megacomm - data analytics for business results
DESCRIPTION
Data analytics can drive business results. MEGACOMM is Israel's largest technical and marketing communications conference.TRANSCRIPT
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 [email protected]
About Avi
