Beasley Academy-Power Of Analytics
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FunTranscript
00:00Hi, everyone, and welcome to the Power of Analytics training.
00:13I'm glad this is our first training on Thursday because often the hardest part about what we do is tying everything together.
00:22We have many different solutions, but when we gear the conversation around analytics, it paints the picture for the client that we may deploy different tactics, but at the end of the day, the goals can be very similar.
00:36And it's all about getting in front of the right audience and driving relevant traffic.
00:40When we get comfortable diving into the data, number one, the client looks at us as credible, which is always a win.
00:48And number two, we know and we feel confident that we can look at any campaign and pull out two to three positive pieces.
00:57And I share this with you because I don't want you to fear the data.
01:01Often when we dive into the data, it just gives us credit for all the effort that we're putting in to drive a successful campaign.
01:10Well, the purpose of the training today, number one, discuss how having a conversation around analytics helps ties both radio and digital campaigns together.
01:21We're going to share best practices around both Google Analytics and Beasley Analytics, go through an overview, go through tips and examples.
01:30And then we're going to give insight on how the pods use analytics to optimize campaign performance.
01:34Now, the pods are going to be in analytics more than the sellers, but it's important for the sellers to have a baseline understanding so they can have intelligent conversations in the field.
01:44And all of this, all of this knowledge sharing is really the goal of it is for our clients to see us as credible marketers who are fierce about results.
01:53And that's going to be the theme for most of our trainings, because at the end of the day, that's what differentiates us in the field.
01:59So the agenda for today, first, part one, led by Maria Armand, Google Analytics Overview.
02:07And then we're going to go into attribution, models, best practices, tips, and examples there.
02:13Answer some of you FAQs that we already have listed out.
02:17Part two, led by Ryan Beasley, Beasley Analytics Overview, attribution, how data saves accounts.
02:25And then we're going to share an example there.
02:27We're going to end going into Beasley Academy.
02:30I just want to share with you how you see this recorded video and then additional resources, not only around analytics, but also other training videos that we have up there.
02:41Okay, Maria, you're up.
02:44Okay, great.
02:47Right.
02:48So good afternoon, everybody.
02:51Thank you all so much for attending.
02:53I'm looking forward to reviewing Google Analytics with all of you.
02:59So let me just make sure the slides are working.
03:05Okay.
03:07So did you know that over 50% of websites actually use Google Analytics?
03:13This is a really high number.
03:15And for that reason, you're going to want to ask your clients if they're using Google Analytics.
03:21And if they are and you're helping them with their overall marketing, you're going to want to see if they can go ahead and grant you access to Google Analytics so that you're able to know what's happening with their data.
03:38Let me see if I can get back to my cute little hurdle here.
03:46Let's see.
03:50For some reason, it's advancing.
03:53Ashley, are you advancing the slides?
03:56No, I'm going to do that for you, though.
03:58Yeah.
03:58Okay, here we go.
04:00So you're not going to want to let data that you don't know that's out there turn the value of your deal upside down.
04:07So as this cute little turtle is showing us, it's no fun to get turned upside down.
04:13So with our clients, we want to be able to attribute and evaluate what's happening across the entire client journey.
04:22So, you know, you're going to want to ask them for that Google Analytics access.
04:29That's really going to help you to be able to tell the ROI story and the data that we're able to pull from there will also help us to optimize campaigns.
04:41So what is Google Analytics?
04:45Let's see.
04:46There's a little bit of a delay here.
04:48Okay, so Google Analytics helps organizations get a deeper understanding of their customers.
04:54It's a free tool that you can measure and track the activity that's happening on websites and apps.
05:02And with this data, organizations can deliver better experiences and drive results for their business.
05:09There are many case studies out there about how Google Analytics has helped to uncover information and drive double and even triple digit growth for clients.
05:23So, you know, it's a very useful tool for being able to do that.
05:29Now, I know a lot of you are not going to be going into Google Analytics yourselves.
05:33You have the pods and your local digital support team that's there to help with a lot of that.
05:40But it is still helpful to take a look behind the curtain, be able to see what is happening, and get a little bit more familiar with what the capabilities are of Google Analytics, and also understand how your clients can be using the data.
05:56So, a lot of the information that you pull from here, or that the pods and your support team pull from here will actually help you to retain business and acquire new business as well.
06:10So, just looking at getting started, you know, how does a business get started and set up Google Analytics?
06:16So, they actually would first sign up through Google Analytics account, and once they do that, they are going to have a snippet of code that they would then put onto their website.
06:30So, once they do that, and this code actually has to be placed on every web page that they want tracked, if they don't have the code on a particular site, then none of the activity that's happening on that page is going to get tracked.
06:47So, once that has been set up, then they and whoever else they grant access to can go ahead and log into the platform and start seeing the activity that's happening on their website.
07:03So, let's see.
07:06Click here to the next slide so you can see what the platform looks like.
07:12Here we go.
