Making Sense of Marketing Data
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17-Oct-2014 -
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Transcript of Making Sense of Marketing Data
![Page 1: Making Sense of Marketing Data](https://reader033.fdocuments.in/reader033/viewer/2022061105/544163a1b1af9f034c8b4709/html5/thumbnails/1.jpg)
Making Sense of Marketing Data and the Marketers Who Love It
Presented by:Kent LewisPresident & FounderFormic Media, Inc.@kentlewis
John McPheeVice PresidentFormic Media, Inc.@jwmcphee
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Formic Background
Launched in 2008 to service small business & partnersSpecializes in search, social and website development100% of Account Team Google AdWords Certified100% of Account Team Google Analytics Certified7 employees & 45+ clientsStrategic partnerships (SEMA, AlphaGraphics, etc.)Focus on education via monthly Seminar Series
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Agenda
The Why & How of Analytics Which reports provide the best data? SEO PPC Social Media
Resources Q&A
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The Why & How of Analytics
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The Business of Analytics
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Data Sources
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Analytics Report Types
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Analytics Processes
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Analytics Plan
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Analytics Planning Tips & Tricks
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Search Engine Optimization (SEO)
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Google Analytics
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Google Analytics Standard ReportsTraffic Sources
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Google Analytics Standard ReportsSearch Engines
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Google Analytics Standard ReportsReferring Sites
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Google Analytics Standard ReportsTop Content
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Google Analytics Standard ReportsMap Overlay
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Google Analytics Segments
New Visitors Returning Visitors Paid Search Traffic Non-Paid Search Traffic Search Traffic
Direct Traffic Referral Traffic Traffic with Conversions Mobile Traffic Non-Bounce Visits
Default Segments
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Google Analytics Custom Reports
Identify your metrics & dimension
THEN…
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Google Analytics Custom Reports
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Google Webmaster Tools
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Google Webmaster Tools
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Google Webmaster Tools
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Key SEO Metrics
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Key SEO Metrics
Traffic Sources Keywords Top Content Conversions Engagement
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SEO Testing
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SEO Testing
Title Tags Meta Tags Headers (<h1> tags) Body copy Page structure Multiple images vs. single Paragraph vs. bullet copy
Calls to action
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Pay-Per-Click (PPC) Advertising
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Google AdWords
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Google AdWords Reporting
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Google AdWords Reporting – Search Query Report
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Google AdWords Reporting - Networks
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Key PPC Metrics
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Key PPC Metrics
Landing Pages Ad Positions Conversions Engagement
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PPC Testing
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PPC Testing
Keywords (adding new) Ad text (A/B) Ad positions Landing pages (A/B or multivariate) Headlines Images body copy (paragraph vs. bullets) Calls to action (button shape, message, color, etc)
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Social Media Marketing (SMM)
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HootSuite
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YouTube
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Key Social Media Metrics
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Key Social Media Metrics
Fans & Followers Referral traffic from social media sites Conversions/ROI Engagement metrics # of RTs or @ replies # of “likes” on a Facebook post # of comments on Facebook post # of fan photo uploads
Think ratios! (followers/RTs, likes/comments, etc.)
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Social Media Testing
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Social Media Testing
Content & Messaging Custom Landing Pages On Facebook or your website
Contests Polls/Questions Imagery (profile pic or Twitter background)
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Analytics Resources
webanalyticsdemystified.com webanalyticsassociation.org kaushik.net/avinash/ analytics.blogspot.com yanalyticsblog.com anvilmediainc.com/search-engine-marketing-
resources/free-white-papers/
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Contact:Kent [email protected] x223@kentlewis
John [email protected] x122@jwmcphee
Summary/Q&ABusiness drives analytics, not the other way aroundWhat gets measured gets managedMeasurement tools are only the means to an end
Follow @FormicMedia & sign up for our newsletterRead our blog & check out our SlideShare accountAttend our free monthly educational Seminar Series
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Appendix
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Google Analytics
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Google Analytics Segments
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Google Analytics Segments
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Google Analytics Custom Reports
Drag and drop a combination of metrics and dimensions into the report template.
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Google Webmaster Tools
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Google Webmaster Tools
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Google Webmaster Tools
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Key SEO Metrics
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Key SEO Metrics – Traffic Sources
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Key SEO Metrics – Keywords
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Key SEO Metrics – Keywords
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Key SEO Metrics – Top Content
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Key SEO Metrics – Conversions
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Key SEO Metrics – Conversions
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Key SEO Metrics – Engagement
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Key SEO Metrics – Engagement
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Google AdWords
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Google AdWords Reporting – Ad Group
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Google AdWords Reporting – Keyword & Ads
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Google AdWords Reporting – Dimension (Day of Week
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Key PPC Metrics
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Key PPC Metrics – Landing Pages
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Key PPC Metrics – Ad Positions
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Key PPC Metrics – Ad Positions
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Key PPC Metrics – Conversions
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Key PPC Metrics – Engagement
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Key PPC Metrics – Engagement