The Elusive Data-Driven Marketing Unicorn - Using Google Analytics to Stand Out From the Crowd - Alex Abell
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This document provides an overview of using Google Analytics to stand out as a data-driven marketer. It discusses the difference between marketing and analytics and how the roles are converging. It promotes developing skills in both areas to become a "digital marketing unicorn" that can understand data insights and drive the right actions. The document also highlights resources for learning Google Analytics, such as its free individual certification and sandbox for hands-on practice.
The Elusive Data-Driven Marketing Unicorn - Using Google Analytics to Stand Out From the Crowd - Alex Abell
- 1. The Elusive Data- Driven Marketing Unicorn Using Google Analytics to Stand Out from the Crowd
- 2. Hello!I am Alex Abell Using technology and information to empower real human connections is kind of my thing. Sr. Business Intelligence Analyst, eCommerce Analytics
- 3. I’ve done a little bit of everything ▪ web development ▪ event production ▪ micro-blogging ▪ everything in between
- 4. I’ve gotten to work with Some pretty huge brands.
- 5. Absorb what is useful. Reject what is useless. Add what is essentially your own. -Bruce Lee
- 6. HANDS IN THE AIR Who knows the difference between Marketing & Analytics?
- 7. It’s a thin line And it’s shrinking every single day. Marketing Analytics
- 8. Marketers Focus on getting the right product or service to the right customers at the right price using the right methods of promotion. Both love getting it right. BI Analysts/Data Scientists Ensure the right business stakeholders have the right information to make the right decisions to improve the right KPIs and drive business results.
- 9. Marketers Focus on getting the right product or service to the right customers at the right price using the right methods of promotion. Both love getting it right. BI Analysts/Data Scientists Ensure the right business stakeholders have the right information to make the right decisions to improve the right KPIs and drive business results. Data-Driven Marketers are a cool hybrid of both – They know how to read the numbers, gather insights from the reports, and drive the right actions to hit the company goals.
- 10. If you can’t measure it, you can’t manage it. -Peter Drucker (maybe)
- 11. Use Metrics to Inform, Not Justify Decisions Source: Web Analytics Kick Start Guide
- 12. The Metrics Hierarchy KPIs Secondary Metrics Peripheral Metrics High Impact Low Impact Source: Web Analytics Kick Start Guide
- 13. What? How? (high level) How? (low level) Strategy is super important. Goals/Objectives Initiatives Tactics
- 14. Knowing a great deal is not the same as being smart; intelligence is not information alone but also judgment , the manner in which information is collected and used. -Carl Sagan
- 15. 30,147,726Websites are using Google Analytics in 2018 Source: BuiltWith
- 16. Google Analytics is Your Friend ▪ It’s completely free ▪ They have a sandbox to play around in ▪ Integrates with AdWords & DoubleClick ▪ Quickly becoming the standard for most companies
- 17. Google Analytics Sandbox Get your fingernails dirty and play around with a properly configured clickstream implementation.
- 18. Overview of GA Reports Audience Acquisition Behavior Conversions Who came to our site? How did they get here? What did they look at? Were they successful? Have they been here before? Which channels are sending traffic? Where did they enter and leave? Did they complete a goal or transaction? What devices do they use? Which campaigns are driving the most traffic? What actions did they take? If not, where did they drop out?
- 19. 2.7 MillionJob Postings for Data Analytics and Science by 2020 Source: Dataversity
- 20. What are hiring managers looking for? Large enterprises/brand companies are not achieving the desired output from their current digital marketing teams and are looking for specifically trained digital marketing unicorns.
- 22. Digital Marketing Skills Gap Source: OnlineMarketing Institute
- 23. $105,904 Analytics Manager Average Salary 80% Score required to pass $0 Cost to get GA Individual Certification
- 24. The new source of power is not money in the hands of a few, but information in the hands of many. -John Naisbitt
- 25. Thanks! Any questions? Connect with me on Linkedin Alexander Abell Follow me: @i_am_abell
- 26. More Resources