This presentation was given at gThailand on 25 Oct 2012 in Bangkok, Thailand. gThailand was a Google-run event evangelising digital marketing solutions to SMBs in the market. This presentation outlines 5 steps to measurement success (with Google Analytics): 1. Correctly identifying and defining goals 2. Segmenting data to unearth hidden trends 3. Understanding multi-visit behaviour with Google Analytics Multi-Channel Funnels 4. Monitoring daily changes with Intelligence Events 5. Take action on your insights. Growth can only be achieved with action.

1. Sparkline Analytics
5 Steps to
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2. Sparkline Analytics About this presentation
• Presented on Thu 25 Oct 2012 at g|Thailand – a
Google event introducing businesses to digital
marketing solutions.
• PDF copy available at http://vnjv.co/gthailand

3. Measurement
More important today than at any
Sparkline Analytics
other time in digital marketing.

4. • Vinny
Sparkline Analytics
• 2012 - Chief Consultant /
Sparkline Analytics
Founder – Sparkline
Analytics
• 2007-12 – Senior
Conversion Specialist,
Google Southeast Asia

5. Sparkline Analytics

6. Sparkline Analytics

7. Measurement
• Metrics are the drivers of growth
• Action drives growth
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Data
Metrics
Insights
Action
Growth

8. Collecting data is good.
But Taking Action is
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Better

9. Today: 5 Steps
1
Define your Goals
Metrics
Segment, Segment,
2
Segment
Understand Multi-Visit
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3
Behaviour
Insights
Constantly monitor for
4
opportunities
5
Take Action
Action

10. Sparkline Analytics Google Analytics

11. Track Behaviour
Behaviour
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Entry Exit
Engagement
1
1

12. Sparkline Analytics
Step 1: Define Your
Goals
http://www.(lickr.com/photos/angietorres/4564135255/
1
2

13. How it’s usually done
Implement measurement tool
Learn to use measurement tool
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Read all reports
Try and find some meaning in the data
Do nothing (inertia)

14. How it’s usually done
Implement measurement tool
Learn to use measurement tool
Sparkline Analytics
Read all reports
Try and find some meaning in the data
Do nothing (inertia)

15. Setting Meaningful Goals
Free Paid Loyalty /
Awareness
Users
Users
WOM
# impressions
# signups
# paid users
Return visits
# new visits
# referrals
# sales
# mentions
KPIs
# mentions
# in-app # referrals
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purchases
Time on site User signs up
User upgraded
Referral made
(new visitors)
Referral made
Product Referral signup
Pages /
purchased
Goals
session (new Referral signup
visitors)
In-app
purchase
made
Macro ($)

16. Sparkline Analytics Goals Bring Meaning to Numbers

17. Sparkline Analytics Goals Bring Meaning to Numbers

18. Sparkline Analytics Goals Bring Meaning to Numbers

19. Sparkline Analytics Goals Bring Meaning to Numbers

20. Sparkline Analytics Goals Bring Meaning to Numbers

21. Sparkline Analytics Goals Bring Meaning to Numbers

22. Other Uses for Goals
• Flow Visualization
• Multi-Channel Funnels
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• Intelligence Events
• Advanced Segments

23. Sparkline Analytics
Step 2: Segment,
Segment, Segment
http://www.(lickr.com/photos/darwinbell/1525911006/sizes/l/
2
3

24. Advanced Segments
Speaker Notes
• The standard blue line represents aggregated data.
• Aggregated data can hide underlying trends that you
should be looking at in more detail.
• Segmentation helps uncover those trends.
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24

25. Advanced Segments Applied: Swissotel
• Goal: optimise PPC campaigns for the Swissotel Stamford, Singapore
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25

26. Advanced Segments Applied
• Creating segments are easy
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26

27. Advanced Segments Applied
• Apply segments across dimensions
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We want more Brits!
27

28. Advanced Segments Applied
• What are visitors looking for?
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28

29. Advanced Segments Applied
• After 6 months of continued reviews and optimization..
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67.78% increase in revenue
21.78% decrease in costs
100% increase in ROI
29

30. Advanced Segments: The Choice is Yours
Visitor Profile New vs. Returning
Geographic Distribution
Language
Mobile vs. Desktop Browsers
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Behaviour Engagement (Time-on-Site, Pageviews)
Became a Member
Requested a Trial
Channels Brand vs non-Brand Keywords
Paid vs non-Paid Search
Paid vs Organic
Direct vs Referral
3
0

