AMA Advanced Marketing Session: Google Analytics
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Transcript of AMA Advanced Marketing Session: Google Analytics
PRESENTERS:RACHEL DOHMANNMarketing ManagerBenQTexas A&M Foundation
ANN OLESONCEO and FounderConverge Consulting
GOOGLE ANALYTICS: Making the Case, Proving ROIADVANCED MARKETING SESSION
American Marketing Association Higher Education Symposium 2015
Ann Oleson
Rachel Dohmann
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Today’s Agenda
• Universal Analytics• Google Tag Manager
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Today’s Agenda
• TEXAS A&M CASE STUDY• Google Tag Manager and Universal set up• Goals• Events• Dashboards• Campaign Tagging• CRM tie-in• What we’ve learned!
WHY?
Marketing
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WIIFY
• Break Down Silos • Improve your Results•Measure ROI• Give Automated Reporting• Get You Noticed
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WIIFY
https://secure2.sfdcstatic.com/assets/pdf/misc/data_Get_Data_Strong.pdf
HISTORY
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When did Google Analytics Start?
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What Year Did it All Begin?
http://convergeconsulting.org/blog/2015/01/infographic-history-google-analytics/
Know Your History
Google Analytics
Know Your History
Google Analytics
Know Your History
Google Analytics
Know Your History
Google Analytics
Know Your History
Google Analytics
UNIVERSAL ANALYTICS
Know Your History
Universal Analytics
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Universal Analytics
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Check on Status
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Universal Analytics
Connect multiple devices, sessions, and engagement data with the User ID= Analyze User ID’s
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Universal Analytics
More Flexible Tracking Code and developer friendly= Easier to track across subdomains
CREIGHTON – RYAN
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Universal Analytics
Create Custom Dimensions and Custom Metrics= Track What Google typically Doesn’t Track
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We Know Success
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Google Analytics in Real Life
• American University We Know Success Web Site
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Google Analytics in Real Life Baseline: On Page Load
User Has Scrolled 25%
User Has Scrolled 50%
User Has Scrolled 75%
User Has Scrolled 100%
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Google Analytics in Real Life
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Google Analytics in Real Life
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Universal Analytics - Upgrade
People Involved:• Marketing• IT• Third party applications• Internal Stakeholders (Admissions, Academics, Athletics)
Time Involved:• Actual transition is very quick (replace code)• Making and executing a plan takes longer (up to six months)
This is a great time to be sure you have a strategic analytics plan:• Accurate, reliable data• Audience based goals and events to support them• Regular dashboard reporting and improvements• Tag management
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Universal Analytics - Upgrade
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Universal Analytics
http://convergeconsulting.org/blog/2015/01/webinar-recording-why-and-how-switch-universal-analytics/
GOOGLE TAG MANAGER
Google Tag Manager
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Google Tag Manager
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Tag Manager
https://www.youtube.com/watch?v=KRvbFpeZ11Y
How it Works
Tracking Outbound Links
Tracking Outbound Links
Tracking Outbound Links
Tracking Outbound Links
Dynamic Navigation Tracking
Dynamic Navigation Tracking
Google Tag Manager
Google Tag Manager
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Dynamic Navigation Tracking
RESOURCES
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Inbound.ConvergeConsulting.org/AMA
CASE STUDY: TEXAS A&M
FOUNDATION
About Texas A&M Foundation
About Texas A&M Foundation
Texas A&M College Development Foundation
• Est. 1953
• by 21 Texas A&M former students and regents
• $100 in assets
As of June 30, 2015
• Net Assets of $1.54 billion
• Contributions in FY15 of $111.7 million
• Distributions to Texas A&M of $70.7 million
About Rachel
Case Study: Texas A&m Foundation
Phase I • Pre-Launch Assessment and Project Planning• Domain and Sub-domain mapping• Audience prioritization and goal mapping
Phase II • Google Tag Manager creation and implementation • Testing
Phase III • Event tracking and goal implementation • Dashboard reporting
Phase IV • User ID Integration• Dimension Widening (importing donor levels to attach to unique IDs)
Project Timeline
Current Filters
Pre-Launch Assessment
Subdomain and Domain Mapping
Goal Mapping
Goals
1. Donate2. Contact Us3. Apply for a scholarship4. Apply for Maroon Coats
Goals
Goal Examples
Conversions
Goal Examples
Conversions
Google Tag Manager
Event Dashboard
#1 Takeaway
CAMPAIGN TRACKING
Campaign Tracking
Campaign Tracking
source medium content name
Campaign Tracking
http://www.txamfoundation.com/s/1436/gid3give/2014/index.aspx?sid=1436&gid=3&pgid=4012&utm_source=gameday-media-12th-man-productions&utm_medium=advertisement&utm_content=2015-fall-traditions-core-values-series&utm_campaign=spirit-impact-college-impact
E-NEWSLETTER ANALYSIS
Proposed Solutions
•Make sure it looks and functions well on mobile• 40-60% of consumers are reading email on smartphones
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Overview: Landing Pages (top 10)
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Education Industry Email Averages
•Open Rate: 23.15%• Click Thru Rate: 3.11%•Hard Bounce: 0.60%•Unsubscribe: 0.21%
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Open Rate Click Thru Rate Bounce Rate Unsubscribe
Industry Average 23.15% 3.11% 0.60% 0.21%
October 2014 23.42% 3.13% 1.66% 0.69%
November 2014 27.70% 3.40% 0.05% 0.48%
December 2014 24.00% 3.00% 0.07% 0.45%
January 2015 25.00% 3.00% 0.06% 0.37%
February 2015 26.00% 3.00% 0.25% 0.29%
March 2015 25.00% 4.00% 0.07% 0.22%
April 2015 24.85% 3.45% 0.33% 0.23%
TAMF Newsletters
Proposed Solutions: Main CTA
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Continue to segment CTAs (role based)
Overview: Compared to All
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Assisted Conversions
SOCIAL MEDIAANALYSIS
Overview: Landing Pages (top 10)
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Tuesday, December 16th, 2014
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Overview: Conversion Rates
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Facebook Campaigns
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Facebook Campaigns
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*Most variety
Facebook: Student-Impact
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Twitter Campaigns
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LinkedIn Campaigns
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Takeaways• Facebook drive the highest quality traffic• Giveaway content drive the most conversions, followed by
Maroon Coats• Social is bringing in more new visitors, but they stay less time
and bounce more frequently• 64% of social traffic is mobile
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Ask Yourself Questions•Which channels are you spending the most time on? Money?
Does that line up with outcomes?• Is it reasonable/worth it to match up more of the exact social
examples?› Is this documented somewhere?
• Are we fully utilizing the giveaway conversions?• Are the landing pages we’re driving to mobile friendly?
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OFFLINE TO ONLINE: BUGLE CALL TRACKING
OPPORTUNITIES
User ID and Dimension Widening
TAKE AWAYS
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Key Take-Aways
• Google Analytics= Data Strong• Benefits of Universal• Cross device tracking• Track across Sub-domains• Track Custom Dimensions
• Benefits of Google Tag Manager • Add tracking code to your site without IT• Track Outbound Links• Track Dynamic Navigation
• Try, Test, Learn
• www.inbound.convergeconsulting.org/AMA
RESOURCES
[image]
Identical links stats
https://analyticsacademy.withgoogle.com/course05
Ryan Lindsay Google Analytics WizardGA Certified
Monday, November 16thCall In 1:00-2:00 cstUberconference.com/converge-ryan
Office Hours
Ann OlesonCEO and FounderConverge [email protected]@anncoleson
Rachel DohmannMarketing [email protected]
QUESTIONS?