1

Taming the Analytics Elephant

Dr Dave ChaffeySmartInsights.com

Digital marketing strategy advice

2

About Dave ChaffeyAbout Dave Chaffey

• A professional trainer in E-marketing since 1997

• Author of 5 bestselling marketing books now in their 4th and 5th edition

• Manages SmartInsights.com a marketing advice site with paid members in over 50 countries

• Insights Director at agency ClickThrough Marketing

3

4

http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/

5

ELEPHANT TAMING #1 BUSINESS OBJECTIVES AND KPIS AGREED

1. DEFINED MARKETING OUTCOMES2. KPIS TO USE ON DASHBOARD3. INTEGRATE OTHER FEEDBACK AND SOCIAL MEDIA PREFERENCES

6

Q. What do we want marketing to achieve?Q. Which measures will show success?

Reach Organic visits Media visits

Act “Stickiness” Leads

Convert Sales

Engage Satisfaction Advocacy = Sharing

Tip. Use Scent trails to target personas

7

Create a top-level DashboardB2B Example. Value??

Source: Michael Brenner

8

n Searches% Brand

ReachAwarenessand visits

Uniquevisitors

Bouncerate

Revenueper visit

Page views/visit

ActInteractionand leads

nLeads%

Conversion to lead

Goal value

per visit

Average order value

ConvertSales and

profit

nSales%

Conversion to sale

Sales value

n Brandmentions

EngageLoyalty and

advocacy

% active customers

% Customerconversion

% existing

sales value

Volume Quality Value

RACE dashboard

9

Don’t neglect Customer feedback / VoC toolshttp://bit.ly/smartfeedback

10

ELEPHANT TAMING #2 GOALS SETUP?

1. GOALS FOR MARKETING OUTCOMES2. GOALS FOR INTERACTION3. VALUE ASSIGNED TO GOALS

11

What are the GOALS for our site?

| 11

• Brochure thank you• Value

assigned:• E.G £3

• Call back page

• E.G. £4

• Taster page• E.G. £9

Call tracking with GA

12

Example assigning value to goals

Practical Tip: Assign value to Goals when leads generated

13

ELEPHANT TAMING #3 CUSTOMISED REPORTS AND INTELLIGENCE SET UP?

EXAMPLES FOR DASHBOARDS BY ROLE:1. SHOW PERFORMANCE THROUGH TIME 2. SHOW GOALS AND FUNNEL3. PERFORMANCE BY CHANNEL AND COUNTRY4. CONTENT EFFECTIVENESS PORTFOLIO

14

Example Custom Reports 1

Tip: Create a time-based customreport to view through time

15Tip: Create a horizontal funnel segment

by medium or country

Example Custom Reports 2

16

Setting up custom intelligence alerts

17

Segmenting pages/product by performance

High Potential(Problems)

Top Performers

(Stars)

Low Potential, Low Performance

(Dogs)

Consistent Performers(Cash Cows)

Conversion rateOr conversion rate variance (add to basket) compared to average

Pag

e o

r p

rod

uct

pop

ula

rity

(vie

ws)

or

page v

iew

vari

ance

(co

mpare

d t

o a

vera

ge)

18

Example: product portfolio

19

Ongoing optimisation process

Source: Rich Page, Web Analytics Optimisation: An hour a day

20

Let’s Connect! Questions & discussion welcome

SmartInsights.com

Blogwww.smartinsights.com/blog

Feedswww.feedburner.com/smartinsights

Email Newsletterwww.smartinsights.com

uk.linkedin.com/in/davechaffey

www.facebook.com/davechaffey

ww.twitter.com/DaveChaffey

https://plus.google.com/u/0/

106251350379622013691