Dave Chaffey, founder of SmartInsights, talks at "Getting Ahead in Web Analytics 2", about the challenges of using web data to drive business change

1. Taming the Analytics
Elephant
Dr Dave Chaffey
SmartInsights.com
Digital marketing strategy
advice
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2. About Dave Chaffey
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About Dave Chaffey
A professional trainer
in E-marketing since
1997
Author of 5 bestselling
marketing books now
in their 4th and 5th
edition
Manages
SmartInsights.com a
marketing advice site
with paid members in
over 50 countries
Insights Director at
agency ClickThrough
Marketing
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4. http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
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5.  ELEPHANT TAMING #1
BUSINESS OBJECTIVES AND KPIS AGREED
1. DEFINED MARKETING OUTCOMES
2. KPIS TO USE ON DASHBOARD
3. INTEGRATE OTHER FEEDBACK AND
SOCIAL MEDIA PREFERENCES
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6. Q. What do we want marketing to achieve?
Q. Which measures will show success?
 Reach
 Organic visits
 Media visits
 Act
 “Stickiness”
 Leads
 Convert
 Sales
 Engage
 Satisfaction
 Advocacy = Sharing
Tip. Use Scent trails to target personas
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7. Create a top-level Dashboard
B2B Example. Value??
Source: Michael Brenner
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8. RACE dashboard
Reach
Awareness
and visits
Unique
visitors
Bounce
rate
Revenue
per visit
n Searches
% Brand
nLeads
%
Conversion
to lead
Goal value
per visit
Page views/
visit
nSales
%
Conversion
to sale
Sales
value
Average
order value
% active
customers
% Customer
conversion
% existing
sales value
n Brand
mentions
Volume
Quality
Act
Interaction
and leads
Convert
Sales and
profit
Engage
Loyalty and
advocacy
Value
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9. Don’t neglect Customer
feedback / VoC tools
http://bit.ly/smartfeedback
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10.  ELEPHANT TAMING #2 GOALS SETUP?
1. GOALS FOR MARKETING OUTCOMES
2. GOALS FOR INTERACTION
3. VALUE ASSIGNED TO GOALS
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11. What
are the
GOALS
for our
site?
• Brochure
thank you
• Value
assigned:
•
E.G £3
• Call back
page
• E.G. £4
• Taster page
• E.G. £9
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Call tracking with GA
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12. Example assigning
value to goals
Practical Tip: Assign value to Goals when leads generated
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13.  ELEPHANT TAMING #3
CUSTOMISED REPORTS AND
INTELLIGENCE SET UP?
EXAMPLES FOR DASHBOARDS BY ROLE:
1. SHOW PERFORMANCE THROUGH TIME
2. SHOW GOALS AND FUNNEL
3. PERFORMANCE BY CHANNEL AND COUNTRY
4. CONTENT EFFECTIVENESS PORTFOLIO
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14. Example
Custom Reports 1
Tip: Create a time-based custom
report to view through time
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15. Example
Custom Reports 2
Tip: Create a horizontal funnel segment
by medium or country
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16. Setting up
custom intelligence alerts
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17. Page or product popularity (views)
or page view variance (compared to average)
Segmenting pages/product by performance
High Potential
(Problems)
Top
Performers
(Stars)
Low Potential,
Low Performance
(Dogs)
Consistent
Performers
(Cash Cows)
Conversion rate
Or conversion rate variance (add to basket) compared to average
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18. Example: product portfolio
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19. Ongoing optimisation process
Source: Rich Page, Web Analytics Optimisation: An hour a day
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20. Let’s Connect!
Questions & discussion welcome
SmartInsights.com
uk.linkedin.com/in/davechaffey
 Blog
www.smartinsights.com/blog
www.facebook.com/davechaffey
 Feeds
www.feedburner.com/smartinsi
ghts
ww.twitter.com/DaveChaffey
 Email Newsletter
https://plus.google.com/u/0/10625135037962
www.smartinsights.com
2013691
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