Keyareas oftracking and analyticsassets.adma.com.au/student-lounge/digital/tutor slides week...
Transcript of Keyareas oftracking and analyticsassets.adma.com.au/student-lounge/digital/tutor slides week...
Keyareas oftracking andanalytics
• Tracking online vs offline and integrationbetweenthem
• Online tracking – systems, optionsandintegration
Biggest issue :- making sense of all the dataand turningit into informationthat candrive business objectives
Trackingonline• Offlinetracking:
• Difficult to measure accurately, often tracked through surveys andstatistical analysis
• Takes time• Any learnings are implemented in the next TVC or print execution
• Online,everything can betracked and measured:• Views, Hits, Repeat visits, Length of visit, Interactions, Conversions• Time of day, Geographical location etc.• Display banners, emails, websites, videos
• Onlinetracking:• Real-time, real data• Optimisation mid-campaign, rather than implementing learnings into the
next campaign
Issues• People may use offline methods for completing a purchase:
• In store• Phone
• Unique users are tracked by IP address, but a lot of users mayuse internet at home and at work, with different IP addresses
• Different analytics platforms use different algorithms, so if youchange your software, you can’t compare data from previousperiods
Resolutions• For correlating offline & online:
• Call centre or store purchases to include questions around where theyheard about the product / company
• Correlation of general sales reports mapped to online activity• Data consolidation (e.g. Purchases) from all sources• Social media monitoring to see what experiences people have had with
your brand, and what they are saying• Correlation of TVC media schedule with traffic spikes & search
monitoring• Keyword URLs (don’t work very well)
Understandingonline tracking
AdServerAdServer
AffiliatemanagerAffiliatemanager
MobilecompanyMobile
company
EmailsystemEmail
system
YouTubeYouTube
GoogleAdWords /Analytics
GoogleAdWords /Analytics
GoogleAnalyticsGoogle
Analytics
Social MediaMonitoring
Social MediaMonitoring
MobileCompany
MobileCompany
BespokereportingBespokereporting
Keyconcerns withtracking
• Gettingall the data into one place on onereport
• Connectingthe dots, and de-duplicatingthe channels
• Understandingattribution and contributionfrom each componentwhen multiplechannels have beentouched
Whatto measure• There are numerous data and analytics options• But what do they tell you? So you had 12,000 unique visits to
your site...• Did they have a positive experience? Negative experience?• Do they remember your brand / product?• How do they feel about your brand / product?• Did they buy anything, either online or offline?• Did they come back to the site• Did they tell their friends & family?• Can you learn anything from them to improve your business?
SetObjectives• Set measurable objectives at the beginning of the project /
campaign.• If measurables aren’t determined up front, you may not be able
to source the data you need.• E.g. The % of females that booked a test drive from a particular
display ad against the total number of test drives booked• To measure this you would need a combination of:
• Ad server tracking• Website tracking• Data collection
Datacollection formarketingpurposes
• Every marketer wants to know everything about their customersand prospects in order to better segment and optimise
• Be careful to not ask too many or too intrusive questions fromyour users
• Forms are often abandoned when there are too many steps andquestions, especially if the user can’t easily see why you needthat information
• Don’t worry about getting all of the information in one hit, buildan eCRM strategy to gather information over time so you canbetter profile your customers / prospects
Qualitativev quantitative
http://www.slideshare.net/prebynski/the-new-online-analytics-dashboard
• Measuringobjec tiveswill probablybe acombinatio nofqualitativeand quantitativemetho ds
Qualitative• Usability• Brandaw areness• Copyand graphics• Campaigntheme• Audience segment• Feedback
Quantitative• Hits• Pageviews• Openrates• Timeon site• Bouncerates
Trackingtools• OnlineBrand effectivenesstracking• Adservers• Emailtracking• PaidSearch• Websiteanalytics
OnlineBrand Effectiveness• The digital industry’s greatest strength, accountability,
has always been its greatest hindrance.
• Early on, digital practitioners’ championing oftransparency helped to paint the industry into a directresponse corner, and effectively restrict the free flow ofbrand dollars into the market.
• As the digital industry continues to establish itself as abrand building medium, it has become far more commonplace to run online ad effectiveness studies to quantifythe effect campaigns are having on shifting commonbrand metrics.
• Current suppliers of this research method includesNielsen Online, Dynamic Logic & ComScore.
Pre Survey Post Survey
Radio
TV
TV
Radio What wasthe effectof onlineamongst
allactivity?
