Beyond google analytics new media asia - daniel riveong

Beyond Google Analytics

Beyond Google Analytics
At New Media Asia 2011

Presented by Daniel Riveong
11 May 2011

Who is e-storm and Daniel?

E-storm !
Hiring
•  Over 12 years in the digital space, with offices in Sanre
We’ Francisco US),
Lille (France), and Barcelona (Spain)
•  Focus on two major areas:
1.  Marketing Research, Strategy and Analytics
2.  Channel expertise in SEO, PPC, Display, Social Media
•  Main clients are: B2B Software, Education, Retail, Education

Daniel Riveong
•  With e-storm for over 5 years, previously Director for Marketing
Services before GM of Malaysia
•  Been in industry for ~15 years as a web developer/designer and
SEO person

2 ® 2011 e-storm international

DIGITAL TRENDS:
WHY DO WE
NEED MORE
ANALYTICS?


Trends in the Digital Space

1.  Digital Platform Proliferation: Beyond http://www.website.com

“I need a website” “I need a content platform
& strategy”



2.  Customer Behavior Gets More Complex

Clicks
Sees Browse
Facebook
Display Ad Website
Ad

Sees
Sees TV Browse Download
GroupOn
Ad Website Product
Email



3.  Can Marketing be Profit Center instead of Cost Center?

CFO/CEO: “Cool website!” CFO/CEO: “Why we are
spending so much time and
money on this?”


Marketers’ Needs Have Also Changed

•  I need….
•  Google Analytics for my website to track keywords and clicks

•  I need to understand
1.  …Analytics data on my Facebook, Mobile Apps, Twitter?
2.  …How can I increase efficiencies of my marketing campaign?
3.  …How does running Display impact Paid Search?

Today, we will go over simple, low-cost solution to tackle
the baove

High Level View of
Different Analytics Tools
In ~45 minutes touch on the
following answers questions
like:

1.  How can I increase
efficiencies of my
marketing campaign?
2.  How does running
Display impact Paid
Search?
3.  Analytics data on my
Facebook, Mobile
Apps, Twitter?

Increasing Marketing Efficiency

THE CASE FOR
CONVERSION OPTIMIZATION


Conversion Rate Optimization

Doing more with less….

We need more….
Micro-conversions: Conversions:
Facebook Likes Register, Download

Should we…
Throw more money Make it easier for
to increase traffic? to like, download?

Conversion Rate Optimization (CRO) makes sure you’re
doing the most with the media budget and
clicks/visits that you have.



Relying on Data instead of Battling Opinions…

You’re client prefers the “ugly version” you
hate….

Look at it, it is And wouldn’t that
hideous! hurt sign-ups?

Maybe you can’t argue against your boss,
so let the data do win!

Conversion Rate Optimization (CRO) changes the
conversion from “who’s favorite design gets to go live?” to
“based on the data, which design works best to convert?”



Which Promotion Offer Won?
A

Question:
Which
version
lifted
sales by
+20%?
B



Which Promotion Offer Won?
A

Winner:
Version B
Version B,
with just the
“free
delivery”
benefit, got
B
a 27.3% lift
in total
number of
purchases.



Longer Form v. Multi-Step Form?
A B
3-Step Form

Question:
Which version led to +100
more accounts per month?


Longer Form v. Multi-Step Form?
A B
3-Step Form

Winner: Version B
The winning page got 14.9% more
submitted applications for Merchant
Warehouse which resulted in 100+ more
new accounts per month.


Tools to do Conversion Rate Optimization

Tools Available Basic Features
•  Entry Level (Free) •  Allows you to use a single
page to test multiple elements:
•  Call-to-Action
•  Lower/Medium Level •  Copy
•  Colors
•  Layouts
•  Form Lengths
•  Pictures/Graphics
•  Tests can be done for
•  High End •  Registration Forms
•  Actions: Likes, Downloads
•  Time on Site
•  All do statistical analysis to
® 2011 e-storm international
assure statistical relevance
16


Vertster: Testing Different Elements



Vertster: Testing Multi-Page Forms



Bonus: Qualitative Measurements

While Analytics Data can user behavior asking the Customer can help
understand user intent behind that behavior. Here are alternatives to
expensive panels and group testing:

•  Survey Data

•  Live Usability Testing
•  ////


Multi Channel People, Multi-Channel Data

MULTI-CHANNEL REPORTING

Multi-Channel Reporting

The Long Path to Conversion

Paid PPC Visits

Twitter Links

Direct, SEO Visits

Display Impressions & Clicks


The Long Path to Conversion: Who Gets Credit?

Conversion Path
•  SEO > Twitter Link > Display Impression > PPC Ad > Purchase

Who Gets the Credit?
Typical Last-Click Report (GA by Default)
•  SEO > Twitter Link > Display Impression > PPC Ad > Purchase

Why should the PPC Ad get all the credit?
What role did SEO, Twitter, and Display play?



Conversion Path

Conversion Path & Attribution

SEO > Twitter Link > Display Impression > PPC Ad > Purchase

{Introducer} {Influencer} {Closer}

Ask Your Marketers:
•  If PPC Ad was for “CompanyName.com.my” keyword, should it get
credit for the purchase?

•  Can Display drive brand awareness *and* ROI online?

•  How do we “attribute” credit to the “introducer”, the “influencer” and
the “closer” channels?



