Daniel Riveong. General Manager of e-storm in Kuala Lumpur delivered this presentation at New Media Asia conference this year.

1. Beyond Google Analytics
Beyond Google Analytics
At New Media Asia 2011
Presented by Daniel Riveong
11 May 2011

2. Who is e-storm and Daniel?
E-storm !
Hiring
• Over 12 years in the digital space, with offices in Sanre
We’ Francisco US),
Lille (France), and Barcelona (Spain)
• Focus on two major areas:
1. Marketing Research, Strategy and Analytics
2. Channel expertise in SEO, PPC, Display, Social Media
• Main clients are: B2B Software, Education, Retail, Education
Daniel Riveong
• With e-storm for over 5 years, previously Director for Marketing
Services before GM of Malaysia
• Been in industry for ~15 years as a web developer/designer and
SEO person
2 ® 2011 e-storm international

3. DIGITAL TRENDS:
WHY DO WE
NEED MORE
ANALYTICS?
3 ® 2011 e-storm international

4. Trends in the Digital Space
1. Digital Platform Proliferation: Beyond http://www.website.com
“I need a website” “I need a content platform
& strategy”
4 ® 2011 e-storm international

5. Trends in the Digital Space
2. Customer Behavior Gets More Complex
Clicks
Sees Browse
Facebook
Display Ad Website
Ad
Sees
Sees TV Browse Download
GroupOn
Ad Website Product
Email
5 ® 2011 e-storm international

6. Trends in the Digital Space
3. Can Marketing be Profit Center instead of Cost Center?
CFO/CEO: “Cool website!” CFO/CEO: “Why we are
spending so much time and
money on this?”
6 ® 2011 e-storm international

7. Trends in the Digital Space
Marketers’ Needs Have Also Changed
• I need….
• Google Analytics for my website to track keywords and clicks
• I need to understand
1. …Analytics data on my Facebook, Mobile Apps, Twitter?
2. …How can I increase efficiencies of my marketing campaign?
3. …How does running Display impact Paid Search?
Today, we will go over simple, low-cost solution to tackle
the baove
7 ® 2011 e-storm international

8. High Level View of
Different Analytics Tools
In ~45 minutes touch on the
following answers questions
like:
1. How can I increase
efficiencies of my
marketing campaign?
2. How does running
Display impact Paid
Search?
3. Analytics data on my
Facebook, Mobile
Apps, Twitter?
8 ® 2011 e-storm international

9. Increasing Marketing Efficiency
THE CASE FOR
CONVERSION OPTIMIZATION
9 ® 2011 e-storm international

10. Conversion Rate Optimization
Doing more with less….
We need more….
Micro-conversions: Conversions:
Facebook Likes Register, Download
Should we…
Throw more money Make it easier for
to increase traffic? to like, download?
Conversion Rate Optimization (CRO) makes sure you’re
doing the most with the media budget and
clicks/visits that you have.
10 ® 2011 e-storm international

11. Conversion Rate Optimization
Relying on Data instead of Battling Opinions…
You’re client prefers the “ugly version” you
hate….
Look at it, it is And wouldn’t that
hideous! hurt sign-ups?
Maybe you can’t argue against your boss,
so let the data do win!
Conversion Rate Optimization (CRO) changes the
conversion from “who’s favorite design gets to go live?” to
“based on the data, which design works best to convert?”
11 ® 2011 e-storm international

12. Conversion Rate Optimization
Which Promotion Offer Won?
A
Question:
Which
version
lifted
sales by
+20%?
B
12 ® 2011 e-storm international

13. Conversion Rate Optimization
Which Promotion Offer Won?
A
Winner:
Version B
Version B,
with just the
“free
delivery”
benefit, got
B
a 27.3% lift
in total
number of
purchases.
13 ® 2011 e-storm international

14. Conversion Rate Optimization
Longer Form v. Multi-Step Form?
A B
3-Step Form
Question:
Which version led to +100
more accounts per month?
14 ® 2011 e-storm international

15. Conversion Rate Optimization
Longer Form v. Multi-Step Form?
A B
3-Step Form
Winner: Version B
The winning page got 14.9% more
submitted applications for Merchant
Warehouse which resulted in 100+ more
new accounts per month.
15 ® 2011 e-storm international