07:13All right, so here we are logged into Google Analytics, and we're looking at the audience overview report.
07:22So, this report provides a high-level summary of all the metrics in one place.
07:28You can select the date range that you want to look at, and you can also compare different time periods, which is really helpful.
07:36So, before we dive into all the really cool reports that you can pull with Google Analytics, I want to start by just going through some terms that are very commonly used, which looks like, for some reason, all the slides are advancing here.
07:55Let's see if I can go back.
07:56So, just to cover some terms that you see very often in Google Analytics.
08:02So, users.
08:03Users are individuals that had at least one session on the website in the date range that you've selected.
08:12And sessions are the total number of sessions or visits in the date range that you're looking at.
08:19And then bounce rate is also another really common term.
08:24And bounce rate is essentially the percentage of people that left the site with only having gone to that first page, and then they didn't go and do anything else beyond that.
08:36So, that's bounce rate here.
08:44All right.
08:44So, now I'm going to show you some really cool reports and insights that you can pull from Google Analytics.
08:50So, you can see who's visiting your website.
08:54And this is under the demographics overview.
08:57You can see the percentage of male, female on the site, what the age range is as well of different visitors.
09:05You can also go in under the interest and see an overview of what else besides your products and services are those customers interested in.
09:18So, are they sports enthusiasts?
09:20Are they looking for another job?
09:23Are they in the market for a new car?
09:26So, you can also see all of this information as well.
09:31And then acquisition, the acquisition overview section actually tells you how did people get to your website.
09:39So, this is an area that we live in quite a bit as marketers.
09:43We're looking to drive qualified traffic over to websites.
09:47And you can see in this example here, most of the visitors and new visitors came from social.
09:54So, that could be Facebook, for example.
09:56So, that's really helpful to be able to know as well and see, you know, are your campaigns showing up here as driving traffic for your clients?
10:11Another really cool report, the benchmarks report.
10:16So, how many times do your customers tell you, well, you know, that's all good and great, but how does this compare to others in my industry?
10:24Google actually has some benchmark reports where you can see in real time, you can pick whatever date range that you're interested in.
10:34And right by their vertical, so this is for an auto dealer, you can see how do they compare to other auto dealers.
10:42And you can see right in the report how many other dealerships are included in this data set.
10:49So, when you're looking at this report, for your client to be ahead of all their other competitors, you're going to want to see positive numbers across the board, except when it comes to bounce rate.
11:03For your client to be ahead of their competitors, they're going to want to see a negative rate under that section.
11:09So, for display, for example, they're running a display campaign, let's say you're telling them, oh, this campaign is running really well.
11:17Well, in this benchmark report, you could actually show them that they're doing so much better in bringing on new visitors to their website through display than their competitors.
11:29Another really cool benchmark report is coming up next here, and that's around devices.
11:38So, again, for this report, you're going to want to see positives across the board, except for when it comes to bounce rate.
11:47There, you're going to want to see a negative number.
11:50And looking at this report for this particular client, they're doing better than their competitors on desktop.
11:57But if you look over at mobile and also tablet, they're not doing very well, which could point to there being an issue with the experience on mobile devices.
12:10So, that's where you're going to want to potentially talk to that client and see if there is an issue.
12:16So, you know, those are some really cool reports that you can pull.
12:21One of the big advantages of any sort of analytics platform, too, is can it help you to tell what is driving a return on investment for you and what isn't?
12:34So, that's really the name of the game with attribution, right?
12:39And Google Analytics has some tools to be able to do that where you can help to tell that ROI story better.
12:48And so, I'll go through some of those pieces with you.
12:51So, with that, if you want to leverage the tool to be able to do that, and actually a lot of businesses aren't, you're going to want to first make sure that you have really good, clean data.
13:04And one of the first steps you can take is in organizing that data.
13:11Whoops.
13:12So, I can go a little bit ahead here.
13:16See if I can.
13:19Okay.
13:19So, you know, connecting the dots and being able to show return on investment and attribution is really hard.
13:28So, 67% of marketers actually feel that there is a gap between the data available to be able to measure across campaigns.
13:39And half of them don't feel confident in their media mix.
13:43And according to Burrell and MAGID and lots of other research firms, proving ROI is the number one strategic marketing challenge for marketers.
13:55So, this piece is really difficult to do to be able to tell that full ROI story.
14:01But again, I'm going to show you how Google Analytics can help with that if you take some additional steps.
14:09And it's surprising how many businesses are not actually taking advantage of that.
14:14But then Ryan also is going to go into that even further with how we can do that, not just with digital campaigns, but with radio campaigns as well, with additional integrations that we have into Google Analytics, which is really exciting.
14:31So, with the data, you want to make sure that you're organizing it first to be able to pull deeper insights.
14:41So, Google goes ahead and they label all of the different channels.
14:45So, how people are getting to your website, for example, with default names.
14:50But you can actually go in and change those names.
14:53And there's a couple of ways that Google allows you to do that.
