MAKING MARKETING DECISIONS BASED ON DATA

Megan HornMarketing Specialist

AGENDA

• Setting goals

• Campaign tracking

• Slicing n’ dicing data

• A/B testing

• Reporting

GOALS

GOAL SETTING

• Should align with business goals

• It all starts with your website

• What does success look like?

• What do you want users to do?– Fill out a form– Call– Download something– Visit # of pages– Buy something

GOAL TRACKING

If you don’t know your goals, you can’t track them

THAT’S SO TWEETABLE!

If you don’t know your goals, you can’t track them.

#abicon15

@FarReach

@IowaABI

@MeganHorn

EVENTS VS. GOALS

• Goals = conversions

• Events = other things you want to track

• Goals can be made up of events

CAMPAIGN TRACKING

GOOGLE UTM URLS

• Core elements:– URL– Campaign Name– Campaign Medium– Campaign Source

CAMPAIGN REPORT

• Reporting– Acquisition

• Campaigns

• See important stats for each campaign

• Use this information to adjust marketing

SETTING UP CAMPAIGNS

• Search “Google UTM Builder”

• No official setup in Google Analytics

• When you (or others) use UTM URLs, it shows up

• Stay consistent for the best results

SLICE N’ DICE

SEGMENTS

• Virtually limitless ways to break down data

• Choose from Google’s included segments

• Create your own

• Save for later use

OTHER FUN TOOLS

• Secondary dimensions

• Content grouping

• Filters

A/B TESTING

TIME-BASED EXPERIMENTS

• Have version A live for 1 month

• Change to version B for another month

• Compare results

GOOGLE ANALYTICS EXPERIMENTS

• Easily test variations of a page

• Might require a developer’s help, depending on your skill level

GOOGLE ANALYTICS EXPERIMENTS

UTM URLS

• Create a campaign

• Use different source/medium to track results

• Not as statistically valid as experiments

REPORTING

DASHBOARDS

• Add widgets to track just about anything

• Click “Add to Dashboard” at the top of any report

• Save for quick access

• Share with your team

SCHEDULED REPORTS

• Automatically email reports

• Click “email” at the top of any report

• Schedule daily, monthly, weekly, quarterly

RESOURCES

THIS SLIDE DECK

http://slidesha.re/1xQjlnv

LEARN GOOGLE ANALYTICS

https://analyticsacademy.withgoogle.com

http://www.google.com/intl/en/analytics/learn

/

GOOGLE ANALYTICS NEWS

http://analytics.blogspot.com/

GOOGLE ANALYTICS FOR MARKETERS

http://goo.gl/VoL74c

GOOGLE ANALYTICS ADD-ONS

https://www.google.com/analytics/gallery/

QUESTIONS?

Michael Libbiemichael.libbie@insightcubed

.com

Megan Hornmegan@farreachinc.com