making sense of marketing data

Making Sense of Marketing Data and the Marketers Who Love It

Presented by:Kent LewisPresident & FounderFormic Media, Inc.@kentlewis

John McPheeVice PresidentFormic Media, Inc.@jwmcphee

Formic Background

Launched in 2008 to service small business & partnersSpecializes in search, social and website development100% of Account Team Google AdWords Certified100% of Account Team Google Analytics Certified7 employees & 45+ clientsStrategic partnerships (SEMA, AlphaGraphics, etc.)Focus on education via monthly Seminar Series

Agenda

The Why & How of Analytics Which reports provide the best data? SEO PPC Social Media

Resources Q&A

The Why & How of Analytics

The Business of Analytics

Data Sources

Analytics Report Types

Analytics Processes

Analytics Plan

Analytics Planning Tips & Tricks

Search Engine Optimization (SEO)

Google Analytics

Google Analytics Standard ReportsTraffic Sources

Google Analytics Standard ReportsSearch Engines

Google Analytics Standard ReportsReferring Sites

Google Analytics Standard ReportsTop Content

Google Analytics Standard ReportsMap Overlay

Google Analytics Segments

New Visitors Returning Visitors Paid Search Traffic Non-Paid Search Traffic Search Traffic

Direct Traffic Referral Traffic Traffic with Conversions Mobile Traffic Non-Bounce Visits

Default Segments

Google Analytics Custom Reports

Identify your metrics & dimension

THEN…

Google Analytics Custom Reports

Google Webmaster Tools

Google Webmaster Tools

Google Webmaster Tools

Key SEO Metrics

Key SEO Metrics

Traffic Sources Keywords Top Content Conversions Engagement

SEO Testing

SEO Testing

Title Tags Meta Tags Headers (<h1> tags) Body copy Page structure Multiple images vs. single Paragraph vs. bullet copy

Calls to action

Pay-Per-Click (PPC) Advertising

Google AdWords

Google AdWords Reporting

Google AdWords Reporting – Search Query Report

Google AdWords Reporting - Networks

Key PPC Metrics

Key PPC Metrics

Landing Pages Ad Positions Conversions Engagement

PPC Testing

PPC Testing

Keywords (adding new) Ad text (A/B) Ad positions Landing pages (A/B or multivariate) Headlines Images body copy (paragraph vs. bullets) Calls to action (button shape, message, color, etc)

Social Media Marketing (SMM)

HootSuite

Facebook

YouTube

LinkedIn

Key Social Media Metrics

Key Social Media Metrics

Fans & Followers Referral traffic from social media sites Conversions/ROI Engagement metrics # of RTs or @ replies # of “likes” on a Facebook post # of comments on Facebook post # of fan photo uploads

Think ratios! (followers/RTs, likes/comments, etc.)

Social Media Testing

Social Media Testing

Content & Messaging Custom Landing Pages On Facebook or your website

Contests Polls/Questions Imagery (profile pic or Twitter background)

Analytics Resources

webanalyticsdemystified.com webanalyticsassociation.org kaushik.net/avinash/ analytics.blogspot.com yanalyticsblog.com anvilmediainc.com/search-engine-marketing-

resources/free-white-papers/

Contact:Kent Lewiskent@formicmedia.com503-595-6050 x223@kentlewis

John McPheejohnm@formicmedia.com503-517-9059 x122@jwmcphee

Summary/Q&ABusiness drives analytics, not the other way aroundWhat gets measured gets managedMeasurement tools are only the means to an end

Follow @FormicMedia & sign up for our newsletterRead our blog & check out our SlideShare accountAttend our free monthly educational Seminar Series

Appendix

Google Analytics

Google Analytics Segments

Google Analytics Segments

Google Analytics Custom Reports

Drag and drop a combination of metrics and dimensions into the report template.

Google Webmaster Tools

Google Webmaster Tools

Google Webmaster Tools

Key SEO Metrics

Key SEO Metrics – Traffic Sources

Key SEO Metrics – Keywords

Key SEO Metrics – Keywords

Key SEO Metrics – Top Content

Key SEO Metrics – Conversions

Key SEO Metrics – Conversions

Key SEO Metrics – Engagement

Key SEO Metrics – Engagement

Google AdWords

Google AdWords Reporting – Ad Group

Google AdWords Reporting – Keyword & Ads

Google AdWords Reporting – Dimension (Day of Week

Key PPC Metrics

Key PPC Metrics – Landing Pages

Key PPC Metrics – Ad Positions

Key PPC Metrics – Ad Positions

Key PPC Metrics – Conversions

Key PPC Metrics – Engagement

Key PPC Metrics – Engagement