Gain a better understanding of what your company's website, email, and online advertising analytics are telling you. Learn ways to use that information in your marketing efforts.

1. The
Story
Analytics
Are
Telling
You
Becky
Livingston
President
&
CEO
Penheel
Marke:ng
February
27,
2014
AAM
NYC
Mee:ng

2. Becky
Livingston
ü Speaker
ü Author
ü Educator
ü Social
Media
&
Digital
Marke:ng
Consultant
ü 15
yrs.
in
the
financial
services
field
ü KPMG,
CPA2Biz,
my
clients
©2014
Penheel
Marke:ng

3. Who
is
Penheel
Marketing?
Social
media
and
digital
marke:ng
consul:ng
firm
for
CPA
firms,
small
businesses,
and
non-­‐profits.
hTp://Penheel.com
Blogging
Create
blog
content
quickly
while
ge]ng
SEO
:ps
and
best
prac:ces
pointers.
Marke&ng
Analy&cs
Website
analy:cs,
online
adver:sing
analy:cs.
See
which
sources
are
genera:ng
the
most
leads.
Email
Send
personalized,
segmented
Emails
based
on
any
informa:on
in
your
contact
database.
Social
Media
Publish
content
to
your
social
accounts,
then
nurture
leads
based
on
their
social
engagement.
Search
Engine
Op&miza&ons
Improve
your
rank
in
search
engines
by
finding
and
tracking
your
most
effec:ve
keywords.
Lead
Management
Track
leads
with
a
complete
:meline-­‐view
of
their
interac:ons
with
your
firm.

4. Agenda
Gain
a
beTer
understanding
of
what
your
firm’s
website,
email,
and
online
adver:sing
analy:cs
are
telling
you.
Learn
ways
to
use
that
informa:on
in
your
marke:ng
efforts.

5. The
Process
Look
at
the
numbers
Repeat
Assess
what
they
mean
&
tell
the
story
Change
the
strategy

6. WEBSITE

7. Basic
Web
Analytics
Tells
You
ü How
many
visitors
come
to
your
site
on
any
given
day,
week,
month
(or
other
period
of
:me)?
ü Is
there
a
correla:on
between
other
marke&ng
efforts
and
increased
web
traffic?
ü What
pages
(and
types
of
content)
are
most
popular?
ü Where
are
people
entering
your
website?
(It
shouldn't
always
be
your
homepage.)

8. Basic
Web
Analytics
Tells
You
ü What
keywords
are
people
searching
on
to
find
you
(and
what
important
terms
aren't
bringing
any
traffic)?
ü What
sites
and
blogs
link
to
yours?
ü How
much
is
social
media
driving
traffic
to
your
site?
ü Are
people
using
mobile
devices
to
access
your
site?
ü How
much
&me
are
people
spending
on
your
site?
And
where
are
they
spending
most
of
it?

9. What
else?
ü Decide
what
you
want
people
to
do
on
your
site
(such
as
download
an
ar:cle
or
fill
out
a
form)
and
track
how
many
people
do
it
(these
are
called
"conversions").
ü Track
how
people
move
through
your
site.
ü Monitor
how
the
behavior
of
visitors
from
different
ci:es,
states
or
countries
differ
(who
spends
more
:me
on
your
site,
for
instance).
ü Set
up
an
A/B
test
for
two
landing
page
varia:ons
and
track
which
version
performs
beTer.

10. What
else?
ü Track
pay-­‐per-­‐click
campaigns.
Discover
which
pages
load
slowly
(poten:ally
discouraging
visitors).
ü Track
how
many
people
download
specific
files
and
documents
(such
as
PDFs).
ü Determine
which
sidebar
offers
perform
beTer.
ü Discover
how
much
revenue
and
new
business
is
your
site
producing.

11. Visits
3
1
2

12. How
do
people
Dind
you?
Firm’s
Goal:
Increase
organic
search
by
X%
over
a
period
of
two
quarters.
Result:
We
watch
the
Organic
Search
referral
traffic
closely
to
note
the
increases
&
decreases
over
a
period
of
:me.
We
then
align
campaigns
and
other
inbound
marke:ng
techniques
to
determine
the
best
method
to
increase
organic
search.

13. All
Site
TrafDic
Sources
Note:
Some
referral
source
names
changed
to
protect
client.

14. All
Site
Referral
Sources
Note:
Some
referral
source
names
changed
to
protect
client.

15. Analytics
Overview
Channels
bringing
in
the
most
visitors
Channels
bringing
in
the
most
engaged
visitors
Channels
bringing
in
visitors
who
convert

16. Channels
Take
the
informa:on
you
see
here
to
influence
the
links
you
put
in
future
emails
for
new
customers.

17. Setting
Goals
1. Consider
the
ac&ons
a
person
may
complete
on
your
site,
such
as:
•
•
•
•
•
•
Download
a
whitepaper
Register
for
a
webinar,
conference,
event
Contact
us
Click
to
view
a
video
Social
media
share
buTons,
etc.
Blog
post
comment
2. Assign
a
dollar
value
to
each
event/ac:on

18. Setting
Goals
1
2
4
1.
2.
3.
4.
157
Goal
Comple:ons
13
Joined
the
mailing
list
–
remarket
using
a
welcome
message
38
registered
for
a
self-­‐study
course
105
clicked
on
the
live
webcast
link
3

19. EMAIL
ANALYTICS

20. Email
Tracking
Code
For
Email
marke:ng
the
parameters
I
recommend
are:
• utm_medium:
medium
used
for
marke:ng,
i.e.,
email
• utm_campaign:
campaign
name,
e.g.
EnewsNovember
• utm_source:
This
is
usually
the
media
owner,
but
for
email
marke:ng
can
be
used
to
specify
the
source
of
email
list
or
type
of
email,
e.g.
COSO,
Welcome
email,
SOC
Webinar,
etc.
• *
utm_term:
In
AdWords
used
to
iden:fy
the
keyword
used
to
trigger
the
ad,
can
be
used
in
email
marke:ng
to
iden:fy
individual
links
(op:onal),
e.g.
Offer1,
can
be
based
on
click
text
summary
• *
utm_content:
Used
to
track
an
individual
or
segments
response
(op:onal),
this
could
be
based
on
any
field
in
database,
e.g.
user-­‐id,
user
email,
etc.

