How to use analytical software (such as Google Analytics) to measure your marketing successes and find new opportunities. Agenda: 1. Goals and Benchmarks: Defining how marketing tactics will become successful. 2. Measure: How to analyzed the data to create actionable insights. 3. Adjust: How to create a hypothesis and continue to test it.

1. BUILDINGYOUR
ONLINEBRAND
Analytics

2. DANNICHOLSON
Campaign Analyst
( Rain Man )

3. WHATISANALYTICS?

4. WHATDOESITLOOKLIKE?

5. AGENDA
Goals & Benchmarks
How to Tell When We’re Successful1
Measure
Analyze the Data to Create Actionable Insights2
Adjust
Hypothesize, Test and Repeat. Always.3

6. GOALS&
BENCHMARKSHow to Tell When We’re Successful

7. THEROADMAP
Campaign Goals
The way to measure success of the business objectiveB
Business Objectives
The achievement that the business is striving towardsA
Primary & Secondary Goals
Planning Which Data to Capture to Prove SuccessC
Benchmarks & Targets
Quantifying the Campaign Goals to Prove SuccessD
Measurement Landscape
Putting it all Together to Measure Success-

8. BUSINESSOBJECTIVE
A “Business Objective” is a detailed picture that
allows a business to achieve a stated aim. These
need to be specific, clear and easy to understand in
order for the business to know what progress it has
made towards achieving the objective.
Examples: Improve Internal Communications,
Execute and Maintain a CRM Process that is
Producing Results

9. SEPARATENEEDS
It’s all about the bottom line…
We need people to donate…
Tickets won’t sell themselves…
More impressions mean more sales…
$$$$$$
Audience
?????
I can’t find anything…
This site is too slow…
It’s not mobile optimized…
This isn’t what I’m looking for…
Business

10. ALIGNOBJECTIVES
WHAT
HOW
WHY
To find and release the potential in people,
brands and organizations.
WHYWEEXIST
Constructive Transparency, Healthy Relationships,
Collaborative Creativity, Intentional Leadership.
HOWWEOPERATE
We help brands find, engage and connect with the
changing heartland audience.
WHATWEDO

11. SUCCESSFULALIGNMENT
WHATTHEY
CAREABOUT.
WHATWE
WANTTOSAY.
Business Objectives Audience Goals
SUCCESSFUL
CONTENT

12. WE’REACOMPANY
The Bottom Line Matters

13. LEADERSHIPTEAM The Vision

14. BUSINESSOBJECTIVES
• Develop optimal service levels
for every client type.
• In-depth knowledge of client’s
industry and client’s client.
• Be keenly aware and
accountable to our
performance.
• Build long-term assets for
client’s owned media.
To find and release the potential in people, brands and organizations.
CLIENTINTIMACY
• Become (and be recognized as)
knowledge leaders.
• Attract and maintain our unfair
share of the top 50%.
• Become a culture of intentional
leaders.
INTENTIONALCULTURE

15. INTENTIONALCULTURE
CLIENTINTIMACY

16. THEROADMAP
Campaign Goals
The way to measure success of the business objectiveB
Business Objectives
The achievement that the business is striving towardsA
Primary & Secondary Goals
Planning Which Data to Capture to Prove SuccessC
Benchmarks & Targets
Quantifying the Campaign Goals to Prove SuccessD
Measurement Landscape
Putting it all Together to Measure Success-
Campaign Goals
The way to measure success of the business objectiveB

17. CAMPAIGNGOAL
The “Campaign Goal” is the over-arching goal for
the tactics you are executing through-out a
campaign, be it marketing or otherwise.
Example: Hire for an Open Position

18. SETTINGUPCAMPAIGNGOALS
Choose a Business Objective
Pick an objective that’s right for you and your team1

19. • Develop optimal service levels
for every client type.
• In-depth knowledge of client’s
industry and client’s client.
• Be keenly aware and
accountable to our
performance.
• Build long-term assets for
client’s owned media.
To find and release the potential in people, brands and organizations.
CLIENTINTIMACY
• Become (and be recognized as)
knowledge leaders.
• Attract and maintain our unfair
share of the top 50%.
• Become a culture of intentional
leaders.
Become (and be recognized as) knowledge leaders.
INTENTIONALCULTURE
BUSINESSOBJECTIVES

