How To Measure Your Marketing Effectiveness

Agenda• Introductions and Overview

• Which metrics indicate success?

• Where do I find this data?

• Advanced implementations and bringing it all together

• Questions & Answers

Introductions

A Brief Introduction to Top Floor

Top Floor• Website Design &

Development• Search Engine

Marketing• Web Analytics &

Conversion Improvement

• Marketing & Branding Strategy

Maximizing Online Marketing Results for Hundreds of Businesses Since 1999

Getting the Most From Today’s

WorkshopWrite down 2-3 learning points that you will begin putting into

action within the next two weeks. Then – follow through.

Today’s Speaker

Justin KerleySEO Manager, Top Floor

Top 10 B2B Marketing Channels

How do you know what’s working?

What are your marketing goals?• Clearly define your

marketing goals

• Understand the expected outcomes from your marketing efforts

• Identify which metrics will indicate success

The Danger of Numbers• Numbers can be used to tell

ANY story

• Metrics without context do not tell the whole story

• Understand what each metric measures and what changes indicate

Before You Start• Take a baseline

• If you are promoting existing content or have historical data• Look at how your site/page is currently performing• Note any past marketing efforts and their effect

• If you are marketing something brand new• Look for like-products or similar pages to estimate

performance

Goal 1: Promote a New Product• Traffic to the product’s page – this will show how your

marketing efforts have affected the views of your product’s page

• Sources of the traffic – your marketing efforts may run the gamut of various digital channels, make sure you look at the various channels to measure the performance of each method• Referral• Paid Search• Organic• E-mail• Social

Goal 1: Promote a New Product• Site Search – this shows what users are searching for once

they’ve reached your site• Your marketing efforts may have generated interest

around your brand and the product name, but may not have promoted the specific page that features the product

• Many users utilize the site search to quickly find what they are looking for

• Lead Generation Forms• Contact Us• Request for Quote• Quick Question

Goal 1: Promote a New Product• Transactional data – if you run an e-commerce site, then these

metrics will show how your marketing efforts have affected the bottom line• Revenue – this shows how much money the product has

generated. NOTE: this number may include things like tax and shipping depending on your Google Analytics implementation

• Average Order Value – this is a basic calculation of total revenue divided by transactions, however if your product has or is a complementary product, you may want to track changes to AOV

• Unique Purchases – this tracks how many times a product has appeared in a transaction. Very useful when transactions typically contain multiple different products

• Conversion Rate – the percentage of visitors to the site that include an e-commerce purchase. This can help monitor the quality of traffic that is entering the site

Goal 1: Promote a New Product• Social Proof – many users look to customer

reviews/testimonials/endorsements of products before they make a purchase

• User-generated content• Testimonials• Reviews

• Social Media Engagement• Shares• Likes• Tweets• +1’s

Goal 2: Increase Blog Followership• Traffic to the blog

• Sources – this will help you understand what is driving traffic to the blog.

• New vs. Returning – a good metric for understanding if you blog is generating new traffic or building a dedicated following

• Frequency & Recency – another report that can provide insights into how often users return to the site and how many times

Goal 2: Increase Blog Followership• Engagement

• Comments – many argue that this is the most important metric for a blog’s success/failure.

• Shares/Likes/+1s – an indication of the value of the content is how many times a user has shared that content with their followers

• Subscriptions to RSS Feeds/E-mail notifications – if you blog has an RSS feed or a subscription to received e-mails regarding new products, track how often a new user signs up

Goal 3: Build Brand Awareness• Many of the metrics that indicate success with building

brand awareness are not measured within Google Analytics

• Changes in direct traffic can be an indicator of brand awareness

• Quantity of searches around your brand

• Social Engagement

Goal 3: Build Brand Awareness• Google Webmaster Tools

• Only 3 months of data• Not 100% accurate

• Google AdWords Keyword Planner• 2 years of data• Monthly Estimates

• Google Trends• Longest data set – starting in January 2004• Relative data – not actual search figures• Your brand may not be large enough to track trends

