measurement+tracking - independent production fund - digital marketing workshop - dec 2013
DESCRIPTION
A look at the basics of analytics for screen media. Includes a discussion of static and performance metrics as well as an overview of how to setup Google Analytics and how to analyze the resultant data.TRANSCRIPT
ANALYTICS, MEASUREMENT & TRACKING (Where & When?)
IPF Digital Marketing Workshop
December 8, 2013
WHAT is analytics?
Online people vote with their actions &
analytics tracks & measures those actions
WHY is it important?
KNOWLEDGE
Campaigns
Audience behaviour
What is working & what is not
POWER TO CHANGE
WHY is it important?
POWER TO CHANGE
Optimize
Real-time
No gatekeepers
OWN YOUR OWN SUCCESS
WHAT should you track & measure?
• Static metrics (raw numbers)
• Performance metrics (context)
• Regular reporting periods
• Comparisons over time
• Keep it simple
• Focus on data that reflects your goals
WHAT should you track & measure?
Examples of Static Metrics:
• Pageviews & visits
• Unique visitors
• Social, search, or campaign visits
• Top landing & exit pages
• Sales & signups
WHAT should you track & measure?
Performance Metrics:
• Combine two or more static metrics
• Expressed as averages, ratios or %s
• Provide further context for static metrics
WHAT should you track & measure?Examples of Performance Metrics:
• % of new visits
• % of search or social visits
• Pages/visit
• Average visit length
• Bounce rate
• Conversion rate
• Engagement rate
HOW to set upGoogle Analytics
(BASIC)
HOW to setup Google AnalyticsOther steps:
• Filter out internal IPs
• Connect to Webmaster Tools & Google AdWords
• Setup remarketing tracking (only currently for older .js code)
• Set up Custom Reports & Dashboards
• Use Flow Visualization (for visitors & goals)
• Setup Goals & Funnels
HOW to setup Google AnalyticsBonus:
• Tag all URLs for promotional activities using the proper parameters
https://support.google.com/analytics/answer/1033867?hl=en
HOW to analyzeGoogle Analytics
(BASIC)
HOW to analyze Google Analytics
• Keep it simple
• Match data to audience
• Match data to goals
• Track regularly (weekly, monthly)
• Track trends over time
WHEN & WHERE exercise
Identify 3 metrics of YOUR success.
• Reflect business goals.
• Be specific.
• What’s going to make you money?
Example of Success Metrics:“Wizard of Oz”
• Unique monthly visitors (want to demonstrate ongoing increase each month to attract advertisers & investors)
• Pages/visit & top content pages (creating lots of web content & want to demonstrate engagement & understand what is most interesting to audience)
• Email signups (growing audience that we own, not that FB owns & tracking where signups are coming from)
You can find me at:
Annelise Larson
@veriatweet
www.veria.ca
Find this presentation at:
http://www.slideshare.net/annelisedlarson/ipf-digital-marketing-measurement-tracking-dec-2013