4 steps to measurement success - digitalnow: fmcg (2011-03-24)
DESCRIPTION
This presentation was made at Google's DigitalNow:FMCG event held in Singapore on Thu 24 March 2011. It covers 4 steps for measurement success, focusing on web analytics and Google Analytics.TRANSCRIPT
Google Confidential and Proprietary 1
4 Steps to Measurement Success Measure. Take Action. Succeed.
Vinoaj Vijeyakumaar Senior Conversion Specialist, Google Southeast Asia
http://twitter.com/vinoaj #digitalnow
http://conversionroom-japac.blogspot.com
@vinoaj #digitalnow 2
Why measure? http://www.flickr.com/photos/screenpunk/2787210951/
@vinoaj #digitalnow 3 http://www.flickr.com/photos/kayaker1204/4319542459/
@vinoaj #digitalnow
The Role of the Web Analyst
4 http://www.flickr.com/photos/kire/797533507/sizes/o/in/photostream/
Reporting Actionable Insights
@vinoaj #digitalnow
What does “Action” mean?
5
Discovering new opportunities (eg. New markets, hot trends, customer segments)
Improving marketing strategies (eg. New placements, optimise creatives)
Enhancing the user experience (eg. More compelling landing pages)
Optimisation Making every
marketing dollar work harder
@vinoaj #digitalnow
Today: Measure. Take Action. Succeed.
4 Steps to Measurement Success
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Select Your Measurement Platform Define Your Goals Implement Your Measurement Platform Take Action on Your Data
1
2
4
3
24
THU
@vinoaj #digitalnow
d
7
Step 1: Select Your Measurement Platform
http://www.flickr.com/photos/kayaker1204/4319542459/
@vinoaj #digitalnow
Measurement as a Platform
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Measure
Traffic Sources
Paid (network-
independent)
Organic (Google, Bing,
Yahoo!, Baidu, …)
Referrals, partners, affiliates
…
Web Technologies HTML, AJAX Flash, Flex,
Silverlight Mobile sites & applications …
Presence Websites
(web, mobile, …)
Social (Twitter,
Facebook, …)
Offline (call centres, stores, …)
…
@vinoaj #digitalnow 9
google.com.sg/analytics
@vinoaj #digitalnow 10
Step 2: Define Your Goals
http://www.flickr.com/photos/angietorres/4564135255/
@vinoaj #digitalnow
STA
GE
GO
ALS
Measuring Goals along the Purchase Funnel
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Awareness Consideration Preference Action
Purchased my product/service
Spent > 3 mins on my site
Visited > 2 pages on my site
Visited “About Us” page
Watched our product video
Visited “Product Features” page
Created membership account
Subscribed to newsletter
Clicked on “Join Facebook” button
Used my store locator
Downloaded a coupon
@vinoaj #digitalnow
Goals Bring Context to Numbers
Google Store’s Top 10 markets by volume of visitors
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We’re doing awesome in Brazil! Right?
INSIG
HT
@vinoaj #digitalnow
Goals Bring Context to Numbers
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Wow, Brazil doesn’t even factor into our Top 10 markets by conversion rate. Not good!
INSIG
HT
• Provide localised content in Brazilian Portuguese
• Offer more attractive shipping rates for Brazil
• Are we accepting common forms of payment in Brazil?
• Should we open up a physical store?
