Making Sense of Marketing Data
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17-Oct-2014 -
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Transcript of 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
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
Agenda
The Why & How of Analytics Which reports provide the best data? SEO PPC Social Media
Resources Q&A
The Why & How of Analytics
The Business of Analytics
Data Sources
Analytics Report Types
Analytics Processes
Analytics Plan
Analytics Planning Tips & Tricks
Search Engine Optimization (SEO)
Google Analytics
Google Analytics Standard ReportsTraffic Sources
Google Analytics Standard ReportsSearch Engines
Google Analytics Standard ReportsReferring Sites
Google Analytics Standard ReportsTop Content
Google Analytics Standard ReportsMap Overlay
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
Google Analytics Custom Reports
Identify your metrics & dimension
THEN…
Google Analytics Custom Reports
Google Webmaster Tools
Google Webmaster Tools
Google Webmaster Tools
Key SEO Metrics
Key SEO Metrics
Traffic Sources Keywords Top Content Conversions Engagement
SEO Testing
SEO Testing
Title Tags Meta Tags Headers (<h1> tags) Body copy Page structure Multiple images vs. single Paragraph vs. bullet copy
Calls to action
Pay-Per-Click (PPC) Advertising
Google AdWords
Google AdWords Reporting
Google AdWords Reporting – Search Query Report
Google AdWords Reporting - Networks
Key PPC Metrics
Key PPC Metrics
Landing Pages Ad Positions Conversions Engagement
PPC Testing
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)
Social Media Marketing (SMM)
HootSuite
YouTube
Key Social Media Metrics
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.)
Social Media Testing
Social Media Testing
Content & Messaging Custom Landing Pages On Facebook or your website
Contests Polls/Questions Imagery (profile pic or Twitter background)
Analytics Resources
webanalyticsdemystified.com webanalyticsassociation.org kaushik.net/avinash/ analytics.blogspot.com yanalyticsblog.com anvilmediainc.com/search-engine-marketing-
resources/free-white-papers/
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
Appendix
Google Analytics
Google Analytics Segments
Google Analytics Segments
Google Analytics Custom Reports
Drag and drop a combination of metrics and dimensions into the report template.
Google Webmaster Tools
Google Webmaster Tools
Google Webmaster Tools
Key SEO Metrics
Key SEO Metrics – Traffic Sources
Key SEO Metrics – Keywords
Key SEO Metrics – Keywords
Key SEO Metrics – Top Content
Key SEO Metrics – Conversions
Key SEO Metrics – Conversions
Key SEO Metrics – Engagement
Key SEO Metrics – Engagement
Google AdWords
Google AdWords Reporting – Ad Group
Google AdWords Reporting – Keyword & Ads
Google AdWords Reporting – Dimension (Day of Week
Key PPC Metrics
Key PPC Metrics – Landing Pages
Key PPC Metrics – Ad Positions
Key PPC Metrics – Ad Positions
Key PPC Metrics – Conversions
Key PPC Metrics – Engagement
Key PPC Metrics – Engagement