Digital measurement & analytics

This breakout session presentation discusses how Adometry and Ideeli partnered to more accurately measure attribution across online and offline marketing channels. Ideeli is an online retailer that saw over 50% of display ads appear below the fold or not seen at all. Using Adometry's fractional attribution technologies, Ideeli was able to reallocate spending to top placements, eliminate inefficient placements, and reduce CPA by 14% while maintaining new member signups. For driving repeat purchases, last click understated attribution by over 90%. This insight allowed Ideeli to justify increasing ad spend, find new marketing channels, and increase repeat purchases by 30% with consistent monthly improvements.

Digital Marketing Enablement starts with Web Analytics. This is a presentation used to capture different facets of web analytics & how it helps in enablement of Digital Marketing

The document discusses how organizations can transform their digital marketing programs into a revenue engine. It emphasizes that marketing now has more influence over the buying journey than ever before, and that revenue has become the most important metric. However, many marketers struggle to engage customers and drive revenue due to an inability to coordinate across channels or properly measure performance. The document recommends that organizations implement an integrated demand generation strategy using various tactics like content marketing, personalization, and analytics to optimize the customer journey. It also stresses the importance of an integrated digital technology platform to support marketing efforts at each stage of the revenue funnel.

The document discusses how analytics can help drive B2B growth in an era of uncertainty. It notes that most companies still rely on traditional analytics approaches rather than advanced analytics. A case study shows how one company used customer, operations, and alternative data, along with predictive analytics, to identify client-specific insights and growth opportunities. This allowed them to have more strategic conversations with customers focused on emerging trends and incorporate a futuristic lens into planning. The document advocates moving from traditional research to advanced analytics to build reliable customer intelligence and better understand future conditions.

This document discusses using key performance indicators (KPIs) that accurately reflect the business value of paid search and display campaigns, rather than just online marketing metrics. It recommends using an "Income per Sale" KPI that measures revenue generated through a channel divided by the number of sales. This KPI shows the campaign's performance in business context independently of web metrics. A companion "Profit Margin Calculator" KPI is also recommended to determine campaign profitability after all expenses. Using these KPIs focuses efforts on goals of justifying budgets and optimization strategy to improve business results.

In this webinar you’ll learn how to makes sense of attribution data outputs and to use those insights to achieve your goals, including insights on: - Generate reports and extrapolate insights - Identify typical actions associated with common insights - Leverage optimization to improve cross-channel performance

This document discusses smart multi-channel attribution modeling to better understand customer journeys. It notes that SAP has long sales cycles, multiple decision makers, and spends significantly on both push and pull marketing across many channels. Traditional attribution methods like last-click or first-click are misleading as customer journeys often involve multiple touchpoints. The document advocates for multivariate attribution analysis using tagging to understand how channels overlap and influence conversion rates. This reveals the optimal sequence and frequency of exposures to drive conversions. Together, macro media mix modeling and micro digital attribution through testing can improve efficiency and effectiveness.

This document discusses how a Data Ninja can help businesses address the growing complexity of data and shrinking budgets. A Data Ninja would define the target market and key drivers, build a comprehensive list of market drivers and data sources, and leverage statistical techniques to create an accurate forecasting model that clearly explains the relationships between drivers and the market. Additionally, a Data Ninja would add interactive visualizations to simplify and bring the data to life, providing transparency and a single version of truth to gain user trust.

This document discusses building an effective reporting process for analytics. It recommends defining objectives and key metrics, setting up campaigns, content, and conversions tracking, and creating templates for an analytics task list, metrics matrix, and master questions list to support reporting. Helpful analysis tools mentioned include A/B testing, heatmaps, click interaction data, and custom alerts. The overall goal is to provide insights and recommendations to support business decisions.

The document discusses how web analytics can help optimize websites and advertising campaigns. It explains that web analytics involves collecting and analyzing quantitative internet data to understand visitor behavior and determine why certain outcomes are occurring. This allows issues with pages, keywords, or funnels to be identified so improvements can be tested and implemented, leading to increased goals like conversions. The full analytics process is described as measuring what is happening, determining why, and using insights to improve outcomes through testing changes.

CRO utilizes data and intuition in a predictable, repeatable and measurable way to improve key performance metrics. Digital marketers can learn from agile methodology, lean methodology, and CMM which focus on iterative processes, early delivery, continuous improvement, and adapting to change. VWO's agile CRO principles emphasize working with real data not opinions, optimizing for speed, and ensuring people, processes and tools are given equal importance to successfully run optimization campaigns. A VWO cart abandonment report found the majority of abandonments could be recovered and providing discounts, reviews or addressing payment issues could encourage purchases.

