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Measure Digital to Ignite Results, not Reports (AAF)
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Peter Howley, Principal Consultant Empirical Path
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Peter Howley from Empirical Path presented at the American Advertising Federation in New Mexico 11/15.
Transcript of Measure Digital to Ignite Results, not Reports (AAF)
Peter Howley, Principal Consultant
Empirical Path
‣ Introduction
‣ Status Quo
‣Count Conversions
‣ Segment Audience
‣Test Ideas
‣ Share Insights
‣ Led web analytics at washingtonpost.com
‣ Led branding business at #1 online ad network
‣ Founded Empirical Path in 2002
‣ Earned Google Analytics and Omniture certifications
‣ Defend digital investment
‣ Compare online to offline
‣ Right-size digital investment
‣ Re-allocate to most valuable activities
‣ Celebrate and reward successes
‣ Learn from mistakes
Reports that measure only how many people entered the funnel:
‣ Impressions
‣ Visits
‣ Unique visitors
‣ Friends
‣ Followers
Measure how many times they complete the funnel (& achieve campaign goal):
‣ Purchases
‣ Social shares
‣ Email signups
‣ Contacts via form & phone
‣ File downloads
‣ Video views
Main Domain
Vendor Domain
NOTE: All data disguised
Show all, new, returning, or
campaign, etc. visits
NOTE: All data disguised
Only cumulative share data
No share data
NOTE: All data disguised
Measure conversion rate for each key segment of visitors.
‣ Traffic source (PPC, email, SEO)
‣ Geography
‣ Loyalty (new, returning)
‣ Content interest
‣ Prior purchase
‣ Answers to survey questions
Unique content for
each audience
NOTE: All data disguised
Row for each segment…in any report
Conversion rates for
multiple goals
1 row for each link or set of links worth
tracking
Ties in other analytics
tools
Tells analytics which
channel worked
Revenue Other
Conversions
Experiment with ideas and use conversion rate in key segments to pick a winner:
‣ Landing Page ‣ Ad Copy ‣ Home Page ‣ Offer ‣ Discount ‣ Button color
Above-the-fold call-to-action
23% of next clicks from the
homepage are to promotions
23% of next clicks from the
homepage are to promotions
23% of next clicks from the
homepage are to promotions
23% of next clicks from the homepage are to promotions
Carousel dominates above-the-
fold
Copy pushes everything
but Carousel below fold
79% of page views are
entries to the site
Revenue per Pageview shot up
Bounce rate improved
Pageviews dropped as client cut
PPC
Visits viewing page spent 32%
more despite falling 73%
Oh yeah!
Downplay; 9% click but 27% of those come back
Shrink; pushes
products & prices down
Shrink; pushes
products & prices down
Keep; 18% of entrances
click
Lose; draws eye from
product art & headline
Get analytics reports, findings & recommendations to decision-makers
‣ Build useful dashboards
‣ Email reports automatically
‣ Try out mobile apps
‣ Display real-time metrics
‣ Go beyond default reports
‣ Measure conversions and segments
‣ Put data into action by testing ideas and sharing insights
Questions now?
Questions later:
‣ 505-856-6131
‣ @phowley99 | @EmpiricalPath
‣ Facebook.com/EmpiricalPath