16. Conversion Rate Optimization
Tools to do Conversion Rate Optimization
Tools Available Basic Features
• Entry Level (Free) • Allows you to use a single
page to test multiple elements:
• Call-to-Action
• Lower/Medium Level • Copy
• Colors
• Layouts
• Form Lengths
• Pictures/Graphics
• Tests can be done for
• High End • Registration Forms
• Actions: Likes, Downloads
• Time on Site
• All do statistical analysis to
® 2011 e-storm international
assure statistical relevance
16

17. Conversion Rate Optimization
Vertster: Testing Different Elements
17 ® 2011 e-storm international

18. Conversion Rate Optimization
Vertster: Testing Multi-Page Forms
18 ® 2011 e-storm international

19. Conversion Rate Optimization
Bonus: Qualitative Measurements
While Analytics Data can user behavior asking the Customer can help
understand user intent behind that behavior. Here are alternatives to
expensive panels and group testing:
• Survey Data
• Live Usability Testing
• ////
19 ® 2011 e-storm international

20. Multi Channel People, Multi-Channel Data
MULTI-CHANNEL REPORTING
20 ® 2011 e-storm international

21. Multi-Channel Reporting
The Long Path to Conversion
Paid PPC Visits
Twitter Links
Direct, SEO Visits
Display Impressions & Clicks
21 ® 2011 e-storm international

22. Multi-Channel Reporting
The Long Path to Conversion: Who Gets Credit?
Conversion Path
• SEO > Twitter Link > Display Impression > PPC Ad > Purchase
Who Gets the Credit?
Typical Last-Click Report (GA by Default)
• SEO > Twitter Link > Display Impression > PPC Ad > Purchase
Why should the PPC Ad get all the credit?
What role did SEO, Twitter, and Display play?
22 ® 2011 e-storm international

23. Multi-Channel Reporting
Conversion Path
Conversion Path & Attribution
SEO > Twitter Link > Display Impression > PPC Ad > Purchase
{Introducer} {Influencer} {Closer}
Ask Your Marketers:
• If PPC Ad was for “CompanyName.com.my” keyword, should it get
credit for the purchase?
• Can Display drive brand awareness *and* ROI online?
• How do we “attribute” credit to the “introducer”, the “influencer” and
the “closer” channels?
23 ® 2011 e-storm international

24. Multi-Channel Reporting
Revealing Additional Value via Attribution
Display % Search Lift
• Typical Impact of Advertising in
Attribution News & Media 144%
1. See full impact of Retail 69%
Television/Radio on Travel & Tourism 274%
Online Behavior Property & Real 125%
Estate
2. See greater value of
Personal Finance 125%
Display and Social
Health 260&
Media
3. See impact of Display ComScore Ad Effectiveness Data
beyond Branding to
sales
24 ® 2011 e-storm international

25. Multi-Channel Reporting
Foundational Attribution w/ BrightTag & TagMan
• Foundational Attribution is possible with tools like
TagMan and BrightTag
• Implementation is similar to that of Google Analytics,
tagging links, webpages, display URLs etc
Above can already communicate impact of
Display, Search and Email on each other
25 ® 2011 e-storm international

26. Multi-Channel Reporting
High-End Examples: ClearSaleing
• ClearSaleing allows for attribution at a keyword-
by-keyword level and also specific creative
campaigns
• Understand which campaigns really create impact
on conversion
26 ® 2011 e-storm international

27. Multi-Channel Reporting
High-End Examples: Visual IQ
Forecast different changes to budgets and impact on
channel performance and ROI
27 ® 2011 e-storm international

28. Multi-Channel Reporting
Tools to Consider
Entry Level
• Google’s DoubleClick DART (not officially supported by DART)
• Google Analytics Multi-Channel Funnel (Pilot Beta)
Lower-Middle Level
• BrightTag
• TagMan
High-End Solutions (Integrates CRM, Offline; Forecasting Models)
• X+1
• Coremetrics
• Clearsaleing
• Visual IQ
Best Tool: Analytics person who love data and gets the
marketing goals, business goals
28 ® 2011 e-storm international

29. Multi-Channel Reporting
Google Multi-Channel Funnels: Value of Assists
l (P ilot)
S! el Funne
NUhann
BO -C
sM ulti
na lytic
gle A
Goo
29 ® 2011 e-storm international

