measure digital to ignite results, not reports (lsc tig)

#lsctig @lsctweets @EmpiricalPath

Peter Howley of Empirical Path @EmpiricalPath @phowley99

#lsctig @lsctweets @EmpiricalPath

‣ Introduction

‣ Status Quo

‣Count Conversions

‣ Segment Audiences

‣Test Ideas

‣ Share Insights

#lsctig @lsctweets @EmpiricalPath

‣ Founded in Washington DC in 2002

‣ Atlanta and NM offices

‣ Founder led web analytics at washingtonpost.com

‣ Google Analytics Certified Partner

‣ Yahoo! Web Analytics Consultant Network

‣ Webtrends Agency

#lsctig @lsctweets @EmpiricalPath

‣ Defend digital investment

‣ Compare online to offline

‣ Right-size digital investment

‣ Re-allocate to most valuable activities

‣ Celebrate and reward successes

‣ Learn from mistakes

#lsctig @lsctweets @EmpiricalPath

Reports that measure only how many people entered the funnel:

‣ Impressions

‣ Visits

‣ Unique visitors

‣ Friends

‣ Followers

#lsctig @lsctweets @EmpiricalPath

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

‣ Purchases

‣ Social shares

‣ Email signups

‣ Contacts via form & phone

‣ File downloads

‣ Video views

#lsctig @lsctweets @EmpiricalPath

Main Domain

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Vendor Domain

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NOTE: All data disguised

Show all, new, returning, or

campaign, etc. visits

#lsctig @lsctweets @EmpiricalPath

NOTE: All data disguised

#lsctig @lsctweets @EmpiricalPath

Only cumulative share data

No share data

#lsctig @lsctweets @EmpiricalPath

NOTE: All data disguised

#lsctig @lsctweets @EmpiricalPath

Measure conversion rate for each key segment of visitors.

‣ Traffic source (PPC, email, SEO)

‣ Geography

‣ Loyalty (new, returning)

‣ Answers to survey questions

‣ Content interest

‣ Prior purchase

#lsctig @lsctweets @EmpiricalPath

Unique content for

each audience

#lsctig @lsctweets @EmpiricalPath

#lsctig @lsctweets @EmpiricalPath

NOTE: All data disguised

Row for each segment…in any report

Conversion rates for

multiple goals

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#lsctig @lsctweets @EmpiricalPath

#lsctig @lsctweets @EmpiricalPath

#lsctig @lsctweets @EmpiricalPath

1 row for each link or set of links worth

tracking

Ties in other analytics

tools

Tells analytics which

channel worked

#lsctig @lsctweets @EmpiricalPath

#lsctig @lsctweets @EmpiricalPath

Revenue Other

Conversions

#lsctig @lsctweets @EmpiricalPath

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

‣ Landing Page

‣ Ad Copy

‣ Home Page

‣ Offer

‣ Discount

‣ Button color

#lsctig @lsctweets @EmpiricalPath

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

#lsctig @lsctweets @EmpiricalPath

Carousel dominates above-the-

fold

Copy pushes everything

but Carousel below fold

79% of page views are

entries to the site

#lsctig @lsctweets @EmpiricalPath

#lsctig @lsctweets @EmpiricalPath

Revenue per Pageview shot up

Bounce rate improved

Pageviews dropped as client cut

PPC NOTE: Period data disguised

#lsctig @lsctweets @EmpiricalPath

Visits viewing page spent 32%

more despite falling 73%

Oh yeah!

NOTE: Period data disguised

#lsctig @lsctweets @EmpiricalPath

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

#lsctig @lsctweets @EmpiricalPath

#lsctig @lsctweets @EmpiricalPath

Get analytics reports, findings & recommendations to decision-makers

‣ Build useful dashboards

‣ Email reports automatically

‣ Update spreadsheets automatically

‣ Try out mobile apps

‣ Display real-time metrics

#lsctig @lsctweets @EmpiricalPath

#lsctig @lsctweets @EmpiricalPath

#lsctig @lsctweets @EmpiricalPath

#lsctig @lsctweets @EmpiricalPath

#lsctig @lsctweets @EmpiricalPath

#lsctig @lsctweets @EmpiricalPath

#lsctig @lsctweets @EmpiricalPath

#lsctig @lsctweets @EmpiricalPath

#lsctig @lsctweets @EmpiricalPath

Please Submit Your Session Evaluation:

‣ http://svy.mk/TIGEval from your laptop, smartphone, or tablet

‣ Session Title: Google Analytics: Measure to Ignite Results, not Reports

‣ Or Enter This Session Code: GAMI

‣ (You can also still submit a paper evaluation.)

#lsctig @lsctweets @EmpiricalPath

Questions now?

Questions later:

‣ info@empiricalpath.com

‣ @EmpiricalPath or @phowley99

‣ Facebook.com/EmpiricalPath

‣ +Empirical Path Page