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Phil Taylor, Squiz's Head of Analytics, is an expert on PPC, SEM and analytics. He presented an overview of the ways in which search marketing and analytics can be used to build relevant traffic, improve engagement with your users and maximise conversions.
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A Clearer Path to Online Success
Philip Taylor, Head of Analytics, Squiz UK
Why do we use analytics?
How do we use analytics (really)?
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Define your business objectives
How are we driving online donations?When are we driving online donations?
Where are we driving online donations?From whom are we driving online donations?
To what extent are we driving online donations?
are we driving online donations?
Objective: Drive online donations
Focused lines of enquiry:
Objective: Drive online donations
How are we driving online donations?KPI: total £s donated v.s traffic source
When are we driving online donations?KPI: number of donations v.s. day of the week
Where are we driving online donations?KPI: donations per visit v.s visitor location
From whom are we driving online donations?KPI: donations per visit v.s new/returning visitor
To what extent are we driving online donations?KPI: donations v.s. visits or £ online v.s £ offline
Questions first
Analysis Educated Action
More Effective Website
Better Business
Outcomes
DataDataData
Relevant / outcome-related data
Actionable insights
Focused questions
Objective: maximise audience response
• Maximise retention of information
• Maximise agreement
• Maximise passion
What have you been drinking?
DRANK COFFEE OR WATER
AUDIENCE MEMBERS
% OF MEMBERS AGREE WITH
SPEAKER
AVERAGE AMOUNT OF
INFO RETAINED
AVERAGE LEVEL OF
ENTHUSIASM
WATER 26 15% (4) 52% (MEDIUM) MEHCOFFEE 14 86% (12) (61% HIGH) CRAZED
Hmm.. There’s something in this
coffee…
Fancy a coffee?
Analysis focused on business objectives
Insights... what to do with them…
Controlled experimentation. Fail faster
1,2,3 Testing
Sign-up form test
Sign-up form test
Sign-up form test
Sign-up form test
Sign-up form test
Sign-up form test
Sign-up form winner
Squiz Tests
Ask first, Test always, Win
Don’t forget the fuel!
PPC gives you
• Control over your messaging
• Control over your spend
• Immediate flexibility
• Total transparency
Learn, improve, grow
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Key points
• Strategy before data> Focus on business objectives> Decide KPIs before viewing reports
• Experiment continually. Fail faster• Try new marketing media. Try PPC• Ask us how we can help