Online Ad Campaign
ResearchApproach – Pre/ Post
Online Ad Campaign
ExposedControl
Radio
TV
Radio
TV
All thingsequal
except forexposure
ResearchApproach –Simultaneous
ResearchApproach
18
Exposed group• Launched via domain exit site intercept• Overall n= 1,527• Target Audience (MGB with u/18 kids) n= 580
Control group• Launched via domain exit site intercept• Overall n= 2,654• Target Audience (MGB with u/18 kids) n= 883
• Site intercept survey• Domain exit approach• Simultaneous AdE methodology
CreativeExecutions
19
Unsure9%
No57%
Recall34%
20
CampaignRecallTarget Audience Exposed to Campaign
Exposed to mrec/leader n=293
Recall(TA)
AllExposed
(TA)
Awareness 95% 96%
Consideration 58% 59%
PurchaseIntent
33% 30%
Recommendation
63% 60%
Control Exposed
21
Awareness 91%
Sentiment 52%
Consideration54%
Purchase Intent 25%
Advocacy 55%
Awareness 96%
Consideration59%
Purchase Intent 30%
Advocacy 60%
Sentiment 58%
Control n=883, Exposed n=580
NielsenOnline BrandImpact PyramidTarget Audience
BestPractice Guidelines• With agencies and advertisers increasingly seek to demonstrate effective
return on investment from their advertising expenditure there has been alarger emphasis placed on brand effectiveness research (BER).
• This increasing utilisation of BER has meant that web site audiences arebeing exposed to studies more frequently and this can hinder their mediaexperience which is of importance to both publishers and advertisers. It canalso impact on the quality of the research results.
• The Online Brand Effectiveness Research Best Practice Guidelines havebeen drawn up by the IAB Research Council to ensure that researchrequested by media agencies and clients is mutually beneficial and isconducted as effectively as possible.
Source: IAB Australia - Online Brand Effectiveness Research Best Practice Guidelines – Nov-09
Adservers• Key measurements:
• Impressions: How many times the ad has been served (CPM)• Clicks:How many users have clicked on the ad (CPC)• Events: How many users have gone to pre-determined pages on your site
(e.g. homepage, order a brochure, product page)• Conversions: How many users have ‘converted’, pre-determined e.g. By
number of users who have completed the purchase process
• Events & conversions are measured by adding a piece ofcode to the pre-determined pages
• ROI can be calculated by attributing customer values toevents and/or conversions and comparing to cost.
Custominteractions• Withrich placements,ad serversallow youto set
customi nteractionsfo rmeasurement:• Play,pause, stop,f ullscreen, volumeof videos• Multipleclick throughs• Gamedrop out /co mpletions• Enteringdata fields
Optimisation• Mostad serversallow formultiple creativeto berun in
oneplacement, and reporton theperformance.
• Differentcreative, copy,C2A ’sc anbe tested
• Different% canbe setfor eachcreative andcha ngedordropped completelythrougho utthe campaign
Emailtracking• Thereare lotsof emailplatforms:
• Silverpop, Returnity, Traction• Campaign monitor, Mailchimp
• Keymeasurements:• Open rates• Click through rate• Bounce rate• Unsubscribes• Forward rate
• Events& conversions fromyour websitemay alsobemeasureddepe ndingon theemail platformyou areusing
Emailoptimisation• Youcan testemail creative,subject lines,pro motions
bysplitting yourdatabase and measuringthe response• Normallyperformed ona pilotgroup, andt henthe
‘optimised’ emailsent tothe largergroup• Mostemail platformswill letyou segmentyour data
andse nd differentemails todifferent groups:• Male / female• Geographical• Purchase intention
• Buildup customer data overtime forbettersegmentation
Paidsearch• MainlyGoogle: Adwords/Doubleclick/Analytics• Keymeasurements asper displayads:
• Impressions (CPM)• Clicks (CPC)• Events• Conversions
Paidsearch tracking
Paidsearch tracking
Measuring campaign impact:http://www.youtube.com/watch?v=siD8uTIP5CQ
Googleanalytics• Basictour (approx 5mins):
http://www.google.com/analytics/tour.html
• PPCkeyword analysis (1min 30):http://www.youtube.com/watch?v=9AaI5KVgHyg
• Interpretingand actingon yourdata (9mins):http://www.youtube.com/watch?v=Hdsb_uH2yPU
A/BTesting• Testinga singlevariable• Notlimited to2 options, can haveA/B/C /D• Usedto testlanding pages/ emailsetc.• Toolsallow youto set-upthe testand automatically
splityour visitorsto seeone orthe other• Tools:
• GoogleWebsite Optimiser• Omniture Test& Target
CaseStudy – BabyCenter
Omniture
• Issue: The ‘BabyNa mes’ landing pageconverted 30%lessthan thegeneral keywordsland ingpage
• Goal: Increase ‘BabyNames ’ landingpage formconversion
CaseStudy – BabyCenter
Omniture
CaseStudy – BabyCenter
Omniture
A/Btesting
Omniture
• Advantages:• Simple,easy toim plement• Goodfor HighLevel test
• Disadvantages:• Takestime toobtain statisticallyrelevant results• Onlytests 1variable ata time,variables ont he
losingpage mayactual havea positiveimpact
Multivariatetesting
Omniture
• Multivariatetesting istesting multiplevariables withintheone page.
