Digital Analytics

Talk for the Bath & Bristol Marketing Network

Transcript

1. DeepBlueSky Digital Agency deepbluesky.com/slides Marketing Measurement & Analytics You can’t manage what you don’t measure... Thursday, 26 January 2012
2. DeepBlueSky Digital Agency deepbluesky.com/slides What does that mean? • Measuring & Understanding Businesses • Using tools available: Google Analytics Thursday, 26 January 2012
3. DeepBlueSky Digital Agency deepbluesky.com/slides Who’s doing the talking? • Jim Morrison • DeepBlueSky • twiDAQ • 12 years at the coal-face; building & measuring • Fascinated by the intricacies of analytics Thursday, 26 January 2012
4. DeepBlueSky Digital Agency deepbluesky.com/slides Who’s here today? Thursday, 26 January 2012
5. DeepBlueSky Digital Agency deepbluesky.com/slides Who’s here today? • Who manages business with an on-line presence? Thursday, 26 January 2012
6. DeepBlueSky Digital Agency deepbluesky.com/slides Who’s here today? • Who manages business with an on-line presence? • Who measures & reports successes? Thursday, 26 January 2012
7. DeepBlueSky Digital Agency deepbluesky.com/slides Who’s here today? • Who manages business with an on-line presence? • Who measures & reports successes? • What tools do we use? Thursday, 26 January 2012
8. DeepBlueSky Digital Agency deepbluesky.com/slides What can we learn today? Thursday, 26 January 2012
9. DeepBlueSky Digital Agency deepbluesky.com/slides What can we learn today? • Most of us probably measure our website... Thursday, 26 January 2012
10. DeepBlueSky Digital Agency deepbluesky.com/slides What can we learn today? • Most of us probably measure our website... • We probably treat all visitors the same... Thursday, 26 January 2012
11. DeepBlueSky Digital Agency deepbluesky.com/slides What can we learn today? • Most of us probably measure our website... • We probably treat all visitors the same... • We probably care about “visits” or “hits”... Thursday, 26 January 2012
12. DeepBlueSky Digital Agency deepbluesky.com/slides Is that wrong? Thursday, 26 January 2012
13. DeepBlueSky Digital Agency deepbluesky.com/slides Thursday, 26 January 2012
14. DeepBlueSky Digital Agency deepbluesky.com/slides YES! Thursday, 26 January 2012
15. DeepBlueSky Digital Agency deepbluesky.com/slides What is important? Thursday, 26 January 2012
16. DeepBlueSky Digital Agency deepbluesky.com/slides What is important? • Enquiries Thursday, 26 January 2012
17. DeepBlueSky Digital Agency deepbluesky.com/slides What is important? • Enquiries • Sales Thursday, 26 January 2012
18. DeepBlueSky Digital Agency deepbluesky.com/slides What is important? • Enquiries • Sales • Revenue Thursday, 26 January 2012
19. DeepBlueSky Digital Agency deepbluesky.com/slides What is important? • Enquiries • Sales • Revenue • Engagement Thursday, 26 January 2012
20. DeepBlueSky Digital Agency deepbluesky.com/slides What else? Thursday, 26 January 2012
21. DeepBlueSky Digital Agency deepbluesky.com/slides What else? • Where do the new leads come from? Thursday, 26 January 2012
22. DeepBlueSky Digital Agency deepbluesky.com/slides What else? • Where do the new leads come from? • Which parts of my marketing are effective? Thursday, 26 January 2012
23. DeepBlueSky Digital Agency deepbluesky.com/slides What else? • Where do the new leads come from? • Which parts of my marketing are effective? • Does everyone behave the same? Thursday, 26 January 2012
24. DeepBlueSky Digital Agency deepbluesky.com/slides What’s coming up... Thursday, 26 January 2012
