Digital Marketing Measurement
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU CRASH COURSE MEASURING DIGITAL MARKETING #digiroi @affinityau @LukeBrown_AU @AdamSharAU #digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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How to measure the impact of digital marketing
Transcript of Digital Marketing Measurement
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BENCHMARKS
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CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
CRASH COURSEMEASURING DIGITAL MARKETING
#digiroi @affinityau @LukeBrown_AU @AdamSharAU
BENCHMARKS
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ONLINE TV
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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DISPLAY
EDM
ONLINE TV
NATIVE
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CONVERSION EVENTSBENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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EDM
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NATIVE
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OTHER 1
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
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EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
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CONVERSION EVENTSBENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
SURVEY BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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EDM
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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ONLINE TV
NATIVE
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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CHANNEL USED? CTR CR CPC CPA
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CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
WHAT YOU WANTED TO KNOW
1. Cover the basics2. Cover the basics3. No reallycover the basics4. Attribution5. Tools - basics
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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CHANNEL USED? CTR CR CPC CPA
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EDM
ONLINE TV
NATIVE
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OTHER 1
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CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
TOP 5 PROBLEMS BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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EDM
ONLINE TV
NATIVE
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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ONLINE TV
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CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
SURVEY RESULTS
Please just tell me what my KPIs
should be
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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EDM
ONLINE TV
NATIVE
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
EFFECTIVE BUSINESS& DIGITAL GOAL SETTING
BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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ONLINE TV
NATIVE
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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CHANNEL USED? CTR CR CPC CPA
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SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
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CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
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EDM
ONLINE TV
NATIVE
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OTHER 1
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
THINGS TO THINK ABOUT
SMART Goals How many? Business Conversions Digital Conversions Sales Channels Sales Source Path to sale
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
SMART GOALS
Specific
Measurable
Achievable
Relevant
Time bound
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BENCHMARKS
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NATIVE
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
HOW MANY GOALS?
1 3 core goals that directly impact the bottom line
2 5 supporting goals
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BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BUSINESS CONVERSIONS
My business considers a conversion complete when:
q The money hits our accountq An in store saleq An order is shippedq A contract is signedq A service is delivered in fullq A reseller places a new orderq A new user registers or downloads our appq Deferred purchase event e.g. pharmaceutical script filled.q Other
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
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EDM
ONLINE TV
NATIVE
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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EDM
ONLINE TV
NATIVE
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CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
DIGITAL CONVERSIONS
I consider a digital conversion is complete when:
q A sale is complete in my online shopq A transaction is complete in my appq A new enquiry is captured through a form on my websiteq A new enquiry is captured through a call from my websiteq A users is referred to an external site where they can buyq Content is downloaded or a tool is usedq Website engagement above a thresholdq Other (e.g. coupon redemption in store)
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
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ONLINE TV
NATIVE
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
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EDM
ONLINE TV
NATIVE
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CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
SALES CHANNELS
How do people buy your stuff.
