Sleeping Giant Media - Summer Series 4 of 6 - Tracking Digital Marketing Performance

#gianttalks @SEOSeanUK @chirlemann

Digital Summer Series - 4 of 6 Tracking Digital Marketing Performance

Set up in 2008/9 PPC, SEO and Social Now 30 people

t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk

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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm

The summer series

- Talks will be running every month over the summer

-Completely free

-Covering various areas around digital marketing

-Next months is on the 28th of August and will be focused on YouTube and Content

- Please feel free to use social throughout!

-@sleepinggiantM #gianttalks

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https://adwords.google.com/professionals/profile/org?id=017702451200549020354

Tracking performance

-Using the data to inform your marketing

-Chris Hirlemann

-Google Analytics - Tracking performance

-Sean O’Donoghue

Introduction

-Today we will look to cover the following areas;

-What is data/actionable insight

-What data do I need

-How to choose key performance indicators

-Where do I get the data

- Top tips

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Why is data important?

What is data?

-Data is information in its raw or unorganised form.

-Data can be found anywhere and from pretty much anything.

-With online, data is the best way to understand what users are doing.

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-http://www.businessdictionary.com/definition/data.html#ixzz38Iz6jA8N

Actionable insight

- Today we will look at how to use data to make informed decisions.

-Data and insight are only part of the story. You need to do something with this insight.

- “Actionable insight”

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Data

Insight

Action

Data accuracy

-Data accuracy is important, data will rarely be 100% accurate.

-Use the best data you have at the time.

- “It is better to make decisions based on data that is 80% correct than do nothing waiting for data that is 100%… The only way to guarantee failure is to change nothing”

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Dilb

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accu

racy

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What data do I need?

Know your objectives

-Before doing anything else it is vital to have your marketing objectives.

- These objectives will inform the data you will want to monitor and influence.

- Your objectives should be DUMB

-Doable

-Understandable

-Manageable

- Beneficial

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Business Objectives

Example top level objectives

-With your over arching business objectives in place, it is time to identify the online goals to achieve this.

- Then identify what KPIs are relevant to achieving these goals.

- Your online goals should be SMART.

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Translating objectives into goals

-An example of translating objectives to goals.

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Business Objectives

Online goal: Increase online advertising and

deliver more traffic to the site.

Online goal: Capture 40 leads per

month. (Email/Contact)

Online goal: Provide info on Latest

product/service.

Online goal: Increase awareness and

attendance at local events.

Business Objectives

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What tools can I use / Where do I find the data?

Data tools

- There are lots of analytics tools, too many to mention them all here.

- Free tools can often give a good level of insight

- Paid tools for those with higher demands

- There are some paid tools that will add extra value/data to free tools.

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The analytics landscape

-Google Analytics

- Response Tap/Freespee

-Website optimiser

-Clicktale

- Sprout Social

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Analytics tools Landscape

Social Media Analytics

On Page Analytics

Online Web Analytics

Digital adAnalytics

SEOANALYTICS

Phone CallAnalytics

DataAnalytics

Google Analytics

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Top tips

-Make sure you are collecting data.

-Ideally have someone that can help you interpret your data.

-Use your data to make hypotheses and test them - actionable insight.

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Top tips

- Remember to start with your objectives.

- Translate your objectives into goals

-Make your objectives DUMB and your goals SMART.

-Use these to identify your KPIs

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Thank you for listening

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Tracking Performance - Google Analytics

Introduction

- This talk will cover the following areas:

- Google Analytics - The basics

- Establishing Key Performance Indicators.

- Digging Deeper into GA

- GA Top Tips

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Google Analytics - The basics

What is Google Analytics

-What is Google Analytics?

“Google Analytics not only lets you measure sales and conversions, but also gives you fresh insights into how visitors use your site, how they arrived on your site and how you can keep them coming back.”

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Creating your account

-Go to http://www.google.com/analytics/ and claim your free account.

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Create your account here

http://www.google.com/analytics/

How is it implemented?

-After signing up for an account, a short snippet of code is provided and should be introduced to the <head> section of the code on the website.

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Traffic/engagement

- Once the code is in place you can start to view reports in the GA interface.

