Digital Marketing Course Week 4: Digital Analytics
- 1. Digital Analytics Ayça Turhan Hacettepe University Department Of Business Administration
- 3. Wouldn’t it be great to have access to the following data: • How many people come your store everyday? • How often do they visit your store? • What are they looking for at your store? • How many of these people visited your store as a result of your latest ad campaign about a specific product? • How many visits does it take before someone makes a purchase? • How much time do people spend at your store? • How many items they browse before buying something?
- 4. In Digital Marketing, all that information about your online store is available!
- 5. In traditional media, actionable data was scarce In the digital age, information is everywhere!
- 6. • In traditional marketing: – Marketers were never sure which elements of marketing mix were delivering results – Buying advertising space to test different tactics was expensive
- 7. Digital Marketing Framework Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing (p. 10). FriesenPress
- 8. A Digital Marketer has to make data- driven decisions.
- 9. What should digital marketers do? • Track, analyze and optimize their digital assets and campaigns to achieve best results. • Use data to test and improve marketing efforts. • Never stop experimenting with new and different approaches.
- 10. Objectives & Goals & KPIs & Targets • The objective answers the question, “What do we want to achieve with this marketing campaign?” – Increase sales of a product – Grow Brand Awareness – Increase Website Traffic
- 11. Five Common Business Objectives • For e-commerce sites: selling products or services. • For lead generation sites: collect user information for sales teams to connect with potential leads. • For content publishers: to encourage engagement and frequent visitation. • For online informational or support sites: help users find the information they need at the right time is of primary importance. • For branding: drive awareness, engagement and loyalty. https://support.google.com/analytics/answer/6080732?hl=en
- 17. Objectives & Goals & KPIs & Targets • The goal answers the question, “What do we need users to do in order to achieve our objective?” – Making a purchase – Signing up for a newsletter – Viewing a certain number of pages in a visit/session. • A completed goal is known as a conversion.
- 18. Types of Conversions • When a goal/objective has been met as a result of user’s action, it is a ‘macro’ conversion. – Example: a purchase on an ecommerce site • Some of the actions on a site might also be behavioral indicators that a customer hasn’t fully reached your main objectives but is coming closer. These are ‘micro’ conversions. – Example: a sign-up for e-mail list
- 20. Objectives & Goals & KPIs & Targets • Key performance indicators or KPIs are metrics that are used to indicate whether objectives are being met. • A metric is a defined unit of measurement.
- 21. Objectives & Goals & KPIs & Targets • Targets are the actual target values that KPIs need to meet in order for the campaign to be declared a success.
- 22. Objectives & Goals & KPIs & Targets • E-Commerce Example: – Objective: Increasing revenue – Goal: Sales on website – KPIs: Number of orders, Conversion rate, Average order value – Targets: 1000 orders, 20% conversion rate, $10 Average order value
- 23. Objectives & Goals & KPIs & Targets • Content Site Example: – Objective: Increasing user interest in website – Goal: Time spent and content consumed on website – KPIs: Average session duration, Pages Per Session – Targets: Avg. Session Duration: 10 min, PPS: 8
- 24. Digital Analytics • Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline). https://support.google.com/analytics/answer/6080732?hl=en
- 25. Analytics Tools • There are many tool alternatives designed as digital analytics tools. • Most well-known web analytics tool is Google Analytics: www.google.com/analytics/web
- 27. Audience Metrics
- 28. Sessions Session: A session is the period time a user is actively engaged with your website, app, etc.
- 29. Users Users: Unique users that have had at least one session within the selected date range.
- 30. Pageviews Pageviews is the total number of pages viewed.
- 31. Pages / Session Pages/Session is the average number of pages viewed during a session.
- 32. Average Session Duration Average Session Duration: The average length of a Session.
- 33. Bounce Rate Bounce Rate is the percentage of single- page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page).
- 34. % New Sessions % New Sessions: An estimate of the percentage of first time visits.
- 35. New vs. Returning Visitors New visitor: a unique visitor who visits the website for the first time ever in the period of time being analysed. Returning visitor: a unique visitor who makes two or more visits within the time period being analysed.
