TUG Connects 2022 Momentum

eCommerce ROI:
Importance of eCommerce
Reporting & Tools to Use
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Our Speaker

Brendan Cameron
Americaneagle.com
A M E R I C A N E A G L E . C O M AT A G L A N C E

Building Your
Digital Mindset
• 25+ Years of Experience
• 700+ Employees
• Offices Nationwide & International
• Full-Service Creative, Digital & Technology
Offerings
• Founded & Family Owned Since 1978
• Financially Stable & Debt Free

Inc. 5000 Fastest Growing Company

‘11, ‘12, ‘13, ‘15’ ‘17, ’19, ’20 & ‘21
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Core Capabilities
Americaneagle.com passionately delivers quality work, service, and growth
through a deep collaboration with clients. Serving all industries with expertise spanning
25+ years, we produce results, no matter the organization.

Web & App Experience Strategy & Digital Hosting & Client Technology AI
Development Design Insights Marketing Security Services Training Consulting

Business Goals Seamless UX ROI-Driven Strategic 24/7/365 Ongoing Training for Extensive
Achieved Created to Tell Solutions Tactics that Secure Hosting Maintenance the Latest Knowledge in Ai
Across Multiple Your Brand’s Tailored to Drive Traffic & with PCI Expertise Technologies & Machine
Platforms Story Your Business Conversations Compliance Enabling from Our Team Learning for
Continuous of Experts Business
Growth Processes
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There are 2 Reasons to

have a Website….

1.To Make Money

2. ??? _
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What is Success?
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What is Success?

100 people came to your website

5 people did what you wanted them to
do
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There is a Barrier to
Entry…
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There is a Barrier to
Entry…

…where to begin
 Tell me what you want
users to do on your site.
Is it well defined in your
UI?
Story Time
 First Steps

Get Your Data Tagged,

Filtered, and Validated.
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Technical Analytics Audit

• Are we tracking our web traffic
accurately?
• Are you stressed with data
governance?
• Is the site blocking spam bot
traffic?
• Is the site compliant with privacy
consent standard and
regulations?
• Are the site account permissions
set up correctly?
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Technical Analytics Audit

• Are you identifying internal users
from external users?
• Is tracking configured and
tested for a new site or feature
launching?
• Are we set to track e-commerce or
lead generation to validate our
marketing ROI?
• Can we identify the types of
users accessing the site
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Becoming Data Driven

Setup, Configuration,
& Strategies
Analytics Tag Reporting &
Setup Management Strategies
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Analytics Setup
• Is tracking configured and
tested for a new site/feature
launching?
• Do the right team members
have access to the right accounts
to
make good decisions?
• Are the site account
permissions
set up correctly?
• Is the site compliant with privacy
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Tag Management
• Have you uncoupled
development support from
marketing tracking efforts?
• Are multiple tracking pixels
slowing down your site for your
users?
• Are we tracking critical experience
indicators:
• All Cart Clicks
• PDF Downloads
• Scroll Depth
• Form and Cart Abandonment
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Reporting & Strategies

• Data Analysis &

Reporting
• Measurement Strategy
• Business Foundational
• Custom Dashboards
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Data Analysis & Reporting

• What can our data tell us about
our site traffic? Target customers?
Site goals and micro-goals?
• What are the friction spots in our
user’s journey from acquisition,
engagement to conversion?
• How do we leverage all this data
to get action items for marketing
& development?
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Measurement Strategy
• Designed to plan for the
Business Objective
implementation of tracking on
your website or application to help
gather meaningful data. GOAL 1 GOAL 2 GOAL 3

• From this data, you will be able to

derive valuable insights to better
achieve your business’s goals and KPI Targets
• Transactions
KPI Targets
• Sign Ups
KPI Targets
• Social Likes
• Revenue • Subscriptions • Video Views
objectives. • AOV • Form Complete • Image Shares
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Business Foundational
• Provide data supporting all
initiatives
• Configuration & building new
reporting views specifically
designed for your strategic
deliverables.
• Persona Segment Analysis to track
a specific audience segment’s
performance.
• For example:
• Buyers
• Contractors
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Custom Dashboards
• Building on set ups for Google Tag
Manager & Google Analytics
• Set up custom report screens to
include all necessary reporting
goals:
• Form submits, subscriptions,
registrations, orders, & more…
• Centralizing all data collection for
an efficient & universal view of
your site’s performance
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Tools to Use

Technology, Licenses, & Options

A Reporting Digital Maturity Journey
Google Analytics
Google Analytics gives companies rich
insights about their websites, their
audiences and their digital marketing.

Powerful, flexible and easy to use, Analytics

helps savvy marketers find the messages
and channels that earn them the best
results.

Features Available:
• Behavior / Customer Journeys
• Ecommerce / Conversions
• Demographics
• Acquisitions
• Engagement & Retention
Enterprise Search
Organized retrieval of stored data, whether
internal or external.

Enabling users to securely find across various

sources and content types.

Features Available:
• Federated Search
• AI-Based Merchandising
• AI-Based Recommendations
• Synonym Config
• Autocomplete
• User Permissions
• Keyword, Conversion, & more reporting
Hot Jar
Hotjar empowers users to gather
information about how their website or
app is being used, and why.

Features Available:
• Heat Map (Click, Scroll, Move)
• Device Views (Desktop, Tablet, Mobile)
• Session Replays
• Live Monitoring
• Data Segmentation
• Surveys (Live, Delay, Exit)
Siteimprove
Siteimprove offers the world's most
comprehensive cloud-based Digital
Presence Optimization (DPO)
software. Gain visibility to eye-
opening insights to understand,
prioritize, & optimize website
performance.

Features Available:
• Compliance Monitoring
• Accessibility Standards
• Brand Design Consistency
• Policies & Controls
Optimizely Web Experimentation
Optimizely’s leading platform offers a
complete set of digital experience
optimization technologies.

Features Available:
• AI-powered personalization and
experimentation
• A/B testing
• Multivariate testing
• Server-side testing
Google Data Studio
Data visualization software translates
data and metrics into charts and
graphs to help track business metrics
& key performance indicators (KPIs)
in real time to better understand
performance & goals.

Reports are displayed in various

formats, charts, reports, and
dashboards. Assisting to translate
quantitative data & metrics into easy-
to-understand visualizations.
Questions?
Thank You!

Brendan Cameron
[email protected]
847-699-0300