Finished week three with an interesting courses in the CXL mini degree program.
The next course was about Using analytics to find conversion opportunities
Analytics expert Jeff Sauer explains how to identify conversion opportunities via digital analytics.
In this course, you will learn to:
1) Determine appropriate goals & filters
2) Set conversion goals
3) Better understand your audience
4) Evaluate traffic quality
5) Understand the implications of key metrics such as bounce rate & page value
6) Use segments & secondary dimensions
7) Interpret potential errors in your data
8) Using event tracking
9) Audit your analytics
First lesson is about Getting started: using goals to quantify outcomes
Jeff explains how to access the new Google Analytics demo account so you can practice apart from your own site or client’s site. Will mention understanding bounce rate in relation to page value, and which reports may be insightful when looking for conversion opportunities.
Second lesson is about Evaluating traffic quality
In this lesson, Jeff will teach how to understand and identify the grouping and quality of your traffic. You will also learn to use this information to optimize your marketing strategies.
Next lesson was about Metrics that matter (and some that don’t)
In this lesson, you’ll learn about the significance of fundamental page level metrics such as bounce rate, page value, & secondary dimensions.
Next lesson was about Secondary dimensions and advanced segments
In this lesson, you will get more granular with your data by applying secondary dimensions and advanced segments.
Next lesson was about Spotting conversion opportunities
How should we divide up our visitor base when starting to get more detailed? What are some different segments we can apply? How do we determine which segments to start with? Is there a rule of thumb that correlates with business type, size, the goal of the website, etc?
Next lesson was about Building advanced segments
This lesson will focus on evaluating GA conversion funnels to identify opportunities for improvement.
Next lesson was about Custom segments
Previously, Jeff explained the benefits of segmenting your data. Now, he’ll recommend a few particular segments which everyone should use, as well as how to make custom segments which will provide actionable information.
Next lesson was about Event tracking
In this lesson, you’ll continue to learn about segmentation, this time focusing on custom conditions. Jeff will walk you through the technical setup of these segments, explain his strategy on deciding which variables to choose, and give warnings about some of the lesser known problems with segmentation.
The goal of this lesson is to explain what is tracked by GA out of the box, and what needs to be managed on a more manual level. You will hear two short examples of misleading metrics along with advice on how to avoid letting these mistakes affect your data. In this lesson you’ll learn how to interpret your analytics with a fine-tooth comb to make sure you’ve set the right number of relevant goals, checking your admin settings, and ensuring your data logically makes sense according to the number of page views you get.
The next course in this mini degree was about Attribution
This course will help the students understand what data they have and how to understand consumer behavior to drive value for organizations moving forward.
So the first lesson and probably the most interesting one to a lot of viewers will be what is marketing attribution? So in this lesson we’re going to go through what it is and what it’s not.
We’re going to be able to cover off whether that’s different for B2C, B2B.And we’re going to put this is in the context of marketing. So attribution can go in and out of marketing. There’s validity in other sectors as well. So it is really important for the viewer to understand that. Attribution over the last sort of 10 years has become a bit of a buzzword in the industry. And one of the things that’s really important for us to understand is that it is a term that can mean many different things. When it comes to images, it actually just means attributing the value of that image to the right person. But what we are going to talk about today is what attribution is in the context of marketing as a whole. So attribution is understanding the context behind the data that we’re able to get here. One of the things that you need to understand is that it’s not just another number that you can put into a spreadsheet. We’re going to go through a number of different things as we continue this course that will cover off what attribution is not and actually help you guide to say what attribution is in the context of tactical or strategic outputs. Another thing attribution is not is the distribution of value. It’s not just that. It’s many other things as well. And this is one of the problems that we’ve got in attribution in the industry is that as it goes at the moment is that a lot of people talk about attribution as a mathematical calculation or just a redistribution of value or another number in a spreadsheet. Attribution is around understanding the consumer. Now, what we mean by that is we, as marketers, we need to understand the performance of our activities. We go and run a campaign. We go and change a landing page. We have to put performance in the context of everything that goes on around what marketing is. Attribution is about understanding the consumer. Why this is really important is because it doesn’t just deal with the technologies that go behind attribution. It doesn’t just deal with the tactical deployment of attribution or just the strategic outputs. This course is going to cover all three of those whether it be the math and the technology, whether it be how we apply this to PPC,SEO, email, affiliates. And finally the thing that most people forget about and probably one of the largest takeaways from this course is how we use attribution strategically to make better decisions. Now if I skip back, attribution is about understanding the consumer. This isn’t just about understanding people who have purchased or have created leads with our organizations. Consumers in the context that we’re going to be talking about today is everyone. A customer is someone who’s already bought. So we need to understand the full journey and the full value of the way that the consumer engages with the brand. And that is the truth in what attribution is for companies today. Another thing that’s really important when we go through this course is understanding the context of what is a conversion? Now in some instances when we’re talking about e-commerce that will be someone purchasing a basket. In leads, it might just be that someone has signed up to a form. For some businesses, it could just be that they’ve read a number of articles. All of these things are conversions that have some monetary value to organizations and that is what we mean when we talk about a conversion. Attributing throughout a consumer journey has to have an end point. And so what we’re going to be calling a conversion today is that end point. Attribution has a difference when it comes to B2B and B2C.B2C if anything is quite often the easier option because you have a direct relationship throughout the entire journey with typically an individual or a household. So you’re able to say that that device that went through that journey was consistently the same person. One of the struggles we have within attribution for B2Bis that it could be six, seven, 20 different individuals in an organization that want to be engaging with that brand through to the ultimate conversion. There are a number of other issues that we can go through as well but the majority of this course is going to be focusing on B2C because that is where the majority of the media spend is going to be put as well as understanding the full consumer journey. And for most brands that’s where the key challenges arise.
So one of the key things is how do you actually use attribution in an organization? So, what we’re talking about here is either tactical, or strategic, and we’re going to go into a lot more detail further on in the course about the individual elements within this. Attribution is not just another number on a report. What we see often is that people have their last click, which is the number that they typically get out of Google Analytics, or Adobe Analytics, and match that up with an output from an attribution model. Now, initially this is probably quite interesting and useful for organizations, but that is not how attribution should be used. We should have the way that we do marketing, this number that is utilized is the way that you will make decisions, it is the only number that you require to understand how your campaigns are performing. This take time however, and I’ve been in a number of circumstances over the years, where one team will use one type of attribution model, another team will use a very different type. The key thing when you’re actually using attribution within decision making, and especially within reporting is that everyone is on the same page. You don’t want to be in a situation where your display team is using one model, your PPC team is using a completely different model, and your affiliate team is using a model from another piece of technology. Alignment of the same logic, the calculations, and ultimately the insights that drive the actions in the organization, should be using the exact type of logic that every other team in your organization is using. Attribution is actually the concept change that’s required. It’s a psychological shift in how you actually understand the value of a consumer, and therefore it’s less about the maths, and it’s more about how you change the way that you understand the way that you’re marketing is changing the way that it impacts consumers. Attribution has many other types of outputs, whether that be the ability to change reporting for the better, but actually the data that you generate when capturing more information about how marketing is changing consumer behavior, enables you to understand a number of different things, whether that be lag, so the time difference between an interaction and a conversion, or whether it be the makeup of a journey, and what is actually important to consumers. When we move into the model section later on you’ll see how each individual model impacts your understanding of what’s important within the journey, but actually what data goes into that model is even more important.