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Digital Analytics for Agencies

Client demand for actionable reporting insights seems to be increasing by the day, and agencies must answer the call. However, providing a clear vision, remaining accountable and building trust with your client from your measurement practice takes time and agency resources. Therefore, we must develop efficient reporting processes, rely on key documents to keep us organized and really deliver when it comes to providing fantastically constructed suggestions based on our marketing metrics.

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Digital Analytics for Agencies

  1. 1. DIGITALANALYTICS FORAGENCIES
  2. 2. DEFINING ANALYTICS
  3. 3. ANALYTICS IS NOT: 12% 13% 34% 41% NEAT! PRETTYNEAT SOMEWHAT NEAT NOT REALLYNEATATALL
  4. 4. “Learn from yesterday, live for today, hope for tomorrow. The important thing is not to stop questioning.” -Albert Einstein
  5. 5. WHO DETERMINES THEAGENDA? Source: McKinsey &Company 12% 5% 10% 11% 11% 13% 38% CEO CIO CMO Business Unit Head CFO Chief Data/Analytics Officer Other
  6. 6. WHO HASTHETIME? h/t: @avinash Access to Data Ability toAnalyze &Recognize Causal Factors “TellThem What to Do”Continuum (in Plain English) ANALYST DIRECTOR BUSINESS UNIT HEAD CMO CFO CIO CEO
  7. 7. WHATYOU MUST SHOW WHATYOU MUST KNOW
  8. 8. BE BRIEF. BE BRIGHT. BE GONE.
  9. 9. “You don’t have to cook fancy or complicated masterpieces - just good food from fresh ingredients.” -Julia Child
  10. 10. REPORT DEPTH & DETAIL EXECUTIVE MANAGEMENT ANALYST
  11. 11. REPORT LAYOUT • TRANSLATE DATA • HIGHLIGHT TRENDS & INSIGHTS • MAKE RECOMMENDATIONS • SUGGEST NEXT STEPS
  12. 12. FOR EVERYHOUR SPENT GATHERING DATA, SPENDTHREE HOURS PERFORMINGANALYSIS.
  13. 13. WHYDID IT HAPPEN? WHYSHOULD WE CARE?
 WHAT DO WE DOABOUT IT? LESS DESTINATION. MORE JOURNEY. WHAT HAPPENED?
  14. 14. WHAT CHANGED? A B C D PREVIOUS CURRENT
  15. 15. QUESTION EVERYTHING
  16. 16. INCREASEVOLUME. IMPROVEYIELD. ELIMINATE WASTE.
  17. 17. CONTENT MAGNETISM WHERETHEAUDIENCE GRAVITATES CONVERSIONS BYCHANNEL REFERRAL SOURCESTHAT CONVERT TOPICS IN DEMAND REFLECTIONS OFAUDIENCE LEXICON POTENTASSETS ENGAGING (& HIDDEN?) RESOURCES POOR PERFORMING CONTENT BOUNCES / EXITS / LOWENGAGEMENT DISJOINTED PATHWAYS ABANDONMENTTRENDS DESIGN CONSTRAINTS LIMITED / POOR USER EXPERIENCE CONTACT CAPTURE CONVERSION RATE CONVERSION PREDECESSORS BEHAVIORS THAT PREDATE SUCCESS
  18. 18. CONTENT MAGNETISM CREATE MORE, SIMILAR STUFF CONVERSIONS BYCHANNEL FUNNEL & BUDGETALIGNMENT TOPICS IN DEMAND SPEAK THEAUDIENCE’S LANGUAGE POTENTASSETS INCREASE PROMINENCE POOR PERFORMING CONTENT REFINE, PUNCH UP OR ELIMINATE DISJOINTED PATHWAYS REMOVEALL HURDLES DESIGN CONSTRAINTS CONSIDER INTENT & PURPOSE CONTACT CAPTURE FORM MERCHANDISING CONVERSION PREDECESSORS INTRODUCETO PROSPECTS
