Data Framework Fundamentals
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Digital analytics provides insights into customer behaviors online to continually improve the customer experience and drive business outcomes. A complete digital analytics model includes measuring customer actions, reporting on performance, analyzing data through segmentation, testing optimizations, and improving practices based on learnings. Developing a measurement plan is the first step, defining objectives, goals, key performance indicators, targets, and data segments. The plan informs the infrastructure roadmap, implementation plan, activation plan, and maintenance process to evolve analytics over time. Holistic, active, and media-agnostic measurement approaches account for all relevant customer touchpoints across channels and devices.
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Data Framework Fundamentals
- 1. Digital Analytics UNDERSTANDING CORE FUNDAMENTALS & FRAMEWORK
- 2. Changing customer behaviors have dramatically changed the way brands need to measure success. IN 2016, ANALYTICS WILL COME TO THE FOREFRONT FOR JUSTIFYING BUDGETS AND BUSINESS ROI. #DigitalMarketing #Analytics “ 2
- 3. What Is Digital Analytics? Digital Analytics is the analysis of online business and competitive data to drive a continual improvement of the online customer experience. It includes both qualitative and quantitative insights to understand how consumer behaviors and actions are impacting desired business outcomes (both online and offline). 3
- 4. The goal with digital analytics is to tie back customer actions on any website or digital asset to desired business objectives. 4
- 5. What Does a Digital Analytics Model Look Like? 5
- 6. TheFiveBasicComponentsofaDigitalAnalyticsModel Measure Customer actions & influence Report Document performance & results Analyze Qualify what and why thru segmentation Test Learn and evolve Improve Develop best practices METHODOLOGY 6
- 7. What Are The Key Benefits of Digital Analytics? 7
- 8. Analytics Creates Business Intelligence… Data + Segmentation + Measurement + Analysis = Better Performance What Brand initiatives currently being undertaken are resulting in either upticks or downward trends in digital marketing performance? How can data insights be segmented and leveraged to contextually understand nuances within aggregated measured results? How do channels, platforms, content and more perform to impact user engagements and bottom line results? • Traffic Source Patterns • Campaign Performance • Content Resonance • Device & Screen Preferences • Marketing Channel Influences • Geography Considerations • Customer Characteristics • Acquisition Costs • ROI Performance 8
- 9. Analytics Helps Conversions… Macro Conversions When someone completes an action linked to a primary business objective. How does macro and micro conversions help you better understand where people are in their journey to conversion? Micro Conversions When someone completes an action assisting a primary business objective. ► What are the indicators users are moving closer towards a macro conversion? 9
- 10. Analytics Measures Attribution & ROI… Attribution models (Last Click, First Click, Linear and more) provide intelligent guided insights into placing value on which efforts across each of your channels is contributing to an ROI. • Last Click attribution assigns 100% value on the last marketing activity without consideration to the events leading up to the final click. • First Click attribution assigns 100% value to where the user first engages with your business and starts the consumer journey. • Other attribution models such as the Linear attribution model assigns weighted values to each touchpoint in the customer journey to better gauge influence and impact across multiple channels. Assigning Credit for a Conversion 10
- 11. So Where Do You Start? 11
- 12. Measuring… Engagement + Effectiveness + Action = Improved Online Customer Experiences. #CustomerExperience “ 12
- 13. A 5-Step Planning Framework Measurement Plan – define business objectives, strategies & tactics, KPIs and metrics, data needs, target performance milestones. Infrastructure Roadmap – identify what data needs can be tracked based on architecture and design. Implementation Plan – identify analytic platforms and necessary code snippets required for tracking data insights. Activation Plan – build and activate implementation recommendations for each appropriate digital asset. Maintenance Plan – design and refine methodology and process to evolve and manage analytics as insights are gathered and collected. Define Measurement Plan Document Technical Infrastructure Create Implementation Plan Implement Action Plan Maintain & Refine Begin With A Guiding Plan 13
