#SMX #31C @itsleslieto

Leslie To – Director of SEO @ 3Q Digital, a Harte Hanks Company

Cutting Through The Clutter:Build Your Map to GA Treasure

#SMX #31C @itsleslieto

About

• Over $400 million in annual managed spend on Google

• Advertising in 140 countries

• Search, SEO, mobile, paid social, display, and analytics

• Offices in Bay Area, San Diego, Chicago, Raleigh, Austin, and Burlington

#SMX #31C @itsleslieto

Standard reporting limitations Customizations to enhance granularity Segmentations for actionable insights

What You’ll Learn

#SMX #31C @itsleslieto

Limitations of Standard Reporting

#SMX #31C @itsleslieto

#SMX #31C @itsleslieto

#SMX #31C @itsleslieto

#SMX #31C @itsleslieto

#SMX #31C @itsleslieto

Too Much Noise!

#SMX #31C @itsleslieto

Instead think about…

#SMX #31C @itsleslieto

What metrics & dimensions does your business care about most?

Instead think about…

#SMX #31C @itsleslieto

Metric = Number or Ratio Revenue, Sessions, Bounce Rate, etc.

Dimension = User Info Landing Page, Channel, Device Type, etc.

Definition Break!

#SMX #31C @itsleslieto

#SMX #31C @itsleslieto

Focus on key performance indicators

Metric Selection = IMPT 1st Step

#SMX #31C @itsleslieto

Users + Sessions = Establishes volume

#SMX #31C @itsleslieto

Sessions Per User Repeat visit insights

#SMX #31C @itsleslieto

Revenue Per User Accounts for incremental volume

#SMX #31C @itsleslieto

Look @ users throughout conversion funnel

#SMX #31C @itsleslieto

#SMX #31C @itsleslieto

#SMX #31C @itsleslieto

#SMX #31C @itsleslieto

The Fruits of Our Labor

#SMX #31C @itsleslieto

Time to Segment!

#SMX #31C @itsleslieto

New vs Returning

#SMX #31C @itsleslieto

New Organic Visitor $0.69

#SMX #31C @itsleslieto

Returning Organic Visitor $4.58

#SMX #31C @itsleslieto

#SMX #31C @itsleslieto

#SMX #31C @itsleslieto

#SMX #31C @itsleslieto

Retention is sometimes ignored, in favor of new customer acquisition

#SMX #31C @itsleslieto

New user acquisition is important to grow your site & brand

#SMX #31C @itsleslieto

But it must coincide with efforts to also grow retention

#SMX #31C @itsleslieto

Converters vs Non-converters

#SMX #31C @itsleslieto

#SMX #31C @itsleslieto

65% of users never convert

#SMX #31C @itsleslieto

Non-converting users = lost opportunity!

#SMX #31C @itsleslieto

Can we utilize certain channels to make up for performance gaps in others?

#SMX #31C @itsleslieto

#SMX #31C @itsleslieto

#SMX #31C @itsleslieto

#SMX #31C @itsleslieto

Closing gap between converters & non-converters will grow revenue without having to acquire new users

#SMX #31C @itsleslieto

Which is especially important when we consider how competitive the search landscape is

#SMX #31C @itsleslieto

How do we act on these segments?

#SMX #31C @itsleslieto

New UsersReturning

Users

User Type Segments

#SMX #31C @itsleslieto

ConvertersNon-

Converters

Converter Type Segments

#SMX #31C @itsleslieto

New Users

Converters

Continued expansions & on-site optimizations will grow this segment

#SMX #31C @itsleslieto

Returning Users

Converters

Growing brand equity helps future expansion

Don’t sacrifice brand opportunities for non-brand

volume

#SMX #31C @itsleslieto

New Users

Non-Converters

Can other channels help us here?

#SMX #31C @itsleslieto

Returning Users

Non-Converters

Is there an expectation gap?

Is it due to UX, Product or Content?Act accordingly!

#SMX #31C @itsleslieto

Let’s recap…

#SMX #31C @itsleslieto

There are limits to what you can learn from standard reporting

Mindful Reporting Actionable Insights!

#SMX #31C @itsleslieto

There are limits to what you can learn from standard reporting Custom reports allow you to curate data that matters to you

Mindful Reporting Actionable Insights!

#SMX #31C @itsleslieto

There are limits to what you can learn from standard reporting Custom reports allow you to curate data that matters to you

Focus on key performance indicators and account for incrementality

Mindful Reporting Actionable Insights!

#SMX #31C @itsleslieto

There are limits to what you can learn from standard reporting Custom reports allow you to curate data that matters to you

Focus on key performance indicators and account for incrementality

Segmenting your data allows you to more easily see performance trends

Mindful Reporting Actionable Insights!

#SMX #31C @itsleslieto

There are limits to what you can learn from standard reporting Custom reports allow you to curate data that matters to you

Focus on key performance indicators and account for incrementality

Segmenting your data allows you to more easily see performance trends New vs Returning – New customer acquisition is equally important as

retention

Mindful Reporting Actionable Insights!

#SMX #31C @itsleslieto

There are limits to what you can learn from standard reporting Custom reports allow you to curate data that matters to you

Focus on key performance indicators and account for incrementality

Segmenting your data allows you to more easily see performance trends New vs Returning – New customer acquisition is equally important as

retention Converters vs Non-Converters – Maximizing each visit is imperative as

search landscape becomes more competitive

Mindful Reporting Actionable Insights!

#SMX #31C @itsleslieto

Mindful Reporting Actionable Insights!

#SMX #31C @itsleslieto

THANK YOU!

SEE YOU @SMX WEST

SAN JOSE, CAMARCH 1-3, 2016