Presentation on theme: "Translating Google Analytics into Marketing Metrics"— Presentation transcript:
1 Translating Google Analytics into Marketing Metrics by Chad Brustin
2 Your website generates a lot of insightful user data that needs to be mined to reach your company’s goals.
3 Generic reporting tools don’t always provide the full picture Generic reporting tools don’t always provide the full picture. Where do you start?
4 You are unsure what you should measure, how you should measure, and how often you should measure.
5 You Need A Google Analytics dashboard aligned with your measurable goals
6 Follow three steps to translate Google Analytics reporting tools into a Marketing Metrics framework.
7 Step One: Define your goals Examples include:Increase salesIncrease user lists (newsletters, etc.)Increase education (white paper downloads)Increase visibility in the market (top search engine ranking)Deflect inbound customer phone calls (self service tools)
8 Examples of Qualitative Goals Brand Advertising Goals:Lift in recallLift in Positive SentimentLift in Key Attributes or Benefits AssociatedLift in Purchase Intent* Akin Arian, MultiChannel Marketing, Pp
9 Examples of Quantitative Goals Survey Goals:Campaign Impressions or ReachCampaign Click Throughs or Click Through rateCampaign View Throughs and View Through RateUnique Campaign Responders (Visitors)* Akin Arian, MultiChannel Marketing, P 63
10 Examples of Qualitative Goals Engagement MetricsCampaign Bounce RatePercent of Engaged Campaign Visits or VisitorsPage views per Visit for Campaign Responders* Akin Arian, MultiChannel Marketing, P 63
11 Examples of Qualitative Goals Online Revenue MetricsCampaign RevenueCampaign Average Order ValueCampaign Lifetime Revenue* Akin Arian, MultiChannel Marketing, P 64-65
12 Examples of Qualitative Goals Online Cost MetricsCampaign CostsCampaign Cost Per Click Through or VisitorCampaign Cost Per Acquisition* Akin Arian, MultiChannel Marketing, P 65
13 Step Two: Formulate KPIs KPIs, or key performance indicators help organizations achieve organizational goals through the definition and measurement of progress. The key indicators are agreed upon by an organization and are indicators which can be measured that will reflect success factors. The KPIs selected must reflect the organization's goals, they must be key to its success, and they must be measurable.
14 KPI Example: Lead Generation Overall Conversion (leads/site visits)Conversion by campaignNew user campaign 30% conversion rate;Switcher campaign 15% conversion rate)Drivers to the registration process(10% of visitors who land on the contact us page take an action to , call, or fax us)Step-by-step conversion analysis via the registration process.Analysis of registration process dropoutsConversion of leads to actual customers5% of visitors who sign up for the newsletter become customers60% of visitors who download the product purchase the trial10% of visitors who submit a form requesting information become customers* Jason Burby & Shane Atchison, Actionable Web Analytics, P 83Lead generation tools include: Forms requesting information, online applications, newsletter sign ups, registration to download product or white paper or marketing piece, partner site referrals.
15 Online Tactics Associated With Lead Generation Stages Marketing’s View of Lead Generation70%90%0 & 20%10-30%30-50%BusinesspartnershipsLeads from business partnersFocus for new marketsConsistent CommunicationBuilds Relationship with ProspectOnline Tactics Associated With Lead Generation Stages
16 Website reports can inform UI or content changes Where is your website leaking?Website reports can inform UI or content changes
17 KPI Example: E Commerce Overall Purchase Conversion (orders/site visits)Average Order SizeItems Per OrderStep-by-step purchase conversion via the registration process.Analysis of purchase funnel defectorsEffect on offline salesUnique toll free numbers help track this and highlight customer changing the sales channelFirst-time versus returning buyers.* Jason Burby & Shane Atchison, Actionable Web Analytics, P 81-82Lead generation tools include: Forms requesting information, online applications, newsletter sign ups, registration to download product or white paper or marketing piece, partner site referrals.
18 Step Three: Reflect Your KPIs In Your Dashboard
20 Goal Example: Navigation from Home Page to Contact Us Page
21 Combine “metrics” and “dimensions” definitions Add Custom Reports to Your DashboardCombine “metrics” and “dimensions” definitions
22 Tips For Creating Custom Reports Start simple and experiment!Choices Consist of Metrics (blue) & Dimensions (green)Print out definitions of metrics and dimensions while creating a custom report.Use consistent naming conventions.Think about the question you want answered that is aligned with the KPI.
23 Correlating Questions with Metrics & Dimensions Question Examples:Related Metrics1. Who visited my website?Unique Visitors, Return Visitors,2. From where did they come?Referring URLs, Referring Search Engines, Browsing Path Within Your Website, Referring Search Phrases.3. What pages did they view?# Entry Pages, # Page Views, Average Time on Pages, Page Views per Visitor4. Did they have any troublewith my site?Browser Versions, Platform Versions, Flash Versions, Java Versions5. What did they view, buy, orsign-up for?Orders (average amount, number, total revenue) Sign-UpsThe reports become powerful when you combine two of the questions above.
24 What Keywords Are Being Used? You Tube: Video Example
25 Where are visitors coming from? You Tube: Video Example
26 Correlating Two Data Points Custom Report DetailsCorrelating Two Data Points
27 Combine “metrics” and “dimensions” to answer questions Links To Custom Report DefinitionsMetrics DefinitionsDimensions DefinitionsValid Combinations of Metrics and DimensionsCombine “metrics” and “dimensions” to answer questions
31 Resources: Websites: Marketing Profs: Google Analytics Articles Google Analytics Webinar through ROI RevolutionYou Tube:Google Analytics channelGoogle BusinessTech Savvy MarketerBooks:Actionable Web Analytics by Jason Burby & Shane AtchisonWeb Metrics: Proven Methods for Measuring Web Site Success by Jim Sterne:Multichannel Marketing by Akin Arikan