marketing analytics masterclass april 2017

Welcome, House Keeping & Social

Carol Magill FCIM Ireland Network Manager @@CIMinfo_Ireland#CIMIreland

http://regions.cim.co.uk/Ireland/home

Future Events Marketing on a shoe string 15 June – 10am - Belfast – OPEN Now

Responding to online reviews 31 July – 10am – Belfast – Coming soon.

Become an Ambassador

April 2017

ANALYTICS MASTERCLASSCIM - BELFAST

STEVEN PARKER

STEVEN PARKERMANAGING DIRECTOR

DIGITAL ALLIES

•WORKING IN DIGITAL FOR 10+ YEARS• SPECIALISED IN SEARCH AND ANALYTICS FOR 8• CHARTERED INSTITUTE OF MARKETING TUTOR• LECTURER FOR DIGITAL MARKETING INSTITUTE•@StevenParkerSEO or @DigitalAllies

JOHN CAVE

JOHN CAVEDIRECTORBIDDIBLE

•WORKING IN DIGITAL FOR 10+ YEARS• SPECIALISED IN PAID AND ANALYTICS FOR 9• GOOGLE TOP TIER AGENCY•@biddible

RUNNING ORDER

RUNNING ORDER

What is analytics anyway?What is a measurement plan and why should you bother?What is attribution modelling and why you should care?Google AnalyticsAn introduction to Google Analytics suite of productsGoogle Tag ManagerGoogle Data StudioGoogle Optimize

QUESTIONS TO ASK

1. WHAT DO VISITORS SEARCH YOUR SITE FOR?

2. HOW MANY PAGES DOES IT TAKE TO CONVERT?

3. ARE YOU TAGGING ALL YOUR CAMPAIGNS?

4. WHAT ARE YOUR TOP PERFORMING PRODUCT

CATEGORIES?

LETS GET TO KNOW GOOGLE ANALYTICS

WHAT IS ANALYTICS?

“The price of light is less than the cost of darkness”

Google Analytics shows you how people found yoursite, how they explored it, and how you can enhance

their visitor experience.

WHAT IS ANALYTICS?

With this information, you canimprove your website return on investment, increaseconversions, and be more effective on the internet.

WHAT IS ANALYTICS?

WHO SHOULD USE IT?

EVERYONE!

WHO SHOULD USE IT?

• All departments within your business• Marketing to C-level executives.• Basic Level to top line metrics• Acts as a window into site perfomance

WHY USE ANALYTICS?

WHY USE ANALYTICS?

• To understand what IS working• More importantly, to identify what IS NOT working• To improve what is not working• To justify and encourage investment• To calculate value

Analytics creates the ‘narrative’ behind your data, giving you valuable insights to enhance

business performance.

WHY USE ANALYTICS?

• Who are your users?• How do web visitors behave compared to purchasers?• What brought them to the site?• Where do they live?• How does this compare year on year?• What impact did the investment into our digital

marketing strategy have?• Why have sales dropped off?

WHAT CAN IT TELL YOU?

WHAT DOES IT COVER?

WHAT DOES IT COVER?

BEHAVIOUR

WHAT?

ACQUISITIONAUDIENCE

WHERE?WHO?

CONVERSION

HOW?

HOW DOES IT WORK?

HOW DOES IT WORK?

HIT

3.

Google Analytics code fires a hit to

Google Servers

NAVIGATIONINTENT

2.1.

User chooses most appropriate

destination based on intent and navigates

to a page or site

User expresses intent to perform a search or

visit a particular website/page

TRACKING

4.

Data is shown in Google Analytics in

quasi-real-time

WHAT IS A HIT?

A hit is defined as:

Pageview Event Social Interacton Ecommerce

500 hits per session200,000 hits per user per day

10,000,000 hits per property per month20 hit throttle limit

HIT LIMITS

COOKIES

Cookies are usually small text files, given ID tags that are stored on your computer's browser directory or program data subfolders.

Cookies are created when you use your browser to visit a website that uses cookies to keep track of your movements within the site, help you resume where you left off, remember your registered login, theme selection, preferences, and other customization functions.

WEB COOKIES

UrchinAnalytics

2005

“urchin.js”

AnalyticsSynchronous

2007

“pageTracker”“ga.js”

AnalyticsAsynchronous

2009

“gaq.push”“ga.js”

AnalyticsDisplay

Advertising

2012

“dc.js”

Universal

2013

“analytics.js”

TagManager

2012/17

“GTM”

ANALYTICS VERSIONS

Unless you can’t due to development restrictions, always use analytics.js or Google Tag Manager.

This ensures you get all the latest capabilities and functionality Google Analytics offers.

Plus, Google Tag Manager is an awesome way to expand on what/how you track your data!

WHICH SHOULD YOU USE?

KEY TERMS

• Landing Page – The page which a user enters the site. • Page Views – The number of pages viewed within one session.• Bounce Rate – The rate which users leave the landing page

without navigating to another page.• Exit Page – The page from which a user leaves the site.• Conversion – A desired course of action such as transaction or

download.• Goal – Measuring a specific action which is set by the

business.

