Tom Willis will cover a range of tools, customer data and analytics that can be used to determine metrics and keep your marketing strategies in line with key business goals, regardless of your budget.

1. DIGITAL MARKETING
METRICS &
MEASUREMENTS
Tom Willis
Digital Marketing Manager, LawPath
Twitter: @tommywillis91
Email: tom@lawpath.com.au

2. AGENDA
 What is Marketing Analytics?
 The definitive metrics for traffic and user engagement
 Using data to monetise web traffic
 Retention and customer loyalty
 Leveraging data for sales
 Marketing channel attribution

3. What is Marketing Analytics?
“Marketing Analytics is the act of
measuring the steps and touch points that
lead to the increased value of a user or a
website.”
Digital Marketing Metrics & Measurements

4. Marketing History: Then and Now

5. Marketing History: The Funnel
White Paper: E-metrics – Business metrics new
economy, 2000 Jim Novo

6. What is Digital Analytics useful for?
 Finding problems with your website so you can fix them and increase revenue
 Killing bad digital media buys or marketing strategies
 Developing a digital marketing strategy that works
 Understanding the pain points in your customer life cycle
 How to improve your leads to customers process
 Creating returning visitors + purchasers
 Predict marketing outcomes

7. Metrics
Measuring what matters in Marketing Analytics

8. Get the metrics right
What is a metric?
A metric is a measure of the relationship between one or more numbers generated by
your website or customers.
You do not need hundreds of metrics, just a couple of good ones
Measure your key metrics regularly (at least weekly)
Focus your effort towards making good metrics and automating them
Build metrics for specific business goals
(customer acquisition, revenue, etc)

9. Metrics – Where to Start?

10. Metrics – Web Analytics Basics
 Web analytics metrics basics
 Unique Customers (Requires configuration)
 Unique Visitors
 Visits / Day
 Bounce rate (important for SEO too!)
 Entry / Exit pages for understanding website entry / exit points
 New vs Returning depending on website section
 Mobile / Desktop visits – Are you ready for mobile?

11. Metrics – Web Analytics Advanced
 Web analytics metrics advanced:
 Conversion rate by device / Browser – Finds problems in web application
 Average order value by Operating system
 Visitor flow analysis – Where customers are finding pages / dropping off
 Visitor segmentation by purpose of visit – If someone visits your jobs page, are
they a potential customer? Should you include them in other measures?
 Remove visits from internal staff, agencies or anyone who isn't a customer

12. Metrics – Where to Start?

13. Setting Up Metrics: Solutions Gallery

14. Setting Up Metrics: Google Analytics Segments

15. Testing: Web Analytics
 Decide on an optimisation platform, review every 6-12 months
 Don’t test what you can’t change!
 Set goals based on metrics
Available tools:

16. Using data to
monetise web traffic
Turning vistitors into $$$$

17. Before you start:
Authenticity Security Herd Mentality

18. Before you start: Test and iterate!
 There are no bad solutions, just ones that
work and ones that can be improved
 Test results can often seem counter-intuitive
 Assume nothing, but learn fast!
 If you cant make an improvement, go back to
the best performing

19. It all starts with email:
Pop Ups / Overlays Subscribe Bar

20. It all starts with email:
Gated Content Provide Genuine Value!

21. What next? Explicit vs Implicit
Explicit
(Data intentionally provided)
Implicit
(Behavioral data)

22. What next? Ways to Monetise
Key Metrics Monetisation Strategy
Large Social
Following Followers, reach, engagement Giveaways, affiliate links
High Traffic
Unique visitors, high-traffic pages,
bounce rate Affiliate links, adsense
Engaged Users Time on site, pages / visit, logins Sponsored content, affiliate links
Large Email
Database
Open rate, CTR, Churn rate,
deliverability Newsletter ads, products

23. Customer loyalty and
retention
Bringing them back…and back…and back….

24. Customer loyalty and retention
"The worst mistake you can make is
building an audience without having
any way to reach it again."
Source: http://www.communitybuildingguide.com/chapters/04-email/

25. Metrics – Retention
 Existing customers metrics
 Reacquisition cost – Cost to get a customer to convert again (how much you’re willing
to spend to save a customer)
 Email list sustainability – monthly in/out of subscribers, are you losing subscribers
faster than you are gaining them? What is the lost revenue per year for each
subscriber that you lose?
 Upsell rate – Used the calculate the effectiveness of your re-marketing
 RFM (Recency, Frequency, Monetary)

26. Segmentation
 Involves dividing up customer based on provided dimensions
 Allows for maximum relevancy and personalisation
 Can incorporate implicit and explicit behavior
 Prioritise based on business goals / metrics
 Keep mutually exclusive!

