1400 omma adnets doug hecht
TRANSCRIPT
Untangling Web AnalyticsJuly 18, 2011
PREPARED FOR:
OMMA AdNets
… or how to keep
from getting
entangled in a
mountain of data.
ADAM: Analytics First
www.digitaria.com
We put you ahead by pushing
Analytics forward
Analysis
The Not So Virtuous Cycle
Marketing
ChannelsData
Disconnected
Slow
Digital marketing is both
an art and a science
Misapplication of science is ugly
In a tangled world.
“Our CTR is awesome, we
doubled traffic.”Media Buyer
Digital Marketing
Manager
Analyst
Digital Marketing
Manager
Analyst
“Awesome.”
“Remove non-qualified traffic.”
“Your bounce rate is awful.”
“How do I fix it?”
These conversations happen all
the time.
Digital Marketing
Manager
Search
Banner Email
TV
Analytics
It’s a contextual problem.
Chapter 2 – The Solution
Digital Marketing
Manager
Search
Banner Email
TV
Analytics
Get Trained.
Set Goals for Tactics & Align
with Business Objectives
Define Success
Create a Roadmap
Co
nte
xt Success Vision
Objectives
Tactics
Calendars
Seasonal Trends
Marketing outlets and platforms
Customer Journey
Features & Functionality
Measure
ment S
trate
gy KPI
Targets
Segmentations {Depending on context - by audience, by traffic source, by content consumption, by time part}
Ta
ctics
Data Sources
Metrics Definitions
Reporting Requirements and Methodology {purpose, cadence, content, format, audience}
Measurement Roadmap
Establish Success Reporting
Report with Context
Report with Context
Communicate
“Juice”
“Link Bait”
Maintain Data Integrity
Chapter 3 - Benefits
Holistic view of online
brand performance
Agencies are accountable
Metrics are communicated
consistently
Regular reporting allows
benchmarking
Understand the implications
of chopping down a tree.
Questions?