Metrics that Matter - Des Martin @ Digital Summit 2014
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Transcript of Metrics that Matter - Des Martin @ Digital Summit 2014
![Page 1: Metrics that Matter - Des Martin @ Digital Summit 2014](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c6e6094a79595f7d8b456f/html5/thumbnails/1.jpg)
THE DIGITAL MARKETING FUNNEL amp METRICS THAT
MATTERDES MARTIN
dessie_martin
METRICS THAT MATTER
EVERY WEBSITE CAN
BE VIEWED AS A FUNNEL
TRAFFIC SOURCES
TRAFFIC SOURCES
TRAFFIC SOURCES
UN-BRANDED BRANDED SEARCH
DISCOVERY amp CONSIDERATION
bull POOR DESIGN amp USER EXPERIENCEbull TRUST SIGNALSbull POOR CONTENTbull PRICE AVAILABILITY CONSIDERATION
REPEAT VISITORS TENDTO BUY MORE
CONVERSION
SETTING UP FUNNELS IN GOOGLE ANALYTICS
RELATIONSHIP amp RETENTION
EXIT SURVEYS
3 metrics that matter
METRICS
TOP FUNNELMIDDLE FUNNEL
BOTTOM FUNNEL
Adwords
Analytics
WebmasterTools
Sales amp Leads
Reports
DecisionMaking
to trial 3funnel software click here
BECAUSE GOOGLE ANALYTICS WILLNOT GET YOU A PROMOTION
Connectdessie_martin
3funnelielinkedincomindesmartin
![Page 2: Metrics that Matter - Des Martin @ Digital Summit 2014](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c6e6094a79595f7d8b456f/html5/thumbnails/2.jpg)
METRICS THAT MATTER
EVERY WEBSITE CAN
BE VIEWED AS A FUNNEL
TRAFFIC SOURCES
TRAFFIC SOURCES
TRAFFIC SOURCES
UN-BRANDED BRANDED SEARCH
DISCOVERY amp CONSIDERATION
bull POOR DESIGN amp USER EXPERIENCEbull TRUST SIGNALSbull POOR CONTENTbull PRICE AVAILABILITY CONSIDERATION
REPEAT VISITORS TENDTO BUY MORE
CONVERSION
SETTING UP FUNNELS IN GOOGLE ANALYTICS
RELATIONSHIP amp RETENTION
EXIT SURVEYS
3 metrics that matter
METRICS
TOP FUNNELMIDDLE FUNNEL
BOTTOM FUNNEL
Adwords
Analytics
WebmasterTools
Sales amp Leads
Reports
DecisionMaking
to trial 3funnel software click here
BECAUSE GOOGLE ANALYTICS WILLNOT GET YOU A PROMOTION
Connectdessie_martin
3funnelielinkedincomindesmartin
![Page 3: Metrics that Matter - Des Martin @ Digital Summit 2014](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c6e6094a79595f7d8b456f/html5/thumbnails/3.jpg)
EVERY WEBSITE CAN
BE VIEWED AS A FUNNEL
TRAFFIC SOURCES
TRAFFIC SOURCES
TRAFFIC SOURCES
UN-BRANDED BRANDED SEARCH
DISCOVERY amp CONSIDERATION
bull POOR DESIGN amp USER EXPERIENCEbull TRUST SIGNALSbull POOR CONTENTbull PRICE AVAILABILITY CONSIDERATION
REPEAT VISITORS TENDTO BUY MORE
CONVERSION
SETTING UP FUNNELS IN GOOGLE ANALYTICS
RELATIONSHIP amp RETENTION
EXIT SURVEYS
3 metrics that matter
METRICS
TOP FUNNELMIDDLE FUNNEL
BOTTOM FUNNEL
Adwords
Analytics
WebmasterTools
Sales amp Leads
Reports
DecisionMaking
to trial 3funnel software click here
BECAUSE GOOGLE ANALYTICS WILLNOT GET YOU A PROMOTION
Connectdessie_martin
3funnelielinkedincomindesmartin
![Page 4: Metrics that Matter - Des Martin @ Digital Summit 2014](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c6e6094a79595f7d8b456f/html5/thumbnails/4.jpg)
TRAFFIC SOURCES
TRAFFIC SOURCES
TRAFFIC SOURCES
UN-BRANDED BRANDED SEARCH
DISCOVERY amp CONSIDERATION
bull POOR DESIGN amp USER EXPERIENCEbull TRUST SIGNALSbull POOR CONTENTbull PRICE AVAILABILITY CONSIDERATION
REPEAT VISITORS TENDTO BUY MORE
CONVERSION
SETTING UP FUNNELS IN GOOGLE ANALYTICS
RELATIONSHIP amp RETENTION
EXIT SURVEYS
3 metrics that matter
METRICS
TOP FUNNELMIDDLE FUNNEL
BOTTOM FUNNEL
Adwords
Analytics
WebmasterTools
Sales amp Leads
Reports
DecisionMaking
to trial 3funnel software click here
BECAUSE GOOGLE ANALYTICS WILLNOT GET YOU A PROMOTION