SEARCHES FOR YOUR BRAND

Goal 3: Build Brand AwarenessSEARCHES FOR YOUR BRAND – GOOGLE WEBMASTER TOOLS

Goal 3: Build Brand AwarenessSEARCHES FOR YOUR BRAND – GOOGLE WEBMASTER TOOLS

Goal 3: Build Brand AwarenessSEARCHES FOR YOUR BRAND – GOOGLE ADWORDS KEYWORD PLANNER

Goal 3: Build Brand AwarenessSEARCHES FOR YOUR BRAND – GOOGLE ADWORDS KEYWORD PLANNER

Goal 3: Build Brand AwarenessSEARCHES FOR YOUR BRAND – GOOGLE TRENDS

Goal 3: Build Brand Awareness• Trends in Followers/Likes/Circles

• Reach

• Tools to track• Twittercounter.com• Analytics.twitter.com• Facebook Insights• Google Insights

SOCIAL ENGAGEMENT

Where do you find this data?

Google Analytics Checklist• Traffic to a page• Sources of traffic• New vs. Returning• Frequency & Recency• Site Search• Lead Generation/Form Submissions• E-commerce data• User Generated Content• Social Engagement

Google Analytics Checklist• Traffic to a page• Sources of traffic• New vs. Returning• Frequency & Recency

• Site Search• Lead Generation/Form Submissions

• E-commerce data• User Generated Content• Social Engagement

BASIC INSTALL

MODERATE SETUP

ADVANCED SETUP

Google Analytics – Basic InstallTRAFFIC TO A PAGE

Google Analytics – Basic InstallTRAFFIC TO A PAGE

Google Analytics – Basic InstallSOURCES OF TRAFFIC

Google Analytics – Basic InstallSOURCES OF TRAFFIC

Google Analytics – Basic InstallNEW VS RETURNING

Google Analytics – Basic InstallNEW VS RETURNING

Google Analytics – Basic InstallFREQUENCY & RECENCY

Let’s Take a Break

Google Analytics – Moderate SetupSITE SEARCH

• Identify the search parameter your site search uses

• Conduct a search on your site

Google Analytics – Moderate SetupSITE SEARCH

Google Analytics – Moderate SetupSITE SEARCH

Google Analytics – Moderate SetupSITE SEARCH

Google Analytics – Moderate SetupLEAD GENERATION/FORM SUBMISSIONS

• Many forms have a dedicated “Thank You” page• If you do not know the URL of the “Thank You” pages, fill out

test form submissions and make note of the URL.• If you do not have dedicated pages, and cannot create them,

you will need an advanced implementation (covered later).

Google Analytics – Moderate SetupLEAD GENERATION/FORM SUBMISSIONS

• Many forms have a dedicated “Thank You” page• If you do not know the URL of the “Thank You” pages, fill out

test form submissions and make note of the URL.• If you do not have dedicated pages, and cannot create them,

you will need an advanced implementation (covered later).

Google Analytics – Moderate SetupLEAD GENERATION/FORM SUBMISSIONS

Google Analytics – Moderate SetupLEAD GENERATION/FORM SUBMISSIONS

Google Analytics – Moderate SetupLEAD GENERATION/FORM SUBMISSIONS

Google Analytics – Advanced SetupE-COMMERCE TRACKING

• E-commerce tracking is not enabled by default• Many content management systems have modules or plug-ins

that can add e-commerce tracking code to your site• If you need to add this code manually, Google provides a

developer’s resource: https://developers.google.com/analytics/devguides/collection/analyticsjs/ecommerce

• I DO NOT ADVISE TRYING TO ADD THIS CODE WITHOUT DEVELOPMENT EXPERIENCE

Google Analytics – Advanced SetupE-COMMERCE TRACKING

Google Analytics – Advanced SetupE-COMMERCE TRACKING

Google Analytics – Advanced SetupE-COMMERCE TRACKING

Google Analytics – Advanced SetupENGAGEMENT

• There are many methods for users to engage with you site and content that Google Analytics cannot track with the base install• Blog comments• Social Shares• Clickable e-mail addresses• Links to External sites

