PixelMEDIAWeb Analytics, Multiplicity, & Synergy

© 2015 PixelMEDIA

Jonathan B. O’DonnellDirector of Digital Marketing

What is Analytics 2.0?“It’s about pulling and presenting only the relevant data from multiple

sources to provide insights and solve for business objectives – quicker”- Jonathan O’Donnell

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Hits, uniques, data in aggregate, is OUT

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Acquisition, behaviors, outcomes, are IN!

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The Take Away

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- Plan to measure (DMMM)

- Track everything

- Focus on the big picture

- Simplify the Rx

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Then

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In the beginning…

Lots of data

Little insight

Clickstream data is only

what happened, not why and

how…

Kaushik.net

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Now

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Now…

Web Analytics 2.0

Is

Full Spectrum Analysis

Kaushik.net

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The Power of Tools!

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Clickstream

Multiple Outcomes

Testing & VOC

Competitive Intelligence

Research &Benchmarks

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Capabilities of Analytics 2.0

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• Action Orientated

• Line of Sight to Business

• Campaign Specific Tracking

• Internal Hypothesis Verification

Allows you to Fail Faster!

Drive change quicker with focused data feeback.

Why Analytics is Important“Try not to become a man of success. Rather become a man of value.”

- Albert Einstein

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Why

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Future Growth

“Digital will make up 40.8% of total out-of-home

(OOH) ad spending in 2015, up from 38.1% in

2014. By 2018, DOOH will capture 53.0% of total

OOH ad spending in the US, or $4.08 billion.”

- eMarketer

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Why

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Future Growth

“…83%, believed that it would be very important

for marketers to know how to make data-informed

decisions to respond to such disruptions to their

jobs.” - eMarketer

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Why

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Google Trends

Data Analysis“The problem is we are obsessed with data

and not about the business”- Avinash Kaushik

How

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Digital Marketing Measurement ModelGoals

Objectives Goals KPIs Targets

Brand ReachIncrease

exposure with earned media

Amount of conversion to promotions

6%

Participation

Increased Downloads,

Submissions, RSS signup, etc.

Amount of each engagement 50k/yr

Increase Revenue

Up sell, Cross sell

Average order value $85

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Experimentation and Testing“I found out what makes people tick…I did a lot of research…”

- David Ogilvy

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A/B and Multivariate Testing

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Internal Hypothesis Verification – Advanced Segments

Voice of Customer92% of top performing companies surveyed stated “Increase in

customer satisfaction” was the number one reason they implemented customer feeback.

- Gleanster Report

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The 4 Greatest VOC Questions

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1. How would you rate your site experience? (Customer Satisfaction Rate)

2. Primary purpose of your visit? (Primary Purpose)

3. Were you able to complete your task today? (Task Completion Rate)

4. If not, why not? (Customer Feedback)

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Competitive Intelligence“75 percent of the respondents saw the need for CI to increase

during a global economic downturn.”- Global Intelligence Alliance

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SpyFu

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Raven Tools

Competitive Intelligence

Campaign TrackingMulti-channel Analytics

"Digital will make up 40.8% of total out-of-home (OOH) ad spending in 2015, up from 38.1% in 2014. 53% by 2018"

- eMarketer

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Tracking Online Marketing

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Tracking Online

Marketing

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Tracking Offline

Marketing

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Considerations for using Web Analytics 2.0

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• How are we tracking success?

• Are we making $?

• Are my Calls to Action line of site with bus. objectives?

• What are my competitors doing?

• Are we tracking our offline marketing?

• How can I prove my hypothesis?

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Additional Resources

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Experts

• Occam's Razor – Avinash Kaushik’s blog. Everything to do with analytics and then some.

• Measuring Success – Brian Clifton’s blog – Very technical insight into Google Analytics implementations.

• Analytics Talk – Justin Cutroni’s blog. More GA focused and technical in nature.

• Market Motive – An excellent source of timely and relevant marking insight and training.

• Analysis Exchange – A not-for-profit that provides Analytic support to non-profits and training to Analysts.

Articles

• 2015 State of Analytics – Salesforce

• Digital Marketing Measurement Model – Avinash Kaushik

• Why Data Analytics Is the Future of Everything - Bloomberg

• Marketing Campaign Tracking, Show your boss who’s the boss – Jonathan O’Donnell

Thank you!Jonathan O’Donnell

@ODSays @PixelMEDIAPixelMEDIA.comPixelMEDIACompass.com