Web Analytics Wednesday

Jim D’Orazioj.dorazio@csuohio.edu@jimdorazio

1. Put some context around the discussion about web analytics and to discuss how it fits into your marketing strategy.

2. Get some feedback about how I’m preparing students for careers in digital marketing. Be honest.

3. Thank Jenni.4. Thank Fathom.

My Intentions

Data analytics is just one of many tools. Those tools are used to “build” effective

strategies and to implement efficient tactics that allow businesses achieve their business goals.

Key to success? Find the right combination of tools needed to build a successful marketing strategy.

Marketers herd mentality. The carpenter’s nail gun.

Digital Marketing Toolbox

The Marketing Concept: Achieve organizational goals by fulfilling the wants and needs of customers.

Position the brand to differentiate and to create a sustainable competitive advantage.

Create, communicate and deliver value. And value is defined by the customer.

We want customers to think, feel and act a certain way.

How can analytics help us meet these responsibilities?

Marketing Fundamentals and Responsibilies

Understand the business goals for your organization.

Design marketing strategies that help achieve those goals.

Your marketing programs have to be measurable and in ways that make sense to the C suite. (To justify your budget, your effectiveness and your worth.)

Social media engagement is up 3%. Engaged customers spend 10% more than those not engaged.

Start With Business Goals

Macro-conversions = the big win. Difficult to measure impact of any single program or tactic.

Attribution models need to be built but we’re not ready.

Micro-conversions = small steps taken towards successful outcomes.

Charting the road map customers/prospects are taking. That path is defined and followed by your customers.

Understand your customer and how they think, how they feel and how they act.

Map the consumer decision making process.

Conversion is Key

It’s gone. Pushing prospects down a funnel like cattle through a chute is no longer a reality.

My big concern? We want data to tell us how to herd our clients.

A Note About the Sales Funnel

User Personas: ◦ What problem/challenge is the user facing? ◦ What are their goals? ◦ What platforms are they using? ◦ What questions are they asking? ◦ How do they make decisions? ◦ Most importantly how can you help?

This forces you to think of conversion points through the eyes of your customers and not define those points internally.

Use cases. Scenarios used for usability testing or wire framing also help you identify what info is needed by the customer and what actions/decisions they want/need to make.

User Personas and Use Cases

Establish a baseline. Trends matter. Test. Not just tactics but also test the

questions you ask. Data is historical. Is it predictive? The only

constant is change. In the organization. In the industry. In the macro-environment.

Data driven vs. data influenced.

Last Thoughts