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How I got into Web Analytics @ Measurecamp Cardiff

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Thrown in at the deepen when I started an online shop!

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How I got into Web Analytics @ Measurecamp Cardiff

  1. 1. HOW I GOT INTO DIGITAL ANALYTICS Testimonial of a DA noob
  2. 2. What I specialise in Social listening What people say
  3. 3. What I am interested in: Search engine trends Digital & social analytics Social listening What people search What people do What people say Online Insights
  4. 4. Challenge: you can learn the theory, but you need to practice Search trends Digital & social analytics Google search data less and less accessible How to practice?
  5. 5. Meet Y*, owner of an online shop
  6. 6. Her question Why customers abandon their baskets?
  7. 7. Her challenges Why customers abandon their baskets? How do I increase sales? How do I increase sales while doing less events? How to I get less item returns? What am I doing wrong in social media? How do I spend less time creating content? What social channels shall I focus on? Shall I boost posts on Facebook via paid advertising?
  8. 8. Our challenges ■ 0 budget ■ 0 time ■ 0 technical expertise
  9. 9. A holistic approach •New visits on your website •New visits coming from referral (third parties) •New visits coming from SEO (Google searches) •Nb. of fans on your social channels •Newsletter subscriptions •Number of earned mentions (on third parties channels) •SEO visibility Awareness Growth of the fanbase and potential costumers •Returning visits on your website •Direct visits •Visits coming from your channels •Blog traffic •Newsletter click ratio •Engagement on your social channels: likes, shares, comments, exposure (reach) •Sentiment; rating, reviews Retention / preference Creating brand loyalty •Number of visits of your events page •Sales on site •Sales on your website Purchase Driving on and offline sales
  10. 10. A focus on basic insights… ■ Mostly London ■ Lack of returning visitors ■ High bounce rate on mobile visits
  11. 11. … and on low-hanging fruits ■ Mostly London ■ Lack of returning visitors ■ High bounce rate on mobile visits Local events Paid targeting on Facebook Retention via a better social media content strategy A new website, mobile friendly
  12. 12. Results over a year 60% fan base growth +92% impressions on social media +50% engagement rate -20% bounce rate +30% online sales
  13. 13. Conclusion: volunteering Challenging: lack of time, budget Caring: helping a local business Rewarding: learnt a lot!
  14. 14. THANK YOU! Anne-Sophie Pereira De Sa @wonderveilleuze

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