Bruno Dillen - These Days - Putting your money where your mouth is with Google Analytics; A case-study - GABC12

THE BRANDINTERACTION

COMPANY

04/09/2023 © THESE DAYS – The Brand Interaction Company

A RACE TO THE BOTTOMTHESE DAYS > ONLINE CONVERSION MANAGER > BRUNO DILLEN


BE CAREFUL WITH DATA


EXAMPLE: HIGH VOLUME, LOW CONVERSION



CONVERSIONS


Visitors 1 000 000

Conversions 10 0,001%





TIP 1

While it may seem obvious that there is a big difference between qualified and non-qualified traffic, we see –time and time again- campaigns and websites being judged mainly on total volume.

Make sure you’re not blinded by a single metric!


BE CAREFUL WITH KPI’S


EXAMPLE: ADWORDS KPI’S


Cost/conv target €25

Yearly growth target 5%


€10 cost/conv €50 cost/conv


€10 cost/conv €50 cost/conv


# conversions Total cost Cost per conversion

Lada 60 €600 €10

Ferrari 36 €1800 €50

totaal 96 €2400 €25

# conversions Total cost Cost per conversionLada 65 €650 €10

Ferrari 36 €1872 €52

totaal 101 €2400 €25

Y0

Y1

# conversions Total cost Cost per conversion

Lada 83 €996 €12

Ferrari 36 €1980 €55

totaal 119 €2976 €25

Y2


€50 cost/conv


TIP 2

Everything can be measured with AdWords, so make sure you measure everything. All KPI’s should be monitored on a level as deep as possible (matched search query) in order to analyse and optimise. Add other data (such as multi-channel funnels) to the equation as well.

After a monthly or quarterly review, don’t forget to re-evaluate all parameters.


EXAMPLE: FACEBOOK FANS



10$ per fan




TIP 3

Don’t ever be impressed by any data or results you are shown. Keep asking, keep digging for anything that might be relevant.

Otherwise you might have been sold “12 000$” worth of Facebook fans which were bought for 5$. This goes for other services like linkbuilding and viral video’s, as well.


BE CAREFUL WITH TARGETS


EXAMPLE: THE GOOD OR THE BAD



When times are bad, we react rather than act. Keep on running.

When times are bad, we sit back and relax from all the running.


When times are bad, we should relax and give ourselves the time to think.

When times are good, we should turn the volume up to 11. Scale what’s great.


TIP 4

Management by numbers can lead to being a reactionary rather than “actionary” organisation. Set goals but don’t write them in stone. Dare to exceed (and sometimes miss) targets.


KEY TAKEAWAYS

1. Always distrust data you see and especially data you are presented with.2. Understand the full process behind every single one of your metrics. Build targets bottom-up to reach company-wide goals.3. Decide on a few KPI’s which you monitor on a day-to-day basis and re-evaluate these at least quarterly.4. Don’t manage by numbers because people will actually do anything to reach the goals you’ve set.


COMPANY


COMPANY

Technology

Bruno Dillen - These Days - Putting your money where your mouth is with Google Analytics; A case-study - GABC12