Maximizing onlineperformance with analytics

Dave Chaffey, SmartInsights.com

Q. Which is your core analytics system?

• 1 Google Analytics• 2 Adobe Online Marketing Suite (Omniture)• 3 Coremetrics• 4 Webtrends• 5 Own data warehouse fed by above • 6 Other

Q. What

About you?

AgendaImprovement strategy• How are you doing?• Where are you going?• 10 techniques you

should be using in your (Google) Analytics

Some practical actions…• Segmenting• AB and MVT• Channel attribution• Mobile marketing• Email Remarketing• Social media marketing• Web analytics

Books

Qualifications: Cert DigM and Dip DigM

Best practice guides

About Dave Chaffey

Analytics advice, software & consulting www.smartinsights.com/presentations

Search &conversionconsultingwww.clickthrough-marketing.com

http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy

PositioningDifferentiate to the target segment’s needs

Low HighDifferentiation

High

Relevance

Low

DRIVERSFeatures that are important

to customers and highly differentiated from the

competition

FOOLS GOLDFeatures that are

distinctive but do not drive customers’ loyalty to brand

NEUTRALSFeatures that are

irrelevant to customers

‘HYGIENES’Features that are important

to customers but are provided by all competitors

at a similar level

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Different segments

are motivated

by different drivers

What is your brand personality?

• Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about.

• Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era.

Source:

What do customers want from an online presence?

Source: http://public.dhe.ibm.com/common/ssi/ecm/en/gbe03391usen/GBE03391USEN.PDF

How differentiated, clear is your value proposition?

http://www.smartinsights.com/blog/web-design/online-value-proposition-examples/

Key brand messages definedthroughout the customer journey

Is your content EXCEPTIONAL?

Is your content shareable, likeable, linkable?

http://www.smartinsights.com/blog/digital-marketing-strategy/tools-tracking-social-syndication/

Q. Ranking question – biggest challenges in analytics – rank in order please

1 Getting resource to do the analytics2 Getting resource to action the data (changes)3 Tagging accuracy4 Channel attribution5 HiPPOs – senior management understanding and support

Q. What

About you?

How are you doing?

Source:

Q. What

About you?

Source: http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/

Measure ReachAudience

EncourageAction incl lead generation

ConvertTo sale

Engage customers to retain and grow

Tracking metrics Unique visitors New visitors Visits

Lead volume n, % product/service

interactions

Sales volume Email list quality Email engagement

quality Transactions

Performance drivers (diagnostics)

Share of audience Share of search Brand/direct visits

Page engagement rate (Bounce rate, duration)

Lead conversion rate by engagement tool

Conversion rate to sale

Channel conversion rates

Category conversion rates

Active customers % (site and email active)

Active social followers

Repeat conversion rate

Customer-centric KPIs

Cost per click and cost per sale

Brand awareness

Cost per lead Customer

satisfaction

Average order value Cost per sale Customer

satisfaction

Lifetime value Customer loyalty

index Products per

customer

Business value KPIs Audience share or Site visits compared to

competitors

Goal value per visit Online lead

contribution(n,£, % of total)

Revenue per visit Online-originated

contribution to sales, revenue and product

Retained sales growth and volume

Revenue per channel and category

How good is your keyphrase-level reporting?• Should show:

•Potential demand from keyphrase estimators•Your actual performance

(position, clicks, conversion, sales, value):–Paid – absolute and relative–Natural – absolute and relative

18

Q. How do we know when we’re generating value?Use these!

http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/

• The 3 key value measures in GA:– 1. Index value (Top content reports)

Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned.

– 2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports.

– 3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled.

http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205

Multichannel attribution – who getsthe credit for sale?

Click SEO “Sun Holiday”

View MSN banner “Winter sun”

Click PPC “Hotels in Kos”

Click Tradedoubler Partner X

View Email “Special Offer”

Direct www.thomascook.com

14/01

15/01

23/01

24/01

3/02

4/02

Click SEO “Thomas Cook”5/02

Event Campaign DetailDate Onsite activity Landing

Content

Confirm

Purchase

Source:

Source: Craig Sullivan independent survey 2009 | 23

Content drilldown shows relativeeffectiveness of page types

TV Is your mindset “Optimize or Die?”

+2.4%

TV - Off

+6.4%

TV - On

-1.3% +14.8%

Service message testing

+5.3%

What’s B in Google Analytics

• Advanced segments• Event tracking and events goals• Custom reports• GA Intelligence custom reports• Custom variables• The API• Multichannel funnels

New Google Analytics – see detailed review:http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/new-google-analytics-beta-a-detailed-review/

1. Segmentation by Referrer / Traffic source:• Paid• Natural• Paid and natural brand and non-brand• By number of keywords – 2,3,4• Social media 2. Segmentation by Visitor Type• New visitor• Returning visitor• Registered visitor• Customer 3. Segmentation by Engagement• 5 pages,• <3 pages 4. Segmentation by Content Viewed • Key landing page• Product page• Checkout complete• Folders for large organisation•

5. Segmentation by Landing Page Type 6. Segmentation by Event:• Conversion goal types and E-commerce

7. Segmentation by Platform (less important)• Browser• Screen resolution• Mobile platforms

8. Segmentation by Location Geography

• Main markets• UK• US• FIGS• ROW

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‘How to’ example of a custom segment

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Notes: 1. Chose a Dimension of ‘Keyword’ and ‘matches exactly’ , ‘contains’ or RegEx for your brand names2. No metrics are required.3. Test the segment first, but you will need to enter a name for the segment to do this. 4. For brand name variants use “Matches regular expressions” and separate by a pipe symbol ‘|’.5. Note that segments are specific to a profile initially – you may want to share them.

Custom reports

Event trackingExample

Source: http://www.smartinsights.com/analytics-conversion-optimisation-alerts/using-event-goals-google-analytics/

Using GA’s “Intelligence”

http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/my-experiences-of-using-the-google-analytics-intelligence-feature-to-review-seo-and-pay-per-click/

E-retail example: http://www.e-nor.com/blog/index.php/web-analytics/google-analytics-gift-to-humanity-multiple-custom-variables/

The Google API and app gallery

Multichannel funnels

Source: http://cutroni.com/blog/2011/04/14/google-analytics-multi-channel-funnels/

Tip. Use Feedback tools“Why” not “What”

http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/

Google Analytics will only show you ‘What’ not ‘Why’ – other tools can helpiPerceptions http://www.4qsurvey.com/

“Bad web site. Difficult to find item as no search box provided for short cut”

“I can't find any prices on your website” “Would like to see where I can buy products from” .

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http://whatusersdo.com/pv.php?mode=sample

Tracking session interactions

Source: www.clicktale.com, www.crazyegg.com

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Source: Craig Sullivan: http://www.slideshare.net/sullivac/

Mobile maximization case study - Belron

Mobile marketing potential – a case study

Guidance from project

There’s life in Email (RE)Marketing

• 1. Generic branded follow-up email : +10% conversion rate.

• 2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.

• 3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.

Source: http://www.smartinsights.com/email-marketing-ecrm-alerts/email-remarketing-an-example-of-how-to-test/

Let’s Connect! Questions & discussion welcome

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