Do you know the real story your data is telling you, or are you still stuck reading a fairytale? Insights Consultant Emma Haslam spoke about the subject at Brighton SEO 2014.

1. 12th Sept 2014
4Ps Marketing
Do you know the real story your
data is telling you?
@4PsMarketing
@ehaslam
#4PsInsights

2. Agenda
 Introduction – setting the scene
 Planning
 What tools in Universal Analytics you can use?
 Summary
 My Tips
 Questions

3. Introduction
 Who here has ever been presented with a massive Excel
document and had to sift through sheets of data to find your
nugget of information?
 Are you ever asked to find out a crucial piece of information for
a meeting that’s in 30 minutes?
 Would your Content Team know how much they contribute to
your revenue?

4. Identifying your buckets
of data

5. Planning
1
2
3
5
4

6. What is a Measurement Plan?
The 5 Steps of your Measurement Plan:
1. Set your business objectives
2. Strategies and tactics
3. Choose KPIs
4. Segments
5. Targets

7. Measurement Plan + Em’s Step
1. Define who all your stakeholders are
2. Set your business objectives
3. Identify strategies and tactics
4. Choose KPIs
5. Segments
6. Targets

8. Who Are Your Stakeholders?
Possible Stakeholders
Investors
CEO
Marketing Directors
Content Team
Merchandising
IT
Account Managers
Financial Director

9. Defining Who Needs What – B2C
Sales
CEO
Revenue
Sales &
Revenue
by product
Account
Manager
Landing
Pages
Individual
Marketing
Channels

10. B2C KPIs & Insights
KPI
 Sales
CEO Insight
Insight: Sales were up month on month by 3% from our summer sale.
Action: Create a segment of new customers to use in a remarketing
campaign
Impact: Increase repeat business activity
Account Manager Insight
Insight: Sales were down in the jackets product category due to
seasonality as we move into summer.
Action: Run an end of season clearance sale
Impact: Clear remaining stock and make additional revenue

11. B2C KPIs & Insights
KPIs
 Revenue
CEO
Insight: Revenue is in-line with our Year on Year seasonality
Action: Look for any seasonal dips coming up and plan marketing
accordingly
Impact: Pre-empt seasonal decline in revenue
Account Manager
Insight: PPC campaigns with deep linked landing pages increased
paid search revenue by 5% on last month.
Action: Review the landing pages of up and coming campaigns.
Impact: Better user experience and increased conversions

12. Defining Who Needs What – B2B
Leads
Generated
CEO
Lead – Sale
Conversion %
Which brochures
were downloaded
Account
Manager
Which forms
were
submitted
Phone calls
made vs.
answered

13. B2B KPIs & Insights
KPI
 Lead generations
CEO Insight
Insight: Leads are up 2.1% this quarter after streamlining the main
enquiry form.
Action: Repeat this with our remaining forms.
Impact: Increased form submissions and decreased abandonments
Account Manager Insight
Insight: Brochure downloads from mobile Organic search are up on
last quarter.
Action: Ensure all our brochures on the site are mobile and tablet
friendly and run PR campaign on it
Impact: Increased leads from mobile and tablet users

14. B2B KPIs & Insights
KPIs
 Revenue
CEO Insight
Insight: Revenue is down month on month after changing our phone
call tracking system
Action: Run in-house training on the new system.
Impact: More calls answered and completed successfully
Account Manager Insights
Insight: More customers upgrading from the demo to full products
online from email marketing
Action: Do further analysis on demographics of customers upgrading
and tie back into PPC Campaigns
Impact: Larger volumes of upgrades

15. Defining Who Needs What – B2C & B2B
Error
Messages
IT
Drop outs
on
payment
page
Page Load
Speed
Mobile
Site

16. Tools You Can Use to
Create Your Buckets

17. What Tools Are Available?
Now you’ve defined who in your business needs what data how do
you create all of these different buckets?
 Segments
 Custom Reports
 Dashboards
 Shortcuts
 Enhanced Ecommerce
 Query Explorer
 API

18. Segments
Segments are customised filters that let you create subsets of data.
 Create segments on a session or user basis
 Create up to 1000 segments per account and 100 per user, per
view.
 They can be used in remarketing lists
 Based on demographics, technology, behaviour, traffic sources
to name a few.

19. Custom Reports
 A custom report is a report that you create outside of what
Google Analytics provides as standard.
 You pick the dimensions and metrics
 Decide on the display.
 Also add filters.

20. Dashboards & Shortcuts
 Dashboards display summaries of different reports
 Monitor many metrics at once
 Perfect for top level reporting
 Create up to 20 dashboards
 Create a shortcut for any standard
report you then tailor

21. Enhanced Ecommerce
A brilliant new addition to Universal Analytics.
 Impressions, views and clicks on products
 Performance of promotions
 Refunds
 Flow through the checkout funnel
 Flow through the whole shopping journey
 Adds to cart and removals
 Coupons and vouchers redeemed

22. In Summary - Our 3 Questions
1. Who here has ever been presented with a massive Excel
document and had to sift through sheets of data to find your
nugget of information?
Planning Stakeholders

23. In Summary – Question 2
2. Are you ever asked to find out a crucial piece of information
for a meeting that’s in 30 minutes?

24. In Summary – Question 3
3. Would your Content Team know how much they contribute to
your revenue?
SEGMENTS

25. My Tips
 Planning is crucial
 Think of your business as a whole
 This process is never finished – use the insights
 Make time to play with your analytics tool
 Talk to each other

26. Any Questions?
Get In Touch:
Web: http://www.4PsMarketing.com
Tel: 0207 607 5650
Twitter: @4PsMarketing
@ehaslam