14:56So, for example, with a display campaign, rather than just calling it a display campaign, you could actually label that campaign display sponsorship or display retargeting.
15:09Or you could do a display geofencing campaign.
15:14And really quickly, I'll show you the features where you can do that.
15:19So, under the admin options and channel grouping, you can go in there and you can rename the fields and you can set different rules under those names for the data that should be in there.
15:38Let me see if I can get control of the screen here.
15:41Here we go.
15:42Okay.
15:42So, that's really quickly how you can – that's one way to change the names.
15:46Another way to do that, and particularly with non-Google products, is by building out a URL string.
15:55So, this is called a UTM string.
15:58And Google gives you this URL builder to be able to go ahead and do that.
16:05So, this isn't something that any of the AEs need to worry about.
16:09This is something that the pods and your digital support team, local team, can help with.
16:14But essentially, you're able to put a campaign source into this URL and you're able to then say, you know, the campaign is coming from Facebook.
16:27And what the medium is as well, is it a cost-per-click campaign?
16:31Is it a cost-per-impression campaign?
16:33So, that's another important way where you're able to better label the data that's much more meaningful in Google Analytics.
16:44So, another way to be able to tell more of that ROI story is by creating goals in Google Analytics.
16:50And if you see that your businesses don't have any goals in there, that could really point to an opportunity where the AE can go in and they are able to be the primary source for different digital solutions that that client might need.
17:10Because this is something that often a digital agency will go ahead and go in and create those goals.
17:17So, just know that there could be some opportunity there for you if you don't see any goals set up.
17:25So, here, let me see if I can move beyond this.
17:29So, that is basically set up under the admin section.
17:33You can set up goals.
17:35And that could be anything from somebody submitting a form to somebody watching a video.
17:42You can essentially turn any event that's really important into a goal.
17:46And then once you have goals set up, that's when conversions are going to start feeding into Google Analytics.
17:53So, you're not going to have any conversions showing up at all in the platform.
17:58If goals haven't been set up.
18:01And once you do have conversions, you can look to see, well, what drove those conversions?
18:07What was the path?
18:09Was it that, you know, somebody just went from paid search and then ended up completing that goal and having a conversion?
18:23Or did they first see a banner ad, a display campaign?
18:27And then that they went and did a search and then ended up completing a conversion.
18:33So, a goal, I saw in a chat pop up here where, you know, what is an example of a goal?
18:39So, a goal could be a form to submit or a request for a quote or it could be completing a purchase.
18:48So, all of those events can get tracked and they would, you know, with all of this data, you have so much more power to make really informed decisions.
19:04Without data, you're just another person with an opinion, right?
19:09So, it's really great to have that data to be able to inform decisions.
19:14So, moving ahead here.
19:20Here is another example of how a data-driven type of model can be so much more helpful than an assumption-driven model.
19:29So, with a data-driven model, you can see really concretely that display had an impact in driving purchases, for example.
19:39You can see that that was an important part of the overall company that ended up driving results.
19:47So, here's another example of an attribution model.
19:52So, this one is for an auto dealership.
19:55And you can see that the last point of right before somebody had a conversion, so completed a goal, which could be something like, you know, requested an appointment or they were on the vehicle inventory page.
20:11So, right before they did that, they actually typed the URL of the website that they went right to the URL.
20:24But in the family, by bringing this attribution model, you can see that a lot of those people actually saw a banner ad, a display campaign, before they went in and then typed in that URL directly.
20:39So, that's a pretty big deal because the customer might think that you're not helping to drive any sort of conversions for their campaign when, in fact, you are.
20:48But if none of this has been up, then you really don't know.
20:52And, again, if they don't have this set up, then there could be an opportunity for you to be able to be the primary source.
20:59So, remarketing is another really fun campaign tactic.
21:12So, there are a lot of things that you can do with remarketing and Google Analytics.
21:18Let's just take a step back and, you know, what is remarketing?
21:23So, I'm sure a lot of you already know, but let's say that you're shopping for pet accessories and you end up putting something in your shopping cart, but then you don't actually end up completing that purchase.
21:35You know, for the next few days or even weeks, you keep seeing these cute little banner ads with accessories for your pets following you around everywhere as you're surfing the web.
21:47So, that's remarketing.
21:49With Google Analytics, you can actually set up different remarketing audiences within the platform, and that can be really powerful.
22:00So, for example, you can create an audience where everybody who submits a request for information is then part of that audience.
22:11And then you can create a tailored message just to those people.
22:20You could create an audience, you know, of everybody who watched a video on your website or went to a certain page or visited maybe five years on your website.
22:31That could be a rule for a audience that you create.
22:35And then you can look like stuff on that.
22:38So, that's a pretty powerful tool.
22:40And lastly, Google Analytics, you can import data and create a more central opportunity of everything for an organization.
22:54So, your businesses might be doing that as well, where they're looking at all of their data through Google Analytics and are using it as that central hub for them.
