1. Measure Digital to Ignite Results not Reports Peter Howley, Principal Consultant Empirical Path

2. ‣ Introduction ‣ Status Quo ‣ Count Conversions ‣ Segment Audience ‣ Test Ideas ‣ Share Insights agenda

3. About me ‣ Led web analytics at washingtonpost.com ‣ Led branding business at #1 online ad network ‣ Founded Empirical Path in 2002 ‣ Earned Google Analytics and Omniture certifications

4. Why measure? ‣ Defend digital investment ‣ Compare online to offline ‣ Right-size digital investment ‣ Re-allocate to most valuable activities ‣ Celebrate and reward successes ‣ Learn from mistakes

5. status quo Reports that measure only how many people entered the funnel: ‣ Impressions ‣ Visits ‣ Unique visitors ‣ Friends ‣ Followers

6. Count conversions Measure how many times they complete the funnel (& achieve campaign goal): ‣ Purchases ‣ Social shares ‣ Email signups ‣ Contacts via form & phone ‣ File downloads ‣ Video views

7. Main Domain Conversions: offer

8. Vendor Domain Conversions: checkout

9. Conversions: funnel report NOTE: All data disguised Show all, new, returning, or campaign, etc. visits

10. Conversions: cross-channel NOTE: All data disguised

11. Only cumulative share data No share data Conversions: sharing

12. Conversions: report NOTE: All data disguised

13. segment audience Measure conversion rate for each key segment of visitors. ‣ Traffic source (PPC, email, SEO) ‣ Geography ‣ Loyalty (new, returning) ‣ Content interest ‣ Prior purchase ‣ Answers to survey questions

14. Segments: visitor type Unique content for each audience

15. Segments: visitor type

16. Segments: visitor type reporting NOTE: All data disguised Row for each segment…in any report Conversion rates for multiple goals

17. Segments: ad campaigns

18. Segments: social campaigns

19. Segments: partner campaigns

20. Segments: Campaign tagging 1 row for each link or set of links worth tracking Ties in other analytics tools Tells analytics which channel worked

21. Segments: Campaign tagging

22. Segments: Campaign reporting Revenue Other Conversions

23. test ideas Experiment with ideas and use conversion rate in key segments to pick a winner: ‣ Landing Page ‣ Ad Copy ‣ Home Page ‣ Offer ‣ Discount ‣ Button color AB

24. Above-the-fold call-to-action 23% of next clicks from the homepage are to promotions Test ideas: inspiration

25. Carousel dominates above-the- fold Copy pushes everything but Carousel below fold 79% of page views are entries to the site Test ideas: analysis

26. Test ideas: execution

27. Revenue per Pageview shot up Bounce rate improved Pageviews dropped as client cut PPC Test ideas: results

28. Visits viewing page spent 32% more despite falling 73% Oh yeah! Test ideas: results

29. Downplay; 9% click but 27% of those come back Shrink; pushes products & prices down Keep; 18% of entrances click Lose; draws eye from product art & headline Test ideas: analysis

30. Test ideas: results

31. share insights Get analytics reports, findings & recommendations to decision-makers ‣ Build useful dashboards ‣ Email reports automatically ‣ Try out mobile apps ‣ Display real-time metrics

32. dashboard

33. Auto-Emailed report

34. Mobile apps

35. Real-time displays

39. Goal completed ‣ Go beyond default reports ‣ Measure conversions and segments ‣ Put data into action by testing ideas and sharing insights

40. Thank you Questions now? Questions later: ‣ peter.howley@empiricalpath.com peter.howley@empiricalpath.com ‣ 505-856-6131 ‣ @phowley99 | @EmpiricalPath ‣ Facebook.com/EmpiricalPath