Content Marketing Retreat Measurement and Analytics
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This document summarizes a content marketing retreat focused on using Google Analytics to measure content marketing efforts. The retreat covers measuring key metrics, establishing benchmarks, determining important metrics to track, iterating measurement based on insights, and new Google Analytics features for social media analytics, custom dashboards, and multi-channel attribution. Attendees are encouraged to ask questions about how their efforts are affecting customer behavior and business objectives in order to continuously improve performance.
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Content Marketing Retreat Measurement and Analytics
- 1. Content Marketing Retreat Using Google Analytics Tim Frick January 26 & 27, 2012
- 3. Measure What Matters Figure out the specific data that’s important to you.
- 4. What to ask? • Is what we are doing having an effect? • If so, how much? • How is it affecting customer behavior?
- 5. Benchmarks Metrics data is often worthless unless you have something to compare it to.
- 6. What to Measure? Just because you can, should you?
- 7. Maintain a list of everything you can measure.
- 8. WHAT CAN I MEASURE? • Number of files downloaded
- 9. WHAT CAN I MEASURE? • Number of files downloaded • Net unique visitors to website
- 10. WHAT CAN I MEASURE? • Number of files downloaded • Net unique visitors to website • Number of click-throughs to site from specific social network
- 11. WHAT CAN I MEASURE? • Number of files downloaded • Net unique visitors to website • Number of click-throughs to site from specific social network • Event attendance
- 12. WHAT CAN I MEASURE? • Number of files downloaded • Net unique visitors to website • Number of click-throughs to site from specific social network • Event attendance • Average amount per transaction
- 13. Maintain a list of everything you should measure.
- 14. What you What What you can really should measure matters measure
- 16. OVERVIEW
- 17. MOBILE DEVICE DATA Do you need a mobile-specific site?
- 18. GA ANNOTATIONS Provide context for traffic patterns.
- 19. EMAIL CAMPAIGNS Integrated With Google Analytics Image: http://analytics.blogspot.com/2009/03/tips-for-tracking-email- marketing.html
- 20. EMAIL CAMPAIGNS Use Google URL Builder Image: http://www.roirevolution.com/google-analytics/google-analytics-url- builder.php
- 21. GA GOALS Help define business objectives:
- 22. GA GOALS Help define business objectives: • Time on site
- 23. GA GOALS Help define business objectives: • Time on site • Pages/visits
- 24. GA GOALS Help define business objectives: • Time on site • Pages/visits • URL Destination
- 25. GA FUNNELS Do users meet those objectives?
- 26. GA EVENTS What are they?
- 27. TRACKING E-COMMERCE What can you do? Image from SEO Horizon
- 28. TRACKING E-COMMERCE What can you do? • Flag GA Account as e-commerce.
- 29. TRACKING E-COMMERCE What can you do? • Flag GA Account as e-commerce. • Input unique e-commerce tracking code.
- 30. TRACKING E-COMMERCE What can you do? • Flag GA Account as e-commerce. • Input unique e-commerce tracking code. • Track item inventory data. (SKU, labels, etc.)
- 31. TRACKING E-COMMERCE What can you do? • Flag GA Account as e-commerce. • Input unique e-commerce tracking code. • Track item inventory data. (SKU, labels, etc.) • Generate e-commerce report.
- 33. HOSTED THIRD-PARTY SOFTWARE How to track it? • Modify GATC on both sites. ‣ Exit page of your site. ‣ Entry page of third-party software • Generate report.
- 34. HOSTED THIRD-PARTY SOFTWARE How to track it? If 3rd party system doesn’t allow tracking: •Track clicks on ‘donate’ buttons et. al. •Track page callbacks from payment gateway site.
- 35. Part Two Iterate
- 37. Topics • Measuring Traffic • Social Media Metrics
- 38. Topics • Measuring Traffic • Social Media Metrics • The Return
- 39. MEASUREMENT It’s an iterative thing Measure: Qualify data as relevant.
- 40. MEASUREMENT It’s an iterative thing Measure: Qualify data as relevant. Analyze: Interpret and draw insights.
- 41. MEASUREMENT It’s an iterative thing Measure: Qualify data as relevant Analyze: Interpret and draw insights Report: Provide actionable items
- 42. Yeah, but...so what? What do I do with all this info?
