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ANALYTICS

DANIEL ROWLESCEO TARGETINTERNET.COM

CIM FELLOWGOOGLE TRAINER

ASSOCIATE PROFESSORAUTHOR

TWITTER: DANIELROWLES INSTAGRAM: TARGETINERNET

EMAIL: DANIELROWLES@ME.COM

ANALYTICS IN PERSPECTIVEANALYTICS SETUP

CORE REPORTSCOMMON MISTAKES

GOALS MEASUREMENT FRAMEWORK

CONVERSION MARKETING

ACTIONABLE DATA

ANALYTICS ANALYSIS

ANALYTICS ANALYSIS

FAKE DATA

> Key approach to analytics

>Page tagging.

> Common features and terminology shared by

most web analytics packages.

> Focus today on Google Analytics.

ANALYTICS PACKAGES

> Its free! Why is it free?

> No account management.

> No Service Level Agreements

> 25 month data storage

> Analytics Premium

GOOGLE ANALYTICS

PAGE TAGGING

TAG MANAGER

https://www.google.com/analytics

DASHBOARDS

> Audience.> Visitors, unique visitors, page views,

devices> Acquisition.

> Search engine, email campaign, direct.> Behaviour.

> Pages, page flow, speed, in-page, experiments.

> Conversions.> Sales, enquiries, advert clicks, sign-ups.

KEY REPORTS

> If you don’t add tracking code, email traffic

looks like direct traffic.

> Email System has reporting but no end to end.

TRACKING CODE

CAMPAIGN TRACKING

EMAIL SEARCH CONVERSION

SEARCH CONVERSION

BEYOND LAST CLICK

Bounce = visitors who enter and exit site on same

page.

VISITOR CLICKS ON BANNER ADVERT

VISITOR ENTERS ON LANDING PAGE

VISITOR LEAVES SITE WITHOUT VISITING ANOTHER PAGE

BOUNCE IS NOT BAD

> Long time spent on site/ high average page views per visitor.

> Positive?

> Engaging content.

> Interested visitor.

> Negative?

>Difficult to navigate.

>Unclear conversion path.

VISIT DURATION

TIME ON SITE MYTH

Average page visit duration?

152.5?

5 Seconds

Add on scroll events to your pages

PAGE A

5 SECONDS

PAGE B300 SECONDS

GOALS

CONVERSION

A B

GOOGLE OPTIMIZE

WHY A/B TESTING?

http://unbounce.com/a-b-testing/shocking-results/

ITERATION

http://www.google.com/analytics/features/multichannel-funnels.html

MULTI-CHANNEL FUNNELS

PATH TO ROI

Custom Dashboard

SEO

Email

Display

CRMPPC

Social Media

Analytics

BUSINESS OBJECTIVE

DIGITAL TRAFFIC

SOURCE 1

Indicator 1

Indicator 2

Indicator 3

DIGITAL TRAFFIC

SOURCE 2

Indicator 1

Indicator 2

Indicator 3

DIGITAL TRAFFIC

SOURCE 3

Indicator 1

Indicator 2

Indicator 3

Contribution % Contribution % Contribution %

PRIMARY

GAP CORRELATION

PRIMARY OBJECTIVES

BUSINESS OBJECTIVE

PRIMARY

GAP CORRELATION

SETTING GOALS

TRAFFIC SOURCES

DIGITAL TRAFFIC

SOURCE 1

Indicator 1

Indicator 2

Indicator 3

DIGITAL TRAFFIC

SOURCE 2

Indicator 1

Indicator 2

Indicator 3

DIGITAL TRAFFIC

SOURCE 3

Indicator 1

Indicator 2

Indicator 3

TRAFFIC SOURCES

EMAIL

Traffic

Open Rate

CTR

Emails Sent

List Size

TWITTER

Traffic

No. Tweets

Engagement %

Followers

PPC

Traffic

CTR

Budget

Quality Score

CONTRIBUTION

DIGITAL TRAFFIC

SOURCE 1

Indicator 1

Indicator 2

Indicator 3

DIGITAL TRAFFIC

SOURCE 2

Indicator 1

Indicator 2

Indicator 3

DIGITAL TRAFFIC

SOURCE 3

Indicator 1

Indicator 2

Indicator 3

Contribution % Contribution % Contribution %

PRIMARY

CONTRIBUTION PERCENTAGE

BRIDGING THE GAP

> Questionnaire

>Average correlation

>On-going

> CRM Tracking

>Connect leads to sales

BUSINESS OBJECTIVE

DIGITAL TRAFFIC

SOURCE 1

Indicator 1

Indicator 2

Indicator 3

DIGITAL TRAFFIC

SOURCE 2

Indicator 1

Indicator 2

Indicator 3

DIGITAL TRAFFIC

SOURCE 3

Indicator 1

Indicator 2

Indicator 3

Contribution % Contribution % Contribution %

PRIMARY

GAP CORRELATION

STEP BY STEP GUIDE

https://www.targetinternet.com/digital-strategy-measurement-framework/

DANIELROWLES@ME.COM@DANIELROWLES

@TARGETINTERNET