*this is a guide that was created from lecture videos and is used to help you gain an understanding of why marketing analytics is important.
KPI- measurable value that tells our organization how effective we are at achieving business objectives
Analytics can be used to measure and track KPI. The purpose of KPI’s are to drive specific action and remove guessing, result: data driven removes guess work.
Which metrics to measure
Vanity metrics- looks great but doesn’t lead to any action
Examples are global visitors, changes in device type
Actionable metrics- valuable data that can be lead to action
Examples are cart transactions, referral traffic that converts, keywords that convert
KPI selection for various business types
Social traffic data: referral visits, total unique visitors, conversion rate, conversion rate per channel
Conversion rate per campaign: average order value, bounce rate, bounce rate by campaign, online brand strength
KPI Groupings- Conversion metrics, revenue metrics, brand metrics, ROI metrics
Importing existing dashboards
Sign into Google Analytics -> Reporting tab -> Dashboards -> Add New Dashboard -> Import from Gallery -> Select category on left that is relevant to your business’s KPI’s -> select website and create
New dashboards and KPI alignment
Sign into Google Analytics -> reporting tab -> dashboards -> new dashboard -> name dashboard for specific report -> add specific widgets to create a dashboard
Dashboards are used to measure status of goals.
Setting up goals to track specific KPIs
Sign into google analytics -> admin tab -> view: goals -> add new goal -> select inquiry -> give name -> select type -> goal details and save
Event tracking for deeper management
Used for developers, A/B testing, KPI measurement, marketing and finance. Fter events are set up, you can see reports through Behavior -> Events
Typical events- clicks on links (shopping cart) or clicks on elements (images, location, maps)
Expanding dashboard data for further measurement
Sign into google analytics -> reporting tab -> select dashboard you want to work with -> choose date range -> select widget from dashboard you want to expand -> measure KPI’s for objectives
Reading Google Analytics Reports
Sign into Google Analytics -> Reporting tab -> Ensure Goals are set up -> conversions -> goals -> goal flow -> select metric you are tracking, such as landing page -> click on drop down and find behavior -> select landing page
Example Question: Which referrers delivered the highest conversion?
Solution- Sign into Google Analytics -> Reporting tab -> Ensure Goals are set up -> conversions -> goals -> goal flow -> select metric you are tracking, such as landing page -> click on drop down and find acquisition -> select source, to see every channel
Measuring a content marketing KPI
Sign into google analytics -> reporting tab -> behavior -> site content -> landing pages -> order by bounce rate or sessions to see the source, click on the secondary dimension and under acquisition select source for a second column -> export the report to sort and filter the data through Excel
Measuring a brand-related KPI
Sign into google analytics -> reporting -> audience tab -> overview -> add segment -> system -> direct traffic -> apply
Measuring a customer loyalty KPI
Sign into google analytics -> reporting -> audience -> behavior -> new vs. returning to see how frequently visitors return. Segment to get more information. To see visitor loyalty segment- click add segment -> system -> paid traffic -> apply. Add this report to a dashboard if you want to.
Scheduling PDF reports for email
Sign into google analytics -> reporting -> select a dashboard -> select widget of KPI -> email -> add email address of person you want to receive the report -> send report. Ensure you have the report view that will accurately reflect KPI’s correctly.
Create a dashboard that shows actionable data!
What is segmentation and testing?
100’s of bases for segmentation through digital marketing, ecommerce and big data compared to traditional marketing
Action- adjust marketing mix for each segment, ‘What actions can we take?’
Testing: Specify a hypothesis and test to see if it leads to a better conversion
The ability to analyze different segments of users and test different marketing propositions can help to redefine reciprocal value between the business and its customers
Can you think of potential segments of users in your business who will benefit from a different marketing mix?
How can analytics be used to reveal more about these potential segments?
Planned vs. retroactive segmentation
Ask stakeholders what they want from the data, then set up views and segments that meet their needs.
