4 Tips to Optimize Campaigns with Data & Testing; Infotrust

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1. Optimizing Marketing with Analytics Michael Loban @michael_loban 2. Consider: 1. Web analytics consulting & technology company 2. 2,000+ sites analyzed and supported annually 3. 50+ Digital marketing training programs a year @michael_loban 3. How Do We Make Marketing Decisions? 4. Consider: @michael_loban It would appear, John, that your gut feel was only indigestion 5. How Decisions are Made @michael_loban 6. Keeping Score 7. @michael_loban TotalSessions Avg.SessionDura3on Jan Feb March April Jan Feb March April 42,520 41,707 36,127 49,841 1:06 1:08 1:13 0:47 112,579 117,118 167,815 103,375 1:44 1:41 1:22 1:53 5,196 169,164 49,247 10,973 0:57 0:21 0:33 0:39 BounceRate TimeonPage 4% 6% 8% 11% 0:44 1:28 1:28 1:16 22% 25% 28% 20% 2:17 2:13 2:13 2:07 12% 15% 18% 10% 2:05 2:04 2:03 2:04 4% 6% 8% 11% 1:34 1:54 1:38 1:26 Is This What You Have? 8. @michael_loban TotalSessions Avg.SessionDura3on Jan Feb March April Jan Feb March April 42,520 41,707 36,127 49,841 1:06 1:08 1:13 0:47 112,579 117,118 167,815 103,375 1:44 1:41 1:22 1:53 5,196 169,164 49,247 10,973 0:57 0:21 0:33 0:39 BounceRate TimeonPage 4% 6% 8% 11% 0:44 1:28 1:28 1:16 22% 25% 28% 20% 2:17 2:13 2:13 2:07 922,629 765,381 751,042 644,571 2:05 2:04 2:03 2:04 283,781 265,613 263,122 251,941 1:34 1:54 1:38 1:26 Is This What Your Have? 9. @michael_loban Build a Scoring System That Matters DesiredAc3ons ImportanceFactor Pagescrolling 10 Ar;clereading 10 75%Videoviewership 10 Couponprint 20 Registra;on 20 EmailSign-up 20 Purchase 30 Subscrip;on 30 Feedback&Review 30 SocialProofLike,Tweet,Share 30 10. Metrics That Tell a Story What are my most popular products? Which products are most frequently abandoned? Which products are converting well? @infotrustllc 11. Focusing on Segmentation 12. @michael_loban Focus on your IVP 13. @michael_loban Focus on your IVP IDEAL VISITOR PROFILE 14. @michael_loban Build Your Funnel 15. Using Data - Case Study InfoTrusthashelpedCowan'srevolu;onizeourmarke;ngstrategy.OurnewGoogleAnaly;cs dataletsusknowhoweec;veourdigitaladver;singis.PlacingAdsisnowasciencewith measurableresults.Inthe90daysimmediatelyfollowingtheimplementa3onCowanssawa 42%increaseinonlinebidding 163%increaseinbids 185%increaseinbidvalue ReidSikes,DirectorofMarke;ng @michael_loban 16. Scientific Method 17. @michael_loban 1. Observation 2. Research 3. Hypothesis 4. Experiment 5. Analysis 6. Share 7. Again The Scientific Method 18. @michael_loban Bucket Down the Process 19. @michael_loban Begin Testing Hypothesis - 18% 20. @michael_loban Begin Testing Hypothesis 21. Driving Value with Data 22. @michael_loban Anchorman Approach 23. @michael_loban Report the summary of the customer previous behavior. Anchorman Approach 24. @michael_loban BusinessValue DegreeofComplexity Howmany, howoTen, when? Whereisthe problem? Whyisthis happening? Whatwill happennext? Whatsthe bestthatcan happen& how? Analytical Maturity 25. @michael_loban ROI Analysis 26. Online marketing - offline results Website Visit Remarketing List Targeted Ad Completed Form Campus Visit Phone ConsultationCompleted Application 27. Beckfield College case study on official Google Analytics blog ROI Analysis in Action 28. Tell Your Story 29. Management Marke3ng FinancePR Board 30. @infotrustllc Focus The marketing world is full of bright, shiny objects. We have a tendency to run after all of them. Focus - the distinctive trait of winning marketing functions. Forbes 31. Register for Our Webinar with Brian Clifton! Storytelling with Web Analytics by Brian Clifton Wednesday, June 3 1:00 - 2:00pm EST Register Here: http://goo.gl/NqcCS4 32. Thank you Questions? 33. Michael Loban mloban@infotrustllc.com @michael_loban