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The presentation discusses the platform's unique features.
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Google Analytics
- 1. > Google Analy,cs < The last 20% of features that drive 80% of the pla5orm value
- 2. > Short but sharp history § Datalicious was founded late 2007 § Strong Omniture web analyAcs history § Now 360 data agency with specialist team § CombinaAon of analysts and developers § Carefully selected best of breed partners § Evangelizing smart data driven markeAng § Making data accessible and acAonable § Driving industry best pracAce (ADMA) October 2010 © Datalicious Pty Ltd 2
- 3. > Smart data driven marke,ng Media A=ribu,on Op,mise channel mix Targe,ng Increase relevance Tes,ng Improve usability $$$ October 2010 © Datalicious Pty Ltd 3
- 4. > Clients across all industries October 2010 © Datalicious Pty Ltd 4
- 5. > The last 20% of features § Standardised metrics – Benchmark and compare performance across Ame to isolate trends and generate insights § Calendar of events – Capture key events to provide context § Custom segmentaAon – Not all visitors are the same and custom segmentaAon can reveal crucial insights § Full path to purchase – ‘Last click gets all the credit’ model is inaccurate, record full purchase path across all channels October 2010 © Datalicious Pty Ltd 5
- 6. > AIDA and AIDAS formulas Old media New media Awareness Interest Desire Ac,on Sa,sfac,on Social media October 2010 © Datalicious Pty Ltd 6
- 7. > Simplified AIDAS funnel Simplified AIDAS funnel as basic metric framework Reach Engagement Conversion +Buzz (Awareness) 40% (Interest & Desire) 10% (AcAon) 1% (SaAsfacAon) Google provides standardised engagement metrics October 2010 © Datalicious Pty Ltd 7
- 8. Pages per visit Time on site October 2010 © Datalicious Pty Ltd 8
- 9. Custom conversion goals October 2010 © Datalicious Pty Ltd 9
- 10. Calendar events October 2010 © Datalicious Pty Ltd 10
- 11. > Custom segmenta,on Brand vs. direct response campaign Reach Engagement Conversion +Buzz (Awareness) 40% (Interest & Desire) 10% (AcAon) 1% (SaAsfacAon) New prospects vs. exisAng customers October 2010 © Datalicious Pty Ltd 11
- 12. New vs. returning visitors October 2010 © Datalicious Pty Ltd 12
- 13. AU/NZ vs. rest of world October 2010 © Datalicious Pty Ltd 13
- 14. Prospect vs. customer High vs. low value Product affinity Post code, age, sex, etc October 2010 © Datalicious Pty Ltd 14
- 15. > De-‐duplica,on across channels Paid Bid Search Mgmt $ Banner Ad Ads Server $ Central Analy,cs Plaorm Email Email Blast Plaorm $ Organic Google Search Analy,cs $ October 2010 © Datalicious Pty Ltd 15
- 16. > Success a=ribu,on models Banner Paid Organic Success Last channel Search Ad Search $100 $100 gets all credit Banner Paid Email Success First channel Ad $100 Search Blast $100 gets all credit Paid Banner Affiliate Success All channels get Search Ad Referral $100 $100 $100 $100 equal credit Print Social Paid Success All channels get Ad Media Search $33 $33 $33 $100 par,al credit October 2010 © Datalicious Pty Ltd 16
- 17. > Full path to purchase Introducer Influencer Influencer Closer $ SEM Banner Direct SEO Generic Click Visit Branded $ Banner SEO Affiliate Social View Generic Click Media $ TV SEO Direct Email Abandon Ad Branded Visit Update October 2010 © Datalicious Pty Ltd 17
- 18. > Search call to ac,on for offline October 2010 © Datalicious Pty Ltd 18
- 19. > Understanding channel overlap Read more on our blog at h=p://goo.gl/Tpqf October 2010 © Datalicious Pty Ltd 19
- 20. > The last 20% of features § Standardised metrics – Benchmark and compare performance across Ame to isolate trends and generate insights § Calendar of events – Capture key events to provide context § Custom segmentaAon – Not all visitors are the same and custom segmentaAon can reveal crucial insights § Full path to purchase – ‘Last click gets all the credit’ model is inaccurate, record full purchase path across all channels October 2010 © Datalicious Pty Ltd 20
- 21. Contact us cbartens@datalicious.com Learn more blog.datalicious.com Follow us twi=er.com/datalicious October 2010 © Datalicious Pty Ltd 21
- 22. Data > Insights > Ac,on