Smart Business Show presentation on using web analytics data to measure attribution April 23rd 2015

1. Using Web Analytics Data
To Challenge, Optimise &
Support Your Marketing Mix
JOANNE CASEY | GLOWMETRICS
April 23rd 2015

2. About GlowMetrics
• Focuses on providing a service
which helps businesses build
out digital strategies that are
underpinned by strong digital
data analysis.
• Have offices in both Belfast and
Dublin.
• Hold a range of clients
internationally and locally.
Clients

3. What We’ll Be Looking At:
• Tracking towards success
• Understanding multi-channel
funnels
• The importance of attribution

4. Why Web Analytics ?
“Web Analytics is the measurement, collection, analysis and reporting
of Internet data for the purposes of understanding and optimising web
usage”
- Web Analytics Association
The Benefits of Analytics:
• get closer to the customer
• accurately gauge user experience
•increased accountability
• focus and prioritization of resources
• conversion rates and enhanced ROI

5. What is Digital Analytics ?
Reporting on Stat:
– Visits
– Unique Visitors
– Pageviews
– Pages-Per-Visit
– Time-on-Site
– New Visitors
– Returning Visitors
Reaping Actionable insights:
– Where does your most
valuable traffic come from?
– How do visitors from mobile
engage differently from
desktop visitors?
– Where and why are you
loosing visitors?
– How is your offline impacting
online sales?

6. STEP 1: Tagging

7. Metric Analysis in Marketing
“I notice increasing reluctance on the part
of marketing executives to use judgement;
they are coming to rely too much on
research, and they use it as a drunkard
uses a lamp post for support, rather than
for illumination.”
- David Ogilvy
"If you torture data long enough, it will confess to
anything.”
- Hal Varian

8. Don’t believe the hype
“Your display campaign on MSN delivered
100,000 impressions and 10,000 clicks”
- Agency
“That Display campaign that you spend
€16,000 on drove €100 in revenue  ”
- Web Analytics

9. Use the URL Tool Builder to track ALL online
campaign traffic:
Campaign Traffic glwmet.co/SmartBus

10. Release the worms!

11. STEP 2: Multi-Channel Funnels

12. Consumer journey is becoming more complex

13. Audience movement in the travel
market before a purchase

14. Understanding the length of the
purchase cycle
Source: Google ClickStream Whitepaper, August 8th, 2011

15. Campaign
TV Ad
Radio Ad
Outdoor Ad
Print Ad
Online Ad
Search
Offline
Sale
Online
Booking
Website
Visit
Social
Media
Engage-
ment
You should understand the impact each
campaign has on another:

16. Mapping Offline and Online:
Data powers cross-channel measurability
“Search marketing is a strong driver of footfall 1.9% lift in
visitors as a result of increased online spend”

17. First
Interaction
Assist
Interactions
Last
Interaction
Overall Path
Length: 4
Time Lag
(Time to Convert)
Top Paths
Multi-Channel Paths

18. Multi-Channel Paths
Remarketing
Display
Social Media
PPC
Direct
Organic Search
Assist
Convert
Email

19. Multi-Channel Funnels

20. STEP 3: Attribution

21. Attribution

22. Attribution
16
___
17

23. The need for change…

24. Moving from….
To…
€
EventEventEventEventEvent
€5 €20 €5 €20 €50
Time
Recognition for all events.
€
Event
5
Event
4
Event
3
Event
2
Event
1
The last click,
Event 5 gets all
the credit
€0 €0 €0 €0 €100
Time
Step out of the swimming lane with
attribution

25. Attribution
The last interaction will be given 100% of the
conversion credit.
The closer the channel was in driving the
conversion the more weight it gets.
Apply more weight to the channels that started
and finished the conversion.
Apply an equal weighting to each channel that
was key in driving the conversion.

26. Attribution

27. Wrap Up
• Use the URL tool builder
• Analyse behaviour between
channels
• Give channels the credit they
deserve

28. Slide  28
Questions?
LinkedIn: http://ie.linkedin.com/in/joanneellencasey
Twitter: @joannecasey
Email: joanne@glowmetrics.com