LSS2017: Sifting through the Noise
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Josh McCoy discusses the importance of understanding local consumer behavior in digital marketing, emphasizing the need to filter out 'noise' and focus on local metrics. He advocates for advanced segmentation in Google Analytics to gain insights into user behavior at a local level, which can inform omni-channel marketing strategies. The document also highlights the impact of data-driven decision making on optimizing advertising spend and improving profitability.
LSS2017: Sifting through the Noise
- 2. Sifting through the Noise Josh McCoy Digital Marketing Strategist Vizion Interactive @joshuacmccoy
- 3. Who is this guy anyway?
- 4. Thinking Locally Does a San Diegan act/behave/consume like a Kansas Citian?
- 5. What is “the Noise”? • The 30,000 foot view that portrays/identifies little by placing all users in one/few buckets • What can distract us from what’s really going on • What takes our focus away from tailored trends and user/consumer behavior…the “moments” of the local user.
- 6. We Must Combat “the Noise”? • We are smart marketers than have to remember that local metrics show local successes • A local marketer doesn’t whittle down the data, they begin “whittled” and expand out from there • Be “whittled” in your view of channel traffic, rankings, visibility and user behavior • This can help you from an omni-channel perspective.
- 7. Google Analytics Traffic Noise Filters • You can drill down to locale via secondary navigation… …However, we should be making custom reports and advanced segments in Google Analytics so that we begin at a micro level.
- 8. Google Analytics Traffic Noise Filters • Utilize analytics at a local level (Advanced Segments and Custom Reports)
- 9. Google Analytics Traffic Noise Filters • What does this advanced segmentation approach tell us? How a Region or Market is performing…
- 10. Google Analytics Traffic Noise Filters Coupled with custom reporting we will be able to understand our users’ behavior at a local level!
- 11. Google Analytics Traffic Noise Filters Coupled with custom reporting we will be able to understand our users’ behavior at a local level!
- 12. Omni-channel Mindset So, how does this data help us make omni-channel decisions? Day-parting and scheduling of paid search advertising Delivery of social advertising Delivery of social messaging Scheduling of Email Blasts
- 13. Taking Action What can we do with these insights? OPTIMIZE! Through understanding weekend trends we can see that we were wasting spend on weekends.
- 14. Taking Action In 2015, our spend flattened out at 10:00 am and stay steady until 16:00 (4pm) then declined as the day drew on. In 2016, we found that ad spend higher a little later and longer, led to stronger results – both in revenues, and in profitability.
- 15. More Noise Filters • Local User Moments are available in other platforms as well!
- 16. More Noise Filters • Local Rankings (What a web searcher sees in San Diego is not what they see in Kansas City) • Search Demand varies by market
- 17. Thanks! Josh McCoy Digital Marketing Strategist Vizion Interactive 888-484-9466 x38 @joshuacmccoy