My (albeit brief) presentation from #WebSummit2014 in Dublin on Digital Analytics

1. Digital Data and Analytics – What you NEED to know
Russell McAthy - @therustybear
Director of Strategy at BlueGlass @blueglass

2. I speak about the
crossover of Data
and Marketing
Often!
writeups and decks available on
http://www.russellmcathy.com
http://slideshare.net/russellmcathy

3. Digital Analytics - The Journey

4. The Customer Consideration Funnel
Post-Sales Pre-Sales
Macro
Goal
Acquisition
Driving high quality traffic to the
right content
CTR, CPC, Impressions, Visits...
Behaviour Creating an optimal user journey
Bounce Rate, Content Category
Engagement, Micro-Transactions...
Conversion
Improve call to actions and an
intuitive purchase path
ARPB, CPA, Revenue...
Satisfaction
Driving customer happiness and
improving continuous
engagement
Single Login / remembering
preferences / Single Customer View
Loyalty
Increasing LTV, give a reason for
for customers to be loyal
Repeat Purchase Rate, Multi-channel
Behavior, LTV
Advocacy
Creating an environment where
advocates are naturally created
Social Sharing, MGM Conversion,
Referring %

5. Website Analytics: Understanding The Prospect/Customer
What the data says How we spend our time
Converting Users
Engaging Users
Bouncing Users
Converting Users
Engaging Users
Bouncing Users

6. Breaking down the conversion function
Macro Conversions
Micro Conversions
Marketing Analytics

7. TrueCVR

8. TrueCVR
Visits CVR Visits
TrueCV
R
We have removed bounced sessions from the analysis.
THIS IS NOT A TIME TO PULL OUT THE CHAMPAGNE AS CVR HAS
INCREASED

9. What did we just do - TrueCVR
This Year
Converting Users
Engaging Users
Bouncing Users
5%
51%
44%
Last Year
Converting Users
Engaging Users
Bouncing Users
6%
72%
22%
Converting Users 9%
Engaging Users
91%
Converting Users 8%
Engaging Users
92%
This Year Last Year

10. Why Excel is awesome …
and why you shouldn’t be scared to dive
in

11. I’ve done this presentation before
http://bit.ly/Excelmarketers

12. Thanks for
Listening
Any questions?
www.blueglass.co.uk
@blueglass
Russell McAthy
@therustybear
rmcathy@blueglass.co.uk
See you in Temple Bar!

13. A forecast model for Startups and SMB’s
http://bit.ly/StartupSMBForecast