web summit 2014 #websummit2014 - digital analytics "what to know" - @therustybear...
DESCRIPTION
My (albeit brief) presentation from #WebSummit2014 in Dublin on Digital AnalyticsTRANSCRIPT
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Digital Data and Analytics – What you NEED to know
Russell McAthy - @therustybear
Director of Strategy at BlueGlass @blueglass
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I speak about the
crossover of Data
and Marketing
Often!
writeups and decks available on
http://www.russellmcathy.com
http://slideshare.net/russellmcathy
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Digital Analytics - The Journey
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The Customer Consideration Funnel
Pre
-Sale
sP
ost-
Sale
sMacro
Goal
AcquisitionDriving high quality traffic to the
right contentCTR, CPC, Impressions, Visits...
Behaviour Creating an optimal user journeyBounce Rate, Content Category
Engagement, Micro-Transactions...
ConversionImprove call to actions and an
intuitive purchase pathARPB, CPA, Revenue...
SatisfactionDriving customer happiness and
improving continuous
engagement
Single Login / remembering
preferences / Single Customer View
LoyaltyIncreasing LTV, give a reason for
for customers to be loyal
Repeat Purchase Rate, Multi-channel
Behavior, LTV
AdvocacyCreating an environment where
advocates are naturally created
Social Sharing, MGM Conversion,
Referring %
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Website Analytics: Understanding The Prospect/Customer
Engaging Users
Converting Users
Bouncing Users
Engaging Users
Converting Users
Bouncing Users
What the data says How we spend our time
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Breaking down the conversion function
Micro Conversions
Macro Conversions
Marketing Analytics
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TrueCVR
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TrueCVR
Visits CVR VisitsTrueCV
R
We have removed bounced sessions from the analysis.
THIS IS NOT A TIME TO PULL OUT THE CHAMPAGNE AS CVR HAS
INCREASED
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What did we just do - TrueCVR
Engaging Users
Converting Users
Bouncing Users
This Year
5%
51%
44%
Engaging Users
Converting Users
Bouncing Users
Last Year
6%
72%
22%
Engaging Users
Converting Users 9%
91%
Engaging Users
Converting Users 8%
92%
This Year Last Year
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Why Excel is awesome …
and why you shouldn’t be scared to dive
in
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I’ve done this presentation before
http://bit.ly/Excelmarketers
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Thanks for
Listening
Any questions?
www.blueglass.co.uk
@blueglass
Russell McAthy
@therustybear
See you in Temple Bar!
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A forecast model for Startups and SMB’s
http://bit.ly/StartupSMBForecast