1. Analytics for Marketers
Alberto Cantor | Product Strategist at RBM
acantor@redbricksmedia.com
@albcantor

2. Brief Introduction
is an agile content strategy agency with deep vertical
expertise in SEO & social
About me: I’ve been involved with analytics for over four years, using a
great variety of tools such as GA, Sitecatalyst, Optimizely, Brightedge,
etc.

3. Questions:
How many of you use analytics everyday?
Are you a beginner, mid, or analytics pro?
Are you involved in reporting?

4. Agenda
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•
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Analytics intro
How to start
Common digital strategies
Setting up analytics
Using analytics for marketing
o Focus on multi channel funnels and attribution

5. Starting with analytics

6. How important are analytics?
They are very very very very very very important

7. Who do You Need to Measure Analytics Successfully?
1. Someone who understands the business
objectives and strategies
2. Someone who understand analytics (or is not
afraid of them)
3. Someone with “technical” skills

8. How do you start?
Define measurement plan
Implement
Measure and refine
Document tech infrastructure
Create an implementation plan

9. Common digital strategies
Ecommerce
sell products / services
Lead Gen
collect leads
Content
engagement and frequency
Online Info
help customers
Branding
awareness, loyalty

10. Always start by:
1. Defining the business objectives
2. Identifying strategies and tactics to support
business objectives
3. Choosing your KPIs
4. Choosing segments
5. Choosing targets

11. You created your
measurement plan… now it’s
time to set up your analytics

12. Dimensions Vs. Metrics
Qualitative
Quantitative

13. Actions
Vs.
Events

14. Time
Metrics
and
Bounce
Rate

15. Properties
and
Custom Reports

16. Main Differences:
1. You can examine historical
Filters
and
Segments
1. You can see and compare
multiple advanced segments side
by side in reports
1. A filtered view is usually the best
choice if you want to always
exclude a certain kind of traffic
from your analysis
1. If you want to limit some users'
access to only a subset of data,
you should set up filtered views
for this instead of using advanced
segments.

17. Goals!
1.
2.
3.
4.
Destination goal
Event goal
Pages per visit
Time on site

18. Ecommerce Tracking

19. Using Analytics for Marketing
Purposes

20. Audience

21. Acquisition

22. Adwords

23. Social

24. Behavior

25. Funnels - Visitor Path

26. Conversions

27. Multi Channel Funnels

28. MCF - Top Conversion Paths

29. MCF - Time Lag

30. MCF - Path Length

31. Attribution

32. Attribution

33. Recap
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Analytical profile
Preparing for analytics
Common digital strategies
Setting up your analytics
Audience
Acquisition
Behavior
Conversions
o Multi channel funnels

34. Questions