Data roundup: An Analytical Approach to Understanding Your Events - Event Intelligence Webinar Series - May
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Slides from the Event Tech Tribe's May Event Intelligence Webinar, Data Roundup: An Analytical Approach to Understanding Your Events, hosted by Swoogo
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Data roundup: An Analytical Approach to Understanding Your Events - Event Intelligence Webinar Series - May
- 1. Data Roundup An Analytical Approach to Understanding Your Events PART OF THE WEBINAR SERIES
- 2. Michael Sabani Director of Customer Success @ Swoogo Has been in the event tech industry for eight years Extensive background in marketing
- 3. Why track event analytics? What should you track? When do you begin? How do you get started? Where do you go with your data?
- 4. Why track event analytics?
- 5. Why track event analytics? Target your event audience
- 6. Why track event analytics? Target your event audience The data already exists
- 7. Why track event analytics? Target your event audience The data already exists Find your revenue streams
- 8. Why track event analytics? Target your event audience The data already exists Find your revenue streams Focus in the right places
- 9. The only way to know what you need to track is by first identifying what is most important to your event. What should you track? Revenue Registrations Sources
- 10. When should you begin? How do you get started?
- 11. Tools (and how to use them) Centralized dashboard of stats, click throughs, sources, and popular pages Google Analytics
- 15. Centralized dashboard of stats, click throughs, sources, and popular pages Google Analytics Goals (In Analytics) “Goal” is another word for “conversion.” Goals lets you track the paths that users take on their way to a purchase or registration Tools (and how to use them)
- 20. Centralized dashboard of stats, click throughs, sources, and popular pages Google Analytics Goals (In Analytics) “Goal” is another word for “conversion.” Goals lets you track the paths that users take on their way to a purchase or registration Campaign URL Builder (In Analytics) Create custom URLs for every backlink in order to accurately track where your clicks come from Tools (and how to use them)
- 25. Centralized dashboard of stats, click throughs, sources, and popular pages Google Analytics Goals (In Analytics) “Goal” is another word for “conversion.” Goals lets you track the paths that users take on their way to a purchase or registration Campaign URL Builder (In Analytics) Create custom URLs for every backlink in order to accurately track where your clicks come from Check what level of reporting the system you use may offer Tools (and how to use them)
- 26. Where do you go with your data? Data is best used for identifying trends. By tracking the pathway your attendees take to registration, you’ll gain an understanding of what your most successful marketing tactics are, and where you’re wasting time. Once you have this information, you can: Target influencer marketing Compare time spent to ROI Focus social media efforts
- 27. Q&A As they say, knowing is half the battle! Being well-prepared to collect your event data will help you market and track your events with more success.
Hinweis der Redaktion
- Opening Intro slide and bio Michael Sabani, Director of Customer Success 8 years in event software industry Marketing background
- Overview of Session Why track event analytics? Data helps you both understand your target event audience, where they are, and how to communicate with them to increase registrations. What should you track? Where are your registrants coming from? How are they finding out about the event? What trends do you see? When do you begin? Tools to familiarize yourself with when getting started (Google Analytics, Google Campaign URL Builder, Event Software Reporting tools) How do you get started? Tools to familiarize yourself with when getting started (Google Analytics, Analytics Goals, Google Campaign URL Builder, Event Software Reporting tools) How to use the tools to set up event analytics workflow. Where do you go with your data? Analyzing the data you’ve got to discover trends,
- Data helps you both understand your target event audience, where they are, and how to communicate with them to increase registrations.
- The data is there, it’s all a matter of turning it on.
- You’ll be able to specifically target where people are finding out about your event.
- Understand where your largest revenue streams are. Are they coming from Facebook? Spend more time and money on targeted ads. Make sure you’re maximizing the “sharability” of your event site by addressing the sharing meta-data. This allows you to more closely focus on the areas that work, and maximize their effectiveness, resulting in higher registration rates.
- What should you track? The keys stats you want to look at when deciding what to track are identifying what is most important to your event. Revenue? Registration completions? Source? This helps you decide what strategies to take and what tools you’ll want to use.. For example if you are tracking revenue, set up a revenue goal and run reporting against that to see where you are. If it is important to see where your registrations are coming from, set up multiple URLS using the Campaign URL builder to track your site visits back to the source (email, social media, sponsor links, etc.)