- 43. QUESTIONS TO ANSWER • How many visitors, leads, customers? • Which social networks are driving traffic? • What’s driving them to you? • Are they becoming customers? • Why or why not? • How can you give them a more engaging and rewarding experience?
- 44. TO-DO LIST: WEBSITE • Create better user experience • Tweak site performance: speed, reliabilty • Optimize for SEO: code, graphic, etc. • Streamline checkout process • Create custom landing pages • Do split testing • Focus groups, user testing, etc. • Heatmapping • Lather, rinse, repeat
- 46. SOCIAL ANALYTICS
- 48. SOCIAL ENGAGEMENT Social Actions Report
- 49. SOCIAL ENGAGEMENT Social Pages Report
- 50. CUSTOM DASHBOARDS Make it yours.
- 51. WEBMASTER TOOLS
- 53. INTEGRATED WEBMASTER TOOLS TIM: THE REPORTS LISTED IN THE NOTES BELOW ARE NOT INTEGRATED. THEY ARE STILL ONLY IN WEB TOOLS.
- 54. REAL TIME DATA Who’s here now?
- 55. MULTI-CHANNEL FUNNELS Assisted Conversions
- 56. MULTI-CHANNEL FUNNELS Top Conversion Paths Image source: Google Analytics Blog
- 57. MULTI-CHANNEL FUNNELS Multi-Channel Funnels Overview Image source: Cardinal Path
- 58. MULTI-CHANNEL FUNNELS Time Lag Image source: PPCHero
- 59. MULTI-CHANNEL FUNNELS Path Length Image source: Ask-Susan.com
- 60. VISITOR FLOW Where are visitors going?
- 61. GOAL FLOW VISUALIZATION View reverse paths Image source: Google Analytics Blog
- 62. Thank you tim@mightybytes.com mightybytes.com facebook.com/mightybytes twitter: @mightybytes
Notas del editor
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- How does this play into the big picture?\n
- How to think about the information you gather.\n
- Using Google Analytics to track the information that works for your business.\n
- Analytics strategies over time. Maintaining KPIs.\n
- Before you dive into this figure out what you want to do first.\n\nPlan it out: keep it simple at first.\nWork through all the details. Try a whiteboard or cocktail napkins.\nDocument it. Formalize intent for organization buy-in.\nImplement it!\n\nMost common mistake organizations make is to dive in without having a plan first.\n
- Most of the examples given today are from MB’s site.\n\nWe have been creating and evolving our plan over the past couple years.\n
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- You can do this with some of the tools we’ll discuss today.\n
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- Web traffic?\nEmail signups?\nTicket sales?\nDonations?\n\nFigure it out and put a plan in motion.\n
- What kind of return are you looking to get?\nWhat do you want your website to DO?\nSet objectives and targets for what you are trying to achieve.\n
- Track metrics on sentiment toward your organization or the people in it.\nUse this data to make informed decisions on how you approach your web and social network presence.\n
- Use analytics data to make informed decisions on how you approach your content strategy.\n\nPut simply, if specific content on your website or social networks performs well, do more of that!\n
- This is an easy one. It’s what most marketing software was made for.\n
- Create business objectives, build strategies to achieve those objectives.\n
- Be specific in how your objective (net new customers) is supported by your target (25,000). Be specific.\n
- Define your KPI\n
- KPIs: define them based on goals/objectives.\n
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- Track data at regular intervals and measure specific improvement details.\n
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- Goals\n- What, specifically, do you wish to accomplish?\n\nDrive more targeted traffic?\nMeet more people?\nSell more tickets?\nBuild audience engagement?\n
- You can measure many many MANY metrics but which ones are most important to you?\n
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- Audio\nVideo\nPDF/eBook: case studies, white papers, etc.\n
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- General praise for brand.\nPraise for individuals.\n
- Number of complaints\nComplaint categories (customer service, products, individuals, etc.)\n
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- Ticket sales\ndonations\nProducts sold\netc.\n
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- Balance clarity and voice with keywords.\n\nThese will be measurable on the other end, so start with a good list as part of your strategy.\n
- Keywords should drive:\n\nAll marketing endeavors (on and offline)\nDirectory structures of websites\nPage content\nSocial content\netc. etc.\n
- Page optimization and use of keywords.\n\nApply this to social network profiles as well.\n
- Use a combination of general broad term and long tail keywords in your content for best results. \n\nThis works best for your website, but is relevant for social content as well.\n
