Collecting and Measuring the Right Data

COLLECTING AND
MEASURING THE
RIGHT DATA
BENOIT WEBER
13 FEB
1

WWW.INMARKETINGWETRUST.COM.AU |
BEN
BEN WEBER
ANALYTICS SPECIALIST
Hi, my name is Ben
➔Passionate about data
➔Specialised in Google Analytics, GTM
➔Based in Vietnam, Da Nang
I am based
here

THE DOCTOR, MY MODEL
➔ extraterrestrial being
➔ travels the universe
➔ uses cool tools: tardis, screwdriver
➔ never makes any assumptions
➔ questions the world
➔ asks the help of his/her companions
➔ saves the universe
➔ regenerates when hurt
3
UNDERSTAND AND SAVE THE UNIVERSE!

AGENDA
1. DATA GOVERNANCE
2. MEASUREMENT PLAN
3. WHAT TO MEASURE?
4. CONCLUSION

DATA
GOVERNANCE
5

DIGITAL MARKETING & ANALYTICS |WWW.INMARKETINGWETRUST.COM.AU |
DATA
GOVERNANCE
www.dama.org

ANY SORT OF
GOVERNANCE ?
What about you?
www.digitalanalyticsassociation.org

THE SAD REALITY OF DIGITAL ANALYTICS
8
Study done by Brian Clifton: https://verified-data.com/research/
One in five has a PII issue 25% properly tracked conversions 18% properly tracked campaigns

DATA QUALITY IS AN INVESTMENT
9

WWW.INMARKETINGWETRUST.COM.AU | 10
MEASUREMENT PLAN

WHY MAKE SENSE OF YOUR DATA?
11
TOOL EXPERTISE
MATURITY /
CULTURE
BUSINESS
EXPERTISE
IMPACT

THE OPTIMISATION FRAMEWORK
Status Quo
Optimisation
Reporting
Strategy
Analysis
Implementatio
n
Business Impact
12Google Analytics Breakthrough (2016): Allhou, Shiraz and
Fettnam

6 STEPS OF
ANALYTICS
EFFECTIVENESS
Collection is
the keystone,
the starting point
INTERPRET
VISUALISE
INTEGRATE
SEGMENT
AGGREGATE
COLLECT

14
ARE YOU A WINNER OR A LOSER?

THE ORIGINAL MEASUREMENT PLAN
15
Avinash Kaushik’s original plan:

16
1 - DEFINE MEASUREMENT PLAN5 - MAINTAIN & REFINE
2 - DOCUMENT4 - IMPLEMENT
3 - CREATE IMPLEMENTATION PLAN
MEASUREMENT PLAN = INFINITE PROCESS

ABSOLUTE TRUTH
FIGURE OUT
THE
UNKNOWN
UNKNOWN
QUESTIONS
KNOWLEDGE
KNOWN UNKNOWN
KNOWN KNOWN
UNKNOWN KNOWN
UNKNOWN UNKNOWN
Donald Rumsfeld

QUESTION THE WORLD!
➔Consider multiple perspectives
➔Ask different questions
➔Understand the big picture
➔Experiment and Learn
WHO?
WHEN?
HO
W?
WHERE?
WHAT?
WHY?
18

WHAT MATTERS TO
OTHERS?
19
Reach out and engage with your colleagues
to understand what matters most to them.
➔Business owners
➔Marketing teams: public relations, demand
generation, content, social media
➔Product teams
➔Design and user experience teams
➔Web/app developers
➔Customer support
➔Sales team

DEFINE
D.U.M.B.
BUSINESS
OBJECTIVES
What’s the core and unique value proposition that we offer?
Doable
Understandable
Manageable
Beneficial

IMWT
D.U.M.B.
BUSINESS
OBJECTIVES
1 INCREASE REVENUE 2 REDUCE COST 3 IMPROVE LOYALTY
Business objectives can generally be broken down into 3
buckets
Doable
Understandable
Manageable
Beneficial

DEFINE
S.M.A.R.T
GOALS 1 INCREASE REVENUE 2 REDUCE COST 3 IMPROVE LOYALTY
INCREASE NB
OF BOOKINGS
INCREASE AVG
BOOKING
PRICE
DECREASE
CPA
INCREASE
CONVERSION
RATE
INCREASE
NEWSLETTER
SUBSCRIBERS
INCREASE
SOCIAL MEDIA
INTERACTION
Every business objective needs to be translated into goals
Specific
Measurable
Assignable
Realistic
Time-related

