megacomm - data analytics for business results

Analytics for Business Goals

Why analytics skills are essential for marketing and technical professionals

Types of data Define and Measure – Goals & Funnels Key Metrics to Measure The three most important questions How to Embarrass Your Boss (and Implement Analytics in Your Company)

Agenda

Measure whether the business goals were achieved

Agile: Test, Sprint, Adjust Digital marketing make us more accountable and measurable

Can’t throw money on campaigns that don’t drive revenue or ROI

Why Analytics Matters

Remember the Marketing Funnel?

Source: Josh Bernoff, Ted Schadler, Empowered: Harvard Business Review

Visits

Initial Conversion

Core Conversion

Measure the Steps

Web Analytics 2.0 is:the analysis of qualitative and

quantitative data from your website & the competition

to drive a continual improvement of the online experience that your customers, and potential customers have,

which translates into your desired outcomes (online and offline)

- Avinash Kaushik, Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity

Take a Holistic Approach

What Do We Want To Know?

Clickstream – Clicktale, Experimentation & Testing: Voice of Customer: Kampyle, 4Q Competitive Intelligence - Compete, comScore, HitWise, Alexa, Google Trends

Some Tools

Spend 10% on tools Spend 90% on analysis and actionable insight

The 10/90 Rule

A website exists to serve three types of outcomes:

1.Increase revenue2.Reduce cost3.Improve customer loyalty/satisfaction

Measure Against These Outcomes

What’s Your Goal?

STOP MEASURING TRAFFIC AND VISITORS

Pageviews Visits Traffic Sources Likes Fans Followers +1s (sorry Google!)

What NOT to measure

Sales Downloads

◦White Papers◦Software◦User Guides (yes, even PDFs)

Registrations Leads

Business Goals & the Steps to Achieve them

What TO Measure

What is your goal and what is the pathway to achieve it 1.Define your KPI: Intended Goal (sale, lead, etc.)

2.What is the pathway to achieve this goal? The pages that a person need to visit in order to achieve the goal.

3.Goal Value: ROI of goal completion (Optional)

Goals and Funnels

Funnels

How to Set Up Goals in Google Analytics1.Create Goal Conversion Page (“Thank You”)2.Add Steps in Funnel (Optional)

For full instructions: http://j.mp/goals-and-funnels

URL TrackingTag every link in order to ensure that you cantrack your web traffic

1. Go to Google URL Builder at http://j.mp/url-builder22. Enter the website URL

1. Source: linkedin, newsletter, google2. Medium: social, email, organic, cpc, referral3. Campaign Name: promo code, slogan

http://www.avihein.com/?utm_source=presentation&utm_medium=megacomm&utm_campaign=analytics-for-comm-professionals

Goal: 300 Registrations for WebinarTactic: Identify which channels lead to more registrations

Case Study: Webinar

Created “thank-you” post-registration page

Case Study: 300 Registrations

What worked & what didn’t work – who drove traffic but not registrations

Examine which webinars/messages/channels to invest in

Conversion: Webinar Registrations

Why did 500 people come to my page but only 5 download my white paper?

WHY?

• Many ways to answer “Why?”

• Usability Studies: See how users complete a task • Test concepts• Verify comprehension

• Surveys – Listen to the customers and generate immediate feedback

Qualitative

What is the purpose of your visit to our website?• They might not be there for the reason that you

think. Were you able to complete the task?

• Your opinion is irrelevant. So is your bosses. The only opinion that matters is your customer.

If you were not able to complete the task, why not?• What can you change to raise your conversions?

The 3 Most Important Questions to Ask

Experiment and Test – Test two variations of a page and see which converts more

Ask “Why?” - Capture Voice of Consumer on Underperforming Page

Benchmark Competitive Analysis – Show How Much Better Your

Competitor is Doing Run a Small Experiment with a Friendly Sub-site Hire a Consultant

How to Embarrass Your Boss

• Avinash Kaushik, Web Analytics 2.0• Occam’s Razor,

http://www.kaushik.net

• Daniel Weisberg• http://online-behavior.com/• http://conversionjourney.co

m/

• Avi Hein• http://www.avihein.com• http://www.theclinegroup.com

Resources

Advisory Board, The Cline Group Global Marketing Manager, Typemock

www.avihein.com avihein@gmail.com

About Avi

Thank You!www.avihein.com