#PSMGConf 2014 | Ryan Kelly | Meaningful Marketing Measurement

MEASURE!Why • What • How

Brand

Copyright 2014 WSI Smart Marketing. All rights reserved.

Adapt


Target


Build


Track


Brand

Adapt

Target

Build

Track

Why Measure? Because we brand, adapt, target, build and track!

The “What Happened” Tracking


Anatomy of Google Analytics


Navigation

Left-Hand Top-Level Navigation


Google Analytics Dashboard


Google Analytics Dashboard

= Clicks

= Unique Visitors

= # of Pages Visited

= Avg. # of PagesPer User

= Time on Site

= Users Left After 1st Page Visited

= Percentage of First Time Visitors

= New vs. Returning Visitors


Audience Behavior

DATA1. New visitors have a lower bounce rate.2. Returning visitors look at twice the number of pages.3. Returning visitors stay on site 4X longer than new visitors.4. Returning visitors filled out the contact form on the contact page nearly twice as often as new visitors.


RECOMMENDATION1. Work hard on a loyalty program with off-site marketing such as press releases, article creation and social media management.

Browser and OS


RECOMMENDATION1. Make sure that your website looks right on the top three most popular browsers.

Mobile Engagement

ANALYZE1. Are we getting traffic from mobile devices?2. Are visitors staying on the site on their mobile devices?3. Are we getting conversions?


User Flow Analysis

RECOMMENDATION1. Look at the flow of your users and watch for trends.


Review Acquisition

ANALYZE1. Is what I’m doing working?


Social Networks

REVIEW YOUR SOCIAL NETWORKS1. Any trends in traffic increase?2. Which networks are converting? 3. What can I do to increase my conversions?


How to Set a Goal

• Step 1: Sign into your Analytics account

• Step 2: Click on Admin


How to Set a Goal

• Step 3: Click on Goals


How to Set a Goal

• Step 4: Click on + New Goal

• Step 5:Follow theDirections


The “How it Happened” Tracking


A Brief History

In 1901, Dodge together with Cline developed a photographic recording method of tracing the movements during reading; the camera device is shown here as is the photographic tracings on the right.

A Brief History

Eye Tracking


A Brief History

Tracking Code


<script type="text/javascript">setTimeout(function(){var a=document.createElement("script");var b=document.getElementsByTagName("script")[0];a.src=document.location.protocol+"//dnn506yrbagrg.cloudfront.net/pages/scripts/0018/4485.js?"+Math.floor(new Date().getTime()/3600000);a.async=true;a.type="text/javascript";b.parentNode.insertBefore(a,b)}, 1);</script>

Heat Mapping

What are people clicking on in your website?


What buttons are working and what buttons are not?

How are people navigating your site?

What calls to action are driving clicks inside the site?

Confetti Tracking

Can you find a trend for how a specific group of users are engaging in your site?


Scroll Tracking

How long is too long?

Is your content getting read?

Are your calls to action in the right place?


In Summary


In Summary:What’s the most important thing?- Choose what’s important to you- Create a strategy

What should I pay attention to?- Online goals- Track your traffic- Measure your conversions- Stay on top of it!

“The enemy of today….

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