Я|ADWeekMake Marketing Analytics Work For You | NOVEMBER 2017

Rochester Advertising Federation

POSSIBILITIES

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ANALYTICS COMPETENCIES – WHERE DO WE START?

Online Analytics• Web Analytics• Behavioral Targeting• Revenue Attribution

Marketing Analytics• Optimization• Forecasting• Simulations• Testing

Business Intelligence• Reporting• Dashboards• Visualization• Alerts

Predictive Analytics• Data Mining• Statistical Analysis• Modeling• Segmentation

ASKING THE RIGHT QUESTIONS

• WHY do marketing analytics matter?

• HOW do we use analytics to show marketing value and uncover opportunities?

• WHAT tasks are necessary to accurately measure KPIs, goals & attribution?

https://www.ted.com/watch/ads-worth-spreading/click-baby

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STEPS TO MANAGING THE CUSTOMER JOURNEY

1. Step back and identify the journeys customers take – from the customer’s point of view

2. Understand how customers navigate across the touch points as they move through the journey

3. Anticipate the customer’s needs, expectations, and desires during each part of the journey

4. Build an understanding of what is working and what is not

5. Set priorities for the most important gaps and opportunities to improve the journey

6. Identify root-cause issues and redesign the journey for a better end-to-end experience

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CUSTOMER JOURNEY

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MAPPING THE CUSTOMER EXPERIENCE

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RIGHT PERSON

Identify your target audience

A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better.

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BUYER PERSONA

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RIGHT PLACE

PUBLIC RELATIONSmedia relations

community relationsblogs + blogger relations

white paperswebinars

ebookscase studies

PAID MEDIAonline displayradioprintTVSEMlead generationout-of-homesocial mediapaid socialcontent discovery

SOCIAL MEDIAFacebookTwitterLinkedInYouTubePinterestGoogle+InstagramSnapchat

INTRANET

DIRECT MARKETINGdirect mailemailin-person/salestext messagespoint of sale

EVENTSexternal eventsinternal events

CUSTOMER EXPERIENCEmobile apps

THEWEBSITEwhere content lives

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RIGHT TIME

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MAPPING SUCCESS

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CUSTOMER JOURNEY

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TAG YOUR PAGES

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EXAMPLE OF INCOMPLETE TAGGING

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CROSS DOMAIN TRACKING

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CROSS DOMAIN TRACKING

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GA COOKIES

A text file which is used to:

• Identify unique users• Identify unique sessions• Store information (like traffic source) about users’ GA sessions

and campaigns.

First Party GA Cookies: A GA cookie issued by the website being visited and only the website which issued the cookie can read it.

Third Party GA Cookies: A GA cookie issued by the website other than the website being visited.

− Example of third party GA cookies: DoubleClick cookies.

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CLIENT ID

• A ‘client ID’ is assigned when a user visit a website for the first time

• Used to identify the user as new and unique, and to combine all of web hits (page views, events, transactions etc.) to form a GA session

• Used to identify when a user returns to a website

• When the same user visit another website say website ‘B’, the GA tag of the website ‘B’ sets a completely different ‘Client ID’ for the user and thus the same user is treated as a different user by website B

By default, cross domain tracking between two or more primary domains is not possible

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DOMAINS AND SUBDOMAINS

• http://website.com

• http://subdomain.website.com

Cookie domain is the domain at which a Google Analytics cookie is set up

Destination domain is the domain to which you want to pass the client ID

For cross domain tracking in GA, always make sure that the cookie domain is the ancestor of the destination domain.

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ROLLUP REPORTING

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SET UP FOR SUCCESS

• UTM = Urchin Tracking Module

− Urchin was a web statistics analysis program acquired by Google in 2005

• http://go.dixonschwabl.com/sm-2017-02-drone-social-media-promote-lp-drone-landing-page.html?utm_campaign=drone_services&utm_source=facebook&utm_medium=ds_social&utm_content=video

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UTM PARAMETERS

• Campaign Name− Used for keyword analysis. Use utm_campaign to identify a specific product

promotion or strategic campaign.− Example: utm_campaign=spring_sale

• Source− Use utm_source to identify a search engine, newsletter name, or other source.− Example: google

• Medium− Use utm_medium to identify a medium such as email or cost-per- click.− Example: cpc

• Content− Used for A/B testing and content-targeted ads. Use utm_content to differentiate

ads or links that point to the same URL.− Examples: logolink or textlink

• Term− Used for paid search. Use utm_term to note the keywords for this ad.− Example: running+shoes

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GOOGLE ANALYTICS GOALS

• A set of rules that allows GA to record every time an action is taken that meets those rules

• Goals can track absolute numbers and dollar values

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GOOGLE ANALYTICS GOALS

• Shopping Cart Completions: Every time a visitor reaches a page that follows a cart checkout, GA captures that information and assigns a value to it

• New User Registration: Record when a new users fills out a form (e.g. signs up for a newsletter)

• Intent to Buy: Track when a user visits key pages such as a pricing page

• Cross Domain: Capture visits that move from one domain to another

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SETTING UP GOALS – SINGLE PAGES

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SETTING UP GOALS – FUNNEL

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VIEWING GOALS DATA

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KEY PERFORMANCE INDICATORS

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PICK THE RIGHT KPI’S

BRAND AWARENESS + BRAND HEALTH CONVERSIONS LOYALTY

Is your content driving early-stage prospects to you? How do they feel about you?

Is your content turning prospects into customers?

Is your content driving retention and upsells?

Paid vs. Organic Search Traffic Repeat Visitors Subscriptions Lifetime Value of Customer

Paid vs. Unbranded Organic Search Traffic

Social Shares + Likes Leads by Channel Customer Growth

Social Followers Offsite SEO/PR Mentions Cost per Lead by Channel Customer Retention

Organic Search Share of Voice Engaged Time on Site Cost per Opportunity

Page Views Engagement Rate Cost per Deal

Articles Viewed Important People% of Leads Sourced

by Content Marketing

Competitors’ Share of Voice Content Journeys

Website Traffic

= ROI Metric

= Soft Metric

Source: NewsCred

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ATTRIBUTION MODELS

• Explaining why a certain event has occurred

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ATTRIBUTION MODELS

Last Click Model = 100% of credit goes to the last touch point

First Click Model = 100% of credit goes to the first touch point

Linear Model = Each touch point is weighted with a percentage of attribution

Position-Based Model = 40% credit is assigned to each the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions

Time Decay Model = The last touch point receives the most weight, and each touch point receives less weight as time passes.

GOOGLE TRENDS

GOOGLE TRENDS

GOOGLE TRENDS

QUESTIONS?