My Notes on the #gthink webinar Hosted by Avinash on 19 May.
Well, I attended think marketing with Google webinar …
Here is my summary
Even although there is so much we can measure in digital marketing. Outcomes are core and this is the focus of the webinar!
There are 3 buckets of evolution
- Toddler phase. Ok we get the CPA.
- Rocking teen phase. Grow up and measure a bit more on the ads you see in the space!
- Ninja phase. End by talking about the adult stage, Crème de la crème and amazing measurement!
*Move beyond only cost and focus on outcomes!
Credit to Avinash for the below image.
Credit to Avinash
Toddler Phase:
- The Funnel Analysis in Google Analytics shows a lot of awesome analysis. You can see assisted conversions! Number of Impressions leading up to conversion!
- Mobile Ads – You can even track number of missed calls!
Rockin teen phase:
- Enter Revenue metrics and Average Order Size! Not only purely CPA.
- Begin to focus on Costs of Goods sold and Net Profit! Measure this!
Ninja phase:
- What do adults do in digital marketing (Ninja’s)
- You need to know the Economic value!
- What about the 98% of people that did not convert? Is what we should obsess about!
- What is the business impact on the other visitors (Non Converting) Micro Conversions?
- An example of measuring micro conversions:
- Track Newsletter sign-ups – That’s a conversion right there!
- Request a catalogue! There’s another one.
- What about an Application download?
- These are all micro conversions and give the user value! They should be measured.
- Reports also look much sexier . You are measuring a lot more of the audience of that visit your website.
- You can Segment and Hyper focus this!
- Social, Search, Display Email –segment these in the Micro and Macro conversions!
- So don’t only focus on e-commerce outcomes only.
- Look at business value by looking at more than just cost and revenue, but also Macro and Micro conversions – The Economic value!
