Why Web Analytics Fail Marketers (And How to Stop Failing!)
Do you ever struggle to measure the effect of your online marketing investment? Do others in the organization find value in what you're reporting or is it just another report that gets ignored? This session will examine where you can go wrong in measuring your online campaigns and what to do to it. You will learn the must have basics as well as gain some practical advice on how to make your web measurements matter to the audience that needs to take action.
* Adam Proehl, Managing Partner, NordicClick Interactive
14. “ Oh, that internet piece” OR Priority & Alignment
15. Facts & truths aren’t always right & Combined: 6 NBA Championships 5 League MVP Awards 14 All Star appearances 10 Scoring titles 9 All Defensive First Team honors More than $1 billion in endorsement deals The Fuzz Factor =
26. Then set business objectives The Rules: Strategic Corporate Goals Business objectives drive the KPI’s, conversion metrics, and are needed to make the data actionable. Be Specific Be Measurable Be Realistic Be Relevant Set Timeframe Must roll up into the overall company strategy Fundamentals
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29. Basic Principle: Don’t forget the customer Without your customers……….. Or all you’ll have is an empty storefront Fundamentals
36. So how do guys like me make this stuff useful? There’s usually plenty of data: The question is how to make it actionable? OK……So? You had 10k visitors last month……….. …… ..that’s up from 8k the month before …… .and 6k from the same month a year ago It looks like 60% of that increase is coming from better performance in natural search. …… and 80% of that (60%) is coming from two keyword terms that we targeted a few months ago. But….. there’s a 60% bounce rate for visits coming from those keywords………. I see….. Oh, nevermind … Now we’re talking! Oh! Good, right ? Yeah! Awesome Wait a minute, though…..12% of all visitors coming in from those two keywords fill out the “have a rep contact me” form while the site average is 8% So we are doing good then? OK….now what?
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38. The Rules: Strategic Corporate Goals Business objectives drive the KPI’s, conversion metrics, and are needed to make the data actionable. Be Specific Be Measurable Be Realistic Be Relevant Set Timeframe Must roll up into the overall company strategy Good Fundamentals Gets Prioritization Priority
44. 2. 3. 4. Methodology Matters Just remember to tie into the business and customer objectives as well as get buy in from the stakeholders. Source: www.bruceclay.com Alignment
45. What tools to use and what to report? Depends on what you want to measure and who you’re reporting to….. Alignment
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47. Sample Dashboards Ranked in order of importance to the business (success defined) Just tell your audience what you want them to know Use visuals to call out problems or highlight success Note actionable items on your reporting Appointment Booking Site: Ecommerce Site: Always be specific about conversions and close rates. Alignment
48. Some useful (and free or very low cost) tools for you:
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51. GA? (Firefox Add on) Make sure pages you’re on are properly tagged with Google Analytics. http://bit.ly/2iprTo
52. Better Google Anaytics (Firefox Add on) Normal View (no add on) With add on http://bit.ly/3O0Kd5
53. Enhanced Google Analytics (Firefox Add on) Detects unusual spikes in referring and keyword traffic http://bit.ly/23COUd
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55. Bit.ly Site Tweet from multiple accounts, shorten URL’s ,and get basic clickstats from a browser based interface. *benchmarks only against other bit.ly URL’s. http://bit.ly
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57. Excellent Analytics (Excel Plug-in) Login, write new queries, and pull saved ones directly from Excel http://excellentanalytics.com/
58. Site Scan GA from Epik One http://sitescanga.com/ Run a complete scan of all your website pages to check for GA code issues.