beyond google analytics new media asia - daniel riveong

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Beyond Google Analytics Beyond Google Analytics At New Media Asia 2011 Presented by Daniel Riveong 11 May 2011

Author: e-storm-international

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Daniel Riveong. General Manager of e-storm in Kuala Lumpur delivered this presentation at New Media Asia conference this year.


  • 1. Beyond Google AnalyticsBeyond Google AnalyticsAt New Media Asia 2011Presented by Daniel Riveong11 May 2011
  • 2. Who is e-storm and Daniel? E-storm ! Hiring Over 12 years in the digital space, with offices in Sanre We Francisco US), Lille (France), and Barcelona (Spain) Focus on two major areas: 1. Marketing Research, Strategy and Analytics 2. Channel expertise in SEO, PPC, Display, Social Media Main clients are: B2B Software, Education, Retail, Education Daniel Riveong With e-storm for over 5 years, previously Director for Marketing Services before GM of Malaysia Been in industry for ~15 years as a web developer/designer and SEO person2 2011 e-storm international
  • 3. DIGITAL TRENDS: WHY DO WE NEED MORE ANALYTICS?3 2011 e-storm international
  • 4. Trends in the Digital Space 1. Digital Platform Proliferation: Beyond I need a website I need a content platform & strategy4 2011 e-storm international
  • 5. Trends in the Digital Space 2. Customer Behavior Gets More Complex Clicks Sees Browse Facebook Display Ad Website Ad Sees Sees TV Browse Download GroupOn Ad Website Product Email5 2011 e-storm international
  • 6. Trends in the Digital Space 3. Can Marketing be Profit Center instead of Cost Center? CFO/CEO: Cool website! CFO/CEO: Why we are spending so much time and money on this?6 2011 e-storm international
  • 7. Trends in the Digital Space Marketers Needs Have Also Changed I need. Google Analytics for my website to track keywords and clicks I need to understand 1. Analytics data on my Facebook, Mobile Apps, Twitter? 2. How can I increase efficiencies of my marketing campaign? 3. How does running Display impact Paid Search? Today, we will go over simple, low-cost solution to tackle the baove7 2011 e-storm international
  • 8. High Level View of Different Analytics Tools In ~45 minutes touch on the following answers questions like: 1. How can I increase efficiencies of my marketing campaign? 2. How does running Display impact Paid Search? 3. Analytics data on my Facebook, Mobile Apps, Twitter?8 2011 e-storm international
  • 9. Increasing Marketing Efficiency THE CASE FOR CONVERSION OPTIMIZATION9 2011 e-storm international
  • 10. Conversion Rate Optimization Doing more with less. We need more. Micro-conversions: Conversions: Facebook Likes Register, Download Should we Throw more money Make it easier for to increase traffic? to like, download? Conversion Rate Optimization (CRO) makes sure youre doing the most with the media budget and clicks/visits that you have.10 2011 e-storm international
  • 11. Conversion Rate Optimization Relying on Data instead of Battling Opinions Youre client prefers the ugly version you hate. Look at it, it is And wouldnt that hideous! hurt sign-ups? Maybe you cant argue against your boss, so let the data do win! Conversion Rate Optimization (CRO) changes the conversion from whos favorite design gets to go live? to based on the data, which design works best to convert?11 2011 e-storm international
  • 12. Conversion Rate Optimization Which Promotion Offer Won? A Question: Which version lifted sales by +20%? B12 2011 e-storm international
  • 13. Conversion Rate Optimization Which Promotion Offer Won? A Winner: Version B Version B, with just the free delivery benefit, got B a 27.3% lift in total number of purchases.13 2011 e-storm international
  • 14. Conversion Rate Optimization Longer Form v. Multi-Step Form? A B 3-Step Form Question: Which version led to +100 more accounts per month?14 2011 e-storm international
  • 15. Conversion Rate Optimization Longer Form v. Multi-Step Form? A B 3-Step Form Winner: Version B The winning page got 14.9% more submitted applications for Merchant Warehouse which resulted in 100+ more new accounts per month.15 2011 e-storm international
  • 16. Conversion Rate Optimization Tools to do Conversion Rate Optimization Tools Available Basic Features Entry Level (Free) Allows you to use a single page to test multiple elements: Call-to-Action Lower/Medium Level Copy Colors Layouts Form Lengths Pictures/Graphics Tests can be done for High End Registration Forms Actions: Likes, Downloads Time on Site All do statistical analysis to 2011 e-storm international assure statistical relevance16
  • 17. Conversion Rate Optimization Vertster: Testing Different Elements17 2011 e-storm international
  • 18. Conversion Rate Optimization Vertster: Testing Multi-Page Forms18 2011 e-storm international
  • 19. Conversion Rate Optimization Bonus: Qualitative Measurements While Analytics Data can user behavior asking the Customer can help understand user intent behind that behavior. Here are alternatives to expensive panels and group testing: Survey Data Live Usability Testing ////19 2011 e-storm international
  • 20. Multi Channel People, Multi-Channel Data MULTI-CHANNEL REPORTING20 2011 e-storm international
  • 21. Multi-Channel Reporting The Long Path to Conversion Paid PPC Visits Twitter Links Direct, SEO Visits Display Impressions & Clicks21 2011 e-storm international