- Google Keyword Tool:\n\nOffers detailed reports on keyword suggestions, including number of searches, popularity, cost, etc.\nGet with a Google AdWords Account\n
- WordTracker:\n\nHelpful tool for defining site keywords:\n- Metatags\n- Headers\n- Content\n\nGreat for PPC (pay-per-click) accounts as well:\n- AdSense\n- AdWords\n
- SEOMoz Keyword Extractor\n\nExtracts terms from your site that are used for targeted searches.\n
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- As with social networking tools, marketing technology comes in many forms.\n
- Narrow down your search based on your needs:\n\n- Any server technology considerations?\n- Hosted or self-installed?\n- Budget\n- Kind of information you need to have\n
- Social measurement tools:\n- Seesmic\n- IceRocket\n- Hootsuite\n- Social Mention\n- etc.\n
- IceRocket: real-time search on blogs, social networks and the web.\n
- Bit.ly URL Shortener\n\nSimple tracking of click-throughs\nAuto-generates QR Codes\nCustomizable URL strings\nClick-through analytics: source and country\n
- Radian6\n\nBought recently by SalesForce\n\nRadian6 provides organizations with a platform to listen, discover, measure and engage in conversations across the social web.\n
- Similar to Hootsuite. Update and view information across social networks, blogs, microblogging platforms, etc.\n
- Hootsuite:\n\nOverlay Google Analytics data with social accounts\nManage and monitor multiple accounts:\nTwitter\nFacebook\nFacebook pages\nFoursquare\nLinkedIn\nNing\nEtc.\n
- Track information across social networks, blogs, microblogging platforms, etc.\n
- Google Alerts: Track what’s being said about you online\n
- Track terms and mentions on Twitter.\n
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- Omniture and Business Catalyst were purchased by Adobe:\n\n- Analytics integration with content creation tools\n- Shopping carts, CRM, email management, etc.\n
- Adobe SiteCatalyst\n\nEasily integrates with Adobe tools, which many people use for building websites.\nFor example, Flash Component in SC allows Flash content to be tracked easily.\n
- Websitegrader:\n\nGrades your website based on how ‘marketing-friendly’ it is.\nOffers helpful tips to improve your score.\nPaid version keeps iterative records of scores.\n
- Post Rank: Social intelligence software\n\n- Track 20+ of the most popular social networks\n- Helps you find network influencers\n- Benchmark competitors\n- Track any kind of online content\n\nPR was recently acquired by Google, so look for their tools to be integrated with Analytics soon.\n
- Show of hands:\nHow many people use it?\nHow many people set specific goals and funnels?\nHow many people customize it?\nHow many folks rock the new features?\n
- Google Analytics: Probably the most popular solution for tracking web traffic.\n\n- Price is right (free)\n- Easy to configure on your site\n- Easy to interpret data\n\nTrack hundreds of data dimensions and data touch points across your site.\n\nNOTE: Per visitor tracking is against Google Policy.\n
- Google Analytics: Dashboard\nTypically, default view of GA when you sign-in\nMany users don’t go beyond this\n\nBird’s eye view of site traffic:\n\n- Overall visits\n- Page views\n- Pages per visit\n- Bounce rate\n- Average time on site\n- % New visits\n
- Add high level categories if needed, based on audience demographics\n
- Google Analytics: Mobile Devices.\n\nSorted by operating system\nCan drill down to screen size, resolution, etc.\nWill even tell you if the devices are Flash-enabled.\n
- Annotations\n\nAdd notes on specific events in GA.\nSelect any data point, choose ‘Create new annotation...’, add notes.\n\nFor example, note dates of specific site content or email newsletters as related to spikes in visitor traffic.\n
- A few of the email service providers are integrated with Google Analytics. If you use any of these ESPs there is no manual entry, the campaign tags are automatically created by GA. \n
- URL Builder is primarily for tracking internet campaigns that are outside of the pay-per-click or Adwords realm. \n\nYou can use this to build a URL for each campaign medium to which you distribute your web content links (Facebook, Twitter, LinkedIn, etc.) and see how your links perform across various sites. \n\nYou can also use URL builder to track the performance of URLs in your email and newsletter campaigns \n
- Goal \nRepresents an action or engagement with your website that is important to the success of your business.\n
- \nThere are three types of Goals: \n\n1. Time on Site – A conversion is triggered when a visitor spends more or less time on the site than the threshold you have specified. You should be careful with this measurement, because it can be very difficult to determine the right amount of time that qualifies as a quality visit.\n
- \n2. Pages/Visits - A conversion is triggered when a visitor views more pages or fewer pages than the threshold you have specified.\n