27. Segmentation Example #1
Segment Sign Up Date Time Since Last Bet Value Tier Balance Offer
Activation 0-7 Days n/a n/a n/a Campaign1
7-14 Days n/a n/a n/a Campaign2
14+ Days n/a n/a n/a Campaign3
Active no Bet n/a n/a T1 n/a Campaign4
n/a n/a T2 n/a Campaign5
Retention n/a 0-14 Days T1 n/a Campaign6
n/a 0-14 Days T2 n/a Campaign7
n/a 14-28 Days T1 n/a Campaign6
n/a 14-28 Days T2 n/a Campaign7
Reactivation n/a 28-45 Days T1 0-10 Campaign6
n/a 28-45 Days T2 0-10 Campaign7
n/a 28-45 Days T1 10+ Campaign8
n/a 28-45 Days T2 10+ Campaign9
Win Back n/a 45+ Days T1 0-10 Campaign6
n/a 45+ Days T2 0-10 Campaign7
n/a 45+ Days T1 10+ Campaign8
n/a 45+ Days T2 10+ Campaign9

28. Lead & Customer nurturing
 Cheap source of increased revenue
 Customer is already aware of your brand
 Owned media – you control content
 A chance to push thought leadership
 Build automated campaigns based off behavior
and test different versions
 Make them responsive!

29. Lead Nurturing / CRM
 Its cheaper to get more money out of an existing customer than it is to acquire a new
one (4 to 10 times cheaper!).
 Basic Theory: You automatically send emails to existing customers who have shown
recent or renewed interest in your product. This focuses your marketing efforts on a
select few to increase your conversion rate and decrease Opt-out.
Available tools:

30. Lead & Customer nurturing

31. Marketing Automation

32. Lead Scoring
 Determining the best customers to target for sale / upsell
 Great way of prioritising leads for sales / biz dev
 Usually applies both implicit / explicit data
 Can get granular!

33. Retention Channels

34. Determining
marketing attribution
What channel worked best for me?

35. Single Touch Models
Single touch models are like giving the gold medal to
only the first or last swimmer in a relay!

36. Attribution Modeling / Channel Attribution
 Custom attribution is difficult - models require impression / conversion data
from all channels (including offline) and universal tagging.

37. Attribution Models – Google Analytics
Channel
Last Interaction
Value
First Interaction
Value Linear Value
Display 83,589 310,046 168,128
Email 5,423 11,033 38,105
Referral 1,218,679 2,177,241 1,612,129
Organic
Search 523,600 716,584 570,696
Paid Search 2,827,814 4,994,396 3,641,408
Direct 7,261,397 3,677,916 5,861,708

38. Attribution Models – Account transition!

39. Attribution Considerations
 Branded vs Generic Search
 Direct – to include or not?
 Time / engagement weighting
 What’s your starting point?
 Check out templates in Google Solutions gallery

40. TOOLS AND
RESOURCES

41. Digital Analytics Business Checklist
 Tag Management
 Analytics Tool
 Conversion points setup
 Campaigns Tagged
 Conversion funnels modelled
 A/B testing
 Lead Nurturing
 Attribution Modeling
 Logins for everyone
 Automated reporting
 Connect Offline & Online data
 Customer lifetime value
 Automated everything

42. Useful Analytics Tools
 In-Page Analytics
 Optimizely
 Crazy Egg
 GhostRec
 Mobile
 Google Analytics for Apps
 Mixpanel
 Web Analytics
 Kissmetrics
 Google Analytics
 Clicky
 Omniture
 Other Useful Tools
 Keen.io
 SumoMe
 Qualaroo

43. Other useful tools
 SEO
 Webmaster Tools
 Moz (and Mozbar)
 Site:yoururl.com in chrome
 Xenu Link Sleuth
 Social
 Hootsuite
 Mention
 Facebook insights
 Tweepi.com

44. Q&A