1. 7 FEBRUARY 2019
LONDON

2. The Ideal Marketing Company
MARKETING IN CONSTRUCTION SUMMIT
13:45 – 14:30
How to measure Digital Marketing success with Google Analytics
Jessica Shailes
Head of Digital Marketing
The Ideal Marketing Company
7 FEBRUARY 2019 | THE BUILDING CENTRE, LONDON
@UK_CW #DIGICONSUMMIT

3. What is the point of all this data?
Who is in the room?
Who is using Google Analytics already?
Who do you need to keep happy?
The Ideal Marketing Company 2018

4. “Not everything that counts can be counted, and
not everything that can be counted counts.”
Albert Einstein (maybe)

5. “Not everything that counts can be counted, and
not everything that can be counted counts.”
Albert Einstein (maybe)

6. Vanity vs Clarity Metrics
“Vanity metrics are surface-level metrics. They’re often large measures, like number of downloads, that impress others. Use them to initiate partnerships and gain a following.
“Clarity metrics are operational metrics, like the number of minutes a day your product actually gets used or how long it took for a user to get service. These are the hidden gears that drive growth. Use them to solidify your competitive advantage.”
Lloyd Tabb, Founder and CTO of Looker
Where to start?
Set up your goals
How does this impact your marketing strategy?
Measurements, KPI, Targets
The Ideal Marketing Company 2018

7. Digital Marketing & Measurement Model
Identify the business objectives upfront. Sr. Executives play a key role in this step.
Identify goals for each business objective. Executives lead the discussion, you’ll play a contributing role.
Write down the key performance indicators. You’ll lead the work in this step, in partnership with a “data person” if you have one.
Set the parameters for success upfront by identifying targets for each KPI. Organization leaders play a key role here, with input from Marketing and Finance.
Identify the segments of people / behavior / outcomes that we’ll analyze to understand why we succeed or failed.
Source:
The Ideal Marketing Company 2018

8. Example (ecommerce website)
Objective: increase sales
Goal: increase conversion rate and increase customer spend per customer (How do these goals impact your marketing strategy?)
KPI: conversion rate and average order value
Target: increase from 5% to 10% and increase from £20 to £25
The Ideal Marketing Company 2018

9. Business Goals Action
What are your business objectives and goals for the next year?
If you don’t know how can you find out?
What is the next thing you’re going to do to get this nailed?
The Ideal Marketing Company 2018

10. Goals in Google Analytics
The point of Goals in Google Analytics
Things that can be measured:
Going to a location on the website
Completing an action (clicking a link, playing a video, completing a form, downloading a document)
Time spent on a site
Number of pages visited
But how does this connect to business objectives?
The Ideal Marketing Company 2018

11. Goals in Google Analytics
Goals by desirable actions
Revenue generating – Ecommerce tracking is probably better
Make a purchase
Make a reservation
Acquisition
Create account
Request a quote
Enquiry
Contact form
Click to
Click to call
Engagement
Newsletter sign up
Social share
The Ideal Marketing Company 2018

12. The value of a goal
A goal ‘conversion’ is a lead and equal to ‘1’ in any reporting, so assign a value if you have lots of goals of different value to you or consider leaving off micro conversions.
What is the value of the following to you?
Create account
Request a quote
Contact form
Click to
Click to call
Newsletter sign up
Social share
Make a purchase
Make a reservation
The Ideal Marketing Company 2018

13. Goals in Google Analytics
If you do nothing else, set these up
Click to
Click to call
Visit contact form
The Ideal Marketing Company 2018

14. The Ideal Marketing Company 2018

15. Google Goals Action
Based on your business objectives what GA goals would be most relevant?
What is your benchmark?
What is your target?
The Ideal Marketing Company 2018

16. Account Optimisation Add a view that excludes your own IP address
Update property and view settings
Default URL prefix (http vs https)
Industry category
Enable Demographics and Interest Reports
Update view settings
Update the time zone to your own from the drop down
Scroll down further and update the currency to your own
Select the box under ‘Bot Filtering’ to exclude all hits from known bots and spiders
Turn on ‘site search tracking’ and under ‘query parameter’ add the right query parameter.
The Ideal Marketing Company 2018

17. Tools to help you report
Import custom reports
Edit to fit
Set up schedules (to self)
Look at Data Console
Reporting insight
The Ideal Marketing Company 2018

18. Reporting insight Refer back to original business objectives and goals
Report on changes in agreed KPIs against targets
Decipher “Which means…”
Recommend next steps
Investigate
Schedule in future meetings and updates
The Ideal Marketing Company 2018

19. Resources Avinash Kashik - www.kaushik.net Academy for Ads
Data Console
Google Analytics optimisation step by step idealmarketingcompany.co.uk/optimise-google-analytics
Get a free, no-obligation marketing consultation with Ideal Marketing. call of click here to book in your slot
The Ideal Marketing Company 2018

20. The Ideal Marketing Company
FOR FURTHER INFORMATION
TELEPHONE:
WEBSITE:
Jessica Shailes
Head of Digital Marketing
The Ideal Marketing Company
30 JANUARY 2019 | MARKETING IN CONSTRUCTION SUMMIT
@UK_CW #DIGICONSUMMIT

21. 7 FEBRUARY 2019
LONDON