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ANALYTICS
DANIEL ROWLESCEO TARGETINTERNET.COM
CIM FELLOWGOOGLE TRAINER
ASSOCIATE PROFESSORAUTHOR
ANALYTICS IN PERSPECTIVEANALYTICS SETUP
CORE REPORTSCOMMON MISTAKES
GOALS MEASUREMENT FRAMEWORK
CONVERSION MARKETING
ACTIONABLE DATA
ANALYTICS ANALYSIS
ANALYTICS ANALYSIS
FAKE DATA
> Key approach to analytics
>Page tagging.
> Common features and terminology shared by
most web analytics packages.
> Focus today on Google Analytics.
ANALYTICS PACKAGES
> Its free! Why is it free?
> No account management.
> No Service Level Agreements
> 25 month data storage
> Analytics Premium
GOOGLE ANALYTICS
PAGE TAGGING
TAG MANAGER
https://www.google.com/analytics
DASHBOARDS
> Audience.> Visitors, unique visitors, page views,
devices> Acquisition.
> Search engine, email campaign, direct.> Behaviour.
> Pages, page flow, speed, in-page, experiments.
> Conversions.> Sales, enquiries, advert clicks, sign-ups.
KEY REPORTS
> If you don’t add tracking code, email traffic
looks like direct traffic.
> Email System has reporting but no end to end.
TRACKING CODE
CAMPAIGN TRACKING
EMAIL SEARCH CONVERSION
SEARCH CONVERSION
BEYOND LAST CLICK
Bounce = visitors who enter and exit site on same
page.
VISITOR CLICKS ON BANNER ADVERT
VISITOR ENTERS ON LANDING PAGE
VISITOR LEAVES SITE WITHOUT VISITING ANOTHER PAGE
BOUNCE IS NOT BAD
> Long time spent on site/ high average page views per visitor.
> Positive?
> Engaging content.
> Interested visitor.
> Negative?
>Difficult to navigate.
>Unclear conversion path.
VISIT DURATION
TIME ON SITE MYTH
Average page visit duration?
152.5?
5 Seconds
Add on scroll events to your pages
PAGE A
5 SECONDS
PAGE B300 SECONDS
GOALS
CONVERSION
A B
GOOGLE OPTIMIZE
WHY A/B TESTING?
http://unbounce.com/a-b-testing/shocking-results/
ITERATION
http://www.google.com/analytics/features/multichannel-funnels.html
MULTI-CHANNEL FUNNELS
PATH TO ROI
Custom Dashboard
SEO
Display
CRMPPC
Social Media
Analytics
BUSINESS OBJECTIVE
DIGITAL TRAFFIC
SOURCE 1
Indicator 1
Indicator 2
Indicator 3
DIGITAL TRAFFIC
SOURCE 2
Indicator 1
Indicator 2
Indicator 3
DIGITAL TRAFFIC
SOURCE 3
Indicator 1
Indicator 2
Indicator 3
Contribution % Contribution % Contribution %
PRIMARY
GAP CORRELATION
PRIMARY OBJECTIVES
BUSINESS OBJECTIVE
PRIMARY
GAP CORRELATION
SETTING GOALS
TRAFFIC SOURCES
DIGITAL TRAFFIC
SOURCE 1
Indicator 1
Indicator 2
Indicator 3
DIGITAL TRAFFIC
SOURCE 2
Indicator 1
Indicator 2
Indicator 3
DIGITAL TRAFFIC
SOURCE 3
Indicator 1
Indicator 2
Indicator 3
TRAFFIC SOURCES
Traffic
Open Rate
CTR
Emails Sent
List Size
Traffic
No. Tweets
Engagement %
Followers
PPC
Traffic
CTR
Budget
Quality Score
CONTRIBUTION
DIGITAL TRAFFIC
SOURCE 1
Indicator 1
Indicator 2
Indicator 3
DIGITAL TRAFFIC
SOURCE 2
Indicator 1
Indicator 2
Indicator 3
DIGITAL TRAFFIC
SOURCE 3
Indicator 1
Indicator 2
Indicator 3
Contribution % Contribution % Contribution %
PRIMARY
CONTRIBUTION PERCENTAGE
BRIDGING THE GAP
> Questionnaire
>Average correlation
>On-going
> CRM Tracking
>Connect leads to sales
BUSINESS OBJECTIVE
DIGITAL TRAFFIC
SOURCE 1
Indicator 1
Indicator 2
Indicator 3
DIGITAL TRAFFIC
SOURCE 2
Indicator 1
Indicator 2
Indicator 3
DIGITAL TRAFFIC
SOURCE 3
Indicator 1
Indicator 2
Indicator 3
Contribution % Contribution % Contribution %
PRIMARY
GAP CORRELATION
STEP BY STEP GUIDE
https://www.targetinternet.com/digital-strategy-measurement-framework/
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