overcoming the seduction of data - alphaterra digital marketing conference - 2012-11-20

Vinoaj Vijeyakumaar

vinoaj@sparklineanalytics.com

@vinoaj

vnjv.co/vvlinkedin

Overcoming the Seduction of Data

@vinoaj

About this presentation

•  Presented on Tue 20 Nov 2012 at the AlphaTerra Digital Marketing Conference 2012, in Jakarta, Indonesia.

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

@vinoaj

Measurement

More important today than at any other time in digital marketing

@vinoaj

Interest in analytics is growing YoY

@vinoaj

3 Key Problems for the digital marketer

@vinoaj

#1. Data, Data, Data!

@vinoaj

#2. Caught up in vanity metrics

Impressions Clicks

CTR Reach

http://www.flickr.com/photos/centralasian/5829549813/

@vinoaj

#2. Caught up in vanity metrics

Impressions Clicks

CTR Reach So What? What difference has this made to my

business? http://www.flickr.com/photos/centralasian/5829549813/

@vinoaj

Paid/Earned media

Owned media

#3. Where do I start?

Desktop site Mobile site

Mobile apps Social media presences

Facebook Twitter

AdWords YouTube

Data, data, data! •  Clicks •  Visits •  Impressions •  CTRs •  CPCs •  CPAs •  Bounce rates •  Exit rates •  Unique visitors •  Conversions •  …

@vinoaj

Today: Where do I start?

@vinoaj

Who am I? •  Vinny •  2012 - Chief Consultant /

Founder – Sparkline Analytics

•  2007-2012 – Senior

Conversion Specialist, Google Southeast Asia

@vinoaj

Measurement 101 What matters to my

business?

1

What are the KPIs and Goals that matter?

2

What are my action plans?

3

How do I measure my KPIs and goals?

4

Monitor & Action 5

Objectives to anchor digital strategy

KPI & Goals Map

Contingency Plans

Implemented measurement tools

Increase in conversion rates

@vinoaj

Measurement 101 What matters to my

business?

1 Objectives to anchor

digital strategy

@vinoaj

What is your organizational strategy?

•  Brand Recall

•  Free Users

•  Brand Recall

•  Signups •  Paid Users •  Word of

Mouth

•  Volume •  Product

Development •  Loyalty •  Brand

Recognition

•  Cost Reduction

•  Innovation

•  Innovation •  Diversify •  Exit

@vinoaj

Measurement 101 What matters to my

business?

1

What are the KPIs and Goals that matter?

2

Objectives to anchor digital strategy

KPI & Goals Map

@vinoaj Source: McKinsey, 2009

Too many marketers are preoccupied with macro goals

Number of sales

Number of items per basket

Average order value Macro ($)

goals

@vinoaj Source: McKinsey, 2009

The Consumer Decision Journey

@vinoaj

Setting Meaningful KPIs & Goals Awareness Evaluation Purchase 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 # likes Video engagement

User signs up Referral made Referral signup

Return visits # mentions # referrals

Referral made Referral signup

@vinoaj

Measurement 101 What matters to my

business?

1

What are the KPIs and Goals that matter?

2

What are my action plans?

3

Objectives to anchor digital strategy

KPI & Goals Map

Contingency Plans

@vinoaj

Action is more powerful than measurement

Impressions Clicks

CTR Reach So What? What difference has this made to my

business? http://www.flickr.com/photos/centralasian/5829549813/

@vinoaj

Action plan (a branding example) Strategic Objectives

•  Volume •  Cost Reduction

Funnel Stage

•  Awareness

If KPI or Goal Drops by Take these Actions

New Visitors 8% •  Shift budgets to channels delivering high new visitor rates

•  Test ad copy •  Broaden targeting

Facebook Likes

3% •  Create new content with different tones

•  Increase velocity of FB ads to recover likes

Video engagement

5% •  Re-evaluate viewer demographics

•  Freshen content

@vinoaj

Action plan (an ecommerce example) Strategic Objectives

•  Volume •  Cost Reduction

Funnel Stage

•  Purchase

If KPI or Goal Drops by Take these Actions

# Purchases 5% •  Test calls to action •  Test description on landing

page # Purchases 10% •  Modify checkout process

New Visitors 8% •  Shift budgets to channels delivering high new visitor rates

•  Test ad copy •  Broaden targeting

@vinoaj

Also have plans for positive events Strategic Objectives

•  Volume •  Cost Reduction

Funnel Stage

•  Purchase

If KPI or Goal Increases by Take these Actions

# Purchases 5% •  Increase budgets for high-converting channels

•  Encourage word of mouth recommendations # Purchases 10%

New Visitors 8% •  Ramp up offline advertising •  Implement retargeting /

remarketing

@vinoaj

Measurement 101 What matters to my

business?