- 3. URL Destination - This is the page visitors see once they have completed an activity.  For example, a site that requires registration might define this destination as the “Thank You for signing up” page after the user has completed registration.  This goal triggers a conversion when a visitor views the page you have specified as the destination.\n
- Use funnel paths to define whether or not goals were met.\n
- When a new pageview is not generated by default you don’t have the ability to track that data.\n
- When a new pageview is not generated by default you don’t have the ability to track that data.\n
- When a new pageview is not generated by default you don’t have the ability to track that data.\n
- When a new pageview is not generated by default you don’t have the ability to track that data.\n
- When a new pageview is not generated by default you don’t have the ability to track that data.\n
- Defining GA Events allows you to:\nTrack visitor information on Flash movies, gadgets, videos, etc.\nDefine categories, actions, labels, and values for each event.\nEvents show up in Event Tracking reports.\n
- Example GA Events\n\nTrack video\n
- Virtual Pageviews\n\nAdd custom JavaScript to a page and links to track \n\nSet Goal\nSet Final step in conversion funnel\n\nResults show up in the Top Content and Content Drilldown reports.\n
- In previous versions of Google Analytics, you could not track events as goals, you had to have a URL.. In the past you would set up virtual pageviews to capture this information. \n\nNow that Google Analytics has the capability to track events as goals, there is less of a need for virtual pageviews. \n\nHowever, Virtual pageviews are not a thing of the past, yet...If you want to create funnels you can't do that with Events. You can only set a goal with event tracking.\n
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- E-commerce\n\nTrack AdWords (built-in)\nTrack donations\nTrack ticket sales\nTrack merchandise purchases\n
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- Input unique e-commerce tracking code\n\nJust a few steps but could be time consuming if you are tracking hundreds of products, as each needs to be setup separately.\n
- Track item inventory data.\n\nAdd custom data like SKU #’s, etc.\n
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- Climate Ride uses DonorDrive\n
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- Use code on buttons that lead to payment gateway.\n\nTrack specific transactions per button.\n\nTrack Page Callbacks from 3rd party site after transaction.\n
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- Measuring Site Traffic: how are your efforts stacking up?\n
- Measuring social media influence: tools to help make sense of your efforts\n
- What kind of return are you getting?\n
- Connect the dots of your online presence:\n
- Monitor: \n\nQualifies data but doesn’t quantify it.\n
- Measure: \n\nStart with objectives and work your way back into metrics that support the objectives.\n
- Analyze: \n\nCreate a comprehensive narrative of your measurement tactics over time.\n
- Report: \n\nProvide relevant, actionable insights in the right context that will help improve results.\n
- What to do with all this data? Bring it full circle:\n\nLather, rinse, repeat.\n
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- Questions to Answer:\n\n- How many visitors, leads, customers?\n- Where are they coming from?\n- What’s driving them to you?\n- Are they becoming customers?\n- Why or why not?\n- How can you give them a more engaging and rewarding experience?\n
- To Do List: Social\n\n- Create better user experience!\n- Analyze content for target needs\n- Tweak design and usability\n- Join the conversation more often\n- Engage your community\n- Lather, rinse, repeat\n
- Google just added a boatload of new features in the last few months.\n\nHere are some of them....\n
- Social Plugin Analytics\n\nAnalyze how users engage with any social plugin such as Google’s +1 button and Twitter’s Tweet button.\n\nNew tracking code implementation for your site required.\n\nAdd +1 Button to your site and/or attach code to click events on other buttons.\n
- Engagement: You see two metrics: \n1) Not Socially Engaged \n2) Socially Engaged. \n\nThis shows you how effectively each page is in motivating users to Like or Tweet your content:\n\nThe Social Engagement report lets you see how site behavior changes for visits that include clicks on +1 buttons or other social actions. This allows you to determine, for example, whether people who +1 your pages during a visit are likely to spend more time on your site than people who don’t.\n
- The Social Actions report \nAnalyze the number of social actions (+1 clicks, Tweets, etc) taken on your site, all in one place.\n\nAction: Shows you the specific actions taken (Like, Unlike, Send), how many of each and percent of total actions\n
