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lecture_analytics-_nov_10_20151.pptxChapter 18 - Analytics
Who Am I?
Sunita Patel, Manager, Seeker Experience at Workopolis BSc Biology, MBA in Marketing
Other places: Trader (AutoTrader.ca, HomeTrader.ca, Buy&Sell.com), Hilroy, Heart & Stroke Foundation, Canadian Tire, Baxter, Federal Gov’t of Canada
I am a ‘scientific’ marketer I love having data to make decisions!
I’m here to discuss how Marketers use web analytics in my job everyday, as it relates to your chapter
Today’s conversation
CH 18: Data Analytics
This is the most important chapter in your book.
Why?
It contains content that will apply to your Marketing world NO MATTER which area of Marketing you go into.
Why?
In the age of technology – everything is measurable and customizable. Data is at the heart of it.
Example:
I am a Product Manager. I use data to make decisions about how to design and evaluate my website every day
My colleagues use data to design and evaluate campaigns
We work everyday with web analysts and data warehouse people
Where data can sit within an organization
Web Analytics
Product Mktg
Product Mgmt
Adv / Comms / PR
Editorial
UX / UI
Traffic Acq (PPC, Affiliate)
Develop-ers
What story does the data tell?
As the analyst, what would you recommend to the Marketer? Or what would you recommend as the Marketer analyzing the data?
You’re on the Job! So…what if you were the analyst?
What’s the very first question you ask at the start of every digital marketing campaign/project?
What is the OBJECTIVE?
What is the GOAL?
What are the KPIs?
Why?
Objectives, Goals and KPIs help to determine what direction your tactic (eg. Campaign) needs to take
Comparing your results (KPIs) against your objectives and goals help you determine if you’ve been successful
EX: Hypothesize the site goal. What are the potential KPIs?
EX: Hypothesize the site goal. What are the potential KPIs?
EX: Hypothesize the PAGE goal. What are the potential KPIs?
EX: Hypothesize the page goal. What are the potential KPIs?
What story do these metrics tell?
Seasonality in visits – bounce rate – returning vs new
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What story do these metrics tell?
What does this source-traffic report tell us? Why is this useful?
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What does this source-traffic report tell us? Why is this useful?
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What does this device report tell us? Why is this useful?
Don’t waste your development efforts
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Typical checkout conversion funnel
Why are people getting lost in the last phase? Bad UX? Or something else? Do you need to research
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EX: Google’s heatmap
EX: A/B Test & Heatmap
EX: A/B Test & Heatmap
What is the big deal about Big Data …in Marketing?
Understand your customer better …and faster
Trends in their behaviours
Personalize your onsite experience
In email
Onsite
Retargeting
Deliver relevant, targeted customer communications
Deliver information faster
Legalities are complex
Privacy
Examples:
Target
Netflix
Remarketing
Looking for a job?
Understand what these terms mean BUT Also understand why they are important to a business
Resources
Avinash Kaushik : Occam’s Razor
Unbounce
MECLabs
Emarketer
Mashable’s Metrics That Matter
The Lean Startup – Eric Ries
Questions?
