Analytics in Action - UPCEA Central
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Analytics in Action! Data-Driven Marketing How to Create a Website Analytics Plan and Start Making Data-Driven Marketing Decisions
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How to Create a Website Analytics Plan and Start Making Data-Driven Marketing Decisions. Learn more at www.continuingedmarketing.com
Transcript of Analytics in Action - UPCEA Central
Analytics in Action! Data-Driven Marketing
How to Create a Website Analytics Plan and Start Making
Data-Driven Marketing Decisions
Welcome!
• Teach Web Analytics and Social Media • Marketing & Communications at DU • UPCEA MEMS Planning Committee
[email protected] @victoriaharben
continuingedmarketing.com
Expectations
• Essential components of an analytics plan • Tactics for presenting data to leadership • Strategies for creating a culture of metrics • Action steps, tools, and resources
WEB ANALYTICS
Pop Quiz!
For a continuing education website… • Average bounce rate? • Average time on site? • Average number of visitors/month? • Day of the week with highest visitors?
45% 3:12
28,000 Tuesday
Do you know your metrics?
Source: JMH Consulting
DEFINITIONS PURPOSE
TERMS
Overview
What is web analytics?
Web Analytics
Data-driven decision-making!
The combination of marketing research and data to help meet
business objectives, improve user experience, and increase ROI.
Questions
Who is coming to my website?
What do I want them to do?
What are they actually doing?
Audience
Prospective
• Marketing and promotional
• Process to attend, cost, deadlines
Current
• Resources
• Schedules, registration, resources
Both
• Can your website appeal to both current and prospective students? And alumni?
Outcomes
• Every website should have the same three outcomes: • Increase Revenue • Reduce Cost • Improve User Satisfaction/Loyalty
Key Terms
• Metric • Key Performance Indicator (KPI) • News Visitors vs. Returning Visitors • Referrer • Conversion • Exit Page • Bounce Rate
Bounce Rate
0 10 20 30 40 50 60 70 80 90 100
<- Retail -> <- Service-> <- Content>
• Single page view visits divided by entry pages. • You want a LOW bounce rate. • Typical bounce rates:
Retail sites: 20-40% bounce Service sites: 10-30% bounce Content websites: 40-60% bounce
OBJECTIVES/GOALS DATA COLLECTION
TESTING COMPETITION
REPORTING
The Process
Objectives/Goals
Consider organization objectives: • Doable • Understandable • Manageable • Beneficial
Consider goals (marketing & website): • Specific • Measurable • Actionable • Realistic • Time-Bound
Data
Quantitative Data (Clickstream) • Bounce rates, time on site, depth of visit, exit rates, conversions, etc. Qualitative Data • Usability tests, surveys, A/B split tests, multivariate testing.
A/B Testing
• Start with a hypothesis (i.e., a testimonial on a landing page will increase applications) • Change at least one variable • Determine how you’ll measure success • Test on a similar volume and timeframe
A/B Testing
Goal of the Page: Click on the Pricing Plan
A
A/B Testing
Goal of the Page: Click on the Pricing Plan
B
A/B Testing
• Version A - 25.3% Conversion Rate Businesses grow faster online! (original)
• Version B - 47.8% Conversion Rate Create a webpage for your business.
A/B Testing
Goal of the Page: Add Product to Cart
A
A/B Testing
Goal of the Page: Add Product to Cart
B
A/B Testing
• Version A - 12.5% Conversion Rate Simple product page with a discounted price
• Version B - 31.0% Conversion Rate Two different elements:
A big red sticker Product name/title leading with the discount
MVT
• Identify the challenge and create a hypothesis
• Add variations to page • Determine how you’ll measure success
Competition
• “Also Visited” data • Referrals and destinations • Long-term traffic trends/historical data • SEO and keyword research • Industry benchmarks • Tools • Alexa, Compete, Hitwise, Comscore • Google Insights, Trends, AdWords • UserTesting.com, OpenSiteExplorer
Action Dashboard
Best KPIs to track for university website: • Average time on site • New vs. returning visitors • Conversions • Applying/registering for a class • Downloading a brochure • Using contact form/sending email • Spending a certain amount of time
Create an action dashboard that focuses on performance, insights, and actions.
Action Dashboard
The Metric Key Trends
Action Steps Organizational Impact
CULTURE OF METRICS ANALYTICS OWNERSHIP
Gaining Buy-In
Who is tracking their own website analytics?