Revealing Additional Value via Attribution

Display % Search Lift
•  Typical Impact of Advertising in
Attribution News & Media 144%
1.  See full impact of Retail 69%
Television/Radio on Travel & Tourism 274%
Online Behavior Property & Real 125%
Estate
2.  See greater value of
Personal Finance 125%
Display and Social
Health 260&
Media
3.  See impact of Display ComScore Ad Effectiveness Data
beyond Branding to
sales



Foundational Attribution w/ BrightTag & TagMan

•  Foundational Attribution is possible with tools like
TagMan and BrightTag
•  Implementation is similar to that of Google Analytics,
tagging links, webpages, display URLs etc

Above can already communicate impact of
Display, Search and Email on each other


High-End Examples: ClearSaleing

•  ClearSaleing allows for attribution at a keyword-
by-keyword level and also specific creative
campaigns
•  Understand which campaigns really create impact
on conversion



High-End Examples: Visual IQ

Forecast different changes to budgets and impact on
channel performance and ROI


Tools to Consider

Entry Level
•  Google’s DoubleClick DART (not officially supported by DART)
•  Google Analytics Multi-Channel Funnel (Pilot Beta)

Lower-Middle Level
•  BrightTag
•  TagMan

High-End Solutions (Integrates CRM, Offline; Forecasting Models)
•  X+1
•  Coremetrics
•  Clearsaleing
•  Visual IQ

Best Tool: Analytics person who love data and gets the
marketing goals, business goals


Google Multi-Channel Funnels: Value of Assists

l (P ilot)
S! el Funne
NUhann
BO -C
sM ulti
na lytic
gle A
Goo


Google Multi-Channel Funnels:
Brand Search v. Referral v. Social

t)
! Funnel ( Pilo
US nnel
ON-Cha
B lti
ic s Mu
nalyt
gle A
Goo


Analytics data on Facebook, Mobile Apps, Twitter?

MULTI-PLATFORM WORLD


Multi-Platform World

Getting All

Major Analytics solutions like Visual IQ and ClearSaleing
can integrate CRM, Offline, Online…
32
but how can you start today?
® 2011 e-storm international


Facebook Insights for Websites

•  Track beyond your
Facebook Page…
•  …Link the Facebook
activity into

•  Activity that can be
tracked
•  Visits to website
•  Like Button
Reports
•  Shares •  Go to Insights > Click on “Insights for your
website”
•  Comment Box



Facebook Insights for Websites: Report

72 Facebook Posts, Amplified 225x by Shares to total:
16,228 Impressions, 104 Clicks


Google Analytics for Mobile Apps!
Ask the Google Guys at the Workshop!
•  Google Analytics goes
beyond Websites!

•  SDK and Compatibility
•  iOS
•  Android
•  Mobile Websites



YouTube Analytics: What drives subscription?

Identify which video drove the most subscriptions.


YouTube Analytics: Am I hitting the right demo?

Demographic by channel, content, and video-level.


Call Tracking: Example
Channel
Ad
Group
Phone
URL
Parameter

Google
Red
Case
880-‐188
buy.html
id=188

Google
Blue
Case
880-‐288
buy.html
id=288

TheStar.com.my
Red
Case
880-‐588
buy.html
id=588

User clicks on ad from TheStar.com.my to buy.html?id=588

Page captures “388” code in the URL, uses it to populate the phone number.

Call Center: BONUS:
Track calls, sales This data can be
from each number: sent back into
188, 288, 388 Google Analytics
for easier reporting


RECOMMENDATIONS &
TAKEAWAYS


Recommendations & Takeaways

Three Takeaways

1.  On Conversion Optimization…
•  Use Google Website Optimizer to test webpages performance to
increase Facebook Likes to Registration Forms. Lifts can be as high
as 20-30%

2.  On Multi-Channel Reporting…
•  Be smarter in understanding how channels influence each other,
identify how Display can help Social Media, Social Media on PPC
Clicks and so on
•  Check out solutions like TagMan, BrightTag, or use DoubleClick
DART

3.  On Multi-Platform Reporting…
•  Are you tracking everything you should? Calls? Android Apps?
Facebook impact on websites? Videos leads to subscription?


Thank You!

•  Follow-up questions via
@DanielRiveong

•  Get the presentation by
•  Dropping me a card
•  @DanielRiveong
•  http://e-storm.com

Yes! We’re Hiring in KL:
SEO Manager, PPC Manager, Designers, Open Source Developers,


Credits and Sources
•  Slide 3:
•  http://www.flickr.com/photos/96dpi/4032198061/sizes/l/
•  Slide 8:
•  http://www.flickr.com/photos/furryscalyman/396115762/sizes/z/
•  Slide 9:
•  http://www.flickr.com/photos/dmpop/4357344274/in/faves-djpr/
•  Slide 10:
•  http://www.flickr.com/photos/auyongcheemeng/141307748
•  Slide 12-13
•  http://whichtestwon.com/product-page-tile-test?pollid=139
•  Slide 14-15
•  http://whichtestwon.com/test-1-results?pollid=1
•  Slide 31:
•  http://www.flickr.com/photos/superamit/4569922802/sizes/l/
•  Slide 39:
•  http://www.flickr.com/photos/freddyfromutah/4424199420/


Beyond google analytics new media asia - daniel riveong

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