This is the fourth of our Digital Summer Series of talks. Sleeping Giant Media is a search and social media agency in Folkestone. Over the course of the summer, we have been holding monthly free talks for local businesses. The aim is to equip local business people with basic digital marketing knowledge and the resources to allow them to take their efforts into their own hands.

1. #gianttalks
@SEOSeanUK
@chirlemann
Digital Summer Series - 4 of 6
Tracking Digital Marketing Performance

2. Set up in 2008/9
PPC, SEO and Social
Now 30 people
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GiantSleeping

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The summer series
-Talks will be running every month over the
summer
-Completely free
-Covering various areas around digital marketing
-Next months is on the 28th of August and will
be focused on YouTube and Content
-Please feel free to use social throughout!
-@sleepinggiantM #gianttalks
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Tracking performance
-Using the data to inform your marketing
-Chris Hirlemann
-Google Analytics - Tracking performance
-Sean O’Donoghue

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Introduction
-Today we will look to cover the following
areas;
-What is data/actionable insight
-What data do I need
-How to choose key performance indicators
-Where do I get the data
-Top tips
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Why is data important?

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What is data?
-Data is information in its raw or
unorganised form.
-Data can be found anywhere and
from pretty much anything.
-With online, data is the best way to
understand what users are doing.
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-http://www.businessdictionary.com/definition/data.html#ixzz38Iz6jA8N

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Actionable insight
-Today we will look at how to use
data to make informed decisions.
-Data and insight are only part of
the story. You need to do
something with this insight.
-“Actionable insight”
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Data
Insight
Action

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Data accuracy
-Data accuracy is important, data will
rarely be 100% accurate.
-Use the best data you have at the
time.
-“It is better to make decisions
based on data that is 80% correct
than do nothing waiting for data
that is 100%… The only way to
guarantee failure is to change
nothing”
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Dilbertondataaccuracy

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What data do I need?

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Know your objectives
-Before doing anything else it is vital to have your marketing
objectives.
-These objectives will inform the data you will want to
monitor and influence.
-Your objectives should be DUMB
-Doable
-Understandable
-Manageable
-Beneficial
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Business Objectives

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Example top level objectives
-With your over arching business
objectives in place, it is time to
identify the online goals to
achieve this.
-Then identify what KPIs are
relevant to achieving these goals.
-Your online goals should be
SMART.
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Translating objectives into goals
-An example of translating objectives to goals.
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Business Objectives
Online goal:
Increase online
advertising and
deliver more traffic
to the site.
Online goal:
Capture 40 leads per
month. (Email/
Contact)
Online goal:
Provide info on Latest
product/service.
Online goal:
Increase awareness and
attendance at local
events.
Business Objectives

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What tools can I use /
Where do I find the data?

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Data tools
-There are lots of analytics tools, too many to
mention them all here.
-Free tools can often give a good level of insight
-Paid tools for those with higher demands
-There are some paid tools that will add extra
value/data to free tools.
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The analytics landscape
-Google Analytics
-Response Tap/
Freespee
-Website optimiser
-Clicktale
-Sprout Social
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Analytics tools
Landscape
Social Media
Analytics
On Page
Analytics
Online Web
Analytics
Digital ad
Analytics
SEO
ANALYTICS
Phone Call
Analytics
Data
Analytics
Google
Analytics

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Top tips

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Top tips
-Make sure you are collecting data.
-Ideally have someone that can help
you interpret your data.
-Use your data to make hypotheses
and test them - actionable insight.
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Top tips
-Remember to start with your
objectives.
-Translate your objectives into goals
-Make your objectives DUMB and your
goals SMART.
-Use these to identify your KPIs
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Thank you for listening
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm

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Tracking Performance -
Google Analytics
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Introduction
- This talk will cover the following areas:
- Google Analytics - The basics
- Establishing Key Performance Indicators.
- Digging Deeper into GA
- GA Top Tips
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Google Analytics - The basics

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What is Google Analytics
-What is Google Analytics?
“Google Analytics not only lets you
measure sales and conversions, but also
gives you fresh insights into how visitors
use your site, how they arrived on your
site and how you can keep them
coming back.”
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Creating your account
-Go to http://www.google.com/analytics/ and claim your free account.
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Create your
account here

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How is it implemented?
-After signing up for an account, a short snippet of code is provided
and should be introduced to the <head> section of the code on the
website.
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Traffic/engagement
- Once the code is in place you can start to view reports in the GA interface.
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Visits Average time on site Bounce Rate

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Filtering by channel
- It is vital to start segmenting data by channel to understand
which types of traffic work best:
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SEO
PPC
Referral
Where do you want to focus
your time & money?
SEO? Social?
Email?
Paid
Advertising?

