google analytics for enhanced marketing measurement

Digital Marketing Webinar Enhanced Marketing Measurement with

Google Analytics Dec 19, 2014 | Swapnil Sinha (Head of Conversions at

Google)

www.digitalvidya.com

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Basics  –  The  building  blocks    

Seg4entation  

Marketing  ROI  for  Offline  Touches  

12

3

Testing  4

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What are the

Basics to building an effective marketing measurement

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Implementation Tricks

Tag all your pages Customers first, Tag later!

Define your unique Pageview Use Cookies, they are delicious

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Identify all Traffic Sources with UTM Parameters

http://www.yoursite.com/landingpage.html?utm_source=google&utm_medium=cpc&utm_campaign=Dec+2014+Campaign&utm_term=my+keyword

http://www.yoursite.com/landingpage.html?utm_source=twitter&utm_medium=tweet&utm_campaign=Dec+18+One+Day+Sale

http://www.yoursite.com/landingpage.html?utm_source=email&utm_medium=link&utm_campaign=Dec+2014+Newsletter

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Auto-tag all Google Adwords Campaigns 1

Manually tag UTM parameters for non-Adwords 2

Manually UTM tag all non-Google campaigns

3

Capture data at the lowest granularity possible

4

Tag Website Traffic Sources

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Implementation Tricks

Self Referral indicates an issue Beware of Redirects

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Basics Continued

Ad Click Site visit Ensure Channels are categorized (Channel Groupings)

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Goals – Add context to numbers

Micro vs. Macro Conversions

•  Product Searches

•  Product Views

•  Register / Login

•  Signup for Deals / Newsletter

•  Clicks to “Contact Us” Page / Store Locator

•  Transaction

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Value the Goals – Helps evaluate marketing ROI

•  Conversion Rate = # Transactions / # of

Goals.

•  Assume a Conversion Rate of 1%

•  Assume Avg. Tx Value = Rs. 5000

•  For every 100 Goals, a revenue of Rs.

5000 is generated

•  Per goal value = 5000/100 = Rs. 50

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Ensure you use Ecommerce tracking module 1

Track category, product and price data 2

Ecommerce Tracking

Segmentation

Seg4entation  

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The Power of Segmentation

"Analyzing data in aggregate is a crime against humanity.” - Avinash Kaushik

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The Power of Segmentation

Aggregate data works on the assumption that all site visitors are identical

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Advanced Segments offers more insights now

User Segments

Segments users (and not just sessions) visiting your website or the

App

Sequence Filters

This allows for creating a sequence of filters across session to track

cross-visit user behaviour

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Internal Search based segmentation What Products they are searching for? •  Airlines / Hotels •  Computer Accessories •  Brands •  Services •  Holiday Destinations

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Identify top products being searched on website

• Design campaigns according to the products searched

•  Identify new opportunity – are there more searches from a particular location

www.xxxxxxxx.com/search=laptops

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Engagement based segmentation

Are they casual lurkers or serious buyers? •  # of micro-steps they took

•  # of products viewed

•  How far did they go in the purchase path

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Engagement based segmentation

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Source based segmentation

1.  How many conversions did I get from the segment of users who first visited the site through a specific campaign

2.  How many subsequent visits did I get from users to computer accessories, those who first visited the site through a laptop campaign

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Demographic based segmentation

What Age categories are doing well for you

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Demographic based segmentation

What Gender categories are doing well for you

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Interest based segmentation

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Creating Simple Segments

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Multiple Filter applied to a segment

Understand the behavior of the high value users from a region

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Sequence Filter

Understand the behavior of users who started the checkout process but did not purchase

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Power of Advanced Segments

“ “

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Measure  Offline  Customer    Touches  

Financial Services

Automotive Retail Travel

Business Services

Education

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1.  Allow 'hits' from offline sources, i.e. CRM systems.

2.  Tie hits to existing web customers through the User ID feature.

3.  Track these hits as goals.

RESULT: Properly attribute offline value to online marketing!

Track offline conversions with GA

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1.   Get a more complete ROI picture Your online and offline goals are recorded in one place

2.   Understand online to offline impact Measure and optimize around online marketing channels that deliver quality leads and actual revenue

3.   Remarket using offline conversions Target online marketing using offline conversion metrics

Benefits of offline conversion tracking in GA

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How would the reporting look like

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Testing  

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HiPPO: Highest Paid Persons Opinion

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How good is your gut?

Revenue per visitor

+6.3%

Source: WhichTestWon.com

vs

Version A Version B

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Marketers spend $92 to acquire traffic and

$1 to optimize it

Source: Adobe 2012 Digital Marketing Optimisation Survey

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Source: MarketingSherpa, Landing Page Handbook, 2005

Visitors spend an average of 8 seconds before deciding whether or not to remain on

a website

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What is Testing?

Test variations of the same page

Customers Visit your Website

1/3 visitors

1/3 visitors

1/3 visitors

14% Make Purchase

20% Make Purchase

2% Make Purchase

Customers Convert

Original

Combo 1

Combo 2

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Leverage Google Analytics Content Experiments

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Simple resource to start testing today

!  Free!

!  Fully integrated into GA

!  Use GA goal conversions

!  Only one tag per experiment

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Testing resulted in more leads for rightmove Original Page

Use Google website optimizer to test with different colors and wordings - 16 button variations

Winning Combination Identified

“This test has demonstrated that small changes can make a big difference,” Given the unexpectedly strong results we saw in this test we’ll be carrying out lots more testing across other parts of the site” – Website optimization manager at rightmove

Leverage free, easy to use, Google Analytics Content Experiments!

33% more leads!

Ensure “Lead form” or “Instant booking” option is available to user on all pages

Thank You!

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