gcd-measurement&analytics-week11
TRANSCRIPT
Measurement & Analytics
Resources
• http://analytics.blogspot.com/• http://www.smartinsights.com/strategy/digital-marketi
ng-strategy/• http://www.kaushik.net/avinash/ (google evangelist)• http://www.advanced-web-metrics.com/blog/• http://twitter.com/#!/brianclifton• http://twitter.com/#!/davechaffey• http://www.roirevolution.com/blog/• http://online-behavior.com/• http://online-behavior.com/
SMART KPIs
SMART stands for goals or KPIs that are:
• Specific. Is the objective applied to measure real-world problems an opportunities
and drive performance?
• Measurable. Can a quantitative or qualitative attribute be used as a measure?
• Actionable. Can the information be used to improve performance? If the objective
doesn’t change behaviour in staff to help them improve performance, there is little
point in it!
• Relevant. Can the information be applied to the specific problem faced by
organisations?
• Time-related. Does the goal cover a period like month, quarter or year?
Creating a Measurement Framework
Objectives
• Increase sales• Increase Awareness of Brand and Services on Online
Channels• Increase Customer Retention Rates• Increase Engagement levels on Online Channels• Increase Customer Services Channels and Coverage• Increase Customer Share Of Voice Online• Raise Awareness of New Services using Social Channels• Reduce Customer Acquisition Costs• Reduce Customer Service Costs• Increase quantity and quality of B2B Leads
Goals
• Increase Average order size• Reduce cart abandonment rates• Increase number of marketing qualified leads• Increase % of leads to closed business• Increase # of branded traffic to site• Increase length of time on site areas• Increase # of email subscriptions• Increase # of social media likes, comments and
shares
Typical Trackable KPIs
• Rate & Value of Conversions• Average order size (ecommerce apps)• Customer Lifetime Value• Average Revenue Per User• Abandonment rates• Cost per Lead & Cost Per Sale• Core Bounce rates• Frequency and Return rates
Metrics
• Traffic Related Statistics– # Page Views, Visits, Unique Visitors
• Channel Statistics – Decomposition of Organic, Paid, Email, Direct etc..
• Social Stats– # of Twitter, FB, Blog, LinkedIn followers/comments
• # of 3rd Party Links – Partners, Referrals, Promotions, Affiliates
• # of Newsletter signups• # of Site Specific Downloads
– Webinar Views, Articles, Whitepapers, podcasts
Measurement Framwork
Simple Example
Measurement Summary
• Business Objectives – High level Goals– Increase Sales, Increase customer retention, Reduce Acquisition Costs,
Increase # of leads, Increase share of voice, Increase quality of leads to sales
• Goals – Deconstructed achievables to be measured– Increase conversion rate, reduce cart abandonment, increase branded
traffic etc• Key Performance Indicators – units of measurement to tell you if meeting
goals– Conversion rates, abandonment rates, CPA, CPL etc.
Cumulative Increment Work-Through
Google Analytics
Add GA Code
Tracking Txns
Ways to Monitor Site Performance
Acquisition Strategy
• How good is the acquisition strategy? Traffic Sources Report.
Around 40% to 50% Search is normal 20% or so Direct Traffic.20% to 30% Referring Sites10% Campaigns
Check Visitor Loyalty & Recency
Recency
Length of Visit
Landing Page Performance
• Landing Page Performance
Custom Alerts
Tip: Use Custom Alerts in your systemTip: Use Custom Alerts in your system
Segmenting your audience by setting up advanced segments
Segmentation
• Key referring segments:
• Search
• Paid vs Natural
• Branded vs non-branded
• Email marketing
• Affiliates
• Social media
• Don’t forget:
• New vs returning/customer non-customer
• First and last referrer. Use attribution scripts:
http://www.google.com/support/forum/p/Google+Analytics/thread?tid=0e672a6afb56558c&hl=en
Segmenting Search
Other Segmentation Options1. Segmentation by Referrer / Traffic source:• Paid• Natural• Paid and natural brand and non-brand• By number of keywords – 2,3,4• Social media 2. Segmentation by Visitor Type• New visitor• Returning visitor• Registered visitor• Customer
3. Segmentation by Engagement• 5 pages,• <3 pages
4. Segmentation by Content Viewed • Key landing page• Product page• Checkout complete• Folders for large organisation
5. Segmentation by Landing Page Type
6. Segmentation by Event:• Conversion goal types and E-
commerce
7. Segmentation by Platform (less important)
• Browser• Screen resolution• Mobile platforms
8. Segmentation by Location • Main markets• UK• US• FIGS• ROW
+ By behaviour – search and browse
See
http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/
Customisation Technique:Goals and funnels
Filter example
20 goals in GA so group them!
Setting up conversion goals
► Remember to►Setup multiple conversion goals►Attach notional value to each►Can then assess $Index value by referrer and content
► Ecommerce sites have specific product value attached so generally best not to add value to non-sales goal
Conversion funnels► These can be setup for each conversion goal► Example: Email sign-up, Landing page, checkout► Consider higher level funnels – or use conversion goals for these
Simple funnel setup and what NOT to do
Gotchas 1. The match type also applies to the funnel care with exact match Gotchas 2. Not actually the URL start with /<page>
Gotchas 4. Missing/wrongly assigning goal value
Gotchas 5. Required step may exclude some behaviour e.g. entry deeper into funnel
Gotchas 3. Including a trailing slash /
http://www.lunametrics.com/blog/2008/06/25/funnel-problems-google-analytics/NB – Segmenting funnel: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics/
Segment your funnels!
Source: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics
Voice of Customer
Use Feedback tools for…“Why” not “What”
http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/
http://www.4qsurvey.com/
“Bad web site. Difficult to find item as no search box provided for short cut”
“I can't find any prices on your website” “Would like to see where I can buy products from” .
Voice of the customer
Gaining site and business innovation ideas through Uservoice
Tools
• http://analyticsvisualizations.appspot.com/juicekit/AnalyticsVisualization.html
• www.wordle.net• www.iperceptions.com• www.kamplyle.com• www.getsatisfaction.com• www.uservoice.com• www.polldaddy.com• www.surveymonkey.com