Interpreting data · Use tools like ‘Answer the public’ and ‘UK Gov Profiler’ to identify...
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Interpreting digital data Workshop - Using tools to discover your data
Transcript of Interpreting data · Use tools like ‘Answer the public’ and ‘UK Gov Profiler’ to identify...
Interpretingdigital dataWorkshop - Using tools to discover your data
Luke QuilterSleeping Giant Media & Giant Campus CEO
SleepingGiantM
SleepingGiantM
Luke Quilter
@LukeQuilter
Anthony KlokkouSleeping Giant Media & Giant Campus MD
Anthony Klokkou
@AnthonyKlokkou
SleepingGiantM
SleepingGiantM
Our Specialist Subjects...
We don’t just do it, we make it work!
“… Learnt a lot in an easy to understand manner.”
Kim Downs. Hadlow College Group
Search (SEO)
Pay Per Click (PPC)
Social Media
Content Marketing
Strategy & Analytics
Interpreting digital data
1. Identify key metrics important to their business performance online2. Use free software to gather and collate business data3. Protect the data at their disposal responsibly and inline with GDPR4. Be able to display data in a way that enables easy translation5. Create systems to capture and record own data
6. Utilise the elements of the data cycle to maximise importance through data7. Use data to better understand audience groups8. Generate actionable insights to drive improvements9. Report accurately with confidence in the data
Learning Objectives
1 - Understanding Audiences2 - Digital data --- Coffee ---3 - The Metrics4 - Actionable Insights5 - Keeping data safe6 - Managing your data7 - Presenting your data
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Audience groups
DemographicsHow old are they?Male/female?
How much do they earn?
What other brands do they like?
What television programs do they watch
What supermarkets do they use?
Do they have pets or any hobbies?
What devices do they own and use?
Looking at Last Jedi reviews
Looking for local
restaurants Just ordered food shopping
Booked concert tickets
http://answerthepublic.com/
Finding your audience1. YouGov2. Survey Monkey3. Twitter/ Facebook/ Google Analytics4. Answer the public5. Google Predict6. Creative work book/Persona
Who is your audience?
In pairs, spend 5 minutes discussing what traits would make up your ideal customer persona.
ACTIVITY
Age 24 Hipster Henry Keen user of social media especially Instagram
He is influenced by fashion, music and the media
Is interested in being a paramedic
Enjoys Crossfit, bodybuilding and rugby
Starting out
Potential Lifeguard
Age 19
A heavy user of social, Snapchat & Instagram
Enjoys being outdoors & interacting with new people
Is looking into becoming a holiday rep
Starting out
Potential Lifeguard or F2F
Local Lilly
Use tools like ‘Answer the public’ and ‘UK Gov Profiler’ to identify not only demographic information about your audience, but start assessing some of their online behaviour.
Build your own audience personas for your business, and when making content, keep your personas in mind.
Tak A
Understanding AudiencesRecap:
● Why audience personas matter● Using data to analyse audience behaviours online● Audience case study
1 - Understanding Audiences2 - Digital data --- Coffee ---3 - The Metrics4 - Actionable Insights5 - Keeping data safe6 - Managing your data7 - Presenting your data
Plan● Identify Goals and Objectives by
using historical data. What worked well before?
● Outline campaign ideas
25% reduction in commuter traffic over the next three months using search advertising and social media marketing.
Check● Review the data
● Generate Insights
They notice that while the search ads drove a substantial amount of new traffic to the website, very few people saw or engaged with the social media campaign
Quantitative Vs QualitativeNumbers
● People visiting a website ● Amount of sales in a month
Descriptive
● Feedback on product● Sentiment when discussed online
Can you think of other Quantitative & Qualitative data sets?
