adopting a data-driven philosophy in your organization

@markfsimmons MixedDigital.com

The #Data-Driven Philosophy

Organization

Contents

• Data-Driven Philosophy• Analytics• Advanced Analytics• Case Studies• Q&A

What is #Data-Driven?

• Marketing• Sales• Customer Service• Human Resources• Supply Chain• Manufacturing• IT

Big Data vs. #SmartData

Organizational Resistance – Fear & “Accountability Creep”

Organizational Benefits

Adoption, Investment, Implementation

Web AnalyticsBrief Explanation

Web AnalyticsHistory & Evolution

Counters

Conversion

Trackers (Atlas, DART)

Analytics Suites

Multi-Channel

3rd party integratio

Mobile

Predictive

Universal

Web AnalyticsThe Basics

• Implementation• Profiles• Filters• Goals• Funnels• Webmaster• Demographics• Adwords

Web Analytics: AdvancedEvent Tracking

• Advantages• Implementation• Assessment

Web Analytics: AdvancedEvent Tracking: Advantages

Event tracking provides insight into the behavior of your visitors by tracking the specific actions taken throughout the site. This identifies opportunity to edit content, provide additional content or implement technical changes to impact user experience.

Web Analytics: AdvancedEvent Tracking: Implementation

• Requires editing the analytics tracking code• Google Tag Manager – simplifies• Naming Convention

Category Action Label White Papers Download [name of white paper] Articles Download [name of article] Brochures Download [name of brochure] Support Literature Download [name of literature] Video – [topical, bio, promotional] View [title] High Value Links Click [destination]

Web Analytics: AdvancedEvent Tracking: Assessment

• What is our most popular piece of downloadable content?

• How often do visitors click the subscribe button?• What channel drives the most video views?• What roles does social play in content

consumption?

Web Analytics: AdvancedMulti-Channel Analysis

• Multi Channel Attribution• Top Conversion Paths• Assisted Conversions• Custom Channel Groupings

Web Analytics: AdvancedMulti-Channel Analysis: Attribution

Assist

Last90 Days

Web Analytics: AdvancedMulti-Channel Analysis: Top Conversion Paths

Web Analytics: AdvancedMulti-Channel Analysis: Assisted Conversions

Web Analytics: AdvancedMulti-Channel Analysis: Custom Channel

Groupings

• Standard channels• Allow a deeper, customized view of your

data• Creating a custom channel• Reporting

Groupings

Web Analytics: AdvancedAdvanced Segments: Definition

“Advanced segments allow you to isolate and analyze subsets of sessions and users to gain deeper insights.”

Tweetable!

Web Analytics: AdvancedAdvanced Segments: Standard Segments

Web Analytics: AdvancedAdvanced Segments: Custom Segments

Web Analytics: AdvancedAdvanced Segments: Examples

• Users from the MidWest, whose revenue exceeded $1,000 and sessions where the medium was cpc

• Android users, coming from display ads, that generated at least $100 in revenue

Web Analytics: AdvancedContent Grouping: Definition

“Content grouping lets you group content into a logical structure based on how you view your site or app.”

Tweetable!

Web Analytics: AdvancedContent Grouping: Examples – E-Commerce

Casual

Athletic

Shirts Pants

Shoes Shirts Pants

Web Analytics: AdvancedContent Grouping: Examples – B2B

Clients

Research Books Training Videos

Prospects

White Papers

Case Studies SlideShare

Web Analytics: AdvancedContent Grouping: Implementation

1.Change Code2.Rules-based3.Regex

Web Analytics: AdvancedContent Grouping: Implementation - Code

Modification

Modify the code on each page to identify the index number and content group to which the content belongs

Web Analytics: AdvancedContent Grouping: Implementation – Rules &

Rules:

page > contains > books

Regex (Extraction):

Page > /Men/(.*)/Page Title > (.*shirts).*

Web Analytics: AdvancedContent Grouping: Reporting

Content Grouping is a primary dimension

Case StudiesLead Generation

• B2B company focused on workforce housing industry

• Used advanced segments to analyze visitor behavior

• Discovered visitors that consumed digital assets were 3x more likely to complete form and that repeat visitors converted 50% more often

• Began increasing promotion of digital assets via paid search, social media and on the site

• Successfully tested retargeting• Increased leads ~25% within 6 months

Case StudiesE-Commerce

• E-commerce company selling essential oils and wellness products

• Used content grouping, advanced segments and multi-channel funnels to analyze performance

• Discovered that singles outperformed blends, women outspent men 3 to 1 and that social media played a large role in first click attribution

• Changed the way singles are merchandised and marketed, launched a presence on Pinterest and targeted female-centric sites, revamped the social strategy to better position the products.

• All together, sales increased ~250% over a 6 month timeframe

Mark F SimmonsChief Strategist, Mixed Digital

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