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Data Driven : Data Wrangler

Corralling Web data into a more useful tool chest

June 2014 By Geoff Wolf and Alex Lin
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The most important recent change in the world of data-driven marketing is a single data analyst can now drive significant value using the powerful and affordable tools that are available in today's information technology world. Let's look at the opportunities that are involved with Web data and, specifically, two actionable ways for creating value with a high ROI:

  • Web data within its own reporting environment
  • Integrating Web data into a multichannel reporting and marketing environment

Google Analytics is a powerful, but complex tool. There are three underused Google Analytics reporting tactics that can be executed by a single e-commerce team member. Here's how they may be integrated into a multichannel environment:

1. Funnel Visualization
For those who enjoy a visual component to their analytics, the "Funnel Visualization" feature is a great way to track where users drop off during the checkout process
. This tool can be found under "conversions > goals > funnel visualization." To use this feature, you will first need to define the goal (what pages your funnel will be displaying) under "admin > goals > create a goal."

Funnel Visualization Chart
[+] click to enlarge

An example of a strong goal to track is how many people added a product to the shopping cart, whether they entered billing and shipping information, and then whether or not this generated a sale (as displayed in the funnel to the right). If a customer number or email address is present, adding certain fields to the customer record will allow value to be created for other media channels. A customer who is entering products into the shopping cart and making it past the shipping and handling information is a more engaged customer who may warrant different contact strategies in the email or print channels.

For those who abandon the shopping cart altogether, an abandoned cart email program is a proven tactic for adding incremental value to a customer record.

2. Devices
The "Devices" feature is a great way to track how customers consume your site on mobile devices. Devices is found under "audience > mobile > devices." This is a good starting point to determine which devices are critical to test, and then verify how much revenue mobile users are generating on each device.

 

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MORE ON MARKETING STRATEGY >>

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You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

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