Adopting a Data-Driven Philosophy In Your Organization

@markfsimmons MixedDigital.com
The #Data-Driven
Philosophy Organization

Contents
• Data-Driven Philosophy
• Analytics
• Advanced Analytics
• Case Studies
• Q&A

The #Data-Driven Philosophy
What is #Data-Driven?

• Marketing
• Sales
• Customer Service
• Human Resources
• Supply Chain
• Manufacturing
• IT

Big Data vs. #SmartData

Organizational Resistance –
Fear & “Accountability Creep”

Organizational Benefits

Adoption, Investment, Implementation

Web Analytics
Brief Explanation

Web Analytics
History & Evolution
Counters
Conversion
Trackers
(Atlas,
DART)
Analytics
Suites
Multi-
Channel
3rd party
integration
Mobile
Predictive
Universal

Web Analytics
The Basics
• Implementation
• Profiles
• Filters
• Goals
• Funnels
• Webmaster
• Demographics
• Adwords

Web Analytics: Advanced
Event Tracking
• Advantages
• Implementation
• Assessment

Event Tracking: Advantages
Event tracking provides insight into the behavior of your
visitors by tracking the specific actions taken throughout
the site. This identifies opportunity to edit content,
provide additional content or implement technical
changes to impact user experience.

Event Tracking: Implementation
• Requires editing the analytics tracking code
• Google Tag Manager – simplifies
• Naming Convention
Category Action Label
White Papers Download [name of white paper]
Articles Download [name of article]
Brochures Download [name of brochure]
Support Literature Download [name of literature]
Video – [topical, bio, promotional] View [title]
High Value Links Click [destination]

Event Tracking: Assessment
• What is our most popular piece of downloadable content?
• How often do visitors click the subscribe button?
• What channel drives the most video views?
• What roles does social play in content consumption?

Multi-Channel Analysis
• Multi Channel Attribution
• Top Conversion Paths
• Assisted Conversions
• Custom Channel Groupings

Multi-Channel Analysis: Attribution
First
Assist
Last
90 Days

Multi-Channel Analysis: Top Conversion Paths

Multi-Channel Analysis: Assisted Conversions

Multi-Channel Analysis: Custom Channel Groupings
• Standard channels
• Allow a deeper, customized view of your data
• Creating a custom channel
• Reporting

Multi-Channel Analysis: Custom Channel Groupings

Advanced Segments: Definition
“Advanced segments allow you to isolate
and analyze subsets of sessions and
users to gain deeper insights.”
Tweetable!

Advanced Segments: Standard Segments

Advanced Segments: Custom Segments

Advanced Segments: Examples
• Users from the MidWest, whose revenue
exceeded $1,000 and sessions where the medium
was cpc
• Android users, coming from display ads, that
generated at least $100 in revenue

Content Grouping: Definition
“Content grouping lets you group content
into a logical structure based on how you
view your site or app.”
Tweetable!

Content Grouping: Examples – E-Commerce
Men
Shoes
Casual
Athletic
Shirts Pants
Women
Shoes Shirts Pants

Content Grouping: Examples – B2B
Clients
Research Books
Training
Videos
Prospects
White
Papers
Case
Studies
SlideShare

Content Grouping: Implementation
1.Change Code
2.Rules-based
3.Regex

Content Grouping: Implementation - Code Modification
Modify the code on each
page to identify the index
number and content group
to which the content
belongs

Content Grouping: Implementation – Rules & Regex
Rules:
page > contains > books
Regex (Extraction):
Page > /Men/(.*)/
Page Title > (.*shirts).*

Content Grouping: Reporting
Content Grouping is a primary dimension

Case Studies
Lead Generation
• B2B company focused on workforce housing industry
• Used advanced segments to analyze visitor behavior
• Discovered visitors that consumed digital assets were
3x more likely to complete form and that repeat visitors
converted 50% more often
• Began increasing promotion of digital assets via paid
search, social media and on the site
• Successfully tested retargeting
• Increased leads ~25% within 6 months

Case Studies
E-Commerce
• E-commerce company selling essential oils and wellness
products
• Used content grouping, advanced segments and multi-channel
funnels to analyze performance
• Discovered that singles outperformed blends, women outspent
men 3 to 1 and that social media played a large role in first click
attribution
• Changed the way singles are merchandised and marketed,
launched a presence on Pinterest and targeted female-centric
sites, revamped the social strategy to better position the products.
• All together, sales increased ~250% over a 6 month timeframe

Mark F Simmons
Chief Strategist, Mixed Digital
“The #Data-Driven Philosophy Organization”

Adopting a Data-Driven Philosophy In Your Organization

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