Analytics for marketers
- 1. Analytics for Marketers Alberto Cantor | Product Strategist at RBM acantor@redbricksmedia.com @albcantor
- 2. Brief Introduction is an agile content strategy agency with deep vertical expertise in SEO & social About me: Ive been involved with analytics for over four years, using a great variety of tools such as GA, Sitecatalyst, Optimizely, Brightedge, etc.
- 3. Questions: How many of you use analytics everyday? Are you a beginner, mid, or analytics pro? Are you involved in reporting?
- 4. Agenda Analytics intro How to start Common digital strategies Setting up analytics Using analytics for marketing o Focus on multi channel funnels and attribution
- 6. How important are analytics? They are very very very very very very important
- 7. Who do You Need to Measure Analytics Successfully? 1. Someone who understands the business objectives and strategies 2. Someone who understand analytics (or is not afraid of them) 3. Someone with technical skills
- 8. How do you start? Define measurement plan Implement Measure and refine Document tech infrastructure Create an implementation plan
- 9. Common digital strategies Ecommerce sell products / services Lead Gen collect leads Content engagement and frequency Online Info help customers Branding awareness, loyalty
- 10. Always start by: 1. Defining the business objectives 2. Identifying strategies and tactics to support business objectives 3. Choosing your KPIs 4. Choosing segments 5. Choosing targets
- 11. You created your measurement plan now its time to set up your analytics
- 16. Main Differences: 1. You can examine historical Filters and Segments 1. You can see and compare multiple advanced segments side by side in reports 1. A filtered view is usually the best choice if you want to always exclude a certain kind of traffic from your analysis 1. If you want to limit some users' access to only a subset of data, you should set up filtered views for this instead of using advanced segments.
- 17. Goals! 1. 2. 3. 4. Destination goal Event goal Pages per visit Time on site
- 19. Using Analytics for Marketing Purposes
- 20. Audience
- 21. Acquisition
- 22. Adwords
- 23. Social
- 24. Behavior
- 25. Funnels - Visitor Path
- 26. Conversions
- 28. MCF - Top Conversion Paths
- 29. MCF - Time Lag
- 30. MCF - Path Length
- 31. Attribution
- 32. Attribution
- 33. Recap Analytical profile Preparing for analytics Common digital strategies Setting up your analytics Audience Acquisition Behavior Conversions o Multi channel funnels
- 34. Questions