Albert Einstein once said “Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted.” In this webinar, we’ll try to decrease the gap between those two concepts to identify metrics that count and turn them into actionable insights for your business. Make sure to bring your analyst hat as we’ll take a look at the power of cross-channel analytics, attribution modeling and deep dive data analysis.

1. Advanced Analytics
Presented by:
Kim
Toomey(@kimtoomey)
Senior Account Executive
Anvil Media, Inc.
503.595.6050 ext 229
kim@anvilmediainc.com

2. About Anvil Media
Anvil Media, Inc. is a digital marketing agency specializing in search engine
marketing services, including search engine optimization, analytics, pay-per-
click management, online reputation management, mobile & social media
marketing services.

3. Some of Our Clients

4. Anvil Key Differentiators
100% of account team Google AdWords & Analytics
certified
100% of account team published and spoken in the
industry
High client & employee retention
Founding member of SEMpdx trade association
Social Media & PPC Training partner with OMI &
Wharton
Expertise in technology and entertainment
Majority of clients come from word-of-mouth and
referrals
Award winning: PBJ Fastest Growing, Inc 5,000, AMA
MAX

5. Agenda
What Do You Need to
Know?
Set Yourself up for Success
Data Discovery
Under-appreciated
metrics
Segmenting Data
Flow Visualization
Cross-Channel Analysis
Attribution Modeling
Cool new GA Updates
Resources & Q&A

6. Identify Your Needs

7. Getting Started with Analytics
“Everything that can be counted
doesn’t necessarily count,
everything that counts cannot
necessarily be counted.”
- Albert Einstein

8. An Analytics Framework
Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets—Avinash Kaushik

9. Think Outside the Box
• Call Tracking
• Google Places – Get Directions
• Mobile App interactions

10. Setting Up For Success

11. Goal Tracking

12. E-Commerce Tracking
• More than just e-commerce…
• Track variables passed through a
customer’s interaction for greater business
insights.
http://analytics.blogspot.com/2012/05/how-nissan-uses-ecommerce-tracking.html

13. Additional Kinds of Tracking
• Event Tracking
• Download Links
• Outbound Links
• Customized Visitor Tracking
• Internal Links (Banners, on-site promos)

14. Data Discovery

15. Vanity Metrics
• Vanity metrics are data points that make
us feel good when they go up but don’t
help us make business decisions.
– Pages/Visit
– Visitors
– Time on Site

16. Rockstar Metrics – Per Visit Value

17. Rockstar Metrics – Organic Landing Pages &
Keywords

18. Rockstar Metrics – Impressions by Google
Property

19. Rockstar Metrics – Anything Conversion
Related

20. Rockstar Metrics – More Conversions!
•Funnel-level conversion rates by individual traffic sources help identify problems
with your shopping cart by visitor type.
• What traffic sources are most likely to generate a final sale?

21. Segment by Days and Hours

22. Data Segmentation

23. Data Segmentation

24. Flow Visualization

25. Flow Visualization for Mobile

26. Cross Channel Analysis
The larger the overlap between circles – the more those channels influence the other’s
conversions.

27. Cross Channel Analysis
The higher the Assisted/Last Interaction Conversions value, the more likely it is that
channel is not getting the full credit it deserves towards a sale.

28. The Move Away from Last Click
http://services.google.com/fh/files/misc/marketing_attribution_whitepaper.pdf

29. Attribution Modeling
• Display is almost always under-
represented with last-click attribution
modeling.

30. How to Attribute?
http://services.google.com/fh/files/misc/marketing_attribution_whitepaper.pdf

31. Top Conversion Paths
Should organic search get full credit for those sales?

32. Tools for Attribution Modeling

33. Tools for Attribution Modeling

34. New Cool Reports!

35. Google Analytics Social Reporting

36. Time Lag for Social Visitors
* Which social sites are driving impulse purchases vs. nurturing fans through a longer
buying cycle.

37. Google Analytics Social Reporting
* How valuable are your social efforts in relation to your total site value?

38. Summary
Start with identifying the goals for your site based
on what really matters for your business
Determine the best ways to track all of those
critical metrics
Look past vanity metrics and focus on actionable
data
Segment!
Give credit where credit is due
Keep trying to measure social – it continues to
evolve

39. Resources
Articles
Marketing Attribution: Valuing the Customer Journey
http://services.google.com/fh/files/misc/marketing_attribution_whitepaper.pdf
What you need to know about measuring social media
http://www.acquisio.com/social/what-you-need-to-know-about-measuring-social-media/
Occam’s Razor by Avinash Kaushik
http://www.kaushik.net/avinash/
Metrics, Metrics on the wall, Who’s the vainest of them all?
http://blog.kissmetrics.com/vainest-metrics/
How Nissan uses Ecommerce Tracking Without Directly Selling Online
http://analytics.blogspot.com/2012/05/how-nissan-uses-ecommerce-tracking.html
White Papers
The Marketer’s Guide to Getting Started with Social Media Marketing
http://www.anvilmediainc.com/search-engine-marketing-resources/free-white-papers/social-media-marketing-white-
paper
The Marketer’s Guide to Location-Based Social Networking
http://www.anvilmediainc.com/search-engine-marketing-resources/free-white-papers/location-based-social-networking-
whitepaper
The Marketer’s Guide to Optimizing Your Web Content for Search Engines
http://www.anvilmediainc.com/search-engine-marketing-resources/free-white-papers/seo-white-paper
The Advanced Guide to Pay-Per-Click (PPC) Marketing
http://www.anvilmediainc.com/search-engine-marketing-resources/free-white-papers/advanced-pay-per-click-marketing-
white-paper

40. Q&A and Next Steps
 Read Anvil’s blog, articles & white papers – http://www.anvilmediainc.com
 Subscribe to our newsletter or follow us on Twitter - @anvilmedia
 Contact us with questions about today’s webinar or Anvil services
Nick Footer
Business Development Executive
Anvil Media, Inc.
310 NE Failing Street
Portland, OR 97212
503.595.6050 x228 office
503.481.6629 cell
nickf@anvilmediainc.com
Twitter: @nickfooter
LinkedIn: nickfooter

41. Upcoming Anvil Webinars
June 20th, 2012 – 10am PST
Site Search – Your Secret Weapon
Find Out More and Register
http://www.anvilmediainc.com/search-engine-marketing-
webinars