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Visits Average time on site Bounce Rate

Filtering by channel

- It is vital to start segmenting data by channel to understand which types of traffic work best:

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SEOPPC

Referral

Where do you want to focus your time & money?

SEO? Social?

Email?Paid Advertising?

Date ranges / trends

-Evaluate data across meaningful data ranges.

-Don’t get caught in the emotional highs & lows of daily analysis.

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- Look for trends in traffic:

- View more than one business cycle

- Week on week

- Month on month

- *Year on year*

MoM v YoY

-Comparing July 2014 to June 2014 traffic is down

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- Comparing July 2014 to July 2013 traffic is up

Seasonality

- Be aware of how seasonality will impact GA visitor & conversion data across the year.

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ChristmasSummer holsEaster

Bank holidaysWeather

Big Events

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Establishing Key Performance Indicators (KPIs)

Why KPIs matter

- So now you have Analytics set up and can view your traffic.

-Q. What does this mean?

-A. Not much.......without goals / KPIs.

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Feelings of confusion?

Establishing goals

-First establish specific & measurable conversion points that are meaningful to your business.

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Sales?Enquiries?

Downloads?

Goal creation

-How do we create a goal.

- The simplest way is to grab a completion URL & plug it into the goal creation section in Analytics:

- www.yoursite.co.uk/thankyou

- www.yoursite.co.uk/success

- www.yoursite.co.uk/confirmation

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https://support.google.com/analytics/answer/1032415?hl=en-GB

How to set up goals:

- When a person visits a goal completion url they should have completed a desired action which can then be tracked.

http://www.yoursite.co.uk/thankyou

http://www.yoursite.co.uk/success

http://www.yoursite.co.uk/confirmation

https://support.google.com/analytics/answer/1032415?hl=en-GB

Consider supporting KPIs

-Once you have your primary goals in place you can start to establish supporting KPIs.

- These metrics should be viewed alongside your core goals.

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Conversion Rate

Average Visitor Duration

Bounce Rate

Events

Top landing pages

Average order value

Clicked a video link

Shared via Social

Clicked an audio link

Starting to track performance

-Once we have goals & supporting KPIs we can start to understand performance.

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1. Understand visitor engagement2. Measure conversions

3. Analyse which channels are working for you and where you should invest more effort.

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Digging Deeper into Google Analytics

Locations

-Google lets us analyse where people are visiting your site from.

-Are you getting traffic from the right locations. Does it convert?

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Site speed

-How quick is your site?

- Slow sites can have a dramatic impact on conversion rate.

- If a site takes longer than 3 seconds to load people leave.

-GA allows you to track site speed and makes suggestion to improve your site.

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Universal Analytics - cross device tracking

-People not only reach sites via different channels but will browse on multiple devices.

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Smartphone

Tablet

Laptop

Desktop

Cross device tracking

-Previously this would have been tracked as three separate visits.

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- Universal Analytics is making it possible to track visitor journeys across multiple devices.

Cross device tracking

-We can start to understand how people switch between devices.

-Mobile & tablet traffic leading to conversions?

- Is the site mobile friendly? Will this negatively impact conversion rate?

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If building a new website ensure it is mobile responsive.

Call tracking

- Previously when someone made a search that resulted in a phone call we couldn’t track this

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?

Conversion Data

- Now it is possible to track when a person has visited the site and made a call to enquire.

Call tracking

- By integrating third party call tracking services with Google Analytics it is possible to track a visitors journey from online to offline enquiry.

- Each time a new visitor reaches the website they are served a unique number. which can be tracked

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http://www.freespee.com/

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Top Tips

Top tips

- Make sure you have Analytics if you don’t already

- Establish KPIs & goals early on.

- Ensure you are segmenting your traffic by channel so you know where to spend your time & money

- Evaluate data over meaningful date ranges to see trends - MoM / *YoY*

- If you are using Google AdWords consider importing your GA goals.

- Understand your top performing content

- Get used to using Universal Analytics.

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Thank you for listening

Thanks for listening, any questions? !

Next event August 28th Can you use YouTube to drive sales? Basics of content writing !This presentation will be sent out to attendees

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Sleeping Giant Media - Summer Series 4 of 6 - Tracking Digital Marketing Performance

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