Connectdessie_martin
3funnelielinkedincomindesmartin
![Page 5: Metrics that Matter - Des Martin @ Digital Summit 2014](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c6e6094a79595f7d8b456f/html5/thumbnails/5.jpg)
TRAFFIC SOURCES
TRAFFIC SOURCES
UN-BRANDED BRANDED SEARCH
DISCOVERY amp CONSIDERATION
bull POOR DESIGN amp USER EXPERIENCEbull TRUST SIGNALSbull POOR CONTENTbull PRICE AVAILABILITY CONSIDERATION
REPEAT VISITORS TENDTO BUY MORE
CONVERSION
SETTING UP FUNNELS IN GOOGLE ANALYTICS
RELATIONSHIP amp RETENTION
EXIT SURVEYS
3 metrics that matter
METRICS
TOP FUNNELMIDDLE FUNNEL
BOTTOM FUNNEL
Adwords
Analytics
WebmasterTools
Sales amp Leads
Reports
DecisionMaking
to trial 3funnel software click here
BECAUSE GOOGLE ANALYTICS WILLNOT GET YOU A PROMOTION
Connectdessie_martin
3funnelielinkedincomindesmartin
![Page 6: Metrics that Matter - Des Martin @ Digital Summit 2014](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c6e6094a79595f7d8b456f/html5/thumbnails/6.jpg)
TRAFFIC SOURCES
UN-BRANDED BRANDED SEARCH
DISCOVERY amp CONSIDERATION
bull POOR DESIGN amp USER EXPERIENCEbull TRUST SIGNALSbull POOR CONTENTbull PRICE AVAILABILITY CONSIDERATION
REPEAT VISITORS TENDTO BUY MORE
CONVERSION
SETTING UP FUNNELS IN GOOGLE ANALYTICS
RELATIONSHIP amp RETENTION
EXIT SURVEYS
3 metrics that matter
METRICS
TOP FUNNELMIDDLE FUNNEL
BOTTOM FUNNEL
Adwords
Analytics
WebmasterTools
Sales amp Leads
Reports
DecisionMaking
to trial 3funnel software click here
BECAUSE GOOGLE ANALYTICS WILLNOT GET YOU A PROMOTION
Connectdessie_martin
3funnelielinkedincomindesmartin
![Page 7: Metrics that Matter - Des Martin @ Digital Summit 2014](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c6e6094a79595f7d8b456f/html5/thumbnails/7.jpg)
UN-BRANDED BRANDED SEARCH
DISCOVERY amp CONSIDERATION
bull POOR DESIGN amp USER EXPERIENCEbull TRUST SIGNALSbull POOR CONTENTbull PRICE AVAILABILITY CONSIDERATION
REPEAT VISITORS TENDTO BUY MORE
CONVERSION
SETTING UP FUNNELS IN GOOGLE ANALYTICS
RELATIONSHIP amp RETENTION
EXIT SURVEYS
3 metrics that matter
METRICS
TOP FUNNELMIDDLE FUNNEL
BOTTOM FUNNEL
Adwords
Analytics
WebmasterTools
Sales amp Leads
Reports
DecisionMaking
to trial 3funnel software click here
BECAUSE GOOGLE ANALYTICS WILLNOT GET YOU A PROMOTION
Connectdessie_martin
3funnelielinkedincomindesmartin
![Page 8: Metrics that Matter - Des Martin @ Digital Summit 2014](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c6e6094a79595f7d8b456f/html5/thumbnails/8.jpg)
DISCOVERY amp CONSIDERATION
bull POOR DESIGN amp USER EXPERIENCEbull TRUST SIGNALSbull POOR CONTENTbull PRICE AVAILABILITY CONSIDERATION
REPEAT VISITORS TENDTO BUY MORE
CONVERSION
SETTING UP FUNNELS IN GOOGLE ANALYTICS
RELATIONSHIP amp RETENTION
EXIT SURVEYS
3 metrics that matter
METRICS
TOP FUNNELMIDDLE FUNNEL
BOTTOM FUNNEL
Adwords
Analytics
WebmasterTools
Sales amp Leads
Reports
DecisionMaking
to trial 3funnel software click here
BECAUSE GOOGLE ANALYTICS WILLNOT GET YOU A PROMOTION
Connectdessie_martin
3funnelielinkedincomindesmartin
![Page 9: Metrics that Matter - Des Martin @ Digital Summit 2014](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c6e6094a79595f7d8b456f/html5/thumbnails/9.jpg)
REPEAT VISITORS TENDTO BUY MORE
CONVERSION
SETTING UP FUNNELS IN GOOGLE ANALYTICS
RELATIONSHIP amp RETENTION
EXIT SURVEYS
3 metrics that matter
METRICS
TOP FUNNELMIDDLE FUNNEL
BOTTOM FUNNEL
Adwords
Analytics
WebmasterTools
Sales amp Leads
Reports
DecisionMaking
to trial 3funnel software click here
BECAUSE GOOGLE ANALYTICS WILLNOT GET YOU A PROMOTION
