PRESENTERS:RACHEL DOHMANNMarketing ManagerBenQTexas A&M Foundation

ANN OLESONCEO and FounderConverge Consulting

GOOGLE ANALYTICS: Making the Case, Proving ROIADVANCED MARKETING SESSION

American Marketing Association Higher Education Symposium 2015

Ann Oleson

Rachel Dohmann

Google Analytics in Real-Life

https://youtu.be/cbtf1oyNg-8

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Today’s Agenda

• Universal Analytics• Google Tag Manager

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Today’s Agenda

• TEXAS A&M CASE STUDY• Google Tag Manager and Universal set up• Goals• Events• Dashboards• Campaign Tagging• CRM tie-in• What we’ve learned!

WHY?

Marketing

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WIIFY

• Break Down Silos • Improve your Results•Measure ROI• Give Automated Reporting• Get You Noticed

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WIIFY

https://secure2.sfdcstatic.com/assets/pdf/misc/data_Get_Data_Strong.pdf

HISTORY

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When did Google Analytics Start?

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What Year Did it All Begin?

http://convergeconsulting.org/blog/2015/01/infographic-history-google-analytics/

Know Your History

Google Analytics

Know Your History

Google Analytics

Know Your History

Google Analytics

Know Your History

Google Analytics

Know Your History

Google Analytics

UNIVERSAL ANALYTICS

Know Your History

Universal Analytics

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Universal Analytics

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Check on Status

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Universal Analytics

Connect multiple devices, sessions, and engagement data with the User ID= Analyze User ID’s

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Universal Analytics

More Flexible Tracking Code and developer friendly= Easier to track across subdomains

CREIGHTON – RYAN

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Universal Analytics

Create Custom Dimensions and Custom Metrics= Track What Google typically Doesn’t Track

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We Know Success

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Google Analytics in Real Life

• American University We Know Success Web Site

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Google Analytics in Real Life Baseline: On Page Load

User Has Scrolled 25%

User Has Scrolled 50%

User Has Scrolled 75%

User Has Scrolled 100%

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Google Analytics in Real Life

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Google Analytics in Real Life

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Universal Analytics - Upgrade

People Involved:• Marketing• IT• Third party applications• Internal Stakeholders (Admissions, Academics, Athletics)

Time Involved:• Actual transition is very quick (replace code)• Making and executing a plan takes longer (up to six months)

This is a great time to be sure you have a strategic analytics plan:• Accurate, reliable data• Audience based goals and events to support them• Regular dashboard reporting and improvements• Tag management

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Universal Analytics - Upgrade

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Universal Analytics

http://convergeconsulting.org/blog/2015/01/webinar-recording-why-and-how-switch-universal-analytics/

GOOGLE TAG MANAGER

Google Tag Manager

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Google Tag Manager

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Tag Manager

https://www.youtube.com/watch?v=KRvbFpeZ11Y

How it Works

Tracking Outbound Links

Tracking Outbound Links

Tracking Outbound Links

Tracking Outbound Links

Dynamic Navigation Tracking

Dynamic Navigation Tracking

Google Tag Manager

Google Tag Manager

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Dynamic Navigation Tracking

RESOURCES

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Inbound.ConvergeConsulting.org/AMA

CASE STUDY: TEXAS A&M

FOUNDATION

About Texas A&M Foundation

About Texas A&M Foundation

Texas A&M College Development Foundation

• Est. 1953

• by 21 Texas A&M former students and regents

• $100 in assets

As of June 30, 2015

• Net Assets of $1.54 billion

• Contributions in FY15 of $111.7 million

• Distributions to Texas A&M of $70.7 million

About Rachel

Case Study: Texas A&m Foundation

Phase I • Pre-Launch Assessment and Project Planning• Domain and Sub-domain mapping• Audience prioritization and goal mapping

Phase II • Google Tag Manager creation and implementation • Testing

Phase III • Event tracking and goal implementation • Dashboard reporting

Phase IV • User ID Integration• Dimension Widening (importing donor levels to attach to unique IDs)

Project Timeline

Current Filters

Pre-Launch Assessment

Subdomain and Domain Mapping

Goal Mapping

Goals

1. Donate2. Contact Us3. Apply for a scholarship4. Apply for Maroon Coats

Goals

Goal Examples

Conversions

Goal Examples

Conversions

Google Tag Manager

Event Dashboard

#1 Takeaway

CAMPAIGN TRACKING

Campaign Tracking

Campaign Tracking

source medium content name

Campaign Tracking

http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=4012&utm_source=gameday-media-12th-man-productions&utm_medium=advertisement&utm_content=2015-fall-traditions-core-values-series&utm_campaign=spirit-impact-college-impact

E-NEWSLETTER ANALYSIS

Proposed Solutions

•Make sure it looks and functions well on mobile• 40-60% of consumers are reading email on smartphones

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Overview: Landing Pages (top 10)

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Education Industry Email Averages

•Open Rate: 23.15%• Click Thru Rate: 3.11%•Hard Bounce: 0.60%•Unsubscribe: 0.21%

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Open Rate Click Thru Rate Bounce Rate Unsubscribe

Industry Average 23.15% 3.11% 0.60% 0.21%

October 2014 23.42% 3.13% 1.66% 0.69%

November 2014 27.70% 3.40% 0.05% 0.48%

December 2014 24.00% 3.00% 0.07% 0.45%

January 2015 25.00% 3.00% 0.06% 0.37%

February 2015 26.00% 3.00% 0.25% 0.29%

March 2015 25.00% 4.00% 0.07% 0.22%

April 2015 24.85% 3.45% 0.33% 0.23%

TAMF Newsletters

Proposed Solutions: Main CTA

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Continue to segment CTAs (role based)

Overview: Compared to All

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Assisted Conversions

SOCIAL MEDIAANALYSIS

Overview: Landing Pages (top 10)

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Tuesday, December 16th, 2014

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Overview: Conversion Rates

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Facebook Campaigns

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Facebook Campaigns

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*Most variety

Facebook: Student-Impact

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Twitter Campaigns

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LinkedIn Campaigns

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Takeaways• Facebook drive the highest quality traffic• Giveaway content drive the most conversions, followed by

Maroon Coats• Social is bringing in more new visitors, but they stay less time

and bounce more frequently• 64% of social traffic is mobile

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Ask Yourself Questions•Which channels are you spending the most time on? Money?

Does that line up with outcomes?• Is it reasonable/worth it to match up more of the exact social

examples?› Is this documented somewhere?

• Are we fully utilizing the giveaway conversions?• Are the landing pages we’re driving to mobile friendly?

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OFFLINE TO ONLINE: BUGLE CALL TRACKING

Bugle Call

https://www.youtube.com/watch?v=vn_5q-m82s8

OPPORTUNITIES

User ID and Dimension Widening

TAKE AWAYS

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Key Take-Aways

• Google Analytics= Data Strong• Benefits of Universal• Cross device tracking• Track across Sub-domains• Track Custom Dimensions

• Benefits of Google Tag Manager • Add tracking code to your site without IT• Track Outbound Links• Track Dynamic Navigation

• Try, Test, Learn

• www.inbound.convergeconsulting.org/AMA

RESOURCES

[image]

Identical links stats

https://analyticsacademy.withgoogle.com/course05

Ryan Lindsay Google Analytics WizardGA Certified

Monday, November 16thCall In 1:00-2:00 cstUberconference.com/converge-ryan

Office Hours

Ann OlesonCEO and FounderConverge Consultingann@convergeconsulting.org@anncoleson

Rachel DohmannMarketing ManagerBenQrachel.dohmann@benq.com

QUESTIONS?