Web Analytics, Multiplicity, & Synergy - PixelMEDIA

2. What is Analytics 2.0? “It’s about pulling and presenting only the relevant data from multiple sources to provide insights and solve for business objectives – quicker” - Jonathan O’Donnell

8. Capabilities of Analytics 2.0 © 2015 PixelMEDIA 8 • Action Orientated • Line of Sight to Business • Campaign Specific Tracking • Internal Hypothesis Verification Allows you to Fail Faster! Drive change quicker with focused data feeback.

9. Why Analytics is Important “Try not to become a man of success. Rather become a man of value.” - Albert Einstein

10. Why © 2015 PixelMEDIA 10 Future Growth “Digital will make up 40.8% of total out-of-home (OOH) ad spending in 2015, up from 38.1% in 2014. By 2018, DOOH will capture 53.0% of total OOH ad spending in the US, or $4.08 billion.” - eMarketer

11. Why © 2015 PixelMEDIA 11 Future Growth “…83%, believed that it would be very important for marketers to know how to make data-informed decisions to respond to such disruptions to their jobs.” - eMarketer

13. Data Analysis “The problem is we are obsessed with data and not about the business” - Avinash Kaushik

14. How © 2015 PixelMEDIA 14 Digital Marketing Measurement Model G o a l s Objectives Goals KPIs Targets Brand Reach Increase exposure with earned media Amount of conversion to promotions 6% Participation Increased Downloads, Submissions, RSS signup, etc. Amount of each engagement 50k/yr Increase Revenue Up sell, Cross sell Average order value $85

18. Experimentation and Testing “I found out what makes people tick…I did a lot of research…” - David Ogilvy

21. Voice of Customer 92% of top performing companies surveyed stated “Increase in customer satisfaction” was the number one reason they implemented customer feeback. - Gleanster Report

22. The 4 Greatest VOC Questions © 2015 PixelMEDIA 22 1. How would you rate your site experience? (Customer Satisfaction Rate) 2. Primary purpose of your visit? (Primary Purpose) 3. Were you able to complete your task today? (Task Completion Rate) 4. If not, why not? (Customer Feedback)

24. Competitive Intelligence “75 percent of the respondents saw the need for CI to increase during a global economic downturn.” - Global Intelligence Alliance

27. Campaign Tracking Multi-channel Analytics "Digital will make up 40.8% of total out-of-home (OOH) ad spending in 2015, up from 38.1% in 2014. 53% by 2018" - eMarketer

33. Considerations for using WebAnalytics 2.0 © 2015 PixelMEDIA 33 • How are we tracking success? • Are we making $? • Are my Calls to Action line of site with bus. objectives? • What are my competitors doing? • Are we tracking our offline marketing? • How can I prove my hypothesis?

34. Additional Resources © 2015 PixelMEDIA 34 Experts • Occam's Razor – Avinash Kaushik’s blog. Everything to do with analytics and then some. • Measuring Success – Brian Clifton’s blog – Very technical insight into Google Analytics implementations. • Analytics Talk – Justin Cutroni’s blog. More GA focused and technical in nature. • Market Motive – An excellent source of timely and relevant marking insight and training. • Analysis Exchange – A not-for-profit that provides Analytic support to non-profits and training to Analysts. Articles • 2015 State of Analytics – Salesforce • Digital Marketing Measurement Model – Avinash Kaushik • Why Data Analytics Is the Future of Everything - Bloomberg • Marketing Campaign Tracking, Show your boss who’s the boss – Jonathan O’Donnell

35. Thank you! Jonathan O’Donnell @ODSays @PixelMEDIA PixelMEDIA.com PixelMEDIACompass.com

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