CHOOSE KPIs
& TARGET
+ 5% CvR
INCREASE NB
OF BOOKINGS
INCREASE AVG
BOOKING
PRICE
DECREASE
CPA
INCREASE
CONVERSION
RATE
INCREASE
NEWSLETTER
SUBSCRIBERS
INCREASE
SOCIAL MEDIA
INTERACTION
TRANSACTION REVENUE
CAMPAIGNS
COST
CONVERSION
RATE
COMMENTS,
SHARES, LIKES
FORM
SUBMISSIONS
+ 10%
REVENUE
+20$ ON AVG
BOOKING
- 10% CPA
>10 LIKES PER
CONTENT
+100 / MONTH
A Key Performance Indicator is a metric that reflects
performance against business objectives.
Fix achievable targets for each KPI.
Specific
Measurable
Assignable
Realistic
Time-related

DEFINE
SEGMENTS
+ 5% CvR
INCREASE NB
OF BOOKINGS
INCREASE AVG
BOOKING
PRICE
DECREASE
CPA
INCREASE
CONVERSION
RATE
INCREASE
NEWSLETTER
SUBSCRIBERS
INCREASE
SOCIAL MEDIA
INTERACTION
TRANSACTION REVENUE
CAMPAIGNS
COST
CONVERSION
RATE
COMMENTS,
SHARES, LIKES
FORM
SUBMISSIONS
+ 10%
REVENUE
+20$ ON AVG
BOOKING
- 10% CPA
>10 LIKES PER
CONTENT
+100 / MONTH
GEOGRAPHY
TRAFFIC
SOURCE
PRODUCT CAMPAIGN USER TYPE
DEMO
GRAPHICS
Dimensions will enable you to break down and get actionable
insight on particular segments of users.
Specific
Measurable
Assignable
Realistic
Time-related

WHAT TO MEASURE?
25

WHAT CAN BE MEASURED ON SITE?
QUALITATIVE
➔ Heatmaps
➔ Session Recording
➔ Polls/Survey
➔ E-commerce purchases
➔ Newsletter subscriptions
➔ Contact form submissions
DWELL-TIME
➔ Bounces
➔ Idle and active time
➔ Read time
INTERACTIONS
➔ Clicks on CTA
➔ Scroll Depth
➔ Outbound Links
VISIBILITY
➔ Page Views
➔ Content Visibility
➔ Element Visibility: Pop ups
➔ Downloads
➔ Social media interactions
➔ Javascript errors
26
GOALS
➔ Pages per sessions, Session Duration
➔ Phone Calls

Less is more
27

STEP BY STEP
AT YOUR OWN
PACE
from your
MVMP
up to full MP

HOW TO
PRIORITISE?
1. Value/Cost
2. PIE framework

DEFINE
PRIORITY
VALUE
VS
COST
MATRIX
A
C
B
D
DATA COST
DATAVALUE

DEFINE
PRIORITY
USE PIE
FRAMEWORK
POTENTIAL
EASEIMPORTANCE
SCORE = Potential x Ease x Importance / 3
www.widerfunnel.com

WWW.INMARKETINGWETRUST.COM.AU | 32
CONCLUSION

UNDERSTAND AND LISTEN TO THE WORLD
33
“You’ve got to unlearn”
- The Doctor - on human understanding

USE YOUR TOOLS FOR THE RIGHT REASONS
34
““Come on! It isn’t rocket science, it’s just quantum physics!”
- The Doctor

EXTERMINATE FAILURE!
35
“Exterminate, annihilate, DESTROY! - Dalek - about everything

SAVE THE UNIVERSE WITH THE HELP OF
YOUR COMPANIONS
36
“The universe is big. It’s vast and complicated and ridiculous. And sometimes, very rarely,
impossible things just happen and we call them miracles!
- The Doctor

TAKE AWAY
37
➔Data Quality is an investment: time, effort, discipline and governance
➔Question the world and find out what matters to others
➔Understand your business
➔Create a measurement plan: objectives, goals, KPIs, targets and segments
➔Use the tools for the right reason
➔Define your Minimal Viable Measurement Plan
➔Go at your own pace and build a better analytics step by step

BENOIT WEBER
HEAD OF ANALYTICS
LINKEDIN: /in/benoit-weber/
EMAIL: benoit@inmarketingwetrust.com.au
DON’T BE SHY
& CONNECT
WITH US
FREDERIC CHANUT
MANAGING DIRECTOR
With more than 10 years experience in strategic online
marketing for brands, Freddy is responsible for the
strategic and operational management of In Marketing We
Trust.
EMAIL: frederic@inmarketingwetrust.com.au
PAUL HEWETT
COMMERCIAL DIRECTOR
Paul has worked with some of the worlds largest brands to
deliver effective digital and growth strategies. This is
coupled with his strong leadership experience at a
company and industry level.
EMAIL: paul@inmarketingwetrust.com.au

THANKS
FOR LISTENING.
BEN
benoit@inmarketingwetrust.com.au
www.inmarketingwetrust.com.au
+84 931503575

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