23:04So, we did receive some frequently asked questions from the field.
23:10And the big one is, you know, why doesn't Google Analytics match up with our programmatic reporting?
23:18So, you know, there are a number of different reasons for why that is.
23:25So, Google Analytics does a really great job of measuring the activity on their own products.
23:32So, Google Search and Display and YouTube, all of their own products, they do a phenomenal job measuring all of that activity.
23:40With different reporting platforms, a lot of those platforms are going to use some different keywords.
23:45For example, our programmatic platform tracks clicks while Google Analytics tracks sessions.
23:52A lot of other platforms call sessions visits.
23:54So, there's a difference amongst the language that's being used, but also Google Analytics uses JavaScript tags primarily to collect a lot of this data, which is a very reliable, very precise way to be able to collect this data.
24:12But it isn't perfect.
24:13So, you know, it's very common to see data discrepancies amongst platforms, and it's actually really normal to accept, like, up to a 10% difference.
24:25If you see anything that's bigger than a 10% difference, there could be a problem with how Google Analytics was installed.
24:33It could also be due to test clicks that are running on a campaign.
24:38Let's say they're running a targeted display campaign.
24:40But, you know, so those things can definitely contribute.
24:45But if you're seeing a gap of more than 10%, it's a good idea to bring that to your digital support team just to look in further and see if we can maybe identify some other issues that could be there.
24:58Why are reporting differences more common with mobile traffic when comparing programmatic reporting to Google Analytics?
25:06So, most of the time, these reporting discrepancies can be tied back to the installation of tracking codes.
25:13So, Google Analytics offers multiple ways to track, but the most commonly used one uses JavaScript, and that does rely heavily on cookies.
25:24Now, since apps don't drop cookies, that can then result in, you know, no information being completed in the reporting.
25:34So, these are some common acronyms and definitions across Google Analytics associated with them.
25:43So, we'll make sure to get these all sent out to you all.
25:47And then, lastly, if I can get to my last slide here.
25:55Let's see.
25:56Here we go.
25:57So, know that your local and your corporate teams really can help your advertisers connect the dots and work with you in that.
26:07We want to help you show that your campaigns are really driving positive results for the businesses that you're working with.
26:14And coming up next, Ryan, our corporate director of analytics and research applications, has this really cool tool, which I know a lot of you have seen.
26:27But it's super powerful in integration with Google Analytics that is able to allow us to also tie in those ROI conversations and see what's happening and look at the attribution, not just for digital campaigns, but it also allows us to do that for radio campaigns, which is super powerful.
26:50So, I'll hand it over to Ryan.
26:53All right.
26:54Thank you, Maria.
26:55Can everybody hear me okay?
26:57Yes.
27:00Okay.
27:00All right.
27:01Great.
27:02So, yeah, for everything that Maria just said, you know, my goal of this training session is to kind of help connect the dots between the Google Analytics reporting and what we can show to the clients as far as Beasley Analytics reporting goes.
27:16And also show, you know, the attribution, the terms that kind of cross the different platforms are just as useful for digital as they are for on their terrestrial.
27:25So, let's see here if I got control of the screen.
27:30There we go.
27:31So, the first thing that I wanted to just briefly touch on is, you know, what is attribution?
27:38What are we doing with Beasley Analytics?
27:40So, attribution simply means, you know, the drawing of a connection between two events.
27:45So, in this instance, when we use Beasley Analytics, one of these events is going to be, you know, the ad spots that we're running, right?
27:53That actual commercial running on the air within, ideally, the connection of the other event being that listener activating going to the client's website, right?
28:04So, the majority of people have been through my training sessions with Beasley Analytics, excuse me.
28:10The system in its infancy was designed to track immediate reaction to creative, right?
28:16That's why we're only really focusing on those clicks within an eight-minute window.
28:21So, by having access to a client's Google Analytics, you know, we can do a number of things past that eight-minute window.
28:28We can show them, you know, what advertisers want to know.
28:31Did the campaign work?
28:33What was the return on investment?
28:35Should they continue to advertise?
28:37You know, what can they do to optimize?
28:39You know, so on the flip side, we as broadcasters are able to show that ROI, the proof of performance.
28:45We can recommend optimizations to make their campaign better.
28:49All of these things that an advertiser is going to want to hear to, you know, further their investment, further their relationship with Beasley.
28:57So, we'll jump ahead.
28:58So, this next slide here is kind of 2019 in review that the team of Analytic Owl put together.
29:04So, I just wanted to share this with all the sellers on the call.
29:07So, in 2019, we reached the 1,000 advertiser connected mark.
29:12So, that's incredibly huge.
29:14Congrats to everybody on that.
29:15We measured 562,000 spots in the Beasley Analytic platform, tracked just over $43 million in action.
29:26We had a total of 14,000 logins across the entire company and 6,000 reports generated.
29:33And I'll go ahead and say that, you know, in the first four months of my position, we've already eclipsed 10,000 reports generated for this year alone, for this four months.