Planned- occurs if you know ahead of time which segments of data need to be monitored
Sign into google analytics -> Admin tab -> view: filters -> create new view -> add filter information and save
Retroactive- used when there is something we just thought of such as a new idea and it is something that has happened in the business that we want to know more about. Sign into google analytics -> reporting -> behavior -> behavior flow -> add new segment to create a custom segment -> save
You can import from gallery for segments that people have created before and you can use to see if it is sufficient.
Segmentation for engagement testing
Technological segmentation- improve user experience, engagement and conversion. Group 1: consume on the go, group 2: shop on multiple devices, group 3: only access to mobile
How to test hypotheses for Mobile Users having a better conversion- Update copy -> test the segment behavior -> keep or discard changes
Sign into Google Analytics -> Reporting tabs -> Audience -> Overview -> Mobile -> Overview -> Goal Set -> add segment -> mobile traffic -> apply -> once you apply segment you can see new graph that you can track. -> add goal set: goal conversion rate (sessions vs. goal conversion rate)
Demographic Segmentation- update advertising budgets online -> test segment conversion rate -> change policy for future advertising
Example. Sign into google analytics -> reporting -> set date range for a 1 year to 2 years audience -> demographics -> overview -> -> gender -> add segment -> ‘advertising’ -> apply -> secondary dimension drop down: acquisition: source to explore traffic segments
Behavioral segmentation- time spent on page, returning visits, popular content.
Example of what client wants to see Show most popular content, find related segment insights.
Sign into google analytics -> reporting tab -> behavior -> site content -> all pages -> sort by most ‘pageviews’ -> add new segment -> behavior -> session duration
> 60, name segment ‘60 seconds’ -> create and apply to have most popular pages with a separate segment for users who spend more than a minute -> switch to performance view to see how the segments perform compared to the other
Campaign type segmentation for conversion and goal testing
Segment data required: best performing campaign, related segment data.
Sign into google analytics -> reporting tab -> conversions -> goals -> overview -> Goals: source/medium
Sign into google analytics -> reporting -> Acquisition -> all traffic -> channels -> top right percentage view button to get pie chart to see various sources of traffic in a segmented view.
Social segmentation for channel testing
View visitors of each social network as a segment to determine which segment is already popular. Sign into Google Analytics -> audience -> overview -> add segment with social media -> apply -> acquisition -> social -> overview (google analytics will apply the segment that you created); click ‘landing pages’ to see how the social traffic played out on the landing pages. -> You can remove segment and then add add a secondary dimensions -> acquisition: source to compare most popular landing pages from a social perspective to see which one of the sources are the most responsible for the traffic. -> Next step would be to export into Excel and to sort the data
Difference between A/B and multivariate testing
A/B Testing- test one result and it is based on two separate variables such as landing pages. You can change the variables.
Multivariate testing- test of several variables with more information of how these variable interact with each other and the outcome on the goal. You can test specific elements within each variable. Multiple segments will be used to produce these elements.
Plan the process before starting A/B or multivariate testing.
Conversion segments and conversion path data
Sign into google analytics -> conversion -> multi channel funnels -> overview -> conversion segments -> default segments: referral, first interaction in paid advertising, last interaction in paid advertising, first interaction on direct, last interaction in direct, first interaction in organic search, last interaction in organic search used to see all segment of all sources (you can also create new conversion segment to customize criteria)
Testing content for different audiences
Sign into google analytics -> behavior -> overview -> add segment -> new segment -> demographics: female -> name segment and save -> new segment -> demographics: male -> name segment and save. Comparing these segments side by side will show different gender demographic data.
When using Content Experiments, it is not very useful when testing specific segments, it is better used to test different copyrighting when looking at the same segment of users.
Choose Metrics that matter
Actionable vs. Vanity, Custom Segmentation
Enabling people from diverse backgrounds to draw insights from what the data is telling them.
Share information that adds value
Structured reports- gather all data and craft the structured or even semi-structured report
Multiple formats: PDF for internal use, SlideShare to share easily, PowerPoint to present easily, Video for dynamic and personalized
Crafting reports: Structure and components
- The Executive Summary– The summary appears first in the report but we create it last. Short and accurate summary of the report, which draws together all the main points without the use of any graphic. It is aimed at busy executives and senior management to quickly know what is happening and the main points without going into too much detail. You can also mention strategic significance.
