This document provides an analytics report and suggestions for improving digital marketing strategies. It summarizes key metrics from websites and YouTube channels, including sessions, engagement, conversions and value. Various goals, objectives and key performance indicators for setting goals are defined. Recommendations emphasize understanding audience needs, measuring multiple types of engagement, considering where content appears across touchpoints, and using data stories to demonstrate value and inform future efforts. Further resources for analytics and optimization are referenced.

1. THRIFT SHOP
ANALYTICS
2016 EDITION

2. Arts will grow your mind.
Business & Science will keep you fed.
#1

3. Great artists steal.
Better artists measure.
#2

4. This is nothing new.

5. Source: NPR
Macklemore’s Dilemma

6. Source: NPR
7th Graders
Macklemore’s Dilemma

7. Source: NPR
7th Graders
Radio
Macklemore’s Dilemma

8. Source: NPR
7th Graders
Radio
Distribution
Macklemore’s Dilemma

9. Source: NPR
7th Graders
RadioSocial
Distribution
Macklemore’s Dilemma

10. Source: NPR
7th Graders
RadioSocial
Distribution
Macklemore’s Dilemma

11. We suck at telling stories
about storytelling.
#3

12. Is it that bad?
Source: Accenture "Analytics in Action. Breakthroughs and Barriers on the Journey to ROI", April 2013

13. 45%
Can’t read a
dashboard
21%
Rocking it
20%
Mostly tactical
Is it that bad?
Source: Accenture "Analytics in Action. Breakthroughs and Barriers on the Journey to ROI", April 2013

14. This is *******
awesome!
I have no idea
what this
means.

15. We’re on a
value hunt!

16. Business
Need
Audience
Need
GOAL

17. A goal without a plan
is just a wish.
#4
Antoine de Saint-Exupery

18. Are we trying to get clicks to our website?
Are we trying to build awareness?
Are we trying to gain subscribers or generate leads?
Are we trying to complement our sales & support?
Should we be on this channel/platform at all?
What kind of content are we going to create?
Goal setting

20. Goal
"I want to achieve success in the field of genetic research and do
what no one has ever done."

21. Goal
"I want to achieve success in the field of genetic research and do
what no one has ever done."
Objective
"I want to complete the thesis on genetic research
within this month."

22. Goal
"I want to achieve success in the field of genetic research and do
what no one has ever done."
Objective
"I want to complete the thesis on genetic research
within this month."
KPIs
Amount of pages produced, amount of research cited, amount of
results compiled, amount of energy drink consumed.

23. Goal
"I want to achieve success in the field of genetic research and do
what no one has ever done."
Objective
"I want to complete the thesis on genetic research
within this month."
KPIs
Amount of pages produced, amount of research cited, amount of
results compiled, amount of energy drink consumed.

24. Objectives form the chapters.
KPIs are the scenes.
#5

26. Audience
Engagement
Conversions
Value

27. We made what our research said
our audience needed...
...and this is what they did.
This directly contributed to our success...
...and ever since then, we’re
better/richer/smarter/
stronger, etc.

28. Data is everywhere.
Using only one tool is for chumps.
#6

29. One man’s trash is another man’s come up.

30. Chapter 1: Audience
“We made something our research says our
audience needs....”
Demographics
Locations
Behavior
Devices
Mobile Usage
Audience
Reach
Placement

32. Chapter 2: Engagement
“and this is their reaction.”
Percent Repeat Views and Viewers
Mentions
Ratio of video views to page views
Social Signals
Comments
Shares
Referrals
Approach
Reach
Placement

36. Referrals aren’t
all they’re
cracked up to be.
Oh, wait. Yes
they are.

38. Ahh, he got
influencers!

39. Subscribers
Likes and dislikes
Favorites
Comments
Sharing
Annotations
Cards
YouTube Analytics

40. Annotations are
tracking any
interactivity in the
video player.
YouTube Analytics

41. Audience Retention
gives your editorial
process a do-over,
because optimization
doesn’t stop at the
upload.
Completion Rate
Absolute and Relative
Retention
Average Duration for
Clips Viewed
Not real data!
YouTube Analytics

