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Full Service
Digital Marketing
Chris Herring
@ccherring
LinkedIn:
chrisherringrei
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analytics
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Dashboards
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Dashboards
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Dashboards
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“Hope is not a strategy”- Rick Geswell, Former President of the Crohns’s & Colitis Foundation of America
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analytics“Not a Strategy Either”
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GOALS
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Website Visits
Revenue
Ticket Sales
Engagement
Downloads
Email Signups
Inquiries
Donations
Brand Awareness
GOALS
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STRATEGYhow we will achieve a goal
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Analytics
= tools
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“Analytics involves the tools of data gathering,
data management, statistical analysis, data
visualization and information systems to deliver
better information, more efficiently, to decision
makers within an organization.”
- Benjamin C. Alamar
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MEANT TO MEASURE v.
MADE TO MEASURE
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BASICS
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“ ” Google Analytics
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Universal Analytics Tag Manager
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Use Accessible Analytics
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Vary Sources
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HUMANS
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How is my website doing? v.
How are humans using my
website?
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How is my campaign doing? v.
How are humans interacting with
my campaign?
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How is my social media doing? v.
How are humans interacting with
my content on social media?
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Analytics are
“ ___________”
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2015
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Culture of
Administration
Culture of
Application
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Made to Measure
Content
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Future-Proof Strategy #1
Change the pace at which you
create brand marketing.
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Content
Publish 200 600 1200 1800 2500
PostHome
Page
Blog Post
Paid
Content
Web
Features
5000
Product
Design
Engagements
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Goals
Content
Planning
Content
Types
PublishMeasure
Trigger
Distribution
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1. Set Goals
2. Plan Content
3. Establish Success Thresholds
4. Develop Workflow
5. Activate
Activation Tips
1. Set Goals
2. Plan Content
3. Establish Success Thresholds
4. Develop Workflow
5. Activate
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Identify Potential
Partnerships
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Activation Tips
1. Navigate to Google Analytics
- Acquisition > All Traffic > Referrals
2. Discover & Research
3. Establish Value Based Relationship
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Product & Content
Design
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Site Intelligence
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Site Visitor Interests
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Site Visitor Interests
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Product Design
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Product Design
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Content Design
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Content Design
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Resource Design
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Mobile Design
1. Look at mobile as filter
2. Review landing pages
3. Look at all info on mobile
4. If not responsive:
*Review all info on partners
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1. Navigate to Google Analytics
- Behavior > Site Search (if available) or
- Behavior > Site Content > Page Selections
2. Use Mobile Filters
3. Discover & Research
4. Influence Design & Customer Experience
Activation Tips
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Printable
Intelligence
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Elmer's Black
Foam Board
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Activation Tips
1. Identify Common Area
2. Place Foam Boards
3. Print & Post Analytics
4. Stand Up Meetings