DIGITAL MARKETING METRICS & MEASUREMENTSTom Willis

Digital Marketing Manager, LawPath

Twitter: @tommywillis91

Email: tom@lawpath.com.au

AGENDA

What is Marketing Analytics? The definitive metrics for traffic and user engagement Using data to monetise web traffic Retention and customer loyalty Leveraging data for sales Marketing channel attribution

What is Marketing Analytics?

“Marketing Analytics is the act of measuring the steps and touch points that lead to the increased value of a user or a

website.”

Digital Marketing Metrics & Measurements

Marketing History: Then and Now

Marketing History: The Funnel

White Paper: E-metrics – Business metrics new economy, 2000 Jim Novo

What is Digital Analytics useful for?

Finding problems with your website so you can fix them and increase revenue

Killing bad digital media buys or marketing strategies

Developing a digital marketing strategy that works

Understanding the pain points in your customer life cycle

How to improve your leads to customers process

Creating returning visitors + purchasers

Predict marketing outcomes

MetricsMeasuring what matters in Marketing Analytics

Get the metrics right

What is a metric?

A metric is a measure of the relationship between one or more numbers generated by

your website or customers.

You do not need hundreds of metrics, just a couple of good ones

Measure your key metrics regularly (at least weekly)

Focus your effort towards making good metrics and automating them

Build metrics for specific business goals

(customer acquisition, revenue, etc)

Metrics – Where to Start?

Metrics – Web Analytics Basics

Web analytics metrics basics

Unique Customers (Requires configuration)

Unique Visitors

Visits / Day

Bounce rate (important for SEO too!)

Entry / Exit pages for understanding website entry / exit points

New vs Returning depending on website section

Mobile / Desktop visits – Are you ready for mobile?

Metrics – Web Analytics Advanced

Web analytics metrics advanced:

Conversion rate by device / Browser – Finds problems in web application

Average order value by Operating system

Visitor flow analysis – Where customers are finding pages / dropping off

Visitor segmentation by purpose of visit – If someone visits your jobs page, are

they a potential customer? Should you include them in other measures?

Remove visits from internal staff, agencies or anyone who isn't a customer

Metrics – Where to Start?

Setting Up Metrics: Solutions Gallery

Setting Up Metrics: Google Analytics Segments

Testing: Web Analytics

Decide on an optimisation platform, review every 6-12 months

Don’t test what you can’t change!

Set goals based on metrics

Available tools:

Using data to monetise web traffic

Turning vistitors into $$$$

Before you start:

Authenticity Security Herd Mentality

Before you start: Test and iterate!

There are no bad solutions, just ones that

work and ones that can be improved

Test results can often seem counter-intuitive

Assume nothing, but learn fast!

If you cant make an improvement, go back to

the best performing

It all starts with email:

Pop Ups / Overlays Subscribe Bar

It all starts with email:

Gated Content Provide Genuine Value!

What next? Explicit vs Implicit

Explicit(Data intentionally provided)

Implicit(Behavioral data)

What next? Ways to Monetise

Key Metrics Monetisation Strategy

Large Social Following Followers, reach, engagement Giveaways, affiliate links

High TrafficUnique visitors, high-traffic pages, bounce rate Affiliate links, adsense

Engaged Users Time on site, pages / visit, logins Sponsored content, affiliate links

Large Email Database

Open rate, CTR, Churn rate, deliverability Newsletter ads, products

Customer loyalty and retention

Bringing them back…and back…and back….

Customer loyalty and retention

"The worst mistake you can make is building an audience without having

any way to reach it again."

Source: http://www.communitybuildingguide.com/chapters/04-email/

Metrics – Retention

Existing customers metrics

Reacquisition cost – Cost to get a customer to convert again (how much you’re willing

to spend to save a customer)

Email list sustainability – monthly in/out of subscribers, are you losing subscribers

faster than you are gaining them? What is the lost revenue per year for each

subscriber that you lose?