42. Chapter 3: Conversions
“This directly contributed to meeting
our goals....”
Clip Conversion Rate
Clip Click-Through Rates (CTRs)
Clip Interaction Rates
Subscriptions
Placement
Approach
Reach

43. Mar 4, 2016 ­ Apr 3, 2016low
This report is based on 99K sessions (3.63% of sessions). Learn more
Country
2.7M sessions, 1.8M drop­offs 886K sessions, 448K drop­offs 438K sessions, 193K drop­offs 245K sessions, 92K drop­offs
Starting pages 1st Interaction 2nd Interaction 3rd Interaction
United States
2.6M
Canada
7.7K
India
16K
...
47K
United Kingdom
5K
Australia
7.1K
/search­jobs
254K
/careers
674K
(>100 more pages)
1.1M
/job/­/­/1118
369K
/job
164K
/
178K
/job
239K
/careers/career­areas
56K
(>100 more pages)
256K
/search­jobs
152K
/careers/ca...ore­hourly
134K
/careers/
49K
/search­jobs
64K
/careers
52K
/job
130K
(>100 more pages)
137K
/category/s...118/7163/1
34K
/
20K
/job
76K
(>100 more pages)
74K
/careers
20K
/search­jobs
47K
/careers/ca...ore­hourly
17K
/careers/career­areas
11K
⇩
⇩
© 2016 Google
l Users
0.00% Sessions

44. Chapter 4: Value
“and ever since then, we’re better/richer/
smarter/stronger, etc.”
Higher Satisfaction Survey Scores
Transaction Numbers Up
Support/Customer Service Volume Down
Audience Growth Up
Direct Revenue Per View
Decent Cost Per View
Budget
Reach

45. Let’s do some
simple addition.

47. It was .023 cents!

48. Audience
Engagement
Conversions
Value

49. Your Website Report
MONTH OF JULY 2015
Sessions Up, Higher Than 12-Month Monthly Average
Overall sessions increased by 13% month-over-month to 4,460. That's more than your 12-month
monthly average of 4,061 sessions. Referrals and direct tra c both drove the increase in tra c, rising
17% and 9%, respectively.
Pageviews
+22% +9%+13%
16K
Sessions
4,460
Pages/Sessions
from last month
3.6
from last monthfrom last month
Total pageviews from the top ten pages on your site were down from the month of June at 3%, but
pageviews of Careers were up 24% to 4,727.
Last month, your site's total pageviews increased 22% to 16,008. Similarly, your pages per session
rose 9% to 3.6, which is close to your monthly average over the past year.
Users seemed to be more engaged with your Solutions page last month, having spent 18.0 minutes
longer on the page, making it the most improved among all pages on your site. Average duration
on your Events page, on the other hand, dropped to 4 seconds from 5.6 minutes- the biggest
decrease of any page.
But I’m too busy…
QuillEngage Reports will
translate your GA into English.

50. Don’t let the story end.
This is just the beginning.
#7

51. Conversation Starters
Discoverability
Is this content being found by organic search, on-site search and
referrals?
Format What can this content now do that other formats can’t do?
Voice
Is this something the customer can better talk about (reviews and
influence) or does the brand own the message (product or support)?
Placement
Where else can this play in the audience journey? Product pages,
support, social channels, offline?
Touch Points
Does the video or page contain interactive options to perform some
action?

52. YouTube Playbook:
http://bit.ly/Y08nxH
YouTube Guides by Industry Type:
http://bit.ly/Y08w4b
Reel SEO > Video Analytics Essentials:
http://bit.ly/11ETbld
TheNextWeb YouTube Analytics 101:
http://tnw.co/Y08M3b
YouTube Trends:
http://bit.ly/Y80hmH
Google Analytics 101: Basic Metrics and
Reports:
http://bit.ly/1URkKbL
What Does Google Analytics Do?
http://bit.ly/1URp0bc
QuillEngage Reporting:
http://bit.ly/1URpbTU
HubSpot Bounce Rate Infographic:
http://bit.ly/1URu2o5
Further Resources

53. QUESTIONS?