Data analytics can drive business results. MEGACOMM is Israel's largest technical and marketing communications conference.

1. Analytics for Business
Goals

2. Agenda
 Why analytics skills are essential for marketing
and technical professionals
 Types of data
 Define and Measure – Goals & Funnels
 Key Metrics to Measure
 The three most important questions
 How to Embarrass Your Boss (and Implement
Analytics in Your Company)

3. Why Analytics Matters
 Measure whether the business
goals were achieved
 Agile: Test, Sprint, Adjust
 Digital marketing make us
more accountable and
measurable
 Can’t throw money on
campaigns that don’t drive
revenue or ROI

4. Remember the Marketing Funnel?
Source: Josh Bernoff, Ted Schadler, Empowered:
Harvard Business Review

5. Measure the Steps
Visits
Initial
Conversion
Core
Conversion

6. Take a Holistic Approach
Web Analytics 2.0 is:
the analysis of qualitative and quantitative
data from your website & the competition
to drive a continual improvement of the
online experience that your customers, and
potential customers have,
which translates into your desired
outcomes (online and offline)
- Avinash Kaushik, Web Analytics 2.0: The Art of Online Accountability and Science of
Customer Centricity

7. What Do We Want To Know?

8. Some Tools
 Clickstream – Clicktale,
 Experimentation & Testing:
 Voice of Customer: Kampyle, 4Q
 Competitive Intelligence - Compete,
comScore, HitWise, Alexa, Google Trends

9. The 10/90 Rule
 Spend 10% on tools
 Spend 90% on analysis and actionable insight

10. What’s Your Goal?
A website exists to serve three types of
outcomes:
1.Increase revenue
2.Reduce cost
3.Improve customer loyalty/satisfaction
Measure Against These Outcomes

11. STOP MEASURING
TRAFFIC AND VISITORS

12. What NOT to measure
 Pageviews
 Visits
 Traffic Sources
 Likes
 Fans
 Followers
 +1s (sorry Google!)

13. What TO Measure
 Sales
 Downloads
◦ White Papers
◦ Software
◦ User Guides (yes, even PDFs)
 Registrations
 Leads
Business Goals & the Steps to Achieve them

14. Goals and Funnels
What is your goal and what is the
pathway to achieve it
1.Define your KPI: Intended Goal
(sale, lead, etc.)
2.What is the pathway to achieve
this goal? The pages that a person
need to visit in order to achieve
the goal.
3.Goal Value: ROI of goal
completion (Optional)

15. Funnels

16. How to Set Up Goals in
Google Analytics
1. Create Goal Conversion Page (“Thank You”)
2. Add Steps in Funnel (Optional)
For full instructions:
http://j.mp/goals-and-funnels

17. URL Tracking
Tag every link in order to ensure that you can
track your web traffic
1. Go to Google URL Builder at http://j.mp/url-builder2
2. Enter the website URL
1. Source: linkedin, newsletter, google
2. Medium: social, email, organic, cpc, referral
3. Campaign Name: promo code, slogan
http://www.avihein.com/?utm_source=presentation
&utm_medium=megacomm&utm_campaign=analytics-for-comm-professionals

18. Case Study: Webinar
Goal: 300 Registrations for Webinar
Tactic: Identify which channels lead to more
registrations

19. Case Study: 300 Registrations
Created “thank-you” post-registration page

20. Conversion: Webinar
Registrations
 What worked & what didn’t work – who drove
traffic but not registrations
 Examine which webinars/messages/channels
to invest in

21. WHY?
 Why did 500 people come to my page but only
5 download my white paper?

22. Qualitative
• Many ways to answer “Why?”
• Usability Studies: See how users complete
a task
• Test concepts
• Verify comprehension
• Surveys – Listen to the customers and
generate immediate feedback

23. The 3 Most Important
Questions to Ask
 What is the purpose of your visit to our
website?
• They might not be there for the reason that you
think.
 Were you able to complete the task?
• Your opinion is irrelevant. So is your bosses. The
only opinion that matters is your customer.
 If you were not able to complete the task, why
not?
• What can you change to raise your conversions?

24. How to Embarrass Your Boss
 Experiment and Test – Test two variations of a page
and see which converts more
 Ask “Why?” - Capture Voice of Consumer on
Underperforming Page
 Benchmark
 Competitive Analysis – Show How Much Better Your
Competitor is Doing
 Run a Small Experiment with a Friendly Sub-site
 Hire a Consultant

25. Resources
• Avinash Kaushik, Web
Analytics 2.0
• Occam’s Razor,
http://www.kaushik.net
• Daniel Weisberg
• http://online-behavior.com/
• http://conversionjourney.co
m/
• Avi Hein
• http://www.avihein.com
• http://www.theclinegroup.com

26. About Avi
 Advisory Board, The Cline Group
 Global Marketing Manager, Typemock
 www.avihein.com
 avihein@gmail.com

27. Thank You!
www.avihein.com