Date post: | 12-Jul-2015 |
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Digital Marketing Webinar Enhanced Marketing Measurement with
Google Analytics Dec 19, 2014 | Swapnil Sinha (Head of Conversions at
Google)
www.digitalvidya.com
Google Confidential and Proprietary
Google Confidential and Proprietary
Basics – The building blocks
Seg4entation
Marketing ROI for Offline Touches
12
3
Testing 4
Google Confidential and Proprietary
What are the
Basics to building an effective marketing measurement
Google Confidential and Proprietary
Implementation Tricks
Tag all your pages Customers first, Tag later!
Define your unique Pageview Use Cookies, they are delicious
Google Confidential and Proprietary
Identify all Traffic Sources with UTM Parameters
http://www.yoursite.com/landingpage.html?utm_source=google&utm_medium=cpc&utm_campaign=Dec+2014+Campaign&utm_term=my+keyword
http://www.yoursite.com/landingpage.html?utm_source=twitter&utm_medium=tweet&utm_campaign=Dec+18+One+Day+Sale
http://www.yoursite.com/landingpage.html?utm_source=email&utm_medium=link&utm_campaign=Dec+2014+Newsletter
Google Confidential and Proprietary
Auto-tag all Google Adwords Campaigns 1
Manually tag UTM parameters for non-Adwords 2
Manually UTM tag all non-Google campaigns
3
Capture data at the lowest granularity possible
4
Tag Website Traffic Sources
Google Confidential and Proprietary
Implementation Tricks
Self Referral indicates an issue Beware of Redirects
Google Confidential and Proprietary
Basics Continued
Ad Click Site visit Ensure Channels are categorized (Channel Groupings)
Google Confidential and Proprietary
Goals – Add context to numbers
Micro vs. Macro Conversions
• Product Searches
• Product Views
• Register / Login
• Signup for Deals / Newsletter
• Clicks to “Contact Us” Page / Store Locator
• Transaction
Google Confidential and Proprietary
Value the Goals – Helps evaluate marketing ROI
• Conversion Rate = # Transactions / # of
Goals.
• Assume a Conversion Rate of 1%
• Assume Avg. Tx Value = Rs. 5000
• For every 100 Goals, a revenue of Rs.
5000 is generated
• Per goal value = 5000/100 = Rs. 50
Google Confidential and Proprietary
Ensure you use Ecommerce tracking module 1
Track category, product and price data 2
Ecommerce Tracking
Segmentation
Seg4entation
Google Confidential and Proprietary 14
The Power of Segmentation
"Analyzing data in aggregate is a crime against humanity.” - Avinash Kaushik
Google Confidential and Proprietary 15
The Power of Segmentation
Aggregate data works on the assumption that all site visitors are identical
Google Confidential and Proprietary
Advanced Segments offers more insights now
User Segments
Segments users (and not just sessions) visiting your website or the
App
Sequence Filters
This allows for creating a sequence of filters across session to track
cross-visit user behaviour
Google Confidential and Proprietary
Internal Search based segmentation What Products they are searching for? • Airlines / Hotels • Computer Accessories • Brands • Services • Holiday Destinations
Google Confidential and Proprietary
Identify top products being searched on website
• Design campaigns according to the products searched
• Identify new opportunity – are there more searches from a particular location
www.xxxxxxxx.com/search=laptops
Google Confidential and Proprietary
Engagement based segmentation
Are they casual lurkers or serious buyers? • # of micro-steps they took
• # of products viewed
• How far did they go in the purchase path
Google Confidential and Proprietary
Engagement based segmentation
Google Confidential and Proprietary
Source based segmentation
1. How many conversions did I get from the segment of users who first visited the site through a specific campaign
2. How many subsequent visits did I get from users to computer accessories, those who first visited the site through a laptop campaign
Google Confidential and Proprietary
Demographic based segmentation
What Age categories are doing well for you
Google Confidential and Proprietary
Demographic based segmentation
What Gender categories are doing well for you
Google Confidential and Proprietary
Interest based segmentation
Google Confidential and Proprietary
Creating Simple Segments
Google Confidential and Proprietary
Multiple Filter applied to a segment
Understand the behavior of the high value users from a region
Google Confidential and Proprietary
Sequence Filter
Understand the behavior of users who started the checkout process but did not purchase
Google Confidential and Proprietary
Power of Advanced Segments
“ “
Google Confidential and Proprietary
Measure Offline Customer Touches
Financial Services
Automotive Retail Travel
Business Services
Education
Google Confidential and Proprietary
1. Allow 'hits' from offline sources, i.e. CRM systems.
2. Tie hits to existing web customers through the User ID feature.
3. Track these hits as goals.
RESULT: Properly attribute offline value to online marketing!
Track offline conversions with GA
Google Confidential and Proprietary
1. Get a more complete ROI picture Your online and offline goals are recorded in one place
2. Understand online to offline impact Measure and optimize around online marketing channels that deliver quality leads and actual revenue
3. Remarket using offline conversions Target online marketing using offline conversion metrics
Benefits of offline conversion tracking in GA
Google Confidential and Proprietary
How would the reporting look like
Google Confidential
Testing
Google Confidential and Proprietary 34
HiPPO: Highest Paid Persons Opinion
Google Confidential and Proprietary
How good is your gut?
Revenue per visitor
+6.3%
Source: WhichTestWon.com
vs
Version A Version B
Google Confidential and Proprietary
Marketers spend $92 to acquire traffic and
$1 to optimize it
Source: Adobe 2012 Digital Marketing Optimisation Survey
Google Confidential and Proprietary
Source: MarketingSherpa, Landing Page Handbook, 2005
Visitors spend an average of 8 seconds before deciding whether or not to remain on
a website
Google Confidential and Proprietary
What is Testing?
Test variations of the same page
Customers Visit your Website
1/3 visitors
1/3 visitors
1/3 visitors
14% Make Purchase
20% Make Purchase
2% Make Purchase
Customers Convert
Original
Combo 1
Combo 2
Google Confidential and Proprietary
Leverage Google Analytics Content Experiments
Google Confidential and Proprietary
Simple resource to start testing today
! Free!
! Fully integrated into GA
! Use GA goal conversions
! Only one tag per experiment
Google Confidential and Proprietary
Testing resulted in more leads for rightmove Original Page
Use Google website optimizer to test with different colors and wordings - 16 button variations
Winning Combination Identified
“This test has demonstrated that small changes can make a big difference,” Given the unexpectedly strong results we saw in this test we’ll be carrying out lots more testing across other parts of the site” – Website optimization manager at rightmove
Leverage free, easy to use, Google Analytics Content Experiments!
33% more leads!
Ensure “Lead form” or “Instant booking” option is available to user on all pages
Thank You!
www.digitalvidya.com
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