WEB MEASUREMENT & ANALYTICS

A SingTel/MIS Workshop Ivan Wong 27 October 2015 www.qcg.com.sg

Speaker Intro Ivan Wong Consultant, Queen Consulting Group

Google Partner Academy Trainer (AdWords & Analytics)

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

Econsultancy Cross-Channel Marketing Survey 2014

Traditional Budgets Are Shifting To Digital

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Important Analytics for Understanding Customers

Key Measurement Goals Most important growth/profit-related requirements for analytics

Key Effective Areas for Analytics

This year is TRULY the

year of mobile…

Source: thinkwithgoogle.com

Banner Blindness & Bots

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

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?

What tools do marketers use to

deliver insights today?

Web analytics

Channel-agnostic tracking

Channel-specific tracking

What’s In Your Measurement Toolbox?

Toolbox

App analytics

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

2. Build KPIs

3. Collect Data

4. Analyze Data

5. Test Alternatives

6. Implement

Insights

1. Define Goals

A suggested framework…

1. Define Goals

As a start: identify your business goals and website conversion goals

Next: identify your KPIs

Source: Google Insights

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

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

Value and target your best customers

Source: avinashkaushik.com

Track ALL Campaigns

Multi-Attribution Tracking

Source: http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models

Multi-Attribution Tracking

Source: http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models

Multi-Attribution Tracking

Source: http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models

Multi-Attribution Tracking

Source: http://www.kaushik.net/avinash/multi-channel-attribution-modeling-good-bad-ugly-models

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

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

COMMUNICATE RESULTS

Communicate marketing impact to your clients and stakeholders

Digital analytics data is great at telling

What Happened?

By How Much?

Our brains must come up with

Why it happened?

What we learned? What action can we take?

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

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 •  ???

Solution: use dashboards

KPI Framework Data Table Mapping Dashboard Mockups

Useful Google Analytics intelligence tools

Intelligence Alerts

QuillEngage

Key Takeaways

Start with a clear goal Focus on the right metrics Value your best customers Attribute value across the journey Prove marketing impact

THANK YOU QUEEN CONSULTING GROUP Connect: www.qcg.com.sg