20. SETTINGUPCAMPAIGNGOALS
Break Out into Themes
What content do you want to produce?2
Choose a Business Objective
Pick an objective that’s right for you and your team1
Speaking Engagements Written Content
Visualize the Landscape
Where do you want your content to live?3
White PapersSpeaking
Follow-Ups
Become (and be recognized as) knowledge leaders.
✓
Provide Written Content from Our Leaders
✓
✓
Provide Written Content from Our Leaders
Choose Something to Measure
Where would you like to start?4 Blog Posts

21. THEROADMAP
Campaign Goals
The way to measure success of the business objectiveB
Business Objectives
The achievement that the business is striving towardsA
Primary & Secondary Goals
Planning Which Data to Capture to Prove SuccessC
Benchmarks & Targets
Quantifying the Campaign Goals to Prove SuccessD
Measurement Landscape
Putting it all Together to Measure Success-
Primary & Secondary Goals
Planning Which Data to Capture to Prove SuccessC
Benchmarks & Targets
Quantifying the Campaign Goals to Prove SuccessD

22. PRIMARYGOAL
A “Primary Goal” (also known as a “Macro Goal”) is
the one conversion you’re campaign is trying to
achieve. This is typically the reason why your
website exists today.
Examples: Sale of a Product, Client Leads

23. SECONDARYGOALS
A “Secondary Goal” (also known as a “Micro Goal”)
is one of multiple steps that happen along the way
towards the primary goal. There are typically
multiple secondary goals and they provide more
insight to what’s happening and where.
Examples: Views of a Video, Time Spent on a Page

24. SETTINGUPPRIMARY&SECONDARYGOALS
Review Your Website’s Sitemap
Find areas that you want a user to achieve an action.1

25. Blog
Single Post
Deconstructing SEO
Multiple Blog Posts
Contact Us
Telephone, Address, Email
Home
Campaign Goal
The way to measure success of the business objectiveB
Information Hub
Become (and be recognized as) knowledge leaders.
Business Objectives
The achievement that the business is striving towardsA
Provide Written Content from Our Leaders

26. Blog
Single Post
Deconstructing SEO
Multiple Blog Posts
Contact Us
Telephone, Address, Email
Primary Goal
Generate Inbound Leads from Prospective ClientsC1 Secondary Goal
Readership of each Blog Post posted by Think ShiftC2
Home
Information Hub
Campaign Goal
The way to measure success of the business objectiveBBecome (and be recognized as) knowledge leaders.
Business Objectives
The achievement that the business is striving towardsA
Provide Written Content from Our Leaders

27. SETTINGUPPRIMARY&SECONDARYGOALS
Review Your Website’s Sitemap
Find areas that you want a user to achieve an action.1✓
Benchmarks and Targets
Review historical data to create a logical, and attainable, target.3
Contact Us
Telephone, Address, Email
Home
Information Hub
Metrics and Dimensions
Figure out which metrics and dimensions apply to your goals.2

28. METRICS
A “Metric” measures the data. It is best to think of
them as the “How Many” or “How Much” of the
question you’re asking yourself.
Examples: How many times was the Email Us
button clicked?

29. DIMENSIONS
A “Dimension” describes the data. It is best to think
of them as the “What” or “Which” of the question
you’re asking yourself.
Examples: Which cities clicked the Email Us button?

