1. How to Measure Digital Marketing Success
Metrics & Analytics
How to Measure Digital Marketing Success

2. Today’s Agenda
How we are tracked
How to access data
How to make data meaningful

3. How we are tracked Correlating the data FROM Book Data and Goliath:
Most of carry around a very powerful tracking device with us all the time: Our phone.
Let’s look at the phone:
NO ONE KNOW YOU BETTER THAN YOUR PHONE. Of course, first of all, it know who you call. It is still called a phone”, even thought it is really computer that can make calls. Still, it also tracks your location: It tracks where you live and work. The route you take between the two, if/where you stop on the way. Where you spend your weekends and evenings. If and how often you go to church or temple or mosque and which one, how much time you spend in bars, whether you speed when you drive. It tracks who you spend your days with, who you eat lunch with, who you sleep with. This is just the cell phone data – from the Carrier like Verizon or A&T. There are private cell phone tracking systems available for sale to businesses and governments world wide. There are also apps that track you using the GPS data on your phone: Google Maps, Uber and Yelp which need it to provide great service. Others, like Angry Birds, just want to be able to collect it and sell it.
Facebook
In 2011, an Austrian law student Lax Schrems demanded that Facebook give him all the data the company had about him. This is a requirement of European Union law. Two years later, after a court battle, Facebook sent in a CD with a 1,200 page PDF: not just the friends he could see and the items on his newsfeed, but all of the photos and pages he’d ever click on and all of the advertising he’d ever viewed. Facebook doesn’t use all of this data but in stead of figuring out what to save, the company finds it easier to just save everything.
Facebook can predict race, personality, sexual orientation, political ideology, relationship status, and drug us on the basis of likes clicks alone.
RETAIL: Retailers know our purchasing habits, of course, especially if we use our credit cards or loyalty programs. I’m sure most of you have heard the story of the teenage girl who started getting coupons at home from Target that were for pregnancy and baby-related items. When here Dad called Target to complain, they apologized, but of course it was only a matter of time until he found out that they were right – she was pregnant and Target knew before he did. Target still does this targeting advertising, now they just camofloughe it a bit better by mixing in the targeted items with other in the flyer.
Retailers also can track how you shop: Many retailers are tracking people by the MAC addresses and Bluetooth IDS broadcast by their smartphones. To record which aisels they walk down, which produts they stop to look at, and so on.
GEOFENCING: Marketers use cell phone location data to identify people who are near a partiulaar business so as to deliver ads to them.
NOW – WHO CARES? This is just meta data you say. Well, the real value is when you can start combining the different data sets. Let’s look at an example from a a Standford University experiment that examined phone metadata of about 500 volunteers over several months. Remember, this just monitored people’s cell phone calls – nothing else.
PERSON A: Communicated with multiple local neurology groups, a specialty pharmacy, a rare-condition management service, and a hotline for a pharmaceutical used solely to treat relapsing multiple sclerosis.
PERSON B: had an long early morning conversation with her sister. Two days later, she placed a serioes of calls to the local Planned Parenthood location. She placed briedf additional calls two weeks later, and made a final call a month after.
PERSON C: In a span of three weeks, he had contacted a home improvement store, loacksmiths, a hydroponics dealer, and a head shop.
What do we know from just phone calls? : Person A has multiple sclerosis, Person B had an abortion, and Person C just started growing weed at home. Imagine how much richer the data becomes if you add location data, credit card data and home energy use to that.
Combining all these data sets is possible -- and it it what data brokers do. Then they can find correlations between the data sets. This is what is called BIG DATA.
Facebook, for example, is partnering with the data brokers Acxion and Epsilon to match your online profile with in-store purchases.
Even as individuals, we can be identified by name. 95% of all Americans can be identified by name from just four time/date/location points.

4. How businesses access the data
But even small and cash-strapped businesses have very powerful tools available to them to collect data on their customers:
Google analytics
Social platforms and management tools (e.g., Facebook and Hootesuite)
Purchase data reports from Data Brokers =
Big Data

5. How to make data meaningful: Four types of metrics
Consumption metrics
Views
Impressions
Sessions (visits – Google Analytics)
Downloads
Advocacy and Sharing Metrics
Social Media: A Weighted Rating System Quantify based on your goals Likes: 1 point each Comments: 5 points each Shares: 10 points each
Lead Generating Metrics
Cost per lead
Lead conversion rate
Subscription rates
Lead Source ROI
Sales Metrics
Customer/User acquisition costs (e.g. in a tracked campaign)
Visitor Value
What do your visitors do?
Customer Lifetime Value
BAER, JAY “Youtility: Why Smart Marketing Is about Help Not HYPE.”

6. What is Google Analytics?
A suite of tools used to track visitors to a web site.

7. How does it work?
A line of HTML/Javascript code is included in every web page to be tracked.
This code “phones home” to Google every time a page containing it is loaded.

8. What is it good for? Site Statistics New Visitors Returning Visitors
Bounce Rates
Where is traffic coming from
Audience Details
AdSense / Adwords
Search Engine Optimization

9. Google Analytics: Terms to Know
Sessions: Total number of Sessions within the date range. A session is the period time a user is actively engaged with your website, app, etc. All usage data (Screen Views, Events, Ecommerce, etc.) is associated with a session.
Users: Users that have had at least one session within the selected date range. Includes both new and returning users
Pageviews: the total number of pages viewed. Repeated views of a single page are counted
Pages/Session: (Average Page Depth) is the average number of pages viewed during a session. Repeated views of a single page are counted.
Avg. Session Duration: The average length of a session.
Bounce Rate: the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page).
% New Sessions: An estimate of the percentage of first time visits.

10. Online Resources for Learning More
Google has a tremendous amount of online videos and other learning materials to help you work with Google Analytics.
Start here:
Another (free) option is to use Lynda.com’s online courses, which will be free to you as a UW student.
Register for Lynda.com: training/
The available Google Analytics classes:

11. Let’s Dive in https://www.google.com/analytics
NOTE: Look at Google Analytics, but you don’t need to have them yet analyze their data. In fact, you can use it as a teaser by showing it but remind them that they can still get more participation.