29:42So, that's, again, huge kudos to everybody for continuing that engagement and growing the engagement.
29:48We were able to track 2.4 million new users driven by Beasley Radio Spots to advertisers' websites for the first time.
29:58And we were also able to track 3 million user sessions overall that were driven by our spot.
30:03So, sorry, let me go back here.
30:07Somebody just clicked for me.
30:09Either way, so, continuing to this, this is a slide that was created to help us just understand the importance of data, right?
30:16So, if you look over here on the left-hand side, this is a chart showing all advertisers, all Beasley advertisers on the air in Q4 of 2019.
30:27And then what you can see is just over 4,000.
30:29And then it shows those advertisers, out of those 4,000 advertisers, 2,300 of them were on the air in 2018.
30:38So, that's representing, you know, company-wide Q4 over Q4, a 43% attrition, okay?
30:45Now, let's jump all the way to the right-hand side.
30:48And this is connected advertisers to Beasley, okay?
30:51Again, the same date range of Q4 2018 to Q4 2019, we had 412 active connected advertisers on in Q4 of 2019.
31:03Of those 412, almost 300 were on the air in Q4 of 2018.
31:09So, that's an attrition rate of 28%.
31:12So, when comparing the two together, advertisers connected to Beasley analytics cancel 35% less than the average advertiser would.
31:24So, again, a huge testament to what we can prove and show and share with our advertisers as far as making educated decisions,
31:32continuing, you know, to show them return on investment, continuing to show them that spending money with Beasley is the right decision.
31:38It's just, it's a much more useful conversation to have and to not be able to have that.
31:43So, again, that's why I encourage everybody, have the conversation with any client, whether they're digital, radio, or both.
31:50We want to make sure that we get as many people connected to the system as possible because clearly data does save accounts, okay?
31:58So, the next portion that I wanted to get into here, if it will advance.
32:04So, okay, this is a sample report that I just want to run through.
32:11And ideally, you know, a lot of people, like I said, have already seen sample reports like this.
32:16But what I want to do is kind of show you some of those terms that Maria covered in her section,
32:22show how they show up on our end and how this system can really help us clean up the data like Maria said.
32:28You know, clean data is half the battle.
32:30You can't throw a bunch of numbers at an agency or a client and expect them to digest it, right?
32:36So, this system is designed to help us present those terms in the best way possible.
32:41So, we'll start here.
32:43This is just for a little background.
32:45This is an HVAC company.
32:46This is a real client connected to Beasley Analytics.
32:49This is in the Fort Myers market.
32:50And we're looking at kind of a three-month time range of November 1st through January 30th of 2020.
32:58So, we'll start with attribution methodology.
33:01And this is how, you know, in any of my trainings, this is the first place that we go before we start building any sort of data report.
33:09So, what this is is we have three different ways, three different methods that we can use to slice and dice data, okay?
33:15The first one I always like to start with explaining is the bottom one you see here is the new user, new user baseline.
33:22So, this would be great to use with a client who gets a lot of repeat business or repeat website business, sorry.
33:31So, I always give the example of a bank.
33:33Imagine you go to your bank's website probably three or four times a week.
33:37You're checking your balance.
33:38You're transferring funds.
33:39You're paying a bill.
33:40Well, what this baseline will do is remove that repeat visitor out of the equation and only focus on new users.
33:48So, again, meant for a client with a lot of repeat business or repeat visitorship, okay?
33:54The other two are the more common ones that we use on a regular basis as far as building client-facing reports are user sessions and page views, okay?
34:03So, user sessions is exactly what it sounds like.
34:05It is the amount of people going to an advertiser's website.
34:11They can be a repeat visitor going for the fifth time or someone brand new for the first time.
34:16Can you go back?
34:18Whoever just clicked that.
34:22Okay.
34:23And then the third and final one is, yeah, we're going forward.
34:27We need to be going backwards.
34:28The third and final one, there we go, is page views, okay?
34:31So, page views is just what it sounds like, the number of pages being consumed by those user sessions.
34:38So, for the example, Bria and myself, we would count as two user sessions if we both use or if we both view four pages each, that's eight page views.
34:48So, again, you start to understand that page views would be a much larger number than user sessions.
34:52That would be a much larger number than new user baseline, okay?
34:56So, those are the methodologies.
34:58And, again, you know, this system is designed to always help us tell that best story.
35:02So, we can, like I said, slice and dice this data to tell the best story to show the client, to prove the strength of radio and provide the ROI conversation.
35:14Okay?
35:14So, then the next portion, as we continue, is this just speaks to how important it is to have that Google Analytics connection with a client.
35:26Because you'll see here, like I said, this date range is for, you know, November, December, January.
35:33Well, you'll see here, the spot data that we have available is from January 20th of 2020.
35:40And the most up-to-date spot that we have is March 24th of 2020.
35:45So, you might ask, you know, Ryan, why are we taking into account November and December if the client didn't start advertising until January 20th?
