Optimizing Marketing with Analytics Michael Loban

@michael_loban

Consider:

1.  Web analytics consulting & technology company 2.  2,000+ sites analyzed and supported annually 3.  50+ Digital marketing training programs a year

@michael_loban

How Do We Make Marketing Decisions?

Consider:

@michael_loban

“It would appear, John, that your gut feel was only indigestion”

How Decisions are Made

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Keeping Score

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Total  Sessions   Avg.  Session  Dura3on  Jan   Feb   March   April   Jan   Feb   March   April  

42,520   41,707   36,127   49,841   1:06   1:08   1:13   0:47  112,579   117,118   167,815   103,375   1:44   1:41   1:22   1:53  5,196   169,164   49,247   10,973   0:57   0:21   0:33   0:39  

Bounce  Rate   Time  on  Page  4%   6%   8%   11%   0:44   1:28   1:28   1:16  22%   25%   28%   20%   2:17   2:13   2:13   2:07  12%   15%   18%   10%   2:05   2:04   2:03   2:04  4%   6%   8%   11%   1:34   1:54   1:38   1:26  

Is This What You Have?

@michael_loban

Total  Sessions   Avg.  Session  Dura3on  Jan   Feb   March   April   Jan   Feb   March   April  

42,520   41,707   36,127   49,841   1:06   1:08   1:13   0:47  112,579   117,118   167,815   103,375   1:44   1:41   1:22   1:53  5,196   169,164   49,247   10,973   0:57   0:21   0:33   0:39  

Bounce  Rate   Time  on  Page  4%   6%   8%   11%   0:44   1:28   1:28   1:16  22%   25%   28%   20%   2:17   2:13   2:13   2:07  

922,629   765,381   751,042   644,571   2:05   2:04   2:03   2:04  283,781   265,613   263,122   251,941   1:34   1:54   1:38   1:26  

Is This What Your Have?

@michael_loban

Build a Scoring System That Matters Desired  Ac3ons   Importance  Factor  

Page  scrolling   10  

Ar;cle  reading   10  

75%  Video  viewership   10  

Coupon  print   20  

Registra;on   20  

Email  Sign-­‐up   20  

Purchase   30  

Subscrip;on   30  

Feedback  &  Review   30  

Social  Proof  –  Like,  Tweet,  Share   30  

Metrics That Tell a Story

What are my most popular

products?

Which products are most frequently

abandoned?

Which products are converting

well?

@infotrustllc

Focusing on Segmentation

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Focus on your IVP

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Focus on your IVP

IDEAL VISITOR PROFILE

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Build Your Funnel

Using Data - Case Study InfoTrust  has  helped  Cowan's  revolu;onize  our  marke;ng  strategy.  Our  new  Google  Analy;cs  data  lets  us  know  how  effec;ve  our  digital  adver;sing  is.  Placing  Ads  is  now  a  science  with  measurable  results.  In  the  90  days  immediately  following  the  implementa3on  Cowan’s  saw  a  ●  42%  increase  in  online  bidding  ●  163%  increase  in  bids  ●  185%  increase  in  bid  value      

Reid  Sikes,  Director  of  Marke;ng    

@michael_loban

Scientific Method

@michael_loban

1. Observation 2. Research 3. Hypothesis 4.  Experiment 5. Analysis 6.  Share 7. Again

The Scientific Method

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Bucket Down the Process

@michael_loban

Begin Testing Hypothesis - 18%

@michael_loban

Begin Testing Hypothesis

Driving Value with Data

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Anchorman Approach

@michael_loban

Report the summary of the customer previous

behavior.

Anchorman Approach

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Busine

ss  Value

 

Degree  of  Complexity  

How  many,  how  oTen,  when?  

Where  is  the  problem?  

Why  is  this  happening?  

What  will  happen  next?  

What’s  the  best  that  can  happen  &  how?  

Analytical Maturity

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ROI Analysis

Online marketing - offline results Website Visit Remarketing List Targeted Ad Completed Form

Campus Visit Phone Consultation Completed Application

Beckfield College case study on official Google Analytics blog

ROI Analysis in Action

Tell Your Story

Management  

Marke3ng  

Finance  PR  

Board  

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Focus

The marketing world is full of bright, shiny objects. We have a tendency to run after all of them. Focus - the distinctive trait of winning marketing functions.

Forbes

Register for Our Webinar with Brian Clifton!

Storytelling with Web Analytics by Brian Clifton

Wednesday, June 3

1:00 - 2:00pm EST Register Here: http://goo.gl/NqcCS4

Thank you Questions?

Michael Loban mloban@infotrustllc.com

@michael_loban