five analytics tips for top marketers

Five Analytics Tips for Top Marketers

Feras AlhlouPrincipal Consultant, E-Nor

@ferasa

www.e-nor.com

Agenda

• More Data Than Ever

• Tips– People, Process & Technology– The Power of Segmentation– It’s All About Visitors– Optimize What Matters Most– Deriving Insights

• Husband • Father: 3 children• Volunteering, Reading, Skiing & Martial Arts• Co-chair of the Digital Marketing Association (DAA) – San Francisco Chapter• Principal Consultant/Co-founder E-Nor: Santa Clara/LA/Dallas/Tampa/NYC/Brussels

Data is everywhere…

… and we have lots of it!

source: decisionstats.com

One minute…

Mobile Analytics

http://www.thinkwithgoogle.com/insights

Tip 1: Think People, Process not just Technology

People

Process

Technology

Digital Analytics Solution Design

When and How to Bring the Analytics Team

Source: Google Analytics

Tip 2:Segmentation – Do or Die!

• The act of dividing or partitioning; separation by the creation of a boundary that divides or keeps apart 

Channel Segmentation

Intuitive, innovative data visualizations

Site Data: www.googlestore.com

Aggregates are good but…

Content Consumption - What can we measure?

• Events – User Interactions

• Videos

• Downloads

• Outbound Links

• Outcomes

Source: Google Analytics

Tip 3: Gone are the Visits… It’s all about Visitors

Source: Google Analytics

Source: Google Analytics

Trends in Education

• Florida Lynn University– iPads “truly modern college experience”

• Student debt reaching 1 Trillion– More economical solutions

• Online learning• eTextbooks

“Unique Visitors”

Unique Visitors 5X > Actual Number of Students

Tip 4: Optimize What Matters Most

Finding the needle in the needle stack!

Response Data– Optimize on Click-thrus (ok)

– Optimize on Conversion (good)

– Optimize on Life Time Value (AWESOME)

One User – Multiple Browsers

One User - Mobile & Web

Tip 5:Deriving Insights Can’t Be Done in a Vacuum

Data WarehouseWeb Analytics

Search

Social

Mobile Offline

CRM

Qualitative

Cost Data

Premium is built off an amazing platform…

Minimize setup time, maximize data exploration

Enable data-driven decision making across the company

Integrated with key Google products

…but with much more of what you need

10x Custom VariablesCustomize your data.

Standard Premium

100x Data LimitsSend in more data. Lots more.

600x Larger ReportsGet more of your data out.

Up to 12x Fresher DataAccess your data faster.

200x Custom AccuracySegment your data with confidence.

Standard Premium Standard Premium Standard Premium Standard Premium

Source: Google Analytics

Google BigQuery

Source: Tableau Software

Customer 360 View

The Five Tips

• People, Process & Technology

• The Power of Segmentation

• It’s All About Visitors

• Optimize What Matters Most

• Deriving Insights

The Analytics Muscle Unused Will Atrophy

Move The Needle

Move The Needle

• What is the first thing to do after watching your class? • Identify three Key Performance Indicators

• Identify Key Segments• Geography • Traffic Channels• Visitor Types

Move The Needle

 www.onlinemarketinginstitute.org 

Thank You!

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