- 14. STEP 1: MEASUREMENT PLAN A COMPLETE AND COMPETENT DIGITAL MARKETING MEASUREMENT PLAN WILL FOCUS ON THREE KEY BUSINESS AREAS TO MANAGE YOUR MARKETING EFFORTS. 14
- 15. Whyareyouundertakingyourdigitalinitiatives? Acquisition e.g., How are you anticipating traffic to be created for your website or other digital asset? Did you cover al three components of successful acquisition: Earned, Owned and Paid media? How would you prioritize each? Where are you spending most of your efforts? Behavior e.g., What is the behavior you are expecting when people arrive? What pages should they see? What videos should they watch? Should they visit repeatedly? Are there certain actions they should take? What is unique about your effort that ties to an optimal experience for the customer? Outcomes e.g., What outcomes signify value delivered to the business bottom line? A download? A phone call to your call center? A qualified online lead? Signing up for email promotions? People buying your product / services? A 95% task completion rate? A 10 point lift in brand perception? 15
- 16. What Does A Measurement Plan Include? ► Established business objectives upfront to set broad parameters for the work (strategies and tactics to support your objectives). ► Crisp execution goals clearly tied to each business objective. ► Defined metrics that will be linked to KPIs. ► Target parameters which identify performance for each KPI. ► Data segments to group people, behaviors and outcomes that you’ll analyze to understand why you succeeded or failed. 16
- 17. What You Need to Know About Objectives ► Develop Business Objectives using the DUMB formula (doable, understandable, manageable, and beneficial). • Answer the questions, “Why does your website, digital asset or digital marketing initiative exist?” and “Why are you doing what you are doing?” • Make them clear and executable and make sure they deliver value to the company (short and long term). 17
- 18. Common Objective Examples ► Identifying unique business objectives or desired outcomes for your digital marketing efforts will form the foundation for managing your initiatives. • E-commerce – sell products and services • Lead Generation – collect consumer information for follow up by sales teams • Content Publishing – produce content and ads to drive engagements and frequent visitation to digital properties • Information & Support – help consumers find information they need at the right time and at the right place • Branding – create and drive brand awareness, engagement and loyalty 18
- 19. What You Need to Know About Goals ► Goals are specific strategies and tactics you’ll leverage to accomplish the business objectives. • Start with acquisition and behavior questions and build clear, direct lines between Goal and each objective. • Think about supporting Micro Conversion events and map them to Macro Conversion goals. 19
- 20. What You Need to KnowAbout Metrics & KPIs ► A Key Performance Indicator (KPI) is a metric that helps you understand how you are doing against your objectives. • Goals allow you to reach your objectives, therefore KPIs should be linked to each Goal. • For each goal, you’ll want to find the most relevant KPIs. • Try to identify SMART KPIs that truly reveal marketing performance and business impact. 20
- 21. What You Need to KnowAboutTargets ► Targets are simply quantitative numerical values you’ve pre-determined as indicators of success or failure. • Targets can come from historical performance, but be realistic in how fast and how large performance gains can be achieved. • Targets can be adjusted and re-aligned to actual market and execution dynamics. However, starting with realistic expectations should be emphasized at the outset to ensure your digital programs build momentum and nurture inspiration. • Over time, the more familiar you become with performance for your new marketing initiatives, the easier it will be to set manageable and realistic targets. 21
- 22. WhatYouNeedtoKnowAboutDataSegments ► Data segments are groups of people, their sources, onsite behavior, and outcomes. • To get the most out of data analytics, understanding nuances within segmented data populations helps you understand actions of specific groups of people to align your marketing efforts for maximum ROI and benefit. • Segments can include sources of traffic, types of desirable people, their attributes, their behaviors, and the engagements mapped to your goals. • Think about what groups of people are important. What visitor behavior is desirable. What traffic source marketing was focused on. Who you are trying to attract. What on your site is important. And anything else relevant for ultimately conversion. Then define your optimal segments. 22
