Deep dive into the world of analytics for the DIT Digital Marketing Forum (January 18th 2011)

1. Digital Marketing Forum
18 January 2011
Analytics

2. Quick introduction
User experience consultancy
www.iqcontent.com
@laurenceveale

3. Pop-quiz
what’s the search term?
Source: Google Insights for search

4. Pop-quiz
what’s the search term?
Feb 7-13
Mar 7-13
Source: Google Insights for search

5. Pop-quiz
what’s the search term?
Feb 7-13
Mar 7-13
Source: Google Insights for search

6. Pop-quiz
what’s the search term?
Feb 7-13
Mar 7-13
Source: Google Insights for search

7. Pop-quiz
what’s the search term?
Jan 5-7 2011
Source: Google Insights for search

8. Pop-quiz
what’s the search term?
Jan 5-7 2011
Source: Google Insights for search

9. Competitive insight
Seizing opportunities
1.VHI
2. Aviva
3. Quinn
Source: Google Insights for search

10. DIT are running a poster campaign
on the Luas for their postgrad in
advertising & digital comms

11. The ad
If you know what this is then you’re already
ahead of the curve. Stay there with a
postgrad in advertising & digital communications.
www.dit.ie/curve

13. How we’ll collect data
http://www.dit.ie/online-
marketing/
?utm_source=luasads
&utm_medium=outdoor
&utm_campaign=admasters

14. This is where we’ll analyse it

15. What now?
• Was the campaign a success?
• How do we define success?
• Will we do it again & elsewhere?
• Are QR codes worth using?

16. Decisions

17. Faith

18. Committee

19. HiPPO

20. data
We prefer the discipline of knowledge
to the anarchy of ignorance.
We pursue knowledge the way a pig
pursues truffles - David Ogilvy

21. Using data
• More effective marketing
• Improve our customers' online experience
• Where to invest & not invest

22. Data in action

25. Should they spend money on
internationalising their website?

26. “While we're on the subject of international
adventures, it should be noted that Twitter
has officially launched in Japan. We
noticed a significant percent of Twitter
usage consistently originating from
Japan despite the fact that our service
is in English. This highlighted an
opportunity for us to make Twitter better
so we worked with our partner in Japan,
Digital Garage to launch a Japanese
version of Twitter”.
Biz Stone

27. Problem with data

28. The real world looks a
lot like this

29. Drowning in data
Too much data, too little insight

31. A new definition
• Understanding the impact of your efforts
by analysing "outcomes"
• Understanding your customers’ behaviour
better
• Continuous improvement through
experimentation

32. Analytics maturity
1. Collecting data & some ad hoc reporting
2. Reporting data regularly
3. Deriving some insights
4. Continuous improvement

33. We need an approach to
analytics if we are to be successful

34. Analytics process
• Focus on the right data & outcomes (KPIs)
• Look for insights
• Take action & test
• Measure results
• Repeat

35. Key metrics
Bounce rate
Conversion rate
Visits/visitors
Traffic sources
Keywords
... & whatever matters most to your business

36. Reporting

37. KPIs
1. Determine what type of site you have.
2. Determine your unique needs and
objectives. Why does your site exist?
3. Less is more. Make your KPIs simple &
accurate.
4. Make them actionable.

38. Successful metrics
Simple : I get it
Relevant: that matters
Useful: let’s fix it

39. Reporting
Something interesting happened here.

40. So, where did this
traffic come from?

41. But did it matter?
No.

42. Economic value

43. Which half?

44. Conversion funnel
Visitors
1 Customer
Details
2 Review
Purchase
Details
3 Payment
Details
4 Complete an
order

45. Checked out
65 visitors finished | 25.59% funnel conversion rate
Why?

46. Using data as an agent
for change

47. Last Monday at 5:13 PM we removed
CAPTCHA from Sampa.
The result: 9.2% improvement on our
conversion rate!
Marcelo Calbucci
http://marcelo.sampa.com/

49. What’s missing?
All this data
tells us what
but not
why

50. How do we answer
“the why question”?

54. New dog, old tricks

55. "The headline is
the most important
element. It is the
telegram which
decides the reader
whether to read the
copy"

56. What to test?

57. Buy now Add to cart
Buy now Add to cart
Buy now Add to cart
Buy now Add to cart

58. What works
and what works better?
“Two for the price of one”
OR
“Buy one get one free”

59. What works
and what works better?

60. This one?

61. Or that one?

62. What else matters?

63. Tested with the market

66. Questions?