- Report Introduction– Short discussion of research methods with an overview of what happened. What sources will be used, example being Google Analytics.
- Key Findings– Data snippets, images, and descriptions. A well-written interpretation of the data that makes sense to the reader followed by discussions. Fastest growing cities, best performing advertising channels are examples.
- Opportunities and Trends- Elaborate on the data presented earlier. Compare various data and describe what it could mean to the business. Market share and opportunities for growth and competitor analysis are examples. You can link this to the key findings section.
- Recommendations- The opinion of the team based on the data. How the business can act on the data. “Consequently, we can add 5 channels and grow by 40%.”
- Conclusion- ensure main findings are discussed without any graphics. State the areas not researched. What was our method of creating the report and future research opportunities.
- Referencing- you can use academic referencing as it will increase credibility and demonstrate ethical awareness although it is not necessary.
Structure vs. Content
Structure is only the starting point; useful interpretations should lead to actionable advice.
Presenting analytics data via video recordings
Dynamic and less open to interpretation, ability to discuss what appears on screen. Appealing to customers, who enjoy personalized reports and more attention. Is it better than an impersonal report? Tools you need are Screen Recorder Camtasia or Corel VideoStudio), Video Hosting or FTP (YouTube for low res, or vzaar/Vimeo for high res). You can use the same structure as for other reports.
Data types and sources to consider
Internal data sources- Analytics from Microsoft, Google or IBM.
Vendor-Specific Advertising Analytics- LinkedIn ads, Bing Ads, AdWords, useful when we valuate digital media buying.
Company spreadsheets- leverage data from any department, typically Excel
CRM Data- Social media dashboards and customer insights
External sources- Competitor and industry benchmarking, Alex.com or Similarweb.com, competitor advertising, SEMrush to report positioning and general forecasts on advertising.
General statistics- overall worldwide trends such as relating digital marketing to global trends and forecasts.
Use reliable sources and state that accuracy is not 100%.
A flexible approach to structures- Longer reports need to provide better guidance to navigate through the content, do not make the client feel lost.
Simplify: Describing data and events
What does it mean to the business?
Create a meaningful data experience that is actionable for all readers.
Define industry terminology and provide interpretations. Define > Discuss >Interpret and feel free to use a glossary in your report if needed.
Hedging is a great way to indicate that there is a high probability of something. Any claim should be cautious. What hedging says is that it is reasonable to arrive at an assumption but that it is not 100% accurate.
Introductory verbs-seem, believe, indicate
Modal verbs- must, might and may
Modal nouns- possibility, assumption and probability
Visualization within Google Analytics
-Sign into google analytics -> audience -> geo: location (standard view is data view) -> switch the view in the top right to get ‘percentage’,’performance’ or ‘comparison’ view.
-Sign into google analytics -> behavior -> behavior flow -> specify dimensions.
-Sign into google analytics -> conversions -> goals -> goal flow to see visual representation of the path that visitors follow to conversion/goal completion
How to write a good executive summary
Primarily what business executives will see, they need to know the essence of the report. Address the target audience appropriately:
Investors- “the report reveals the four main areas of investment opportunity.”
In house technical team- “the report reveals four structural problems that ecommerce engineers should consider
Research for the specific report you will need such as technical vs. marketing. Many companies use branded templates. Senior management may have a set of templates for executive summaries.
Testing the Executive Summary- Does it make sense to the reader without any graphics and data, only in written form? If it doesn’t, then improve it.
Obtain Data Needed
Finding data about the competition; finding data about the industry.
Cost data for other ad networks that can help us grow, key industry players and content providers online, estimate of market leaders digital ad spend, industry statistics to guide strategic decisions
Key Industry Players and Content Providers
Alexa.com to find industry benchmarking
Market Leaders Digital Spend
Obtain estimated data from SEMRush.com
Using Tableau to Enrich Reports
Data visualization makes report more interesting and easier to use. You can use GA Connect to pull various datasets from Google Analytics.
Drawing inspiration from others
Marketo has good digital marketing reports. Search area -> enter reports -> marketing research and analyst reports