WEBINAR

| 7.16.15

BEYOND GOOGLE ANALYTICS:

HOW TO PICK THE BEST METRICS AND TOOLS

FOR YOUR PROJECT
PRESENTERS:

Shelby Thayer, Penn State University

Becky Vardaman, Converge Consul=ng

ABOUT THE PRESENTERS

Becky Vardaman
Vice President
Converge ConsulBng





Shelby Thayer
Director of Web Strategy and CRM
Penn State Outreach and Online EducaBon

AGENDA
1. DeniBon and scope of digital analyBcs
2. GeOng leadership buy-in
3. The basics - objecBves, goals, KPIs...
4. Measuring campaigns, email, social
media, content, and o-site conversions

DIGITAL ANALYTICS HELPS TO...

1. Measure success of markeBng eorts.
2. OpBmize your website.

THE SCOPE OF DIGITAL ANALYTICS

Chief MarkeBng
Technologist Blog

by Sco[ Brinker

hPp://=nyurl.com/martec-2015

h[p://chiefmartec.com/2015/01/markeBng-technology-landscape-supergraphic-2015/

GOOGLE ANALYTICS AND...

Chief MarkeBng
Technologist Blog

by Sco[ Brinker

hPp://=nyurl.com/martec-2015

h[p://chiefmartec.com/2015/01/markeBng-technology-landscape-supergraphic-2015/

DOING IT RIGHT TAKES RESOURCES!

How do you get leadership to buy into the importance
of digital analyBcs?

WHY SHOULD LEADERSHIP CARE?

Know your audience (WiiFM)

Show the struggle
Don't be a stealth bomber (problems and soluBons)
Set expectaBons - be realisBc
Why are resources important?

SHOW THE STRUGGLE

h[p://www.nngroup.com/arBcles/unmoderated-user-tesBng-tools/

WHAT TO DO FIRST
Business ObjecBves
Website goals
Key Performance Indicators

WE EXIST TO...
Get Students
Get Members
Get DonaBons

OUR WEBSITE EXISTS TO...

Capture leads
Inform prospects
Get applicaBons
Make it easy for people to do X

(pay a bill, register for a class, request informaBon, etc.)

TRANSLATE TO CONCRETE GOALS

Visit campus
Apply
Donate
Register for events
Read about your school
Call

MICRO AND MACRO CONVERSIONS

Micro Conversion:
Read about the school
Read about majors
Watch videos
Use the tuiBon esBmator
Call admissions
Fill out an RFI

Macro Conversion:

Visit
Apply

KEY PERFORMANCE INDICATORS (KPIs)

What do we measure to see if our website is meeBng its goal(s)?

GOAL = APPLY

ConsumpBon of academics pages has increased X%.

Use of tuiBon calculator has increased by X%.
ApplicaBon starts increased by X%
ApplicaBon submits increased by X%

MEASUREMENT: MARKETING & AUTOMATION

Campaigns
Email MarkeBng
Social Media
A[ribuBon Explained
Content EecBveness
O-site Conversions

TRACKING THE CAMPAIGN

Create a trackable URL - using a standard conven2on for
all parameters.

h[p://www.yoursite.edu/?utm_source=RFI&utm_medium=email&utm_content=apply&utm_campaign=RFI-emails

Campaign Source (utm_source) - RFI

Campaign Medium (utm_medium) - email
Campaign Term (utm_term) - not used
Campaign Content (utm_content) - apply
Campaign Name (utm_campaign) - RFI-emails

Email, email, e-mail

URL BUILDER
Using standard convenBon is cri2cal.
Parameter labels should be exactly the same.





Create a spreadsheet with lookups to keep things
standard or (even be[er) use a tool like Terminus
(h[p://www.terminusapp.com/blog/best-analyBcs-url-builder/).

MEASURING THE CAMPAIGN

Goal and audience (right stage of the journey?)

Landing Page (is it relevant?)
Call-to-acBon (what should they do?)
The next step

MEASURING THE CAMPAIGN

New visits
"SBckiness metrics"
o Bounce rate, Bme on site, pages per visit
Fill out that form!
What's next?

