Peter O'Neill - Making Analytics Valuable MKTFEST 2014

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Making Analytics Valuable

G’day, I’m Peter

@peter_oneill 1st Nov 2014

Making Analytics Valuable }  A lesson learnt over the years –

understand your Audience }  You just heard from Avinash }  You are inspired }  I can’t compete

}  Instead of inspiration, I am aiming for immediately actionable

}  This is a set of tips to get more impact in less time

1st Nov 2014 @peter_oneill

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one area you must get sorted two items to record in your analytics tool three (sets of) goals for Google Analytics four reports to create, automate & use


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ONE AREA YOU MUST GET SORTED


One area – Campaign Tracking }  You MUST get this right }  I really hope you know this

}  Means adding campaign parameters to the URL }  Structure varies by analytics tool

}  If not done, analytics tool relies on referrer data }  If within an app – no referrer }  If redirects – not the actual referrer

}  Plus only tells you source, no detail

}  So why are so many companies not doing it? }  Don’t you want to know what your work is worth?


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Options for resolving Campaign Tracking }  Can do it manually one by one

}  GA URL Campaign Builder }  Chrome extension

}  Can bulk create manually – use Excel tools }  L3 Analytics GA campaign builder }  L3 Analytics SiteCatalyst campaign builder

}  Autotag for Adwords }  Most vendors can add automatically

}  Email, Affiliates, Display, Buffer }  Most don’t do it by default – request/insist!

}  There are no excuses, GET THIS SORTED!


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TWO ITEMS TO RECORD IN YOUR ANALYTICS TOOL


Item 1 – Basic Page Information }  Always record: 1.  the full URL of the page being viewed 2.  the referrer to this page }  Key use is identifying the cause of 404 error pages

}  url that generated error }  referrer to that page


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Item 2 – Search Results }  Record the number of search results }  Key use is search terms with ZERO search results

}  Fix it so people can find what they were looking for


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THREE (SETS OF) GOALS FOR GOOGLE ANALYTICS


Goal Set 1 – Negative Goals }  Goals can be about negative website experiences 1.  Create a goal for viewing 404 Error pages 2.  Create a goal for experiencing Form Validation errors }  If “Goal Completion Rate” is above X%, take action

}  Set own limit but should be below 5%


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Goal 2 – True Sessions by Channel }  Direct Entry sessions report as the previous traffic source }  This is a clever (hack) solution }  Create goal for all sessions

}  Destination goal – Begins with / }  Use Assisted Conversion report

}  Select “All Sessions” Goal }  Last Click metric is now true

Sessions }  Compare against Channels

report


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Goal Set 3 – Create a Horizontal Funnel }  We all love funnels }  Create a goal for each checkpoint

}  It creates a horizontal funnel }  Can then view funnel for all dimensions

values within any report }  Use to identify differences in performance


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FOUR REPORTS TO CREATE, AUTOMATE & USE


Reports 1 – Weekly Performance Reporting }  Analytics is not about reports }  But we need information

spread across the company }  Reporting has its place }  My approach

}  No speedometers, pie charts, flashy elements

}  Small number of key metrics }  Comparison number }  Trended over time }  Segmented

}  Multiple Dashboards 1st Nov 2014 @peter_oneill

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Reports 2 – Tactical Reports – Merchandise

A.  Most popular product B.  The money maker C.  Something is wrong

D.  Another issue here E.  Opportunity product,

make more visible

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Reports 2 – Tactical Reports – Content 1. Article #2

}  Popular }  Not very

effective }  Access via

other sites 2. Article #11

}  Less popular }  High reads,

shares & comments

}  Access via internal links


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Reports 3 – Entry Points vs Traffic Sources

}  Overview of where people enter the website from each channel }  Evaluate quality of each traffic source/entry

}  Using Bounce Rate or Conversion Rate or metric of your choice 1st Nov 2014 @peter_oneill

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Reports 4 – Performance Diagnostic


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Reports 4 – Using Performance Diagnostic reports }  Extend the report

}  Metrics – traffic, engagement, performance, etc }  Dimensions – traffic source, entry point, device, gender, etc

}  Create Internal Benchmarks }  Internal benchmarks are the maximum for each metric }  Look for biggest gaps in performance vs these benchmarks }  If ecommerce conversion rate is 3.2% for domestic traffic using Chrome on

desktop devices – why is it so poor elsewhere? }  Identify the weak points & calculate value of fixing }  Based on data, this is a prioritisation list for improving performance }  Gives you a set of actions for the next 3 months (to make more money)


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Summary of Approaches to Make Analytics Valuable 1.  Ensure all campaigns are tracked 2.  Track URL & Referrer – fix 404 Errors 3.  Track # Search Results – ensure results for common terms 4.  Create Negative goals – trigger action when above X% 5.  Create All Sessions goal – get accurate Direct Entry traffic 6.  Create Goals for a Horizontal funnel – easily evaluate performance

for any segment of data 7.  Use Weekly Performance Dashboards – spread the knowledge 8.  Create Tactical Reports – ensure daily actions are informed & smart 9.  Review Entry Points vs Traffic Sources – overview of website access 10. Review Performance Diagnostic – identify where fixes are required


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Access Templates }  All templates can be found & downloaded from

www.l3analytics.com/marketing-festival


THANK YOU

I can be found at

•  [email protected]

•  @peter_oneill

•  +44 7843 617 347

•  www.linkedin.com/in/peteroneill


Peter O'Neill - Making Analytics Valuable MKTFEST 2014

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