measure digital to ignite results not reports
DESCRIPTION
Measure Digital to Ignite Results not Reports. Peter Howley, Principal Consultant Empirical Path. agenda. Introduction Status Quo Count Conversions Segment Audience Test Ideas Share Insights. About me. Led web analytics at washingtonpost.com - PowerPoint PPT PresentationTRANSCRIPT
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Measure Digitalto Ignite Results not ReportsPeter Howley, Principal Consultant
Empirical Path
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‣Introduction ‣Status Quo‣Count Conversions‣Segment Audience‣Test Ideas‣Share Insights
agenda
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About me
‣ 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
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Why measure?‣ Defend digital investment
‣ Compare online to offline
‣ Right-size digital investment
‣ Re-allocate to most valuable activities
‣ Celebrate and reward successes
‣ Learn from mistakes
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status quo
Reports that measure only how many people entered the funnel:
‣Impressions
‣Visits
‣Unique visitors
‣Friends
‣Followers
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Count conversionsMeasure how many times they complete the funnel (& achieve campaign goal):
‣Purchases
‣Social shares
‣Email signups
‣Contacts via form & phone
‣File downloads
‣Video views
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Main Domai
n
Conversions: offer
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Vendor Domai
n
Conversions: checkout
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Conversions: funnel report
NOTE: All data disguised
Show all, new,
returning, or
campaign, etc. visits
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Conversions: cross-channel
NOTE: All data disguised
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Only cumulative share
data
No share data
Conversions: sharing
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Conversions: report
NOTE: All data disguised
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segment audienceMeasure 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
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Segments: visitor typeUnique
content for each
audience
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Segments: visitor type
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Segments: visitor type reporting
NOTE: All data disguised
Row for each
segment…in any report
Conversion rates for multiple
goals
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Segments: ad campaigns
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Segments: social campaigns
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Segments: partner campaigns
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Segments: Campaign tagging
1 row for each link or set of links
worth tracking
Ties in other
analytics tools
Tells analytics
which channel worked
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Segments: Campaign tagging
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Segments: Campaign reportingRevenue
Other Conversion
s
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test ideas
Experiment with ideas and use conversion rate in key segments to pick a winner:‣ Landing Page‣ Ad Copy‣ Home Page‣ Offer‣ Discount‣ Button color
A B
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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
Test ideas: inspiration
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Carousel dominates above-the-
fold
Copy pushes
everything but
Carousel below fold
79% of page views are entries to the site
Test ideas: analysis
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Test ideas: execution
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Revenue per
Pageview shot up
Bounce rate
improved
Pageviews dropped as client cut
PPC
Test ideas: results
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Visits viewing page spent 32% more
despite falling 73%
Oh yeah!
Test ideas: results
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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
Test ideas: analysis
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Test ideas: results
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share insightsGet analytics reports, findings & recommendations to decision-makers
‣Build useful dashboards
‣Email reports automatically
‣Try out mobile apps
‣Display real-time metrics
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dashboard
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Auto-Emailed report
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Mobile apps
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Real-time displays
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Real-time displays
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Real-time displays
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Real-time displays
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Goal completed‣ Go beyond default reports
‣ Measure conversions and segments
‣ Put data into action by testing ideas and sharing insights
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Thank you
Questions now?
Questions later:
‣ 505-856-6131
‣ @phowley99 | @EmpiricalPath
‣ Facebook.com/EmpiricalPath