- 36. # of users 3 # of sessions 4 # of pageviews 6 # pages/session 1.5 1st session 1st session 1st session 1st session 1st session 2nd session
- 37. Demographics
- 38. Interests
- 39. Geographic Data
- 40. Other Ways of Segmentation • Device type (web, mobile, tablet) • Browser & Operating System • Service Provider • New vs. Returning visits • Engagement
- 42. 4 Major Acquisition Channels • Direct: – Visitors who visited the site by typing the URL directly into their browser. • Organic Search – Visitors referred by search engines. • Referral – Visitors referred by links on other websites. • Social – Visitors referred by social media websites.
- 43. Direct
- 44. Organic Search
- 45. Social
- 46. Referral
- 47. Traffic Sources
- 49. Behavior Flow
- 50. Landing Page vs. Page • Landing Page is the page through which visitors entered your site.
- 51. 1st session 1st session 1st session 1st session 1st session 2nd session Landing Page & Page URL Google FacebookGoogle
- 52. 1st session 1st session 1st session 1st session 1st session 2nd session Landing Page & Page • Homepage is a landing page for blue and green users. • Page1 is a landing page for red user. • Page1 is a landing page for 2nd session of blue user.
- 53. Pages Pages: The pages visited by users.
- 54. Landing Pages Landing Pages: The pages through which visitors entered your site.
- 55. Exit Pages %Exit is (number of exits) / (number of pageviews) for the page or set of pages. It indicates how often users exit from that page or set of pages when they view the page(s).
- 56. Events • Events are user interactions with content that can be tracked independently from a web page or a screen load. • Downloads, call to action clicks, video plays are all examples of actions you might want to track as Events. https://support.google.com/analytics/answer/103 3068?hl=en
- 58. Other Behavior Metrics • Site Search – Provides valuable information about what people are searching for at your website and their behavior after making the search. • Site Speed – Gives information about performance metrics of your website.
- 59. What to do? • There are so many reports available Google analytics for you to analyze & optimize performance. • Which reports you need to use completely depends on your objectives & KPIs. • Be creative & analytical at the same time!
- 62. 1. Homepage
- 63. 2. Search Result Page
- 64. 3. Product Page
- 65. 4. Checkout Page
- 66. 5. Thank You Page
- 67. Basic Definitions • Conversion is the completion of an action that the website wants the user to take. • Microconversion a small conversion in the path to conversion. • Conversion rate is the outcomes divided by users (or sessions). • Conversion optimization is the cycle of tweaking, testing and improving websites in a way that enables users to take desired actions.
- 68. Types Of Tests • When we talk about conversion rate optimization, we are usually referring to running split tests. • A split test is one where we show different versions of a web page to groups of users and determine which one performed better.
- 69. Types Of Tests • A/B Testing • Multivariate Testing
- 70. A/B Testing • It is a technique for testing two of more versions of a page on your website. – The original vs. the alternatives • The goal is to find which version delivers desired outcomes.
- 71. A/B Testing
- 72. A/B Testing • The key for A/B testing: – You should only change one element at a time so you can easily isolate which factors have an impact on your conversion rate. – You must ensure the results are statistically significant.
- 73. Multivariate Testing • It is a technique for testing changes in many different elements all at the same time on a web page. • For example, we can test alternative headlines, copy and call to action buttons. – 3 elements, 2 versions mean 8 combinations! • More complicated and ideal for higher traffic volumes
- 75. Using Tools For Conversion Optimization • ‘Goals’on Google Analytics measure how well your site or app fulfills your target objectives. • Examples of Goals include: – making a purchase (for an ecommerce site) – completing a game level (for a mobile gaming app – submitting a contact information form (for a marketing or lead generation site).
- 76. An Example
- 77. An Example
- 78. Contact Me • e-mail: ayca.turhan@hacettepe.edu.tr • Course Page: www.aycaturhan.com/man423
- 79. Sources • «emarketing: The Essential Guide To Marketing In a Digital World 5 Ed.» by Rob Stokes and and Minds of Quirk which is available at: http://www.quirk.biz/emarketingtextbook/ • Web Analytics 2.0: The Art of Online Accountability & Science of Customer Centricity by Avinash Kaushik • Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 2nd Ed. By Damian Ryan and Calvin Jones • Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing by WSI • Google Analytics: www.google.com/analytics/web