30. BENCHMARK
A “Benchmark” is a historical point of reference in
which we can compare our current success.
Examples: 20 Email Us button clicks in July 2013

31. TARGET
The “Target” is a point of reference that’s based off
of the historical “Benchmark” that should above it,
but is logically attainable.
Examples: 50 Email Us button clicks in July 2014

32. Blog
Single Post
Deconstructing SEO
Multiple Blog Posts
Contact Us
Telephone, Address, Email
Home
Information Hub
• Number of Client Leads received per blog post in 2014
Benchmark: 2 leads per blog post
Target: 3 leads per blog post
Primary Goal
Generate Inbound Leads from Prospective ClientsC1

33. Blog
Single Post
Deconstructing SEO
Multiple Blog Posts
Contact Us
Telephone, Address, Email
Home
Information Hub
• Ratio of Time Spent Reading a Blog Post in 2014
Benchmark: 50% of Avg. Reading Time per Blog Post
Target: 75% of Avg. Reading Time per Blog Post
• Number of Pageviews across all Blog Posts in 2014
Benchmark: Avg. 50 Pageviews across all Blog Posts
Target: Avg. 100 Pageviews across all Blog Post
Secondary Goals
Readership of each Blog Post posted by Think ShiftC2
WHY?

34. SETTINGUPPRIMARY&SECONDARYGOALS
Review Your Website’s Sitemap
Find areas that you want a user to achieve an action.1✓
Benchmarks and Targets
Review historical data to create an attainable target.3
Contact Us
Telephone, Address, Email
Home
Information Hub
Metrics and Dimensions
Figure out which metrics and dimensions apply to your goals.2✓
• Number of Client Leads received per blog post
• Ratio of Time Spent Reading a Blog Post in 2014
• Number of Pageviews across all Blog Posts in 2014
• 2013: Two Leads 2014: Three Leads
• 2013: 50% Time Read 2014: 75% Time Read
• 2013: 50 Pageviews 2014: 100 Pageviews
✓

35. THEROADMAP
Campaign Goals
The way to measure success of the business objectiveB
Business Objectives
The achievement that the business is striving towardsA
Primary & Secondary Goals
Planning Which Data to Capture to Prove SuccessC
Benchmarks & Targets
Quantifying the Campaign Goals to Prove SuccessD
Measurement Landscape
Putting it all Together to Measure Success- Measurement Landscape
Putting it all Together to Measure Success-

36. Business Objective
Campaign Goal
$ 2nd2nd2nd
Company’s Vision and Why We Exist
Campaign Goal
$ 2nd2nd2nd
Business Objective
Campaign Goal
$ 2nd2nd2nd
Campaign Goal
$ 2nd2nd2nd
MEASUREMENTLANDSCAPE}
MEASURE
}
ADJUST
LET’SRECAP…

37. Campaign Goal
Provide Written Content from the Leaders of Think ShiftB
Business Objective
Become (and be recognized as) knowledge leadersA
Why We Exist
To find and release the potential in people, brands and organizations.-
Generate Inbound Leads from Prospective Clients
Primary GoalC1
Secondary Goals
Readership of each Blog Post posted by Think ShiftC2
Number of Client Leads Received per Blog Post
Number of Pageviews across all Blog Posts
Ratio of Time Spent Reading per Blog Post

38. MEASUREAnalyze the Data to Create Actionable Insights

39. MEASURE
Track Inbound Links
Some assembly required…-
Begin the Campaign
Tell someone about your content-
Wait…
Decide when you want to start measuring your data-
Collect Your Data
Review your data and begin analyzing-

40. PAID
WAYSTOTHEMESSAGEOUT
• What we have full control over and can push out as a company
• Messaging shared through word of mouth channels
• Advertising in a more traditional sense
We break our communications into three types.
OWNED
EARNED
...

