Date post: | 03-Aug-2015 |
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Data & Analytics |
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Optimizing Marketing with Analytics Michael Loban
@michael_loban
Consider:
1. Web analytics consulting & technology company 2. 2,000+ sites analyzed and supported annually 3. 50+ Digital marketing training programs a year
@michael_loban
How Do We Make Marketing Decisions?
Consider:
@michael_loban
“It would appear, John, that your gut feel was only indigestion”
How Decisions are Made
@michael_loban
Keeping Score
@michael_loban
Total Sessions Avg. Session Dura3on Jan Feb March April Jan Feb March April
42,520 41,707 36,127 49,841 1:06 1:08 1:13 0:47 112,579 117,118 167,815 103,375 1:44 1:41 1:22 1:53 5,196 169,164 49,247 10,973 0:57 0:21 0:33 0:39
Bounce Rate Time on Page 4% 6% 8% 11% 0:44 1:28 1:28 1:16 22% 25% 28% 20% 2:17 2:13 2:13 2:07 12% 15% 18% 10% 2:05 2:04 2:03 2:04 4% 6% 8% 11% 1:34 1:54 1:38 1:26
Is This What You Have?
@michael_loban
Total Sessions Avg. Session Dura3on Jan Feb March April Jan Feb March April
42,520 41,707 36,127 49,841 1:06 1:08 1:13 0:47 112,579 117,118 167,815 103,375 1:44 1:41 1:22 1:53 5,196 169,164 49,247 10,973 0:57 0:21 0:33 0:39
Bounce Rate Time on Page 4% 6% 8% 11% 0:44 1:28 1:28 1:16 22% 25% 28% 20% 2:17 2:13 2:13 2:07
922,629 765,381 751,042 644,571 2:05 2:04 2:03 2:04 283,781 265,613 263,122 251,941 1:34 1:54 1:38 1:26
Is This What Your Have?
@michael_loban
Build a Scoring System That Matters Desired Ac3ons Importance Factor
Page scrolling 10
Ar;cle reading 10
75% Video viewership 10
Coupon print 20
Registra;on 20
Email Sign-‐up 20
Purchase 30
Subscrip;on 30
Feedback & Review 30
Social Proof – Like, Tweet, Share 30
Metrics That Tell a Story
What are my most popular
products?
Which products are most frequently
abandoned?
Which products are converting
well?
@infotrustllc
Focusing on Segmentation
@michael_loban
Focus on your IVP
@michael_loban
Focus on your IVP
IDEAL VISITOR PROFILE
@michael_loban
Build Your Funnel
Using Data - Case Study InfoTrust has helped Cowan's revolu;onize our marke;ng strategy. Our new Google Analy;cs data lets us know how effec;ve our digital adver;sing is. Placing Ads is now a science with measurable results. In the 90 days immediately following the implementa3on Cowan’s saw a ● 42% increase in online bidding ● 163% increase in bids ● 185% increase in bid value
Reid Sikes, Director of Marke;ng
@michael_loban
Scientific Method
@michael_loban
1. Observation 2. Research 3. Hypothesis 4. Experiment 5. Analysis 6. Share 7. Again
The Scientific Method
@michael_loban
Bucket Down the Process
@michael_loban
Begin Testing Hypothesis - 18%
@michael_loban
Begin Testing Hypothesis
Driving Value with Data
@michael_loban
Anchorman Approach
@michael_loban
Report the summary of the customer previous
behavior.
Anchorman Approach
@michael_loban
Busine
ss Value
Degree of Complexity
How many, how oTen, when?
Where is the problem?
Why is this happening?
What will happen next?
What’s the best that can happen & how?
Analytical Maturity
@michael_loban
ROI Analysis
Online marketing - offline results Website Visit Remarketing List Targeted Ad Completed Form
Campus Visit Phone Consultation Completed Application
Beckfield College case study on official Google Analytics blog
ROI Analysis in Action
Tell Your Story
Management
Marke3ng
Finance PR
Board
@infotrustllc
Focus
The marketing world is full of bright, shiny objects. We have a tendency to run after all of them. Focus - the distinctive trait of winning marketing functions.
Forbes
Register for Our Webinar with Brian Clifton!
Storytelling with Web Analytics by Brian Clifton
Wednesday, June 3
1:00 - 2:00pm EST Register Here: http://goo.gl/NqcCS4
Thank you Questions?