Archive | WAW Recaps

July 2017 – Sports Marketing in Digital with Jeff Eldersveld

For our July event, we mixed things up by heading to Nationwide Arena to be hosted the Columbus Blue Jackets digital marketing team. Jeff Eldersveld, the Director of Digital Marketing an Analytics for the Blue Jackets, walked through the role of digital in a professional sports league — the dual calculations of immediate return (a ticket sale) versus lifetime value, the importance of being ready to respond to team news that fans will care about, and the challenges of marketing when a major driver of results is the team’s performance.

Click on the image below to view Jeff’s presentation:

Following Jeff’s presentation, we took a tour behind the scenes at Nationwide Arena, including walking out on center ice (well, center concrete — the season has been over for a bit at this point!):

We even had a few of the players stop by, and, wow, did their body proportions surprise us!

 

June 2017 Recap – Presentation Upgrades with Lea Pica

How to Present Results to Get Results with Lea Pica

For our June 2017 event, we had a great crowd show up to learn how to present our findings to really catch and hold people’s attention. To guide us on this journey we had none other than that priestess of presentations, that vizier of visualizations, Lea Pica! In addition to our regular sponsors, we also want to give a shout out to Search Discovery for flying Lea out to Columbus.

We all know there’s a lot of bad presentations out there, perhaps we’ll even admit to giving some clunkers ourselves. So how do we get better? Lea gave us lots of practical tips on how to rethink how we present, and ultimately how to be better understood by our audiences. It’s going to require some work and learning, but why would we spend all this time and effort doing good analysis only to have our results ignored and un-acted-upon by our target audience because we presented it poorly?

Lea reminded us to put ourselves in the position of our audience, though not let our audience drive the details of what we do. If our audience asked for a report on a specific metric, what’s the question behind that request? How can we present a real insight that answers our stakeholder’s questions, not just a data dump of results.

The books Lea recommended on visualization were:

So we know what we’re all reading this month! (cbuswaw bookclub anyone?)

You can find many more resources on Lea’s site here.

And, for an abridged version of her presentation, check out the video below courtesy of Mixt Media:

Please join us again next month, July 12th at Nationwide Arena with Jeff Eldersveld from the Columbus Blue Jackets!

May 2017 Recap – Infomercial Principles in Ecommerce

For our May event, we were at Cardinal Solutions in the Arena District. We thought Tony Zara was going to tie the world of digital to the world of infomercials, which have been around since 1949. And he did that, but he kept going back… all the way to 1923. Attendees all received a reading assignment!

Tony walked us through the “infomercial formula” and how it can be applied to direct response digital marketing and eCommerce:

  1. Give the background / Set the expectation
  2. Demonstrate the solution
  3. Build trust
  4. Cross-sell / upsell
  5. Promise to exceed
  6. Ask for the order

Applying Infomercial Concepts to Direct Response Digital Marke…

Applying Infomercial Concepts to Direct Response Digital Marketing with Tony ZaraThis month hosted by Cardinal Solutions in the Arena District.“It chops! It dices! It slices! And it can be yours for $19.99!”Did you know that our WAW community has someone who was an infomercial pitchman in his younger days? Did you know he now runs digital analytics for Rogue Fitness?Tony Zara has taken some of the concepts that have been proven to work in the infomercial world and applied them to digital marketing… and it works! Come hear his tale, as it’s an approach you could apply, too.

Posted by Columbus Web Analytics Wednesdays on Wednesday, May 10, 2017

You can view the recorded video from the Facebook Livestream (courtesy of Mixt Media), or check out the slides.

 

April 2017 Recap – Conversion Rate Optimization with Adept

For April, conversion optimization gurus and sponsors Adept Marketing presented a session all about CO: how it integrates into your organization, case studies, tools, best practices, etc.

Want to see the presentation? Get the slides from Adept here.

Want to read more? Adept has published a full ebook on CO here.


Sara Kear and Dave Boroi played presentation tag team: starting with a history of the field (including this experiment from the 2008 Obama campaign that lead to Optimizely) and moving on to the details of how a testing strategy might fit into your site or application no matter what size your company is.

Conversion Optimization: The Missing Link in Your Marketing Pr…

Conversion Optimization: The Missing Link in Your Marketing ProgramIt’s Web Analytics Tuesday again, we’re keeping everyone on their toes this year!Driving traffic to your site through marketing activities such as paid search or email marketing is essential, but if your site is not built to convert the visitors you get, you may not see the results you want. This is where the often overlooked science of conversion optimization comes into play.For April our cbuswaw sponsor Adept Marketing steps up to the mic; this time feeding our brains as well as helping pay for the food and drink.Join Sara Kear (VP of Digital Strategy) and Dave Boroi (Manager of Conversion Optimization) to hear about the importance of conversion optimization, and how both B2B and B2C organizations can use it to drive more conversions, and, ultimately, more sales.We’ll learn:- The definition and background of conversion optimization- Why a conversion-oriented website is so essential to a marketing strategy- The research tactics and process behind managing a conversion optimization effort- How to set up a conversion optimization program with and without a marketing partnerAll of our Columbus WAWs are free of charge thanks to the generosity of our sponsors:TeamBuilder SearchAdept MarketingClarivoyAudio/Video support and livestream provided by Mixt Media

Posted by Columbus Web Analytics Wednesdays on Tuesday, April 4, 2017

 

As if to further illustrate their conversion rate wizardry, Sara and Dave’s presentation had the best registrant-to-attendance conversion ratio we’ve ever seen! We’ll have to have them back to explain how they pulled that feat off.

