LSS2017: Sifting through the Noise
- 2. Sifting through the Noise
Josh McCoy
Digital Marketing Strategist
Vizion Interactive
@joshuacmccoy
- 5. What is “the Noise”?
• The 30,000 foot view that portrays/identifies little
by placing all users in one/few buckets
• What can distract us from what’s really going on
• What takes our focus away from tailored trends
and user/consumer behavior…the “moments” of
the local user.
- 6. We Must Combat “the Noise”?
• We are smart marketers than have to remember
that local metrics show local successes
• A local marketer doesn’t whittle down the data,
they begin “whittled” and expand out from there
• Be “whittled” in your view of channel traffic,
rankings, visibility and user behavior
• This can help you from an omni-channel
perspective.
- 7. Google Analytics Traffic Noise Filters
• You can drill down to locale via secondary navigation…
…However, we should be making custom reports and advanced segments
in Google Analytics so that we begin at a micro level.
- 9. Google Analytics Traffic Noise Filters
• What does this advanced segmentation approach tell us?
How a Region or Market is performing…
- 10. Google Analytics Traffic Noise Filters
Coupled with custom reporting we will be able to
understand our users’ behavior at a local level!
- 11. Google Analytics Traffic Noise Filters
Coupled with custom reporting we will be able to understand our users’ behavior at a local level!
- 12. Omni-channel Mindset
So, how does this data help us make omni-channel decisions?
Day-parting and scheduling of paid search advertising
Delivery of social advertising
Delivery of social messaging
Scheduling of Email Blasts
- 13. Taking Action
What can we do with these insights? OPTIMIZE!
Through understanding weekend trends we can see that we were wasting spend on weekends.
- 14. Taking Action
In 2015, our spend flattened out at 10:00 am and stay steady
until 16:00 (4pm) then declined as the day drew on.
In 2016, we found that ad spend higher a little later and longer,
led to stronger results – both in revenues, and in profitability.
- 16. More Noise Filters
• Local Rankings (What a web searcher sees in San Diego is not what they see in Kansas City)
• Search Demand varies by market