- Social Pages report \n\nCompare pages on your site.\n\nWhich drive the highest the number of social actions.\n
- Google Analytics: Top landing pages.\n\nLanding pages: the first pages that users landed on, organize by number of hits\n
- Entrance Keywords report\n\nTracks what search terms brought traffic to your site.\nCan help you figure out what content/keywords to target.\n\nCan’t find in new GA!\n
- Analytics programs will tell you how your keywords are performing.\n\nGive your keywords a few months. If they are not performing satisfactorily, swap ‘em out.\n
- Custom Dashboards \n\nCreate dashboards for different groups/departments/roles in your organization. \n\nGet a quick snapshot of the data relevant to their jobs and decisions that need to be made. \n
- Webmaster Tools \n
- Webmaster Tools: Now integrated into GA and provides three reports: \n\nQueries: impressions, clicks, position, and CTR info for the top 1,000 daily queries\n\nLanding Pages: impressions, clicks, position, and CTR info for the top 1,000 daily landing pages\n\nGeographical Summary: impressions, clicks, and CTR by country\n\nTo start using the reports you first need to link your Google Analytics and Webmaster Tools accounts.\n
- Webmaster Tools: Now integrated into GA \n\nThe Search Impact report gives you an idea of how +1‘s affect your organic search traffic. You can find out if your clickthrough rate changes when personalized recommendations help your content stand out. \n\nThe Activity report shows you how many times your pages have been +1’d, from buttons both on your site and on other pages (such as Google search).\n\nFinally, the Audience report shows you aggregate geographic and demographic information about the Google users who’ve +1’d your pages. To protect privacy, we’ll only show audience information when a significant number of users have +1’d pages from your site.\n
- See what's happening on your site in real time..\n
- Still wrapping my head around everything you can do with multi-channel funnels.\n\nAssisted Conversions Report: \nWhere more than one source contributed to a conversion: Adwords, keywords, sources, campaigns, etc.\n\nThis report will show you which channel grouping conversions included assists. It will also show you which channel groups recorded traditional “last-click” conversions and the value of your conversions. You can toggle this report to show you assists by source, medium, campaign, keyword, or any AdWords dimension by clicking on the appropriate link on the top of the reporting table.\n
- Top Conversion Paths Report: \nShow sequences of channels that led to a conversion\n\nVisualize which keywords or AdWords campaigns are performing better than others.\nQuickly visualize how people are reaching your site\nwhich channels are creating a first-touch interaction that converts well\nwhich channel combinations work best\n
- Multi-Channel Funnels Overview: \nShows:\nTotal conversions\nAssisted conversions (where more than one source contributed to a visitor's conversion)\n\n"Conversion Visualizer," which shows multi-colored Venn diagrams to help you visualize the overlaps in conversions.\n
- Time Lag Report: \nSee over how many days conversions take to happen. \n\nAt present, Google looks only over a span of 30 days. Visitors that take longer have their attribution path truncated to the past 30 days.\n
- Path Length Report: \nHow many visits were needed to convert a customer?\nGives you a richer understanding of how visitors interact with your site. \nThere are typically more interactions prior to a transaction than you might otherwise believe by looking at the Visits to Transaction report.\n\nThe Path Length report shows how many conversions resulted from conversion paths that contained multiple channel interactions.\n\nIt is possible for a visitors to have many channel interactions (clicks) during a 30 minute session which is counted as one visit by Google Analytics. So that is why the data looks so different.\nOur Multi-Channel Funnel data shows that 59% of purchases and 56% of revenue is from paths with a path length of 1. While a “visits to transaction” report shows that 80% of of the purchase occur after 1 visit. So in a 30 minute “visit” the average visitor who purchased, had more than one interaction (click) giving a path length > 1. Not surprising.\n
- Visitor Flow Report \nShows visitors moving between nodes (in blue) and dropoffs (in red)\n\nYou can choose to view a starting segment, like Mobile traffic and see the number of visits that moved between the nodes (in blue) and drop offs from a particular node (in red)\n
- Goal Flow Visualization\nSee immediate results from historical data when setting up a goal.\nView reverse paths to identify where users went after completing a goal.\n
- Got questions?\n
- Mightybytes\n\nThank you!\nFor more information check us out at www.mightybytes.com\n