35:52Well, because the beauty of Google Analytics, we can go back now and look at their historical website data to show, you know, build that baseline, to be able to tell the story of what you did in November, December without advertising with Beasley, and then ideally show that list of what our campaign brought to the table.
36:12Okay?
36:12So, that, again, that's the importance of Google Analytics.
36:16And nine times out of ten, this earliest web data date will be the day that the client set up Google Analytics.
36:24So, again, we can, just by connecting somebody to this platform, we can go back and view all of that historic that's only going to help us tell a better story of return on investment as we move forward.
36:34Okay?
36:35So, now we'll just get into some of the actual data here.
36:39So, the creative and radio schedule, again, majority of people have seen this.
36:43The first two sections on these reports are often optimization conversations, right?
36:47So, for creative, this is going to show a list of the individual spot title, obviously the link, the amount of visits to the client's website that this individual commercial generated within that eight-minute window, and then the amount of times that this commercial aired.
37:03So, by using our data from our post-long, obviously the airings and the spot times, we can show, on the Google Analytics side, the amount of visits that we generated in that eight-minute window.
37:15From that, we can then deduce an average of visits per airing, or VTA as we call it, to say, Mr. and Mrs. Advertiser, when you ran the spot text email, you averaged 1.38 user sessions with an eight-minute window every time you ran that commercial.
37:32When you put it in those terms, they start to be able to understand, okay, just over a person every time I run a spot, for a company like an HVAC company especially, which HVAC doesn't typically have a lot of website traffic, period, this is a great conversation to be able to have starting.
37:47Say, okay, text female did better.
37:49What was the difference between text female, text male, and affordable Spanish spot?
37:54Or was it the two stations?
37:56Again, we're having an optimization conversation with the client.
37:59We're talking them through kind of an A-B testing of their copy.
38:03We can give them, you know, advice in a next step on what to do as far as creative goes, okay?
38:10So then the next section, sorry, is radio schedule.
38:17So again, this section is an optimization conversation.
38:22You can see here kind of this running hourly tracker.
38:25This shows those eight-minute clicks.
38:27Now, we know with Google Analytics Connection that we show much more than just the click within eight-minute window, right?
38:35You know, I always encourage reps to tell the story, we're in radio, we self-frequency.
38:40We don't care if somebody comes to your website within eight minutes or eight hours.
38:44We want to show conversions, right?
38:46But this system, again, is designed to measure immediate reaction.
38:51So out of 150 spots aired, we generated 149 clicks to your website within that eight-minute window.
38:59So from this chart here, we can show the advertiser, okay, 10 a.m. was definitely your busiest hour as far as clicks within eight minutes.
39:09Now, I don't have the schedule right in front of me.
39:11Maybe this was a midday heavy schedule, but we can start to deduce and explain to the client, okay, you got huge ROI in your midday day part, but your morning drive was kind of lagging.
39:20So maybe as an optimization to the schedule moving forward, we put more eggs in the morning drive basket to try and bring up that traction as well.
39:29So, again, it's an optimization conversation that we can have with the client to optimize their campaign moving forward.
39:35But now the next part is where we really start taking a look at the overall large data, right?
39:43So the first thing I always like to look at when I'm reviewing data report for a client is this on-air versus off-air difference over here.
39:52So when you're looking at on-air, and I'll just walk you through it.
39:56So over eight days, if you look at the bottom, over eight days, the client's website generated 1,319 visits to the website for an average of 165 user sessions every day the client was on the air.
40:13That's a 677% lift or difference over those 21 visits they averaged for the days they were off the air.
40:21So we're already right now with that one chart showing the extreme value that we've brought to the table.
40:27You know, we were only on-air eight days, and we more than six times your website traffic for those days you were on the air.
40:35So then if you look over to the left-hand side under the campaign metrics, we're able to show kind of a minimum percentage of what we brought to the table as far as website traffic goes.
40:46So if you'll see that 4.84% of radio-attributed visits, those are the percentage of visits that this client received over this entire three-month period.
40:585% of those visits came within eight minutes of a commercial running.
41:02So again, we don't ever like to focus on just that eight minutes.
41:06We always want to say, you know, we sell frequency.
41:08We build brand awareness.
41:09But the bare minimum that we can take credit for in this campaign is 5% of your website traffic overall.
41:16So put that together with the extreme amount of lists that we get for the days that the client runs versus the days that they don't, we've already painted a great picture in the eyes of this client to create our value to show that return on investment.
41:29Okay?
41:30Then the next thing that I like to point out always is the new user percentage here on the left-hand side.
41:3788.77% new users.
41:39So if I'm positioning this to an advertiser, you know, 9 out of 10 people, because I love to round up, 9 out of 10 people that visited your website over this three-month period were brand new people to your website.
41:53So, Mr. and Mrs. Advertiser, we have a great tactic called site retargeting that if 9 out of 10 people are brand new to your website for the first time, we should definitely, you know, enact this tactic that we have that's going to follow people that visit your website.