- 23. Business Goal Help people enjoy the outdoors through innovative products, and the love of the outdoors. Goals & Tactics Strategy: Sell Products Strategy: Engage Users Sell Online Drive Store Traffic Drive Blog Engagement KPIs & Targets KPI: Online Revenue Target: $1 Million KPI: Avg. Order Value Target: $9.00 KPI: Find a Store Location Target: 10,000 KPI: Print Coupon Target: 300 KPI: Page Depth Target: 4 KPI: Social Share Target: 300 Segments Marketing Channel / Traffic Source New vs. Returning Geographic Location ASimpleRepresentationofaMeasurementPlan 23
- 24. STEP 2: INFRASTRUCTU RE ROADMAP AS BUSINESS DATA NEEDS ARE IDENTIFIED, YOU WILL NEED TO GATHER INSIGHTS INTO THE TECHNICAL ENVIRONMENT TO DETERMINE WHAT DATA POINTS CAN BE COLLECTED. Based on your data needs, all required data points may not be possible to track via embedded site coding. If this is the case, you will need to determine what other tools and resources you may need to complement the capabilities of the analytics platform of choice. 24
- 25. STEP 3: IMPLEMENTATIO N PLAN ONCE DATA NEEDS ARE CLEARLY IDENTIFIED AND ALIGNED TO THE CHOSEN ANALYTIC TOOLS, YOU WILL NEED TO DEVELOP THE TRACKING DETAILS FOR YOUR RECOMMENDATIONS. In Google Analytics, for example, this would require defining the code snippets and specific product features (e.g. goal tracking, ecommerce modules, filters, campaign tracking AdWords linking) that you will need in order to track the data defined in your measurement plan. 25
- 26. STEP 4: ACTIVATION PLAN THE NEXT STEP IS TO HAVE THE WEB DEVELOPMENT TEAM, OR MOBILE TEAM, ACTUALLY IMPLEMENT YOUR TRACKING RECOMMENDATIONS. Some website technologies may require additional planning, such as: • Query string parameters • Server redirects • Flash and AJAX events • Multiple domains and sub domains • Responsive web design 26
- 27. STEP 5: MAINTENANCE PLAN THE FINAL STEP OF THE MEASUREMENT PLANNING CYCLE IS TO MAINTAIN AND REFINE YOUR PLAN. This is simply the process of continually updating your business requirements and your technical environment to ensure data keeps pace with changing business dynamics and your reporting needs. 27
- 28. The root cause of failure in most digital marketing efforts is not the lack of creativity or design of a website. IT IS QUITE SIMPLY THE LACK OF STRUCTURED THINKING ABOUT WHAT THE REAL PURPOSE OF THE EFFORTS ARE AND A LACK OF AN OBJECTIVE SET OF MEASURES WITH WHICH IDENTIFY SUCCESS OR FAILURE. 28
- 29. APPENDICES 29
- 30. ATTRIBUTION MODELS Last Click The Last Interaction (Click) model attributes 100% of the conversion value to the last channel with which the customer interacted before buying or converting. When it's useful: If your ads and campaigns are designed to attract people at the moment of purchase, or your business is primarily transactional with a sales cycle that does not involve a consideration phase, the Last Interaction model may be appropriate. 30
- 31. ATTRIBUTION MODELS Last Non-Direct Click The Last Non-Direct Click model ignores direct traffic and attributes 100% of the conversion value to the last channel that the customer clicked through from before buying or converting. Google Analytics uses this model by default when attributing conversion value in non-Multi-Channel Funnels reports. When it's useful: Provides a useful benchmark to compare with results from other models. In addition, if you consider direct traffic to be from customers who have already been won through a different channel, then you may wish to filter out direct traffic and focus on the last marketing activity before conversion. Last AdWords Click The Last AdWords Click model attributes 100% of the conversion value to the most recent AdWords ad that the customer clicked before buying or converting. When it's useful: If you want to identify and credit the AdWords ads that closed the most conversions, use the Last AdWords Click model. First Click The First Interaction (Click) model attributes 100% of the conversion value to the first channel with which the customer interacted. When it's useful: This model is appropriate if you run ads or campaigns to create initial awareness. For example, if your brand is not well known, you may place a premium on the keywords or channels that first exposed customers to the brand. 31
