Sarah Hodges

Archive for the ‘Campaign Anaytics’ Category

A, B, Cs of 1, 2, 3s: Marketing Analytics Resources

In Analytics, Campaign Anaytics, Web Analytics on August 2, 2011 at 2:17 am


Forget dipping a toe in the water–when it comes to learning marketing analytics, you’ve gotta hit the diving board and break out your best cannon ball. Start measuring something!

1. Read, write, practice, analyze and optimize. Then, start over.

2. Start a blog and write on topic you’re passionate about.

3. Create a Google Analytics account and install GA on your blog.

4. Consider incorporating other free analytics tools: Crazy Egg (heat map); 4Q (task completion survey); Clicktale. GA is a fantastic starting point, but you may want to cast a wider net to build up a broader portfolio of knowledge and complement insight from GA.

5. Start following the #measure tag on Twitter; some serious analytics superstars show up in this stream, and you’ll learn tons just by from reading/interacting.

6. Read anything and everything Avinash Kaushik has ever written. Word.

7. Check out these blogs from awesome practitioners:

8. Sign up to be a student on the Analysis Exchange; work on a project for an organization in need alongside an expert mentor.

9. Finally, if you’re interested in a career that may also require to build out your knowledge of paid platforms, start by reading their blogs. Though context is always helpful, you can learn a lot from pros before ever shelling over $ to implement the tools.

10. Just do it.

This is my attempt to put lipstick on a response to this Quora analytics question.

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Vanity Metrics: Are you optimizing for what really matters?

In Analytics, Campaign Anaytics on July 31, 2011 at 6:22 pm

Vanity Metrics
Erick Schonfeld wrote a great piece in Tech Crunch this weekend, warning of the danger in what Lean Startup guru, Eric Ries, refers to as ‘vanity metrics.’ Can I get a ‘hallelujah’? An ‘amen’?

I can’t tell you how many times I’ve met with a founder or marketing manager who references a startup’s tweets, followers, ‘pageviews,’ etc. as signs of success and an indication of its future growth trajectory. Unless you’re earning $ based on the number of pageviews your site receives, these metrics likely don’t mean beans. Startups need to focus on what really moves the needle–metrics that directly impact revenue over time.

Key takeaway? Make sure you’re optimizing for the right metrics. Period.

Read more on Tech Crunch.

Campaign Results: Sharing is Caring

In Campaign Anaytics on July 23, 2011 at 8:50 pm

Sharing Campaign Results

You rock at identifying optimization opportunities, pulling together a strategy and executing on your vision. But just because you get it, doesn’t mean your team does.

Alright Casanova, use your words to make us swoon

It’s up to you, master marketer, to tell a story that will resonate with your co-workers and lay the foundation for future marketing efforts. Learn how to share and communicate test results by painting a compelling picture, and you’ll quickly catapult from JV to Varsity.

True Story…

At a previous company, our team tested three different tones in our page content. The end result–tone didn’t matter. Bummer, right? Wrong; what a killer thing to learn about our content strategy! By sharing this information across the organization, we were able to help other teams focus their testing on more meaningful elements of our landing pages that might actually move the needle.

Goldilocks had it right

Sometimes you have to try out a few options before you figure out what really works. Through a process of trial and error, you’ll quickly come to realize what methods of sharing campaign data work for you, but my general rule of thumb is to be thorough and diversify.

Here’s a strategy that’s been effective for me in the past:

– Send out a launch email to key stakeholders when you deploy your campaign with a summary of your hypothesis, success metric and campaign details.

– Follow up with a results summary email at the conclusion of each campaign.

– In my experience, concise email summaries are well-received; few stakeholders take a deep dive into more comprehensive docs.

– Track tests in a spreadsheet on a shared drive that anyone across the organization can access. Consider including fields for :

1. Start and end date

2. Hypothesis

3. Success metric

4. Key takeaways

Link each row to a PDF or similar summary of the results. Include a high-level overview, as well as any relevant charts and detailed campaign info. Most importantly, be sure to include recommendations for next steps!

– Depending on the nature of your organization, it might also make sense to periodically present results to your team (monthly/quarterly).

I wrote this post in response to a conversion optimization post on Quora. It also appears in a killer new Marketing Playbook entry on Performable Analytics‘ site. 

