#psmgconf 2014 | ryan kelly | meaningful marketing measurement

Download #PSMGConf 2014 | Ryan Kelly | Meaningful Marketing Measurement

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1. MEASURE!Why What How 2. BrandCopyright 2014 WSI Smart Marketing. All rights reserved. 3. AdaptCopyright 2014 WSI Smart Marketing. All rights reserved. 4. TargetCopyright 2014 WSI Smart Marketing. All rights reserved. 5. BuildCopyright 2014 WSI Smart Marketing. All rights reserved. 6. TrackWhy Measure? Because we brand, adapt, target, build and track!Copyright 2014 WSI Smart Marketing. All rights reserved.BrandAdaptTargetBuildTrack 7. The What Happened TrackingCopyright 2014 WSI Smart Marketing. All rights reserved. 8. Anatomy of Google AnalyticsCopyright 2014 WSI Smart Marketing. All rights reserved. 9. NavigationLeft-Hand Top-Level NavigationCopyright 2014 WSI Smart Marketing. All rights reserved. 10. Google Analytics DashboardCopyright 2014 WSI Smart Marketing. All rights reserved. 11. Google Analytics Dashboard= Clicks= Unique Visitors= # of Pages Visited= Avg. # of PagesPer User= Time on Site= Users Left After 1st Page Visited= Percentage of First Time Visitors= New vs. Returning VisitorsCopyright 2014 WSI Smart Marketing. All rights reserved. 12. Audience BehaviorDATA1. New visitors have a lower bounce rate.2. Returning visitors look at twice the number of pages.3. Returning visitors stay on site 4X longer than new visitors.4. Returning visitors filled out the contact form on the contact page nearly twice as often asnew visitors.RECOMMENDATION1. Work hard on a loyalty program with off-site marketing such as press releases, articlecreation and social media management.Copyright 2014 WSI Smart Marketing. All rights reserved. 13. Browser and OSRECOMMENDATION1. Make sure that your website looks right on the top three most popular browsers.Copyright 2014 WSI Smart Marketing. All rights reserved. 14. Mobile EngagementANALYZE1. Are we getting traffic from mobile devices?2. Are visitors staying on the site on their mobile devices?3. Are we getting conversions?Copyright 2014 WSI Smart Marketing. All rights reserved. 15. User Flow AnalysisRECOMMENDATION1. Look at the flow of your users and watch for trends.Copyright 2014 WSI Smart Marketing. All rights reserved. 16. Review AcquisitionANALYZE1. Is what Im doing working?Copyright 2014 WSI Smart Marketing. All rights reserved. 17. Social NetworksREVIEW YOUR SOCIAL NETWORKS1. Any trends in traffic increase?2. Which networks are converting?3. What can I do to increase my conversions?Copyright 2014 WSI Smart Marketing. All rights reserved. 18. How to Set a Goal Step 1: Sign into your Analytics account Step 2: Click on AdminCopyright 2014 WSI Smart Marketing. All rights reserved. 19. How to Set a Goal Step 3: Click on GoalsCopyright 2014 WSI Smart Marketing. All rights reserved. 20. How to Set a Goal Step 4: Click on + New Goal Step 5:Follow theDirectionsCopyright 2014 WSI Smart Marketing. All rights reserved. 21. The How it Happened TrackingCopyright 2014 WSI Smart Marketing. All rights reserved. 22. A Brief HistoryIn 1901, Dodge together withCline developed a photographicrecording method of tracing themovements during reading; thecamera device is shown here asis the photographic tracings onthe right. 23. A Brief HistoryEye TrackingCopyright 2014 WSI Smart Marketing. All rights reserved. 24. A Brief HistoryTracking CodeCopyright 2014 WSI Smart Marketing. All rights reserved. 25. Heat MappingWhat are people clicking on in yourwebsite?Copyright 2014 WSI Smart Marketing. All rights reserved.What buttons are working and what buttonsare not?How are people navigating your site?What calls to action are driving clicks insidethe site? 26. Confetti TrackingCan you find a trend for how a specificgroup of users are engaging in your site?Copyright 2014 WSI Smart Marketing. All rights reserved. 27. Scroll TrackingHow long is too long?Is your content getting read?Are your calls to action in the right place?Copyright 2014 WSI Smart Marketing. All rights reserved. 28. In SummaryIn Summary:Whats the most important thing?- Choose whats important to you- Create a strategyWhat should I pay attention to?- Online goals- Track your traffic- Measure your conversions- Stay on top of it!The enemy of today.Copyright 2014 WSI Smart Marketing. All rights reserved. 29. ?