![Page 1: Measure Digital to Ignite Results, not Reports (BI)](https://reader033.vdocuments.net/reader033/viewer/2022052823/55559b75b4c905a5178b50d1/html5/thumbnails/1.jpg)
#Ignition2011
Peter Howley & Jim Snyder
Empirical Path @EmpiricalPath
@phowley99 @jimdsnyder
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#Ignition2011
‣ Introduction
‣ Status Quo
‣Count Conversions
‣ Segment Audiences
‣Test Ideas
‣ Share Insights
‣Try it Out – & Win a Galaxy Tab (see #Ignition2011 for head start)
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#Ignition2011
‣ Founded in Washington DC in 2002
‣ Atlanta and NM offices
‣ Founder led web analytics at washingtonpost.com
‣ Google Analytics Certified Partner
‣ Yahoo! Web Analytics Consultant Network
‣ Webtrends Agency
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#Ignition2011
‣ Defend digital investment
‣ Compare online to offline
‣ Right-size digital investment
‣ Re-allocate to most valuable activities
‣ Celebrate and reward successes
‣ Learn from mistakes
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#Ignition2011
Reports that measure only how many people entered the funnel:
‣ Impressions
‣ Visits
‣ Unique visitors
‣ Friends
‣ Followers
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#Ignition2011
Measure how many times they complete the funnel (& achieve campaign goal):
‣ Purchases
‣ Social shares
‣ Email signups
‣ Contacts via form & phone
‣ File downloads
‣ Video views
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#Ignition2011
Main Domain
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#Ignition2011
Vendor Domain
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#Ignition2011
NOTE: All data disguised
Show all, new, returning, or
campaign, etc. visits
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#Ignition2011
NOTE: All data disguised
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#Ignition2011
Only cumulative share data
No share data
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#Ignition2011
NOTE: All data disguised
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#Ignition2011
Measure conversion rate for each key segment of visitors.
‣ Traffic source (PPC, email, SEO)
‣ Geography
‣ Loyalty (new, returning)
‣ Answers to survey questions
‣ Content interest
‣ Prior purchase
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#Ignition2011
Unique content for
each audience
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#Ignition2011
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#Ignition2011
NOTE: All data disguised
Row for each segment…in any report
Conversion rates for
multiple goals
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#Ignition2011
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#Ignition2011
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#Ignition2011
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#Ignition2011
1 row for each link or set of links worth
tracking
Ties in other analytics
tools
Tells analytics which
channel worked
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#Ignition2011
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#Ignition2011
Revenue Other
Conversions
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#Ignition2011
Experiment with ideas and use conversion rate in key segments to pick a winner:
‣ Landing Page
‣ Ad Copy
‣ Home Page
‣ Offer
‣ Discount
‣ Button color
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#Ignition2011
Above-the-fold call-to-action
23% of next clicks from the
homepage are to promotions
23% of next clicks from the
homepage are to promotions
23% of next clicks from the
homepage are to promotions
23% of next clicks from the homepage are to promotions
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#Ignition2011
Carousel dominates above-the-
fold
Copy pushes everything
but Carousel below fold
79% of page views are
entries to the site
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#Ignition2011
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#Ignition2011
Revenue per Pageview shot up
Bounce rate improved
Pageviews dropped as client cut
PPC NOTE: Period data disguised
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#Ignition2011
Visits viewing page spent 32%
more despite falling 73%
Oh yeah!
NOTE: Period data disguised
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#Ignition2011
Downplay; 9% click but 27% of those come back
Shrink; pushes
products & prices down
Shrink; pushes
products & prices down
Keep; 18% of entrances
click
Lose; draws eye from
product art & headline
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#Ignition2011
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#Ignition2011
Get analytics reports, findings & recommendations to decision-makers
‣ Build useful dashboards
‣ Email reports automatically
‣ Try out mobile apps
‣ Display real-time metrics
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#Ignition2011
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#Ignition2011
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#Ignition2011
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#Ignition2011
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#Ignition2011
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#Ignition2011
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#Ignition2011
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#Ignition2011
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#Ignition2011
Real-time exercise and contest
‣ Twitter RTs
‣ Facebook Likes
‣ Landing page
‣ Goal completion
‣ Real-time stats
‣ Samsung Galaxy Tab prize from
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#Ignition2011
1. Search for the hash tag #Igntion2011 or @EmpiricalPath
2. Find @EmpiricalPath’s recent Tweet -- with ow.ly link -- about today’s presentation
3. Retweet that Tweet & link
4. Click on the ow.ly link
1. Visit the Empirical Path Facebook page www.facebook.com/EmpiricalPath
2. Find our recent post -- with link -- about today’s presentation
3. Like, Comment on, or Share this post
4. Click on link in post
5. View our landing page, empiricalpath.com/ignition
6. Complete the form to:
a. Enter a drawing to win a 10.1” Samsung Galaxy Tab 16GB generously provided by
b. Receive a copy of this presentation via email
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#Ignition2011
Questions now?
Questions later:
‣ @EmpiricalPath
‣ Facebook.com/EmpiricalPath
‣ Web Analytics happy hour Thursday 12/1 6-9 pm at Bamboo 52