q Websiteq In App Transactionq Inbound Callsq Outbound Callsq Field Sales Repsq Bricks & Mortar Storeq Retailers & Resellersq Other
BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
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EDM
ONLINE TV
NATIVE
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
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EDM
ONLINE TV
NATIVE
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CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
SALES SOURCE
Category Intenders _____%
Brand Intenders _____%
Advertising _____% Repeat / Loyalty Purchase _____% Referral Purchase _____% Walk In/Impulse _____% Dont Know _____%
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BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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ONLINE TV
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CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
DATABASE OF INTENTION BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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SOCIAL
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EDM
ONLINE TV
NATIVE
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OTHER 1
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CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
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ONLINE TV
NATIVE
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OTHER 1
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
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EDM
ONLINE TV
NATIVE
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OTHER 1
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
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EDM
ONLINE TV
NATIVE
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OTHER 1
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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SOCIAL
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EDM
ONLINE TV
NATIVE
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OTHER 1
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CHANNEL USED? CTR CR CPC CPA
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
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EDM
ONLINE TV
NATIVE
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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BENCHMARKS
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CHANNEL USED? CTR CR CPC CPA
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OTHER 1
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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EDM
ONLINE TV
NATIVE
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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CHANNEL USED? CTR CR CPC CPA
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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EDM
ONLINE TV
NATIVE
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OTHER 1
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
-
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CONVERSION EVENTSBENCHMARKS
CHANNEL USED? CTR CR CPC CPA
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NATIVE
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OTHER 1
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
___________
___________
___________
___________
___________
10,000,000
2,000,000
200,000
20,000
2,000
____%
Market Share
____%
Market Conversion Rate
____%
Conversion Rate
____%
____%
____%
____%
Market Penetration
Market Response
Site to ____Drop off
____ to SaleDrop off
20
10
10
10
0.10
2.00
0.02
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
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EDM
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OTHER 1
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CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
-
BENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
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EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
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CONVERSION EVENTSBENCHMARKS
CHANNEL USED? CTR CR CPC CPA
SEARCH
SOCIAL
DISPLAY
EDM
ONLINE TV
NATIVE
RETARGETING
OTHER 1
OTHER 2
CONVERSION EVENTS
#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
___________
___________
___________
___________
___________
____%
Market Share
____%
Market Conversion Rate
____%
Conversion Rate
____%
____%
____%
____%
Market Penetration
Market Response
Site to ____Drop off
____ to SaleDrop off
20
10
10
10
10,000,000
8,000,000
800,000
80,000
8,000
0.2
2.0
0.08
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PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
___________
___________
___________
___________
___________
____%
Market Share
____%
Market Conversion Rate
____%
Conversion Rate
____%
____%
____%
____%
Market Penetration
Market Response
Site to ____Drop off
____ to SaleDrop off
20
10
10
40
___________
10,000,000
2,000,000
20,000
8,000
0.40
4.00
0.08
200,000
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BUSINESS GOALS
1. _______________________
2. _______________________
3. _______________________
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DIGITAL GOALS
1. _______________________
2. _______________________
3. _______________________
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PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
___________
___________
___________
___________
___________
____%
Market Share
____%
Market Conversion Rate
____%
Conversion Rate
____%
____%
____%
____%
Market Penetration
Market Response
Site to ____Drop off
____ to SaleDrop off
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PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
PATH TO SALE
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM /POS
/IN STORE
SALE
$
Site Path to Scale
NEW LEAD CAPTURED
START
Stage name, e.g. Initiall Call Back
Stage name, e.g. Proposal generated
Stage name, e.g. Contract signed
MIDDLE
END
SITE PATH TO SALE
NEW LEAD CAPTURED
START
Stage Name, e.g. Add to cart
Stage Name, e.g. Login or Site Registration
Stage Name, e.g. Purchase Thank You Page
MIDDLE
END
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PATH TO SALE
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM /POS
/IN STORE
SALE
$
CRM/ECOMM PATH TO SALE
NEW LEAD CAPTURED
START
Stage name, e.g. Initial Call Back
Stage name, e.g. Proposal generated
Stage name, e.g. Contract signed
MIDDLE
END
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QUESTIONS
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KPIs
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HARDKPIs &
Soft KPIs
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$$1STVISIT 2NDVISIT ENQUIRY NEWSLETTERSIGNUP RE-ENGAGEMENTCONVERSION EVENTS
Frequency Latency
PURCHASE PATH
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
WEIGHTED AND SUPPORTED OUTCOMES
FIRST TOUCH
FIRST ENGAGEMENT
CONSIDERATION
ACTION
CONVERSION
REPEATCONVERSION
Advertising through multiple channels
Referral from existing customer
Read of page headline in organic search
Mouse hover over banner ad
Click through to website
External read of reviews or press
Subsequent site visits Site Bookmark, send
or share Social network query
e.g. has anyone hear of these guys before? Sign Up/Registration
App Install Content save or download
Purchase Enquiry
Direct entry site visit Engagement through eDM Referral of new business
to you
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KPI METRICS CAN BE FOUND
Social Adserver Web analytics E-Commerce Mobile
Newsletter
In Store / POS Sales representatives CRM Phone analytics
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INSTORE METRICS
Footfall
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Point of sale transaction
Loyalty card / app
Digital Coupon / In store bounce back
iBeacon
Behavioral engineering post purchase
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PATH TO SALE
REFERRALS RELATIONSHIPS
$
MARKET
WASTAGE
REACH
SITE/APP
CRM/ECOMM/POS
/IN STORE
SALE
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10 MEASUREMENT TESTS 1. The truth test. Are we really measuring what we set out to measure?