  • 22. Multi-Channel Reporting The Long Path to Conversion: Who Gets Credit? Conversion Path SEO > Twitter Link > Display Impression > PPC Ad > Purchase Who Gets the Credit? Typical Last-Click Report (GA by Default) SEO > Twitter Link > Display Impression > PPC Ad > Purchase Why should the PPC Ad get all the credit? What role did SEO, Twitter, and Display play?22 2011 e-storm international
  • 23. Multi-Channel Reporting Conversion Path Conversion Path & Attribution SEO > Twitter Link > Display Impression > PPC Ad > Purchase {Introducer} {Influencer} {Closer} Ask Your Marketers: If PPC Ad was for keyword, should it get credit for the purchase? Can Display drive brand awareness *and* ROI online? How do we attribute credit to the introducer, the influencer and the closer channels?23 2011 e-storm international
  • 24. Multi-Channel Reporting Revealing Additional Value via Attribution Display % Search Lift Typical Impact of Advertising in Attribution News & Media 144% 1. See full impact of Retail 69% Television/Radio on Travel & Tourism 274% Online Behavior Property & Real 125% Estate 2. See greater value of Personal Finance 125% Display and Social Health 260& Media 3. See impact of Display ComScore Ad Effectiveness Data beyond Branding to sales24 2011 e-storm international
  • 25. Multi-Channel Reporting Foundational Attribution w/ BrightTag & TagMan Foundational Attribution is possible with tools like TagMan and BrightTag Implementation is similar to that of Google Analytics, tagging links, webpages, display URLs etc Above can already communicate impact of Display, Search and Email on each other25 2011 e-storm international
  • 26. Multi-Channel Reporting High-End Examples: ClearSaleing ClearSaleing allows for attribution at a keyword- by-keyword level and also specific creative campaigns Understand which campaigns really create impact on conversion26 2011 e-storm international
  • 27. Multi-Channel Reporting High-End Examples: Visual IQ Forecast different changes to budgets and impact on channel performance and ROI27 2011 e-storm international
  • 28. Multi-Channel Reporting Tools to Consider Entry Level Googles DoubleClick DART (not officially supported by DART) Google Analytics Multi-Channel Funnel (Pilot Beta) Lower-Middle Level BrightTag TagMan High-End Solutions (Integrates CRM, Offline; Forecasting Models) X+1 Coremetrics Clearsaleing Visual IQ Best Tool: Analytics person who love data and gets the marketing goals, business goals28 2011 e-storm international
  • 29. Multi-Channel Reporting Google Multi-Channel Funnels: Value of Assists l (P ilot) S! el Funne NUhann BO -C sM ulti na lytic gle A Goo29 2011 e-storm international
  • 30. Multi-Channel Reporting Google Multi-Channel Funnels: Brand Search v. Referral v. Social t) ! Funnel ( Pilo US nnel ON-Cha B lti ic s Mu nalyt gle A Goo30 2011 e-storm international
  • 31. Analytics data on Facebook, Mobile Apps, Twitter? MULTI-PLATFORM WORLD31 2011 e-storm international
  • 32. Multi-Platform World Getting All Major Analytics solutions like Visual IQ and ClearSaleing can integrate CRM, Offline, Online32 but how can you start today? 2011 e-storm international
  • 33. Multi-Platform World Facebook Insights for Websites Track beyond your Facebook Page Link the Facebook activity into Activity that can be tracked Visits to website Like Button Reports Shares Go to Insights > Click on Insights for your website Comment Box33 2011 e-storm international
  • 34. Multi-Platform World Facebook Insights for Websites: Report 72 Facebook Posts, Amplified 225x by Shares to total: 16,228 Impressions, 104 Clicks34 2011 e-storm international
  • 35. Multi-Platform World Google Analytics for Mobile Apps! Ask the Google Guys at the Workshop! Google Analytics goes beyond Websites! SDK and Compatibility iOS Android Mobile Websites35 2011 e-storm international
  • 36. Multi-Platform World YouTube Analytics: What drives subscription? Identify which video drove the most subscriptions.36 2011 e-storm international
  • 37. Multi-Platform World YouTube Analytics: Am I hitting the right demo? Demographic by channel, content, and video-level.37 2011 e-storm international
  • 38. Multi-Platform World Call Tracking: Example Channel Ad Group Phone URL Parameter Google Red Case 880-188 buy.html id=188 Google Blue Case 880-288 buy.html id=288 Red Case 880-588 buy.html id=588 User clicks on ad from to buy.html?id=588 Page captures 388 code in the URL, uses it to populate the phone number. Call Center: BONUS: Track calls, sales This data can be from each number: sent back into 188, 288, 388 Google Analytics for easier reporting38 2011 e-storm international
  • 39. RECOMMENDATIONS & TAKEAWAYS39 2011 e-storm international
  • 40. Recommendations & Takeaways Three Takeaways 1. On Conversion Optimization Use Google Website Optimizer to test webpages performance to increase Facebook Likes to Registration Forms. Lifts can be as high as 20-30% 2. On Multi-Channel Reporting Be smarter in understanding how channels influence each other, identify how Display can help Social Media, Social Media on PPC Clicks and so on Check out solutions like TagMan, BrightTag, or use DoubleClick DART 3. On Multi-Platform Reporting Are you tracking everything you should? Calls? Android Apps? Facebook impact on websites? Videos leads to subscription?40 2011 e-storm international
  • 41. Recommendations & Takeaways Thank You! Follow-up questions via @DanielRiveong Get the presentation by Dropping me a card @DanielRiveong Yes! Were Hiring in KL: SEO Manager, PPC Manager, Designers, Open Source Developers,41 2011 e-storm international
  • 42. Recommendations & Takeaways Credits and Sources Slide 3: Slide 8: Slide 9: Slide 10: Slide 12-13 Slide 14-15 Slide 31: Slide 39: 2011 e-storm international