- 32. ATTRIBUTION MODELS Linear The Linear model gives equal credit to each channel interaction on the way to conversion. When it's useful: This model is useful if your campaigns are designed to maintain contact and awareness with the customer throughout the entire sales cycle. In this case, each touchpoint is equally important during the consideration process. Time Decay Heavily credits the touchpoints that occurred nearest to the time of conversion. The Time Decay model has a default half - life of 7 days, meaning that a touchpoint occurring 7 days prior to a conversion will receive 1/2 the credit of a touchpoint that occurs on the day of conversion. Similarly, touchpoints occurring longer cycles are apportioned credit. When it's useful: If you run one-day or two- day promotion campaigns, you may wish to give more credit to interactions during the days of the promotion. The Position Based model allows you to create a hybrid of the Last Interaction and First Interaction models. Instead of giving all the credit to either the first or last interaction, you can split the credit between them. One common scenario is to assign 40% credit each to the first interaction and last interaction, and assign 20% credit to the interactions in the middle. When it's useful: If you most value touchpoints that introduced customers to your brand and final touchpoints that resulted in sales, use the Position Based model. Position Based 32
- 33. HOLISTIC MEASUREMENT Your customers are active all the time and everywhere, so you should be as well. To truly win moments that matter across all screens and situations, you must acknowledge, and measure, all relevant touch-points. For example, are you running related marketing efforts across email, display, and search ads? Do you see customers performing some tasks more frequently on smartphones while other tasks are more common on laptop? Rather than evaluating these programs and behaviors separately, your measurement strategy should focus on connecting the dots between these consumer moments. Consider your overall business goals and then measure the role that each touch-point plays in achieving those goals, keeping in mind the complementary effects of multiple channels and devices. 33
- 34. ACTIVE MEASUREMENT Harnessing the power of location, intent and social connections is possible today, and smart marketers are always on, always optimized-using customer signals to create winning experiences for their brand. Active measurement is about quickly acting on the insights you uncover as you go, but more importantly, it's about good measurement planning. This proactive piece is often overlooked, even by the savviest marketers and analysts. To effectively measure, you must define expectations about how your customer will interact with your brand before you look at the numbers. Then, question any surprising results. Active measurement means examining real human behavior and influences instead of reporting the same old data on clicks or bounce-rates. 34
- 35. MEDIA-AGNOSTIC MEASUREMENT As technology usage has expanded, patterns of research and influence have become more diverse (with many consumers consulting 10 or more sources before a purchase). In the new digital age, it's no longer realistic or smart to judge campaigns solely by the final interaction using a last-click model, or to think only about single-device or single-session interactions. Customers move fluidly across channels and devices. To truly understand the value of your digital investments, you have to overhaul your conversion goals to capture all the large and small behaviors that lead to business success. Once you have visibility into the customer journey, you can begin assigning credit with attribution models to determine your best channel and investment mix. Next, optimize your programs and run controlled experiments to see how you could improve your results even further. It's an active, ongoing process. 35
- 36. Google Analytics Basics UNDERSTANDING CORE FUNDAMENTALS & FRAMEWORK 36
- 37. Basic Google Analytics Platform Collecting Information • Websites: JavaScript code is required to track and collect data points (inserted on every website page) • Other Digital Connected Devices: custom coding required based on device and OS • A “hit” or “interaction” is one event or package of data • Website events track Page Views • Mobile and Other Connected Device events track a specific identified activity Collection Processing Configuration Reporting Data Collection Settings & Filters for Data Storage & Manipulation Websites, Mobile, Kiosks, POS, more Google Web Interface, Own Core Reporting API 37