TROUBLESHOOTING MARKETING CAMPAIGNS

Right audience?
Landing page Bes to ad and stage?
InformaBon is easily found?

TROUBLESHOOTING MARKETING CAMPAIGNS

Build a segment for that campaign
What else are they doing?
o Micro conversions
o Internal site search
o Specic pages
o Mobile vs. desktop

MEASURING EMAIL EFFECTIVENESS

Goal and audience (right stage of the journey?)

Landing Page (is it relevant?)
Call-to-acBon (what should they do?)
The next step

TEST BEFORE SENDING

METRICS FOR MEASURING EMAIL

Delivery rate
Open rate
Click-through rate
Spam rate
Unsubscribe rate
Engagement/Quality Score/Etc.

TRACKABLE LINKS
Track all email links with a GA trackable URL regardless if you
can track the click in your bulk email tool.

Clicking the link in an email is not the goal!

MOBILES HUGE IMPACT ON EMAIL

53% of emails now opened on mobile device
Litmus: h?p://2nyurl.com/litmus-mobile

h?ps://litmus.com/blog/53-of-emails-opened-on-mobile-outlook-opens-decrease-33

Responsive email templates increasingly important

Litmus: h?p://2nyurl.com/litmus-email-clicks
h[ps://litmus.com/blog/the-science-of-email-clicks-the-impact-of-responsive-design-inbox-tesBng/litmus-mailchimp-science-of-email-
clicks

h[p://www.emailmonday.com/mobile-email-usage-staBsBcs

CONSUMPTION VS. ACTION

MEASURING SOCIAL MEDIA

MEASURING SOCIAL MEDIA

MEASURING SOCIAL MEDIA

ATTRIBUTING CREDIT FOR CONVERSIONS

If someone converts aqer mulBple visits to the website,

which channel gets the credit for the conversion?

ATTRIBUTION EXPLAINED
New visit %
Path Length (how many sessions)
Time Lag (how many days)

ATTRIBUTION EXPLAINED

DIRECT AND ASSISTED CONVERSIONS

Banner Ad

Paid Search

Organic Search

Organic Search gets the direct conversion

Banner Ad gets an assisted conversion
Paid Search gets an assisted conversion.

CONVERT

LAST NON-DIRECT CLICK EXPLAINED

Banner Ad

didn't convert

Paid Search

Organic Search

didn't convert

didn't convert

Direct

CONVERT

By Default the Campaigns reporBng in Google AnalyBcs will

a[ribute the credit to Organic Search.

h[ps://www.e-nor.com/blog/google-analyBcs/direct-visits-google-analyBcs-a[ribuBon-precedence

MEASURING CONTENT

Bounce rate
Time on site
Pages per session
Page value

(how valuable is that page to your overall goal?)

MEASURING CONTENT

Bounce rate
Time on site
Pages per session
Page value

(how valuable is that page to your overall goal?)

MEASURING CONTENT

h[p://www.nngroup.com/arBcles/page-fold-manifesto/

MEASURING CONTENT

A/B TESTING

h[p://blog.hubspot.com/markeBng/landing-page-experiments-list

TRACKING OFF-SITE CONVERSIONS

What if the ulBmate conversion happens o-site?
o Look for plugins for Drupal, Wordpress, etc.
o Track the click to the o-site conversion as an
"event"
o Talk to your colleagues.

KEY TAKEAWAYS
Digital AnalyBcs isn't just about Google AnalyBcs.
Know your objecBves and goals - and use the right
KPI for the job.
To get buy-in, show the value.
Use the right tool for the job.

QUESTIONS?

OMNI ROYAL ORLEANS | NEW ORLEANS, LOUISIANA | OCTOBER 21-22, 2015

QUESTIONS?
Becky Vardaman
Vice President
Converge ConsulBng





Shelby Thayer
Director of Web Strategy and CRM
Penn State Outreach and Online EducaBon