daniel riveong - beyond google analytics

Beyond Google Analytics

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

2 ® 2011 e-storm international

Who is e-storm and Daniel?

E-storm •  Over 12 years in the digital space, with offices in San 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 person

We’re Hiring!


DIGITAL TRENDS: WHY DO WE NEED MORE ANALYTICS?


Trends in the Digital Space

1.  Digital Platform Proliferation: Beyond http://www.website.com

“I need a website”

“I need a content platform & strategy”



Sees Display Ad

Sees TV Ad

Sees GroupOn

Email

Browse Website

Clicks Facebook

Ad

Browse Website

Download Product

2.  Customer Behavior Gets More Complex



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?”



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 baove


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?


THE CASE FOR CONVERSION OPTIMIZATION

Increasing Marketing Efficiency


Doing more with less…. Conversion Rate Optimization

We need more….

Micro-conversions: Facebook Likes

Conversions: Register, Download

Should we…

Throw more money to increase traffic?

Make it easier for to like, download?

Conversion Rate Optimization (CRO) makes sure you’re doing the most with the media budget and

clicks/visits that you have.


Relying on Data instead of Battling Opinions… Conversion Rate Optimization

Conversion Rate Optimization (CRO) changes the conversion from “who’s favorite design gets to go live?” to “based on the data, which design works best to convert?”

You’re client prefers the “ugly version” you hate….

Look at it, it is hideous!

And wouldn’t that hurt sign-ups?

Maybe you can’t argue against your boss, so let the data do win!


Which Promotion Offer Won? A

B

Conversion Rate Optimization

Question:Which version lifted sales by +20%?


Which Promotion Offer Won? A

B

Winner: Version B Version B, with just the “free delivery” benefit, got a 27.3% lift in total number of purchases.



Longer Form v. Multi-Step Form?

A B 3-Step Form


Question: Which version led to +100 more accounts per month?


Longer Form v. Multi-Step Form?

A B

Winner: Version B The winning page got 14.9% more submitted applications for Merchant Warehouse which resulted in 100+ more new accounts per month.

3-Step Form



Tools to do Conversion Rate Optimization

Tools Available •  Entry Level (Free)

•  Lower/Medium Level

•  High End

Basic Features •  Allows you to use a single

page to test multiple elements: •  Call-to-Action •  Copy •  Colors •  Layouts •  Form Lengths •  Pictures/Graphics

•  Tests can be done for •  Registration Forms •  Actions: Likes, Downloads •  Time on Site

•  All do statistical analysis to assure statistical relevance



Vertster: Testing Different Elements Conversion Rate Optimization


Vertster: Testing Multi-Page Forms 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 •  ////



MULTI-CHANNEL REPORTING Multi Channel People, Multi-Channel Data


The Long Path to Conversion Multi-Channel Reporting

Direct, SEO Visits

Twitter Links

Display Impressions & Clicks

Paid PPC Visits


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

Multi-Channel Reporting

Why should the PPC Ad get all the credit? What role did SEO, Twitter, and Display play?


Conversion Path & Attribution

Conversion Path

{Influencer} {Introducer} {Closer}

SEO > Twitter Link > Display Impression > PPC Ad > Purchase

Ask Your Marketers: •  If PPC Ad was for “CompanyName.com.my” 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?



Revealing Additional Value via Attribution Multi-Channel Reporting

•  Typical Impact of Attribution 1.  See full impact of

Television/Radio on Online Behavior

2.  See greater value of Display and Social Media

3.  See impact of Display beyond Branding to sales

Display Advertising in

% Search Lift

News & Media 144% Retail 69% Travel & Tourism 274% Property & Real Estate

125%

Personal Finance 125% Health 260&

ComScore Ad Effectiveness Data


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 other


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 conversion



High-End Examples: Visual IQ

Forecast different changes to budgets and impact on channel performance and ROI



Tools to Consider

Entry Level

•  Google’s 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 goals



Google Multi-Channel Funnels: Value of Assists Multi-Channel Reporting

BONUS!

Google Analytics Multi-Channel Funnel (Pilot)


Google Multi-Channel Funnels: Brand Search v. Referral v. Social


BONUS!

Google Analytics Multi-Channel Funnel (Pilot)


MULTI-PLATFORM WORLD Analytics data on Facebook, Mobile Apps, Twitter?


Getting All Multi-Platform World

Major Analytics solutions like Visual IQ and ClearSaleing can integrate CRM, Offline, Online…

but how can you start today?


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 •  Comment Box

Multi-Platform World

•  Go to Insights > Click on “Insights for your website”


Facebook Insights for Websites: Report Multi-Platform World

72 Facebook Posts, Amplified 225x by Shares to total: 16,228 Impressions, 104 Clicks


Google Analytics for Mobile Apps! Ask the Google Guys at the Workshop! •  Google Analytics goes

beyond Websites!

•  SDK and Compatibility •  iOS •  Android •  Mobile Websites

Multi-Platform World


YouTube Analytics: What drives subscription? Multi-Platform World

Identify which video drove the most subscriptions.


YouTube Analytics: Am I hitting the right demo? Multi-Platform World

Demographic by channel, content, and video-level.


Call Tracking: Example Multi-Platform World

Channel Ad Group Phone URL Parameter Google Red Case 880-‐188 buy.html id=188 Google Blue Case 880-‐288 buy.html id=288 TheStar.com.my Red Case 880-‐588 buy.html id=588

Page captures “388” code in the URL, uses it to populate the phone number.

User clicks on ad from TheStar.com.my to buy.html?id=588

Call Center: Track calls, sales from each number:

188, 288, 388

BONUS: This data can be

sent back into Google Analytics

for easier reporting


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?

Recommendations & Takeaways


Thank You! Recommendations & Takeaways

•  Follow-up questions via @DanielRiveong

•  Get the presentation by •  Dropping me a card •  @DanielRiveong •  http://e-storm.com

Yes! We’re Hiring in KL: SEO Manager, PPC Manager, Designers, Open Source Developers,


Credits and Sources

•  Slide 3: •  http://www.flickr.com/photos/96dpi/4032198061/sizes/l/

•  Slide 8: •  http://www.flickr.com/photos/furryscalyman/396115762/sizes/z/

•  Slide 9: •  http://www.flickr.com/photos/dmpop/4357344274/in/faves-djpr/

•  Slide 10: •  http://www.flickr.com/photos/auyongcheemeng/141307748

•  Slide 12-13 •  http://whichtestwon.com/product-page-tile-test?pollid=139

•  Slide 14-15 •  http://whichtestwon.com/test-1-results?pollid=1

•  Slide 31: •  http://www.flickr.com/photos/superamit/4569922802/sizes/l/

•  Slide 39: •  http://www.flickr.com/photos/freddyfromutah/4424199420/

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