Digital Marketing Analytics Karen Bellin VP Insights & Action @airviewing
A Global Network Digitaria JWT WPP 225+ Purely Digital 10,000 of the best “Ad World’s Largest • • • Specialists men & women” on the Advertising Group with planet over 140,000 employees. Offices in San Diego, New • York, 200+ offices in 90 2,400 offices in 107 • • Salt Lake City & countries countries Minneapolis Ad Age 2013 Agency to Most awarded network at • • 2012 & 2013 OMMA Watch 2011 Cannes Lions • Design/Interactive Agency of the Year
DATA @ Digitaria We figure out how to use data We create revenue from data http://www.datapointed.net/2013/04/literally-billions/ @airviewing
A is for Acquisition
Visits and Goal Conversion by Traffic Source | Google Analytics analytics.blogspot.com/2014/02/8-custom-reports-from-google-analytics.html @airviewing
B is for Behavior
Page Effectiveness | Google Analytics analytics.blogspot.com/2014/02/8-custom-reports-from-google-analytics.html @airviewing
Social Sharing - 1 | Google Analytics analytics.blogspot.com/2014/02/8-custom-reports-from-google-analytics.html @airviewing
Social Sharing - 2 | Google Analytics analytics.blogspot.com/2014/02/8-custom-reports-from-google-analytics.html @airviewing
Social Sharing - 3 | Google Analytics analytics.blogspot.com/2014/02/8-custom-reports-from-google-analytics.html @airviewing
Social Sharing - 4 | Google Analytics analytics.blogspot.com/2014/02/8-custom-reports-from-google-analytics.html @airviewing
C is for Conversion
PPC Campaign Goal Performance | Google Analytics analytics.blogspot.com/2014/02/8-custom-reports-from-google-analytics.html @airviewing
D is for Diagnostics
Page Timing | Google Analytics analytics.blogspot.com/2014/02/8-custom-reports-from-google-analytics.html @airviewing
Insights Sharing
Measurement Strategy Informs Framework that can be utilized for analysis and reporting Audiences Intent Goals KPI & Metrics • Clarify objectives in terms of audience and intent.Develop goal-oriented KPI & metrics for assessment. • Define optimal reporting for decision support. @airviewing
• • • Analytics Implementation Specifications Design Standardization of custom tracking instructions Code snippets provided along with use cases per feature to be tracked Provide specifications to developers. Ensures consistency and documentation. Supports data governance. @airviewing
• • • Baseline Report | Excel Plan A benchmark to support design and asses performance Evaluate user behavior. Support design decisions. Assess content performance and effectiveness. @airviewing
Global Traffic Dashboard | Tableau Note: Anonymized Data @airviewing
Realtime Reporting | Cyfe cyfe.com @airviewing
Thank you.
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