Facebook Insights: Badass Ninja Knives for Page Data

In Analytics, Campaign Anaytics, Web Analytics on March 23, 2011 at 7:10 pm

I’m going to go out on a limb here and assume that your company has a Facebook page.

I mean, your mom has a Facebook page. Your dog has a Facebook page. Everybody has a Facebook page. You’re churning out content like a champ and working your Facebook page like a pageant queen to engage your users…but how do you know your hard work is paying off?

When was the last time you showed your Facebook analytics a li’l love?

You’ve seen the AsSeenOnTV infomercials for those knives that are so kickass they can cut right through aluminum? Facebook Insights is the equivalent of those badass knives for your Facebook Page data. Do you have two minutes and the ability to toss a meta tag up on your site? Boom! Instant insight.

It’s time to start measuring your Facebook page like a ninja!

Christopher O’Donnell, from Performable, heard your cry and whipped up a video to walk you through the basics of Facebook Analytics. Check it out!

Often people ask “How can I measure my Facebook Page?” or “How do I install analytics on my Facebook Page?” What many people don’t know is that Facebook has built its own analytics product that comes baked-in for free. And while there are compelling use cases around measuring user behavior across channels, from mobile app to website, to Facebook and beyond (something that Performable‘s Lifecycle Analytics excels at), Facebook’s Insights analytics product will help you take a deep look at adoption and engagement across all the facets of your Facebook Page.

In order to get valuable insights from this new product, it’s important to understand the key performance indicators and paths of optimizations for Facebook publishers. I’ve made a little video that tours through the Facebook Insights tool itself, and discusses how to interpret the data and drive performance improvement for your social community.

The video is about 8 minutes long … does it help if I call it a “micro-webinar?” Enjoy, and please leave your feedback in the comments!


Campaign Tagging: Part 2 – Strategy

In Analytics, Campaign Anaytics, Web Analytics on March 9, 2011 at 9:47 pm

Sarah-Hodges-Campaign-Tagging

You rolled up your sleeves and started tagging your campaigns…now what?

I’m sure you jumped right into the basics of campaign tagging video I posted last week, and now you’re tracking your marketing efforts like an animal. But all your good intentions can quickly snowball into a world of pain, if you don’t employ a consistent strategy across your organization.

Combat the chaos.

Campaigns, and sources and mediums, oh, my! You’re a sophisticated marketer with a robust portfolio of campaigns, but all those values can start to get confusing without an organized approach to tracking.

I heart Google docs!

Whether you’re an Excel geek or a Google Docs. evangelist, throw your utm parameters into columns and start tracking the values you’re using. Not only does this instantly create a simple guide that others in your organization can follow when tagging new campaigns, but it also gives you a clear reference point when your data starts to roll in.

Check out your report card and make a plan for next semester.

Revisit, refine and revise your approach to optimize for insight!


Campaign Tagging: Part 1 – Basics

In Campaign Anaytics on February 21, 2011 at 7:04 pm

Sarah-Hodges-Web-Analytics-TV

Truth: url parameters are key to unlocking mind-blowing insight.

You’ve heard it a thousand times from Avinash Kaushik and all the other heavy-hitters in the analytics space. So, what’s stopping you?

Excuse: url tagging is intimidating.

How do I choose what values to use? How do I add the parameters to my URLs? Don’t let these concerns stop you from getting your ‘tag’ on.

Remedy: I’m breakin’ it down like the Sugarhill Gang for you.

Everyone needs a little hand-holding every once and a while. My buddy, Christopher O’Donnell, and the good folks over at Performable analytics helped me throw together a quick video to walk you through the basics of campaign tagging.

Not everything in life is easy, but campaign tagging sure is.

Set aside a few minutes of time, and BAM!, you’ll be a campaign tagging pro.

There are five basic campaign parameters:

  1. Campaign (utm_campaign): marketing campaign name.
  2. Source (utm_source): marketing channel (email, social media, etc.)
  3. Medium (utm_medium): channel category (email list, facebook, twitter, etc.)
  4. Content (utm_content): most frequently used in cpc campaigns to note ad creative.
  5. Term (utm_term): most often used in cpc campaigns to describe search keyword.
When you’re done, check out Part 2 of this Campaign Tagging video series.
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