Download - Anvil Webinar May 2012: Advanced Analytics
Advanced Analytics
Presented by:Kim Toomey(@kimtoomey)Senior Account ExecutiveAnvil Media, Inc.503.595.6050 ext [email protected]
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 [email protected]: @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