• These interactions either take place off-site (where you Google Analytics code is not in use) or on-site without accessing the server (forcing another call of the tracking code)

• Event tracking allows you to track these actions within Analytics

Google Analytics – Advanced SetupEVENT TRACKING

• Event tracking is code that communicates directly with Google Analytics when a specific action occurs on-site, typically a click or form submission

• While the structure of event tracking code must follow a specific layout, you are given a tremendous amount of freedom to customize the elements to meet your marketing needs

Google Analytics – Advanced SetupEVENT TRACKING – REQUIRED FIELDS

• Category• Use this field to differentiate between the different types of

events you are/will be tracking on-site• We commonly use:

• “File Download”• “E-mail”• “Form Submission”

• Action• Use this field to describe the action that is taken• Most often it will be generic:

• “Click”• “Submit”

Google Analytics – Advanced SetupEVENT TRACKING – OPTIONAL FIELDS

• Label• While this is an optional field, it can be extremely useful in

helping you further drill down into the events that take place on-site

• Example: If you are tracking clicks of e-mail addresses on your site, and your site has multiple e-mails available, the label field can help you separate and track clicks to each of the available addresses

• Value• This is an arbitrary number that can help you track the

value of an event• Example: You have determined that for every 10 e-mails

you receive, you close $50 in sales. Your value per e-mail would be $5.

Google Analytics – Advanced SetupEVENT TRACKING - IMPLEMENTATION

onclick=“ga(‘send’, ‘event’, { eventCategory: ‘Outbound Link’, eventAction: ‘Click’, event Label: ‘Facebook’});

www.gaconfig.com

Google Analytics – Advanced SetupEVENT TRACKING - REPORT

Google Analytics – Advanced SetupEVENT TRACKING - GOALS

Google Analytics – Advanced SetupEVENT TRACKING - GOALS

How do I bring it all together?

Google Analytics – Custom Report• Custom Reports allow you to bring all the data you need to

monitor your marketing efforts into one place

• Multiple tabs within the report allow you to house a vast array of data within the single report

• Each tab can report on up to 50 metrics against 2 dimensions• Metrics – measures data• Dimensions – describe data

Google Analytics – Custom Report

Google Analytics – Custom Dashboards• Custom dashboards allow you an overview of all the reports

you’ve added

• All of the reports we discussed today can be added to a dashboard

• You can have multiple dashboards, allowing you to have one specific to each marketing campaign

Google Analytics – Custom Dashboards

Google Analytics – Custom Dashboards

Google Analytics – Custom Dashboards

Google Analytics – Campaign Tagging• Campaign tagging allows you to segment traffic that comes in

from a specific marketing effort.

• Any marketing effort in which you control either the links a user would click or a page that you are directing users to can be tagged (Note: Organic traffic CANNOT be tagged with custom campaign data)• AdWords• Social• E-mail• Print Ads*• Radio Ads*

* THIS IS AN ADVANCED TACTIC. DATA WILL NOT BE 100% ACCURATE

Google Analytics – Campaign TaggingURL BUILDERHTTPS://SUPPORT.GOOGLE.COM/ANALYTICS/ANSWER/1033867?HL=EN

Google Analytics – Campaign TaggingNON-DIGITAL TAGGING

• Create a URL that is specific to the print collateral • Example: http://www.topfloortech.com/seo• Example: http://www.topfloorseo.com• Make it quick and to the point• Ensure you do not use these URLs in any other mediums

(business cards, e-mail signatures etc…)• Create a 301 redirect from the URL in use to the actual

destination landing page• Within destination URL of the redirect, add the campaign

tagging data

• Users may only be familiar with the brand and may not remember the exact URL used• May resort to search engines to find you

Google Analytics – Campaign TaggingREPORTING

Thank You.ANY QUESTIONS?