30. Multi-Channel Reporting
Google Multi-Channel Funnels:
Brand Search v. Referral v. Social
t)
! Funnel ( Pilo
US nnel
ON-Cha
B lti
ic s Mu
nalyt
gle A
Goo
30 ® 2011 e-storm international

31. Analytics data on Facebook, Mobile Apps, Twitter?
MULTI-PLATFORM WORLD
31 ® 2011 e-storm international

32. Multi-Platform World
Getting All
Major Analytics solutions like Visual IQ and ClearSaleing
can integrate CRM, Offline, Online…
32
but how can you start today?
® 2011 e-storm international

33. Multi-Platform World
Facebook Insights for Websites
• Track beyond your
Facebook Page…
• …Link the Facebook
activity into
• Activity that can be
tracked
• Visits to website
• Like Button
Reports
• Shares • Go to Insights > Click on “Insights for your
website”
• Comment Box
33 ® 2011 e-storm international

34. Multi-Platform World
Facebook Insights for Websites: Report
72 Facebook Posts, Amplified 225x by Shares to total:
16,228 Impressions, 104 Clicks
34 ® 2011 e-storm international

35. Multi-Platform World
Google Analytics for Mobile Apps!
Ask the Google Guys at the Workshop!
• Google Analytics goes
beyond Websites!
• SDK and Compatibility
• iOS
• Android
• Mobile Websites
35 ® 2011 e-storm international

36. Multi-Platform World
YouTube Analytics: What drives subscription?
Identify which video drove the most subscriptions.
36 ® 2011 e-storm international

37. Multi-Platform World
YouTube Analytics: Am I hitting the right demo?
Demographic by channel, content, and video-level.
37 ® 2011 e-storm international

38. Multi-Platform World
Call Tracking: Example
Channel
Ad
Group
Phone
URL
Parameter
Google
Red
Case
880-­‐188
buy.html
id=188
Google
Blue
Case
880-­‐288
buy.html
id=288
TheStar.com.my
Red
Case
880-­‐588
buy.html
id=588
User clicks on ad from TheStar.com.my to buy.html?id=588
Page captures “388” code in the URL, uses it to populate the phone number.
Call Center: BONUS:
Track calls, sales This data can be
from each number: sent back into
188, 288, 388 Google Analytics
for easier reporting
38 ® 2011 e-storm international

39. RECOMMENDATIONS &
TAKEAWAYS
39 ® 2011 e-storm international

40. Recommendations & Takeaways
Three Takeaways
1. On Conversion Optimization…
• Use Google Website Optimizer to test webpages performance to
increase Facebook Likes to Registration Forms. Lifts can be as high
as 20-30%
2. On Multi-Channel Reporting…
• Be smarter in understanding how channels influence each other,
identify how Display can help Social Media, Social Media on PPC
Clicks and so on
• Check out solutions like TagMan, BrightTag, or use DoubleClick
DART
3. On Multi-Platform Reporting…
• Are you tracking everything you should? Calls? Android Apps?
Facebook impact on websites? Videos leads to subscription?
40 ® 2011 e-storm international

41. Recommendations & Takeaways
Thank You!
• Follow-up questions via
@DanielRiveong
• Get the presentation by
• Dropping me a card
• @DanielRiveong
• http://e-storm.com
Yes! We’re Hiring in KL:
SEO Manager, PPC Manager, Designers, Open Source Developers,
41 ® 2011 e-storm international

42. Recommendations & Takeaways
Credits and Sources
• Slide 3:
• http://www.flickr.com/photos/96dpi/4032198061/sizes/l/
• Slide 8:
• http://www.flickr.com/photos/furryscalyman/396115762/sizes/z/
• Slide 9:
• http://www.flickr.com/photos/dmpop/4357344274/in/faves-djpr/
• Slide 10:
• http://www.flickr.com/photos/auyongcheemeng/141307748
• Slide 12-13
• http://whichtestwon.com/product-page-tile-test?pollid=139
• Slide 14-15
• http://whichtestwon.com/test-1-results?pollid=1
• Slide 31:
• http://www.flickr.com/photos/superamit/4569922802/sizes/l/
• Slide 39:
• http://www.flickr.com/photos/freddyfromutah/4424199420/
42 ® 2011 e-storm international