- Begin at the beginning! You’ll want to determine the goals well in advance of launching registration. It is important to know what it is you want to track, so you can set up your tools far in advance enough so that you aren’t caught unprepared. How do you get started? When using analytics with an event management system your first step is identifying what tools can be used. Does the system allow you access to the code to add analytics script? Can you track any information by default? Then you can narrow in on the details of what is most important to your event.
- Here we’re going to look at some of the tools and how to use them. Google Analytics Start here! Create an account and grab the code to add to your site. You’ll have a centralized dashboard of all your stats Don’t get overwhelmed! You don’t need to know all of this, but you’ll have everything you want to know in one place. Key things to take away are: The dashboard will show you your stats, click throughs, sources, and popular pages
- Goals in Analytics If you have a specific path, or a specific set of pages that you want to track through registrations, you can set up goals in analytics. A goal represents a completed activity, called a conversion. Goals can be applied to specific pages or screens your users visit, how many pages/screens they view in a session, how long they stay on your site or app, and the events they trigger while they are there. Every goal can have a monetary value, so you can see how much that conversion is worth to your business. Using values for goals lets you focus on the highest value conversions, such as transactions with a minimum purchase amount. When a visitor to your site or user of your app performs an action defined as a goal, Analytics records that as a conversion. You can set up your goals in analytics to track a path through specific pages on a registration site. For example, you can set a specific goal for a particular registration type, and set the goal so that it only records if the registrant has visited a specific page only visible to that type before completing their registration. This in effect qualifies them in your analytics, and will mark them as a specific conversion. Definitely take a look at the documentation to see if this is something that would be useful for your event.
- Google Campaign URL Builder This one is almost a no brainer! Everywhere you use links to your event site, you can create a special link, or URL, that will tell analytics the details of where that registrant came from. Some examples: You are adding a link to an email blast and want to see how many people register from that email link. You have a sponsor agreement and have an ad on another site and want to see how many registrations you’ve gotten from that specific ad. You are sharing links to Facebook, Twitter, LinkedIn or through another event marketing campaign and want to track the number of registrations from those outlets. You’ll need to set up a separate link for each purpose, but each of those links will provide you with a great amount of insight into how successful those avenues are.
- Each time you want to set up a new link, go to the campaign builder and add the pertinent details. You should note: The Source (exp: Facebook link share) The Medium (exp: link in social) The Campaign Name (exp: Spring Event) This will give you a link that has a bunch of code at the end :) This code is telling analytics all of these details, so when you look back you’re able to see the source/medium/campaign from each visit to the event site!
- The different values are explained towards the bottom of the campaign builder page. You can see examples of each term and where it will show up in analytics.
- In analytics you will see the campaign dashboard. This will show you all of the campaigns you’ve created and allow you to drill down into each one’s individual source and medium, to view the results of the links you've created.
- For example here, you can see the results of the Medium (email) and how many sessions, users, page views and conversions based on any goals you’ve set up. This really allows you to tie everything back together and unite your event marketing efforts
- System Reporting Always take a close look at what the system you are using offers. There are a variety of reports available, so find out if they track things like device (mobile/pc/tablet) or if you’re able to use different tools like custom links to create an “internal” campaign url builder to track links back within the event software’s own reporting. For example, in Swoogo, we report back on things like Device, and have easy breakdowns of all options with multiple answer choices. This allows our users to view this data at a glance. We also have a system for reference links. This allows you to create a url like the Google Campaign builder, with a specific value defined at the end of it (for example let’s say “Facebook”) and you can pull reports from within our event system that will show you just the people who registered using that link, tracking back specific attendees to the actual social media campaign that their registrations came from. A really handy and easy way to see the success of your efforts right within the registration system.
- Where do you go with your data? As noted in the beginning, your best use of this data is to identify trends. By placing this information into play and tracking where your registrations are coming from, you are better prepared to identify what your most successful avenues of event marketing have been, where you’re wasting time, and where you’re making a splash! There are a ton of things that you can do once you have this information. Arrange for influencer marketing to send custom links to influencers. You can now track how successful they have been in sharing and promoting your event! Better evaluate partner or sponsorship advertisements you may have. You’ll be able to see the ROI for time spent on creating and promoting your event across partner sites and though ads. Laser focus your efforts on social media! Are you getting a lot of registrants coming from Twitter? Spend more time and effort on crafting tweets, or even purchase Twitter ads!