Measure Digital to Ignite Results, not Reports (BI)

transcript

#Ignition2011

Peter Howley & Jim Snyder

Empirical Path @EmpiricalPath

@phowley99 @jimdsnyder

#Ignition2011

‣ Introduction

‣ Status Quo

‣Count Conversions

‣ Segment Audiences

‣Test Ideas

‣ Share Insights

‣Try it Out – & Win a Galaxy Tab (see #Ignition2011 for head start)

#Ignition2011

‣ Founded in Washington DC in 2002

‣ Atlanta and NM offices

‣ Founder led web analytics at washingtonpost.com

‣ Google Analytics Certified Partner

‣ Yahoo! Web Analytics Consultant Network

‣ Webtrends Agency

#Ignition2011

‣ Defend digital investment

‣ Compare online to offline

‣ Right-size digital investment

‣ Re-allocate to most valuable activities

‣ Celebrate and reward successes

‣ Learn from mistakes

#Ignition2011

Reports that measure only how many people entered the funnel:

‣ Impressions

‣ Visits

‣ Unique visitors

‣ Friends

‣ Followers

#Ignition2011

Measure how many times they complete the funnel (& achieve campaign goal):

‣ Purchases

‣ Social shares

‣ Email signups

‣ Contacts via form & phone

‣ File downloads

‣ Video views

#Ignition2011

Main Domain

#Ignition2011

Vendor Domain

#Ignition2011

NOTE: All data disguised

Show all, new, returning, or

campaign, etc. visits

#Ignition2011

Only cumulative share data

No share data

#Ignition2011

Measure conversion rate for each key segment of visitors.

‣ Traffic source (PPC, email, SEO)

‣ Geography

‣ Loyalty (new, returning)

‣ Answers to survey questions

‣ Content interest

‣ Prior purchase

#Ignition2011

Unique content for

each audience

#Ignition2011

Row for each segment…in any report

Conversion rates for

multiple goals

#Ignition2011

1 row for each link or set of links worth

tracking

Ties in other analytics

Tells analytics which

channel worked

#Ignition2011

Revenue Other

Conversions

#Ignition2011

Experiment with ideas and use conversion rate in key segments to pick a winner:

‣ Landing Page

‣ Ad Copy

‣ Home Page

‣ Offer

‣ Discount

‣ Button color

#Ignition2011

Above-the-fold call-to-action

23% of next clicks from the

homepage are to promotions

23% of next clicks from the homepage are to promotions

#Ignition2011

Carousel dominates above-the-

Copy pushes everything

but Carousel below fold

79% of page views are

entries to the site

#Ignition2011

Revenue per Pageview shot up

Bounce rate improved

Pageviews dropped as client cut

PPC NOTE: Period data disguised

#Ignition2011

Visits viewing page spent 32%

more despite falling 73%

Oh yeah!

NOTE: Period data disguised

#Ignition2011

Downplay; 9% click but 27% of those come back

Shrink; pushes

products & prices down

Shrink; pushes

products & prices down

Keep; 18% of entrances

Lose; draws eye from

product art & headline

#Ignition2011

Get analytics reports, findings & recommendations to decision-makers

‣ Build useful dashboards

‣ Email reports automatically

‣ Try out mobile apps

‣ Display real-time metrics

#Ignition2011

Real-time exercise and contest

‣ Twitter RTs

‣ Facebook Likes

‣ Landing page

‣ Goal completion

‣ Real-time stats

‣ Samsung Galaxy Tab prize from

#Ignition2011

1. Search for the hash tag #Igntion2011 or @EmpiricalPath

2. Find @EmpiricalPath’s recent Tweet -- with ow.ly link -- about today’s presentation

3. Retweet that Tweet & link

4. Click on the ow.ly link

1. Visit the Empirical Path Facebook page www.facebook.com/EmpiricalPath

2. Find our recent post -- with link -- about today’s presentation

3. Like, Comment on, or Share this post

4. Click on link in post

5. View our landing page, empiricalpath.com/ignition

6. Complete the form to:

a. Enter a drawing to win a 10.1” Samsung Galaxy Tab 16GB generously provided by

b. Receive a copy of this presentation via email

#Ignition2011

Questions now?

Questions later:

‣ info@empiricalpath.com

‣ @EmpiricalPath

‣ Facebook.com/EmpiricalPath

‣ Web Analytics happy hour Thursday 12/1 6-9 pm at Bamboo 52

Measure Digital to Ignite Results, not Reports (BI)

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