MAKE FRIENDS & INFLUENCE PEOPLE WITH GOOGLE ANALYTICS
OR UNLEASING YOUR INNER COLUMBO
Image Slide
http://www.reelz.com/trailer-clips/33997/noise-trailer// Reezle
“Half the money I spend
on advertising is wasted;
the trouble is I don’t
know which half.”
digital marketing
CREATE A MEASUREMENT FRAMEWORK.
Business objective
what we are trying to achieve
Tactic action to achieve the objective
Website goal how the website delivers the tactic
KPI how we will measure the goal
Target what we are aiming for
COMPONENTSWHAT’S IMPORTANT
BUSINESS OBJECTIVE
To become the #1 kids clothes brand, combining style & ethical sourcing
TACTICS
Sell shed loads of kids clothes Strong ethical credibility Drive new visitors to try our
brand proposition
WEBSITE
GOALS
Ecommerce conversions & revenue
Build a community of like minded parents
Capture & captivate new visitors
KPI
• Revenue
• Ecommerce conversion rate
• Basket abandonment rate
• Newsletter sign ups
• Time on site
• Visitors from social media
• AdWords CTR
• % AdWords conversion
• % new visitors
• % (not provided)
TARGET Revenue of £xk in 2014
Double the level of social media & newsletter interactions with the
website
Reduce the cost per acquisition by £x
business objective
to be a top search & social media agency
tactic demonstrate expertise though advice & training
KPIs page views of the blogtime on site repeat visitorstracked visits from social media
target page views of the blog – 2,000 per month by Jan 2015
AS STRAIGHTFORWARD AS YOU LIKENOISY LITTLE MONKEY
YAY our blogs drive new visitorsBOO session durations are really low . . . what can we do to improve this?
Hat tip to Avinash Kaushik for his amazing work on making Analytics a meaningful measure tool: http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
BUSINESS OBJECTIVE
TACTICS
WEBSITE
GOALS
KPI
TARGET
Link AdWords & Analytics.
LINK ADWORDS & ANALYTICS
Use custom reports to drill down into what’s happening
UNDERSTAND ROI OF PAID
More transactionsLower costs
Higher revenue per clickWin!
Tag your links.
USE A URL TRACKER
Other url trackers are available
WE LOVE IT SO MUCH WE BUILT ONE
http://www.noisylittlemonkey.com/professor-traffic
INTELLIGENT TAGGING = GREAT DATA How much did
I pay for these visitors?
How can I improve paid engagement?
Is my newsletter driving visitors?
Did this test work?
AND THE POINT IS . . .
http://blogs.wsj.com/speakeasy/2011/06/24/peter-falk-a-look-back-in-photos/
Tag your links
MAKE FRIENDS & INFLUENCE PEOPLE
1. Know what’s important, develop your measurement framework
2. Link AdWords & Analytics
3. Tag all the URL links to your website
4. Ask good questions
5. Invest in what is important & keep innovating
And upgrade to Universal Analytics
WITH 6 ANALYTICS STEPS
Recommended
