miss stem december 2015

THE DIGITAL ANALYTICS WORLD

JOANNE CASEY | GLOWMETRICS

16th December 2015

WHO WE ARE

StartedinMarch2013,tofocusonprovidingaservicewhichhelpsbusinessesunderstandtheircustomersbe=erthrough

be=erdigitaldataanalysis.

OneofonlyaselecAonof15companieschosentoparAcipateinInvestNI’sAcceleraAngGrowthprogramme.

SelectedasapreferredsupplierforCoca-ColaHellenicaKera

compeAAvepitchprocess.

Inthelastyearhavewehavebeenfinalistin: -The2015SMEAwards

-EirSpiders -WomenInBusinessAwards

-FirstTrustBusinessEyeAwards.

OrganiseandsponsorMeasureBowlingIreland(BelfastandDublin)-Europe’sbiggestDigitalAnalyAcscommunityget-together(takesplaceacross20differentotherciAes).

Highlights Meettheteam

JoanneCaseyManagingDirector

MichaelWilsonDigitalDataAnalyst

CatrionaHenryDigitalMarke7ngAssistant

WHAT WE DO

WhatWeDo •  Search Engine OpFmisaFon –  Search Engine OpFmisaFon Audit

–  Ongoing Management & ReporFng

–  Training

•  Search Engine MarkeFng (PPC)

–  Campaign Build

–  Ongoing Management & ReporFng

–  Training

•  Social Media Management

–  Ad Campaigns

–  Management of Content & ReporFng

–  Social AnalyFcs Audit

–  Training

•  Display (including video) AdverFsing

–  Campaign Build

–  Ongoing Management & ReporFng

–  Training

•  Web AnalyFcs

-  Measurement ValidaFon -  Analysis and Insights -  OpFmisaFon Strategy -  Intelligent ReporFng -  Training

•  Tag Management -  GTM Set-Up -  GTM Consultancy -  GTM Management -  Training

•  Social AnalyFcs - MarkeFng Management -  CompeFtor Benchmarking -  Influencer IdenFficaFon -  Market Research -  Monitoring and Alerts -  Training

CLIENT LIST 2015

A LiZle About Me:

•  GCSE

•  A-Levels

•  University

•  Work life –  Pay-Per-Click

–  SEO –  AnalyFcs

What is Pay-Per-Click AdverFsing and SEO?

Pay-Per-Click & SEO

MarkeFng Maths Digital AnalyFcs

Digital AnalyFcs

What is Digital AnalyFcs ? “Digital AnalyFcs is the measurement, collecFon, analysis and reporFng of Internet data for the purposes of understanding and opFmising web and markeFng usage” - Web AnalyFcs AssociaFon

AnalyFcs tools provide access to the complete user journey: from the origin of website traffic, to how users navigate and interact with a website to how

users exit.

Search for “Adventure

Holiday” View 5 pages

Downloaded a brochure

Origin AcFvity

Goals

BREAKOUT SESSION

What informaFon do you think businesses can track about you?

1.  _____________

2.  _____________

3.  _____________

4.  _____________

5.  _____________

Mobile device you are on

LocaFon

What you searched for

How long you stayed on a website

How long before you came back

How long you stayed on a website

Where you dropped off on a website

How ogen you come back

If you’ve been to the website before

Where you click most

Slide § 14

Request made to server to display page

Page is served & Javascript Code Executed

Cookies are dropped & webpage sends data to Google Servers

Data is captured And processed

Processed Data Is accessed via The GA interface

How does Google AnalyFcs Work?

What is Digital AnalyFcs ?

ReporFng on Stat: – Visits – Unique Visitors

– Pageviews – Pages-Per-Visit – Time-on-Site

– New Visitors – Returning Visitors

Reaping AcFonable insights: – Where does your most

valuable traffic come from? – How do visitors from mobile

engage differently from desktop visitors?

– Where and why are you loosing visitors?

– How is your offline impacFng online sales?

A Typical Day… – Match a businesses media plan (TV, Press & Radio)

with online traffic figures

– Train markeFng teams within a business on how they can get insight from their digital data

–  Advise companies on how to structure their website beZer

– Map their digital adverFsing spend to foolall numbers

–  InvesFgate how social campaigns are impacFng sales on the website

What can a business do with this data?

RemarkeFng through Google AnalyFcs

RemarkeFng through Google AnalyFcs

Tesco Clubcard

Used for: •  Depot Stock

•  Weather

•  Reducing Waste

• “We’re in a new era of retailing – the era of mass personalisaFon…

• …It will offer cheaper products to price-sensiFve customers and luxury products to wealthier customers…

• …The power of this approach was born out by a test we did to sell maZresses. When a customer visited our website, we would use Clubcard data to tell us if the customer was more swayed by price or quality. We’d then display the type of maZress that best reflected that shopper’s characterisFc. Sales grew by 10%.”

Source: Tesco’s chief execuFve Philip Clarke, at the Global Summit of the Consumer Goods Forum, Turkey

Tesco Clubcard

Working in Digital AnalyFcs •  Helps to have a love for Maths/ Numbers

•  Helps to have an interest in MarkeFng

•  Need to keep up-to-date

with latest developments/changes in the market

Being an Entrepreneur •  Financial Funding from Invest NI

•  Mentoring opportuniFes from

‘Go for Growth’ Programme or ‘Women In Business’ Group

•  You don’t need to be #1 Brainbox but need to love what you do!

Slide § 24

QuesFons?

Email: joanne@glowmetrics.com