5 steps to measurement success - gthailand - 2012-10-25

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Vinoaj Vijeyakumaar

[email protected]

@vinoaj

vnjv.co/vvgplus

vnjv.co/vvlinkedin

5 Steps to Measurement Success

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About this presentation

•  Presented on Thu 25 Oct 2012 at g|Thailand – a Google event introducing businesses to digital marketing solutions.

•  PDF copy available at http://vnjv.co/gthailand

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Measurement

More important today than at any other time in digital marketing.

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•  Vinny •  2012 - Chief Consultant /

Founder – Sparkline Analytics

•  2007-12 – Senior

Conversion Specialist, Google Southeast Asia

Sparkline Analytics

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Measurement

• Metrics are the drivers of growth

• Action drives growth

Data Metrics Insights Action Growth

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Collecting data is good.

But Taking Action is Better

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Today: 5 Steps

1 Define your Goals Metrics

2 Segment, Segment, Segment

Insights 3 Understand Multi-Visit Behaviour

4 Constantly monitor for opportunities

5 Take Action Action

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Google Analytics

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Track Behaviour

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Entry Exit

Behaviour

Engagement

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Step 1: Define Your Goals

http://www.(lickr.com/photos/angietorres/4564135255/

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How it’s usually done

Do nothing (inertia)

Try and find some meaning in the data

Read all reports

Learn to use measurement tool

Implement measurement tool

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Setting Meaningful Goals

Awareness Free Users

Paid Users

Loyalty / WOM

KPIs

Goa

ls

# paid users # sales # in-app purchases

User upgraded Product purchased In-app purchase made

Macro ($)

# impressions # new visits # mentions

Time on site (new visitors) Pages / session (new visitors)

# signups # referrals

User signs up Referral made Referral signup

Return visits # mentions # referrals

Referral made Referral signup

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Goals Bring Meaning to Numbers

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Other Uses for Goals

•  Flow Visualization

•  Multi-Channel Funnels •  Intelligence Events

•  Advanced Segments

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Step 2: Segment, Segment, Segment

http://www.(lickr.com/photos/darwinbell/1525911006/sizes/l/

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Advanced Segments Speaker Notes •  The standard blue line represents aggregated data. •  Aggregated data can hide underlying trends that you

should be looking at in more detail. •  Segmentation helps uncover those trends.

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Advanced Segments Applied: Swissotel •  Goal: optimise PPC campaigns for the Swissotel Stamford, Singapore

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Advanced Segments Applied •  Creating segments are easy

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•  Apply segments across dimensions

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Advanced Segments Applied

We want more Brits!

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•  What are visitors looking for?

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•  After 6 months of continued reviews and optimization..

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67.78% increase in revenue 21.78% decrease in costs 100% increase in ROI

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Advanced Segments: The Choice is Yours

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Visitor Profile New vs. Returning Geographic Distribution Language Mobile vs. Desktop Browsers

Behaviour Engagement (Time-on-Site, Pageviews) Became a Member Requested a Trial

Channels Brand vs non-Brand Keywords Paid vs non-Paid Search Paid vs Organic Direct vs Referral

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Step 3: Understand Multi-Visit Behaviour

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Yesterday: Last-click Attribution

Twitter Organic Search

Paid Search

(Network X) Display Ad

Paid Search

(Network Y)

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Sale: $100

$100 $0 $0 $0 $0

These channels of traffic are discounted or given no credit for the sale

Are these channels worthless? No … right?

How do you value the impact of these channels for driving conversions downstream?

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Today: Cross-channel Attribution

Twitter Organic Search

Paid Search

(Network X) Display Ad

Paid Search

(Network Y)

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Sale: $100

$100 Assist (X%) Assist (X%) Assist(X%) Assist (X%)

Give credit where credit is due

@vinoaj 34

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Insight: 57% of all conversions had multi-step paths

How can we convert multi-visit users?

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3/11/11

1 Visit

3/23/11 3/19/11 3/15/11

11% increase in bookings within a month

3/11/11

1 Visit

3/23/11 3/19/11 3/15/11

Display Ad

Display Ad

Conversion

No Conversion

Turned non-converting paths…

Into converting paths via more display investment

Action: Increase display coverage

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Impact: 11% increase in bookings within a month

Before : less than 1% of advertising conversion paths include display After: more than 10% of advertising conversion paths include display

Action: increase display coverage

11% increase in bookings within a month

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Step 4: Constantly Monitor for Opportunities

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Can you know it all?

“ [T]here are known knowns; there are things we know that we know. There are known unknowns; that is to say there are things that, we now know we don't know. But there are also unknown unknowns – there are things we do not know we don't know

” United States Secretary of Defense, Donald Rumsfeld (Feb 2002)

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Can you know it all?

“ [T]here are known knowns; there are things we know that we know. There are known unknowns; that is to say there are things that, we now know we don't know. But there are also unknown unknowns – there are things we do not know we don't know.

” United States Secretary of Defense, Donald Rumsfeld (Feb 2002)

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Google Analytics Intelligence Events

Speaker Notes •  Case Study: Shoes of Prey •  Download full case study at http://vnjv.co/sopgaia

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10% increase in sales

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10% increase in sales

Speaker Notes “We knew that their [Polka Dot Bride’s] audience would be receptive and it was a natural choice to partner with them,” he says. “Together we ran a competition for their readers to design and win a pair of wedding shoes on Shoes of Prey. This helped kick-start the launch of our range of wedding shoes, and we’re seeing great sales as a result.” Michael credits the 10% uplift in sales following the release of the new wedding shoe range to this intelligent approach.

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“So much happens around us that we don’t always know, and Intelligence Alerts allows us to become aware of these ‘unknown unknowns’ and make sure we’re responding effectively.” Michael Fox, Co-Founder & Director of

Operations, Shoes of Prey

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Step 5: Take Action on your data

http://www.(lickr.com/photos/levork/2530374904/

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Taking Action

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Today: 5 Steps

1 Define your Goals Metrics

2 Segment, Segment, Segment

Insights 3 Understand Multi-Visit Behaviour

4 Constantly monitor for opportunities

5 Take Action Action

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lytics

Vinoaj Vijeyakumaar

[email protected]

@vinoaj

vnjv.co/vvgplus

vnjv.co/vvlinkedin

Q&A

5 steps to measurement success - gthailand - 2012-10-25

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