4Ps MarketingDo you know the real story your data is telling you?

@4PsMarketing@ehaslam

#4PsInsights

12th Sept 2014

Agenda

Introduction – setting the scene

Planning

What tools in Universal Analytics you can use?

Summary

My Tips

Questions

Introduction

Who here has ever been presented with a massive Excel document and had to sift through sheets of data to find your nugget of information?

Are you ever asked to find out a crucial piece of information for a meeting that’s in 30 minutes?

Would your Content Team know how much they contribute to your revenue?

Identifying your buckets of data

Planning

1

2

3

4

5

What is a Measurement Plan?

The 5 Steps of your Measurement Plan:

1. Set your business objectives

2. Strategies and tactics

3. Choose KPIs

4. Segments

5. Targets

Measurement Plan + Em’s Step

1. Define who all your stakeholders are

2. Set your business objectives

3. Identify strategies and tactics

4. Choose KPIs

5. Segments

6. Targets

Who Are Your Stakeholders?

Possible StakeholdersInvestors

CEO

Marketing Directors

Content Team

Merchandising

IT

Account Managers

Financial Director

Defining Who Needs What – B2C

B2C KPIs & Insights

KPI Sales

CEO InsightInsight: Sales were up month on month by 3% from our summer sale. Action: Create a segment of new customers to use in a remarketing campaignImpact: Increase repeat business activity

Account Manager InsightInsight: Sales were down in the jackets product category due to seasonality as we move into summer. Action: Run an end of season clearance saleImpact: Clear remaining stock and make additional revenue

B2C KPIs & Insights

KPIs Revenue

CEOInsight: Revenue is in-line with our Year on Year seasonalityAction: Look for any seasonal dips coming up and plan marketing accordinglyImpact: Pre-empt seasonal decline in revenue

Account ManagerInsight: PPC campaigns with deep linked landing pages increased paid search revenue by 5% on last month.Action: Review the landing pages of up and coming campaigns. Impact: Better user experience and increased conversions

Defining Who Needs What – B2B

B2B KPIs & Insights

KPI Lead generations

CEO InsightInsight: Leads are up 2.1% this quarter after streamlining the main enquiry form. Action: Repeat this with our remaining forms.Impact: Increased form submissions and decreased abandonments

Account Manager InsightInsight: Brochure downloads from mobile Organic search are up on last quarter.Action: Ensure all our brochures on the site are mobile and tablet friendly and run PR campaign on itImpact: Increased leads from mobile and tablet users

B2B KPIs & Insights

KPIs Revenue

CEO InsightInsight: Revenue is down month on month after changing our phone call tracking systemAction: Run in-house training on the new system.Impact: More calls answered and completed successfully

Account Manager InsightsInsight: More customers upgrading from the demo to full products online from email marketingAction: Do further analysis on demographics of customers upgrading and tie back into PPC CampaignsImpact: Larger volumes of upgrades

Defining Who Needs What – B2C & B2B

Tools You Can Use to Create Your Buckets

What Tools Are Available?

Now you’ve defined who in your business needs what data how do you create all of these different buckets?

Segments Custom Reports Dashboards Shortcuts Enhanced Ecommerce

Query Explorer API

Segments

Segments are customised filters that let you create subsets of data.

Create segments on a session or user basis

Create up to 1000 segments per account and 100 per user, per view.

They can be used in remarketing lists

Based on demographics, technology, behaviour, traffic sources to name a few.

Custom Reports

A custom report is a report that you create outside of what Google Analytics provides as standard.

You pick the dimensions and metrics

Decide on the display.

Also add filters.

Dashboards & Shortcuts

Dashboards display summaries of different reports

Monitor many metrics at once

Perfect for top level reporting

Create up to 20 dashboards

Create a shortcut for any standard report you then tailor

Enhanced Ecommerce

A brilliant new addition to Universal Analytics.

Impressions, views and clicks on products

Performance of promotions

Refunds

Flow through the checkout funnel

Flow through the whole shopping journey

Adds to cart and removals

Coupons and vouchers redeemed

In Summary - Our 3 Questions

1. Who here has ever been presented with a massive Excel

document and had to sift through sheets of data to find your

nugget of information?

Planning Stakeholder

s

In Summary – Question 2

2. Are you ever asked to find out a crucial piece of information

for a meeting that’s in 30 minutes?

In Summary – Question 3

3. Would your Content Team know how much they contribute to

your revenue?

SEGMENTS

My Tips

Planning is crucial

Think of your business as a whole

This process is never finished – use the insights

Make time to play with your analytics tool

Talk to each other

Any Questions?

Get In Touch:

Web: http://www.4PsMarketing.com

Tel: 0207 607 5650

Twitter: @4PsMarketing@ehaslam