- 38. Key Dimensions and Metrics Defined Dimensions Characteristics of users, their sessions and actions Common Dimensions: • User Dimension, e.g. geography • Session Dimension, e.g. traffic source • Interaction Dimension, e.g. Page Title viewed Metrics Numerical quantitative measurements of users, sessions and actions Helps you understand behaviors of users – count how often things happen Common Metrics: • Audience Metrics, e.g. visitors (unique, new, returning) • Behavior Metrics, e.g. pages/visit per session and events (actions taken) • Conversion Metrics, e.g. conversion rates for defined actions Reporting All Google reports contain both Dimensions and Metrics Common Configurations: • Session timeouts (controls how long to track data) • Adjusted bounce rates Event Tracking: each event (action) is recorded as a single interaction 38
- 39. Collecting Actionable Data / Setup Creating an Account Websites & Apps Create an Account Specify Website or App Websites – install provided JavaScript code on each page you want track – inserted at Top of Page before closing Head Tag Apps – download a mobile SDK for specified device OS for development team Once code is added to site, real-time tracking and reporting should begin Google Tag Manager New available option to insert JavaScript into websites e.g., AdWords, Double Click or Google Analytics tags (www.google.com/tagmanager) Plug-ins Some sites allow easier JavaScript site insertion via plug-ins It’s as easy as implementing an Analytics ID into admin settings e.g., Blogger, WordPress, Drupal 39
- 40. Getting Started Understanding Your Account Structure One account can manage multiple digital properties Option available to have data collection setup for individual or an aggregated ‘rollup reporting’ data view Each digital property or combination of assets will have a unique Tracking ID Views can be configured for each property to provide the most valuable insights relevant for select filters, e.g. geographies Google recommends a minimum base of three views to protect your data and to make and test changes as needed Once any changes to filters are applied or deleted – and any new data is collected and processed -- you cannot revert back to old views and/or recover previous data that is lost ☼ Unfiltered Views contain all the raw data from which other filtered views are constructed ☼ Ideally, your measurement plan is developed prior to setting up your account, properties and views Primary Google Account UA-1234 Primary Website UA-1234-1 Unfiltered View Master View Test View Blog Site UA-1234-2 Mobile App UA-1234-3 Primary Google Account UA-1234 Primary Website & Blog Site UA-1234-1 US Europe Asia Mobile App UA-1234-3 40
- 41. Adding Filters to Views Structuring Data Views Filters are used to present desired trackable data points from the raw data collected from the website or app You can exclude, include, or change what data is viewable aligned to business needs e.g., include customer data -- but not employee data (configured by using IP business address) Filters are applied using rule-based conditions Filters are applied from the moment you create them and are not retroactive Two types of filters exist: predefined (most common used filters) and custom to fit almost any unique situation ☼ Filters are applied in the order that they appear in your configuration (the output of one filter becomes the input of the next filter) ☼ Filters can be archived in the Filter Library and be re-used for any view ☼ PRO TIP: Test new filters on Test Views before applying them to the Master View 41
- 42. Setting Up Goals & Ecommerce Macro & Micro Conversion Tracking Goals can be set up for both websites and apps Setting up Goals in Google Analytics will map to KPIs within your measurement plan Macro Conversions are ultimately linked to your primary business objectives Micro Conversions are the related relationship building activities that lead up to a Macro Conversion Goals are configured at the View Level There are four types of Goals: • Destination – e.g. views a page specified (Thank You or Order Confirmation page) ☼ Apps are slightly different in that you would set up a screen view Goal instead of a destination Goal • Duration – e.g. 5 minutes or more • Pages / Screens per visit – e.g. 3 pages • Event – e.g. played a video Destination and Event goals track users actions Duration and Pages / Screens per visit goals track user engagements When a user completes a Goal, it triggers and tracks a Conversion Conversion totals and Conversion rates can be segmented aligned to filters to provide a better understanding of how results are achieved Monetary Values can be specified for a Goal as attribution for measuring ROI based on user actions or events ☼ e.g. advertising ROI and average per visit value – especially useful for a non ecommerce website 10% of leads closed $500 average value per lead $50 goal value 42
