using digital analytics to power your online campaigns
TRANSCRIPT
UsingDigitalAnaly-csToPowerYourOnlineCampaigns
JOANNECASEY|GLOWMETRICS
8thFEBRUARY2016
Agenda • Web analy-cs overview
• Collec-ng website data from Google Analy-cs
• LinkedIn Campaign Analy-cs
• Facebook Campaign Analy-cs • Twi@er Campaign Analy-cs
• Google Analy-cs Campaign Reports
WHO WE ARE
StartedinMarch2013,tofocusonprovidingaservicewhichhelpsbusinessesunderstandtheircustomersbeTerthrough
beTerdigitaldataanalysis.
Highlights Theteam
JoanneCaseyManagingDirector
MichaelWilsonDigitalDataAnalyst
CatrionaHenryDigitalMarke7ngAssistant
Clients
WEB ANALYTICS OVERVIEW
Why Web Analy-cs ? “Web Analy-cs is the measurement, collec-on, analysis and repor-ng of Internet data for the purposes of understanding and op-mising web usage” - Web Analy-cs Associa-on
The Benefits of Analy-cs: • get closer to the customer • accurately gauge user experience • increased accountability • focus and priori-za-on of resources • conversion rates and enhanced ROI
“Webanaly-csputssciencebehindyourintui-on”
DaveHarland,CEOOmnicomMediaGroupIreland
What is Web Analy-cs ?
Repor-ng on Stat: – Visits – Unique Visitors
– Pageviews – Pages-Per-Visit – Time-on-Site
– New Visitors – Returning Visitors
Reaping Ac-onable Insights: – Where does your most
valuable traffic come from? – How do visitors from mobile
engage differently from desktop visitors?
– Where and why are you loosing visitors?
– How is your offline impac-ng online sales?
COLLECTING WEBSITE DATA
WhichWebAnaly-csPackage?
GoogleAnaly-cshasthebiggest%marketshareglobally-over80%marketshare!
Request made to server to display page
Page is served & Javascript Code Executed
Cookies are dropped & webpage sends data to Google Servers
Data is captured And processed
Processed Data Is accessed via The GA interface
HowWebAnaly-csWorks
The Google Analy-cs Interface
• Whenauserisac-velyengagedwithyourwebsite
• Usersthathavehadatleastonesessionwithinthedaterange
• Totalnumberofpagesviewed
• Averagenumberofpagesviewedduringasession
• Averagelengthofasession
• %singlepagevisits
• %offirst-mevisits
4THINGSTODOBEFORELOOKINGAT
REPORTS
1.HAVEYOUAPRIVACYPOLICY?
Privacy
Slide § 17
Note!!7.PRIVACY:Youwillhaveandabidebyanappropriateprivacypolicyandwillcomplywithallapplicablelawsrela3ngtothecollec3onofinforma3onfromvisitorstoYourwebsites.Youmustpostaprivacypolicyandthatpolicymustprovideno7ceofyouruseofacookiethatcollectsanonymoustrafficdata.
2.FILTEROUTINTERNALTRAFFIC
Whatsmyip.org
3.SET-UPGOALS&FUNNELS
SetYourGoals
“Iamobnoxiouslypersistentinhelpingiden7fythedesiredoutcomesofthesite/businessbeforeIeverlogintotheirwebanaly7csdata…
…withoutgoalsandgoalvaluesyouarenotdoingwebanaly7cs,youaredoingwebiamwas7ngyourlifeandminely7cs”
Keye-commerceMetrics
Events
Ac7on
• Videoclicks• Outboundclicks• PDFclicks• Flash-drivenmenus• Clickstoview
telephonenumbers• SocialShare
• Fulfillmentofcontactusform
• FulfillmentofnewsleTerform
Whatifyouaren’ttrackingbookings/sales?
Iden-fying&MeasuringPosi-veAc-onsthatoccuronyoursitethat
contributetowardsthesuccessofyourbusiness
UsingGoalFunnelstoImproveSales
BREAKOUTSESSIONTakeafewminutestojotdownthetopGOALSyouwouldsetforyourownwebsite.
1. _____________
2. _____________
3. _____________Ac7on Sales
Event Sale
4.MAKESUREYOURCAMPAIGNSARE
TAGGED
The Analytics Dashboard provides different ‘Traffic sources’. • Primary sources of traffic:
• direct, • referring sites, • search engines.
• Secondary sources: any campaign tagged using the Google URL builder • email campaigns • banner ads • any non-Google PPC • any website link
Traffic Sources
glwmet.co/SGHCD
Metric Analysis in Marke-ng
"If you torture data long enough, it will confess to anything.” - Hal Varian
Don’t believe the hype
“Your display campaign on MSN delivered 100,000 impressions and 10,000 clicks”
- Agency
“That Display campaign that you spend €16,000 on drove €100 in revenue L ”
- Web Analy-cs
Use the URL Tool Builder to track ALL online campaign traffic:
Campaign Traffic glwmet.co/SGHCD
LINKEDIN ANALYTICS
LinkedIn Page Analy-cs
LinkedIn Campaign Analy-cs
FACEBOOK ANALYTICS
Facebook Page Analy-cs
Facebook Page Analy-cs
Facebook Page Analy-cs
Facebook Campaign Analy-cs
Facebook Campaign Analy-cs
TWITTER ANALYTICS
Twi@er Account Analy-cs
Twi@er Account Analy-cs
Twi@er Account Analy-cs
Twi@er Campaign Analy-cs
Twi@er Campaign Analy-cs
Campaign Analy-cs- Google Analy-cs
Campaign Analy-cs- Google Analy-cs
Campaign Analy-cs- Google Analy-cs
CAMPAIGN TAGGING FOR BETTER ANALYTICS
• To see how effec-ve your campaign was at genera-ng sales and leads.
• Without tagging campaigns your LinkedIn traffic will be tracked as referral traffic or direct traffic in Google Analy-cs.
• If you tag campaigns you’ll see the difference in campaign traffic and organic referrals traffic from online campaigns.
Wrap Up
• Check your analy-cs SET-UP
• Go BEYOND the top line stats- Keep asking yourself ‘So what’ un-l you arrive at an ACTIONABLE INSIGHT
• TAG online campaigns so you can be@er measure performance
Slide § 52
Ques-ons?
LinkedIn: h@p://ie.linkedin.com/in/joanneellencasey Twi@er: @joannecasey Email: [email protected]