anvil webinar may 2012: advanced analytics

Advanced Analytics

Presented by:Kim Toomey(@kimtoomey)Senior Account ExecutiveAnvil Media, Inc.503.595.6050 ext 229kim@anvilmediainc.com

About Anvil Media

Anvil Media, Inc. is a digital marketing agency specializing in search engine marketing services, including search engine optimization,  analytics, pay-per-click management,  online reputation management, mobile & social media marketing services.

Some of Our Clients

100% of account team Google AdWords & Analytics certified100% of account team published and spoken in the industryHigh client & employee retentionFounding member of SEMpdx trade associationSocial Media & PPC Training partner with OMI & WhartonExpertise in technology and entertainmentMajority of clients come from word-of-mouth and referralsAward winning: PBJ Fastest Growing, Inc 5,000, AMA MAX

Anvil Key Differentiators

Agenda

What Do You Need to Know?Set Yourself up for SuccessData Discovery

Under-appreciated metrics

Segmenting DataFlow VisualizationCross-Channel AnalysisAttribution ModelingCool new GA Updates

Resources & Q&A

Identify Your Needs

Getting Started with Analytics

“Everything that can be counted doesn’t necessarily count, everything that counts cannot necessarily be counted.”

- Albert Einstein

An Analytics Framework

Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets—Avinash Kaushik

• Call Tracking• Google Places – Get Directions• Mobile App interactions

Think Outside the Box

Setting Up For Success

Goal Tracking

• More than just e-commerce…• Track variables passed through a

customer’s interaction for greater business insights.

E-Commerce Tracking

http://analytics.blogspot.com/2012/05/how-nissan-uses-ecommerce-tracking.html

• Event Tracking• Download Links• Outbound Links• Customized Visitor Tracking• Internal Links (Banners, on-site

promos)

Additional Kinds of Tracking

Data Discovery

• Vanity metrics are data points that make us feel good when they go up but don’t help us make business decisions.– Pages/Visit– Visitors– Time on Site

Vanity Metrics

Rockstar Metrics – Per Visit Value

Rockstar Metrics – Organic Landing Pages & Keywords

Rockstar Metrics – Impressions by Google Property

Rockstar Metrics – Anything Conversion Related

Rockstar Metrics – More Conversions!

•Funnel-level conversion rates by individual traffic sources help identify problems with your shopping cart by visitor type.• What traffic sources are most likely to generate a final sale?

Segment by Days and Hours

Data Segmentation

Data Segmentation

Flow Visualization

Flow Visualization for Mobile

Cross Channel Analysis

The larger the overlap between circles – the more those channels influence the other’s conversions.

Cross Channel Analysis

The higher the Assisted/Last Interaction Conversions value, the more likely it is that channel is not getting the full credit it deserves towards a sale.

The Move Away from Last Click

http://services.google.com/fh/files/misc/marketing_attribution_whitepaper.pdf

• Display is almost always under-represented with last-click attribution modeling.

Attribution Modeling

How to Attribute?

http://services.google.com/fh/files/misc/marketing_attribution_whitepaper.pdf

Top Conversion Paths

Should organic search get full credit for those sales?

Tools for Attribution Modeling

Tools for Attribution Modeling

New Cool Reports!

Google Analytics Social Reporting

Time Lag for Social Visitors

* Which social sites are driving impulse purchases vs. nurturing fans through a longer buying cycle.

Google Analytics Social Reporting

* How valuable are your social efforts in relation to your total site value?

Summary

Start with identifying the goals for your site based on what really matters for your business

Determine the best ways to track all of those critical metrics

Look past vanity metrics and focus on actionable data

Segment!Give credit where credit is dueKeep trying to measure social – it continues

to evolve

ResourcesArticlesMarketing Attribution: Valuing the Customer Journey

http://services.google.com/fh/files/misc/marketing_attribution_whitepaper.pdf What you need to know about measuring social media

http://www.acquisio.com/social/what-you-need-to-know-about-measuring-social-media/ Occam’s Razor by Avinash Kaushik

http://www.kaushik.net/avinash/ Metrics, Metrics on the wall, Who’s the vainest of them all?

http://blog.kissmetrics.com/vainest-metrics/How Nissan uses Ecommerce Tracking Without Directly Selling Online

http://analytics.blogspot.com/2012/05/how-nissan-uses-ecommerce-tracking.html

White PapersThe Marketer’s Guide to Getting Started with Social Media Marketinghttp://www.anvilmediainc.com/search-engine-marketing-resources/free-white-papers/social-media-marketing-white-paperThe Marketer’s Guide to Location-Based Social Networkinghttp://www.anvilmediainc.com/search-engine-marketing-resources/free-white-papers/location-based-social-networking-whitepaperThe Marketer’s Guide to Optimizing Your Web Content for Search Engineshttp://www.anvilmediainc.com/search-engine-marketing-resources/free-white-papers/seo-white-paperThe Advanced Guide to Pay-Per-Click (PPC) Marketinghttp://www.anvilmediainc.com/search-engine-marketing-resources/free-white-papers/advanced-pay-per-click-marketing-white-paper

Read Anvil’s blog, articles & white papers – http://www.anvilmediainc.com

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Contact us with questions about today’s webinar or Anvil services

Q&A and Next Steps

Nick Footer Business Development Executive

Anvil Media, Inc.310 NE Failing StreetPortland, OR 97212

503.595.6050 x228 office503.481.6629 cellnickf@anvilmediainc.comTwitter: @nickfooterLinkedIn: nickfooter

Upcoming Anvil WebinarsJune 20th, 2012 – 10am PSTSite Search – Your Secret Weapon

Find Out More and Register http://www.anvilmediainc.com/search-engine-marketing-webinars