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Measure Digital to Ignite Results not Reports

Measure Digital to Ignite Results not Reports. Peter Howley, Principal Consultant Empirical Path. agenda. Introduction Status Quo Count Conversions Segment Audience Test Ideas Share Insights. About me. Led web analytics at washingtonpost.com

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Measure Digital to Ignite Results not Reports

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  1. Measure Digitalto Ignite Results not Reports Peter Howley, Principal Consultant Empirical Path

  2. agenda • Introduction • Status Quo • Count Conversions • Segment Audience • Test Ideas • Share Insights

  3. About me • Led web analytics at washingtonpost.com • Led branding business at #1 online ad network • Founded Empirical Path in 2002 • Earned Google Analytics and Omniture certifications

  4. Why measure? • Defend digital investment • Compare online to offline • Right-size digital investment • Re-allocate to most valuable activities • Celebrate and reward successes • Learn from mistakes

  5. status quo Reports that measure only how many people entered the funnel: • Impressions • Visits • Unique visitors • Friends • Followers

  6. Count conversions Measure how many times they complete the funnel (& achieve campaign goal): • Purchases • Social shares • Email signups • Contacts via form & phone • File downloads • Video views

  7. Conversions: offer Main Domain

  8. Conversions: checkout Vendor Domain

  9. Conversions: funnel report Show all, new, returning, or campaign, etc. visits NOTE: All data disguised

  10. Conversions: cross-channel NOTE: All data disguised

  11. Conversions: sharing Only cumulative share data No share data

  12. Conversions: report NOTE: All data disguised

  13. segment audience Measure conversion rate for each key segment of visitors. • Traffic source (PPC, email, SEO) • Geography • Loyalty (new, returning) • Content interest • Prior purchase • Answers to survey questions

  14. Segments: visitor type Unique content for each audience

  15. Segments: visitor type

  16. Segments: visitor type reporting Row for each segment…in any report Conversion rates for multiple goals NOTE: All data disguised

  17. Segments: ad campaigns

  18. Segments: social campaigns

  19. Segments: partner campaigns

  20. Segments: Campaign tagging Tells analytics which channel worked Ties in other analytics tools 1 row for each link or set of links worth tracking

  21. Segments: Campaign tagging

  22. Segments: Campaign reporting Other Conversions Revenue

  23. test ideas Experiment with ideas and use conversion rate in key segments to pick a winner: • Landing Page • Ad Copy • Home Page • Offer • Discount • Button color A B

  24. Test ideas: inspiration 23% of next clicks from the homepage are to promotions 23% of next clicks from the homepage are to promotions 23% of next clicks from the homepage are to promotions 23% of next clicks from the homepage are to promotions Above-the-fold call-to-action

  25. Test ideas: analysis Copy pushes everything but Carousel below fold 79% of page views are entries to the site Carousel dominates above-the-fold

  26. Test ideas: execution

  27. Test ideas: results Revenue per Pageview shot up Pageviews dropped as client cut PPC Bounce rate improved

  28. Test ideas: results Visits viewing page spent 32% more despite falling 73% Oh yeah!

  29. Test ideas: analysis Lose; draws eye from product art & headline Shrink; pushes products & prices down Downplay; 9% click but 27% of those come back Keep; 18% of entrances click Shrink; pushes products & prices down

  30. Test ideas: results

  31. share insights Get analytics reports, findings & recommendations to decision-makers • Build useful dashboards • Email reports automatically • Try out mobile apps • Display real-time metrics

  32. dashboard

  33. Auto-Emailed report

  34. Mobile apps

  35. Real-time displays

  36. Real-time displays

  37. Real-time displays

  38. Real-time displays

  39. Goal completed • Go beyond default reports • Measure conversions and segments • Put data into action by testing ideas and sharing insights

  40. Thank you Questions now? Questions later: • peter.howley@empiricalpath.com • 505-856-6131 • @phowley99 | @EmpiricalPath • Facebook.com/EmpiricalPath

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