- 43. Setting Up Goals & Ecommerce For each Destination Goals you create, you can also set up a Funnel process – …a series of defined actions(defined Page views) a user must complete to be counted as a completed Conversion e.g. A Sales Checkout Process • Add items to a cart • Enter shipping information • Submit payment information Defined Funnels offer the benefit of understanding where users enter and exit defined processes Understanding where users drop off in a process allows you to reflect on the need to streamline the process further for a better user experience Ecommerce Tracking provides reports detailing granular user engagements to further analyze commerce activity ☼ Ecommerce reports do require additional coding on the transactional page to capture transaction details Important Considerations ☼ A Goal Conversion can only be counted once during a visit ☼ Ecommerce transactions can be counted multiple times per visit ☼ PRO TIP: Only add a Goal Value to non-ecommerce Goals – otherwise revenue will be double counted Macro & Micro Conversion Tracking 43
- 44. Collecting Campaign Data Traffic & Campaign Reporting Aligned with the segments you identified in your measurement plan Set up to tie marketing investments to conversions and revenue Google Analytics captures from each user session source and medium Source is simply where the user came from immediately prior to visiting your site Medium is the mechanism for how the user got to your site, e.g., Google Search Default Medium information without customization includes : Organic, Referral or None • Organic – user visits from clicking on SEO links or unpaid search results • Referral – user visits from websites with links embedded within the sites that do not include a search engine • None – user visits directly without assistance from either SEO or links by typing in your URL address or clicking on a bookmark To track specific campaigns in Google Analytics, you need to use a process called Link Tagging: i.e. > link naming to specific desired campaign destinations http://www.website.com/landingpage Campaign Considerations Social media, email, advertising, more There are five types of Campaign Parameters, which when used override the default Source and Medium tag classifications to report campaign data • Source – content description • Medium – specific channel used • Campaign – campaign name identifier • Term (optional) – identifies the keyword in paid search campaigns • Content (optional) – differentiates content versions (e.g. A/B testing) ☼ PRO TIP: Google provides a URL Builder tool to simply creating Link Tags 44
- 45. Collecting Campaign Data Traffic & AdWords Reporting Google Analytics and Google AdWords are connected and auto enabled There is no need to manually add Campaign Tags for an AdWords campaign Adwords auto tagging automatically populates the Five Tagging Campaign Parameters (Campaign, Medium, Source, Content and Keyword) Auto Tagging also supports keyword match type, ad placement domain, etc. Channel Groupings enable you to group activities across channels to better reflect how you manage your marketing strategy Structured and organized as ‘rule-based’ groups to track traffic based on Campaign, Sources, Mediums or Keywords e.g. email, search and display Ideal for integrated and coordinated campaign efforts Report Formats & Navigation All Traffic Reports – Source & Medium Campaign Reports – Tagged and AdWords campaigns Keywords Reports – Tagged Keywords for Paid Search campaigns ☼ PRO TIP: When tagging campaigns, be sure to: • Use consistent spelling • Use consistent capitalization (case sensitive) • Use consistent values for mediums, e.g. “cpc”, display”, “social” Combining Multiple Reporting Views 45
- 46. Google Analytics Reports UNDERSTANDING FORMATS & FRAMEWORK 46
- 47. Navigating Google Analytics Reports Reporting Interface Interface includes easy to use tools to manipulate and view reporting data Basic capabilities include: • Specifying Date Ranges and Comparative Date Ranges • Graphing and Plotting Data • Filtering, Sorting & Comparing Data for Unique Correlation Views • Adjusting Metric Views • Annotating Graph Points Data Tables Data tables can be sorted by Dimension and key identified metrics Combined Dimensions can provide added analytical views Metrics which can be selected include: site usage, goals and ecommerce metrics Filters can be applied to further refine data views for more specific analysis based on needs View Options View Option selectors allow you to visualize metrics in various ways • Data Views • Percentage Views • Performance (Bar Graph) Views • Comparison Views • Pivot Views • Select Data Table Plotted Row Graph Views 47
