Peter Howley of Empirical Path's presentation at an advertising agency Integrated Marketing Symposium August 9, 2012. Please read our blog post here: http://ow.ly/hj9YS
Website Data Analysis at Integrated Marketing Symposium
1. Website Data Analysis
Peter Howley, Principal
Empirical Path
info@empiricalpath.com
@EmpiricalPath
505-856-6131
2012 Integration Symposium
2. Agenda
‣ Introduction
‣ Status Quo
‣ Count Conversions
‣ Segment Audiences
‣ Share Insights
3. About Us
Web analytics, market
research and campaign
measurement
Founded in Washington DC
in 2002
Atlanta, NM and DC offices
Founder led web analytics
at washingtonpost.com
Google Analytics Certified
Partner
Webtrends Agency
4. Why Measure?
Defend digital
investment
Compare online to
offline
Right-size digital
investment
Re-allocate budget to
most valuable activities
Celebrate and reward
successes
Learn from mistakes
5. Status Quo
Reports with little context
that measure only how
many people entered the
funnel:
Impressions
Visits
Unique visitors
Friends
Followers
6. Count Conversions
Measure how many times
they complete the funnel
(& achieve campaign
goal):
Purchases
Social shares
Email signups
Contacts via form &
phone
File downloads
Video views
34. Thank you
Questions now?
Questions later:
info@empiricalpath.com
@EmpiricalPath or
@phowley99
Facebook.com/
EmpiricalPath
+Empirical Path Page
Notas del editor
The typical digital measurement reportLacks context: vs. plan, vs. prior period, vs. goalLacks focus on target audienceLacks impact in $
Conversions are obvious for direct response advertisersTake some thinking for other advertisersCan track phone calls using tools like IfByPhoneCan use proxies for offline conversions like looking up dealer location
This publishing client didn’t sell anythingInstead, engagement matters for ad salesBig commitment to social mediaNeeded to justify real estate and tech investment for sharing tools
Event tracking reveals user actions that don’t create a pageviewReports allow correlation with content, traffic sources, geography, technology
This publishing client had excellent organic search and a great email listBut couldn’t attribute new subscriptions to any traffic sourceBecause offer and conversion occurred on different domains
Client can also see how some campaigns “assist” conversion.For example, someone who first uses organic search to reach the site, then visits directly to subscribe later.Both channels can get credit.
Now client can see Goal Flow for any key segmentsShows drop-off among various steps on checkoutShows how many visits from each source, keyword, state, and other segment start and finish checkout
Segments can be anything that is worth tracking and studying Analytics track some out of the box: state, browser, monitor resolution, new v. returning, search engine keywordOthers you can customize based on visitor behavior
Our university client serves varying constituencies
Now all standard and custom reports can include these SegmentsHere are Goal completions for each segment, for instance.Could do Goal Completions by Segment by Traffic Source.Could do Pages per Visit as an engagement metric by Segment.
The most important segment is, which campaign brought the visitor?Empirical Path is just a modest B2B advertiser, but we pay for campaigns.
We’re also experimenting in every social medium.And we send digital measurement tips to our mailing list quarterly.
But we get the most visits and leads from our software and staffing partnerships.That’s a dozen or more campaigns; how can consumer advertisers track hundreds?
The tool adds some parameters to landing page URLs These don’t affect page load
We recommend a spreadsheet tool to speed up “tagging” campaign landing pagesOften a Google Doc to be shared by everyone in an organization who creates inbound links.One row for each link or links, as granular as you want to go.E.g., email > November blast > lapsed customer list > top story > image link.Requires rules on naming and capitalization to be most effective.Can power more than one analytics tool when agencies and clients use many.
Google Analytics tags add three to five dimensions to each campaign link.Most important for email marketing, which is counted as either “direct” or “referral”; it is neitherOpens up campaign reporting drill-down capabilities in Google Analytics and Clicky, for starters.But “garbage in, garbage out.”
Google Analytics tags add three to five dimensions to each campaign link.Most important for email marketing, which is counted as either “direct” or “referral”; it is neitherOpens up campaign reporting drill-down capabilities in Google Analytics and Clicky, for starters.But “garbage in, garbage out.”
Google Analytics tags add three to five dimensions to each campaign link.Most important for email marketing, which is counted as either “direct” or “referral”; it is neitherOpens up campaign reporting drill-down capabilities in Google Analytics and Clicky, for starters.But “garbage in, garbage out.”
As with testing, all the metrics in the world don’t help if decision-makers don’t see them.
Every analytics tool has a dashboard for those willing to log into the system.Customizing it with only the important reports – not defaults – boosts usage.
Everyone has email, and you can automatically schedule reports or dashboards this way.Not everyone opens messages and attachments.Some are frustrated because they can’t link to learn more.
Lots of analytics tools allow access via mobile devices, too.Generally limited drill-down capabilities for the analytics geek in you.Webtrends,ClickyTouch, ChartBeat, Analytics App
Real-time tools like ChartBeat are increasingly popular.
Clicky has a stripped down display you could post in the plasma screen in the lobby.
Of course, Google Analytics won’t sit still.They have a beta real-time display so you don’t test other tools.
Everyone has email, and you can automatically schedule reports or dashboards this way.Not everyone opens messages and attachments.Some are frustrated because they can’t link to learn more.
Everyone has email, and you can automatically schedule reports or dashboards this way.Not everyone opens messages and attachments.Some are frustrated because they can’t link to learn more.
Everyone has email, and you can automatically schedule reports or dashboards this way.Not everyone opens messages and attachments.Some are frustrated because they can’t link to learn more.
Everyone has email, and you can automatically schedule reports or dashboards this way.Not everyone opens messages and attachments.Some are frustrated because they can’t link to learn more.