1. Presented by
SCOTT CHAPIN | SVP Analytics| Marcus Thomas LLC
DIGITAL
ANALYTICS
Presented by
SCOTT CHAPIN | SVP Analytics| Marcus Thomas LLC
2. SCOTT CHAPIN
Senior Vice President
Analytics & Digital Strategy
• 15 years in digital marketing
• Google Analytics Individually Qualified
since 2009
• With Marcus Thomas since 2011
5/7/2013 2Digital Marketing Retreat – Analytics
4. WHY ANALYTICS?
• Provide insights on the current situation
• Deliver data points for continuous
improvement
• Demonstrate the value of marketing
efforts
• Help predict the outcome of future activity
5/7/2013 4Digital Marketing Retreat – Analytics
6. WHEN TO USE DIGITAL ANALYTICS
• Strategy Development
• Content Planning
• User Experience Definition
• Campaign Evaluation
• Customer Service/Ongoing Listening
5/7/2013 6Digital Marketing Retreat – Analytics
10. SEGMENTATION
The four major Web analytics platforms
allow for segmentation of visitors by a
wide variety of attributes, including time,
geography, device and activity.
5/7/2013 10Digital Marketing Retreat – Analytics
11. PATH ANALYSIS
Knowledge of how a visitor interacts with
a website can provide insight into how to
increase desired behaviors and what to
change if objectives are not being met.
5/7/2013 11Digital Marketing Retreat – Analytics
13. CONSUMER ATTITUDES
Social media analysis tools can provide
guidance on sentiment, purchase intent or
word associations, helping marketers
understand the current conversation and
audience desires.
5/7/2013 13Digital Marketing Retreat – Analytics
15. TREND ANALYSIS
Using tools like Google Trends and social
media listening, conversation trends can
be analyzed to determine what types of
content consumers may desire and help
companies be ahead of the next big thing.
5/7/2013 15Digital Marketing Retreat – Analytics
17. ATTRIBUTION
Today’s media analysis tools have
advanced beyond simple last-click
attribution. We are now able to identify
many digital touchpoints along the path to
purchase and determine what mix provides
the optimal outcomes.
5/7/2013 17
Last Interaction First Interaction
Linear
Time Decay Position Based
Digital Marketing Retreat – Analytics
19. FOUR LEVELS OF MEASUREMENT
5/7/2013 19
Business Objectives
Marketing Objectives
Campaign Metrics
Digital
Social
Advertising
Public
Relations
Platform Metrics
Digital Marketing Retreat – Analytics
20. MODELING
With better analytics comes an improved
ability to predict the future. Looking at
past performance, combined with assumed
activity can provide a model to anticipate
the likely outcomes from prospective
activity.
5/7/2013 20
Sources
Gates
Activity
Outcomes
Digital Marketing Retreat – Analytics
21. ADDITIONAL RESOURCES
Books
• Web Analytics: An Hour a Day (Kaushik)
• Web Analytics 2.0: The Art of Online Accountability and
Science of Customer Centricity (Kaushik)
• Advanced Web Metrics with Google Analytics (Clifton)
5/7/2013 21Digital Marketing Retreat – Analytics