Gaining Buy-In
Fight the resistance! • Discover why your organization has been reluctant to track
analytics. Resources? Cost? Lack of understanding?
Be an advocate and identify stakeholders • Find support, solve a problem for them
Form relationship with IT • Have open communication and process
Gaining Buy-In
Learn the university’s pain points • Enrollment? Retention? Donations? Alumni engagement?
Build credibility by presenting relevant data • Show how the data impacts the organization
Why is analytics necessary? • Show, don’t tell, how analytics can help the organization
Ownership
• Who makes decisions? • Who makes changes to the web? • Who interprets the data? • Who has control over the budget?
Marketing
Leadership IT
Analytics Manager
Characteristics: • Passionate advocate • Flexibility • Questions data • Interested in innovation and trends • People-person/relationship-builder • Business savvy
Analytics Manager
Questions to ask: • What resources/websites/blogs do you read to stay informed? • What is something coming up in the next six months that will change the world of web analytics?
Vendors
Consider: • Benefits (Not Just Features) • Costs • Contractual Obligations • How Data is Exported • One-on-One Resources Available • Admin Access to Tool
Vendors
Questions to ask: • Difference between yours and free tools? • Type of offered support: 24/7, account rep? • What are you planning for the next 6 months to a year to stay ahead of competition?
Resources
• Google Analytics • Yahoo Web Analytics • Crazy Egg ($9-$99/month) • TeaLeaf • Omniture (avg. $5k/month) • Clicktale (free-$99/month) • Sitemeter (free-$59/year) • VisiStat (starting at $50/month)
Resources
• Digital Analytics Association http://www.digitalanalyticsassociation.org • Avinash Kaushik’s Blog http://www.kaushik.net/avinash • KISS Metrics http://blog.kissmetrics.com/topics/analytics • Search Engine Watch http://searchenginewatch.com/analytics • Mashable http://www.mashable.com
Resources
Resources
Predictive
Analytics Big Data
Big Analytics Web Analytics
Action Hero
DEFINE GOALS/SUCCESS ESTABLISH RESOURCES
TAG LINKS CREATE AN AD FOLLOW USERS
REPORT AND DELIVER
In Action
Define Purpose
Primary Goals • Get 25 people to sign up for campus info session • 5% of website traffic coming from ad • Receive 10% more donations/gifts within a month
Secondary Goals • Promote program awareness • Promote brand awareness
Define Success
Define the KPI’s you’ll track Define the metric attached to that KPI Assign a number to define success • 5 conversions? 3 minutes average time on site? Define success based on: • Internal goals • Historical benchmarks (internal and external) • Competition
Establish Resources
Budget or Media Buyer • Establish campaign budget Marketing • Write and place the ad IT • Tag and track the ad
Tag the Link
Use Google URL Builder • URL • Campaign Source (Facebook) • Campaign Medium (CPC) • Campaign Term and Content • Campaign Name
http://universitycollege.du.edu/bachelors/degree/bachelors/environmental-studies/degreeid/465?utm_medium=cpc&utm_source=facebook&utm_campaign=fb-
bacp&utm_term=-&utm_content=FY14%20BACP%20Environmental%20CO
Create the Ad
Follow Users
On Facebook
On Google Analytics
Numbers will be different!
Acquisition > Campaigns > Search by “Ad Content” > Find Tagged Ad
Report
Goal Conversion Rate
• Users primarily converted the week before the event.
• Users visited an average of 2.36 pages prior to conversion.
10 conversions through use of Facebook ads at minimal cost
($0.81 average price).
Next campaign, run multiple ads starting one week prior to
event.
Conversions
Ke
y Insigh
ts Im
pac
t M
etri
c A
ction
Step
s
Deliver
Marketing Director
IT Lead Media Buyer
Academic Director
Dean
START TRACKING DATA ASAP DEFINE YOUR PURPOSE
DETERMINE YOUR RESOURCES GET LEADERSHIP ON BOARD
DIVE IN!
Your Action Steps
Tracking Data
Do you have Google Analytics or another vendor
implemented on your website?
Define Purpose
Who does your website target? What are your objectives and
goals?
Define Resources
Who owns web analytics—marketing, IT, web team, leadership? What’s your
process?
Leadership
Does leadership believe in the value of tracking analytics?
Have you identified the benefits?
Dive In!
Are you testing? Do you know your competition? Have you
defined your key performance indicators? Do you have a
process for reporting?