41. EARNEDMEDIA
• Popular method for sharing
more casual and conversational
information
This campaign we’re going to focus on using Facebook and LinkedIn
FACEBOOK
• Highly targetable, with a strong
focus on business content
LINKEDIN
• Think Shift has a large and
engaged Facebook Audience
• Think Shift will be able to reach both
potential clients and potential job
applicants

42. MEASURE
Track Inbound Links
Some assembly required…-
Begin the Campaign
Tell someone about your content-
Wait…
Decide when you want to start measuring your data-
Collect Your Data
Review your data and begin analyzing-
Track Inbound Links
Some assembly required…-

43. TRACKINBOUNDLINKS
Blog
Single Post
Deconstructing SEO
Multiple Blog Posts
Home
Information Hub
http://thinkshiftinc.com/blog/blog-post/
URL Link
+ UTM Cookie
= Tracked URL
+ URL Shortener
= Shareable URL
http://thinkshiftinc.com/blog/blog-post/?utm_source=Facebook&utm_medium=Share&utm_content=Demo&utm_campaign=BYOB
GOOGLECHROME
Google URL Builderhttps://support.google.com/analytics/answer/1033867?hl=en
http://thinkshiftinc.com/blog/blog-post/
Facebook
Share
Demo
BYOB
http://bit.lyhttp://bit.ly/1G2hx3

44. MEASURE
Track Inbound Links
Some assembly required…-
Begin the Campaign
Tell someone about your content-
Wait…
Decide when you want to start measuring your data-
Collect Your Data
Review your data and begin analyzing-
Wait…
Decide when you want to start measuring your data-
Collect Your Data
Review your data and begin analyzing-

45. PRIMARYGOAL Generate three client leads.

46. SECONDARYGOAL Generate an average of 100 views of our blog posts each month

47. SECONDARYGOAL Maintain an average of read time of 75% of the total post length

48. ACHIEVED
Goal: 75% Average Read Time on Page
100 Views of Blog Pages
• Time on Page Averaged 75%
• Visitors 90
Goal: 3 Leads
• Obtained 3 Leads
SUMMARYOFRESULTS
Results:
1 Lead from Facebook
2 Leads from LinkedIn
PRIMARYGOAL: SECONDARYGOAL:
Results:
70% Average Read Time on Page from
60 Facebook Pageviews
85% Average Read Time on Page from
30 LinkedIn Pageviews
PARTIALLYACHIEVED

49. ADJUSTHypothesize, Test and Repeat. Always.

50. ADJUST
Hypothesize
Ask questions based off what you see in the data.1
Run a Test
Repeat the measurement section with new ideas2
2013: Two Leads 2014: Three Leads
2013: 50% Time Read 2014: 75% Time Read
2013: 50 Pageviews 2014: 100 Pageviews
1 Lead 70% 60 Pv
2 Lead 80% 30 Pv
Impressions
Quality Leads
Track Inbound Links
Some assembly required…-
Begin the Campaign
Tell someone about your content-
Wait…
Decide when you want to start measuring your data-
Collect Your Data
Review your data and begin analyzing-

51. TYPESOFADJUSTMENTS
A B
A/B Testing
!?
UX Testing Web Analytics

52. Core
Audience
Blog Post
Potential
Leads
Two-Way Communication
One-Way Communication
Prize
Information Hub
Paid Media
Earned Media
...Relations
Event
Article
Coupon
Potential
Employees
Job Position
Listings
Careers Blog
Topic
Blog Post
The Reason You Exist Today
Owned Media
...
$
Contact
Analytics
Audience Behavours
Blog Post

53. QUESTION?
“If you know you’ve got a mobile audience, which
Google Analytics can easily tell you, how can you
dive deeper to get to know that audience?”
- Nigel Fortlage

54. ANSWER
Narrow the focus and look at your goals. What do
you want them to do?
- Dan Nicholson

55. RECAP
Goals & Benchmarks
How to Tell When We’re Successful1
Measure
Analyze the Data to Create Actionable Insights2
Adjust
Hypothesize, Test and Repeat. Always.3

56. Business Objective
Campaign Goal
$ 2nd2nd2nd
Company’s Vision and Why We Exist
Campaign Goal
$ 2nd2nd2nd
Business Objective
Campaign Goal
$ 2nd2nd2nd
Campaign Goal
$ 2nd2nd2nd
MEASUREMENTLANDSCAPE}
MEASURE
}
ADJUST

58. THANKS!
These slides will be available soon.