digital analytics
DESCRIPTION
Presentation made during the University of Akron Marketing Retreat on May 7, 2013TRANSCRIPT
Presented by SCOTT CHAPIN | SVP Analytics| Marcus Thomas LLC
DIGITAL ANALYTICS
Presented by SCOTT CHAPIN | SVP Analytics| Marcus Thomas LLC
SCOTT CHAPIN
Senior Vice PresidentAnalytics & Digital Strategy
• 15 years in digital marketing• Google Analytics Individually
Qualified since 2009• With Marcus Thomas since 2011
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WHY DO ANALYTICS MATTER?
WHY ANALYTICS?
• Provide insights on the current situation
• Deliver data points for continuous improvement
• Demonstrate the value of marketing efforts
• Help predict the outcome of future activity
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WHEN SHOULD ANALYTICS BE
USED?
WHEN TO USE DIGITAL ANALYTICS
• Strategy Development• Content Planning• User Experience Definition• Campaign Evaluation• Customer Service/Ongoing
Listening
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WHERE TO START?
8
DIGITAL ANALYTICS ARE MORE THAN WEB
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WEBSITE/SOCIAL APP MEASUREMENT TOOLS
Digital Marketing Retreat – Analytics
SEGMENTATION
The four major Web analytics
platforms allow for segmentation of
visitors by a
wide variety of attributes, including
time, geography, device and activity.
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PATH ANALYSIS
Knowledge of how a visitor interacts
with
a website can provide insight into
how to increase desired behaviors
and what to change if objectives are
not being met.
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SOCIAL MEASUREMENT TOOLS
Digital Marketing Retreat – Analytics
CONSUMER ATTITUDES
Social media analysis tools can
provide guidance on sentiment,
purchase intent or word associations,
helping marketers understand the
current conversation and audience
desires.
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SEARCH MEASUREMENT TOOLS
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TREND ANALYSIS
Using tools like Google Trends and
social media listening, conversation
trends can be analyzed to determine
what types of content consumers may
desire and help companies be ahead
of the next big thing.
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DIGITAL MEDIA MEASUREMENT TOOLS
Digital Marketing Retreat – Analytics
ATTRIBUTION
Today’s media analysis tools have
advanced beyond simple last-click
attribution. We are now able to
identify many digital touchpoints
along the path to purchase and
determine what mix provides the
optimal outcomes.
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Last Interaction First Interaction
Linear
Time Decay Position Based
Digital Marketing Retreat – Analytics
Digital Marketing Retreat – Analytics
MARKETING AUTOMATION AND CRM
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FOUR LEVELS OF MEASUREMENT
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Business Objectives
Marketing Objectives
Campaign Metrics
Dig
ital
Soci
al
Adv
erti
sing
Publ
ic R
elat
ions
Platform Metrics
Digital Marketing Retreat – Analytics
MODELING
With better analytics comes an
improved ability to predict the
future. Looking at past performance,
combined with assumed activity can
provide a model to anticipate the
likely outcomes from prospective
activity.
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Sources
Gates
Activity
Outcomes
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ADDITIONAL RESOURCES
Books• Web Analytics: An Hour a Day (Kaushik)• Web Analytics 2.0: The Art of Online
Accountability and Science of Customer Centricity (Kaushik)
• Advanced Web Metrics with Google Analytics (Clifton)
5/7/2013Digital Marketing Retreat – Analytics
ADDITIONAL RESOURCES
Online• http://econsultancy.com/us/topics/web-analytics.atom• http://www.advanced-web-metrics.com/blog/• http://www.kaushik.net/avinash/• http://cutroni.com/blog/• https://twitter.com/TheGrok • http://analytics.blogspot.com/• http://blogs.adobe.com/digitalmarketing/tag/sitecatalyst/
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SCOTT CHAPIN
Senior Vice PresidentAnalytics & Digital Strategy
• [email protected]• @scottchapin
http://www.linkedin.com/in/scottchapin
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QUESTIONS