Introduction to Digital Analytics

1. Introduction to Digital Analytics Keith MacDonald Guest Presentation

2. Introduction to Digital Analytics • Story the First • A Brief History of Time Spent • Definitions • Story the Second • Story the Third CCT 356 - Guest Presentation

3. Story the First Why should I care?

4. Story the First New media meets old media, fuelled by money, in a tale of woe that started out as the easiest challenge ever… CCT 356 - Guest Presentation

5. Story the First: Why should I care? • Picture it: Toronto, 2011… CCT 356 - Guest Presentation

6. Story the First: Why should I care? • Picture it: Toronto, 2011… CCT 356 - Guest Presentation

7. Story the First: Why should I care? CCT 356 - Guest Presentation

8. Story the First: The lesson here is… • Client deliverable is always an answer to “What did I get for my money?” Always. • How do you define “success”? How do you know if your marketing worked? Analytics! CCT 356 - Guest Presentation

9. A Brief History (of Time Spent)

10. A Brief History What’s this analytics you speak of? CCT 356 - Guest Presentation

11. A Brief History: The Usual Suspects CCT 356 - Guest Presentation

12. A Brief History: Methodology User’s Computer Data Collection Server User’s Computer CCT 356 - Guest Presentation

13. Definitions Let’s speak the same language

14. Definitions: Jargon What is web analytics, really? The measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing web usage. Is it web analytics or digital analytics? Both really. The principles and techniques used to measure the web are now being applied to mobile devices, gaming consoles, etc. Stéphane Hamel. (2011, November 23). The Ultimate Definition of Analytics | Analytics & Optimization.http://online-behavior.com/analytics/definition CCT 356 - Guest Presentation

15. Definitions: Jargon What is web analytics? CCT 356 - Guest Presentation

16. Definitions: Jargon What’s this optimization you speak of? The process of measuring user behaviour, identifying opportunities, making changes (to web sites, input forms, conversion processes, marketing campaigns, creative or copy, etc.) in order to cause positive change in user response or behaviour, and measuring the outcome. CCT 356 - Guest Presentation

17. Definitions: Jargon • Measure or Metric • A count of people, browsers or mobile devices; or count of an action taken by a person • A metric may be calculated from two or more measures CCT 356 - Guest Presentation

18. Definitions: Jargon • Dimension • A general source of data that can be used to define various types of segments or counts and represents a property of visitor behaviour or site dynamics • Segmentation • The process of identifying and reporting on a subset of data based on certain selection criteria CCT 356 - Guest Presentation

19. Definitions: Jargon • Session • Defined by opening an app or web browser, ending when the user closes the app or browser or after a period of inactivity; a user may count multiple visits within a single session • Conversion • When a user takes an action the business find valuable; may be narrowly defined (clicking a link) or broadly defined (time threshold) CCT 356 - Guest Presentation

20. Definitions: The Big Three • Page View A count of the number of times a page is loaded or viewed by the user. A page view may also apply to a specific unit of content, e.g. when a majority of page content changes without changing the URL. CCT 356 - Guest Presentation

21. Definitions: The Big Three • Visit A count of the number of times a user viewed your content, regardless of the amount of content that was viewed at a time. A visit begins when the user first accesses the content (usually opening the app or navigating to the site in a web browser) and ends when the user closes the app or browser, navigates to another web site or has been inactive for at least 30 minutes. CCT 356 - Guest Presentation

22. Definitions: The Big Three • Unique Visitor A count of the number of unique people (“sets of eyes”) that viewed your content, unique visitor is a rough measure of the size of your audience. Unique visitors may be counted over a time period: daily, monthly, yearly, etc., or may be “absolute” over a date range. CCT 356 - Guest Presentation

23. Definitions: The Big Three CCT 356 - Guest Presentation

24. Definitions: Duplication Duplication is caused by adding visitors, visits or other similar measures across a single data point. Duplication ignores the possibility that a single person may be counted once for each of the values being added, inadvertently counting the same person twice. CCT 356 - Guest Presentation

25. Definitions: Marketing Metrics (Jargon) • Impressions • The number of time an object (usually an advertising unit) is displayed • Conversion Rate • Also called click-through rate (CTR): the number of conversions as a percentage of page views or impressions CCT 356 - Guest Presentation

26. Definitions: Marketing Metrics (Jargon) • Average Revenue per User (ARPU) • The total amount of revenue generated by a website, campaign or user action divided by the total number of users who generated revenue • Lifetime Revenue per User (LRPU) • The total amount of revenue generated divided by the total number of users who generated revenue since inception CCT 356 - Guest Presentation

27. Definitions: Marketing Metrics (Jargon) • Cost per Acquisition (CPA) • The total amount of money spent (on a campaign) divided by the number of new users who generate revenue • Return on Investment (ROI) • The total amount of revenue generated (by a campaign) minus the total amount spent, usually expressed as an average per user (divided by the total number of users who generated revenue) CCT 356 - Guest Presentation

28. Definitions: Attribution Attribution is the process of “giving credit” to a campaign (ad, piece of content, et al.) when a conversion (purchase) occurs. A campaign is attributed with the value of the conversion. CCT 356 - Guest Presentation

29. Definitions: Attribution Last Touch The last campaign the user acts on gets all the credit. It’s the last campaign that convinces the user to convert. CCT 356 - Guest Presentation

30. Definitions: Attribution FirstTouch The first campaign the user acts on gets all the credit. It’s the first campaign that sticks with you, no matter when you convert. CCT 356 - Guest Presentation

31. Definitions: Participation Multi-Touch Each campaign the user acts on gets equal credit. It’s the mix and repetition of campaigns that convinces users over time. CCT 356 - Guest Presentation

32. Definitions: Multi-channel Funnels In reality, users don’t act on just one campaign. Different marketing channels work together in concert. CCT 356 - Guest Presentation

33. Story the Second 3 Blind Men and an Elephant

34. Story the Second CCT 356 - Guest Presentation

35. Story the Second CCT 356 - Guest Presentation

36. Story the Second: Lesson • Three blind men will each give you a different description of an elephant depending on which part they’re touching • Always look at the data in context, and look at all the angles • Always look at trends, single data points are meaningless CCT 356 - Guest Presentation

37. Story the Third Target on Target

38. What’s the point? • Pull all your data into a regular dashboard report or scorecard • Identify key user segments and use tools like Website Optimizer to target your creative and personalize the user experience CCT 356 - Guest Presentation

39. Story the Third Target on Target CCT 356 - Guest Presentation

40. Thank you! keith@kmacdonald.ca @keithmacd www.linkedin.com/in/keithmacd