31. Step 3: Understand
Multi-Visit Behaviour
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3
1

32. Yesterday: Last-click Attribution
$0 $0 $0 $0 $100
Paid Paid
Organic
Twitter
Search Display Ad
Search
Search
(Network X)
(Network Y)
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These channels of traffic are discounted or given no credit for the sale
Are these channels worthless? No … right?
How do you value the impact of these channels for driving conversions Sale: $100
downstream?
3
2

33. Today: Cross-channel Attribution
Assist (X%) Assist(X%) Assist (X%) Assist (X%) $100
Paid Paid
Organic
Twitter
Search Display Ad
Search
Search
(Network X)
(Network Y)
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Give credit where credit is due
Sale: $100
3
3

34. @vinoaj 34

35. Sparkline Analytics
How can we convert multi-visit users?
Insight: 57% of all conversions had multi-step paths

36. Action: Increase display coverage
Turned non-converting paths…
3/11/11 3/15/11 3/19/11 3/23/11 No Conversion
1 Visit
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Into converting paths via more display investment
3/11/11 3/15/11 3/19/11 3/23/11 Conversion
1 Visit Display Display
Ad Ad
11% increase in bookings within a month

37. Action: increase display coverage
Before : less than 1% of
advertising conversion
paths include display
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After: more than 10% of
advertising conversion
paths include display
Impact: 11% increasebookings within a month
11% increase in in bookings within a month

38. Step 4: Constantly
Monitor for
Opportunities
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3
8

39. Can you know it all?
“
[T]here are known knowns; there are things we
know that we know.
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There are known unknowns; that is to say there
are things that, we now know we don't know.
But there are also unknown unknowns – there
are things we do not know we don't know
”
United States Secretary of Defense, Donald Rumsfeld (Feb 2002)

40. Can you know it all?
“
[T]here are known knowns; there are things we
know that we know.
Sparkline Analytics
There are known unknowns; that is to say there
are things that, we now know we don't know.
But there are also unknown unknowns – there
are things we do not know we don't know.
”
United States Secretary of Defense, Donald Rumsfeld (Feb 2002)

41. Can you know it all?
“
[T]here are known knowns; there are things we
know that we know.
Sparkline Analytics
There are known unknowns; that is to say there
are things that, we now know we don't know.
But there are also unknown unknowns – there
are things we do not know we don't know.
”
United States Secretary of Defense, Donald Rumsfeld (Feb 2002)

42. Can you know it all?
“
[T]here are known knowns; there are things we
know that we know.
Sparkline Analytics
There are known unknowns; that is to say there
are things that, we now know we don't know.
But there are also unknown unknowns – there
are things we do not know we don't know.
”
United States Secretary of Defense, Donald Rumsfeld (Feb 2002)

43. Google Analytics Intelligence Events
Speaker Notes
• Case Study: Shoes of Prey
• Download full case study at http://vnjv.co/sopgaia
Sparkline Analytics

44. Sparkline Analytics

45. Sparkline Analytics

46. Sparkline Analytics 10% increase in sales

47. 10% increase in sales
Speaker Notes
“We knew that their [Polka Dot Bride’s] audience would
be receptive and it was a natural choice to partner with
them,” he says. “Together we ran a competition for
their readers to design and win a pair of wedding shoes
on Shoes of Prey. This helped kick-start the launch of
our range of wedding shoes, and we’re seeing great
sales as a result.” Michael credits the 10% uplift in
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sales following the release of the new wedding shoe
range to this intelligent approach.

48. “So much happens around
us that we don’t always
know, and Intelligence
Alerts allows us to become
aware of these ‘unknown
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unknowns’ and make sure
we’re responding
effectively.”
Michael Fox, Co-Founder & Director of
Operations, Shoes of Prey

49. Sparkline Analytics
Step 5: Take Action
on your data
49
http://www.(lickr.com/photos/levork/2530374904/

50. Sparkline Analytics Taking Action

51. Today: 5 Steps
1
Define your Goals
Metrics
Segment, Segment,
2
Segment
Understand Multi-Visit
Sparkline Analytics
3
Behaviour
Insights
Constantly monitor for
4
opportunities
5
Take Action
Action

52. Sparkline Analytics
aar
a j Vij
ey a kum
tics.
c om
Q&A
Vino arklin
ea naly
a j@sp
vino
oaj
@vin
plus
.co /vvg
vnjv din
vv linke
.co/
vnjv