With @katiejeanes

1. Intro To
Digital Marketing

2. Make New Friends

3. How To Make New Friends:
• Turn to the person behind you
• Introduce yourself
• Who are you?
• What brings you here?
• What do you know about digital marketing?

4. Agenda
• Google Analytics:
• What To Measure And How To Do It
• Content Marketing:
• How To Create Content That Converts
• Course Details & Questions

5. Google Analytics:
What To Measure And
How To Do It

6. Four Types of Websites
• Brand
• E-commerce
• Media
• Lead Generation

11. Google Analytics
• Universal Tracking Code
• Event Tracking Code
• Social Interaction Tracking Code
• Campaign Tracking Code

12. Universal Tracking Code

13. Google Analytics
Dashboard

14. Digital Marketing
Measurement Model

15. Website Objectives
• Why does your website exist?
• Your objectives should be DUMB
• Doable
• Understandable
• Manageable
• Beneficial

16. Website Goals
• Goals are specific strategies you’ll leverage to accomplish the
business objectives.
• Your goals should be SMART
• Specific
• Measurable
• Attainable
• Reasonable
• Timely

17. Key Performance Indicators
• A key performance
indicator (KPI) is a metric
that helps you
understand how you are
doing against your
objectives.
• Find the most relevant
KPI for each goal.
• Focus on conversions

18. Targets
• Set the parameters for
success
• Targets are pre-
determined indicators of
success or failure.
• Identify targets for each
KPI

19. Segments
• Identify the segments that
you will analyze to
understand why you
succeeded or failed.
• Segment types
• People
• Behaviour
• Outcomes

20. Digital Marketing
Measurement Model

21. Break!

22. How To Create
Content That Converts

23. A/B Testing
• Test two versions of the same thing to see which
one works
• Version A
• Version B
• ALWAYS BE TESTING

24. A/B Testing In The Wild

28. What Can We Test?
• Blog Posts
• Videos
• Images
• Facebook Posts
• Tweets
• Email Subject Lines
• Email Content
• Best Days To Post
• Best Time To Post
• Marketing Campaigns
• Calls To Action
• Almost Everything

29. Campaign Tracking Code

30. Campaign Tracking Code
• http://redacademy.com/?
utm_source=Facebook&utm_medium=boost&utm_t
erm=hootsuite&utm_content=sunset
%20&utm_campaign=Summer%20Sampler

31. Activity:
Create A Campaign Code
• https://support.google.com/analytics/answer/1033867
• Source
• Medium
• Term
• Content
• Name

32. Questions?

33. Digital Marketing @ RED
• Google Analytics
• Social Media Analytics
• SEO & Digital Advertising
• Content Creation & Community Management

34. • Katie Jeanes
• E: katie@redacademy.com
• T: @katiejeanes | @redacademy