Strategic Digital Marketing flow / chart

Online analytics strategies at SMX Munich 2015

Presented by Jess Sauer @jeffalytics

//knowledge.land/analytics-munich/

How to measure what your doing in digital marketing.

1. Strategies win championships

Start with the outcome, determine what you need to know and what will help you improve your business and give you business insights.

E.g. I would like to reduce unhappy customers I will generate more income.

Set a goal: i.e. sign up 5,000 new users in 2015

  1. Targets
    1. 5,000 new users
      1. 416 users / month
      2. 352 users + 3% growth
    2. Budget: 100,000 EUR
  2. Tactics
    1. Big content
    2. Email capture
    3. Auto-responders
    4. Guest-posts
    5. Podcasts
    6. Webinars
    7. SEO
    8. Paid search
    9. Facebook
    10. Referrals
    11. Blogging
    12. Affiliate
    13. Videos
  3. Teams
    1. Writers
    2. CTO
    3. Video production
    4. Graphic designer
    5. SEO
    6. PPC
  4. Tools
    1. Landing page software
    2. Email opt in
    3. Buzzsumo
    4. iTunes store
    5. Google Analytics

2. Understand what’s possible in analytic

Google Analytics is constantly changing as they continue to update their platform. Here are a few updates which are available today:

  • Demographics reports: Tells you about your audience, their market segments, age, gender etc…
  • Benchmarking reports: Compare your site with other similar site
  • Channel Groupings: i.e. creating a brand / non-brand channel
  • Content groupings: group pages which are in the same layout / structure i.e. static pages, category, product detail pages.
  • Universal Analytics’s:
    • What is universal Analytics:
      • New method of collecting visitor data
      • Less Reliant on Cookies
      • Track Users Across Devices ( this is still in its early stage)
      • Processes data in the cloud
      • Allows Custom Data Integration
      • Most new features are universal only
      • Custom Dimensions
      • Custom Metrics
      • User Based Reportings
      • Custom Data Upload
      • Measurement Protocol
      • Cloud based configuration
  • Google Tag Manager:
    • Speed of Deployment
    • Less Reliance on Developer Resources
    • Automated Event Tracking
    • No code updates
    • Remarketing
    • Custom data layers
    • Variables (formerly macros)
    • Cross Domain Tracking
    • Custom HTML Tags
    • Javascripts
    • Custom Tag Firing
    • Trigger based on Execution (formally called rules)
    • Third party tags

3. Find your strategic framework

Strategic Digital Marketing flow / chart

  • Agree on which tactics to deploy
  • Mind the 80 / 20 rule
  • Define your teams
  • Choose your tools
  • Work the plan
  • Corporate
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