4 steps to measurement success - digitalnow: fmcg (2011-03-24)

Google Confidential and Proprietary 1

4 Steps to Measurement Success Measure. Take Action. Succeed.

Vinoaj Vijeyakumaar Senior Conversion Specialist, Google Southeast Asia

http://twitter.com/vinoaj #digitalnow

http://conversionroom-japac.blogspot.com

@vinoaj #digitalnow 2

Why measure? http://www.flickr.com/photos/screenpunk/2787210951/

@vinoaj #digitalnow 3 http://www.flickr.com/photos/kayaker1204/4319542459/

@vinoaj #digitalnow

The Role of the Web Analyst

4 http://www.flickr.com/photos/kire/797533507/sizes/o/in/photostream/

Reporting Actionable Insights

@vinoaj #digitalnow

What does “Action” mean?

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Discovering new opportunities (eg. New markets, hot trends, customer segments)

Improving marketing strategies (eg. New placements, optimise creatives)

Enhancing the user experience (eg. More compelling landing pages)

Optimisation Making every

marketing dollar work harder

@vinoaj #digitalnow

Today: Measure. Take Action. Succeed.

4 Steps to Measurement Success

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Select Your Measurement Platform Define Your Goals Implement Your Measurement Platform Take Action on Your Data

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2

4

3

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THU

@vinoaj #digitalnow

d

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Step 1: Select Your Measurement Platform

http://www.flickr.com/photos/kayaker1204/4319542459/

@vinoaj #digitalnow

Measurement as a Platform

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Measure

Traffic Sources

Paid (network-

independent)

Organic (Google, Bing,

Yahoo!, Baidu, …)

Referrals, partners, affiliates

…

Web Technologies HTML, AJAX Flash, Flex,

Silverlight Mobile sites & applications …

Presence Websites

(web, mobile, …)

Social (Twitter,

Facebook, …)

Offline (call centres, stores, …)

…

@vinoaj #digitalnow 9

google.com.sg/analytics

@vinoaj #digitalnow 10

Step 2: Define Your Goals

http://www.flickr.com/photos/angietorres/4564135255/

@vinoaj #digitalnow

STA

GE

GO

ALS

Measuring Goals along the Purchase Funnel

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Awareness Consideration Preference Action

Purchased my product/service

Spent > 3 mins on my site

Visited > 2 pages on my site

Visited “About Us” page

Watched our product video

Visited “Product Features” page

Created membership account

Subscribed to newsletter

Clicked on “Join Facebook” button

Used my store locator

Downloaded a coupon

@vinoaj #digitalnow

Goals Bring Context to Numbers

Google Store’s Top 10 markets by volume of visitors

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We’re doing awesome in Brazil! Right?

INSIG

HT

@vinoaj #digitalnow

Goals Bring Context to Numbers

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Wow, Brazil doesn’t even factor into our Top 10 markets by conversion rate. Not good!

INSIG

HT

•  Provide localised content in Brazilian Portuguese

•  Offer more attractive shipping rates for Brazil

•  Are we accepting common forms of payment in Brazil?

•  Should we open up a physical store?

AC

TION

@vinoaj #digitalnow 14

Funnel Reporting

Entering the funnel Leaving the funnel

Goal

Lost opportunity

@vinoaj #digitalnow 15

Step 3: Implement your measurement platform

http://www.flickr.com/photos/bre/552152780/

@vinoaj #digitalnow

Implementation

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@vinoaj #digitalnow

360 Degree Tracking

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@vinoaj #digitalnow

URL Campaign Variables

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http://www.yoursite.com/landingpage.html?utm_source=yahoo&utm_medium=cpc&utm_campaign=Jan+2011+Campaign&utm_term=my+keyword

http://www.yoursite.com/landingpage.html?utm_source=twitter&utm_medium=tweet&utm_campaign=Jan+03+One+Day+Sale

http://www.yoursite.com/landingpage.html?utm_source=email&utm_medium=link&utm_campaign=Jan+2011+Newsletter

@vinoaj #digitalnow

Compare the efficacy of multiple channels

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Tracking Offline Campaigns

•  Use manual tags to track offline campaigns

•  Applies to print, TV, radio

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http://www.flickr.com/photos/ferneyes/469259974/

