laying the groundwork for digital success
TRANSCRIPT
Laying the Groundwork for Digital Success
Table of Contents1. Introduction to web analytics
2. Event specific web metrics
• Analytics shmanalytics, what are we tracking, how, and why?• Different vendors, different approaches• Standard & ”Advanced” web analytics metrics
• What’s special about events• Metrics and approaches only possible for events
3. Breaking ground on your digital foundation• Being a ”digitally savvy” event• What to track• What to decide
Intro to Web Analytics
Analytics, Shmanalytics.
Your Event’s Digital Footprint
Your Event’s Digital Asset
Your Event’s Web Analytics
Data Captured via Web
Features per data point• Time (of day and session length)• User ID (unique)• Site URL• Site Referrer (E.g. Google, Blog, etc.)• Geographic Location• Platform (Android, iOS, Mac, Windows, Linux, etc.)• Screen size (and browser size within)• Mouse Location• Event (Event Only)• Campaign (Event Only)• Partner [Sponsor / Exhibitor] (Event Only)
But Why?!
Different Vendors
Standard Metrics
Browsing Behavior• Unique visitors• Number of sessions• Session length• Active site paths• Common platforms / browsers• Common geographies• Common referrers
Marketing Activity• Total users engaged• Views / opens• Clicks / engagements• Funnel metrics (conversions, click
throughs, view throughs)• Channel performance
Advanced Metrics [Browsing]Site
HeatmapsShows most common mouse positions as well as most active click locations
Helps identify which parts of your site/page people are actually looking at and interacting with.
For Events: Can validate and improve website banner sponsorships
Advanced Metrics [Browsing]Geographic
HeatmapsShows most common geographic locations for tracked activity.
Helps identify where your audience is coming from in the real world (ultimately we all live in the real world for now :-P)
For Events: Can help provide context for regional and international events
Advanced Metrics [Marketing]Retroactive
SegmentationAllows marketer or analyst to query their records based on data they have already collected and stored.
Helps marketers and analysts target their activity and research around the wealth of data they’ve collected so far.
For Events: Allows large events with multiple attendee, delegate, exhibitor, and sponsor categories to optimize their activity
Advanced Metrics [Marketing]Multi-touch
AttributionAttempts to distribute credit for marketing outcomes across several channels
Done well, helps make significantly more accurate the impact and ROI of marketing activity.
Is very difficult to implement well.
For Events: Events have very complicated multi-touch marketing activity and influences.
Event Specific Web Metrics
Your parents always told you that you were special.
What’s Special About Events?How Events Differ
• Periodicity
Events happen at a specific time and place, every 6 months, year, 2 years, etc.
• Refreshed Cycle & Data
New page, domain, registration site
• Two Way Business Model
Events don’t sell a single product or produce a single piece of content. Attendees -> Exhibitors -> Sponsors -> $
Logistic Function
Logistic Function
Uniqueness of Events
Predictable Growth means Measurable ChangeNo two events grow the same amount – but most of them grow the same way
With a “complete” set of data, you can start to model predicted growth
With predicted growth, you can start to measure changes from normal
Advanced Example
Last Touch Attribution
FirstTouch Attribution
Equal Share Attribution
Multi Touch Attribution
“Event” Attribution
Event Specific Metrics
Browsing Behavior• Active Event Audience (not unique visitors – filter by sessions, bounce rate)• Audience Growth
• And compare against projections• Audience Segments by Category• Mobile vs Desktop
Marketing and Funnel Activity• Net new audience (year over year)• Time to registration• Exhibitor Referrals• Interpolated multi-touch (“event”) attribution
Breaking Ground on your Digital Foundation
Break out your shovels.
Getting Started – Step by Step
1. Choose Analytics Platform2. Setup Tracking (Place Pixels, Integrate API, etc.)
3. Create Segments and Audiences (Specific Events, Categories, Exhibitors, etc.)
4. Track5. Report and Review6. Rinse and Repeat
Choose Vendors
Install Tracking
Setup Segments & Audiences
Track (Even if it’s a Spreadsheet…)
Month Active Audience
Total Audience Segment “1” Size
Segment “2” Size
Mobile %
January 10,000 10,000 5,000 1,000 36%
February 13,000 17,000 7,000 2,500 37%
March 8,500 3,100 45%
…
Total Total Number of Audience Members
Active Audience at end of Event
Total Active Users in Segment 1
Total Active Users in Segment 2
Percentage of Mobile Usage for Entire Cycle
Review and Decide!
Event Digital Metrics ReviewBrowsing Behavior
• Event Audience Growth – What was the YOY growth in Total Audience? Behind, On, or Ahead of pacing with show growth?
• Audience Segments by Category – How did my category segments compare to last year? To expectations?
• Mobile vs Desktop – Am I crafting content appropriately? How many people are trying to register via mobile?
Marketing and Funnel Activity• Net new audience (year over year) – Leading indicator of growth. Start tracking and caring about this
YOY.• Time to registration – Start tracking conversion funnel from day site is launched.• Exhibitor Referrals – How many users and registrations came from Exhibitor referral activity?• Interpolated multi-touch (“event”) attribution – Requires a little bit of help