21. Email
Tracking
Code,
cont.
Use
an
URL
link
builder
to
create
the
email
link,
such
as:
hTps://support.google.com/analy:cs/answer/1033867?hl=en
hTp://www.vitbergllc.com/
Professional-­‐Services-­‐Marke:ng-­‐
Digest/blog/bid/69770/The-­‐Top-­‐5-­‐
Most-­‐Effec:ve-­‐Tac:cs-­‐Used-­‐by-­‐
Aggressive-­‐Progressive-­‐CPA-­‐Firms-­‐for-­‐
Lead-­‐Genera:on?
utm_source=hs_email&utm_medium
=email&utm_content=11960096&_hs
enc=p2ANqtz-­‐9bC-­‐
t1_QA4oRpZ3qDGuNBAOFEycmKv-­‐
ExQN_KNn-­‐
TUTINIZewxZYS1nsuGMACYnKlNahUeY
A1QPfBX9G9aj_VM7zeV7A&_hsmi=11
960096
1

22. Tracking
Beyond
the
Click
Tracking
that
occurs
once
the
visitor
has
clicked
through
from
your
email
to
the
website.
1
2

23. Behavior
Looking
at
email
by
region.
We
could
split
test
on
a
region
and
look
at
the
behavior
for
each
region.
Then
determine
if
the
same
email
went
to
each
region
how
far
down
the
behavior
path
did
each
region
go?
Which
region
converted
more
oxen?

24. ONLINE
ADVERTISING
EXAMPLES

25. Set
Up
eCommerce
Tracking
1. Link
AdWords
with
Analy:cs
Account
2. Turn
eCommerce
tracking
on
in
Google
Analy:cs
or
other
analy:cs
account
3. Setup
the
eCommerce
tracking
script
on
your
site
• Thank
you,
order
success,
confirma:on,
order
received,
etc.
4. Create
a
custom
report
showing
cost
vs.
revenue
and/or
profit
margin

26. Campaigns
Engagement
Level
Timeline
Tip:
If
a
set
of
keywords
is
cos&ng
you
too
much
in
terms
of
revenue
generated
then
don’t
be
too
hasty
to
remove
it.

27. Parts
and
Pieces

28. Placements
/
Position
4-­‐9
Posi:on
1-­‐3

29. Quality
Score
Components
1. Click-­‐thru
rate
2. Relevancy
–
how
well
it
relates
to
a
keyword
3. Landing
page
quality
–
relevant,
original
content,
easily
navigable,
quick
load
:me,
minimum
to
no
pop-­‐ups,
transparent
about
nature
of
the
business
Max
Bid
x
Quality
Score
=
Ad
Rank
and
Posi&on
[Video:
hTp://www.youtube.com/watch?v=qwuUe5kq_O8]

30. Poor
Quality
Score
?
How
it
works.

31. Impact
on
Price
per
Click
2
3
1
The
story
–
you
may
not
need
to
spend
the
most
money
to
get
the
best
ad
loca:on.
Focus
rather
on
the
quality
of
the
ad,
the
landing
page,
and
keywords
associated
with
the
ad
to
decrease
costs
and
increase
ad
rank.

32. How
do
I
Dix
it?
• Keyword
relevance
on
ads
and
site
content
/
landing
page
• Make
few,
strategic
changes
to
ad
text
• Include
keyword(s)
in
the
ad
itself
• Include
keywords
on
the
landing
page
(back-­‐end
code
&
front-­‐facing
copy)
• Follow
the
best
prac:ce
ad
guidelines

33. Take
Aways
1. Know
the
firm’s
goals
prior
to
dissec:ng
informa:on
2. Create
a
marke:ng
plan
to
demonstrate
the
efforts
taking
place;
include
SMART
goals
3. Assign
dollar
values
to
events/ac:ons,
such
as
downloads,
clicks,
contact
us,
etc.
based
on
priority
4. Look
at
all
repor:ng
methods
for
website,
email,
CPC/PPC,
etc.
for
alignment
5. Note
any
dras:c
changes
and
align
with
key
marke:ng
ini:a:ves
6. Tell
the
story
using
metrics,
correla:on
to
marke:ng
efforts,
and
images
[infographics
are
great
story
tellers]

34. References
• Google
Tip
of
the
Week
by
Daniel
Waisberg
• “Google
Analy:cs:
What
Story
Do
Your
Numbers
Tell?”
by
Conversa:on
Starter
• “6
New
Google
Analy:cs
Features
for
Marketers”
Social
Media
Examiner
• “Elements
of
Modern,
Professional
Marke:ng”
Hinge
Marke:ng
• “
The
Importance
of
Web
Analy:cs:
The
3
Ques:ons
Google
Analy:cs
Can
Answer”
Hinge
Marke:ng
• “Se]ng
Up
eCommerce
Tracking
for
AdWords”
Hallam
Internet
Unlimited
• “Search
Adver:sing
With
Google:
Quality
Score
Explana:on”
Google
Chief
Economist,
Hal
Varian
• “Email
campaign
tracking
with
Google
Analy:cs”
Dave
Chaffey