adopting a data-driven philosophy in your organization
DESCRIPTION
The use of data in your marketing and operations simply makes for better decisions. By changing your organization's feelings on data, you foster a culture where strategy is no longer based on opinion or instinct.TRANSCRIPT
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@markfsimmons MixedDigital.com
The #Data-Driven Philosophy
Organization
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@markfsimmons MixedDigital.com
Contents
• Data-Driven Philosophy• Analytics• Advanced Analytics• Case Studies• Q&A
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@markfsimmons MixedDigital.com
The #Data-Driven Philosophy
What is #Data-Driven?
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@markfsimmons MixedDigital.com
The #Data-Driven Philosophy
• Marketing• Sales• Customer Service• Human Resources• Supply Chain• Manufacturing• IT
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@markfsimmons MixedDigital.com
The #Data-Driven Philosophy
Big Data vs. #SmartData
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@markfsimmons MixedDigital.com
The #Data-Driven Philosophy
Organizational Resistance – Fear & “Accountability Creep”
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@markfsimmons MixedDigital.com
The #Data-Driven Philosophy
Organizational Benefits
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@markfsimmons MixedDigital.com
The #Data-Driven Philosophy
Adoption, Investment, Implementation
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@markfsimmons MixedDigital.com
Web AnalyticsBrief Explanation
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@markfsimmons MixedDigital.com
Web AnalyticsHistory & Evolution
Counters
Conversion
Trackers (Atlas, DART)
Analytics Suites
Multi-Channel
3rd party integratio
n
Mobile
Predictive
Universal
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@markfsimmons MixedDigital.com
Web AnalyticsThe Basics
• Implementation• Profiles• Filters• Goals• Funnels• Webmaster• Demographics• Adwords
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@markfsimmons MixedDigital.com
Web Analytics: AdvancedEvent Tracking
• Advantages• Implementation• Assessment
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@markfsimmons MixedDigital.com
Web Analytics: AdvancedEvent Tracking: Advantages
Event tracking provides insight into the behavior of your visitors by tracking the specific actions taken throughout the site. This identifies opportunity to edit content, provide additional content or implement technical changes to impact user experience.
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@markfsimmons MixedDigital.com
Web Analytics: AdvancedEvent Tracking: Implementation
• Requires editing the analytics tracking code• Google Tag Manager – simplifies• Naming Convention
Category Action Label White Papers Download [name of white paper] Articles Download [name of article] Brochures Download [name of brochure] Support Literature Download [name of literature] Video – [topical, bio, promotional] View [title] High Value Links Click [destination]
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@markfsimmons MixedDigital.com
Web Analytics: AdvancedEvent Tracking: Assessment
• What is our most popular piece of downloadable content?
• How often do visitors click the subscribe button?• What channel drives the most video views?• What roles does social play in content
consumption?
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@markfsimmons MixedDigital.com
Web Analytics: AdvancedMulti-Channel Analysis
• Multi Channel Attribution• Top Conversion Paths• Assisted Conversions• Custom Channel Groupings
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@markfsimmons MixedDigital.com
Web Analytics: AdvancedMulti-Channel Analysis: Attribution
First
Assist
Last90 Days
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@markfsimmons MixedDigital.com
Web Analytics: AdvancedMulti-Channel Analysis: Top Conversion Paths
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@markfsimmons MixedDigital.com
Web Analytics: AdvancedMulti-Channel Analysis: Assisted Conversions
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@markfsimmons MixedDigital.com
Web Analytics: AdvancedMulti-Channel Analysis: Custom Channel
Groupings
• Standard channels• Allow a deeper, customized view of your
data• Creating a custom channel• Reporting
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@markfsimmons MixedDigital.com
Web Analytics: AdvancedMulti-Channel Analysis: Custom Channel
Groupings
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@markfsimmons MixedDigital.com
Web Analytics: AdvancedMulti-Channel Analysis: Custom Channel
Groupings
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@markfsimmons MixedDigital.com
Web Analytics: AdvancedAdvanced Segments: Definition
“Advanced segments allow you to isolate and analyze subsets of sessions and users to gain deeper insights.”
Tweetable!
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@markfsimmons MixedDigital.com
Web Analytics: AdvancedAdvanced Segments: Standard Segments
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@markfsimmons MixedDigital.com
Web Analytics: AdvancedAdvanced Segments: Custom Segments
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@markfsimmons MixedDigital.com
Web Analytics: AdvancedAdvanced Segments: Examples
• Users from the MidWest, whose revenue exceeded $1,000 and sessions where the medium was cpc
• Android users, coming from display ads, that generated at least $100 in revenue
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@markfsimmons MixedDigital.com
Web Analytics: AdvancedContent Grouping: Definition
“Content grouping lets you group content into a logical structure based on how you view your site or app.”
Tweetable!
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@markfsimmons MixedDigital.com
Web Analytics: AdvancedContent Grouping: Examples – E-Commerce
Men
Shoes
Casual
Athletic
Shirts Pants
Women
Shoes Shirts Pants
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@markfsimmons MixedDigital.com
Web Analytics: AdvancedContent Grouping: Examples – B2B
Clients
Research Books Training Videos
Prospects
White Papers
Case Studies SlideShare
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@markfsimmons MixedDigital.com
Web Analytics: AdvancedContent Grouping: Implementation
1.Change Code2.Rules-based3.Regex
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@markfsimmons MixedDigital.com
Web Analytics: AdvancedContent Grouping: Implementation - Code
Modification
Modify the code on each page to identify the index number and content group to which the content belongs
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@markfsimmons MixedDigital.com
Web Analytics: AdvancedContent Grouping: Implementation – Rules &
Regex
Rules:
page > contains > books
Regex (Extraction):
Page > /Men/(.*)/Page Title > (.*shirts).*
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@markfsimmons MixedDigital.com
Web Analytics: AdvancedContent Grouping: Reporting
Content Grouping is a primary dimension
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@markfsimmons MixedDigital.com
Case StudiesLead Generation
• B2B company focused on workforce housing industry
• Used advanced segments to analyze visitor behavior
• Discovered visitors that consumed digital assets were 3x more likely to complete form and that repeat visitors converted 50% more often
• Began increasing promotion of digital assets via paid search, social media and on the site
• Successfully tested retargeting• Increased leads ~25% within 6 months
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@markfsimmons MixedDigital.com
Case StudiesE-Commerce
• E-commerce company selling essential oils and wellness products
• Used content grouping, advanced segments and multi-channel funnels to analyze performance
• Discovered that singles outperformed blends, women outspent men 3 to 1 and that social media played a large role in first click attribution
• Changed the way singles are merchandised and marketed, launched a presence on Pinterest and targeted female-centric sites, revamped the social strategy to better position the products.
• All together, sales increased ~250% over a 6 month timeframe
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@markfsimmons MixedDigital.com
Mark F SimmonsChief Strategist, Mixed Digital
“The #Data-Driven Philosophy Organization”