predictive marketing using google analytics

Confidential & Proprietary

Predictive Marketing using Google Analytics

@BarryHand / #PredictConf

@BarryHandOwner at Handmade Marketing (handmademarketing.ie)

Trainer at Analytics Training (analyticstraining.ie)

Lecturer in Digital Marketing & Analytics at Dublin Institute of Technology (dit.ie/digitalmarketing)

Will this blog post go viral?

What content is worth promoting?

Is this tweet more or less likely to work?


Marketers want to know:

Technology +Expertise +Resources

Only a few companies have access to this…

Predicting the future:


Website Analytics

All websites have access to some form of analytics

But…difficult to take advantage oftrending or real time data

Approach

1. Identify hourly traffic performance

2. Calculate average sessions per day

3. Establish baseline

4. Use this to predict content performance


Performance viewSort by hour

Sample period12 weeks / 84 days1

2 3

Add hourly % together until 25% is reached

(Lower Quartile)

Average daily sessions =

Total sessions / 84 days =

79,776

84 days

Baseline

25% of avg. daily sessions=

19,944

Baseline

At 10.30am,if we have more than 19,944 sessions,

it’s good

What’s trending?

Find out what is driving traffic to what pages ?

Acquisition > Source/Medium

Acquisition > Source/Medium Report

Secondary dimension“Destination page”

Acquisition > Source/Medium Report

What next?

• Push this content through other channels

• Use social/paid advertising to further amplify

• Create supporting content

• Edit content to further engage users


Takeaways

1. Predictive analytics is accessible for all

2. Use for forecasting in-day performance

3. Make better decisions based on data

4. Analytics is your friend!

Thanks :)

@BarryHand