five analytics tips for top marketers
TRANSCRIPT
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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