Marketing & Analytics

CDG INTERACTIVEJUNE 24, 2009

Welcome

• Introductions– Heidi Strom Moon

• Director of Marketing

• Google Analytics

Individually Qualified

• Twitter: @heidimoon

• http://www.linkedin.com/in/heidistrommoon

– Lisa King• Marketing Strategist

• Google Analytics

Individually Qualified

• Twitter: @happyfuntime

• http://www.linkedin.com/in/lisajking

Welcome

• CDG Interactive is a full-service digital agency providing interactive strategy, marketing, branding and design. Our clients include Mondial Assistance, GEICO, Merkle, InterExchange, the Muscarelle Museum at the College of William & Mary, the Ms. Foundation, and the American Foundation for the Blind (AFB).

Marketing & Analytics

• What this talk is about– How analytics data can help marketing decisions and strategy

– What data to look for and how it’s helpful

• What it isn’t– How to set up Google Analytics

– How to use Google Analytics (OK, just a little)

Marketing & Analytics

• Analytics can tell Marketing– Basic stuff

• Who’s coming to your site? When? How often? Where are they from?

– Advanced stuff• Is this campaign working, anyway?

Basic Stuff

• #1: Who is coming to the site?

• Why is it helpful?– Planning future campaigns

– Creating a baseline for measuring change

• Where’s the data?– Visitors

Basic Stuff

• #2: When are they coming?

• Why is it helpful?– Day-parting PPC campaigns

– Understanding consumer motivations

• Where’s the data?– Visits > Visit Trending

Basic Stuff

• #3: How often do they visit?

• Why is it helpful?– Knowing whether they are more often new or repeat visitors can drive strategy

• Where’s the data?– Visitors > Visitor Loyalty > Loyalty

Basic Stuff

• #4: Where are they from?

• Why is it helpful?– Geo-targeting PPC campaigns

– Understanding market profile

• Where’s the data? – Visitors > Map Overlay

Basic Stuff

• #5: What are they looking for?

• Why is it helpful?– Search keywords indicate intent

– Drive PPC, landing page strategy

• Where’s the data?– Traffic Sources > Keywords

Advanced Stuff

• Analytics can tell Marketing– Is the campaign working?

• Related questions– How can I make it more successful?

– What should I do more of?

– What should I stop doing?

– What else should I try?

Is the campaign working?

• How can you tell what’s working and why?

• 2 keys: – Conversion

– Segmentation

• They work together– “Visits with conversions” are an advanced segment in some screens

Conversion

• Which visits actually converted (completed a goal transaction)?

– Bought something

– Downloaded a PDF

– Visited a landing page

– Whatever you determine is valuable, i.e. define as a “goal” in GA

Segmentation

• Who converted to a goal?– Slice your data down further

• Geographically

• Loyalty

• Recency

• Etc.

– How does this compare to overall visitors?

– This is who you want to go after

Now What?

• Decide what’s important– What segments do you need to know about?

– What else can drive decisions?

– Translate these into Key Performance Indicators (KPIs)

• Cost per acquisition

• Keywords with highest per-visit value

• Average value per transaction

Now What?

• Get the data– Ask your analyst to provide a weekly/monthly dashboard

– Meet with your analyst team

– Revise as needed

• Use it!

Now What?

• Educate yourself– Blogs

• Avinash Kaushik’s Occam’s Razor

• Google Analytics Blog

• Justin Cutroni’s Analytics Talk

• Web Analytics Demystified

– Books• Advanced Web Metrics with Google Analytics by Brian Clifton

• Web Analytics: An Hour a Day by Avinash Kaushik

Now What?

• Educate yourself– Analytics Groups

• Web Analytics Yahoo Group

– Tools• Google Search-Based Keyword Tool

• Google Insights for Search

• Get help– Google Analytics Authorized Consultants

The End

• Takeaways– Data is your friend

– Segment, segment, segment

• Questions?

Marketing & Analytics

CDG INTERACTIVEJUNE 24, 2009