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Dave Chaffey, founder of SmartInsights, talks at "Getting Ahead in Web Analytics 2", about the challenges of using web data to drive business change
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Taming the Analytics Elephant
Dr Dave ChaffeySmartInsights.com
Digital marketing strategy advice
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About Dave ChaffeyAbout Dave Chaffey
• A professional trainer in E-marketing since 1997
• Author of 5 bestselling marketing books now in their 4th and 5th edition
• Manages SmartInsights.com a marketing advice site with paid members in over 50 countries
• Insights Director at agency ClickThrough Marketing
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http://www.smartinsights.com/analytics-conversion-optimisation-alerts/dell-international-web-analytics-case-study/
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ELEPHANT TAMING #1 BUSINESS OBJECTIVES AND KPIS AGREED
1. DEFINED MARKETING OUTCOMES2. KPIS TO USE ON DASHBOARD3. INTEGRATE OTHER FEEDBACK AND SOCIAL MEDIA PREFERENCES
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Q. What do we want marketing to achieve?Q. Which measures will show success?
Reach Organic visits Media visits
Act “Stickiness” Leads
Convert Sales
Engage Satisfaction Advocacy = Sharing
Tip. Use Scent trails to target personas
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Create a top-level DashboardB2B Example. Value??
Source: Michael Brenner
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n Searches% Brand
ReachAwarenessand visits
Uniquevisitors
Bouncerate
Revenueper visit
Page views/visit
ActInteractionand leads
nLeads%
Conversion to lead
Goal value
per visit
Average order value
ConvertSales and
profit
nSales%
Conversion to sale
Sales value
n Brandmentions
EngageLoyalty and
advocacy
% active customers
% Customerconversion
% existing
sales value
Volume Quality Value
RACE dashboard
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Don’t neglect Customer feedback / VoC toolshttp://bit.ly/smartfeedback
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ELEPHANT TAMING #2 GOALS SETUP?
1. GOALS FOR MARKETING OUTCOMES2. GOALS FOR INTERACTION3. VALUE ASSIGNED TO GOALS
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What are the GOALS for our site?
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• Brochure thank you• Value
assigned:• E.G £3
• Call back page
• E.G. £4
• Taster page• E.G. £9
Call tracking with GA
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Example assigning value to goals
Practical Tip: Assign value to Goals when leads generated
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ELEPHANT TAMING #3 CUSTOMISED REPORTS AND INTELLIGENCE SET UP?
EXAMPLES FOR DASHBOARDS BY ROLE:1. SHOW PERFORMANCE THROUGH TIME 2. SHOW GOALS AND FUNNEL3. PERFORMANCE BY CHANNEL AND COUNTRY4. CONTENT EFFECTIVENESS PORTFOLIO
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Example Custom Reports 1
Tip: Create a time-based customreport to view through time
15Tip: Create a horizontal funnel segment
by medium or country
Example Custom Reports 2
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Setting up custom intelligence alerts
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Segmenting pages/product by performance
High Potential(Problems)
Top Performers
(Stars)
Low Potential, Low Performance
(Dogs)
Consistent Performers(Cash Cows)
Conversion rateOr conversion rate variance (add to basket) compared to average
Pag
e o
r p
rod
uct
pop
ula
rity
(vie
ws)
or
page v
iew
vari
ance
(co
mpare
d t
o a
vera
ge)
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Example: product portfolio
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Ongoing optimisation process
Source: Rich Page, Web Analytics Optimisation: An hour a day
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Let’s Connect! Questions & discussion welcome
SmartInsights.com
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