Audience Reporting: Using Google Analytics to Make Real Marketing Decisions

Christopher Miller

VP Client Services and Business Development

@tophmiller2

#DDSum13

An Analytics Deep Dive In 20 Minutes. Get Ready.

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You Know About the Audience Reports, Right?

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Age: User by Age

Gender: User by Gender

Affinity: User’s Lifestyle

Other Categories: Content Users Consume

In-Market Segments: Products Users are Ready to Buy

Google Analytics Audience Reports

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How Do I Access This Information?

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Through a Simple Code Change Old Google Asynchronous Code

<script type="text/javascript">

var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-1']); _gaq.push(['_setDomainName', ‘.heylookatyou.com']); _gaq.push(['_trackPageview']);

(function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';

var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })();

</script>

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ga.src = New Google Asynchronous Code – Enable Display Advertiser Support

<script type="text/javascript">

var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-1']); _gaq.push(['_setDomainName', ‘.heylookatyou.com']); _gaq.push(['_trackPageview']);

(function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://' : 'http://') + 'stats.g.doubleclick.net/dc.js';

var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })();

</script>

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Where Is This Data Coming From?

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COOKIES!!

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But Is It Accurate? Find Out About Yourself: https://www.google.com/settings/ads

Male, 25-34

Affinity Highlights: Adventure Games American Football Babies and Toddlers Beauty Pageants Bollywood Candy and Sweets Fitness Internet Superheroes

Category Highlights: Advertising and Marketing

Arts & Entertainment Computers Internet Software Social Networking Travel Urban & Hop-Hip

But first, let’s talk about me:

Pretty Dang Accurate, Google

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Back to Analytics

Age Group Client’s audience is almost split down the middle

Male vs. Female

A hip, boutique hotel, as expected, attracts the 25-34 age group, but there’s a surprising drop on 35-44 and lift for 45-64

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Bookings by Age

Age Visits Transactions Revenue25-34 1,639 32 $ 20,287.29 45-54 943 10 $ 5,263.62 55-64 876 14 $ 7,928.19 35-44 723 26 $ 12,702.74 18-24 435 6 $ 2,412.72 65+ 186 4 $ 2,290.91

Age does not correlate to bookings (Note: Male – Female bookings split almost down the middle)

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Who Are They?

News Junkies are booking more than TV Lovers

Music Lovers, Travel Buffs and Technophiles are level on bookings

Movie Lovers, Cooking Enthusiasts and Sports Fans are level on bookings

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What Are Their Content Interests? The Arts and Entertainment category carries the highest bookings

Travelers come in a distance second

The Business category came in third

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Advanced Segments to the Rescue

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Creating Affinity Segments will allow for deep analysis of the data

How Are They Finding Us?

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Music Loving Females 25 - 34, Saving PPC Budgets Since 2013

How About Another Advanced Segment?

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Take Your Segments Further with Technology, Behavior, Visit Dates, Traffic Sources and E-Commerce

How Are They Finding Us?

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News Reading Females 45 - 54, Keeping the eBlast Dream Alive

What Decisions Have We Made?

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Based on the Data, We’re Changing How We Present Ourselveso Now we have a better understanding that:

- 25-34 females mostly convert in organic- 25-34 males convert higher in paid search- 45-54 females are mainly converting from email

o We are tailoring our content and marketing voice to specifically reach these demographics

o They now see the importance of blogging to reach their core audience

o We are now layering in more targeted events to reach our audience

- Introducing a special rate for people who book a room along with an event centered on a notable newsmaker

Results

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In addition to changing how we approach event planning, we are changing how we market ourselves

o Though launched only a handful of days ago, the event has converted into 11 bookings, with 6 coming from the targeted demographic

o Email marketing, now being written to target females age 45-54, has increased bookings by 18% YoY and revenue 21% YoY

- eBlasts now have retargeting pixels with specifically targeted ads to mirror the email messaging

Still Early, Yet Still Awesome

Let’s Chat.Christopher MillerVP Client Services & Business DevelopmentChris.Miller@StandingDog.com@tophmiller2#DDSum13