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Make better marketing decisions with Google Analytics - a presentation for DC Web Women
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Marketing & Analytics
CDG INTERACTIVEJUNE 24, 2009
Welcome
• Introductions– Heidi Strom Moon
• Director of Marketing
• Google Analytics
Individually Qualified
• Twitter: @heidimoon
• http://www.linkedin.com/in/heidistrommoon
– Lisa King• Marketing Strategist
• Google Analytics
Individually Qualified
• Twitter: @happyfuntime
• http://www.linkedin.com/in/lisajking
Welcome
• CDG Interactive is a full-service digital agency providing interactive strategy, marketing, branding and design. Our clients include Mondial Assistance, GEICO, Merkle, InterExchange, the Muscarelle Museum at the College of William & Mary, the Ms. Foundation, and the American Foundation for the Blind (AFB).
Marketing & Analytics
• What this talk is about– How analytics data can help marketing decisions and strategy
– What data to look for and how it’s helpful
• What it isn’t– How to set up Google Analytics
– How to use Google Analytics (OK, just a little)
Marketing & Analytics
• Analytics can tell Marketing– Basic stuff
• Who’s coming to your site? When? How often? Where are they from?
– Advanced stuff• Is this campaign working, anyway?
Basic Stuff
• #1: Who is coming to the site?
• Why is it helpful?– Planning future campaigns
– Creating a baseline for measuring change
• Where’s the data?– Visitors
Basic Stuff
• #2: When are they coming?
• Why is it helpful?– Day-parting PPC campaigns
– Understanding consumer motivations
• Where’s the data?– Visits > Visit Trending
Basic Stuff
• #3: How often do they visit?
• Why is it helpful?– Knowing whether they are more often new or repeat visitors can drive strategy
• Where’s the data?– Visitors > Visitor Loyalty > Loyalty
Basic Stuff
• #4: Where are they from?
• Why is it helpful?– Geo-targeting PPC campaigns
– Understanding market profile
• Where’s the data? – Visitors > Map Overlay
Basic Stuff
• #5: What are they looking for?
• Why is it helpful?– Search keywords indicate intent
– Drive PPC, landing page strategy
• Where’s the data?– Traffic Sources > Keywords
Advanced Stuff
• Analytics can tell Marketing– Is the campaign working?
• Related questions– How can I make it more successful?
– What should I do more of?
– What should I stop doing?
– What else should I try?
Is the campaign working?
• How can you tell what’s working and why?
• 2 keys: – Conversion
– Segmentation
• They work together– “Visits with conversions” are an advanced segment in some screens
Conversion
• Which visits actually converted (completed a goal transaction)?
– Bought something
– Downloaded a PDF
– Visited a landing page
– Whatever you determine is valuable, i.e. define as a “goal” in GA
Segmentation
• Who converted to a goal?– Slice your data down further
• Geographically
• Loyalty
• Recency
• Etc.
– How does this compare to overall visitors?
– This is who you want to go after
Now What?
• Decide what’s important– What segments do you need to know about?
– What else can drive decisions?
– Translate these into Key Performance Indicators (KPIs)
• Cost per acquisition
• Keywords with highest per-visit value
• Average value per transaction
Now What?
• Get the data– Ask your analyst to provide a weekly/monthly dashboard
– Meet with your analyst team
– Revise as needed
• Use it!
Now What?
• Educate yourself– Blogs
• Avinash Kaushik’s Occam’s Razor
• Google Analytics Blog
• Justin Cutroni’s Analytics Talk
• Web Analytics Demystified
– Books• Advanced Web Metrics with Google Analytics by Brian Clifton
• Web Analytics: An Hour a Day by Avinash Kaushik
Now What?
• Educate yourself– Analytics Groups
• Web Analytics Yahoo Group
– Tools• Google Search-Based Keyword Tool
• Google Insights for Search
• Get help– Google Analytics Authorized Consultants
The End
• Takeaways– Data is your friend
– Segment, segment, segment
• Questions?
Marketing & Analytics
CDG INTERACTIVEJUNE 24, 2009