Brian Clifton Keynote at Analytics That Excite
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The document discusses the evolution of Google Analytics over the past decade, highlighting its increasing adoption from 30,000 accounts in 2005 to over 30 million by 2015. It emphasizes the importance of utilizing advanced features and segmentation strategies to optimize digital marketing efforts and reduce ineffective ad spend. Additionally, it touches on attribution modeling and how various touchpoints contribute to conversions, advocating for a data-driven approach to analytics.
![For the rest of us…
BrianClifton.com 32
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Brian Clifton Keynote at Analytics That Excite
- 1. BrianClifton.comBrianClifton.com Brian Clifton October 21, 2015 10 Years of Google Analytics How digital analytics has changed. Have you adapted?
- 2. Circa 2005… BrianClifton.com 2 X X X X X
- 3. User interface v1 (Google Analytics, 2005) BrianClifton.com 3 2005
- 4. A short history of web analytics… BrianClifton.com 4 2005 2006 Industry total: 30,000 accounts Within the first week: 100,000 accounts created…! 2007 one year “pause” 11-Nov-2005 First free enterprise tool
- 5. A short history of web analytics… BrianClifton.com 5 2005 2007 2009 20132011 2015 Google Analytics : 30 million websites Source: builtwith.com 30,000 accounts Quantcast Top 10k Quantcast Top 100k Quantcast Top Million 70% 68% 61%
- 6. A short history of web analytics… BrianClifton.com 6 2005 2007 2009 20132011 2015 Google Analytics : 30 million websites Source: builtwith.com
- 7. A short history of Google Analytics… BrianClifton.com 7 2005 2007 2009 20132011 2015 Free (Nov 2005) User Interface (Apr 2007) Custom reporting, Advanced Segments (Oct 2008) Event tracking, Async. tracking (June 2009) APIs (from Apr 2009) Intel. Events (Nov 2009) MCF (Aug 2011) Real-time, Premium (Sep 2011) Flow viz. (Oct 2011) Universal & MP (Oct 2012) GTM (Oct 2012) Content Experiments (Jun 2012) Data Import (Oct 2012) Enhanced e-comm (May 2014) Attrib. modelling (June 2013) Phase 1 launch Phase 2 features Phase 3 enterprise features Phase 4 integration…?
- 8. Flow Visualisation - Sankey charts BrianClifton.com 8
- 9. The difference the GTM makes… BrianClifton.com 9 Q: How much setup time-saving is gained? ๏ -50% When implementing directly ๏ -90% When working with a dev agency How is this estimated? Post: bit.ly/1LcD4F9
- 10. Survey time… BrianClifton.com 10 But, so what…? Are you using these features, and do they impact your business?
- 12. Results: Look out for a post form me on this soon… BrianClifton.com 12 Votes = 166
- 13. BrianClifton.com 13 copyright 2015 Successful Analytics by Brian Clifton Insights not features…
- 14. Insights not features, and not reports… BrianClifton.com 14 Digital Analytics (data collection, cleansing, analysis) Insights (knowledge, story telling, relevance) Senior Management (predict, forecast, plan) Tools Technology Data Success Business Strategy Data Insights Strategy
- 16. The segmentation difference BrianClifton.com 16 An “average of averages” Differentiated groups you can optimise for
- 17. Measuring your REAL campaign performance BrianClifton.com 17 100,000 visits 7% 50% Traffic volume 15% 10% Existing customers Relevant traffic Non-relevant visits Staff New campaign 25% 1,000 visits (1%)
- 18. Defining segments BrianClifton.com 18 1) Visitor characteristics - staff, logged-in user, sections of website viewed etc. 2) Visitor actions - they transacted, they downloaded, made contact etc. 3) Visitor labels - existing lead or customer (purchased before)
- 19. Segment = “Engagers” BrianClifton.com 19 Exclude = non-engagers
- 20. Typical result: 50% of visits “engaged” BrianClifton.com 20 “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” -John Wannamaker (1838-1922) (Engaged Visitors) Optimise engagement: -convert into customers Minimise waste: -adjust or cull campaigns
- 21. BrianClifton.com 21 Multi-Channel Funnels & Attribution Modelling
- 22. BrianClifton.com 22 Client request Europe-based flight comparison engine Covering 700 airlines—also hotels and car rentals, paid for online “Our AdWords ROI is so low that we cannot justify the over-head of managing the account. Should we close it and focus on other channels?“ Website Real case study…
- 23. Who should get credit for a conversion…? BrianClifton.com 23 100% credit given (zero for other referrals) Without the initial lead, there may not have been sale! AdWords Organic Affiliate Email Newsletter Referrer 1 Referrer 2 Referrer 3 Referrer 4 First interaction Last interaction Assist interactions Conversion
- 24. Conversions Conversion Value Last Click = Adwords Any path Adwords, but NOT last click 785 401 $515,129 $476,296 MCF: What is the contribution of AdWords…? BrianClifton.com 24 two-thirds one-third 50 / 50 Almost half the revenue not being accounted for emailbannerorganic AdWords A B emailbanner organicAdWords email bannerAdWords emailbanner AdWordsAdWords
- 25. What do we do with extra revenue? BrianClifton.com 25 0% ($0) 100% ($476,296) Default Opposite extreme Reality How much of this is redistributed is the basis of Attribution Modelling
- 26. BrianClifton.com 26 How can we best model the real value of AdWords?
- 27. Different types of attribution models BrianClifton.com 27 Last Click Time decayLinear First Click Last non-direct click CustomPosition based Last non-AdWords click Blog article: bit.ly/1MFifnW
- 28. Custom attribution 70:10:20 BrianClifton.com 28 70% first click 20% last click 10% distributed evenly Weak Brand: In an industry with so many competitors, the initial lead has the highest value Follow-up visits cement the relationship Decision has already been made
- 29. Attribution Modelling BrianClifton.com 29 1. 2. 3. 4. 5. 6. Client Learnings • We need an analyst - can’t rely on default models • New opportunities identified - see row 4 and 5 $14,866,323.00 $15,627,056.00 $2,190,567.00 $1,306,549.00 $539,312.00 $29,912.00 $14,285,605.46 $13,636,349.95 $3,714,335.56 $3,109,262.95 $1,073,150.98 $75,287.70 Organic Search AdWords Direct Referral Social Network Other Advertising 2,007 1,691 335 208 84 6 1,910 1,557 474 384 135 11 -3.91% -12.74% 69.56% 137.98% 98.99% 151.70% Conversions Conversion Value Conversions Conversion Value Last Interaction Custom % change in conversion value
- 30. BrianClifton.com 30 So what can we now do that we couldn’t 10 years ago…?
- 31. For marketers… BrianClifton.com 31 Organic Search AdWords Direct Referral Social Network Other Advertising Banners Email make it easier and in one place de-silo ease of segmentation
- 32. For the rest of us… BrianClifton.com 32 <script> (function(i,s,o,g,r,a,m) {i['GoogleAnalyticsObjec t']=r;i[r]=i[r]|| function(){ (i[r].q=i[r].q|| []).push(arguments)},i[r ].l=1*new Date();a=s.createElement (o), m=s.getElementsByTagName (o) [0];a.async=1;a.src=g;m. parentNode.insertBefore( a,m) }) (window,document,'script ','//www.google- analytics.com/ analytics.js','ga'); ga('create', 'UA-15709458-3', make it easier and in one place (GTM) Integration?de-silo APIs
- 34. Another quick survey: BrianClifton.com 34 govote.at/782310
- 35. Results: Look out for a post form me on this soon… BrianClifton.com 35