4 tips to optimize campaigns with data & testing; infotrust
TRANSCRIPT
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Optimizing Marketing with Analytics Michael Loban
@michael_loban
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Consider:
1. Web analytics consulting & technology company 2. 2,000+ sites analyzed and supported annually 3. 50+ Digital marketing training programs a year
@michael_loban
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How Do We Make Marketing Decisions?
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Consider:
@michael_loban
“It would appear, John, that your gut feel was only indigestion”
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How Decisions are Made
@michael_loban
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Keeping Score
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@michael_loban
Total Sessions Avg. Session Dura3on Jan Feb March April Jan Feb March April
42,520 41,707 36,127 49,841 1:06 1:08 1:13 0:47 112,579 117,118 167,815 103,375 1:44 1:41 1:22 1:53 5,196 169,164 49,247 10,973 0:57 0:21 0:33 0:39
Bounce Rate Time on Page 4% 6% 8% 11% 0:44 1:28 1:28 1:16 22% 25% 28% 20% 2:17 2:13 2:13 2:07 12% 15% 18% 10% 2:05 2:04 2:03 2:04 4% 6% 8% 11% 1:34 1:54 1:38 1:26
Is This What You Have?
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@michael_loban
Total Sessions Avg. Session Dura3on Jan Feb March April Jan Feb March April
42,520 41,707 36,127 49,841 1:06 1:08 1:13 0:47 112,579 117,118 167,815 103,375 1:44 1:41 1:22 1:53 5,196 169,164 49,247 10,973 0:57 0:21 0:33 0:39
Bounce Rate Time on Page 4% 6% 8% 11% 0:44 1:28 1:28 1:16 22% 25% 28% 20% 2:17 2:13 2:13 2:07
922,629 765,381 751,042 644,571 2:05 2:04 2:03 2:04 283,781 265,613 263,122 251,941 1:34 1:54 1:38 1:26
Is This What Your Have?
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@michael_loban
Build a Scoring System That Matters Desired Ac3ons Importance Factor
Page scrolling 10
Ar;cle reading 10
75% Video viewership 10
Coupon print 20
Registra;on 20
Email Sign-‐up 20
Purchase 30
Subscrip;on 30
Feedback & Review 30
Social Proof – Like, Tweet, Share 30
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Metrics That Tell a Story
What are my most popular
products?
Which products are most frequently
abandoned?
Which products are converting
well?
@infotrustllc
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Focusing on Segmentation
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@michael_loban
Focus on your IVP
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@michael_loban
Focus on your IVP
IDEAL VISITOR PROFILE
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@michael_loban
Build Your Funnel
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Using Data - Case Study InfoTrust has helped Cowan's revolu;onize our marke;ng strategy. Our new Google Analy;cs data lets us know how effec;ve our digital adver;sing is. Placing Ads is now a science with measurable results. In the 90 days immediately following the implementa3on Cowan’s saw a ● 42% increase in online bidding ● 163% increase in bids ● 185% increase in bid value
Reid Sikes, Director of Marke;ng
@michael_loban
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Scientific Method
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@michael_loban
1. Observation 2. Research 3. Hypothesis 4. Experiment 5. Analysis 6. Share 7. Again
The Scientific Method
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@michael_loban
Bucket Down the Process
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@michael_loban
Begin Testing Hypothesis - 18%
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@michael_loban
Begin Testing Hypothesis
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Driving Value with Data
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@michael_loban
Anchorman Approach
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@michael_loban
Report the summary of the customer previous
behavior.
Anchorman Approach
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@michael_loban
Busine
ss Value
Degree of Complexity
How many, how oTen, when?
Where is the problem?
Why is this happening?
What will happen next?
What’s the best that can happen & how?
Analytical Maturity
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@michael_loban
ROI Analysis
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Online marketing - offline results Website Visit Remarketing List Targeted Ad Completed Form
Campus Visit Phone Consultation Completed Application
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Beckfield College case study on official Google Analytics blog
ROI Analysis in Action
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Tell Your Story
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Management
Marke3ng
Finance PR
Board
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@infotrustllc
Focus
The marketing world is full of bright, shiny objects. We have a tendency to run after all of them. Focus - the distinctive trait of winning marketing functions.
Forbes
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Register for Our Webinar with Brian Clifton!
Storytelling with Web Analytics by Brian Clifton
Wednesday, June 3
1:00 - 2:00pm EST Register Here: http://goo.gl/NqcCS4
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Thank you Questions?