measure digital to ignite results, not reports (aaf)

Peter Howley, Principal Consultant

Empirical Path

‣ Introduction

‣ Status Quo

‣Count Conversions

‣ Segment Audience

‣Test Ideas

‣ Share Insights

‣ Led web analytics at washingtonpost.com

‣ Led branding business at #1 online ad network

‣ Founded Empirical Path in 2002

‣ Earned Google Analytics and Omniture certifications

‣ Defend digital investment

‣ Compare online to offline

‣ Right-size digital investment

‣ Re-allocate to most valuable activities

‣ Celebrate and reward successes

‣ Learn from mistakes

Reports that measure only how many people entered the funnel:

‣ Impressions

‣ Visits

‣ Unique visitors

‣ Friends

‣ Followers

Measure how many times they complete the funnel (& achieve campaign goal):

‣ Purchases

‣ Social shares

‣ Email signups

‣ Contacts via form & phone

‣ File downloads

‣ Video views

Main Domain

Vendor Domain

NOTE: All data disguised

Show all, new, returning, or

campaign, etc. visits

NOTE: All data disguised

Only cumulative share data

No share data

NOTE: All data disguised

Measure conversion rate for each key segment of visitors.

‣ Traffic source (PPC, email, SEO)

‣ Geography

‣ Loyalty (new, returning)

‣ Content interest

‣ Prior purchase

‣ Answers to survey questions

Unique content for

each audience

NOTE: All data disguised

Row for each segment…in any report

Conversion rates for

multiple goals

1 row for each link or set of links worth

tracking

Ties in other analytics

tools

Tells analytics which

channel worked

Revenue Other

Conversions

Experiment with ideas and use conversion rate in key segments to pick a winner:

‣ Landing Page ‣ Ad Copy ‣ Home Page ‣ Offer ‣ Discount ‣ Button color

Above-the-fold call-to-action

23% of next clicks from the

homepage are to promotions

23% of next clicks from the

homepage are to promotions

23% of next clicks from the

homepage are to promotions

23% of next clicks from the homepage are to promotions

Carousel dominates above-the-

fold

Copy pushes everything

but Carousel below fold

79% of page views are

entries to the site

Revenue per Pageview shot up

Bounce rate improved

Pageviews dropped as client cut

PPC

Visits viewing page spent 32%

more despite falling 73%

Oh yeah!

Downplay; 9% click but 27% of those come back

Shrink; pushes

products & prices down

Shrink; pushes

products & prices down

Keep; 18% of entrances

click

Lose; draws eye from

product art & headline

Get analytics reports, findings & recommendations to decision-makers

‣ Build useful dashboards

‣ Email reports automatically

‣ Try out mobile apps

‣ Display real-time metrics

‣ Go beyond default reports

‣ Measure conversions and segments

‣ Put data into action by testing ideas and sharing insights

Questions now?

Questions later:

‣ peter.howley@empiricalpath.com

‣ 505-856-6131

‣ @phowley99 | @EmpiricalPath

‣ Facebook.com/EmpiricalPath