Cutting Through The Clutter Build Your Map to GA Treasure By Leslie To

#SMX #31C @itsleslieto

Leslie To – Director of SEO @ 3Q Digital, a Harte Hanks Company

Cutting Through The Clutter: Build Your Map to GA Treasure


About

•  Over $400 million in annual managed spend on Google

•  Advertising in 140 countries

•  Search, SEO, mobile, paid social, display, and analytics

•  Offices in Bay Area, San Diego, Chicago, Raleigh, Austin, and Burlington


§ Standard reporting limitations § Customizations to enhance granularity § Segmentations for actionable insights

What You’ll Learn


Limitations of Standard Reporting


Instead think about…


What metrics & dimensions does your business care about most?

Instead think about…


§ Metric = Number or Ratio §  Revenue, Sessions, Bounce Rate, etc.

§ Dimension = User Info §  Landing Page, Channel, Device Type, etc.

Definition Break!


§ Focus on key performance indicators

Metric Selection = IMPT 1st Step


Users + Sessions = Establishes volume


Sessions Per User à Repeat visit insights


Revenue Per User à Accounts for incremental volume


Look @ users throughout conversion funnel


The Fruits of Our Labor


Time to Segment!


New vs Returning


Retention is sometimes ignored, in favor of new customer acquisition


New user acquisition is important to grow your site & brand


But it must coincide with efforts to also grow retention


Converters vs Non-converters


Non-converting users = lost opportunity!


Can we utilize certain channels to make up for performance gaps in others?


Closing gap between converters & non-converters will grow revenue without having to acquire new users


Which is especially important when we consider how competitive the search landscape is


How do we act on these segments?


New Users Returning Users

User Type Segments


Converters Non-Converters

Converter Type Segments


New Users

Converters

Continued expansions & on-site optimizations will grow this segment


Returning Users

Converters

Growing brand equity helps future expansion

Don’t sacrifice brand

opportunities for non-brand volume


New Users

Non-Converters

Can other channels help us here?


Returning Users

Non-Converters

Is there an expectation gap?

Is it due to UX, Product or Content? Act accordingly!


Let’s recap…


§  There are limits to what you can learn from standard reporting

Mindful Reporting ! Actionable Insights!


§  There are limits to what you can learn from standard reporting §  Custom reports allow you to curate data that matters to you




§  Focus on key performance indicators and account for incrementality





§  Segmenting your data allows you to more easily see performance trends





§  Segmenting your data allows you to more easily see performance trends §  New vs Returning – New customer acquisition is equally important as

retention





§  Segmenting your data allows you to more easily see performance trends §  New vs Returning – New customer acquisition is equally important as

retention §  Converters vs Non-Converters – Maximizing each visit is imperative as

search landscape becomes more competitive



THANK YOU!

SEE YOU @SMX WEST SAN JOSE, CA

MARCH 1-3, 2016

Cutting Through The Clutter Build Your Map to GA Treasure By Leslie To

Data & Analytics

Transcript of Cutting Through The Clutter Build Your Map to GA Treasure By Leslie To