This presentation was made at Google's DigitalNow:FMCG event held in Singapore on Thu 24 March 2011. It covers 4 steps for measurement success, focusing on web analytics and Google Analytics.

1. 4 Steps to Measurement Success
Measure. Take Action. Succeed.
Vinoaj Vijeyakumaar
Senior Conversion Specialist, Google Southeast Asia
http://twitter.com/vinoaj #digitalnow
http://conversionroom-japac.blogspot.com
Google Confidential and Proprietary 1

2. Why measure?
http://www.flickr.com/photos/screenpunk/2787210951/
@vinoaj #digitalnow 2

3. @vinoaj #digitalnow
http://www.flickr.com/photos/kayaker1204/4319542459/ 3

4. The Role of the Web Analyst
Reporting Actionable Insights
@vinoaj #digitalnow
http://www.flickr.com/photos/kire/797533507/sizes/o/in/photostream/ 4

5. What does “Action” mean?
Discovering new opportunities
(eg. New markets, hot trends, customer segments)
Optimisation
Improving marketing strategies Making every
(eg. New placements, optimise creatives)
marketing dollar
work harder
Enhancing the user experience
(eg. More compelling landing pages)
@vinoaj #digitalnow 5

6. Today: Measure. Take Action. Succeed.
4 Steps to Measurement Success
1 Select Your Measurement Platform
THU 2 Define Your Goals
24 3 Implement Your Measurement Platform
4 Take Action on Your Data
@vinoaj #digitalnow 6

7. http://www.flickr.com/photos/kayaker1204/4319542459/
d Step 1: Select Your
Measurement
Platform
@vinoaj #digitalnow 7

8. Measurement as a Platform
Measure
Websites Social Offline
Presence (Twitter, (call centres, …
(web, mobile, …) Facebook, …) stores, …)
Paid Organic Referrals,
Traffic
(network- (Google, Bing, partners, …
Sources independent) affiliates
Yahoo!, Baidu, …)
Web Flash, Flex, Mobile sites &
HTML, AJAX …
Technologies Silverlight applications
8
@vinoaj #digitalnow

9. google.com.sg/analytics
@vinoaj #digitalnow 9

10. Step 2: Define Your
Goals
@vinoaj #digitalnow http://www.flickr.com/photos/angietorres/4564135255/
10

11. Measuring Goals along the Purchase Funnel
Spent > 3 mins on Watched our Created Purchased my
my site product video membership product/service
account
Visited > 2 pages Visited Product Used my store
GOALS
on my site Features page Subscribed to locator
newsletter
Visited About Downloaded a
Us page Clicked on Join coupon
Facebook button
STAGE
Awareness Consideration Preference Action
@vinoaj #digitalnow 11

12. Goals Bring Context to Numbers
Google Store’s Top 10 markets by volume of visitors
We’re doing
INSIGHT
awesome in Brazil!
Right?
@vinoaj #digitalnow 12

13. Goals Bring Context to Numbers
Wow, Brazil doesn’t
even factor into our Top
INSIGHT
10 markets by
conversion rate. Not
good!
• Provide localised
content in Brazilian
Portuguese
• Offer more attractive
shipping rates for
ACTION
Brazil
• Are we accepting
common forms of
payment in Brazil?
• Should we open up a
physical store?
@vinoaj #digitalnow 13

14. Funnel Reporting
Entering the funnel Leaving the funnel
Lost
opportunity
Goal
@vinoaj #digitalnow 14

15. Step 3: Implement
your measurement
platform
@vinoaj #digitalnow 15
http://www.flickr.com/photos/bre/552152780/

16. Implementation
@vinoaj #digitalnow 16

17. 360 Degree Tracking
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18. URL Campaign Variables
http://www.yoursite.com/landingpage.html?
utm_source=yahoo&utm_medium=cpc&utm_campaign=Jan
+2011+Campaign&utm_term=my+keyword
http://www.yoursite.com/landingpage.html?
utm_source=twitter&utm_medium=tweet&utm_campaign=J
an+03+One+Day+Sale
http://www.yoursite.com/landingpage.html?
utm_source=email&utm_medium=link&utm_campaign=Jan
+2011+Newsletter
@vinoaj #digitalnow 18

19. Compare the efficacy of multiple channels
@vinoaj #digitalnow 19

20. Tracking Offline Campaigns
• Use manual tags
to track offline
campaigns
• Applies to print,
TV, radio
http://www.flickr.com/photos/ferneyes/469259974/
@vinoaj #digitalnow 20