This presentation was presented at #CustomerAnalytics Conference, Chicago 2014 by Maruti Peri, VP Sales. BRIDGEi2i helps businesses extract each ounce of loyalty in today's “Age of the Customers” as customer loyalty keeps fighting an uphill battle with increased product choices and proliferation of prospective client information. To know more about BRIDGEi2i Customer Intelligence Solutions, visit http://www.bridgei2i.com/customer-intelligence.html

No one likes churn. And no one can afford a bad churn problem. So how do you prevent it? You need a way to monitor and manage the current health of every customer so you can accurately forecast each account’s likeliness to renew. Check out this webinar featuring Brian Merritt, VP of Customer Success at Trustpilot, and Omer Gotlieb, Chief Customer Officer at Totango. The two of them will introduce 5 variables you should track to not only prevent churn, but to also grow recurring revenue.

The document outlines the imperative for companies to deliver consistent, relevant digital customer experiences across all touchpoints. It recommends appointing a digital champion, defining customer personas and journeys, articulating a digital vision, identifying gaps, defining necessary capabilities, and executing a roadmap. Specifically, it suggests designating a cross-functional team, mapping the customer journey, aligning the vision with business objectives, conducting interviews to identify challenges, and developing a multi-step roadmap including analytics, collaboration, and technology integration projects.

Taking your marketing performance measurement to the next level requires pulling all the pieces together to get greater clarity on performance, within and across channels. This is where an advanced attribution solution enters the game. In this first of the five webinar series, you’ll learn the key considerations when planning an initiative to leverage these capabilities to drive big results.

Presented by Zach Monroe, Director, Marketing Technology, Houghton Mifflin Harcourt at the Chicago Oracle Marketing Cloud User Group.

When managing eCommerce sites, it’s crucial to be familiar with how people interact and engage with your site, and what drives them to buy (or not). In this presentation we discuss best practices for managing an eCommerce Site, how to follow a customer’s conversion path, and how to get the most out of the data you’re collecting

Join Optimizely’s lead strategy consultant, Alek Toumert, to understand how to experiment and optimize throughout the checkout flow. Consumer’s expectations have been rapidly changing, and the checkout process is one of the most important consumer engagement points. Experimentation can enable you to create a better checkout experience, regardless of channel. As the only experimentation platform that is PCI compliant across the board, Optimizely enables customers to experiment at any point in the customer journey.

The document provides an overview of Jessica Le Merle and her company Afundi. It includes 10 things about Jessica, a definition of the word "afundi", an introduction to Afundi and what services they provide, their approach and values. The rest of the document outlines an agenda for a data analytics training session, covering topics like objective setting, key performance indicators, metrics, and using Google Analytics.

The document summarizes a presentation about applying measurement and analytics to marketing. It discusses key topics like: - Establishing key performance indicators to measure marketing effectiveness - Using metrics like return on marketing investment and customer lifetime value - The need for accountability and demonstrating marketing ROI - Testing and optimizing marketing campaigns using A/B and multivariate testing - Measuring social media marketing through engagement, involvement, and other relevant metrics.

This document provides an overview of Google Analytics 101. It discusses why analytics are important, how to set up goals to define desired outcomes, and how to analyze data on acquisition sources, user behavior, conversions and more. The goal is to understand how visitors interact with a website and drive continual improvement through data-driven decisions.

The document discusses web analytics and understanding visitor behavior. It begins by outlining why measuring website metrics is important for businesses. It then provides an overview of key performance indicators (KPIs) businesses should track, such as leads, sales, visitors, and errors. The document emphasizes that analytics should start simply, by setting up basic tracking using Google Analytics, before expanding to more advanced metrics. It stresses communicating findings through reports on metrics like conversion rates, rather than overwhelming data.

Tom Willis will cover a range of tools, customer data and analytics that can be used to determine metrics and keep your marketing strategies in line with key business goals, regardless of your budget.

A step-by-step tour through Google Analytics, simplifying some of its complexity, and offering tips to make sure you are optimizing the numbers that matter to you. We will cover some basic customization including using segments and creating custom dashboards.

One of the biggest skills gaps today is data analytics - the ability to not merely look at reports but to make recommendations and take action based on the data. Google Analytics is a powerful, free, decision support tool that is essential to understanding and improving your online marketing efforts. Anneline Breetzke will cover the basics of the tool, the key metrics and four main reports and will then turn to customization. How to set up a custom dashboard and a custom report.

A talk at E-commerce North Show from Dave Chaffey of Smart Insights covering 15 questions to ask about the latest trends including AI and machine learning and user experience.

From Digital Analytics to Insights: Data-Driven Decision Making & Changes in Consumer Trends to Effectively Develop Below-the-Line Campaigns / Guest speaking on Nov 25, 2015 at Asia Business Connect's Conference on "Effective Below-the-Line Marketing Strategies"