Post on 17-May-2015
description
Analytics for Marketers
Alberto Cantor | Product Strategist at RBM
acantor@redbricksmedia.com
@albcantor
Brief Introduction
is an agile content strategy agency with deep vertical
expertise in SEO & social
About me: I’ve been involved with analytics for over four years, using a
great variety of tools such as GA, Sitecatalyst, Optimizely, Brightedge,
etc.
How many of you use analytics everyday?
Questions:
Are you a beginner, mid, or analytics pro?
Are you involved in reporting?
Agenda
• Analytics intro
• How to start
• Common digital strategies
• Setting up analytics
• Using analytics for marketing
o Focus on multi channel funnels and attribution
Starting with analytics
How important are analytics?
They are very very very very very very important
Who do You Need to Measure Analytics Successfully?
1. Someone who understands the business
objectives and strategies
2. Someone who understand analytics (or is not
afraid of them)
3. Someone with “technical” skills
How do you start?
Define measurement plan
Document tech infrastructure
Create an implementation plan
Implement
Measure and refine
Common digital strategies
Ecommerce sell products / services
Lead Gen collect leads
Content engagement and frequency
Online Info help customers
Branding awareness, loyalty
Always start by:
1. Defining the business objectives
2. Identifying strategies and tactics to support
business objectives
3. Choosing your KPIs
4. Choosing segments
5. Choosing targets
You created your
measurement plan… now it’s
time to set up your analytics
Dimensions Vs. Metrics
Qualitative Quantitative
Actions
Vs.
Events
Time
Metrics
and
Bounce
Rate
Properties
and
Custom Reports
Filters
and
Segments
Main Differences:
1. You can examine historical
1. You can see and compare
multiple advanced segments side
by side in reports
1. A filtered view is usually the best
choice if you want to always
exclude a certain kind of traffic
from your analysis
1. If you want to limit some users'
access to only a subset of data,
you should set up filtered views
for this instead of using advanced
segments.
Goals!
1. Destination goal
2. Event goal
3. Pages per visit
4. Time on site
Ecommerce Tracking
Using Analytics for Marketing
Purposes
Audience
Acquisition
Adwords
Social
Behavior
Funnels - Visitor Path
Conversions
Multi Channel Funnels
MCF - Top Conversion Paths
MCF - Time Lag
MCF - Path Length
Attribution
Attribution
Recap
• Analytical profile
• Preparing for analytics
• Common digital strategies
• Setting up your analytics
• Audience
• Acquisition
• Behavior
• Conversions
o Multi channel funnels
o Attribution
Questions