2. Agenda
Why analytics skills are essential for marketing
and technical professionals
Types of data
Define and Measure – Goals & Funnels
Key Metrics to Measure
The three most important questions
How to Embarrass Your Boss (and Implement
Analytics in Your Company)
3. Why Analytics Matters
Measure whether the business
goals were achieved
Agile: Test, Sprint, Adjust
Digital marketing make us
more accountable and
measurable
Can’t throw money on
campaigns that don’t drive
revenue or ROI
4. Remember the Marketing Funnel?
Source: Josh Bernoff, Ted Schadler, Empowered:
Harvard Business Review
6. Take a Holistic Approach
Web Analytics 2.0 is:
the analysis of qualitative and quantitative
data from your website & the competition
to drive a continual improvement of the
online experience that your customers, and
potential customers have,
which translates into your desired
outcomes (online and offline)
- Avinash Kaushik, Web Analytics 2.0: The Art of Online Accountability and Science of
Customer Centricity
8. Some Tools
Clickstream – Clicktale,
Experimentation & Testing:
Voice of Customer: Kampyle, 4Q
Competitive Intelligence - Compete,
comScore, HitWise, Alexa, Google Trends
9. The 10/90 Rule
Spend 10% on tools
Spend 90% on analysis and actionable insight
10. What’s Your Goal?
A website exists to serve three types of
outcomes:
1.Increase revenue
2.Reduce cost
3.Improve customer loyalty/satisfaction
Measure Against These Outcomes
12. What NOT to measure
Pageviews
Visits
Traffic Sources
Likes
Fans
Followers
+1s (sorry Google!)
13. What TO Measure
Sales
Downloads
◦ White Papers
◦ Software
◦ User Guides (yes, even PDFs)
Registrations
Leads
Business Goals & the Steps to Achieve them
14. Goals and Funnels
What is your goal and what is the
pathway to achieve it
1.Define your KPI: Intended Goal
(sale, lead, etc.)
2.What is the pathway to achieve
this goal? The pages that a person
need to visit in order to achieve
the goal.
3.Goal Value: ROI of goal
completion (Optional)
16. How to Set Up Goals in
Google Analytics
1. Create Goal Conversion Page (“Thank You”)
2. Add Steps in Funnel (Optional)
For full instructions:
http://j.mp/goals-and-funnels
17. URL Tracking
Tag every link in order to ensure that you can
track your web traffic
1. Go to Google URL Builder at http://j.mp/url-builder2
2. Enter the website URL
1. Source: linkedin, newsletter, google
2. Medium: social, email, organic, cpc, referral
3. Campaign Name: promo code, slogan
http://www.avihein.com/?utm_source=presentation
&utm_medium=megacomm&utm_campaign=analytics-for-comm-professionals
18. Case Study: Webinar
Goal: 300 Registrations for Webinar
Tactic: Identify which channels lead to more
registrations
19. Case Study: 300 Registrations
Created “thank-you” post-registration page
20. Conversion: Webinar
Registrations
What worked & what didn’t work – who drove
traffic but not registrations
Examine which webinars/messages/channels
to invest in
21. WHY?
Why did 500 people come to my page but only
5 download my white paper?
22. Qualitative
• Many ways to answer “Why?”
• Usability Studies: See how users complete
a task
• Test concepts
• Verify comprehension
• Surveys – Listen to the customers and
generate immediate feedback
23. The 3 Most Important
Questions to Ask
What is the purpose of your visit to our
website?
• They might not be there for the reason that you
think.
Were you able to complete the task?
• Your opinion is irrelevant. So is your bosses. The
only opinion that matters is your customer.
If you were not able to complete the task, why
not?
• What can you change to raise your conversions?
24. How to Embarrass Your Boss
Experiment and Test – Test two variations of a page
and see which converts more
Ask “Why?” - Capture Voice of Consumer on
Underperforming Page
Benchmark
Competitive Analysis – Show How Much Better Your
Competitor is Doing
Run a Small Experiment with a Friendly Sub-site
Hire a Consultant
25. Resources
• Avinash Kaushik, Web
Analytics 2.0
• Occam’s Razor,
http://www.kaushik.net
• Daniel Weisberg
• http://online-behavior.com/
• http://conversionjourney.co
m/
• Avi Hein
• http://www.avihein.com
• http://www.theclinegroup.com
26. About Avi
Advisory Board, The Cline Group
Global Marketing Manager, Typemock
www.avihein.com
avihein@gmail.com
You need to tag your links to see where the traffic comes from.This is especially important with any shortened link or shared link, as links from sources like Twitter and shortened URL services like bit.ly are otherwise counted as “direct / none” providing no insight as to the source of the traffic if it is not tagged.
We created a thank you post-registration page because what matters is how many people signed up after the webinar – not how many people came to the webinar page in the first place. That can also be measured but how many people who come to your page are actually registering. We’ve had 10% of total traffic finally signing up, so that 90% doesn’t matter in terms of the ultimate goal of registrants.