Transcript
Page 1: 4 Tips to Optimize Campaigns with Data & Testing; Infotrust

Optimizing Marketing with Analytics Michael Loban

@michael_loban

Page 2: 4 Tips to Optimize Campaigns with Data & Testing; Infotrust

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

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How Do We Make Marketing Decisions?

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Consider:

@michael_loban

“It would appear, John, that your gut feel was only indigestion”

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How Decisions are Made

@michael_loban

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Keeping Score

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@michael_loban

Total  Sessions   Avg.  Session  Dura3on  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  

Bounce  Rate   Time  on  Page  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?

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@michael_loban

Total  Sessions   Avg.  Session  Dura3on  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  

Bounce  Rate   Time  on  Page  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?

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@michael_loban

Build a Scoring System That Matters Desired  Ac3ons   Importance  Factor  

Page  scrolling   10  

Ar;cle  reading   10  

75%  Video  viewership   10  

Coupon  print   20  

Registra;on   20  

Email  Sign-­‐up   20  

Purchase   30  

Subscrip;on   30  

Feedback  &  Review   30  

Social  Proof  –  Like,  Tweet,  Share   30  

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Metrics That Tell a Story

What are my most popular

products?

Which products are most frequently

abandoned?

Which products are converting

well?

@infotrustllc

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Focusing on Segmentation

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Focus on your IVP

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@michael_loban

Focus on your IVP

IDEAL VISITOR PROFILE

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@michael_loban

Build Your Funnel

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Using Data - Case Study InfoTrust  has  helped  Cowan's  revolu;onize  our  marke;ng  strategy.  Our  new  Google  Analy;cs  data  lets  us  know  how  effec;ve  our  digital  adver;sing  is.  Placing  Ads  is  now  a  science  with  measurable  results.  In  the  90  days  immediately  following  the  implementa3on  Cowan’s  saw  a  ●  42%  increase  in  online  bidding  ●  163%  increase  in  bids  ●  185%  increase  in  bid  value      

Reid  Sikes,  Director  of  Marke;ng    

@michael_loban

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Scientific Method

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@michael_loban

1. Observation 2. Research 3. Hypothesis 4.  Experiment 5. Analysis 6.  Share 7. Again

The Scientific Method

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@michael_loban

Bucket Down the Process

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@michael_loban

Begin Testing Hypothesis - 18%

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@michael_loban

Begin Testing Hypothesis

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Driving Value with Data

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@michael_loban

Anchorman Approach

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@michael_loban

Report the summary of the customer previous

behavior.

Anchorman Approach

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@michael_loban

Busine

ss  Value

 

Degree  of  Complexity  

How  many,  how  oTen,  when?  

Where  is  the  problem?  

Why  is  this  happening?  

What  will  happen  next?  

What’s  the  best  that  can  happen  &  how?  

Analytical Maturity

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@michael_loban

ROI Analysis

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Online marketing - offline results Website Visit Remarketing List Targeted Ad Completed Form

Campus Visit Phone Consultation Completed Application

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Beckfield College case study on official Google Analytics blog

ROI Analysis in Action

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Tell Your Story

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Management  

Marke3ng  

Finance  PR  

Board  

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@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

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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

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Thank you Questions?

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Michael Loban [email protected]

@michael_loban


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