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Metrics That Matter
Establishing a measurement framework and analytics implementation that improves your marketing performance
Metrics That Matter Establishing a measurement framework and - - PowerPoint PPT Presentation
Metrics That Matter Establishing a measurement framework and - - PowerPoint PPT Presentation
Metrics That Matter Establishing a measurement framework and analytics implementation that improves your marketing performance The Marketing Problem https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/views-from-the-
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The Marketing Problem
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https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/views-from-the- top-what-ceos-and-other-execs-really-think-of-marketing
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https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/views-from-the- top-what-ceos-and-other-execs-really-think-of-marketing
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https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/views-from-the- top-what-ceos-and-other-execs-really-think-of-marketing
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https://www.thinkwithgoogle.com/feature/search-intent-marketing-funnel
Data Reporting
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“Marketers with more advanced measurement strategies, link marketing activities with company-wide results such as profit or revenue.”
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The Measurement Framework
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Business Objectives (Macro Goals) Goals (Macro & Micro Goals) KPIs Target Setting Segmentation
Digital Marketing & Measurement Model
https://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
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Digital Marketing & Measurement Model
Business Objective – Grow to £x Turnover by EOFY 2021 Business Objectives (Macro Goals) Generate Awareness Generate Leads
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Goals (Macro & Micro Goals)
Digital Marketing & Measurement Model
Business Objective – Grow to £x Turnover by EOFY 2021 Generate Awareness Generate Leads Website Goal: Improve recognition of Liberty as a specialist marketing agency. Website Goal:
Enquiry via forms (Name & Email)
Website Goal:
Capture leads through content
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KPIs
Digital Marketing & Measurement Model
Business Objective – Grow to £x Turnover by EOFY 2021 Generate Awareness Generate Leads KPI: Non branded new visits to core service pages. Website Goal: Improve recognition of Liberty as a specialist marketing agency. Website Goal:
Enquiry via forms (Name & Email)
Website Goal:
Capture leads through content
KPI: Enquiries KPI: Email Captures
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Target Setting
Digital Marketing & Measurement Model
Business Objective – Grow to £x Turnover by EOFY 2021 Target: x non branded new visits per month Generate Awareness Generate Leads Website Goal: Improve recognition of Liberty as a specialist marketing agency. KPI: Non branded new visits to core service pages. Target: x per month Target: x email captures Website Goal:
Enquiry via forms (Name & Email)
Website Goal:
Capture leads through content
KPI: Enquiries KPI: Email Captures
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Segmentation
Digital Marketing & Measurement Model
Business Objective – Grow to £x Turnover by EOFY 2021 Segments: Location, Traffic Sources, New, Landing Page, Source Segments: Source, Conversion, Path, New v Returning, Lead Quality Generate Awareness Generate Leads Target: x non branded new visits per month Target: x per month Target: x email captures Website Goal:
Enquiry via forms (Name & Email)
Website Goal:
Capture leads through content
Website Goal: Improve recognition of Liberty as a specialist marketing agency. KPI: Non branded new visits to core service pages. KPI: Enquiries KPI: Email Captures
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Digital Marketing & Measurement Model
Business Objective – Grow to £x Turnover by EOFY 2021 Establish Brand Increase Sales Segments: Sources, New, Landing Page, Gender, Age Website Goal: Win New Visitors KPI: Market Share of Visits/ New Visits Target: x new visits per month Website Goal: Build Fan Base KPI: Fan Base Connections Target: x mailing list sign ups per month Segments: Sources, New, Landing Page, Gender, Age, On site search v non search, product recommendations Website Goal: Improve CVR KPI: CVR Target: 1.78% Website Goal: Increase AOV KPI: AOV Target: £93.03 Retail
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Collection, Reporting, Analysis
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Collection
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Data Collection
Make sure your data is clean Set goal triggers Create behaviour goals using tag manager Integrate with other data sources
Data Collection
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Data Collection
Ghosts & Crawlers Bot traffic Internal traffic Tools/Third-party sites
Clean Your Data
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Data Collection
Create a Custom Filter
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Data Collection
Create a Filter
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Data Collection
Create a Custom Filter
https://moz.com/blog/stop-ghost-spam-in-google-analytics-with-one-filter https://moz.com/blog/how-to-filter-junk-traffic-google-analytics
semalt|ranksonic|timer4web|anticrawler|dailyr ank|sitevaluation|uptime(robot|bot|check|\- |\.com)|foxweber|:8888|mycheaptraffic|bestbab y\.life|(blogping|blogseo)\.xyz|(10best|auto|exp ress|audit|dollars|success|top1|amazon|comme rce|resell|99)\-?seo
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Data Collection
Set Goals
URLs Time Pages/Visit Events
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Data Collection
URL Destination
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Data Collection
Visit Duration
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Data Collection
Pages/Visit Goals
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Data Collection
Event
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Data Collection
Scroll Depth AMP Page Views Mobile Apps Button Clicks (add to cart, subscribe etc.) Social Button Clicks Contact clicks File Downloads
Measure Behaviour Using Google Tag Manager
Outbound Clicks Form Submissions Checkboxes Install Remarketing Pixels Ecommerce Features Video Plays Visitor Navigation
https://www.analyticsmania.com/post/google-tag-manager-use-cases/
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Data Collection
Third Party Integration
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Data Collection
Third Party Integration
https://www.analyticsmania.com/post/google-tag-manager-use-cases/
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Reporting
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Data Reporting
Reporting
Build progress updates into your culture Create easy to access dashboards Only report on metrics that matter
- Attribution. Attribution. Attribution
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Data Reporting
Dashboards
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Data Reporting
Dashboards
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Data Reporting
Attribution
Last Click First Click Linear Position Based Time Decay
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Data Reporting
Last Click
Data Reporting
Last Click
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Data Reporting
First Click
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Data Reporting
Linear
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Data Reporting
Position Based
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Data Reporting
Time Decay
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Data Reporting
Model Comparison Tool
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Data Reporting
Custom
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Analysis
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Digital Marketing & Measurement Model
Business Objective – Grow to £x Turnover by EOFY 2021 Establish Brand Increase Sales Segments: Sources, New, Landing Page, Gender, Age Website Goal: Win New Visitors KPI: Market Share of Visits/ New Visits Target: x new visits per month Website Goal: Build Fan Base KPI: Fan Base Connections Target: x mailing list sign ups per month Segments: Sources, New, Landing Page, Gender, Age, On site search v non search, product recommendations Website Goal: Improve CVR KPI: CVR Target: 1.78% Website Goal: Increase AOV KPI: AOV Target: £93.03 Retail
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Analysis
Segments
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Analysis
Segments
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Analysis
Top Conversion Paths
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Analysis
Automated & Custom Insights
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Takeaways
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Data Reporting
Takeaways
Make sure you have a measurement framework in place Ensure your data is as accurate as possible Make reporting easier for yourself with dashboards Attribution can help you make better marketing decisions
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https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/views-from-the- top-what-ceos-and-other-execs-really-think-of-marketing
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https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/views-from-the- top-what-ceos-and-other-execs-really-think-of-marketing
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Thanks
@_libertydigital @pm_hunter /company/liberty-marketing-ltd /in/pmhunter/ libertymarketing.co.uk