A Clearer Path to Online Success

Philip Taylor, Head of Analytics, Squiz UK

Why do we use analytics?

How do we use analytics (really)?

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Define your business objectives

How are we driving online donations?When are we driving online donations?

Where are we driving online donations?From whom are we driving online donations?

To what extent are we driving online donations?

are we driving online donations?

Objective: Drive online donations

Focused lines of enquiry:

Objective: Drive online donations

How are we driving online donations?KPI: total £s donated v.s traffic source

When are we driving online donations?KPI: number of donations v.s. day of the week

Where are we driving online donations?KPI: donations per visit v.s visitor location

From whom are we driving online donations?KPI: donations per visit v.s new/returning visitor

To what extent are we driving online donations?KPI: donations v.s. visits or £ online v.s £ offline

Questions first

Analysis Educated Action

More Effective Website

Better Business

Outcomes

DataDataData

Relevant / outcome-related data

Actionable insights

Focused questions

Objective: maximise audience response

• Maximise retention of information

• Maximise agreement

• Maximise passion

What have you been drinking?

DRANK COFFEE OR WATER

AUDIENCE MEMBERS

% OF MEMBERS AGREE WITH

SPEAKER

AVERAGE AMOUNT OF

INFO RETAINED

AVERAGE LEVEL OF

ENTHUSIASM

WATER 26 15% (4) 52% (MEDIUM) MEHCOFFEE 14 86% (12) (61% HIGH) CRAZED

Hmm.. There’s something in this

coffee…

Fancy a coffee?

Analysis focused on business objectives

Insights... what to do with them…

Controlled experimentation. Fail faster

1,2,3 Testing

Sign-up form test

Sign-up form test

Sign-up form test

Sign-up form test

Sign-up form test

Sign-up form test

Sign-up form winner

Squiz Tests

Ask first, Test always, Win

Don’t forget the fuel!

PPC gives you

• Control over your messaging

• Control over your spend

• Immediate flexibility

• Total transparency

Learn, improve, grow

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Key points

• Strategy before data> Focus on business objectives> Decide KPIs before viewing reports

• Experiment continually. Fail faster• Try new marketing media. Try PPC• Ask us how we can help

Thank you, any questions?

Philip Taylor

Email: ptaylor@squiz.co.ukMobile: 07979 365 087