web analytics, multiplicity, & synergy - pixelmedia
TRANSCRIPT
![Page 1: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/1.jpg)
PixelMEDIAWeb Analytics, Multiplicity, & Synergy
© 2015 PixelMEDIA
Jonathan B. O’DonnellDirector of Digital Marketing
![Page 2: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/2.jpg)
What is Analytics 2.0?“It’s about pulling and presenting only the relevant data from multiple
sources to provide insights and solve for business objectives – quicker”- Jonathan O’Donnell
![Page 3: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/3.jpg)
3
Hits, uniques, data in aggregate, is OUT
© 2015 PixelMEDIA
Acquisition, behaviors, outcomes, are IN!
![Page 4: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/4.jpg)
4
The Take Away
© 2015 PixelMEDIA
- Plan to measure (DMMM)
- Track everything
- Focus on the big picture
- Simplify the Rx
![Page 5: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/5.jpg)
5
Then
© 2015 PixelMEDIA
In the beginning…
Lots of data
Little insight
Clickstream data is only
what happened, not why and
how…
Kaushik.net
![Page 6: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/6.jpg)
6
Now
© 2015 PixelMEDIA
Now…
Web Analytics 2.0
Is
Full Spectrum Analysis
Kaushik.net
![Page 7: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/7.jpg)
7
The Power of Tools!
© 2015 PixelMEDIA
Clickstream
Multiple Outcomes
Testing & VOC
Competitive Intelligence
Research &Benchmarks
![Page 8: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/8.jpg)
8
Capabilities of Analytics 2.0
© 2015 PixelMEDIA
• Action Orientated
• Line of Sight to Business
• Campaign Specific Tracking
• Internal Hypothesis Verification
Allows you to Fail Faster!
Drive change quicker with focused data feeback.
![Page 9: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/9.jpg)
Why Analytics is Important“Try not to become a man of success. Rather become a man of value.”
- Albert Einstein
![Page 10: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/10.jpg)
10
Why
© 2015 PixelMEDIA
Future Growth
“Digital will make up 40.8% of total out-of-home
(OOH) ad spending in 2015, up from 38.1% in
2014. By 2018, DOOH will capture 53.0% of total
OOH ad spending in the US, or $4.08 billion.”
- eMarketer
![Page 11: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/11.jpg)
11
Why
© 2015 PixelMEDIA
Future Growth
“…83%, believed that it would be very important
for marketers to know how to make data-informed
decisions to respond to such disruptions to their
jobs.” - eMarketer
![Page 13: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/13.jpg)
Data Analysis“The problem is we are obsessed with data
and not about the business”- Avinash Kaushik
![Page 14: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/14.jpg)
How
© 2015 PixelMEDIA 14
Digital Marketing Measurement ModelGoals
Objectives Goals KPIs Targets
Brand ReachIncrease
exposure with earned media
Amount of conversion to promotions
6%
Participation
Increased Downloads,
Submissions, RSS signup, etc.
Amount of each engagement 50k/yr
Increase Revenue
Up sell, Cross sell
Average order value $85
![Page 15: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/15.jpg)
15© 2015 PixelMEDIA
![Page 16: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/16.jpg)
16© 2015 PixelMEDIA
![Page 17: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/17.jpg)
17© 2015 PixelMEDIA
![Page 18: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/18.jpg)
Experimentation and Testing“I found out what makes people tick…I did a lot of research…”
- David Ogilvy
![Page 19: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/19.jpg)
19© 2015 PixelMEDIA
A/B and Multivariate Testing
![Page 20: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/20.jpg)
20© 2015 PixelMEDIA
Internal Hypothesis Verification – Advanced Segments
![Page 21: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/21.jpg)
Voice of Customer92% of top performing companies surveyed stated “Increase in
customer satisfaction” was the number one reason they implemented customer feeback.
- Gleanster Report
![Page 22: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/22.jpg)
22
The 4 Greatest VOC Questions
© 2015 PixelMEDIA
1. How would you rate your site experience? (Customer Satisfaction Rate)
2. Primary purpose of your visit? (Primary Purpose)
3. Were you able to complete your task today? (Task Completion Rate)
4. If not, why not? (Customer Feedback)
![Page 23: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/23.jpg)
23© 2015 PixelMEDIA
![Page 24: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/24.jpg)
Competitive Intelligence“75 percent of the respondents saw the need for CI to increase
during a global economic downturn.”- Global Intelligence Alliance
![Page 27: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/27.jpg)
Campaign TrackingMulti-channel Analytics
"Digital will make up 40.8% of total out-of-home (OOH) ad spending in 2015, up from 38.1% in 2014. 53% by 2018"
- eMarketer
![Page 28: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/28.jpg)
28
Tracking Online Marketing
© 2015 PixelMEDIA
![Page 29: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/29.jpg)
29
Tracking Online
Marketing
© 2015 PixelMEDIA
![Page 30: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/30.jpg)
30© 2015 PixelMEDIA
![Page 31: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/31.jpg)
31© 2015 PixelMEDIA
![Page 32: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/32.jpg)
32
Tracking Offline
Marketing
© 2015 PixelMEDIA
![Page 33: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/33.jpg)
33
Considerations for using Web Analytics 2.0
© 2015 PixelMEDIA
• How are we tracking success?
• Are we making $?
• Are my Calls to Action line of site with bus. objectives?
• What are my competitors doing?
• Are we tracking our offline marketing?
• How can I prove my hypothesis?
![Page 34: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/34.jpg)
34
Additional Resources
© 2015 PixelMEDIA
Experts
• Occam's Razor – Avinash Kaushik’s blog. Everything to do with analytics and then some.
• Measuring Success – Brian Clifton’s blog – Very technical insight into Google Analytics implementations.
• Analytics Talk – Justin Cutroni’s blog. More GA focused and technical in nature.
• Market Motive – An excellent source of timely and relevant marking insight and training.
• Analysis Exchange – A not-for-profit that provides Analytic support to non-profits and training to Analysts.
Articles
• 2015 State of Analytics – Salesforce
• Digital Marketing Measurement Model – Avinash Kaushik
• Why Data Analytics Is the Future of Everything - Bloomberg
• Marketing Campaign Tracking, Show your boss who’s the boss – Jonathan O’Donnell
![Page 35: Web Analytics, Multiplicity, & Synergy - PixelMEDIA](https://reader035.vdocument.in/reader035/viewer/2022081605/58efcfc41a28abbd6f8b45c3/html5/thumbnails/35.jpg)
Thank you!Jonathan O’Donnell
@ODSays @PixelMEDIAPixelMEDIA.comPixelMEDIACompass.com