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Date ranges / trends
-Evaluate data across meaningful data ranges.
-Don’t get caught in the emotional highs & lows of
daily analysis.
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- Look for trends in traffic:
- View more than one business cycle
- Week on week
- Month on month
- *Year on year*

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MoM v YoY
-Comparing July 2014 to June 2014 traffic is down
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- Comparing July 2014 to July 2013 traffic is up

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Seasonality
-Be aware of how seasonality will impact GA
visitor & conversion data across the year.
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ChristmasSummer hols
Easter
Bank holidays
Weather
Big Events

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Establishing Key Performance
Indicators (KPIs)

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Why KPIs matter
-So now you have Analytics set up and can view
your traffic.
-Q. What does this mean?
-A. Not much.......without goals / KPIs.
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Feelings of
confusion?

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Establishing goals
-First establish specific & measurable conversion points that are
meaningful to your business.
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Sales?
Enquiries?
Downloads?

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Goal creation
-How do we create a goal.
-The simplest way is to grab a completion URL & plug it into the goal creation
section in Analytics:
- www.yoursite.co.uk/thankyou
- www.yoursite.co.uk/success
- www.yoursite.co.uk/confirmation
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https://support.google.com/analytics/answer/
1032415?hl=en-GB
How to set up goals:
- When a person visits a goal completion
url they should have completed a
desired action which can then be
tracked.

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Consider supporting KPIs
-Once you have your primary goals in place you can start to establish
supporting KPIs.
-These metrics should be viewed alongside your core goals.
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Conversion
Rate
Average
Visitor Duration
Bounce Rate
Events
Top landing
pages
Average order
value
Clicked a video link
Shared via Social
Clicked an audio link

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Starting to track performance
-Once we have goals & supporting KPIs we can start to understand performance.
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1. Understand visitor engagement
2. Measure conversions
3. Analyse which channels
are working for you and
where you should invest
more effort.

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Digging Deeper into Google
Analytics

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Locations
-Google lets us analyse where people are visiting your site from.
-Are you getting traffic from the right locations. Does it convert?
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Site speed
-How quick is your site?
-Slow sites can have a dramatic
impact on conversion rate.
-If a site takes longer than 3
seconds to load people leave.
-GA allows you to track site
speed and makes suggestion to
improve your site.
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Universal Analytics - cross device tracking
-People not only reach sites via different channels but will
browse on multiple devices.
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Smartphone
Tablet
Laptop
Desktop

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Cross device tracking
-Previously this would have been tracked as three separate
visits.
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- Universal Analytics is making it possible to track visitor journeys
across multiple devices.

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Cross device tracking
-We can start to understand how people switch between devices.
-Mobile & tablet traffic leading to conversions?
- Is the site mobile friendly? Will this negatively impact conversion rate?
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If building a new
website ensure it is
mobile responsive.

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Call tracking
- Previously when someone made a search that resulted in a phone call
we couldn’t track this
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?
Conversion
Data
- Now it is possible to track when a person has visited the site and made a
call to enquire.

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Call tracking
- By integrating third party call tracking services with Google Analytics it is possible to track a visitors
journey from online to offline enquiry.
- Each time a new visitor reaches the website they are served a unique number. which can be
tracked
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http://www.freespee.com/

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Top Tips

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Top tips
- Make sure you have Analytics if you don’t already
- Establish KPIs & goals early on.
- Ensure you are segmenting your traffic by channel so you know
where to spend your time & money
- Evaluate data over meaningful date ranges to see trends - MoM /
*YoY*
- If you are using Google AdWords consider importing your GA goals.
- Understand your top performing content
- Get used to using Universal Analytics.
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Thank you for listening
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm

50. Thanks for listening, any questions?
!
Next event August 28th
Can you use YouTube to drive sales?
Basics of content writing
!
This presentation will be sent out to attendees

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Shepway
Apprenticeship Scheme
• Grants of up to £1,500 per apprenticeship
offered to Shepway businesses recruiting
Shepway residents as full-time apprentices.
• Over 160 apprenticeships supported through the
scheme since April 2012.
• For further information contact Jeremy Whittaker
– 01303 853375 –
jeremy.whittaker@shepway.gov.uk
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