Phil Taylor, Squiz's Head of Analytics, is an expert on PPC, SEM and analytics. He presented an overview of the ways in which search marketing and analytics can be used to build relevant traffic, improve engagement with your users and maximise conversions.

1. A Clearer Path to Online
Success
Philip Taylor, Head of Analytics,
Squiz UK

2. Why do we use analytics?
More Better
Educated
Data Analysis Effective Business
Action
Website Outcomes

3. How do we use analytics (really)?

4. 4

5. Define your business objectives
Who do we
want to come
to our site?
What do we
What is our want them to
website for? do on our
site?
How do
we define
success?

6. Objective: Drive online donations
Focused lines of
enquiry:
How are we driving online donations?
When are we driving online donations?
Where are we driving online donations?
From whom are we driving online donations?
To what extent are we driving online donations?

7. Objective: Drive online donations
How are we driving online donations?
KPI: total £s donated v.s traffic source
When are we driving online donations?
KPI: number of donations v.s. day of the week
Where are we driving online donations?
KPI: donations per visit v.s visitor location
From whom are we driving online donations?
KPI: donations per visit v.s new/returning visitor
To what extent are we driving online donations?
KPI: donations v.s. visits or £ online v.s £ offline

8. Questions first
Focused Relevant / Actionable
questions outcome- insights
related data
Data More Better
Data Educated
Analysis Effective Business
Action
Data Website Outcomes

9. Objective: maximise audience response
• Maximise retention of information
• Maximise agreement
• Maximise passion

10. What have you been drinking?
DRANK COFFEE AUDIENCE % OF MEMBERS AVERAGE AVERAGE LEVEL
OR WATER MEMBERS AGREE WITH AMOUNT OF OF
SPEAKER INFO RETAINED ENTHUSIASM
WATER 26 15% (4) 52% (MEDIUM) MEH
COFFEE 14 86% (12) (61% HIGH) CRAZED
Hmm.. There’s
something in this
coffee…

11. Fancy a coffee?

12. Analysis focused on business objectives
More Better
Educated
Data Analysis Effective Business
Action
Website Outcomes

13. Insights... what to do with them…
More Better
Educated
Data Analysis Effective Business
Action
Website Outcomes

14. Controlled experimentation. Fail faster

15. 1,2,3 Testing
More Better
Educated
Data Analysis Effective Business
Action
Website Outcomes

16. Sign-up form test

17. Sign-up form test

18. Sign-up form test

19. Sign-up form test

20. Sign-up form test

21. Sign-up form test

22. Sign-up form winner

23. Squiz Tests

24. Ask first, Test always, Win
More Better
Educated
Data Analysis effective Business
Action
website Outcomes

25. Don’t forget the fuel!

26. PPC gives you
• Control over your messaging
• Control over your spend
• Immediate flexibility
• Total transparency

27. Learn, improve, grow
DATA
MORE AND
BETTER ANALYSIS
TRAFFIC
BETTER
EDUCATED
BUSINESS
ACTION
OUTCOMES
MORE
EFFECTIVE
WEBSITE

28. Key points
• Strategy before data
> Focus on business objectives
> Decide KPIs before viewing reports
• Experiment continually. Fail faster
• Try new marketing media. Try PPC
• Ask us how we can help
28

29. Thank you, any questions?
Philip Taylor
Email: ptaylor@squiz.co.uk
Mobile: 07979 365 087