  19. 19. REPORT DELIVERY ANALYSIS EXPLANATORY VIDEO
  20. 20. REPORT DELIVERY
  21. 21. REPORT MEETING DURATION TIME DEDICATEDTO DATAREVIEW TIME DEDICATEDTO DECISION MAKING
  22. 22. EVERYBODYIN THE POOL
  23. 23. AUTOMATED REPORTING
  24. 24. DATASTUDIO
  25. 25. AUTOMATED MANUAL PRO CON PRO CON LONG-TERM TIME SAVINGS OUTPUT DOES NOT REPLACE INSIGHTS FORCESTHE ANALYSTTO DIG TIMEAND EFFORT TO CONSTRUCT EASILYREPLICATED (TYPICALLY) DATACONNECTORS CAN BREAK NO LIMITS ON FORMATTING DIFFICULTTO DELEGATE (TYPICALLY)
  26. 26. DOCUMENTATION ANALYTICS CLIENT BRIEF ANALYTICS SCHEMA UTMTRACKING PROTOCOL TESTING RESULTS ANALYTICS ACTIVITYLEDGER
  27. 27. CLIENT BRIEF • CLIENT CONTACT DETAILS • CORE BUSINESS OBJECTIVES • CHANNELS IN PLAY • KEYMETRICS • REPORTING FREQUENCY • CONTRACT STATUS / TERM
  28. 28. ANALYTICS SCHEMA GOALS | CUSTOM EVENTS | TAGS | FILTERS | METRICS MAPPING
  29. 29. GOOGLETAG MANAGER
  30. 30. GOOGLETAG MANAGER
  31. 31. “THANKYOU” CONVERSION GOALS DESTINATIONS “CLICK HERE” EVENTS
  32. 32. TAG CONFIGURATION TAG TRIGGER VARIABLE AGOOGLEANALYTICS EVENTTAG FIRES WHENTHEVISITOR CLICKSALINK WITH .PDF INTHE URL
  33. 33. BROCHURE PDF DOWNLOADS VIDEOACTIONS EMAILADDRESS CLICKS CLICKSTO SOCIAL MEDIA APPLYNOWBUTTON EVENTTRACKING SCHEMA CATEGORY ACTION LABEL BROCHURE DOWNLOAD PDF - {{PAGE PATH}} VIDEO PLAY VIDEO - {{VIDEOTITLE}} EMAIL CLICK EMAILADDRESS - {{CLICKTEXT}} SOCIAL CLICK SOCIAL ICON - {{CLICK CLASS}} APPLY BUTTON APPLYNOW- {{PAGE PATH}}
  34. 34. CAMPAIGNTRACKING SOURCE: From where did we earn traffic? MEDIUM: How is the referral source categorized? CAMPAIGN: What specifically was promoted?
  35. 35. TRACKING PROTOCOL LANDING PAGE SOURCE MEDIUM CAMPAIGN FINAL URL =CONCATENATE(A2,"?utm_source=",B2,"&utm_medium=",C2,"&utm_campaign=",D2)
  36. 36. “He who knows best knows how little he knows.” -Thomas Jefferson
  37. 37. TESTING RESULTS 1. RESULTS 2. DISCUSSION 3. IMPLICATIONS
  38. 38. ACTIVITYLEDGER
  39. 39. “The difference between a dream and a goal is accountability and a calendar.” -Dr. Phil
  40. 40. ACCURACY. ACCOUNTABILITY. VISION. TRUST.
  41. 41. WHEN HIRINGANANALYST…
  42. 42. ASSESSINGTALENT RELATABLE « » CULTURE FIT METICULOUS & ORGANIZED PLAIN ENGLISH CAPABILITIES GENERALISTS WELCOME REQUIRED
  43. 43. TRANSLATE: QUALITATIVE METRICS TIME ON SITE PAGES /VISIT BOUNCE RATE Content underperforms. There is a likely mismatch between marketing message and content.
  44. 44. “At a child’s birth, if a mother could ask a fairy godmother to endow it with the most useful gift, that gift should be curiosity.” - Eleanor Roosevelt
  45. 45. chris sietsema 480.570.1636 hello@teachtofishdigital.com @sietsema in/sietsema

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