2017 Content Marketing Institute Presentation

Advanced Analytics for Content
Marketers
Tips and Ideas To Manage Content Better With Measurement
Pierre DeBois
Founder and Chief Analytics Officer, Zimana
@ZimanaAnalytics
@zimanaanalytics • #CMWorld

AGENDA
① Social Media Analytics – Monitoring Activity
② Google Analytics – Reporting Ideas to Discover Content
Usefulness
③ Advanced Tools – Overview of Purpose
• Advanced Dashboards (Supermetrics)
• R programming (Stats / Regression)

1 Social Media Analytics

There are analytics dashboards for every platform
Use These to note activity on the platform
What to Look For
@TwitterHandle • #CMWorld

Example: Twitter Analytics &
Hootsuite

Example: Twitter Analytics

Increases in followers (if starting out)
Posts , Pins, or Tweets That Received Impressions
(establishing usage)
Gauge Personas to Know How to Best Adjust Messages
Basics That Your Social Media Should Give You
@TwitterHandle • #CMWorld

2 Google Analytics

See how traffic sources contribute to your
main platform.
Note what visitors are examining regularly for
additional content ideas
What to Look For

Connect Search Console / AdWords (optional)
UserID – segment audience by cross device or registration
(developer)
Ecommerce (optional: retail)
Alerts / Goals
Some Assembly Require (What To Note)

Set Goals
① Helps to Compare If A
Change in A Dimensions
Is Worthwhile
② Can be set by:
• Pages reached
• Time in Session
• Economic

Set Alerts
① Navigate to account
admin
② Set a traffic alert
③ Start with a
percentage increase
rather than set amount
for scale

Annotate Events On Key Reports
• Annotate Important Events ( or Keep a log )
• Traffic changes associated with offline marketing
events may be easier to highlight

Look At Content
① Navigate to Site
Content
② Look at Average Time
③ Page Value (goals)

Evergreen Content
① Examine Content & Landing Pages
② Use 30 – 60 – 90 days or Events Annotated to the
timeline
③ Note content that seems to rank consistently – can it
be promoted or extend?

Evergreen Products

Affinity Reports
① Consider Topics That
Appear - Are They Inline
With Site Purpose?
② Examine at 30 – 60 – 90
Days & Annotation

Site Search
① Navigate to Site Content
② Reveals What Topics People Are Searching For
③ Can use 30-60-90 days / annotation to note different
patterns
④ Can Note Where People Are Dropping Off After A
Search

Site Search

Behavior & User Flow
• Are Visitors Navigating
to Other Content
Regularly?
• Drop Offs may be a
good point for popup
reminder message
• More typical for
products

UserID
• Cross device or registered users
• Default for cross devics
• ga('set', 'userId', {{USER_ID}}); //
Set the user ID using signed-in
user_id.
• Creates a filtered view
• Developer sets code for specific
needs (registration)

Social Media Reports
Can help to rank
where your activity
is leading to
conversions

Most Analytics tools are
meant to provide trends.
Use What You Know About
Your Entire Marketing
Schedule to Identify
Patterns.
Think trends

3 Advanced Tools

Supermetrics Data Grabber
① Import from GA,
AdWords, Facebook,
BingAds, Twitter,
YouTube
② Allows viewing &
graphing Dimensions
and Metrics in other
combination

Data Entry for Basic Validation. Data validation ensures that the
entered data conform to user-specified requirements (e.g., must be
integer between 0-5), and can reduce data entry errors. Basic
Calculations (e.g., descriptive statistics, basic sort, filter, pivot
table).
Viewing/Scrolling Data at a Glance. Excel can be handy for a quick
visual overview of your data or planning for advanced models.
Data Presentation and Summarization in a simple table or graph
What to Look For With Excel

Other Dashboards
① Neo4j
② Tableau
③ DataHero
④ Google Data Studio

4 R programming

Why R?
① Applies statistical
analysts
② Can blend datasets for
regression, time series
③ Results are shareable
④ Libraries for
integration

Example

R Studio / GUI
① Download
rtsudio.com/produc
ts/rstudio/download
② Other GUI – Visitor
Studio, Eclipse,
Rattle

TwitteR -
RGA – Google Analytics
Most libraries designed to import data or for provided
statistical model
Libraries for R

Many of the advanced
analytics tools are oriented
towards developer
languages (You’ll discover a
LOT of Python and R
solutions). To get the most
from the tool, focus more on
conditions in which data is
generated and how
information is represented as
data. There are an endless
number of resources for
importing from a database.
Don’t get too bogged down

CRAN http://cran.r-project.org/.
MRAN (Microsoft’s version on
CRAN): https://mran.microsoft.com/packages/.
GitHub via install-github function from the devtools package,
devtools::install_github("githubaccountname/packagename").
First install the devtools install.packages("devtools")
Where To Review and Obtain R Packages

Use Social Media Analytics For
Monitoring Engagement

Use Google Analytics To
Review Content Over Time

Use Advanced Dashboards For
More Granular Analysis

Use R For Discovering
Relationship Among Sources

Thank You
pdebois @ zimana.com
zimana.com

2017 Content Marketing Institute Presentation

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