Five Analytics Tips for Top Marketers

Feras AlhlouPrincipal Consultant, E-Nor

@ferasa

www.e-nor.com

Agenda

• More Data Than Ever

• Tips– People, Process & Technology– The Power of Segmentation– It’s All About Visitors– Optimize What Matters Most– Deriving Insights

• Husband • Father: 3 children• Volunteering, Reading, Skiing & Martial Arts• Co-chair of the Digital Marketing Association (DAA) – San Francisco Chapter• Principal Consultant/Co-founder E-Nor: Santa Clara/LA/Dallas/Tampa/NYC/Brussels

Data is everywhere…

… and we have lots of it!

source: decisionstats.com

One minute…

Mobile Analytics

http://www.thinkwithgoogle.com/insights

Tip 1: Think People, Process not just Technology

People

Process

Technology

Digital Analytics Solution Design

When and How to Bring the Analytics Team

Source: Google Analytics

Tip 2:Segmentation – Do or Die!

• The act of dividing or partitioning; separation by the creation of a boundary that divides or keeps apart 

Channel Segmentation

Intuitive, innovative data visualizations

Site Data: www.googlestore.com

Aggregates are good but…

Content Consumption - What can we measure?

• Events – User Interactions

• Videos

• Downloads

• Outbound Links

• Outcomes

Source: Google Analytics

Tip 3: Gone are the Visits… It’s all about Visitors

Source: Google Analytics

Source: Google Analytics

Trends in Education

• Florida Lynn University– iPads “truly modern college experience”

• Student debt reaching 1 Trillion– More economical solutions

• Online learning• eTextbooks

“Unique Visitors”

Unique Visitors 5X > Actual Number of Students

Tip 4: Optimize What Matters Most

Finding the needle in the needle stack!

Response Data– Optimize on Click-thrus (ok)

– Optimize on Conversion (good)

– Optimize on Life Time Value (AWESOME)

One User – Multiple Browsers

One User - Mobile & Web

Tip 5:Deriving Insights Can’t Be Done in a Vacuum

Data WarehouseWeb Analytics

Search

Social

Mobile Offline

CRM

Qualitative

Cost Data

Premium is built off an amazing platform…

Minimize setup time, maximize data exploration

Enable data-driven decision making across the company

Integrated with key Google products

…but with much more of what you need

10x Custom VariablesCustomize your data.

Standard Premium

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Up to 12x Fresher DataAccess your data faster.

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Standard Premium Standard Premium Standard Premium Standard Premium

Source: Google Analytics

Google BigQuery

Source: Tableau Software

Customer 360 View

The Five Tips

• People, Process & Technology

• The Power of Segmentation

• It’s All About Visitors

• Optimize What Matters Most

• Deriving Insights

The Analytics Muscle Unused Will Atrophy

Move The Needle

Move The Needle

• What is the first thing to do after watching your class? • Identify three Key Performance Indicators

• Identify Key Segments• Geography • Traffic Channels• Visitor Types

Move The Needle

 www.onlinemarketinginstitute.org 

Thank You!

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