42:079 out of 10 are brand new.
42:09Broadcast is doing its job.
42:10It's sending new interested prospects to your website.
42:13Let's continue to follow them around and remind them that they shopped around for something like your service.
42:20Okay?
42:21Now, the next slide is, again, something we wouldn't be able to do without this connection to Beasley Analytics, and this is what I kind of referred to earlier, is that website user sessions by month of the year.
42:32So, again, you look at November.
42:36Without Beasley, they've never advertised with us before.
42:40543 user sessions during the entire month of November.
42:44December, a total of 500 user sessions.
42:47Fast forward to January of only being on the air eight days, more than quadruple, 2,037 user sessions driven to their website, and the only change that they made is that they advertised on radio with Beasley Media Group.
43:01So, again, just by having the Google Analytics connection, we could go back and look at the historical and paint that picture and show them a real return on investment.
43:10And I know, personally, the client jumped through the roof when he saw this.
43:14So, it's a great story that we wouldn't be able to tell without that connection to the Google Analytics.
43:20Okay?
43:20Then, as we move forward in our web analytics section, we can start to look at other things like qualitative metrics.
43:29Now, each one of these sections following only focuses on new users as far as our reports go.
43:36But you saw, you know, session duration, pages per session, bounce rate.
43:40You saw that information in Maria's slide.
43:42This database, this platform, sets it up so nice and so palatable that it's so aesthetically pleasing and easy to digest for a client.
43:52So, I'll quickly walk you through here.
43:55So, the average new user to this client's website consumes 1.3 pages per session.
44:01That's the left number in that box I'm talking about.
44:03Now, we're also able to show a percentage of what the average was for pages per session as far as when somebody came within eight minutes of a spot running.
44:15So, when somebody came within eight minutes of that spot to your website, they consumed 15% more pages per session or 1.5 pages.
44:23Again, I like to say the 15% because it's a bigger number.
44:26So, moving on, you can see the session duration.
44:30Now, I don't – again, you paint the picture.
44:33You share the positives in this scenario.
44:35You can pick and choose really what you want to share.
44:37I don't necessarily see an eight-second difference in session duration to be a bad thing for an HVAC company,
44:43especially when majority of people are just going to go to the website to try and get the phone number,
44:47which is why if you look below, you'll see the bounce rate is so high.
44:51But, again, another KPI that radio is sending more interested prospects to your website is your bounce rate decreased 5%
44:59when you've got that click to your website within eight minutes of a radio spot running.
45:04So, this information all here together is telling us that Beasley is sending people who are consuming more information
45:12and they're getting past page one of your website.
45:15And this is all, you know, something we wouldn't be able to share without Google Analytics.
45:19And then the next section, as Maria alluded to, something we'll be doing more on our end once we get those relationships,
45:28these Google Goal conversions.
45:30Now, for this specific client, they wanted – one of their goals was a contact form and then whatever, you know, thank you mark.
45:36Again, this is set up on the client's end.
45:38We didn't necessarily have any conversions with an eight-minute window,
45:42but you can see the value that if this was a different client, if this was a different story,
45:46we would be able to take credit and stand by, you know, what we've provided as far as ROI goes
45:52for these clients' goals to convert for new users.
45:56As Maria said also, this is a great conversation piece that, you know,
46:01Bob McCurdy's School of Thought elevate our game.
46:03Anytime we can have a conversation about a client's goals on Google,
46:07it's just going to separate us from the rest of the pack as far as value goes in the media part.
46:15Okay?
46:16So then moving on to the next – whoops, sorry.
46:19Actually, can we go – there we go.
46:23Whoops, there we go.
46:25All right.
46:25This section here, again, without the Google Analytics connection,
46:29we wouldn't be able to share this information.
46:31We can show the top pages on this client's website that were visited by new users.
46:37So this top line, this forward slash, is their home page,
46:41and it's 99% of the time going to be the most viewed.
46:44However, in this specific case, we set up a UTM code on their website for a specific promotion.
46:50Obviously, you can see the scrub equals Beasley,
46:53and that was the second most viewed website page on this client's website.
46:58So, again, allowing us to have that evolved conversation saying, you know,
47:05188 total people clicked on this website page.
47:09Now, only 21 of them came within that eight-minute window of a spot running,
47:14but you can start to see here how the bigger picture needs to be discussed.
47:18Because if we're promoting something specific in one of our commercials,
47:22and we have 188 clicks, then 21 is not really telling the whole story if 188 people are converting.
47:30So, again, you start to have that conversation of frequency, brand building,
47:35not necessarily just an eight-minute window telling the entire story.
47:39But, again, you can start to share all of this information with clients
47:41because the majority of them that I have met with and shared this type of information,
47:45they have not dove deep enough into their own data,
47:51or they simply don't know how to be able to digest those.
47:55Okay?
47:55And then continuing forward, we're able to see top keywords that new users are using to find them.
