Webinar Slides: Beyond Google Analytics

PRESENTERS:  

Shelby  Thayer,  Penn  State  University  Becky  Vardaman,  Converge  Consul=ng  

BEYOND  GOOGLE  ANALYTICS:    HOW  TO  PICK  THE  BEST  METRICS  AND  TOOLS  FOR  YOUR  PROJECT  

WEBINAR  |  7.16.15  

Becky  Vardaman  Vice  President  Converge  ConsulBng            Shelby  Thayer  Director  of  Web  Strategy  and  CRM  Penn  State  Outreach  and  Online  EducaBon  

ABOUT  THE  PRESENTERS  

1. DefiniBon  and  scope  of  digital  analyBcs  2. GeOng  leadership  buy-­‐in  3. The  basics  -­‐  objecBves,  goals,  KPIs...  4. Measuring  campaigns,  email,  social  

media,  content,  and  off-­‐site  conversions  

AGENDA  

1. Measure  success  of  markeBng  efforts.    2. OpBmize  your  website.    

DIGITAL  ANALYTICS  HELPS  TO...  

h[p://chiefmartec.com/2015/01/markeBng-­‐technology-­‐landscape-­‐supergraphic-­‐2015/    

Chief  MarkeBng  Technologist  Blog    by  Sco[  Brinker    hPp://=nyurl.com/martec-­‐2015    

THE  SCOPE  OF  DIGITAL  ANALYTICS  

h[p://chiefmartec.com/2015/01/markeBng-­‐technology-­‐landscape-­‐supergraphic-­‐2015/    

Chief  MarkeBng  Technologist  Blog    by  Sco[  Brinker    hPp://=nyurl.com/martec-­‐2015    

GOOGLE  ANALYTICS  AND...  

 How  do  you  get  leadership  to  buy  into  the  importance      of  digital  analyBcs?    

DOING  IT  RIGHT  TAKES  RESOURCES!  

●  Know  your  audience  (WiiFM)  ●  Show  the  struggle  ●  Don't  be  a  stealth  bomber  (problems  and  soluBons)  ●  Set  expectaBons  -­‐  be  realisBc  ●  Why  are  resources  important?    

WHY  SHOULD  LEADERSHIP  CARE?  

h[p://www.nngroup.com/arBcles/unmoderated-­‐user-­‐tesBng-­‐tools/    

SHOW  THE  STRUGGLE  

●  Business  ObjecBves  ●  Website  goals    ●  Key  Performance  Indicators  

WHAT  TO  DO  FIRST  

●  Get  Students  ●  Get  Members  ●  Get  DonaBons  

WE  EXIST  TO...  

●  Capture  leads  ●  Inform  prospects  ●  Get  applicaBons    ●  Make  it  easy  for  people  to  …  do  X    

(pay  a  bill,  register  for  a  class,  request  informaBon,  etc.)  

OUR  WEBSITE  EXISTS  TO...  

●  Visit  campus  ●  Apply  ●  Donate  ●  Register  for  events  ●  Read  about  your  school  ●  Call  

TRANSLATE  TO  CONCRETE  GOALS  

Macro  Conversion:    Visit    Apply  

Micro  Conversion:    ●  Read  about  the  school  ●  Read  about  majors  ●  Watch  videos  ●  Use  the  tuiBon  esBmator  ●  Call  admissions  ●  Fill  out  an  RFI    

MICRO  AND  MACRO  CONVERSIONS  

What  do  we  measure  to  see  if  our  website  is  meeBng  its  goal(s)?      

KEY  PERFORMANCE  INDICATORS  (KPIs)  

●  ConsumpBon  of  academics  pages  has  increased  X%.  ●  Use  of  tuiBon  calculator  has  increased  by  X%.  ●  ApplicaBon  starts  increased  by  X%  ●  ApplicaBon  submits  increased  by  X%          

GOAL  =  APPLY  

●  Campaigns  ●  Email  MarkeBng  ●  Social  Media    ●  A[ribuBon  Explained  ●  Content  EffecBveness  ●  Off-­‐site  Conversions  

MEASUREMENT:  MARKETING  &  AUTOMATION  

 Create  a  trackable  URL  -­‐  using  a  standard  conven2on  for  all  parameters.    

 h[p://www.yoursite.edu/?utm_source=RFI&utm_medium=email&utm_content=apply&utm_campaign=RFI-­‐emails  

Campaign  Source  (utm_source)  -­‐  RFI  Campaign  Medium  (utm_medium)  -­‐  email  Campaign  Term  (utm_term)  -­‐  not  used  Campaign  Content  (utm_content)  -­‐  apply  Campaign  Name  (utm_campaign)  -­‐  RFI-­‐emails  

TRACKING  THE  CAMPAIGN  

Email,  email,  e-­‐mail  

Using  standard  convenBon  is  cri2cal.    Parameter  labels  should  be  exactly  the  same.              Create  a  spreadsheet  with  lookups  to  keep  things  standard  or  (even  be[er)  use  a  tool  like  Terminus  (h[p://www.terminusapp.com/blog/best-­‐analyBcs-­‐url-­‐builder/).    

URL  BUILDER  

●  Goal  and  audience  (right  stage  of  the  journey?)  ●  Landing  Page  (is  it  relevant?)  ●  Call-­‐to-­‐acBon  (what  should  they  do?)  ●  The  next  step      

MEASURING  THE  CAMPAIGN  

●  New  visits  ●  "SBckiness  metrics"  

o  Bounce  rate,  Bme  on  site,  pages  per  visit  ●  Fill  out  that  form!  ●  What's  next?      

