Making Sense of Marketing Data

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Making Sense of Marketing Data and the Marketers Who Love It Presented by: Kent Lewis President & Founder Formic Media, Inc. @kentlewis John McPhee Vice President Formic Media, Inc. @jwmcphee
  • date post

    17-Oct-2014
  • Category

    Education

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description

Many marketers collect data, but do they actually analyze it and make marketing decisions based on what they find? Unfortunately most don't. The following presentation outlines some of the tools and reports that can be used to collect campaign data for SEO, PPC or social media, and provides insight into processes for actually implementing changes based on the data that is collected to increase campaign performance and drive revenue.

Transcript of Making Sense of Marketing Data

Page 1: Making Sense of Marketing Data

Making Sense of Marketing Data and the Marketers Who Love It

Presented by:Kent LewisPresident & FounderFormic Media, Inc.@kentlewis

John McPheeVice PresidentFormic Media, Inc.@jwmcphee

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Formic Background

Launched in 2008 to service small business & partnersSpecializes in search, social and website development100% of Account Team Google AdWords Certified100% of Account Team Google Analytics Certified7 employees & 45+ clientsStrategic partnerships (SEMA, AlphaGraphics, etc.)Focus on education via monthly Seminar Series

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Agenda

The Why & How of Analytics Which reports provide the best data? SEO PPC Social Media

Resources Q&A

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The Why & How of Analytics

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The Business of Analytics

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Data Sources

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Analytics Report Types

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Analytics Processes

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Analytics Plan

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Analytics Planning Tips & Tricks

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Search Engine Optimization (SEO)

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Google Analytics

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Google Analytics Standard ReportsTraffic Sources

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Google Analytics Standard ReportsSearch Engines

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Google Analytics Standard ReportsReferring Sites

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Google Analytics Standard ReportsTop Content

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Google Analytics Standard ReportsMap Overlay

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Google Analytics Segments

New Visitors Returning Visitors Paid Search Traffic Non-Paid Search Traffic Search Traffic

Direct Traffic Referral Traffic Traffic with Conversions Mobile Traffic Non-Bounce Visits

Default Segments

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Google Analytics Custom Reports

Identify your metrics & dimension

THEN…

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Google Analytics Custom Reports

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Google Webmaster Tools

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Google Webmaster Tools

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Google Webmaster Tools

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Key SEO Metrics

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Key SEO Metrics

Traffic Sources Keywords Top Content Conversions Engagement

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SEO Testing

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SEO Testing

Title Tags Meta Tags Headers (<h1> tags) Body copy Page structure Multiple images vs. single Paragraph vs. bullet copy

Calls to action

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Pay-Per-Click (PPC) Advertising

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Google AdWords

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Google AdWords Reporting

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Google AdWords Reporting – Search Query Report

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Google AdWords Reporting - Networks

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Key PPC Metrics

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Key PPC Metrics

Landing Pages Ad Positions Conversions Engagement

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PPC Testing

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PPC Testing

Keywords (adding new) Ad text (A/B) Ad positions Landing pages (A/B or multivariate) Headlines Images body copy (paragraph vs. bullets) Calls to action (button shape, message, color, etc)

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Social Media Marketing (SMM)

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HootSuite

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Facebook

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YouTube

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LinkedIn

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Key Social Media Metrics

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Key Social Media Metrics

Fans & Followers Referral traffic from social media sites Conversions/ROI Engagement metrics # of RTs or @ replies # of “likes” on a Facebook post # of comments on Facebook post # of fan photo uploads

Think ratios! (followers/RTs, likes/comments, etc.)

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Social Media Testing

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Social Media Testing

Content & Messaging Custom Landing Pages On Facebook or your website

Contests Polls/Questions Imagery (profile pic or Twitter background)

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Analytics Resources

webanalyticsdemystified.com webanalyticsassociation.org kaushik.net/avinash/ analytics.blogspot.com yanalyticsblog.com anvilmediainc.com/search-engine-marketing-

resources/free-white-papers/

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Contact:Kent [email protected] x223@kentlewis

John [email protected] x122@jwmcphee

Summary/Q&ABusiness drives analytics, not the other way aroundWhat gets measured gets managedMeasurement tools are only the means to an end

Follow @FormicMedia & sign up for our newsletterRead our blog & check out our SlideShare accountAttend our free monthly educational Seminar Series

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Appendix

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Google Analytics

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Google Analytics Segments

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Google Analytics Segments

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Google Analytics Custom Reports

Drag and drop a combination of metrics and dimensions into the report template.

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Google Webmaster Tools

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Google Webmaster Tools

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Google Webmaster Tools

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Key SEO Metrics

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Key SEO Metrics – Traffic Sources

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Key SEO Metrics – Keywords

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Key SEO Metrics – Keywords

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Key SEO Metrics – Top Content

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Key SEO Metrics – Conversions

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Key SEO Metrics – Conversions

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Key SEO Metrics – Engagement

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Key SEO Metrics – Engagement

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Google AdWords

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Google AdWords Reporting – Ad Group

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Google AdWords Reporting – Keyword & Ads

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Google AdWords Reporting – Dimension (Day of Week

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Key PPC Metrics

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Key PPC Metrics – Landing Pages

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Key PPC Metrics – Ad Positions

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Key PPC Metrics – Ad Positions

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Key PPC Metrics – Conversions

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Key PPC Metrics – Engagement

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Key PPC Metrics – Engagement