Join us next month as Tony Zara from Rogue Fitness talks about Direct Response Conversion. It will be on a Wednesday, but it won’t be at Rev1.

March 2017 Recap – Influencing the Influencers with SEEN

First, Tim noted these upcoming events of note:

Then, for March’s presentation we took a dive into influencer marketing, lead by a triumvirate of influencer marketing gurus from SEEN. Brian Zuercher got the standing ovation part of the session out of the way early, so we could focus on learning what influencer marketing is and how real practitioners (Alex Ditty and Ami Murphy Iannone) get it done.

Influencer marketing poses an interesting conundrum for us analysts: because while there are certainly metrics to be had and plenty that can be measured, the true value of this kind of marketing sits early in the customer sales cycle where meaningful hard numbers do not abound. Metrics like “reach” or the unfortunately named “potential impressions” can easily lead one down the wrong path and should mostly be ignored. Engagement metrics can be valuable, but they don’t tell the whole story.

The most important message was that a marketing strategy based solely on metrics optimization will lead towards increasing just those metrics themselves. In other words, focusing on increasing clicks and impressions can lead myopically towards just looking at marketing channels that directly affect those channels like PPC. This approach ignores the huge strategic benefits of increasing other (harder to measure) factors like brand awareness and affinity.

Is There Really Influence in Influencer Marketing?Influencer marketing isn’t new, but how it’s done is. Today the list of influencer content, formats, and platforms is becoming longer and longer. A variety of data and information is used: from the discovery of these creators to the measurement of the impact of their sharing. Marketers and their teams are faced with the wondering and explaining how and why this works.For March’s cbuswaw (yes it’s really on Wednesday this time!), join Brian Zuercher and Alex Ditty from SEEN, an influencer marketing software & services provider.From SEEN’s work with brand powerhouses like Hershey’s, Reebok, Hilton, and more — they’ll provide insights and tools to help answer questions about influencer discovery, influencer impact, ROI, and what’s trending.

Posted by Columbus Web Analytics Wednesdays on Wednesday, March 8, 2017

 

Join us back at Rev1 again next month when Sara Kear and and Dave Boroi from Adept Marketing will talk about Conversion Optimization!

 

February 2017 Recap – What the Hell Is R?

There were a couple of announcements before this month’s event kicked off:

  • Event dates for Columbus WAWs are set for the year, and there is now a link at the top of the Upcoming Events page that you can use to put placeholders on your calendar for the whole year.
  • The first MeasureCamp unconference ever in the U.S. will be in Cincinnati on Saturday, May 13th. It’s free! Register, and consider running a session!

Following the announcements, Tim Wilson from Analytics Demystified explained what the programming platform R is, why he spent 2016 trying to ramp up his skills with it, and how he quickly realized that, while he initially was just looking to learn a new language, he quickly realized that he really needed to broaden his horizons.

The below isn’t the exact presentation Tim presented, but it’s pretty damn close:

January 2017 Recap – Google 360

For our first cbuswaw of the year (since it was on a Thursday though was it a cbuswat or cbuswar?) we got to hear about some of the new tools offered by Google as part of the Google Analytics 360 Suite.

Andrew Dodenhoff from Google’s Chicago office was our guide through the different parts of the suite, specifically diving into Google Optimize (the testing platform) and Google Data Studio (the dashboard solution). Both tools have free versions, you can start using Data Studio today or sign up for an invite to Optimize.

We learned that GA itself is the core on which the rest of the suite builds upon, for example when using Optimize on a site properly tagged with Google Tag Manager you can easily use segmentation data from GA to create experiments in Optimize based on Goals that you probably already have setup in GA.

Similarly Google Data Studio can very easily pull in data from GA for reporting purposes as well as data from many other Google services and MySQL.

We’ve got a full year of meetups coming up, for those who might like to plan ahead we have a list of all the dates available here:

  Download 2017 Upcoming Events Calendar

Finally, thanks as always to our sponsors, all of whom — Clarivoy, Team Builder Search, and Adept Marketing are repeat sponsors from last year!

 

 

December 2016 Recap — Holiday Awesomeness with Tommy Plank

Our 8-year tradition has been “no formal presentation at our December event.” This year was no exception. This was also the third year that we held our December event at Plank’s Cafe & Pizzeria, and we can’t imagine holding it anywhere else!

Proprietor Tommy Plank circulated freely, telling stories as he does!

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We had a few web analytics luminaries from out-of-town stop by!

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But, mainly, we had Tommy Plank — a Columbus treasure!

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We raised a few glasses to the digital analytics community in Columbus, which is strong and getting stronger. We hope everyone has a happy holiday and a new year filled with personal and professional successes…and attendance at many WAWs!

November 2016 Recap – Attracting Talent to Columbus

Our November 2016 event was a highly engaging panel discussion talking about how to build analytics talent right here in Columbus, Ohio. The panel was made up of:

  • Jen Wells — President at TeamBuilder Search
  • Nora Gerber — Talent Engagement Specialist at the Columbus Chamber of Commerce
  • Michelle Reese — VP, Chief Talent Officer at Columbus Collaboratory

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And, it was moderated by cbuswaw’s own Dave Culbertson of Light Bulb Interactive — a veritable digital analytics James Lipton right here in the San Diego on the Olentangy.

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The discussion covered topics including:

  • How to present Columbus to out-of-town folk, including how to help make sure when your visitor is here that they have a good experience.
  • How to improve the perception of Columbus on the national stage, and how to deal with misconceptions that may arise.
  • How to nurture our own talent in the region and continue to grow.

Thanks very much to all our panelists!