21. Track Print Campaigns with Vanity URLs
www.mysite.com/MySale
redirects to
http://www.yoursite.com/landingpage.html?
utm_source=print&utm_medium=ad&utm_campaign=S
traits+Times+Mar+2011&utm_content=Full+Page+Ad
Dimension Value
Source Print
Medium Ad
Campaign Straits Times Mar 2011
Ad Content Full Page Ad
@vinoaj #digitalnow 21

22. Outdoor Advertising
http://www.yoursite.com/
landingpage.html?
utm_source=poster&
utm_medium=qr&
utm_campaign=Custom
er+Acquisition&
utm_content=City+Hall
+MRT
http://www.flickr.com/photos/adambowie/3084612861/
@vinoaj #digitalnow 22

23. Email Signatures
http://conversionroom-
japac.blogspot.com/?
utm_source=email&ut
m_medium=signature&
utm_campaign=Signat
ure
@vinoaj #digitalnow 23

24. Shifting towards non-line marketing
Online Offline
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25. Tracking online >
offline: Unique
http://www.flickr.com/photos/roadsidepictures/3310630734/
coupon codes
@vinoaj #digitalnow 25

26. Tracking online > offline: Unique phone numbers
• Generate a unique phone number for each channel/campaign/ad
group
• Track calls to these numbers, and treat as lead-generation
conversions for that campaign
@vinoaj #digitalnow 26

27. Tracking online > offline: GA API Solutions
http://google.com/analytics/apps
@vinoaj #digitalnow 27

28. Step 4: Take Action
on your data
@vinoaj #digitalnow 28
http://www.flickr.com/photos/levork/2530374904/

29. Popular Indonesian
entertainer.
Rapper, broadcaster, TV
personality, author, and …
Web analyst!
Pandji Pragiwaksono
@vinoaj #digitalnow 29

30. Marketing Strategy
Objectives
• Maximise reach: bring Pandji’s works to as many people as
possible.
• Upcoming launch of “Merdesa”.
Challenges
• An independent artist – small marketing budgets
• Need to be smart about budget usage in order to maximise
reach.
Solutions
• Leverage the Web as a scalable and cost-efficient medium.
• Rely on web analytics to understand the needs and wants of
Pandji’s consumers (fans).
@vinoaj #digitalnow 30

31. Understanding the Consumer
“What do Pandji’s fans “What’s our most effective
way to reach Pandji’s fans
want? What interests them?
in a cost-effective
What are they looking for?”
manner?”
@vinoaj #digitalnow 31

32. Content as a Barometer of Consumer Interest
• Top Content report:
which content people
enjoyed the most
• A majority of visitors are
viewing the “for-you”
page – thus showing a
strong interest in
Pandji’s latest works
@vinoaj #digitalnow 32

33. Site Search as a Barometer of Consumer Interest
• Site Search report: what
are people searching for
once they reach our
site?
• Majority of searches
were for titles of recent
releases
@vinoaj #digitalnow 33

34. Evaluating Social Media Channels
http://www.yoursite.com/landingpage.html?
utm_source=twitter&utm_medium=promoSMM&utm_campa
ign=Campaign
http://www.yoursite.com/landingpage.html?
utm_source=facebook&utm_medium=promoSMM&utm_ca
mpaign=Campaign
• Twitter promo
campaigns were more
effective that Facebook
promo campaigns and
organic Twitter and
Facebook traffic
@vinoaj #digitalnow 34

35. Merdesa Marketing Strategy
• Put Merdesa in the hands of many fans as possible. Give it
Objectives
away for free!
• Use Google Analytics insights to understand how to reach
our consumers effectively and efficiently.
Solutions
• Adopt a 100% web distribution strategy.
• Promote through social media, focusing heavily on Twitter.
• November 2010
Results
• 8400 Unique Pageviews (8,400 shoppers!)
• 14,000 tracks downloaded
@vinoaj #digitalnow 35

36. http://www.flickr.com/photos/levork/2530374904/
In Conclusion …
@vinoaj #digitalnow 36

37. 4 Steps to Measurement Success
Step 1: Select Your Measurement Platform
Step 2: Define Your Goals
Step 3: Implement Your Measurement Platform
Step 4: Take Action on Your Data
@vinoaj #digitalnow 37

38. Subscribe for the Latest News
Subscribe to receive latest
articles in your inbox
conversionroom-japac.blogspot.com
@vinoaj #digitalnow 38

39. Thank You!
Q&A
http://twitter.com/vinoaj
http://conversionroom-japac.blogspot.com
Google Confidential and Proprietary 39