This document discusses how to untangle web analytics and avoid getting lost in data. It recommends that digital marketing managers get trained in analytics and work with analysts to set goals for tactics aligned with business objectives. Managers should define success metrics, create a measurement roadmap, and report results with proper context. Maintaining data integrity allows seeing a holistic view of performance and holding agencies accountable.

1. Untangling Web Analytics July 18, 2011 PREPARED FOR: OMMA AdNets

2. … or how to keep from getting entangled in a mountain of data.

3. ADAM: Analytics First www.digitaria.com We put you ahead by pushing Analytics forward

4. The Not So Virtuous Cycle Data Analysis MarketingChannels

5. Disconnected

6. Slow

7. Doug doug.hecht@digitaria.com @dhecht

8. Karen karen.bellin@digitaria.com @airviewing

9. Digitaria info@digitaria.com @digithoughts

11. Digital marketing is both an art and a science

12. Misapplication of science is ugly

13. In a tangled world.

14. “Our CTR is awesome, we doubled traffic.” Media Buyer Digital Marketing Manager Analyst Digital Marketing ManagerAnalyst “Awesome.” “Your bounce rate is awful.” “How do I fix it?” “Remove non-qualified traffic.”

15. These conversations happen all the time.

17. Analytics Digital Marketing Manager Search TV Banner Email

18. It’s a contextual problem.

19. Chapter 2 – The Solution

20. Digital Marketing Manager Analytics Search TV Banner Email

22. Get Trained.

23. Set Goals for Tactics & Align with Business Objectives

24. Define Success

25. Create a Roadmap

26. Measurement Roadmap

27. Establish Success Reporting

28. Report with Context

29. Report with Context

30. Communicate

31. “Juice” “Link Bait”

32. Maintain Data Integrity

33. Chapter 3 - Benefits

34. Holistic view of online brand performance

35. Agencies are accountable

36. Metrics are communicated consistently

37. Regular reporting allows benchmarking

38. Understand the implications of chopping down a tree.

39. Questions?