The adjective data–driven means that progress in an activity is compelled by data, rather than by intuition or personal experience. It is often labeled as business jargon for what scientists call evidence-based decision making.
compelled by data… yeah that’s not happen. There seems to be this uptick in people who think they are data driven and yet they can’t even understand some basic data points that are clearly labeled and given to them by someone.
If you think telling me average time on site is data drive, it’s not.
If you think telling me I feel this is right about campaign is data driven, it’s not.
If you think telling me your personal opinion is data driven, it’s not
If you can’t understand basic data points in a spreadsheet, you’re not data driven.
If you can’t pull anything from Google Analytics or MixPanel beyond the basics, you’re not data driven.
If you can’t create a compelling hypothesis from data given to you, you’re not data driven.
There are too many C and B marketers out there who think they have a mature marketing mind and are data driven. They are not. They need to recognize this and increase what they know about data, gathering information and understand what’s going on. It’s 2016.
Last week I setup a new AdWords account for a two-sided market site focused on aged care for seniors. The client is based in London and has goals to spread across the UK in the long run. While setting up AdWords and going through my process, I got to AdWords extensions and more so the snippet extensions and paused.
As I wrote last month, I’m starting to think about attribution at work. I’m doing this because we’re trying to figure out how to judge the success of a campaign we launch. I’ve already written about the 5 different multi-channel attribution models and what makes each one different. As I’ve started down this journey though, I’ve came across one more model that’s interesting and promising: Last Non-Direct Click
This takes all your conversions that show up under “Direct” traffic in Google Analytics (GA) and looks at the second last click before that conversion happened and resigns it to that channel in GA. Many customers will come to your site through a campaign or a landing page and then bounce off your site and or look at other pages on your site. When that happens, those customers will then become a “Direct” channel customer because going from a sub-domain to your main site domain will cause them to get reclassified in Google Analytics.
Attribution has been all the rage at the office the last few weeks. From looking at what would happen if we turned off paid completely, to how we can look at multi-channel attribution but not actually look at multi-channel attribution to judge the success of campaigns we’re working on. To judge the success of a campaign, beyond getting a customer, I’ve started to look at longer attribution windows and look at different goals within our organization.
I’m starting to only hit the tip of the iceberg and though my model is rough and could use a lot of work. It’s a starting point and you’ve to start somewhere…or you’ll never get anywhere.
The last few weeks have reminded me of a good post a few months back looking at 3 top UK retailers and how they have grown up and handled going from last click to multi-channel attribution. A line from the article I like is…
Last months we talked about running paid search globally while staying a nimble team. Once you’ve launched a global account, you’re going to want to optimize & lower your CPA while growing your business.
One way I like to optimize a global adwords account is by building custom reports in Google Analytics. Custom reports can present different data sets and show:
Which country is driving the most conversions
What times of day are converting e.g dayparting opportunities
What days of the week are we losing market share
Month over month or year over year comparisons
Which products are selling / country
These are just some of the options when building a custom report in Google Analytics. Anytime I’ve said I wish I could see X or slice data by a third or fourth dimension in Google Analytics, custom reports has saved the day. This is especially true if you’re not a fan of pivot tables or don’t want to download thousands of rows of data.
We’re going to take a look at the first option on my list above; which country is driving the most conversions. It’s a basic report but a key one since we can’t easily get that data in AdWords. I deliberately chose not to add each country, outside our top markets, in our global adwords account as I wanted to save time and I wasn’t sure what countries would perform well. Below is what the standard custom report would look like.
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