measure digital to ignite results, not reports (aaf)
DESCRIPTION
Peter Howley from Empirical Path presented at the American Advertising Federation in New Mexico 11/15.TRANSCRIPT
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Peter Howley, Principal Consultant
Empirical Path
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‣ Introduction
‣ Status Quo
‣Count Conversions
‣ Segment Audience
‣Test Ideas
‣ Share Insights
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‣ Led web analytics at washingtonpost.com
‣ Led branding business at #1 online ad network
‣ Founded Empirical Path in 2002
‣ Earned Google Analytics and Omniture certifications
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‣ 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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Reports that measure only how many people entered the funnel:
‣ Impressions
‣ Visits
‣ Unique visitors
‣ Friends
‣ Followers
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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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Main Domain
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Vendor Domain
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NOTE: All data disguised
Show all, new, returning, or
campaign, etc. visits
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NOTE: All data disguised
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Only cumulative share data
No share data
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NOTE: All data disguised
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Measure conversion rate for each key segment of visitors.
‣ Traffic source (PPC, email, SEO)
‣ Geography
‣ Loyalty (new, returning)
‣ Content interest
‣ Prior purchase
‣ Answers to survey questions
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Unique content for
each audience
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NOTE: All data disguised
Row for each segment…in any report
Conversion rates for
multiple goals
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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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Revenue Other
Conversions
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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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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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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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Revenue per Pageview shot up
Bounce rate improved
Pageviews dropped as client cut
PPC
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Visits viewing page spent 32%
more despite falling 73%
Oh yeah!
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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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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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‣ Go beyond default reports
‣ Measure conversions and segments
‣ Put data into action by testing ideas and sharing insights
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Questions now?
Questions later:
‣ 505-856-6131
‣ @phowley99 | @EmpiricalPath
‣ Facebook.com/EmpiricalPath