KEY TERMINOLOGY

METRICS & DIMENSIONS

DIMENSIONS

DESCRIBE

Example Dimensions

• Keyword• City• Browser• Channel• Page

DIMENSIONS

METRICS

MEASURE

Example Metrics

• Sessions• Users• Pageviews• Bounce Rate• Average Session Duration

METRICS

USERS, SESSIONS & PAGEVIEWS

1User

1Session

3Pageviews


1User

2 Sessions

6 Pageviews


SOURCE & MEDIUM

Source = GoogleMedium = Organic

SOURCE & MEDIUM

Source = bbc.co.ukMedium = Referral

SOURCE & MEDIUM

DURATION

Visit Time: 10:00 am

Page 2Visit Time: 10:01 am

10:01am – 10:00am = 1 Minute Session Duration

DURATION METRICS

Visit Time: 10:00 am

? – 10:00am = ???? Minute Session Duration

DURATION METRICS

USEFUL TIPS

USEFUL TIP – MORTAR BOARDS

USEFUL TIP – ANNOTATIONS

MEASUREMENT PLAN

MEASUREMENT PLAN

In a nutshell, a measurement plan is a document that translates your top-line business objectives into

metrics and dimensions you can measure on your website. It provides a framework not only for a

customised configuration of your web analytics, but also forms a vital part of your wider digital

marketing strategy.

MEASUREMENT PLAN

What are the business/campaign objectives?Which channels are you going to utilise to achieve this?

What will determine success?What are the key dimensions and metrics to track?

MEASUREMENT PLAN

OBJECTIVE – Increased Brand AwarenessCHANNELS – SEO, PPC and Social MediaKPI’s – Gain new customers and increase visibilityMETRICS - % new v returning visitorsOrganic Impressions in Google Search ConsoleIncreased referral trafficIncreased Social trafficIncrease social media impressionsNewsletter/blog subscriptions

ATTRIBUTION MODELS

ATTRIBUTION MODELS

An attribution model is the rule, or set of rules, that determines how credit for sales, leads and conversions is

assigned to touchpoints in conversion paths.

ATTRIBUTION MODELS

There are 8 attribution models within Analytics and whilst most work with the Last Interaction Model, it’s

not always the most effective.

ATTRIBUTION MODELS

Last Interaction

ATTRIBUTION MODELS

Last ‘Non Direct’ click

ATTRIBUTION MODELS

Last AdWords click

ATTRIBUTION MODELS

First Interaction

ATTRIBUTION MODELS

Linear

ATTRIBUTION MODELS

Time Decay

ATTRIBUTION MODELS

Position Based

ATTRIBUTION MODELS

Custom

COFFEE BREAK

NAVIGATING THE REPORTS

REAL TIME

REAL TIME OVERVIEW

AUDIENCE

• Demographics• Geography• Behaviour• Technology• Mobile

AUDIENCE OVERVIEW

AUDIENCE OVERVIEW

DEMOGRAPHICS

AUDIENCE INTERESTS

GEOGRAPHY

BROWSER

OPERATING SYSTEM

DEVICE

MOBILE DEVICE

BUILDING AN AUDIENCE

BENCHMARKING

ACQUISITION

• Source/Medium vs. Channels• Adwords• SEO –Search Console• Social• Campaigns

ACQUISITION OVERVIEW

CHANNELS

SOURCE / MEDIUM

ADWORDS

SEARCH CONSOLE

URLBuilder:https://support.google.com/analytics/answer/1033867?hl=en

CAMPAIGNS

BEHAVIOUR

• Site Content• Site Speed• Site Search• Events

BEHAVIOUR OVERVIEW

BEHAVIOUR OVERVIEW

ALL PAGES

LANDING PAGES

EXIT PAGES

PAGE LOAD TIME

EVENTS

CONVERSIONS

• Goals• Ecommerce• Multi Touch Attribution

CONVERSIONS OVERVIEW

CONVERSION GOALS

ECOMMERCE DATA

MULTI-TOUCH

GOOD TO KNOW

REPORTING OPTIONS & REFINEMENTS

REPORT VARIATIONS

CHANGE PRIMARY DIMENSION

SECONDARY DIMENSIONS

DASHBOARDS

SEGMENTS & CUSTOM SEGMENTS

FILTERS

DATA STUDIO

WHAT IS DATA STUDIO?

Google Data Studio turns your data into informative dashboards and reports that are easy to read, easy to

share, and are fully customisable.

DATA STUDIO

FILTERS

TAG MANAGER

WHAT IS TAG MANAGER

GTM = Google Tag Manager

Google Tag Manager is exactly that – a tag management tool.

It allows ‘non techies’ to add what would traditionally be snippets of code on a website, as well as handle

many third party integrations in one place.

HOW DOES IT WORK?

Developer 2weekslater…

HOW DOES IT WORK?

minuteslater…

WHY IS IT USEFUL?

• Reduced reliance on developers• Reduced page load times• A way to quickly implement new tracking• It can be used to track the previously untrackable• Lots of easy to use third party integrations• Nice clean UI, no need to look at or edit code for simple

tasks• Simple User, Workspace & Version control• Its Free!

INTEGRATIONS

FILTERS

GOOGLE OPTIMIZE

GOOGLE OPTIMIZE

Google Optimize offers AB testing, website testing & personalisation tools for small & large enterprises to

help deliver engaging customer experiences.

SUMMARY

GOOGLE OPTIMIZE

SUMMARY

Google Analytics shows you how people found yoursite, how they explored it, and how you can enhance

their visitor experience.

SUMMARY

ANY QUESTIONS?

THANK YOU