Instructed by Feras Alhlou.

1. Five Analytics Tips for
Top Marketers
Feras Alhlou
Principal Consultant, E-Nor
@ferasa
www.e-nor.com

2. Agenda
• More Data Than Ever
• Tips
– People, Process & Technology
– The Power of Segmentation
– It’s All About Visitors
– Optimize What Matters Most
– Deriving Insights

3. • Husband
• Father: 3 children
• Volunteering, Reading, Skiing & Martial Arts
• Co-chair of the Digital Marketing Association (DAA) – San Francisco Chapter
• Principal Consultant/Co-founder E-Nor: Santa Clara/LA/Dallas/Tampa/NYC/Brussels

4. Data is everywhere…
… and we have lots
of it!
source: decisionstats.com

5. One minute…

7. Mobile Analytics

8. http://www.thinkwithgoogle.com/insights

10. Tip 1:
Think People, Process not just Technology
People
Process
Technology

11. Digital Analytics Solution Design

12. When and How to Bring the Analytics Team
Source: Google Analytics

13. Tip 2:
Segmentation – Do or Die!
• The act of dividing or partitioning;
separation by the creation of a boundary
that divides or keeps apart

14. Channel Segmentation

15. Intuitive, innovative data visualizations
Site Data: www.googlestore.com

16. Aggregates are good but…

17. Content Consumption - What can we measure?
• Events – User
Interactions
• Videos
• Downloads
• Outbound Links
• Outcomes

18. Source: Google Analytics
Tip 3:
Gone are the Visits… It’s all about Visitors

19. Source: Google Analytics

20. Source: Google Analytics

21. Trends in Education
• Florida Lynn University
– iPads  “truly modern college experience”
• Student debt reaching 1 Trillion
– More economical solutions
• Online learning
• eTextbooks

22. “Unique Visitors”

23. Unique Visitors 5X > Actual Number of Students

24. Tip 4:
Optimize What Matters Most
Finding the needle in the needle stack!
Response Data
– Optimize on Click-thrus (ok)
– Optimize on Conversion (good)
– Optimize on Life Time Value (AWESOME)

25. One User – Multiple Browsers
One User - Mobile & Web

26. Tip 5:
Deriving Insights Can’t Be Done in a Vacuum

27. Data WarehouseWeb Analytics
Search
Social
Mobile Offline
CRM
Qualitative
Cost Data

28. Premium is built off an amazing platform…
Minimize setup time, maximize
data exploration
Enable data-driven decision
making across the company
Integrated with key Google
products

29. …but with much more of what you need
10x Custom Variables
Customize your data.
Standard Premium
100x Data Limits
Send in more data. Lots more.
600x Larger Reports
Get more of your data out.
Up to 12x Fresher Data
Access your data faster.
200x Custom Accuracy
Segment your data with confidence.
Standard Premium Standard Premium Standard Premium Standard Premium
Source: Google Analytics

30. Google BigQuery

31. Source: Tableau Software
Customer 360 View

32. The Five Tips
• People, Process & Technology
• The Power of Segmentation
• It’s All About Visitors
• Optimize What Matters Most
• Deriving Insights

33. The Analytics Muscle Unused Will Atrophy

34. Move The Needle

35. Move The Needle
• What is the first thing to do after watching
your class?
• Identify three Key Performance Indicators
• Identify Key Segments
• Geography
• Traffic Channels
• Visitor Types
Move The Needle

36. www.onlinemarketinginstitute.org
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