Translating Google Analytics into Marketing Metrics by Chad Brustin 512-653-0978 c.brustin@yahoo.com

Your website generates a lot of insightful user data that needs to be mined to reach your company’s goals.

Generic reporting tools don’t always provide the full picture Generic reporting tools don’t always provide the full picture. Where do you start?

You are unsure what you should measure, how you should measure, and how often you should measure.

You Need A Google Analytics dashboard aligned with your measurable goals

Follow three steps to translate Google Analytics reporting tools into a Marketing Metrics framework.

Step One: Define your goals Examples include: Increase sales Increase 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)

Examples of Qualitative Goals Brand Advertising Goals: Lift in recall Lift in Positive Sentiment Lift in Key Attributes or Benefits Associated Lift in Purchase Intent * Akin Arian, MultiChannel Marketing, Pp 136-137

Examples of Quantitative Goals Survey Goals: Campaign Impressions or Reach Campaign Click Throughs or Click Through rate Campaign View Throughs and View Through Rate Unique Campaign Responders (Visitors) * Akin Arian, MultiChannel Marketing, P 63

Examples of Qualitative Goals Engagement Metrics Campaign Bounce Rate Percent of Engaged Campaign Visits or Visitors Page views per Visit for Campaign Responders * Akin Arian, MultiChannel Marketing, P 63

Examples of Qualitative Goals Online Revenue Metrics Campaign Revenue Campaign Average Order Value Campaign Lifetime Revenue * Akin Arian, MultiChannel Marketing, P 64-65

Examples of Qualitative Goals Online Cost Metrics Campaign Costs Campaign Cost Per Click Through or Visitor Campaign Cost Per Acquisition * Akin Arian, MultiChannel Marketing, P 65

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.

KPI Example: Lead Generation Overall Conversion (leads/site visits) Conversion by campaign New 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 email, call, or fax us) Step-by-step conversion analysis via the registration process. Analysis of registration process dropouts Conversion of leads to actual customers 5% of visitors who sign up for the newsletter become customers 60% of visitors who download the product purchase the trial 10% of visitors who submit a form requesting information become customers * Jason Burby & Shane Atchison, Actionable Web Analytics, P 83 Lead generation tools include: Forms requesting information, online applications, newsletter sign ups, registration to download product or white paper or marketing piece, partner site referrals.

Online Tactics Associated With Lead Generation Stages Marketing’s View of Lead Generation 70% 90% 0 & 20% 10-30% 30-50% Business partnerships Leads from business partners Focus for new markets Consistent Communication Builds Relationship with Prospect Online Tactics Associated With Lead Generation Stages http://www.marketingprofs.com/5/perla14.asp

Website reports can inform UI or content changes Where is your website leaking? Website reports can inform UI or content changes

KPI Example: E Commerce Overall Purchase Conversion (orders/site visits) Average Order Size Items Per Order Step-by-step purchase conversion via the registration process. Analysis of purchase funnel defectors Effect on offline sales Unique toll free numbers help track this and highlight customer changing the sales channel First-time versus returning buyers. * Jason Burby & Shane Atchison, Actionable Web Analytics, P 81-82 Lead generation tools include: Forms requesting information, online applications, newsletter sign ups, registration to download product or white paper or marketing piece, partner site referrals.

Step Three: Reflect Your KPIs In Your Dashboard

Add Goals To Your Dashboard

Goal Example: Navigation from Home Page to Contact Us Page

Combine “metrics” and “dimensions” definitions Add Custom Reports to Your Dashboard Combine “metrics” and “dimensions” definitions

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.

Correlating Questions with Metrics & Dimensions Question Examples: Related Metrics 1. 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 Visitor 4. Did they have any trouble with my site? Browser Versions, Platform Versions, Flash Versions, Java Versions 5. What did they view, buy, or sign-up for? Orders (average amount, number, total revenue) Sign-Ups The reports become powerful when you combine two of the questions above.

What Keywords Are Being Used? You Tube: Video Example

Where are visitors coming from? You Tube: Video Example

Correlating Two Data Points Custom Report Details Correlating Two Data Points

Combine “metrics” and “dimensions” to answer questions Links To Custom Report Definitions Metrics Definitions Dimensions Definitions Valid Combinations of Metrics and Dimensions Combine “metrics” and “dimensions” to answer questions

Custom Report Example You Tube: Video Example

Click on the links to drill down deeper Custom Report Definitions Example Click on the links to drill down deeper

Another Tool for Visualizing Traffic http://www.crazyegg.com

Resources: Websites: Marketing Profs: Google Analytics Articles Google Analytics Webinar through ROI Revolution You Tube: Google Analytics channel Google Business Tech Savvy Marketer Books: Actionable Web Analytics by Jason Burby & Shane Atchison Web Metrics: Proven Methods for Measuring Web Site Success by Jim Sterne: Multichannel Marketing by Akin Arikan