A new talk on Analytics reviewing some of the latest changes in Google Analytics and Mobile Analytics.

1. Maximizing onlineperformance with analytics Dave Chaffey, SmartInsights.com

2. Q. Which is your core analytics system? 1 Google Analytics 2 Adobe Online Marketing Suite (Omniture) 3 Coremetrics 4 Webtrends 5 Own data warehouse fed by above 6 Other Q. What About you?

3. Agenda Improvement strategy How are you doing? Where are you going? 10 techniques you should be using in your (Google) Analytics Some practical actions… Segmenting AB and MVT Channel attribution Mobile marketing Email Remarketing Social media marketing Web analytics

4. About Dave Chaffey Books Qualifications: Cert DigM and Dip DigM Best practice guides Analytics advice, software & consulting www.smartinsights.com/presentations Search & conversion consulting www.clickthrough-marketing.com

6. http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy

7. PositioningDifferentiate to the target segment’s needs Different segments are motivated by different drivers DRIVERS Features that are important to customers and highly differentiated from the competition ‘HYGIENES’ Features that are important to customers but are provided by all competitors at a similar level High Relevance Low FOOLS GOLD Features that are distinctive but do not drive customers’ loyalty to brand NEUTRALS Features that are irrelevant to customers Low High Differentiation Source: Adapted from: Aufreiter, Elzinga, and. Gordon,2003

8. What is your brand personality? Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about. Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era. Source:

9. What do customers want from an online presence? Source: http://public.dhe.ibm.com/common/ssi/ecm/en/gbe03391usen/GBE03391USEN.PDF

10. How differentiated, clear is your value proposition? http://www.smartinsights.com/blog/web-design/online-value-proposition-examples/

11. Key brand messages definedthroughout the customer journey

12. Is your content EXCEPTIONAL?

13. Is your content shareable, likeable, linkable? http://www.smartinsights.com/blog/digital-marketing-strategy/tools-tracking-social-syndication/

14. Q. Ranking question – biggest challenges in analytics – rank in order please Q. What About you? 1 Getting resource to do the analytics 2 Getting resource to action the data (changes) 3 Tagging accuracy 4 Channel attribution 5 HiPPOs – senior management understanding and support

15. How are you doing? Q. What About you? Source:

16. Source: http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/ http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/ http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/

18. How good is your keyphrase-level reporting? Should show: Potential demand from keyphrase estimators Your actual performance (position, clicks, conversion, sales, value): Paid – absolute and relative Natural – absolute and relative 18

19. Q. How do we know when we’re generating value?Use these! The 3 key value measures in GA: 1. Index value (Top content reports)Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned. 2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports. 3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled. http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/ http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205

20. Multichannel attribution – who getsthe credit for sale? Landing Event Campaign Detail Date Onsite activity Content Click SEO “Sun Holiday” 14/01 Confirm Purchase View MSN banner “Winter sun” 15/01 Click PPC “Hotels in Kos” 23/01 Click Tradedoubler Partner X 24/01 View Email “Special Offer” 3/02 Direct www.thomascook.com 4/02 Click SEO “Thomas Cook” 5/02 Source:

23. Source: Craig Sullivan independent survey 2009 |23

24. Content drilldown shows relativeeffectiveness of page types

25. TV Is your mindset “Optimize or Die?” TV - Off TV - On +2.4% +6.4% -1.3% +14.8%

26. Service message testing +5.3%

27. What’s Bin Google Analytics Advanced segments Event tracking and events goals Custom reports GA Intelligence custom reports Custom variables The API Multichannel funnels New Google Analytics – see detailed review: http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/new-google-analytics-beta-a-detailed-review/

29. Natural

30. Paid and natural brand and non-brand

31. By number of keywords – 2,3,4

33. Returning visitor

34. Registered visitor

37. Product page

38. Checkout complete

40. Screen resolution

42. US

43. FIGS

44. ROW| 28

45. ‘How to’ example of a custom segment Notes: 1. Chose a Dimension of ‘Keyword’ and ‘matches exactly’ , ‘contains’ or RegEx for your brand names 2. No metrics are required. 3. Test the segment first, but you will need to enter a name for the segment to do this. 4. For brand name variants use “Matches regular expressions” and separate by a pipe symbol ‘|’. 5. Note that segments are specific to a profile initially – you may want to share them. | 29

46. Custom reports

47. Event trackingExample Source: http://www.smartinsights.com/analytics-conversion-optimisation-alerts/using-event-goals-google-analytics/

48. Using GA’s “Intelligence” http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/my-experiences-of-using-the-google-analytics-intelligence-feature-to-review-seo-and-pay-per-click/

49. E-retail example: http://www.e-nor.com/blog/index.php/web-analytics/google-analytics-gift-to-humanity-multiple-custom-variables/

50. The Google API and app gallery

51. Multichannel funnels Source: http://cutroni.com/blog/2011/04/14/google-analytics-multi-channel-funnels/

52. Tip. Use Feedback tools“Why” not “What” http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/

53. Google Analytics will only show you ‘What’ not ‘Why’ – other tools can helpiPerceptionshttp://www.4qsurvey.com/ “Bad web site. Difficult to find item as no search box provided for short cut” “I can't find any prices on your website” “Would like to see where I can buy products from” . |37

54. http://whatusersdo.com/pv.php?mode=sample

55. Tracking session interactions Source: www.clicktale.com, www.crazyegg.com |39

56. Source: Craig Sullivan: http://www.slideshare.net/sullivac/

57. Mobile maximization case study - Belron

58. Mobile marketing potential – a case study

59. Guidance from project

60. There’s life in Email (RE)Marketing 1. Generic branded follow-up email : +10% conversion rate. 2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate. 3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate. Source: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/

61. Let’s Connect! Questions & discussion welcome Blog www.smartinsights.com Feeds www.feedburner.com/smartinsights Email Newsletter www.smartinsights.com uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey