Peter O'Neill - Making Analytics Valuable MKTFEST 2014

one + two + three + four
Making Analytics Valuable

G’day, I’m Peter
Page 2 @peter_oneill 1st Nov 2014

Making Analytics Valuable
} A lesson learnt over the years –
understand your Audience
} You just heard from Avinash
} You are inspired
} I can’t compete
} Instead of inspiration, I am aiming for
immediately actionable
} This is a set of tips to get more impact in
less time

one + two + three + four
one area you must get sorted
two items to record in your analytics tool
three (sets of) goals for Google Analytics
four reports to create, automate & use
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ONE AREA YOU MUST GET SORTED
Page 5
@peter_oneill 1st Nov 2014

One area – Campaign Tracking
} You MUST get this right
} I really hope you know this
} Means adding campaign parameters to the URL
} Structure varies by analytics tool
} If not done, analytics tool relies on referrer data
} If within an app – no referrer
} If redirects – not the actual referrer
} Plus only tells you source, no detail
} So why are so many companies not doing it?
} Don’t you want to know what your work is worth?
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Options for resolving Campaign Tracking
} Can do it manually one by one
} GA URL Campaign Builder
} Chrome extension
} Can bulk create manually – use Excel tools
} L3 Analytics GA campaign builder
} L3 Analytics SiteCatalyst campaign builder
} Autotag for Adwords
} Most vendors can add automatically
} Email, Affiliates, Display, Buffer
} Most don’t do it by default – request/insist!
} There are no excuses, GET THIS SORTED!
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TWO ITEMS TO RECORD IN YOUR
ANALYTICS TOOL
Page 8

Item 1 – Basic Page Information
} Always record:
1. the full URL of the page being viewed
2. the referrer to this page
} Key use is identifying the cause of 404 error pages
} url that generated error
} referrer to that page
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Item 2 – Search Results
} Record the number of search results
} Key use is search terms with ZERO search results
} Fix it so people can find what they were looking for
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THREE (SETS OF) GOALS FOR GOOGLE
ANALYTICS
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Goal Set 1 – Negative Goals
} Goals can be about negative website experiences
1. Create a goal for viewing 404 Error pages
2. Create a goal for experiencing Form Validation errors
} If “Goal Completion Rate” is above X%, take action
} Set own limit but should be below 5%
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Goal 2 – True Sessions by Channel
} Direct Entry sessions report as the previous traffic source
} This is a clever (hack) solution
} Create goal for all sessions
} Destination goal – Begins with /
} Use Assisted Conversion report
} Select “All Sessions” Goal
} Last Click metric is now true
Sessions
} Compare against Channels
report
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Goal Set 3 – Create a Horizontal Funnel
} We all love funnels
} Create a goal for each checkpoint
} It creates a horizontal funnel
} Can then view funnel for all dimensions
values within any report
} Use to identify differences in performance
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FOUR REPORTS TO CREATE, AUTOMATE
& USE
Page 15

Reports 1 – Weekly Performance Reporting
} Analytics is not about reports
} But we need information
spread across the company
} Reporting has its place
} My approach
} No speedometers, pie charts,
flashy elements
} Small number of key metrics
} Comparison number
} Trended over time
} Segmented
} Multiple Dashboards
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Reports 2 – Tactical Reports – Merchandise
A. Most popular product
B. The money maker
C. Something is wrong
D. Another issue here
E. Opportunity product,
make more visible
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Reports 2 – Tactical Reports – Content
1. Article #2
} Popular
} Not very
effective
} Access via
other sites
2. Article #11
} Less popular
} High reads,
shares &
comments
} Access via
internal links
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Reports 3 – Entry Points vs Traffic Sources
} Overview of where people enter the website from each channel
} Evaluate quality of each traffic source/entry
} Using Bounce Rate or Conversion Rate or metric of your choice
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Reports 4 – Performance Diagnostic
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Reports 4 – Using Performance Diagnostic reports
} Extend the report
} Metrics – traffic, engagement, performance, etc
} Dimensions – traffic source, entry point, device, gender, etc
} Create Internal Benchmarks
} Internal benchmarks are the maximum for each metric
} Look for biggest gaps in performance vs these benchmarks
} If ecommerce conversion rate is 3.2% for domestic traffic using Chrome on
desktop devices – why is it so poor elsewhere?
} Identify the weak points & calculate value of fixing
} Based on data, this is a prioritisation list for improving performance
} Gives you a set of actions for the next 3 months (to make more money)
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Summary of Approaches to Make Analytics Valuable
1. Ensure all campaigns are tracked
2. Track URL & Referrer – fix 404 Errors
3. Track # Search Results – ensure results for common terms
4. Create Negative goals – trigger action when above X%
5. Create All Sessions goal – get accurate Direct Entry traffic
6. Create Goals for a Horizontal funnel – easily evaluate performance
for any segment of data
7. Use Weekly Performance Dashboards – spread the knowledge
8. Create Tactical Reports – ensure daily actions are informed & smart
9. Review Entry Points vs Traffic Sources – overview of website access
10. Review Performance Diagnostic – identify where fixes are required
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Access Templates
} All templates can be found & downloaded from
www.l3analytics.com/marketing-festival

THANK YOU
I can be found at
• peteroneill@l3analytics.com
• @peter_oneill
• +44 7843 617 347
• www.linkedin.com/in/peteroneill

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