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Analytics Workshop: Beyond the Basics. Marketing Optimization & Link Tracking. Today’s Session. Purpose : to enable users to better understand how external traffic is driven to the site, and how links and real estate within the site influence conversion.

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analytics workshop beyond the basics

Analytics Workshop: Beyond the Basics

Marketing Optimization & Link Tracking

today s session
Today’s Session
  • Purpose:to enable users to better understand how external traffic is driven to the site, and how links and real estate within the site influence conversion.
  • Objectives: At the end of this course participants will be able to:
    • Locate and interpret data within the Marketing, Real Estate, and Site Promotions Reports
    • Understand and use Coremetrics’ Attribution Reports
    • Use the Tracking Code Generator to generate URL parameters for external and internal tracking
    • Utilize additional Coremetrics link-tracking tools
lesson 1 objectives
Lesson 1: Objectives
  • At the end of this lesson participants will be able to:
    • Understand the data and metrics within the Marketing reports
    • Create URL Parameters for Marketing Campaigns
marketing programs report
Marketing Programs Report
  • Overview: Displays the activity of visitors who click on a Marketing Management Campaign (MMC) link.
  • Examples of Usage:
    • Compare campaigns to better understand how well campaigns drive visitor response
    • Analyze paid search terms to improve the performance of existing keywords
mmc parameters
MMC Parameters
  • Overview: Used to track external traffic arriving from campaigns.
  • Examples of Usage:
    • Paid Search
    • Email Campaigns
    • Affiliate Links
    • Banner Ads
tracking code generator
Tracking Code Generator
  • Overview: Generates URL parameters that are appended to marketing campaigns.
  • Examples of Usage:
    • Generate tracking codes for banners, links, and ads on affiliate sites
    • Create parameters for paid search terms
    • Append links within email campaigns
mmc best practices
MMC Best Practices
  • Keep involvement centralized
  • Use common business language and consistent naming conventions
  • Upload examples of internal naming conventions
  • Create and document a process for naming conventions
  • Contact Coremetrics’ Support and/or Best Practices Teams as needed for further guidance
natural search report
Natural Search Report
  • Overview: Displays traffic arriving from a recognized search engine without MMC parameters.
  • Examples of Usage:
    • Evaluate search strings to better understand how keywords are performing
    • Search for specific terms also used in paid campaigns
    • Gain insight into how visitors are “speaking” about the term
referring sites report
Referring Sites Report
  • Overview: Displays traffic arriving from any domain not recognized as a search engine and/or without MMC parameters.
  • Examples of Usage:
    • Sort by sessions to provide insight to sites that are sending significant traffic
    • Search for affiliates that did not allow MMC marketing parameters
marketing channels report
Marketing Channels Report
  • Overview: Displays traffic referred to your site from all channels.
  • Examples of Usage:
    • Determine which marketing channels drive the highest conversion rates
    • Compare the performance of channels across time periods
    • Analyze paid and unpaid channels side by side
lesson 2 objectives
Lesson 2: Objectives
  • At the end of this lesson participants will be able to:
    • Utilize the standard Attribution Reports
    • Recognize the components of Attribution
    • Build a backward-looking Attribution window
attribution
Attribution
  • Overview: Better understand the effectiveness of marketing campaigns.
  • Examples of Usage:
    • Associate site activities with the programs that drove them
    • Measure the true value of marketing activities
    • Reassign credit to previous touch points in the conversion process

Email

Paid Search

Banner

Conversion

channel venn report
Channel Venn Report
  • Overview: View the affinity and lift associated with each possible combination of up to three marketing channels.
  • Examples of Usage:
    • Understand which campaign channel combinations drive the highest lift
    • Determine channels to use for your next campaign
channel stream reports
Channel Stream Reports
  • Overview: View which channels visitors used on their final session or final converting session.
  • Examples of Usage:
    • Expand the tree backwards to understand the preceding sessions in sequence
    • Analyze the amount of time between marketing channel touch points and adjust customer contact strategy
    • Evaluate which channels commonly start and finish conversion cycles
visitor journey reports
Visitor Journey Reports
  • Overview: View channel details for the top 1000 visitors on your site.
  • Examples of Usage:
    • Use the Top Visitors and Top Converters Reports to access journey details for your top visitors and top converters
    • Understand how top visitors and convertors behave
joe s experience
Joe’s Experience

14 days ago:

Joe comes to our site

via an email campaign

30 days ago:

Joe Googles our product

and lands on our site

Yesterday:

Joe visits the site via

bookmark and makes

his purchase

lesson 2 wrap up true or false
Lesson 2 Wrap-Up: True or False?

Attribution windows only re-assign credit from the Direct Load Channel.

Custom windows may extend backward up to 120 days.

Contact your account representative for customized solutions.

lesson 3 objectives
Lesson 3: Objectives
  • At the end of this lesson participants will be able to:
    • Understand the data within the Real Estate and Site Promotions Reports
    • Create URL Parameters for internal tracking purposes
real estate report
Real Estate Report
  • Overview: Compare the performance of multiple links on one page.
  • Examples of Usage:
    • Identify and optimize page versions, content, or areas
    • Evaluate multiple versions of a page
    • Determine high value real estate

Note: A page must be activated in order to deploy Real Estate Tags. Please contact Support to initiate this process.

site promotions report
Site Promotions Report
  • Overview: Compare promotional initiatives across your site.
  • Examples of Usage:
    • Analyze effectiveness of on-site links or banner ads
    • View aggregated data for navigational tools such as static tool bars
lesson 4 objectives
Lesson 4: Objectives
  • At the end of this lesson participants will be able to:
    • Create ad-hoc link tracking with Inbound and Onsite Link Analysis
    • Track onsite link performance using LIVEview
inbound link analysis
Inbound Link Analysis
  • Overview: An ad-hoc, URL-based tracking tool used to analyze the activity of visitors arriving at your site.
  • Examples of Usage:
    • Examine the impact a campaign has on acquisition via the New Visitor report tab
    • Determine number of unique visitors driven by any Marketing Program and subsequent follow-on behavior
on site link analysis
On-Site Link Analysis
  • Overview: An ad-hoc, URL-based tracking tool that allows you to analyze activity of visitors who click specified links within your site.
  • Examples of Usage:
    • View cross-page link performance together in one report
    • Compare and evaluate performance for selected links
    • Determine high value real estate and/or visitor intent
liveview
LIVEview
  • Overview: Browse your site to view page and link performance.
  • Examples of Usage:
    • Identify links with low click-through and high conversion
    • Identify links with high click-through and low conversion
    • Ensure key links are utilized and space is optimized
session recap
Session Recap
  • In today’s session we discussed:
    • Locating and interpreting data from external campaigns
    • Understanding Real Estate and Site Promotions Links
    • Coremetrics’ Attribution Logic
    • Additional link-tracking options
    • Using the Tracking Code Generator to create URL parameters
next steps
Next Steps
  • Discuss potential uses for Marketing, Real Estate and Site Promotions Reporting
  • Create URL Parameters for internal and external campaigns you are interested in tracking
post class support
Post-Class Support
  • On-Demand Training:
    • Marketing Channels
    • Marketing Programs
    • Marketing Channels: Attribution Reports
    • Natural Search Report
    • Inbound Link Analysis
    • Site Promotions Report
  • Documentation:
    • Participant Guide
  • Expert Analysts:
    • Submit a ticket or chat live for assistance