Data, Meet Marketing - Utilizing Web Analytics

Data, Meet Marketing

Utilizing Web Analytics

@shaunholloway

The Shift

PaidTV

Print

Radio

Events

Display

SEM/Online

OwnedStorefront

Website

Direct Mail/Email

Social Network/Media

EarnedWord-of-Mouth

Press

Referrals

On-site Comments

Shares, Likes, RT’s

Check-ins

Ratings/reviews

Mentions

Shifted Componentsof the Marketing Strategy

Metrics and KPIs

• What is important?# of followers, impressions, comments, …

• The Value of a FollowerIs it worth it? How do you know?

Metrics and KPIs

Will vary relative to the tool, but…

What goals do these metrics

ALL strive to influence?

Typical Business Goals

• Increase brand awareness

• Drive leads in the pipelines

• Drive traffic to website

• Reduce customer service cost

• Improve customer satisfaction

• Improve customer retention

• Increase sales

Typical Web Metrics

• Website visitation and frequency

• Popular web pages and/or posts

• Where visitors came from

• How long visitors stayed

• What browser and OS are used

• Where visitors are coming from

What To Track?

• What should be watched?

• Are you able to make decisions?

Don’t mistake data, metrics, and KPIs for ROI. Metrics measure

important points, but they don’t connect to dollar values. (Radian6, 2012)

High-level Content Report

13 months. What do you know?

What is Google Analytics?

• Shows you the full customer picture across digital properties

• Insights you can turn into real results

Source: Google Analytics, http://www.google.com/analytics/why/index.html

What is Google Analytics?

• The Bottom Line…

Source: Google Analytics, http://www.google.com/analytics/why/index.html

Analytics make it easier to serve your current customersand win new ones.

Web Analytics Advice

• Learn what is possible

• Plan website updates

• Avoid the “single metric trap”

• Avoid “data rabbit holes”

Source: Google Analytics, http://www.google.com/analytics/why/index.html

DashboardsJanuary 1, 2014 – November 24, 2014

Real-time Overview

Real-time Content

Intelligence Events

Audience Overview

Demographics

Location

Location

Language

New VS. Returning

40.1%

59.9%

Browser and OS

Mobile Devices

Mobile Fragmentation

User Flow – Country

User Flow – Source

User Flow – OS

Acquisition Source

Referral Sources

Twitter

Behavior Overview

WHY?

Site Content

HOME

Content Drilldown

Landing & Exit Pages

Site Speed

Events & Conversions

Administration

Other Tools

• Google Webmaster Tools

• Bing Webmaster Tools

• Server Logs

• System Logs

• Other Sources and Tools– Woopra, Facebook, YouTube, Twitter, Alexa, etc.

Data, Meet Marketing

Utilizing Web Analytics

@shaunholloway

Slideshare.net/hawk9698