miss stem december 2015
TRANSCRIPT
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!