MEASURING  THE  CAMPAIGN  

●  Right  audience?  ●  Landing  page  Bes  to  ad  and  stage?    ●  InformaBon  is  easily  found?    

TROUBLESHOOTING  MARKETING  CAMPAIGNS  

Build  a  segment  for  that  campaign  ●  What  else  are  they  doing?  

o  Micro  conversions  o  Internal  site  search  o  Specific  pages  o  Mobile  vs.  desktop  

TROUBLESHOOTING  MARKETING  CAMPAIGNS  

●  Goal  and  audience  (right  stage  of  the  journey?)  ●  Landing  Page  (is  it  relevant?)  ●  Call-­‐to-­‐acBon  (what  should  they  do?)  ●  The  next  step      

MEASURING  EMAIL  EFFECTIVENESS  

TEST  BEFORE  SENDING  

●  Delivery  rate  ●  Open  rate  ●  Click-­‐through  rate  ●  Spam  rate  ●  Unsubscribe  rate  ●  Engagement/Quality  Score/Etc.  

METRICS  FOR  MEASURING  EMAIL  

 Track  all  email  links  with  a  GA  trackable  URL  regardless  if  you  can  track  the  click  in  your  bulk  email  tool.    

   Clicking  the  link  in  an  email  is  not  the  goal!    

TRACKABLE  LINKS  

h[p://www.emailmonday.com/mobile-­‐email-­‐usage-­‐staBsBcs    

53%  of  emails  now  opened  on  mobile  device  Litmus:  h?p://2nyurl.com/litmus-­‐mobile  h?ps://litmus.com/blog/53-­‐of-­‐emails-­‐opened-­‐on-­‐mobile-­‐outlook-­‐opens-­‐decrease-­‐33      

Responsive  email  templates  increasingly  important  Litmus:  h?p://2nyurl.com/litmus-­‐email-­‐clicks    h[ps://litmus.com/blog/the-­‐science-­‐of-­‐email-­‐clicks-­‐the-­‐impact-­‐of-­‐responsive-­‐design-­‐inbox-­‐tesBng/litmus-­‐mailchimp-­‐science-­‐of-­‐email-­‐clicks    

MOBILE’S  HUGE  IMPACT  ON  EMAIL  

CONSUMPTION  VS.  ACTION  

MEASURING  SOCIAL  MEDIA  

MEASURING  SOCIAL  MEDIA  

MEASURING  SOCIAL  MEDIA  

 If  someone  converts  aqer  mulBple  visits  to  the  website,    which  channel  gets  the  credit  for  the  conversion?      

ATTRIBUTING  CREDIT  FOR  CONVERSIONS  

●  New  visit  %  ●  Path  Length  (how  many  sessions)  ●  Time  Lag  (how  many  days)        

ATTRIBUTION  EXPLAINED  

ATTRIBUTION  EXPLAINED  

Banner  Ad    

Paid  Search   Organic  Search   CONVERT  

Organic  Search  gets  the  direct  conversion  Banner  Ad  gets  an  assisted  conversion  Paid  Search  gets  an  assisted  conversion.  

DIRECT  AND  ASSISTED  CONVERSIONS  

 Banner  Ad

   Paid  Search   Organic  Search   Direct  

 By  Default  the  Campaigns  reporBng  in  Google  AnalyBcs  will  a[ribute  the  credit  to  Organic  Search.  

CONVERT  

didn't  convert   didn't  convert   didn't  convert  

h[ps://www.e-­‐nor.com/blog/google-­‐analyBcs/direct-­‐visits-­‐google-­‐analyBcs-­‐a[ribuBon-­‐precedence    

LAST  NON-­‐DIRECT  CLICK  EXPLAINED  

●  Bounce  rate  ●  Time  on  site  ●  Pages  per  session  ●  Page  value    

(how  valuable  is  that  page  to  your  overall  goal?)  

MEASURING  CONTENT  

●  Bounce  rate  ●  Time  on  site  ●  Pages  per  session  ●  Page  value    

(how  valuable  is  that  page  to  your  overall  goal?)  

MEASURING  CONTENT  

h[p://www.nngroup.com/arBcles/page-­‐fold-­‐manifesto/    

MEASURING  CONTENT  

MEASURING  CONTENT  

h[p://blog.hubspot.com/markeBng/landing-­‐page-­‐experiments-­‐list    

A/B  TESTING  

What  if  the  ulBmate  conversion  happens  off-­‐site?  o  Look  for  plugins  for  Drupal,  Wordpress,  etc.  o  Track  the  click  to  the  off-­‐site  conversion  as  an  

"event"    o  Talk  to  your  colleagues.  

TRACKING  OFF-­‐SITE  CONVERSIONS  

●  Digital  AnalyBcs  isn't  just  about  Google  AnalyBcs.  ●  Know  your  objecBves  and  goals  -­‐  and  use  the  right  

KPI  for  the  job.  ●  To  get  buy-­‐in,  show  the  value.    ●  Use  the  right  tool  for  the  job.            

KEY  TAKEAWAYS  

QUESTIONS?  

OMNI  ROYAL  ORLEANS  |  NEW  ORLEANS,  LOUISIANA  |  OCTOBER  21-­‐22,  2015  

Becky  Vardaman  Vice  President  Converge  ConsulBng            Shelby  Thayer  Director  of  Web  Strategy  and  CRM  Penn  State  Outreach  and  Online  EducaBon  

QUESTIONS?