make friends & influence people with google analytics

MAKE FRIENDS & INFLUENCE PEOPLE WITH GOOGLE ANALYTICS

OR UNLEASING YOUR INNER COLUMBO

Image Slide

http://www.reelz.com/trailer-clips/33997/noise-trailer// Reezle

“Half the money I spend

on advertising is wasted;

the trouble is I don’t

know which half.”

digital marketing

CREATE A MEASUREMENT FRAMEWORK.

Business objective

what we are trying to achieve

Tactic action to achieve the objective

Website goal how the website delivers the tactic

KPI how we will measure the goal

Target what we are aiming for

COMPONENTSWHAT’S IMPORTANT

BUSINESS OBJECTIVE

To become the #1 kids clothes brand, combining style & ethical sourcing 

TACTICS

Sell shed loads of kids clothes Strong ethical credibility Drive new visitors to try our

brand proposition 

WEBSITE

GOALS

Ecommerce conversions & revenue

Build a community of like minded parents

Capture & captivate new visitors 

KPI

• Revenue

• Ecommerce conversion rate

• Basket abandonment rate

• Newsletter sign ups

• Time on site

• Visitors from social media

• AdWords CTR

• % AdWords conversion

• % new visitors

• % (not provided)

TARGET  Revenue of £xk in 2014

Double the level of social media & newsletter interactions with the

website 

Reduce the cost per acquisition by £x

business objective

to be a top search & social media agency

tactic demonstrate expertise though advice & training

KPIs page views of the blogtime on site repeat visitorstracked visits from social media

target page views of the blog – 2,000 per month by Jan 2015

AS STRAIGHTFORWARD AS YOU LIKENOISY LITTLE MONKEY

YAY our blogs drive new visitorsBOO session durations are really low . . . what can we do to improve this?

Hat tip to Avinash Kaushik for his amazing work on making Analytics a meaningful measure tool: http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

BUSINESS OBJECTIVE

TACTICS      

WEBSITE

GOALS     

KPI      

TARGET      

Link AdWords & Analytics.

LINK ADWORDS & ANALYTICS

Use custom reports to drill down into what’s happening

UNDERSTAND ROI OF PAID

More transactionsLower costs

Higher revenue per clickWin!

Tag your links.

USE A URL TRACKER

Other url trackers are available

WE LOVE IT SO MUCH WE BUILT ONE

http://www.noisylittlemonkey.com/professor-traffic

INTELLIGENT TAGGING = GREAT DATA How much did

I pay for these visitors?

How can I improve paid engagement?

Is my newsletter driving visitors?

Did this test work?

AND THE POINT IS . . .

http://blogs.wsj.com/speakeasy/2011/06/24/peter-falk-a-look-back-in-photos/

Tag your links

MAKE FRIENDS & INFLUENCE PEOPLE

1. Know what’s important, develop your measurement framework

2. Link AdWords & Analytics

3. Tag all the URL links to your website

4. Ask good questions

5. Invest in what is important & keep innovating

And upgrade to Universal Analytics

WITH 6 ANALYTICS STEPS