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《Translating Google Analytics into Marketing Metrics》.pdf
Translating Google Analytics
into Marketing Metrics
by Chad Brustin
512-653-0978
c.brustin@
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Your website generates a lot of
insightful user data that needs
to be mined to reach your
company’s goals.
Generic reporting tools don’t
always provide the full picture.
Where do you start?
You are unsure what you should
measure, how you should
measure, and how often you
should measure.
You Need A Google Analytics dashboard
aligned with your measurable goals
Follow three steps to translate
Google Analytics reporting tools
into a Marketing Metrics
framework.
Step One: Define your goals
Examples include:
Increase sales
Increase user lists (newsletters, etc.)
Increase education (white paper
downloads)
Increase visibility in the market (top
search engine ranking)
Deflect inbound customer phone calls
(self service tools)
Examples of Qualitative Goals
Brand Advertising Goals:
Lift in recall
Lift in Positive Sentiment
Lift in Key Attributes or Benefits Associated
Lift in Purchase Intent
* Akin Arian, MultiChannel Marketing, Pp 136-137
Examples of Quantitative Goals
Survey Goals:
Campaign Impressions or Reach
Campaign Click Throughs or Click Through
rate
Campaign View Throughs and View
Through Rate
Unique Campaign Responders (Visitors)
* Akin Arian, MultiChannel Marketing, P 63
Examples of Qualitative Goals
Engagement Metrics
Campaign Bounce Rate
Percent of Engaged Campaign Visits
or Visitors
Page views per Visit for Campaign
Responders
* Akin Arian, MultiChannel Marketing, P 63
Examples of Qualitative Goals
Online Revenue Metrics
Campaign Revenue
Campaign Average Order
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