• Canbe useda fterA/B testing,to drilldown deeper
Multivariatetesting
Omniture
• Totest eachof these variablesusing A/B testing,wouldgiveyou 128 permutations
Multivariatetesting
Omniture
• With Omniture,only 8tests needto beset up
Multivariatetesting
Omniture
Multivariatetesting
Omniture
• Winningvariation
Multivariatetesting
Omniture
• Advantages:• Optimiseseveral elementsat once• Noneed totest allpermutations
• Disadvantages:• Morecomplex than A/B• Requiresadvance dst atisticalanalysis• However,tools available
Multivariatetesting
Omniture
Notes• Customersegmentation targeting,to providedynamic
experiences• Somethingthat worksfo rone business maynot work
foranother business• Canuse GoogleOptimizer, Omniture and others
Omniture vGoogle• 53%of enterprises use afree technologyfor their
primaryweb analyticstool• 66%of enterprisesc urrentlypaying wouldco nsider
movingto afree tooldue to:• Recentimprovemen tsin freetools• Wantto investin peopleto usethe tools,rather
thant hetools• Economic reasons
Forrester: Appraising your investment in Enterprise web analytics,Commissioned by Google, Sep 2009
Omniture vGoogle• 53%of enterprises use afree technologyfor their
primaryweb analyticstool• 66%of enterprisesc urrentlypaying wouldco nsider
movingto afree tooldue to:• Recentimprovemen tsin freetools• Wantto investin peopleto usethe tools,rather
thant hetools• Economic reasons
Forrester: Appraising your investment in Enterprise web analytics,Commissioned by Google, Sep 2009
Omniture vGoogle• Googleanalytics:
• No support for browsers with no javascript / disabledjavascript (so portion of users not tracked)
• No guarantee of reliability or privacy of data• Normally 24hr delay in stats
• Omniture:• Extremely customisable and unlimited• More support and reliability• Superior level of detail• Apply more sophisticated business logic tracking
http://www.haiensheng.com/blog/analyzethis/2009/jan/omniture-sitecatalyst-vs-google-analytics
Omniture vGoogle• Googleanalytics greatfor gettinginsight,
recommendedfor smallto medium sites• Omniture morean integratedb usiness toolwith more
capabilites,recommen dedfor enterprisesites wherethewebsite isa keybusiness tool
• Humananalysis imperative• Havingthe toolsis great,bu tyou needso meoneto
understand the dataand connect thedot stoprovidevaluable insightsa ndo ptimisationstrategies.
http://www.webexpectations.com/blog/2009/04/08/omniture-vs-google-analytics/
Insummary• There is a multitude of tools for tracking and measuring
online• Online data should not be looked at in isolation, review
with offline data as well• Set measurable objectives at the beginning of your
project / campaign to ensure that the relevant data isavailable to you
• Limit and make optional the ‘marketing’ questions informs
• Track and review your tools / data frequently, analyseand find insights that you can use to optimise yourcampaign to better meet your objectives
Exercise
• Login to Interactive Minds GoogleAnalytics and find:– Which speakers/topics are most in demand
and should be offered more often– If there is any seasonality associated with the
events– How users came to the site (email, upstream
site, search, typing in URL directly,bookmarked)
– If any pages on the site need improvementand why (bounce rate/exit rate; paths)
GroupExercise
• Define the brand,the target audienceandthe possiblerole of digital
• Review– Purchase path / cycle for the brand– All public digital aspects :-– Website– Likely search terms – paid and organic
rankings– Social media – IceRocket, Wikipedia,
YouTube, Facebook– Emails, banners, etc.