48:02So, again, when it gets into us developing, you know, an SDM campaign,
48:06if we have all this historical data from a client,
48:10we can show them and immediately enact, you know, a keyword search or an SDM campaign
48:15using all this data that's leveraged from historical data.
48:19We don't need to kind of start with these 15 keywords and see how it goes and optimize it.
48:25We already know because of historical data that these are the ones that work best.
48:29These are the ones we should start with.
48:32Okay?
48:32And then continuing on, we're able to show search paths.
48:36So, how are new users finding your website for the first time?
48:41Obviously, the majority of the time, Google will be number one, direct to the website, number two.
48:47But you start to see how we, again, we're continuing to show in, you know, this one report,
48:53all of the specific data to the client that they're just going to see is that much more valuable.
48:58Okay?
48:58And then last but not least, we're able to show social media influence to their webpage.
49:03So, again, this is where if we have, you know, a Facebook endorsement video or a sponsored post,
49:11anything like that that we know we're doing to influence this client, we can track this number.
49:17So, again, like Facebook, we can be able to show that growth ideally month over month
49:22if we're doing a post with a job or we're doing a sponsored post or there's a contest page.
49:26Whatever it is that we're doing, we are able to track all of the performances and the direction to their website
49:33just by having the access to their Google Analytics.
49:37Okay?
49:37So, I know it's a lot of stuff that we can do.
49:40But, again, none of this would be possible without the Beasley Analytics connection to the client's Google Analytics.
49:46So, that's why, again, I encourage everybody with current clients, prospects, old clients,
49:52please work as hard as you can to get them connected because you see the depth of knowledge that we can gain
49:57just by having that simple connection.
50:00And that is all that I have.
50:03And I will pass it back to Ashley.
50:07Thank you, Ryan and Maria.
50:09That was really great information.
50:12I know it was a lot of information in one training.
50:16I'm sure you guys have questions and we want to make sure we answer all of your questions.
50:20So, we're creating an FAQ doc that's going to be housed in Beasley Academy that I'm going to share where it is in a second.
50:28So, please email me your questions and we're going to create the document and post it beginning of next week
50:33so you guys have all of your questions answered there.
50:38And I know we're over time.
50:40I just want to take two minutes to share with you some additional resources in Beasley Academy.
50:45So, we really want Beasley Academy to be your resource.
50:49So, each week we're adding content to Academy and we want to get feedback on what content you're looking for
50:55and what would be helpful in your day-to-day.
50:57So, please share any feedback with us.
50:59So, each week you'll see more content added.
51:02If you haven't been to Academy, it's academy.bebgi.com.
51:06To find today's training.
51:08So, if you go into the homepage, you'll see all courses on your left side.
51:12And then there's already a page created called Thursday Training.
51:15If you click on Thursday Training, you'll see the first one, Power of Analytics.
51:19And you'll see this recorded video once we edit it a little bit.
51:22We'll post it there.
51:24We also have a knowledge check.
51:26It's already created.
51:27Now, this four-question quiz is really to give us feedback to see if we missed anything
51:32or if we didn't spend time focusing on what was important in the training.
51:35So, please have that completed by the end of the day tomorrow.
51:38That will really help us for the next training.
51:40We'll have the FAQ document uploaded here, as well as two one-sheeters.
51:46So, I'm sure there's questions about gaining access in our process.
51:51We're going to create an easy one-sheeter for both Beasley Analytics and Google Analytics
51:56so you can understand how it works and also you can share it with your client.
52:00Ryan also has a nice tutorial video that's been created.
52:04So, we're going to post that here as well.
52:07So, you'll have all of your resource for today's training already uploaded beginning of next week
52:11in Power of Analytics under Thursday Training.
52:14A few other things since I have everyone on the call that I want to share with you guys.
52:20If you go under product training right now, Todd did a training in Detroit in January
52:26and it was a live training and Nick Rowlett took that recording
52:31and he broke it up into 11 different parts based on the content Todd was talking about.
52:36So, all 11 of those videos, they're about 5 to 10 minutes long.
52:40They're already posted under digital fundamentals in the product tab.
52:43So, check those out.
52:45And then, Simplify had a webinar a few weeks ago.
52:49Some of you may already watch this, but if you haven't, it was a good 20-minute webinar
52:53around OTTCTV that is also posted there.
52:58Other additional resources.
53:00So, Google Certification for Google Ads and then Analytics.
53:04There's a ton of courses there.
53:06So, the link is under Partner Trainings and Certifications along with the Trade Desk Edge Academy.
53:12There's about eight courses you could take.
53:14So, if you have time right now to want to hone in on some of your skills, you could take these courses.
53:19And there's a few other videos that we've added in the last 30 days.
53:24So, what I'm going to do on Monday, you're going to receive the digital download newsletter
53:29that will have all the videos that have been uploaded in the last 30 days with links.
53:34So, you could just click on them and you'll receive one of these each month
53:37so you guys don't miss what's been uploaded.