Connectdessie_martin
3funnelielinkedincomindesmartin
![Page 10: Metrics that Matter - Des Martin @ Digital Summit 2014](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c6e6094a79595f7d8b456f/html5/thumbnails/10.jpg)
CONVERSION
SETTING UP FUNNELS IN GOOGLE ANALYTICS
RELATIONSHIP amp RETENTION
EXIT SURVEYS
3 metrics that matter
METRICS
TOP FUNNELMIDDLE FUNNEL
BOTTOM FUNNEL
Adwords
Analytics
WebmasterTools
Sales amp Leads
Reports
DecisionMaking
to trial 3funnel software click here
BECAUSE GOOGLE ANALYTICS WILLNOT GET YOU A PROMOTION
Connectdessie_martin
3funnelielinkedincomindesmartin
![Page 11: Metrics that Matter - Des Martin @ Digital Summit 2014](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c6e6094a79595f7d8b456f/html5/thumbnails/11.jpg)
SETTING UP FUNNELS IN GOOGLE ANALYTICS
RELATIONSHIP amp RETENTION
EXIT SURVEYS
3 metrics that matter
METRICS
TOP FUNNELMIDDLE FUNNEL
BOTTOM FUNNEL
Adwords
Analytics
WebmasterTools
Sales amp Leads
Reports
DecisionMaking
to trial 3funnel software click here
BECAUSE GOOGLE ANALYTICS WILLNOT GET YOU A PROMOTION
Connectdessie_martin
3funnelielinkedincomindesmartin
![Page 12: Metrics that Matter - Des Martin @ Digital Summit 2014](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c6e6094a79595f7d8b456f/html5/thumbnails/12.jpg)
RELATIONSHIP amp RETENTION
EXIT SURVEYS
3 metrics that matter
METRICS
TOP FUNNELMIDDLE FUNNEL
BOTTOM FUNNEL
Adwords
Analytics
WebmasterTools
Sales amp Leads
Reports
DecisionMaking
to trial 3funnel software click here
BECAUSE GOOGLE ANALYTICS WILLNOT GET YOU A PROMOTION
Connectdessie_martin
3funnelielinkedincomindesmartin
![Page 13: Metrics that Matter - Des Martin @ Digital Summit 2014](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c6e6094a79595f7d8b456f/html5/thumbnails/13.jpg)
3 metrics that matter
METRICS
TOP FUNNELMIDDLE FUNNEL
BOTTOM FUNNEL
Adwords
Analytics
WebmasterTools
Sales amp Leads
Reports
DecisionMaking
to trial 3funnel software click here
BECAUSE GOOGLE ANALYTICS WILLNOT GET YOU A PROMOTION
Connectdessie_martin
3funnelielinkedincomindesmartin
![Page 14: Metrics that Matter - Des Martin @ Digital Summit 2014](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c6e6094a79595f7d8b456f/html5/thumbnails/14.jpg)
METRICS
TOP FUNNELMIDDLE FUNNEL
BOTTOM FUNNEL
Adwords
Analytics
WebmasterTools
Sales amp Leads
Reports
DecisionMaking
to trial 3funnel software click here
BECAUSE GOOGLE ANALYTICS WILLNOT GET YOU A PROMOTION
Connectdessie_martin
3funnelielinkedincomindesmartin
![Page 15: Metrics that Matter - Des Martin @ Digital Summit 2014](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c6e6094a79595f7d8b456f/html5/thumbnails/15.jpg)
Adwords
Analytics
WebmasterTools
Sales amp Leads
Reports
DecisionMaking
to trial 3funnel software click here
BECAUSE GOOGLE ANALYTICS WILLNOT GET YOU A PROMOTION
Connectdessie_martin
3funnelielinkedincomindesmartin
![Page 16: Metrics that Matter - Des Martin @ Digital Summit 2014](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c6e6094a79595f7d8b456f/html5/thumbnails/16.jpg)
to trial 3funnel software click here
BECAUSE GOOGLE ANALYTICS WILLNOT GET YOU A PROMOTION
Connectdessie_martin
3funnelielinkedincomindesmartin
![Page 17: Metrics that Matter - Des Martin @ Digital Summit 2014](https://reader034.fdocuments.us/reader034/viewer/2022051819/54c6e6094a79595f7d8b456f/html5/thumbnails/17.jpg)
BECAUSE GOOGLE ANALYTICS WILLNOT GET YOU A PROMOTION
Connectdessie_martin
3funnelielinkedincomindesmartin