Presentation made during the University of Akron Marketing Retreat on May 7, 2013

1. Presented by
SCOTT CHAPIN | SVP Analytics| Marcus Thomas LLC
DIGITAL
ANALYTICS
Presented by
SCOTT CHAPIN | SVP Analytics| Marcus Thomas LLC

2. SCOTT CHAPIN
Senior Vice President
Analytics & Digital Strategy
• 15 years in digital marketing
• Google Analytics Individually Qualified
since 2009
• With Marcus Thomas since 2011
5/7/2013 2Digital Marketing Retreat – Analytics

3. WHY DO ANALYTICS
MATTER?

4. WHY ANALYTICS?
• Provide insights on the current situation
• Deliver data points for continuous
improvement
• Demonstrate the value of marketing
efforts
• Help predict the outcome of future activity
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5. WHEN SHOULD
ANALYTICS BE
USED?

6. WHEN TO USE DIGITAL ANALYTICS
• Strategy Development
• Content Planning
• User Experience Definition
• Campaign Evaluation
• Customer Service/Ongoing Listening
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7. WHERE TO START?

8. DIGITAL ANALYTICS ARE MORE THAN WEB
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9. 5/7/2013 9
WEBSITE/SOCIAL APP MEASUREMENT TOOLS
Digital Marketing Retreat – Analytics

10. SEGMENTATION
The four major Web analytics platforms
allow for segmentation of visitors by a
wide variety of attributes, including time,
geography, device and activity.
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11. PATH ANALYSIS
Knowledge of how a visitor interacts with
a website can provide insight into how to
increase desired behaviors and what to
change if objectives are not being met.
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12. 5/7/2013 12
SOCIAL MEASUREMENT TOOLS
Digital Marketing Retreat – Analytics

13. CONSUMER ATTITUDES
Social media analysis tools can provide
guidance on sentiment, purchase intent or
word associations, helping marketers
understand the current conversation and
audience desires.
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14. 5/7/2013 14
SEARCH MEASUREMENT TOOLS
Digital Marketing Retreat – Analytics

15. TREND ANALYSIS
Using tools like Google Trends and social
media listening, conversation trends can
be analyzed to determine what types of
content consumers may desire and help
companies be ahead of the next big thing.
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16. 5/7/2013 16
DIGITAL MEDIA MEASUREMENT TOOLS
Digital Marketing Retreat – Analytics

17. ATTRIBUTION
Today’s media analysis tools have
advanced beyond simple last-click
attribution. We are now able to identify
many digital touchpoints along the path to
purchase and determine what mix provides
the optimal outcomes.
5/7/2013 17
Last Interaction First Interaction
Linear
Time Decay Position Based
Digital Marketing Retreat – Analytics

18. MARKETING AUTOMATION AND CRM
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19. FOUR LEVELS OF MEASUREMENT
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Business Objectives
Marketing Objectives
Campaign Metrics
Digital
Social
Advertising
Public
Relations
Platform Metrics
Digital Marketing Retreat – Analytics

20. MODELING
With better analytics comes an improved
ability to predict the future. Looking at
past performance, combined with assumed
activity can provide a model to anticipate
the likely outcomes from prospective
activity.
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Sources
Gates
Activity
Outcomes
Digital Marketing Retreat – Analytics

21. ADDITIONAL RESOURCES
Books
• Web Analytics: An Hour a Day (Kaushik)
• Web Analytics 2.0: The Art of Online Accountability and
Science of Customer Centricity (Kaushik)
• Advanced Web Metrics with Google Analytics (Clifton)
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22. ADDITIONAL RESOURCES
Online
• http://econsultancy.com/us/topics/web-analytics.atom
• http://www.advanced-web-metrics.com/blog/
• http://www.kaushik.net/avinash/
• http://cutroni.com/blog/
• https://twitter.com/TheGrok
• http://analytics.blogspot.com/
• http://blogs.adobe.com/digitalmarketing/tag/sitecatalyst/
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23. SCOTT CHAPIN
Senior Vice President
Analytics & Digital Strategy
• schapin@marcusthomasllc.com
• @scottchapin
http://www.linkedin.com/in/scottchapin
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24. QUESTIONS