Digital Sales Framework 1 MARKETING CAPABILITY FULFILMENT BUILDS - - PowerPoint PPT Presentation

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Digital analytics to support marketing initiatives (Google analytics focus)

DATA FULFILMENT MARKETING CAPABILITY BUILDS

Digital Sales Framework

Our focus this 2 days 1

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Home page Product page Form Form submit Creative 1 Channel 1 Creative 2 Content 1 Channel 2 Content 2

We got the media and website structure (skeleton) for Digital Analytics implementation

2

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Home page Product page Form Form submit Creative 1 Channel 1 Creative 2 Content 1 Channel 2 Content 2 Users, sessions, pageviews, duration, bounce rate, events (micro conversion) Goal (macro conversion) Clicks, conversions, conversion rate, cost per conversion

We got the media and website structure (skeleton) for Digital Analytics implementation. Now we have locked down KPIs and metrics.

3

KZ L Google tag manager Website Analytics tracking code Events Goals

See Google tag manager like a room, after it’s in, non IT savvy individuals can place tags or codes easily (from IT guy to marketer) Visual connection of the 3 main setups + Google Tag Manager

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4

KZ L Go to this URL: https://ga-dev- tools.appspot.com/campaign-url- builder/ (or just search for it)

Create campaign URL

5

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5 main reporting sections

1 2 3 4 5 6

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Attribution Multi-Channel Funnels Segment

A subset or cut of data Share the goal

• r conversion

Credit the right channel

7

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Customize for a good reason- segment, report, dashboard

8

KZ L Measure Report Analysis Test

Where is the data How is it Is it tracked What is new

Digital analytics is not a 1 time initiative, it’s an

• n-going process

Continuous optimization framework

9

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People Process Technology Skill sets, mindset, collaboration Structure to connect, clear roles & accountability Tools & capability builds, an enabler

Best scenario, the solution

Change Management framework

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