25. DeepBlueSky Digital Agency deepbluesky.com/slides What’s coming up... • Where’s your traffic’s coming from? Thursday, 26 January 2012
26. DeepBlueSky Digital Agency deepbluesky.com/slides What’s coming up... • Where’s your traffic’s coming from? • What should I measure and how? Thursday, 26 January 2012
27. DeepBlueSky Digital Agency deepbluesky.com/slides What’s coming up... • Where’s your traffic’s coming from? • What should I measure and how? • Who are these people? Thursday, 26 January 2012
28. DeepBlueSky Digital Agency deepbluesky.com/slides What’s coming up... • Where’s your traffic’s coming from? • What should I measure and how? • Who are these people? • Making sense of it all! Thursday, 26 January 2012
29. DeepBlueSky Digital Agency deepbluesky.com/slides Thursday, 26 January 2012
30. DeepBlueSky Digital Agency deepbluesky.com/slides Channels The efficacy of marketing channels Thursday, 26 January 2012
31. DeepBlueSky Digital Agency deepbluesky.com/slides “Source/Medium” Thursday, 26 January 2012
32. DeepBlueSky Digital Agency deepbluesky.com/slides “Source/Medium” • Medium... • Direct, Organic, Referral • What about: Email, Print, Social... !? Thursday, 26 January 2012
33. DeepBlueSky Digital Agency deepbluesky.com/slides “Source/Medium” • Medium... • Direct, Organic, Referral • What about: Email, Print, Social... !? • Source... as a subset of medium... Thursday, 26 January 2012
34. DeepBlueSky Digital Agency deepbluesky.com/slides “Source/Medium” • Medium... • Direct, Organic, Referral • What about: Email, Print, Social... !? • Source... as a subset of medium... • Campaign... User defined: your campaigns. Thursday, 26 January 2012
35. DeepBlueSky Digital Agency deepbluesky.com/slides Example: Dickies Worker of the Year Thursday, 26 January 2012
36. DeepBlueSky Digital Agency deepbluesky.com/slides Example: Dickies Worker of the Year • woty.com/_fbv123 Thursday, 26 January 2012
37. DeepBlueSky Digital Agency deepbluesky.com/slides Example: Dickies Worker of the Year • woty.com/_fbv123 • /?utm_medium=Social&utm_source=Facebook&utm_campaign=Vote For Me Thursday, 26 January 2012
38. DeepBlueSky Digital Agency deepbluesky.com/slides Example: Dickies Worker of the Year • woty.com/_fbv123 • /?utm_medium=Social&utm_source=Facebook&utm_campaign=Vote For Me • Medium: Social Thursday, 26 January 2012
39. DeepBlueSky Digital Agency deepbluesky.com/slides Example: Dickies Worker of the Year • woty.com/_fbv123 • /?utm_medium=Social&utm_source=Facebook&utm_campaign=Vote For Me • Medium: Social • Source: Facebook Thursday, 26 January 2012
40. DeepBlueSky Digital Agency deepbluesky.com/slides Example: Dickies Worker of the Year • woty.com/_fbv123 • /?utm_medium=Social&utm_source=Facebook&utm_campaign=Vote For Me • Medium: Social • Source: Facebook • Campaign: “Vote for Me” Thursday, 26 January 2012
41. DeepBlueSky Digital Agency deepbluesky.com/slides Results? Thursday, 26 January 2012
42. DeepBlueSky Digital Agency deepbluesky.com/slides Results? • Split voting by Facebook, Twitter & Email Thursday, 26 January 2012
43. DeepBlueSky Digital Agency deepbluesky.com/slides Results? • Split voting by Facebook, Twitter & Email • Split social interaction by campaign: • “Vote for Me” • “I’ve just voted for Jim” • “Check out this competition” (Share) Thursday, 26 January 2012
44. DeepBlueSky Digital Agency deepbluesky.com/slides Twitter & Facebook • Don’t Tweet or Post to Facebook without building your links properly! • Use a service like utm.to to help you out. Thursday, 26 January 2012