1

What are the KPIs and Goals that matter?

2

What are my action plans?

3

How do I measure my KPIs and goals?

4

Objectives to anchor digital strategy

KPI & Goals Map

Contingency Plans

Implemented measurement tools

@vinoaj

Web analytics

Channel-agnostic tracking

Channel-specific tracking

KPI & Goal Tracking Toolbox

Toolbox

App analytics

@vinoaj

Make life easy with Google Tag Manager •  Replace 100s of lines of JavaScript with:

<body> <!-- Google Tag Manager --> <noscript><iframe src="//www.googletagmanager.com/ns.html?id=GTM-VH7G" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript> <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= '//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-VH7G');</script> <!-- End Google Tag Manager --> … … </body>

@vinoaj

Google Tag Manager – roll out tags from a web interface

•  Reduce complexity of tag rollouts (no need to beg IT every time!)

•  Speed up page load times

Sign up now: https://google.com/tagmanager

@vinoaj

Coming soon: Universal Analytics

• Moving from cookie-centric to user-centric view •  Setup & management a lot less technical •  Faster load times and smaller cookie sizes

Sign up now: https://services.google.com/fb/forms/analyticspreview/

@vinoaj

Measurement 101 What matters to my

business?

1

What are the KPIs and Goals that matter?

2

What are my action plans?

3

How do I measure my KPIs and goals?

4

Monitor & Action 5

Objectives to anchor digital strategy

KPI & Goals Map

Contingency Plans

Implemented measurement tools

Increase in conversion rates

@vinoaj

Most companies I speak to today Are you collecting

data?

✖"

✔"Is someone

dedicated to looking at that data on a

daily basis?

Are they recommending

actions in response?

Do they have a voice within your

organisation?

✖"

✖"

@vinoaj

Measurement & revenue

Source: “Marketing Skills Gap”, Apr 2012, Focus Inc.

@vinoaj

Measurement skills

Source: “Marketing Skills Gap”, Apr 2012, Focus Inc.

@vinoaj

Don’t leave it too late

Mark Vozzo Online Manager - Head of Inbound Marketing (APAC), Salesforce.com

I must admit, the work you did for us has helped me understand and appreciate the

importance of landing page testing and design. This function is lacking on our team,

however I’m planning to bring someone onboard real soon.

@vinoaj

@vinoaj

No time? Intelligence Events!

@vinoaj

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

@vinoaj

@vinoaj

@vinoaj

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.

@vinoaj

“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

@vinoaj

So … what next?

@vinoaj

Measurement 101 What matters to my

business?

1

What are the KPIs and Goals that matter?

2

What are my action plans?

3

How do I measure my KPIs and goals?

4

Monitor & Action 5

Objectives to anchor digital strategy

KPI & Goals Map

Contingency Plans

Implemented measurement tools

Increase in conversion rates

@vinoaj

Measurement 201 Who should I be focusing

on?

1

Am I viewing my data in a meaningful manner?

2

Am I looking beyond last-touch attribution?

3

Am I giving my customers what they need?

4

Monitor & Action 5

Customer segments defined in your tools

Custom reports and custom dashboards

Frameworks for multi-channel analysis

Usability studies and voice of customer

Increase in conversion rates

@vinoaj

Don’t get caught up in vanity metrics

Impressions Clicks

CTR Reach So What? What difference has this made to my

business? http://www.flickr.com/photos/centralasian/5829549813/

Vinoaj Vijeyakumaar

vinoaj@sparklineanalytics.com

@vinoaj

vnjv.co/vvlinkedin

Terima kasih!Q&A

vinoaj@sparklineanalytics.com @vinoaj