Peter Howley from Empirical Path presented at the American Advertising Federation in New Mexico 11/15.

1. Peter Howley, Principal Consultant
Empirical Path

2. ‣ Introduction
‣ Status Quo
‣ Count Conversions
‣ Segment Audience
‣ Test Ideas
‣ Share Insights

3. ‣ Led web analytics at
washingtonpost.com
‣ Led branding business at #1 online ad
network
‣ Founded Empirical Path in 2002
‣ Earned Google Analytics and
Omniture certifications

4. ‣ Defend digital investment
‣ Compare online to offline
‣ Right-size digital investment
‣ Re-allocate to most valuable activities
‣ Celebrate and reward successes
‣ Learn from mistakes

5. Reports that measure only how many
people entered the funnel:
‣ Impressions
‣ Visits
‣ Unique visitors
‣ Friends
‣ Followers

6. Measure how many times they complete
the funnel (& achieve campaign goal):
‣ Purchases
‣ Social shares
‣ Email signups
‣ Contacts via form & phone
‣ File downloads
‣ Video views

7. Main
Domain

8. Vendor
Domain

9. Show all, new,
returning, or
campaign, etc.
visits
NOTE: All data disguised

10. NOTE: All data disguised

11. Only
cumulative
share data
No share
data

12. NOTE: All data disguised

13. Measure conversion rate for each key
segment of visitors.
‣ Traffic source (PPC, email, SEO)
‣ Geography
‣ Loyalty (new, returning)
‣ Content interest
‣ Prior purchase
‣ Answers to survey questions

14. Unique
content for
each audience

16. Row for each
segment…in Conversion
any report rates for
multiple goals
NOTE: All data disguised

20. Tells analytics Ties in other
which analytics
channel tools
worked
1 row for each
link or set of
links worth
tracking

22. Other
Revenue
Conversions

23. Experiment with ideas and use
conversion rate in key segments to pick
a winner:
‣ Landing Page
‣ Ad Copy
‣ Home Page
‣ Offer
‣ Discount
‣ Button color

24. 23% of next
23% of next clicks
clicks from the
from the
homepage are
homepage are to
to promotions
promotions
Above-the-fold
call-to-action

25. Copy pushes
everything
but Carousel
below fold
79% of page
views are
entries to the
site
Carousel
dominates
above-the-
fold

27. Revenue per
Pageview
shot up
Pageviews
dropped as Bounce rate
client cut improved
PPC

28. Visits viewing
page spent 32%
more despite
falling 73%
Oh yeah!

29. Lose; draws
eye from
product art &
headline
Shrink;
pushes
products &
prices down
Downplay;
9% click but
27% of those
come back
Keep; 18% of
entrances
click
Shrink;
pushes
products &
prices down

31. Get analytics reports, findings &
recommendations to decision-makers
‣ Build useful dashboards
‣ Email reports automatically
‣ Try out mobile apps
‣ Display real-time metrics

39. ‣ Go beyond default reports
‣ Measure conversions and segments
‣ Put data into action by testing ideas
and sharing insights

40. Questions now?
Questions later:
‣ peter.howley@empiricalpath.com
‣ 505-856-6131
‣ @phowley99 | @EmpiricalPath
‣ Facebook.com/EmpiricalPath