Benefits of GA:
1. It is completely free of charge
2. Able to find out how your visitors locate your website
3. Able to identify which pages and links your visitors click the most
4. Visitor segmentation
5. Able to fine tune your website
Setting up Google Analytics:
1. Sign up for a Google Analytics account
2. Add tracking code to your website
3. Define goals to identify critical actions on your site
4. Explore the various data types
https://www.youtube.com/watch?v=lZf3YYkIg8whttps://support.google.com/analytics/answer/1008015?hl=en
Digital dataRecap:
● The data cycle - continuously improving● Quantitative Vs Qualitative data● Web data analytic tools you can use
1 - Understanding Audiences2 - Digital data --- Coffee ---3 - The Metrics4 - Actionable Insights5 - Keeping data safe6 - Managing your data7 - Presenting your data
1. New/unique visitor conversion
2. Incoming traffic sources
3. Bounce rate
4. Average session duration/Page views
1. New/unique visitor conversionDepending on whether it’s their first time on your site or not, online visitors can behave differently.
Understanding how new visitors behave can help you to break down your conversion rates and understand what people are driven to do when they visit your website for the first time.
Online users like an easy life; prioritise usability and make your calls to action (CTAs) such as ‘Improve your life today, click here’ as clear as possible.
2. Incoming traffic sourcesUnderstanding where your web traffic comes from can help you determine where to focus your digital marketing efforts for maximum effect.
You may find that different types of traffic are more likely to convert, so you can plan how to make the most of this. When it comes to traffic, look for three different types:
● Direct visitors – these people typed your URL into the search bar.
● Search visitors – these people clicked on your site based on a search query they entered.
● Referral visitors – these people came from a different website that had linked to you, such as a blog.
3. Bounce rateBounce rate tracks how many people hit your site and then leave straight away, without interacting or exploring any further. As a simplified overview – high bounce rate (close to 100%) = bad.
A high bounce rate can mean that your landing pages aren’t optimised for conversion, are difficult to navigate, or that visitors aren’t getting the information they were expecting. If your web pages have a high bounce rate, then it can point you in the direction of things to improve.
4. Average Session DurationThis metric tells you the average length of time someone spends on your website, which can indicate whether or not your site is providing useful, relevant information. The more relevant the content, the more time someone will spend reading in enjoying it – and the longer the session will be.
Look at the correlation between session time and conversions – if people are spending a long time on a page but then not interacting, it may be that the content is confusing, or the next step isn’t clear. Optimise your CTAs and see how it affects your average session duration.
See Think Do
Social media
Search Engine Optimisation
Affiliates
Display
YouTube
Search Engine Marketing
Facebook insights● Actions on page● Reach● Engagement● Page Followers● Video views● Page likes
Hubspot insights● This allows us to look at all
of our platform analytics at the same time.
● One consistent approach● Time saving● Other platforms available
The MetricsRecap:
● Website analytic metrics defined● Social media metrics available
1 - Understanding Audiences2 - Digital data --- Coffee ---3 - The Metrics4 - Actionable Insights5 - Keeping data safe6 - Managing your data7 - Presenting your data
Actionable InsightsIt’s the ‘why’ something has happened or not happened?
What is an...
Vander is supporting the town council planners to decide if local residents are engaged with the
proposal for new skate park.
Step 1
Vander needs to set his goals.
The council want to stick with email communications but vander is sure social media is the best tool for the job.
His goal is to work out which platform has the highest engagement rate when discussing the new skate park.
Step 2
The next thing Vander needs to work out is what metrics he will measure, essentially what data should he look at.
He decides that he needs to measure some metrics specific to his goal. He measures the open rate of current emails, how many links in the emails have been clicked and the engagement rate of skatepark related posts on social media.
Step 3Vander needs to collect the data he needs.
First from the email management platform as well as social media.
Step 4Analysis. He breaks down the data, Vander can see that the open rate of the email is high, but the click rate on some of the links about the skatepark is very low.
There are many factors that influence this, but he summarises that the main demographic of the mailing list is 40 - 55 year olds.
Looking at the engagement of skatepark related posts on social media, he can see that not many people are clicking on the links through to the council's website. Instead they are sharing and leaving lots of comments.
What are the insights, do you think?
In pairs, spend 5 minutes discussing what would we change based on the data - that
actionable insight? ACTIVITY
Step 5Vander decides the target demographic for the skatepark is between 13-21 years old.
To reach this audience social media is the best platform. When he looks at the low click rate of the social media posts he determines that the language used is not targeted to that audience. The fact that so many comments are being left is a sign that there is a real buzz about the park.