- 48. Understanding Audience Reports User Behaviors Audience section within Google Analytics is full of information to understand characteristics about your users Basic user behavior capabilities include: • Geographies • Devices • How often users visit (frequency) • Time lapses of user visits (recency) Reports Audience Reports are used to understand 1) characteristics of your users, what devices they use, and their loyalty and engagement Heat maps for locations (macro and micro levels) sorted by select metrics • Demographics • Behaviors • Technology • Mobile • Custom Available Insights Depending on the views constructed, markets and user behaviors can be analyzed to streamline future marketing efforts and performance • Where customers by market are most engaged • How geographies impact customer loyalty and value • Which markets are mature vs. emerging based on visitation trends • How marketing can be adjusted or applied by geography performance 48
- 49. Understanding Acquisition Reports Analyzing Visitor Traffic Helps you understand how visitors find your website or app and the valued investment made via channel for marketing Acquisition Reports can be broken out by channel, source, medium, keyword Other views such as content, campaign, landing page etc. can also be analyzed The All Traffic Report provides metrics for all traffic sources to identify top performing sources But Traffic metrics alone do not equate to quality of user visit – you’ll need to look at deeper secondary metrics to figure out the quality of the traffic source (e.g. bounce rate) Once you’ve analyzed the traffic data through filters, you‘ll have a better understanding of overall performance by channel to adjust your campaigns and efforts Goals and Ecommerce (when set up) provide added views for deeper analysis into conversions and purchases Campaign views within Acquisition Reports allows you to compare individual campaigns side by side Filters can be applied for more granular campaign views as needed (e.g. source, medium, content, etc.) 49
- 50. Understanding AdWords Reports Analyzing Keywords Specific to AdWords campaigns to compare performance (e.g. Match type and geographic targeting) Leverages Cost Data imported directly from Google Adwords Coupled with actual revenue data -- key metrics such as ROI and Revenue per Click is automatically calculated Analysis enables performance views into each Campaign, Ad Group and Keyword with deeper analysis through Filters Post-click performance data provides views on what users do after they click on your ads • Site usage metrics • Goal conversion metrics • Ecommerce activity • Revenue , RPC and ROI metrics Within the AdWords Reports, you can view additional deeper analytics • Bid Adjustments, Keywords, Matched Search Queries, • Dayparts (hour and week day), • Destination URLs, Placements, and Keyword Positions If you have setup Ecommerce or Goal Revenues – RPC, ROI and Margin metrics help assess keyword profitability ☼ PRO TIP: Make sure your date range is long enough to accurately measure activity Too short of range or not enough data points in a range can be misleading to overall performance Date ranges should match at least the duration of your sales cycle 50
- 51. Understanding Behavior Reports AnalyzingVisitorActions Behavior Reports help you understand how users interact with your website or app -- i.e. what users look at and which content is popular to how visitors navigate pages and screens Additionally, site search reports help you to understand how users interact with your onsite search engine Reports help you discover opportunities for refining marketing campaigns: • Identify low performance pages that need improvement or identify high engaging content that can be further leveraged Page view metrics reveal how engaged visitors are for each page and for what content Views can be sorted by: • Behavior Flow and Site Content where content can be viewed by: • Page URI or Page Title • Content Drilldown • Landing & Exit Pages ☼ PRO TIP: Flash, Ajax and other interactive visitor actions can also be analyzed through an Events view – and can be tracked independently of Page view - does require additional coding by your web developers 51
