beyond page views: modern analytics for online marketing
DESCRIPTION
TRANSCRIPT
![Page 1: Beyond Page Views: Modern Analytics for Online Marketing](https://reader033.vdocument.in/reader033/viewer/2022061220/54bb6ba74a7959ee3c8b46d9/html5/thumbnails/1.jpg)
1
Beyond Page Views: Modern Analytics for Online Marketing
Casey WintersOnline & Interactive Marketing Director
GrubHub@onecaseman
![Page 2: Beyond Page Views: Modern Analytics for Online Marketing](https://reader033.vdocument.in/reader033/viewer/2022061220/54bb6ba74a7959ee3c8b46d9/html5/thumbnails/2.jpg)
2
What are we talking about today?
• The measurement, collection, analysis, and reporting of internet data for the purposes of optimizing web usage.
• EASIER SAID THAN DONE!
![Page 3: Beyond Page Views: Modern Analytics for Online Marketing](https://reader033.vdocument.in/reader033/viewer/2022061220/54bb6ba74a7959ee3c8b46d9/html5/thumbnails/3.jpg)
3
A little history• The early web was built on the concept of static pages• Each page was a chance to show more banner ads and
increase advertiser impressions• So, websites optimized revenue by driving as many page
views as possible
• It doesn’t work that way anymore• Websites have many different business models that
require different optimization methods• Many websites, especially apps, lack a page-based
hierarchy thanks to new programming languages and browser capabilities
![Page 4: Beyond Page Views: Modern Analytics for Online Marketing](https://reader033.vdocument.in/reader033/viewer/2022061220/54bb6ba74a7959ee3c8b46d9/html5/thumbnails/4.jpg)
4
So what are we optimizing towards now?
Short-term metrics:• Leads• Purchases• Conversions• Feature Engagement• Virality
Long-term metrics• Lifetime Value• Days active• Attrition
![Page 5: Beyond Page Views: Modern Analytics for Online Marketing](https://reader033.vdocument.in/reader033/viewer/2022061220/54bb6ba74a7959ee3c8b46d9/html5/thumbnails/5.jpg)
5
Yet, most analytics tools still operate under this page-based framework and can’t measure any
of those things easily
• This creates a culture of focus on “vanity metrics” that don’t drive insights or optimization:– # Uniques– # Visits– Page views/visitor– # Downloads
• For years, marketers and engineers have been tracking to hack these tools to track what they actually care about
• Marketers were forced to learn SQL to retrieve the data they actually needed to do measure their performance
![Page 6: Beyond Page Views: Modern Analytics for Online Marketing](https://reader033.vdocument.in/reader033/viewer/2022061220/54bb6ba74a7959ee3c8b46d9/html5/thumbnails/6.jpg)
6
Anyone remember BranchOut?
![Page 7: Beyond Page Views: Modern Analytics for Online Marketing](https://reader033.vdocument.in/reader033/viewer/2022061220/54bb6ba74a7959ee3c8b46d9/html5/thumbnails/7.jpg)
7
Anyone remember BranchOut?
![Page 8: Beyond Page Views: Modern Analytics for Online Marketing](https://reader033.vdocument.in/reader033/viewer/2022061220/54bb6ba74a7959ee3c8b46d9/html5/thumbnails/8.jpg)
8
Anyone remember Viddy?
![Page 9: Beyond Page Views: Modern Analytics for Online Marketing](https://reader033.vdocument.in/reader033/viewer/2022061220/54bb6ba74a7959ee3c8b46d9/html5/thumbnails/9.jpg)
9
Anyone remember Viddy?
![Page 10: Beyond Page Views: Modern Analytics for Online Marketing](https://reader033.vdocument.in/reader033/viewer/2022061220/54bb6ba74a7959ee3c8b46d9/html5/thumbnails/10.jpg)
10
Anyone remember Viddy?
![Page 11: Beyond Page Views: Modern Analytics for Online Marketing](https://reader033.vdocument.in/reader033/viewer/2022061220/54bb6ba74a7959ee3c8b46d9/html5/thumbnails/11.jpg)
11
Anyone remember Viddy?
![Page 12: Beyond Page Views: Modern Analytics for Online Marketing](https://reader033.vdocument.in/reader033/viewer/2022061220/54bb6ba74a7959ee3c8b46d9/html5/thumbnails/12.jpg)
12
Things you can miss in a page-based framework
• New vs. repeat conversion rates• Lack of cross platform analytics e.g. iPhone app vs.
website performance• Cross-platform usage• # of site uses before conversion occurs• Understanding lifetime value or retention• Mobile attribution• Understanding how online and offline ad impressions
drive value
![Page 13: Beyond Page Views: Modern Analytics for Online Marketing](https://reader033.vdocument.in/reader033/viewer/2022061220/54bb6ba74a7959ee3c8b46d9/html5/thumbnails/13.jpg)
13
So, what’s the new model?• Events instead of Pages• Individual User Data instead of Aggregate Numbers
Key reports:• Cohort analysis• Conversion funnel• Attribution models
![Page 14: Beyond Page Views: Modern Analytics for Online Marketing](https://reader033.vdocument.in/reader033/viewer/2022061220/54bb6ba74a7959ee3c8b46d9/html5/thumbnails/14.jpg)
14
The new key metrics• Daily/Weekly/Monthly Active Users• Average Frequency per Active User• Conversion rates
– New vs. Existing– By marketing channel– By platform
• Cost per Acquisition– By marketing channel
• Lifetime Value– By marketing channel– By platform
![Page 15: Beyond Page Views: Modern Analytics for Online Marketing](https://reader033.vdocument.in/reader033/viewer/2022061220/54bb6ba74a7959ee3c8b46d9/html5/thumbnails/15.jpg)
15
Out with the old and in with the newOld guard:• Adobe SiteCatalyst (Omniture)• Coremetrics• WebTrends• Google Analytics
New breed:• Mixpanel• Kiss Metrics• RJ Metrics• Kontagent (mobile apps only)• Localytics (mobile apps only)
![Page 16: Beyond Page Views: Modern Analytics for Online Marketing](https://reader033.vdocument.in/reader033/viewer/2022061220/54bb6ba74a7959ee3c8b46d9/html5/thumbnails/16.jpg)
16
A note on attribution• Many marketers are still using last touch attribution• As your marketing methods expand, this becomes less
and less accurate• New tools look at correlations of patterns of marketing
exposures (online impressions, search clicks, offline exposure) and model to create fractional attribution models using statistical inference– Convertro– Adometry– Clearsaleing– Visual IQ
![Page 17: Beyond Page Views: Modern Analytics for Online Marketing](https://reader033.vdocument.in/reader033/viewer/2022061220/54bb6ba74a7959ee3c8b46d9/html5/thumbnails/17.jpg)
17
Mobile Marketing Attribution• Normal web funnel:
– Ad click– Arrive on website– Website activity
• Mobile funnel:– Ad click– Arrive at App Store (untrackable for iOS)– Download app (unattributable for iOS)– Open app– App usage
• New solutions:– Mobile App Tracking by Has Offers– AppsFlyer– Kontagent– Mobile ad vendors e.g. Apsalar
![Page 18: Beyond Page Views: Modern Analytics for Online Marketing](https://reader033.vdocument.in/reader033/viewer/2022061220/54bb6ba74a7959ee3c8b46d9/html5/thumbnails/18.jpg)
18
So what is big data for?• Big data describes data sets so large that
databases can’t handle them• This is where things get beyond marketers’
ability to segment data and need technical help
• Used for a lot of statistical correlation inside of massive amounts of related data
• Tools:– Hadoop– MapReduce– Hive