45. DeepBlueSky Digital Agency deepbluesky.com/slides Thursday, 26 January 2012
46. DeepBlueSky Digital Agency deepbluesky.com/slides Segmentation Understand your audience... Thursday, 26 January 2012
47. DeepBlueSky Digital Agency deepbluesky.com/slides Segmentation • Easy What you can do today • Medium What you can do if you try • Hard Where your developers can help Thursday, 26 January 2012
48. DeepBlueSky Digital Agency deepbluesky.com/slides Easy & Available • To begin with: • Traffic Sources • Paid (Ad Clicks) and everyone else • New & Returning Visitors • Those who converted... Thursday, 26 January 2012
49. DeepBlueSky Digital Agency deepbluesky.com/slides With a little tinkering... • Try out the Advanced Segment builder.. • Keyword Groups • Landing page visitors • Email, Social, Print traffic... Thursday, 26 January 2012
50. DeepBlueSky Digital Agency deepbluesky.com/slides With a little help... • Custom Variables • Events Thursday, 26 January 2012
51. DeepBlueSky Digital Agency deepbluesky.com/slides Thursday, 26 January 2012
52. DeepBlueSky Digital Agency deepbluesky.com/slides Performance Results are important. Volume is not. Thursday, 26 January 2012
53. DeepBlueSky Digital Agency deepbluesky.com/slides What results matter? Thursday, 26 January 2012
54. DeepBlueSky Digital Agency deepbluesky.com/slides What results matter? • Enquiries... Thursday, 26 January 2012
55. DeepBlueSky Digital Agency deepbluesky.com/slides What results matter? • Enquiries... • Sales... Thursday, 26 January 2012
56. DeepBlueSky Digital Agency deepbluesky.com/slides What results matter? • Enquiries... • Sales... • Revenue... Thursday, 26 January 2012
57. DeepBlueSky Digital Agency deepbluesky.com/slides What results matter? • Enquiries... • Sales... • Revenue... • Engagement... Thursday, 26 January 2012
58. DeepBlueSky Digital Agency deepbluesky.com/slides What does GA provide? Thursday, 26 January 2012
59. DeepBlueSky Digital Agency deepbluesky.com/slides What does GA provide? • E-Commerce Transaction Analysis Thursday, 26 January 2012
60. DeepBlueSky Digital Agency deepbluesky.com/slides What does GA provide? • E-Commerce Transaction Analysis • User defined “Goals” Thursday, 26 January 2012
61. DeepBlueSky Digital Agency deepbluesky.com/slides What does GA provide? • E-Commerce Transaction Analysis • User defined “Goals” • User defined “Events” Thursday, 26 January 2012
62. DeepBlueSky Digital Agency deepbluesky.com/slides Thursday, 26 January 2012
63. DeepBlueSky Digital Agency deepbluesky.com/slides Why? What is all this for... Thursday, 26 January 2012
64. DeepBlueSky Digital Agency deepbluesky.com/slides Knowledge is Power Thursday, 26 January 2012
65. DeepBlueSky Digital Agency deepbluesky.com/slides Knowledge is Power • Focus on what’s important Thursday, 26 January 2012
66. DeepBlueSky Digital Agency deepbluesky.com/slides Knowledge is Power • Focus on what’s important • Focus on the customers that matter Thursday, 26 January 2012
67. DeepBlueSky Digital Agency deepbluesky.com/slides Knowledge is Power • Focus on what’s important • Focus on the customers that matter • Know when you’re winning! Thursday, 26 January 2012
68. DeepBlueSky Digital Agency deepbluesky.com/slides Thank you! Thursday, 26 January 2012
69. DeepBlueSky Digital Agency deepbluesky.com/slides Thank you! • Ask me any questions now... • Twitter at me @jimbomorrison • Email me: jim@aninteractive.com • Slides: deepbluesky.com/slides Thursday, 26 January 2012