Digital Sales Framework 1 MARKETING CAPABILITY FULFILMENT BUILDS - PowerPoint PPT Presentation

Digital Sales Framework 1 MARKETING CAPABILITY FULFILMENT BUILDS Digital analytics to support Our focus marketing initiatives DATA this 2 days (Google analytics focus) KZ L

We got the media and website structure (skeleton) for 2 Digital Analytics implementation Creative 1 Channel 1 Creative 2 Home Product Form Form page page submit Content 1 Channel 2 Content 2 KZ L

We got the media and website structure (skeleton) for Digital Analytics implementation. Now we have 3 locked down KPIs and metrics. Creative 1 Channel 1 Creative 2 Home Product Form Form page page submit Content 1 Channel 2 Content 2 Goal Users, sessions, pageviews, Clicks, conversions, duration, bounce rate, events (macro conversion rate, cost KZ conversion) (micro conversion) per conversion L

Visual connection of the 3 main setups + Google Tag Manager 4 ff2)format('woff 2');unicode- range:U+0400- Analytics 045F,U+0490- 0491,U+04B0- Goals 04B1,U+2116;}@ tracking code font-face{font- family:'Roboto'; font- style:italic;font- weight:500;src:l ocal('Roboto Medium Italic'),local('Ro boto- Website MediumItalic'), url(//fonts.gstati c.com/s/robot o/v16/OLffGBT Events aF0XFOW1gnu HF0VBW26Qxp Sj- _ZKm_xT4hWw. woff2)format(' woff2');unicode -range:U+1F00- Google tag 1FFF;}@font- face{font- family:'Roboto'; manager See Google tag manager like a font- style:italic;font- weight:500;src:l room, after it’s in, non IT savvy ocal('Roboto Medium Italic'),local('Ro individuals can place tags or boto- MediumItalic'), url(// codes easily (from IT guy to marketer) KZ L

Create campaign URL 5 Go to this URL: https://ga-dev- tools.appspot.com/campaign-url- builder/ (or just search for it) KZ L

6 1 2 5 main reporting 3 sections 4 5 KZ L

7 Multi-Channel Funnels Segment Attribution A subset or Share the goal Credit the right cut of data or conversion channel KZ L

8 Customize for a good reason- segment, report, dashboard KZ L

Continuous optimization framework 9 Is it tracked Measure Where is What is Test Report the data new Digital analytics is not a 1 time initiative, it’s an Analysis on-going process How is it KZ L

Change Management framework 10 Skill sets, mindset, collaboration People Best scenario, the solution Process Technology Structure to connect, clear roles & accountability Tools & capability builds, an enabler KZ L