- 52. Understanding Custom Reports Reports&Dashboards Simplifies reporting process and improves analytic workflow Allows you to customize the dimensions and the metrics you see in your preferred analytic reports Can be created to map to all of the data in your measurement plan without needing to seek the metrics across a large number of reports Offers a quick and easy way to get a high level view of your most significant metrics in one simple dashboard Three report type are available: • Explorer Report – hierarchy of data tables with clickable rows with an over time graph • Flat Table Report – single table with all of your data • Map Overlay Report – similar to Explorer type but uses a geographical visualization instead of the over time graph ☼ Need to specify at least one dimension and one metric in your custom reports where metrics can be organized into Metric Groups Filters can also be applied to organize vies as exactly as you desire Dashboards give you a view of how your site is performing using graphical widgets on a single page • Any standard or custom report can be added to the widget dashboard • Dashboards are completely customizable per your own design and needs • Historical or real-time views are available – or a combination ☼ PRO TIP: dashboards and widgets should map to your goals in your measurement plan 52
- 53. Understanding Goal Flow Reports NavigationPaths Visualize the path your visitors through a defined process toward a defined goal • View the paths users navigate to your goals • Understand whether users are completing targeted tasks Must setup at least one goal for your website or app Most valuable with one or more funnel steps proceeding the completion of the goal Along each step, you can view the percentage of users who have completed that step or dropped out of the funnel process If you have a high number of dropouts, this may reveal there is a problem in that particular step which needs to be improved ☼ PRO TIP: dimensions can be selected to provide deeper insights into the activities, e.g. locations, channel, device type 53
- 54. Understanding Ecommerce Reports TrackingSalesActivities There are three main ecommerce reports: • Product Performance Reports • Sales Performance Reports • Transactions Reports • Product Performance Reports – product rankings by sales or categories Can be analyzed by source and medium (channel) to understand impact of marketing efforts • Sales Performance Reports –analysis of time period (date) trends for sales • Transactions Reports – provides analysis of transaction IDs to understand if multiple products were purchased together and if there are opportunities for future cross promotion efforts 54
- 55. UnderstandingMultichannelFunnel Reports Sales & Conversions Multichannel funnel reports helps you understand over time how your marketing channels work together to drive sales and conversions Must setup goals or ecommerce tracking or both ☼ Note: Within Google Analytics, the attribution model for conversions by default is set to Last Click Multichannel analysis helps you understand how multiple touches over a period of time impacts your conversions Channels can play three roles in a conversion path: • Last interaction • Assisted interaction • First interaction ☼ PRO TIP: look for repeated patterns to give you insights into how best to market across channels Conversion path data is used to isolate the influence of each channel Default channels created within the reporting include: • Direct • Organic Search • Referral • Social Network • Display • Paid Search • Email Channels can be customized to match precisely your own used mediums. 55
- 56. Understanding Attribution Reports Channel Influence You are able to assign different attribution models to help you better understand your investment over time based on your channel marketing efforts Enables better budget allocation across your marketing channels • Last Interaction (Click) model attributes 100% of the conversion value to the last channel with which the customer interacted before buying or converting. • Linear model gives equal credit to each channel interaction on the way to conversion. • Time Decay model heavily credits the touchpoints that occurred nearest to the time of conversion. • Position Based model allows you to create a hybrid of the Last Interaction and First Interaction models. Instead of giving all the credit to either the first or last interaction, you can split the credit between them. • Last Non-Direct Click model ignores direct traffic and attributes 100% of the conversion value to the last channel that the customer clicked through from before buying or converting. Google Analytics uses this model by default when attributing conversion value in non-Multi- Channel Funnels reports. • Last AdWords Click model attributes 100% of the conversion value to the most recent AdWords ad that the customer clicked before buying or converting. • First Interaction (Click) model attributes 100% of the conversion value to the first channel with which the customer interacted. 56