webinar: proving audience engagement with kurls analytics

Web Presence Analytics Data-Driven Insights | Monitoring and Reporting for SEO + Social + ContentWeb Presence Analytics Data-Driven Insights | Monitoring and Reporting for SEO + Social + Content

Webinar: Proving Audience Engagement with kurls Analytics

Web Presence Analytics Data-Driven Insights | Monitoring and Reporting for SEO + Social + Content

Welcome & Hosts & Housekeeping

KristaLaRiviere,Founder&CEOofgShift

MarcHill,Founder&CEOofDigitalGiants

LoganMiller,DigitalMarketingStrategist,gShift


Agenda

Using gShift kurls analytics to track and measure success and ROI:

Case Study:

➤ Influencer Marketing (Maybelline)

➤ Multi-channel (YMCA Calgary)

➤ Social/Influencer (North Paw)


About gShift

➤ Founded 2009.

➤ Web Presence Analytics for Digital Agencies & Teams.

➤ SEO, Content Marketing, Influencer Marketing, Off-Site Analytics.

➤ Big Data, Innovative Dashboarding, Strong Reporting.

➤ Venture Funded.

➤ Thousands of users worldwide.

➤ Recently named 82nd fastest growing company on the Profit500 in 2016; 142nd in 2017.

➤ Incredible Customer Success Program.


About Digital Giants

• Founded 2002.

• Full-service digital marketing agency in Barrie, Ontario.

• Serving clients in B2B industry worldwide.

• Accessing multi-channel digital marketing solutions for lead generation and sales opportunities.


kontextURLs

What are they?

• Enterprise Smart URL System.• Combination of tiny URLing and cookies.• Bringing context to your content in all channels (programmatic, paid targeting,

organic).• Measure the performance of the Content Marketing Investment through to ROI.• Think of kURLs as Google Analytics or Adobe Analytics for Off-Site Content.• Real-time data insights into whether or not a campaign or element of a campaign is

working.• Optimize content and campaigns on-the-fly.


Why kurls

Why are they important?

• What is working? What is not working? Right now!

• Up to 90% of a prospect’s journey is everywhere but on the brand’s website - we call this Dark Funnel.

• Dark Funnel engagement metrics to date have been limited to Likes, Shares and referral traffic.

• An alternative to using multiple UTMs & landing pages.

• Influencer Marketing Analytics.

BuyersOn-Site

Off-Site is the Dark Funnel.

Off-Site Tracking

withkurls


Influencer Marketing


Case Study: Influencer MarketingMaybellinePresented by: Krista LaRiviere, Co-founder and CEO of gShift


MaybellineChallenge:

Promote Color Sensational to Canadian target market and measure performance.

Objectives:

➤ Increase brand awareness

➤ Drive conversions

➤ Reach target audience in a specific geography


Solution:Measure components with kontextURLs.

Process:➤ Find influencers

➤ Create contract with influencers incorporating kurls.

➤ Map out campaign and distribution points.

➤ Create tags in gShift.

➤ Create dashboards.

➤ Watch the data!


Results


Reach versus Engagement

➤ Results from Influencer #1: Mary on YouTube with 119,764 subscribers produced 114 clicks or 0.10% audience engagement.

➤ Results from Influencer #2: Winifred on YouTube with 1,435,725 subscribers produced 163 clicks or 0.01% audience engagement.

➤ Results from Influencer #3: Sarah on Instagram with 40,400 followers produced 112 clicks or 0.28% audience engagement.


Case Study: Multi-channelYMCA CalgaryPresented by: Marc Hill, Founder and CEO of Digital Giants


YMCA CalgaryChallenge:

Promote the opening of 2 new YMCA childcare centres in Calgary

Objectives:➤ Raise awareness of the new centres

➤ Drive more traffic to the website and encourage visitors to sign up for a tour

➤ Increase enrolment

➤ Educate about the "Play to Learn" Curriculum


Solution:A multi-channel online marketing campaign with social media, influencer marketing and informative content to drive website leads. Measure components with kontextURLs.

Process:

➤ Content

➤ Website and Landing Pages

➤ SEO and Keywords

➤ Influencer Campaign


Process:➤ Paid Social: Facebook, Google

Grants, Google Adwords

➤ Campaign Measurement and Data Tracking


ResultsWebsite traffic increase – 10%

Pageview increase - 31%

Potential ROI of 26% based on completed registrations


Case Study: Social/InfluencerNorth PawPresented by: Logan Miller, Digital Marketing Strategist and Influencer Lead at gShift


North PawChallenge:

Promote new Canadian grain-free dog food through influencers on Instagram and Facebook.

Objectives:

➤ Raise brand awareness

➤ Drive traffic to download a coupon

➤ Focus on Atlantic and Toronto markets


Solution:An influencer campaign on Facebook and Instagram. Measure components with kontextURLs.

Process:

➤ Recruit influencer roster

➤ Set contractual obligations

➤ Provide unique kontextURLsto track influencer posts


Results

TotalLikes TotalComments VideoViewsAvg.EngagementRate

CouponClicks Total#NorthPawPetPosts


QuestionsDownload more information and guides about kontextURLs:

1. Mastering SmartURLs – gshift.it/smartURLguide

2. gShift’s kontextURLs: Multi-channel Campaign Analytics In One Place – gshift.it/kurls_Multi-channel


Thank youGet a one-on-one demo on any of our products including kontextURLs:

gshift.it/bookdemo