bounce Rate (by LP) • Cost Per Click
• Video views (30,60,90, Completes) • Products / category views • Pageviews & tabs • Social Shares • Product/plan views
• Newsletter (un) / subscribers • Repeat purchasers • % Returning Visitors • Retargeting clicks & view thrus
• Write a review (and achieve 4+)
• Social media shares • Offsite social mentions • Sentiment / brand analysis
• Purchases / Leads / Calls • Use of “Phone Finder” • Whitepaper downloads • Promo codes used
• Member signups • Conv. Rates • CPA
Attract
Engage
Convert
Retain
Advocate
Abandon
Churn Reactivate
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Focus on the right metrics – as easy as ABC
Acquisition
Conversion Behavior
• Sources • Geography • Technology/devices • New/returning
• Entry pages • Exit pages • Most viewed • Page navigation
Conversions by: • Source • Product category • Conversion paths • MCF, attribution
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Value and target your best customers
Source: avinashkaushik.com
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Track ALL Campaigns
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Multi-Attribution Tracking
Source: http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models
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Multi-Attribution Tracking
Source: http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models
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Multi-Attribution Tracking
Source: http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models
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Multi-Attribution Tracking
Source: http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models
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What is Testing? Data Beats Opinion
vs Test different variations of a page to see which version is most effective at achieving results.
8% Add to Cart
14% Add to Cart
25% Add to Cart
Users arrive at your site
Test different variations of a particular webpage
See which variation is most effective at getting results
Winning Combo
1/3 users
1/3 users
1/3 users vs Test different variations of a page to see which version is most effective at achieving results.
8% Add to Cart
14% Add to Cart
25% Add to Cart
Users arrive at your site
Test different variations of a particular webpage
See which variation is most effective at getting results
Winning Combo
1/3 users
1/3 users
1/3 users
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A/B Testing Test different variations of a page to see which version is most effective at achieving results.
8% Add to Cart
14% Add to Cart
25% Add to Cart
Users arrive at your site
Test different variations of a particular webpage
See which variation is most effective at getting results
Winning Combo
1/3 users
1/3 users
1/3 users
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COMMUNICATE RESULTS
Communicate marketing impact to your clients and stakeholders
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Digital analytics data is great at telling
What Happened?
By How Much?
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Our brains must come up with
Why it happened?
What we learned? What action can we take?
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Develop a report schedule
• Business and communications planning, long-range strategy, KPI assessment and goal setting Annually
• KPI executive reviews, strategy shifts, problem escalation and cross-discipline impact Quarterly
• Campaign reporting, KPI trends and insights, strategy evaluation, campaign optimization and problem resolution Monthly
• Media trends, news synopses, topline opinions Daily • Competitive alerts, service resolution and crisis
management Hourly
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Why not just use GA reports & dashboards?
What about data that doesn’t come from GA? • Social signals • Internal sales data • Customer data • Cost data • ???
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Solution: use dashboards
KPI Framework Data Table Mapping Dashboard Mockups
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Useful Google Analytics intelligence tools
Intelligence Alerts
QuillEngage
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Key Takeaways
Start with a clear goal Focus on the right metrics Value your best customers Attribute value across the journey Prove marketing impact
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THANK YOU QUEEN CONSULTING GROUP Connect: www.qcg.com.sg