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Vinoaj Vijeyakumaar
@vinoaj
vnjv.co/vvgplus
vnjv.co/vvlinkedin
5 Steps to Measurement Success
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About this presentation
• Presented on Thu 25 Oct 2012 at g|Thailand – a Google event introducing businesses to digital marketing solutions.
• PDF copy available at http://vnjv.co/gthailand
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Measurement
More important today than at any other time in digital marketing.
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• Vinny • 2012 - Chief Consultant /
Founder – Sparkline Analytics
• 2007-12 – Senior
Conversion Specialist, Google Southeast Asia
Sparkline Analytics
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Measurement
• Metrics are the drivers of growth
• Action drives growth
Data Metrics Insights Action Growth
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Collecting data is good.
But Taking Action is Better
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Today: 5 Steps
1 Define your Goals Metrics
2 Segment, Segment, Segment
Insights 3 Understand Multi-Visit Behaviour
4 Constantly monitor for opportunities
5 Take Action Action
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Google Analytics
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Track Behaviour
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Entry Exit
Behaviour
Engagement
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Step 1: Define Your Goals
http://www.(lickr.com/photos/angietorres/4564135255/
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How it’s usually done
Do nothing (inertia)
Try and find some meaning in the data
Read all reports
Learn to use measurement tool
Implement measurement tool
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How it’s usually done
Do nothing (inertia)
Try and find some meaning in the data
Read all reports
Learn to use measurement tool
Implement measurement tool
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Setting Meaningful Goals
Awareness Free Users
Paid Users
Loyalty / WOM
KPIs
Goa
ls
# paid users # sales # in-app purchases
User upgraded Product purchased In-app purchase made
Macro ($)
# impressions # new visits # mentions
Time on site (new visitors) Pages / session (new visitors)
# signups # referrals
User signs up Referral made Referral signup
Return visits # mentions # referrals
Referral made Referral signup
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Goals Bring Meaning to Numbers
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Goals Bring Meaning to Numbers
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Goals Bring Meaning to Numbers
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Goals Bring Meaning to Numbers
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Goals Bring Meaning to Numbers
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Goals Bring Meaning to Numbers
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Other Uses for Goals
• Flow Visualization
• Multi-Channel Funnels • Intelligence Events
• Advanced Segments
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Step 2: Segment, Segment, Segment
http://www.(lickr.com/photos/darwinbell/1525911006/sizes/l/
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Advanced Segments Speaker Notes • The standard blue line represents aggregated data. • Aggregated data can hide underlying trends that you
should be looking at in more detail. • Segmentation helps uncover those trends.
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Advanced Segments Applied: Swissotel • Goal: optimise PPC campaigns for the Swissotel Stamford, Singapore
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Advanced Segments Applied • Creating segments are easy
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• Apply segments across dimensions
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Advanced Segments Applied
We want more Brits!
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• What are visitors looking for?
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Advanced Segments Applied
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• After 6 months of continued reviews and optimization..
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Advanced Segments Applied
67.78% increase in revenue 21.78% decrease in costs 100% increase in ROI
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Advanced Segments: The Choice is Yours
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Visitor Profile New vs. Returning Geographic Distribution Language Mobile vs. Desktop Browsers
Behaviour Engagement (Time-on-Site, Pageviews) Became a Member Requested a Trial
Channels Brand vs non-Brand Keywords Paid vs non-Paid Search Paid vs Organic Direct vs Referral
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Step 3: Understand Multi-Visit Behaviour
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Yesterday: Last-click Attribution
Twitter Organic Search
Paid Search
(Network X) Display Ad
Paid Search
(Network Y)
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Sale: $100
$100 $0 $0 $0 $0
These channels of traffic are discounted or given no credit for the sale
Are these channels worthless? No … right?
How do you value the impact of these channels for driving conversions downstream?
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Today: Cross-channel Attribution
Twitter Organic Search
Paid Search
(Network X) Display Ad
Paid Search
(Network Y)
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Sale: $100
$100 Assist (X%) Assist (X%) Assist(X%) Assist (X%)
Give credit where credit is due
@vinoaj 34
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Insight: 57% of all conversions had multi-step paths
How can we convert multi-visit users?
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3/11/11
1 Visit
3/23/11 3/19/11 3/15/11
11% increase in bookings within a month
3/11/11
1 Visit
3/23/11 3/19/11 3/15/11
Display Ad
Display Ad
Conversion
No Conversion
Turned non-converting paths…
Into converting paths via more display investment
Action: Increase display coverage
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Impact: 11% increase in bookings within a month
Before : less than 1% of advertising conversion paths include display After: more than 10% of advertising conversion paths include display
Action: increase display coverage
11% increase in bookings within a month
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Step 4: Constantly Monitor for Opportunities
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Can you know it all?
“ [T]here are known knowns; there are things we know that we know. There are known unknowns; that is to say there are things that, we now know we don't know. But there are also unknown unknowns – there are things we do not know we don't know
” United States Secretary of Defense, Donald Rumsfeld (Feb 2002)
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Can you know it all?
“ [T]here are known knowns; there are things we know that we know. There are known unknowns; that is to say there are things that, we now know we don't know. But there are also unknown unknowns – there are things we do not know we don't know.
” United States Secretary of Defense, Donald Rumsfeld (Feb 2002)
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Can you know it all?
“ [T]here are known knowns; there are things we know that we know. There are known unknowns; that is to say there are things that, we now know we don't know. But there are also unknown unknowns – there are things we do not know we don't know.
” United States Secretary of Defense, Donald Rumsfeld (Feb 2002)
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Can you know it all?
“ [T]here are known knowns; there are things we know that we know. There are known unknowns; that is to say there are things that, we now know we don't know. But there are also unknown unknowns – there are things we do not know we don't know.
” United States Secretary of Defense, Donald Rumsfeld (Feb 2002)
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Google Analytics Intelligence Events
Speaker Notes • Case Study: Shoes of Prey • Download full case study at http://vnjv.co/sopgaia
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10% increase in sales
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10% increase in sales
Speaker Notes “We knew that their [Polka Dot Bride’s] audience would be receptive and it was a natural choice to partner with them,” he says. “Together we ran a competition for their readers to design and win a pair of wedding shoes on Shoes of Prey. This helped kick-start the launch of our range of wedding shoes, and we’re seeing great sales as a result.” Michael credits the 10% uplift in sales following the release of the new wedding shoe range to this intelligent approach.
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“So much happens around us that we don’t always know, and Intelligence Alerts allows us to become aware of these ‘unknown unknowns’ and make sure we’re responding effectively.” Michael Fox, Co-Founder & Director of
Operations, Shoes of Prey
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Step 5: Take Action on your data
http://www.(lickr.com/photos/levork/2530374904/
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Taking Action
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Today: 5 Steps
1 Define your Goals Metrics
2 Segment, Segment, Segment
Insights 3 Understand Multi-Visit Behaviour
4 Constantly monitor for opportunities
5 Take Action Action
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Vinoaj Vijeyakumaar
@vinoaj
vnjv.co/vvgplus
vnjv.co/vvlinkedin
Q&A
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