2. The focus test. Are we only measuring what we set out to measure?
3. The relevancy test. Is it the right measure of the performance measure we want to track?
4. The consistency test. Will the data always be collected in the same way whoever measures it?
5. The access test. Is it easy to locate and capture the data needed to make the measurement?
6. The clarity test. Is any ambiguity possible in interpreting the results?
7. The so-what test. Can and will the data be acted upon, i.e. is it actionable?
8. The timeliness test. Can the data be accessed rapidly and frequently enough for action?
9. The cost test. Is the measure worth the cost of measurement?
10. The gaming test. Is the measure likely to encourage undesirable or inappropriate behaviors?
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KPI CASE STUDIES
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Benchmark Change
GAMED METRICS
45%Optimization
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eCom
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eCommerce Sales
66%
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Benchmark Change
GAMED METRICS
Optimization
$-
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
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500
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24
Tota
l Rev
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eCom
mer
ce S
ales
eCommerce Sales Revenue
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Review
GAMED METRICS
$-
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
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500
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24
Tota
l Rev
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eCom
mer
ce S
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eCommerce Sales Revenue
BENCHMARKS
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GAMED METRICS
$-
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
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600
800
1,000
1,200
1,400
1,600
1,800
2,000
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24
Tota
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Ecom
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Pho
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Webform Enquiries Phone Enquiries Revenue
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Correction
GAMED METRICS
$-
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
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800
1,000
1,200
1,400
1,600
1,800
2,000
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Week 16 Week 17 Week 18 Week 19 Week 20 Week 21 Week 22 Week 23 Week 24
Tota
l Rev
enue
Ecom
mer
ce &
Pho
ne S
ales
eCommerce Sales Phone Sales Revenue
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$1STVISIT 2NDVISIT 3RD VISIT ENQUIRY NEWSLETTERSIGNUP
CASE STUDY - NEWSLETTERS BENCHMARKS
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QUESTIONS
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ESSENTIAL TOOLSBENCHMARKSCHANNEL USED? CTR CR CPC CPA
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ESSENTIAL TOOLS BENCHMARKS
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#digiROI @AffinityAU @LukeBrown_AU @AdamSharAU
SITE ANALYTICS
Marketing Technology Landscape January 2015
INFR
A&'
STRU
CTURE
'
by'Sco1'Brinker'''@chiefmartec'''h1p://chiefmartec.com'
MARKETING'EXPERIENCES' MARKETING'OPERATIONS'
INTERN
ET'
BACK
BONE'
PLATFORM
S'
CRM' MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experience'Management' E&commerce'PlaQorm/Suite'
MIDDLE&'
WARE
' IdenIty' Cloud'IntegraIon/ESBs' APIs'Tag'Management'
InteracIve'Content'
Sales'Enablement'
CreaIve'&'Design'
Dashboards/VisualizaIon'
Performance'&'A1ribuIon'
BI,'CI'&'Data'Science'
Web'&'Mobile'AnalyIcs'
Data'Management'PlaQorms/Customer'Data'PlaQorms'
Channel/Local'Mktg'
Team'&'Project'Mgmt'
Audience'&'Market'Data'
Call'AnalyIcs/Management'
Asset'&'Resource'Mgmt'
Vendor'Data/Analysis'
SEO'
PersonalizaIon'&'Chat'
TesIng'&'OpImizaIon'
Customer'Experience/VoC'
Loyalty/Referral/GamificaIon'
Events'&'Webinars'
Social'Media'MarkeIng'
Influencer'MarkeIng'
Email'MarkeIng'
Video'MarkeIng'&'Ads'
CommuniIes'&'Reviews'
Display'&'NaIve'Ads'
Search'&'Social'Ads'
Mobile'MarkeIng'
Databases'&'Big'Data' Cloud/IaaS/PaaS' Mobile'App'Dev'&'MarkeIng' Web'Dev' MarkeIng'Environment'
Content'MarkeIng'
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ANNOTATION Annotate your timeline to keep track of what changes youve made to your site or campaigns youve run, and what the impact has been.
