laying the groundwork for digital success

Laying the Groundwork for Digital Success

Aleksander LeventalCo-Founder and CEO, Feathr

alekander@feathr.co@alevental

Table of Contents1. Introduction to web analytics

2. Event specific web metrics

• Analytics shmanalytics, what are we tracking, how, and why?• Different vendors, different approaches• Standard & ”Advanced” web analytics metrics

• What’s special about events• Metrics and approaches only possible for events

3. Breaking ground on your digital foundation• Being a ”digitally savvy” event• What to track• What to decide

Intro to Web Analytics

Analytics, Shmanalytics.

Your Event’s Digital Footprint

Your Event’s Digital Asset

Your Event’s Web Analytics

Data Captured via Web

Features per data point• Time (of day and session length)• User ID (unique)• Site URL• Site Referrer (E.g. Google, Blog, etc.)• Geographic Location• Platform (Android, iOS, Mac, Windows, Linux, etc.)• Screen size (and browser size within)• Mouse Location• Event (Event Only)• Campaign (Event Only)• Partner [Sponsor / Exhibitor] (Event Only)

But Why?!

Different Vendors

Standard Metrics

Browsing Behavior• Unique visitors• Number of sessions• Session length• Active site paths• Common platforms / browsers• Common geographies• Common referrers

Marketing Activity• Total users engaged• Views / opens• Clicks / engagements• Funnel metrics (conversions, click

throughs, view throughs)• Channel performance

Advanced Metrics [Browsing]Site

HeatmapsShows most common mouse positions as well as most active click locations

Helps identify which parts of your site/page people are actually looking at and interacting with.

For Events: Can validate and improve website banner sponsorships

Advanced Metrics [Browsing]Geographic

HeatmapsShows most common geographic locations for tracked activity.

Helps identify where your audience is coming from in the real world (ultimately we all live in the real world for now :-P)

For Events: Can help provide context for regional and international events

Advanced Metrics [Marketing]Retroactive

SegmentationAllows marketer or analyst to query their records based on data they have already collected and stored.

Helps marketers and analysts target their activity and research around the wealth of data they’ve collected so far.

For Events: Allows large events with multiple attendee, delegate, exhibitor, and sponsor categories to optimize their activity

Advanced Metrics [Marketing]Multi-touch

AttributionAttempts to distribute credit for marketing outcomes across several channels

Done well, helps make significantly more accurate the impact and ROI of marketing activity.

Is very difficult to implement well.

For Events: Events have very complicated multi-touch marketing activity and influences.

Event Specific Web Metrics

Your parents always told you that you were special.

What’s Special About Events?How Events Differ

• Periodicity

Events happen at a specific time and place, every 6 months, year, 2 years, etc.

• Refreshed Cycle & Data

New page, domain, registration site

• Two Way Business Model

Events don’t sell a single product or produce a single piece of content. Attendees -> Exhibitors -> Sponsors -> $

Logistic Function

Logistic Function

Uniqueness of Events

Predictable Growth means Measurable ChangeNo two events grow the same amount – but most of them grow the same way

With a “complete” set of data, you can start to model predicted growth

With predicted growth, you can start to measure changes from normal

Advanced Example

Last Touch Attribution

FirstTouch Attribution

Equal Share Attribution

Multi Touch Attribution

“Event” Attribution

Event Specific Metrics

Browsing Behavior• Active Event Audience (not unique visitors – filter by sessions, bounce rate)• Audience Growth

• And compare against projections• Audience Segments by Category• Mobile vs Desktop

Marketing and Funnel Activity• Net new audience (year over year)• Time to registration• Exhibitor Referrals• Interpolated multi-touch (“event”) attribution

Breaking Ground on your Digital Foundation

Break out your shovels.

Getting Started – Step by Step

1. Choose Analytics Platform2. Setup Tracking (Place Pixels, Integrate API, etc.)

3. Create Segments and Audiences (Specific Events, Categories, Exhibitors, etc.)

4. Track5. Report and Review6. Rinse and Repeat

Choose Vendors

Install Tracking

Setup Segments & Audiences

Track (Even if it’s a Spreadsheet…)

Month Active Audience

Total Audience Segment “1” Size

Segment “2” Size

Mobile %

January 10,000 10,000 5,000 1,000 36%

February 13,000 17,000 7,000 2,500 37%

March 8,500 3,100 45%

…

Total Total Number of Audience Members

Active Audience at end of Event

Total Active Users in Segment 1

Total Active Users in Segment 2

Percentage of Mobile Usage for Entire Cycle

Review and Decide!

Event Digital Metrics ReviewBrowsing Behavior

• Event Audience Growth – What was the YOY growth in Total Audience? Behind, On, or Ahead of pacing with show growth?

• Audience Segments by Category – How did my category segments compare to last year? To expectations?

• Mobile vs Desktop – Am I crafting content appropriately? How many people are trying to register via mobile?

Marketing and Funnel Activity• Net new audience (year over year) – Leading indicator of growth. Start tracking and caring about this

YOY.• Time to registration – Start tracking conversion funnel from day site is launched.• Exhibitor Referrals – How many users and registrations came from Exhibitor referral activity?• Interpolated multi-touch (“event”) attribution – Requires a little bit of help

Aleksander LeventalCo-Founder and CEO, Feathr

aleksander@feathr.co@alevental

Questions?