[elite camp 2016] yehoshua coren - strategic and tactical implementation and analysis techniques
TRANSCRIPT
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Strategic & TacticalImplementation & Analysis
Techniques
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THANK YOU!
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I Use Twitter@analyticsninja
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STEP 1:STRATEGY BEFOREIMPLEMENTATION
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Web Analytics: Definition
Digital Analytics Association:
Web Analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizingweb usage.
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http://www.analyticspros.com/blog/google-analytics/web-analytics-planning-model/
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Dimensions and Metrics are the building blocks of GA –
KNOW THEM WELL
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Custom Reports Allow You To
Drill down to the good stuff
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Custom Reports – The ABC’s
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Add Micro Conversions On A Separate Tab (Metric Group)
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Configure Horizontal Funnels
@analyticsninja
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Events vs. Custom Metrics
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Custom Metrics can serve as event tracking on steroids
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Custom Metrics can serve as event tracking on steroids
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Track your top 10-15 actions with Custom Metrics
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Track your top 10-15 actions with Custom Metrics
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Calculated Metrics FTW!
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Calculated Metrics FTW!
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Add Calculated Metrics to your custom reports for insights
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What do to next?
More prominent placement of those categories on the site (in recommended or featured content blocks)
Stronger keyword focus for paid and organic search
Test free sample buttons on those pages
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Avoid Data Wandering via @tgwilson
I believe… [some idea about the site or channel]
If I am right, we will… [take some specific action]
http://www.practicalecommerce.com/articles/4106-Google-Analytics-How-to-Avoid-Data-wandering
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“Conversion Rate” as a metric in
Google Analytics?
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The “denominator” in GA’s conversion
rate is “wrong”
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STEP 2:Be really clear about your #measure objectives.
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Make sure you’re able to segment your content
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www.lunametrics.com/blog/2014/01/24/classify-blog-posts-analytics-content-groupings
Use these as content groupings
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Look at broader business objectives over time
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Publishers have long term goals of increasing content consumption per user
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It can be easy to get stuck in the “session” mud because of GA’s
defaults
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Use pan-session reports and user based analysis then find the segments
that lead to money
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Create Session Scoring
http://michele.webanalyticsdemystified.com/2013/09/better-ways-to-measure-content-engagement-than-time-metrics.html
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Create Session Scoring
http://michele.webanalyticsdemystified.com/2013/09/better-ways-to-measure-content-engagement-than-time-metrics.html
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STEP 3:Segment, Segment, Segment, Segment, Segment, Segment, Segment, Segment, Segment, Segment, Segment, Segment, Segment, Segment, Segment, Segment, Segment, Segment.
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Two Tiered Segmentation
Traditional visitor segmentation based on persona or relationship
Visit or unit-of-work based segmentation that is behavioral and is designed to capture the visit intent.
@garyangel
http://semphonic.blogs.com/semangel/2011/04/semphonics-two-tiered-segmentation-segmentation-for-digital-analytics-done-right.html
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Ecommerce Example
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B2B Example
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Smart Data Layer => Smart Decisions
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Smart Data Layer => Smart Decisions
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Smart Data Layer => Smart Decisions
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Web Development and Project Management courses had
higher % of people viewing registration form but not
registering.
Good place to start with A/B testing hypotheses since it is an
area with opportunity
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STEP 4:Discover User Intent
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With analytics we measure specific actions (read: intent) taken at a
specific times
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With analytics we measure specific actions (read: intent) taken at a
specific times
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Hit Level Segmentation is possible in Google Analytics
when you use sequence based segments
@charlesfarina
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Dimensions + Metrics #measure intent
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Dimensions + Metrics #measure intent
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Intent, Intent, Intent
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STEP 5:Reach your customer’s with the right message using laser-focused remarketing tactics.
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This is a typical remarketing list
http://www.digitalmarketer.com/remarketing-grid/@thegoogleguy Mike Rhodes
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However, there is an important segment of people we want to influence
http://www.digitalmarketer.com/remarketing-grid/@thegoogleguy Mike Rhodes
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How do we know who’s interested?
The only real way to #measure the “why” behind people’s actions is to ask them. Qualitative data #ftw.
However, quantitative data can allow us to make inferences into visitor intent.
Let’s brainstorm some examples:
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Micro-conversions as indication of interest and potential value
Add to cartAdd to wishlistViewed videoBegan filling out a formCompared items / optionsLive chatDiscover your own…
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Let’s break that down into time cohorts
http://www.digitalmarketer.com/remarketing-grid/@thegoogleguy Mike Rhodes
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Choose appropriate membership durations for your remarketing lists
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Time Decay Decreasing Bid Modifiers
http://www.digitalmarketer.com/remarketing-grid/@thegoogleguy Mike Rhodes
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Fight Banner Fatigue
http://www.digitalmarketer.com/remarketing-grid/@thegoogleguy Mike Rhodes
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How to remarket to parents
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He’s 4 months old
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Measuring people’s actions on the website can be used to build remarketing lists
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What do we know about my purchase?
Age of childGender of childType of product purchasedHow silly the parents are willing to make the kid look by having matching outfits all covered with panda bears and crap like that
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How should you target me the buyer?
For next two months, show me age appropriate product cross sellsBetween 3-6 months from now, show me more products that are age appropriate (like shoes because he’s going to start walking).Same goes for 6-12 months…After 12 months sell my customer information to a predatory loan shark since I’ll probably be looking for some financial assistance
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RECAP!
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RECAP!Plan your data collection. Document it well.
Mission Driven segmentation capabilities will open the door for insights.
Use the ABCs in all your custom reports, and include horizontal funnels.
Two types of segmentation.
Hit Level Segmentation reveals INTENT.
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RECAP!Retarget the “interested” people on your site
with time decay bid modifiers for RLSAs and Display.
For longer campaigns, use an “on/off” approach with adds to combat banner fatigue (and set impression caps!)
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RECAP!Segment, segment, segment, segment,
segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment,segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment, segment