He informs the council to focus on creating post on social media, but to ensure the language is aimed at the targeted audience. Headlines such as, ‘Have your view on your skatepark’ and ‘Design your future’ are included to capture the imagination of the audience.
Actionable InsightsRecap:● What is an actionable insight?● The steps to creating your own insights from data.
1 - Understanding Audiences2 - Digital data --- Coffee ---3 - The Metrics4 - Actionable Insights5 - Keeping data safe6 - Managing your data7 - Presenting your data
Information (and ICT) Security
1. You are a target2. Eight character is not enough3. Lock it up4. Practice safe clicking5. Beware of browsing6. Back it up7. Physical cyber safety8. Share less sensitive information9. Cut out the middle-man
10. Stay on top of your accounts
GDPR is here to protect us as data handlers and the rights of your customers.
We should see it as an opportunity to refresh our practices, and to make sure we are being as relevant as we possibly can be..
Tak A
Keeping data safeRecap:
● GDPR - what it means for digital data?● Data handling best practices.
1 - Understanding Audiences2 - Digital data --- Coffee ---3 - The Metrics4 - Actionable Insights5 - Keeping data safe6 - Managing your data7 - Presenting your data
Benefits of using G-Drive:
● It’s low cost (If not free)
● Collaboration
● Permissions control
● Security
The Strides Performance Suite enables our clients, third parties and their account team to collaborate on and project manage all work effectively and efficiently from one location.
Day to day project management, short and long term planning, plus reporting and analysis are all hosted and accessible from the Suite.
Strides houses SGM’s Suite of Creative & Technical Management & Reporting Systems that our client’s have complete access too.
Transparency
Process
Facilitates complete transparency of performance and complete accessibility of information
Access to industry leading processes focused on efficiency and effectiveness of delivery
Knowledge Share
Centralised point for knowledge share and collaboration on project management for all parties
Managing your dataRecap:● Spreadsheet tools can take a lot of the leg work out of managing data● Cloud collaboration bring efficiency and security
1 - Understanding Audiences2 - Digital data --- Coffee ---3 - The Metrics4 - Actionable Insights5 - Keeping data safe6 - Managing your data7 - Presenting your data
1. What does the audience need to know?
2. What presentation format is best suited?
- what roles or positions do people in my audience hold? - what level of knowledge does my audience have? - which industry does my audience work in?
Identifying your target audienceAsk yourself the following questions:
Don’t overwhelm your audience.
Avoid packing in too much information and aim present it in an easy-to-digest way.
How do you decide which format to display your data in?When it comes to presentation, aways choose a visual format that best displays the story you are trying to tell. For example, if you wanted to present a trend over a period of time, consider a line graph, which makes it clear to an audience how things have progressed or changed over a given period.
Tables can be used to display smaller data sets, allowing for comparisons to be made quickly.
Pie charts are useful to display percentages or proportional information in an easy-to-digest way.
Bar charts, are great for comparing related items in a group, where the length of each bar is proportionate to the value it represents.
Line graphs are useful for understanding how data changes over time, for example, whether your website traffic has increased over the past month.
Heat maps are often used to represent performance by area, such as which parts of your website people are clicking on most.
Presenting your data
Recap: ● Make sure you know the needs of your audience● Use various methods to display data effectively● Don’t overwhelm the audience with data they don’t need● Follow up data sets with insights… make sure there is an outcome!
Interpreting digital data
1. Identify key metrics important to their business performance online2. Use free software to gather and collate business data3. Protect the data at their disposal responsibly and inline with GDPR4. Be able to display data in a way that enables easy translation5. Create systems to capture and record own data
6. Utilise the elements of the data cycle to maximise importance through data7. Use data to better understand audience groups8. Generate actionable insights to drive improvements9. Report accurately with confidence in the data
Learning Objectives
Luke QuilterSleeping Giant Media & Giant Campus CEO
SleepingGiantM
SleepingGiantM
Luke Quilter
@LukeQuilter
Anthony KlokkouSleeping Giant Media & Giant Campus MD
Anthony Klokkou
@AnthonyKlokkou
SleepingGiantM
SleepingGiantM