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Track Print Campaigns with Vanity URLs

www.mysite.com/MySale

redirects to

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Dimension Value Source Print Medium Ad Campaign Straits Times Mar 2011 Ad Content Full Page Ad

http://www.yoursite.com/landingpage.html?utm_source=print&utm_medium=ad&utm_campaign=Straits+Times+Mar+2011&utm_content=Full+Page+Ad

@vinoaj #digitalnow

Outdoor Advertising

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http://www.yoursite.com/landingpage.html?utm_source=poster& utm_medium=qr& utm_campaign=Customer+Acquisition& utm_content=City+Hall+MRT

http://www.flickr.com/photos/adambowie/3084612861/

@vinoaj #digitalnow

Email Signatures

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http://conversionroom-japac.blogspot.com/?utm_source=email&utm_medium=signature&utm_campaign=Signature

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Shifting towards non-line marketing

Online Offline

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Tracking online > offline: Unique coupon codes

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http://www.flickr.com/photos/roadsidepictures/3310630734/

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Tracking online > offline: Unique phone numbers

•  Generate a unique phone number for each channel/campaign/ad group

•  Track calls to these numbers, and treat as lead-generation conversions for that campaign

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@vinoaj #digitalnow

Tracking online > offline: GA API Solutions

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http://google.com/analytics/apps

@vinoaj #digitalnow 28

Step 4: Take Action on your data

http://www.flickr.com/photos/levork/2530374904/

@vinoaj #digitalnow

Pand

ji Pr

agiw

akso

no

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Popular Indonesian entertainer.

Rapper, broadcaster, TV personality, author, and …

Web analyst!

@vinoaj #digitalnow

Marketing Strategy

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•  Maximise reach: bring Pandji’s works to as many people as possible.

•  Upcoming launch of “Merdesa”. Obj

ectiv

es

•  An independent artist – small marketing budgets

•  Need to be smart about budget usage in order to maximise reach. C

halle

nges

•  Leverage the Web as a scalable and cost-efficient medium.

•  Rely on web analytics to understand the needs and wants of Pandji’s consumers (fans). So

lutio

ns

@vinoaj #digitalnow

Understanding the Consumer

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“What do Pandji’s fans want? What interests them? What are they looking for?”

“What’s our most effective way to reach Pandji’s fans

in a cost-effective manner?”

@vinoaj #digitalnow

Content as a Barometer of Consumer Interest

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•  Top Content report: which content people enjoyed the most

• A majority of visitors are viewing the “for-you” page – thus showing a strong interest in Pandji’s latest works

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Site Search as a Barometer of Consumer Interest

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• Site Search report: what are people searching for once they reach our site?

• Majority of searches were for titles of recent releases

@vinoaj #digitalnow

Evaluating Social Media Channels

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http://www.yoursite.com/landingpage.html?utm_source=twitter&utm_medium=promoSMM&utm_campaign=Campaign

http://www.yoursite.com/landingpage.html?utm_source=facebook&utm_medium=promoSMM&utm_campaign=Campaign

•  Twitter promo campaigns were more effective that Facebook promo campaigns and organic Twitter and Facebook traffic

@vinoaj #digitalnow

Merdesa Marketing Strategy

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•  Put Merdesa in the hands of many fans as possible. Give it away for free!

•  Use Google Analytics insights to understand how to reach our consumers effectively and efficiently. O

bjec

tives

•  Adopt a 100% web distribution strategy.

•  Promote through social media, focusing heavily on Twitter.

Solu

tions

•  November 2010

•  8400 Unique Pageviews (8,400 shoppers!)

•  14,000 tracks downloaded

Res

ults

@vinoaj #digitalnow 36

In Conclusion …

http://www.flickr.com/photos/levork/2530374904/

@vinoaj #digitalnow

4 Steps to Measurement Success

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Step 1: Select Your Measurement Platform

Step 2: Define Your Goals

Step 3: Implement Your Measurement Platform

Step 4: Take Action on Your Data

@vinoaj #digitalnow

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Thank You! Q&A

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http://twitter.com/vinoaj

http://conversionroom-japac.blogspot.com