Maximizing Digital Marketing Success with Google Analytics

1. 7 FEBRUARY 2019 LONDON

2. MARKETING IN CONSTRUCTION SUMMIT 13:45 – 14:30 How to measure Digital Marketing success with Google Analytics Jessica Shailes Head of Digital Marketing The Ideal Marketing Company 7FEBRUARY 2019 | THE BUILDING CENTRE, LONDON @UK_CW #DIGICONSUMMIT

3. What is the point of all this data? • Who is in the room? • Who is using Google Analytics already? • Who do you need to keep happy?

4. “Not everything that counts can be counted, and not everything that can be counted counts.” Albert Einstein (maybe)

5. “Not everything that counts can be counted, and not everything that can be counted counts.” Albert Einstein (maybe)

6. Vanity vs Clarity Metrics • “Vanity metrics are surface-level metrics. They’re often large measures, like number of downloads, that impress others. Use them to initiate partnerships and gain a following. • “Clarity metrics are operational metrics, like the number of minutes a day your product actually gets used or how long it took for a user to get service. These are the hidden gears that drive growth. Use them to solidify your competitive advantage.” Lloyd Tabb, Founder and CTO of Looker Where to start? • Set up your goals • How does this impact your marketing strategy? • Measurements, KPI, Targets

7. Digital Marketing & Measurement Model • Identify the business objectives upfront. Sr. Executives play a key role in this step. • Identify goals for each business objective. Executives lead the discussion, you’ll play a contributing role. • Write down the key performance indicators. You’ll lead the work in this step, in partnership with a “data person” if you have one. • Set the parameters for success upfront by identifying targets for each KPI. Organization leaders play a key role here, with input from Marketing and Finance. • Identify the segments of people / behavior / outcomes that we’ll analyze to understand why we succeed or failed. Source: https://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

8. Example (ecommerce website) • Objective: increase sales • Goal: increase conversion rate and increase customer spend per customer (How do these goals impact your marketing strategy?) • KPI: conversion rate and average order value • Target: increase from 5% to 10% and increase from £20 to £25

9. Business Goals Action • What are your business objectives and goals for the next year? • If you don’t know how can you find out? • What is the next thing you’re going to do to get this nailed?

10. Goals in Google Analytics • The point of Goals in Google Analytics • Things that can be measured: • Going to a location on the website • Completing an action (clicking a link, playing a video, completing a form, downloading a document) • Time spent on a site • Number of pages visited • But how does this connect to business objectives?

11. Goals in Google Analytics Goals by desirable actions • Revenue generating – Ecommerce tracking is probably better • Make a purchase • Make a reservation • Acquisition • Create account • Request a quote • Enquiry • Contact form • Click to email • Click to call • Engagement • Newsletter sign up • Social share

12. The value of a goal • A goal ‘conversion’ is a lead and equal to ‘1’ in any reporting, so assign a value if you have lots of goals of different value to you or consider leaving off micro conversions. • What is the value of the following to you? • Create account • Request a quote • Contact form • Click to email • Click to call • Newsletter sign up • Social share • Make a purchase • Make a reservation

13. Goals in Google Analytics If you do nothing else, set these up • Click to email • Click to call • Visit contact form

15. Google Goals Action • Based on your business objectives what GA goals would be most relevant? • What is your benchmark? • What is your target?

16. Account Optimisation • Add a view that excludes your own IP address • Update property and view settings • Default URL prefix (http vs https) • Industry category • Enable Demographics and Interest Reports • Update view settings • Update the time zone to your own from the drop down • Scroll down further and update the currency to your own • Select the box under ‘Bot Filtering’ to exclude all hits from known bots and spiders • Turn on ‘site search tracking’ and under ‘query parameter’ add the right query parameter.

17. Tools to help you report • Import custom reports • Edit to fit • Set up email schedules (to self) • Look at Data Console • Reporting insight

18. Reporting insight • Refer back to original business objectives and goals • Report on changes in agreed KPIs against targets • Decipher “Which means…” • Recommend next steps • Investigate • Schedule in future meetings and updates

19. Resources • AvinashKashik - www.kaushik.net • Academy for Ads • Data Console • Google Analytics optimisation step by step idealmarketingcompany.co.uk/optimise-google-analytics • Get a free, no-obligation marketing consultation with Ideal Marketing. Email call of click here to book in your slot https://freebusy.io/jess@idealmarketingcompany.com

20. FOR FURTHER INFORMATION EMAIL: jess@idealmarketingcompany.com TELEPHONE: 01858 445543 WEBSITE: www.idealmarketingcompany.co.uk TWITTER: @idealmarketingc Jessica Shailes Head of Digital Marketing The Ideal Marketing Company 30 JANUARY 2019 | MARKETING IN CONSTRUCTION SUMMIT @UK_CW #DIGICONSUMMIT

21. 7 FEBRUARY 2019 LONDON