google analytics
DESCRIPTION
The presentation discusses the platform's unique features.TRANSCRIPT
> Google Analy,cs < The last 20% of features that drive
80% of the pla5orm value
> Short but sharp history
§ Datalicious was founded late 2007 § Strong Omniture web analyAcs history § Now 360 data agency with specialist team § CombinaAon of analysts and developers § Carefully selected best of breed partners § Evangelizing smart data driven markeAng § Making data accessible and acAonable § Driving industry best pracAce (ADMA)
October 2010 © Datalicious Pty Ltd 2
> Smart data driven marke,ng
October 2010 © Datalicious Pty Ltd 3
Media A=ribu,on
Op,mise channel mix
Tes,ng Improve usability
$$$
Targe,ng Increase relevance
> Clients across all industries
October 2010 © Datalicious Pty Ltd 4
> The last 20% of features § Standardised metrics – Benchmark and compare performance across Ame to isolate trends and generate insights
§ Calendar of events – Capture key events to provide context
§ Custom segmentaAon – Not all visitors are the same and custom segmentaAon can reveal crucial insights
§ Full path to purchase – ‘Last click gets all the credit’ model is inaccurate, record full purchase path across all channels
October 2010 © Datalicious Pty Ltd 5
Awareness Interest Desire Ac,on Sa,sfac,on
> AIDA and AIDAS formulas
October 2010 © Datalicious Pty Ltd 6
Social media
New media
Old media
Reach (Awareness)
Engagement (Interest & Desire)
Conversion (AcAon)
+Buzz (SaAsfacAon)
> Simplified AIDAS funnel
October 2010 © Datalicious Pty Ltd 7
40% 10% 1%
Simplified AIDAS funnel as basic metric framework
Google provides standardised engagement metrics
October 2010 © Datalicious Pty Ltd 8
Pages per visit Time on site
October 2010 © Datalicious Pty Ltd 9
Custom conversion goals
October 2010 © Datalicious Pty Ltd 10
Calendar events
Reach (Awareness)
Engagement (Interest & Desire)
Conversion (AcAon)
+Buzz (SaAsfacAon)
> Custom segmenta,on
October 2010 © Datalicious Pty Ltd 11
40% 10% 1%
New prospects vs. exisAng customers
Brand vs. direct response campaign
October 2010 © Datalicious Pty Ltd 12
New vs. returning visitors
October 2010 © Datalicious Pty Ltd 13
AU/NZ vs. rest of world
October 2010 © Datalicious Pty Ltd 14
Prospect vs. customer
High vs. low value
Product affinity
Post code, age, sex, etc
> De-‐duplica,on across channels
October 2010 © Datalicious Pty Ltd 15
Banner Ads
Email Blast
Paid Search
Organic Search
$ Bid Mgmt
Ad Server
Email Pla\orm
Google Analy,cs
$
$
$
Central Analy,cs Pla\orm
$
$
$
> Success a=ribu,on models
Banner Ad $100
Email Blast
Paid Search $100
Banner Ad $100
Affiliate Referral $100
Success $100
Success $100
Banner Ad
Paid Search
Organic Search $100
Success $100
Last channel gets all credit
First channel gets all credit
All channels get equal credit
Print Ad $33
Social Media $33
Paid Search $33
Success $100
All channels get par,al credit
Paid Search
October 2010 16 © Datalicious Pty Ltd
Closer
SEM Generic
Banner View
TV Ad
> Full path to purchase
Influencer Influencer
October 2010 17 © Datalicious Pty Ltd
$
Banner Click $
SEO Generic
Affiliate Click $
SEO Branded
Direct Visit
Email Update Abandon
Direct Visit
Social Media
SEO Branded
Introducer
> Search call to ac,on for offline
October 2010 © Datalicious Pty Ltd 18
> Understanding channel overlap
October 2010 © Datalicious Pty Ltd 19
Read more on our blog at h=p://goo.gl/Tpqf
> The last 20% of features § Standardised metrics – Benchmark and compare performance across Ame to isolate trends and generate insights
§ Calendar of events – Capture key events to provide context
§ Custom segmentaAon – Not all visitors are the same and custom segmentaAon can reveal crucial insights
§ Full path to purchase – ‘Last click gets all the credit’ model is inaccurate, record full purchase path across all channels
October 2010 © Datalicious Pty Ltd 20
October 2010 © Datalicious Pty Ltd 21
Contact us [email protected]
Learn more
blog.datalicious.com
Follow us twi=er.com/datalicious
Data > Insights > Ac,on