AC
TION
@vinoaj #digitalnow 14
Funnel Reporting
Entering the funnel Leaving the funnel
Goal
Lost opportunity
@vinoaj #digitalnow 15
Step 3: Implement your measurement platform
http://www.flickr.com/photos/bre/552152780/
@vinoaj #digitalnow
Implementation
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@vinoaj #digitalnow
360 Degree Tracking
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@vinoaj #digitalnow
URL Campaign Variables
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http://www.yoursite.com/landingpage.html?utm_source=yahoo&utm_medium=cpc&utm_campaign=Jan+2011+Campaign&utm_term=my+keyword
http://www.yoursite.com/landingpage.html?utm_source=twitter&utm_medium=tweet&utm_campaign=Jan+03+One+Day+Sale
http://www.yoursite.com/landingpage.html?utm_source=email&utm_medium=link&utm_campaign=Jan+2011+Newsletter
@vinoaj #digitalnow
Compare the efficacy of multiple channels
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@vinoaj #digitalnow
Tracking Offline Campaigns
• Use manual tags to track offline campaigns
• Applies to print, TV, radio
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http://www.flickr.com/photos/ferneyes/469259974/
@vinoaj #digitalnow
Track Print Campaigns with Vanity URLs
www.mysite.com/MySale
redirects to
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Dimension Value Source Print Medium Ad Campaign Straits Times Mar 2011 Ad Content Full Page Ad
http://www.yoursite.com/landingpage.html?utm_source=print&utm_medium=ad&utm_campaign=Straits+Times+Mar+2011&utm_content=Full+Page+Ad
@vinoaj #digitalnow
Outdoor Advertising
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http://www.yoursite.com/landingpage.html?utm_source=poster& utm_medium=qr& utm_campaign=Customer+Acquisition& utm_content=City+Hall+MRT
http://www.flickr.com/photos/adambowie/3084612861/
@vinoaj #digitalnow
Email Signatures
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http://conversionroom-japac.blogspot.com/?utm_source=email&utm_medium=signature&utm_campaign=Signature
@vinoaj #digitalnow
Shifting towards non-line marketing
Online Offline
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@vinoaj #digitalnow
Tracking online > offline: Unique coupon codes
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http://www.flickr.com/photos/roadsidepictures/3310630734/
@vinoaj #digitalnow
Tracking online > offline: Unique phone numbers
• Generate a unique phone number for each channel/campaign/ad group
• Track calls to these numbers, and treat as lead-generation conversions for that campaign
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@vinoaj #digitalnow
Tracking online > offline: GA API Solutions
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http://google.com/analytics/apps
@vinoaj #digitalnow 28
Step 4: Take Action on your data
http://www.flickr.com/photos/levork/2530374904/
@vinoaj #digitalnow
Pand
ji Pr
agiw
akso
no
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Popular Indonesian entertainer.
Rapper, broadcaster, TV personality, author, and …
Web analyst!
@vinoaj #digitalnow
Marketing Strategy
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• Maximise reach: bring Pandji’s works to as many people as possible.
• Upcoming launch of “Merdesa”. Obj
ectiv
es
• An independent artist – small marketing budgets
• Need to be smart about budget usage in order to maximise reach. C
halle
nges
• Leverage the Web as a scalable and cost-efficient medium.
• Rely on web analytics to understand the needs and wants of Pandji’s consumers (fans). So
lutio
ns
@vinoaj #digitalnow
Understanding the Consumer
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“What do Pandji’s fans want? What interests them? What are they looking for?”
“What’s our most effective way to reach Pandji’s fans
in a cost-effective manner?”
@vinoaj #digitalnow
Content as a Barometer of Consumer Interest
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• Top Content report: which content people enjoyed the most
• A majority of visitors are viewing the “for-you” page – thus showing a strong interest in Pandji’s latest works
@vinoaj #digitalnow
Site Search as a Barometer of Consumer Interest
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• Site Search report: what are people searching for once they reach our site?
• Majority of searches were for titles of recent releases
@vinoaj #digitalnow
Evaluating Social Media Channels
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http://www.yoursite.com/landingpage.html?utm_source=twitter&utm_medium=promoSMM&utm_campaign=Campaign
http://www.yoursite.com/landingpage.html?utm_source=facebook&utm_medium=promoSMM&utm_campaign=Campaign
• Twitter promo campaigns were more effective that Facebook promo campaigns and organic Twitter and Facebook traffic
@vinoaj #digitalnow
Merdesa Marketing Strategy
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• Put Merdesa in the hands of many fans as possible. Give it away for free!
• Use Google Analytics insights to understand how to reach our consumers effectively and efficiently. O
bjec
tives
• Adopt a 100% web distribution strategy.
• Promote through social media, focusing heavily on Twitter.
Solu
tions
• November 2010
• 8400 Unique Pageviews (8,400 shoppers!)
• 14,000 tracks downloaded
Res
ults
@vinoaj #digitalnow 36
In Conclusion …
http://www.flickr.com/photos/levork/2530374904/
@vinoaj #digitalnow
4 Steps to Measurement Success
37
Step 1: Select Your Measurement Platform
Step 2: Define Your Goals
Step 3: Implement Your Measurement Platform
Step 4: Take Action on Your Data
@vinoaj #digitalnow
Subscribe for the Latest News
38
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Google Confidential and Proprietary
Thank You! Q&A
39
http://twitter.com/vinoaj
http://conversionroom-japac.blogspot.com