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URL SUFFIXES
http://www.you.com?utm_term=Low_Value_Customer
Analytic platforms pick up the referral source of organic traffic but
wont for a direct URL entry.
Paid traffic is generally recorded as direct entry unless you set have a URL suffix in place.
If you define paid traffic you can get more insight than from paid than organic traffic.
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UTM BUILDERS
https://support.google.com/analytics/answer/1033867?hl=en
Segment you paid traffic easily
Disregard the naming convention
Use variables however works for you
Complex campaigns make UTMs hard to manage
Simplify by automating them using your adserver.
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CONVENTION CONSIDERATIONS
Keep your convention consistent across channels
Plan and try to future-proof how you use the variables
Remember that your competitors can read the UTM
Remember that your customers can read the UTM
UTMs dont just apply to paid traffic, you can use them anywhere you define the URL that points to your website
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UPGRADE If Google Analytics was deployed more than 2 years ago you might want to consider upgrading to the new Universal Analytics.
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Google Analytics vs Universal Analytics
Pro:
More features & better insights Much more accurate mobile measurement Better social media measurement Improved eCommerce integration Cross device deduplication
Con:
Youll need to get the change made Existing eCommerce integration need updating Your reported traffic volumes might change
Google Analytics
Universal Analytics
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SHARING BENCHMARKS
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The best analytics work is collaborative analytics work
All parties should work using the same view of your site data
Annotations, Segments & Dashboards can be shared
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DATA LEAKAGE If you deal with sensitive information captured in a web form, make sure it isnt being passed into Google Analytics.
/thankyou?name=Ted%20Bundy&phone=555%2012 34&comment=Ive%20killed%20some%20people% 20can%20I%20speak%20to%20you%20in%20con fidence
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ADSERVERS
Marketing Technology Landscape January 2015
INFR
A&'
STRU
CTURE
'
by'Sco1'Brinker'''@chiefmartec'''h1p://chiefmartec.com'
MARKETING'EXPERIENCES' MARKETING'OPERATIONS'
INTERN
ET'
BACK
BONE'
PLATFORM
S'
CRM' MarkeIng'AutomaIon/Campaign'&'Lead'Mgmt' Web'Content/Experience'Management' E&commerce'PlaQorm/Suite'
MIDDLE&'
WARE
' IdenIty' Cloud'IntegraIon/ESBs' APIs'Tag'Management'
InteracIve'Content'
Sales'Enablement'
CreaIve'&'Design'
Dashboards/VisualizaIon'
Performance'&'A1ribuIon'
BI,'CI'&'Data'Science'
Web'&'Mobile'AnalyIcs'
Data'Management'PlaQorms/Customer'Data'PlaQorms'
Channel/Local'Mktg'
Team'&'Project'Mgmt'
Audience'&'Market'Data'
Call'AnalyIcs/Management'
Asset'&'Resource'Mgmt'
Vendor'Data/Analysis'
SEO'
PersonalizaIon'&'Chat'
TesIng'&'OpImizaIon'
Customer'Experience/VoC'
Loyalty/Referral/GamificaIon'
Events'&'Webinars'
Social'Media'MarkeIng'
Influencer'MarkeIng'
Email'MarkeIng'
Video'MarkeIng'&'Ads'
CommuniIes'&'Reviews'
Display'&'NaIve'Ads'
Search'&'Social'Ads'