Upsell rate – Used the calculate the effectiveness of your re-marketing

RFM (Recency, Frequency, Monetary)

Segmentation

Involves dividing up customer based on provided dimensions

Allows for maximum relevancy and personalisation

Can incorporate implicit and explicit behavior

Prioritise based on business goals / metrics

Keep mutually exclusive!

Segmentation Example #1

Segment Sign Up Date Time Since Last Bet Value Tier Balance Offer

Activation 0-7 Days n/a n/a n/a Campaign1

7-14 Days n/a n/a n/a Campaign2

14+ Days n/a n/a n/a Campaign3

Active no Bet n/a n/a T1 n/a Campaign4

n/a n/a T2 n/a Campaign5

Retention n/a 0-14 Days T1 n/a Campaign6

n/a 0-14 Days T2 n/a Campaign7

n/a 14-28 Days T1 n/a Campaign6

n/a 14-28 Days T2 n/a Campaign7

Reactivation n/a 28-45 Days T1 0-10 Campaign6

n/a 28-45 Days T2 0-10 Campaign7

n/a 28-45 Days T1 10+ Campaign8

n/a 28-45 Days T2 10+ Campaign9

Win Back n/a 45+ Days T1 0-10 Campaign6

n/a 45+ Days T2 0-10 Campaign7

n/a 45+ Days T1 10+ Campaign8

n/a 45+ Days T2 10+ Campaign9

Lead & Customer nurturing

Cheap source of increased revenue

Customer is already aware of your brand

Owned media – you control content

A chance to push thought leadership

Build automated campaigns based off behavior

and test different versions

Make them responsive!

Lead Nurturing / CRM

Its cheaper to get more money out of an existing customer than it is to acquire a new

one (4 to 10 times cheaper!).

Basic Theory: You automatically send emails to existing customers who have shown

recent or renewed interest in your product. This focuses your marketing efforts on a

select few to increase your conversion rate and decrease Opt-out.

Available tools:

Lead & Customer nurturing

Marketing Automation

Lead Scoring

Determining the best customers to target for sale / upsell

Great way of prioritising leads for sales / biz dev

Usually applies both implicit / explicit data

Can get granular!

Retention Channels

Determining marketing attribution

What channel worked best for me?

Single Touch Models

Single touch models are like giving the gold medal to

only the first or last swimmer in a relay!

Attribution Modeling / Channel Attribution

Custom attribution is difficult - models require impression / conversion data

from all channels (including offline) and universal tagging.

Attribution Models – Google Analytics

ChannelLast Interaction Value

First Interaction Value Linear Value

Display 83,589

310,046

168,128

Email 5,423

11,033

38,105

Referral 1,218,679

2,177,241

1,612,129

Organic Search

523,600

716,584

570,696

Paid Search 2,827,814

4,994,396

3,641,408

Direct 7,261,397

3,677,916

5,861,708

Attribution Models – Account transition!

Attribution Considerations

Branded vs Generic Search

Direct – to include or not?

Time / engagement weighting

What’s your starting point?

Check out templates in Google Solutions gallery

TOOLS AND RESOURCES

Digital Analytics Business Checklist

Tag Management

Analytics Tool

Conversion points setup

Campaigns Tagged

Conversion funnels modelled

A/B testing

Lead Nurturing

Attribution Modeling

Logins for everyone

Automated reporting

Connect Offline & Online data

Customer lifetime value

Automated everything

Useful Analytics Tools

In-Page Analytics

Optimizely

Crazy Egg

GhostRec

Mobile

Google Analytics for Apps

Mixpanel

Web Analytics

Kissmetrics

Google Analytics

Clicky

Omniture

Other Useful Tools

Keen.io

SumoMe

Qualaroo

Other useful tools

SEO

Webmaster Tools

Moz (and Mozbar)

Site:yoururl.com in chrome

Xenu Link Sleuth

Social

Hootsuite

Mention

Facebook insights

Tweepi.com

Q&A