intro to web analytics - measuring marketing roi
DESCRIPTION
• Key Terms • Google Analytics Demo • How do you optimize websites based on analytics (data driven decision making) • Omniture • Measuring SMM (sentiment, quality of visitors, buzz and engagement / authority, influence and reach) • Other toolsTRANSCRIPT
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Intro to Analytics andMeasuring Marketing ROI
Amit Klein
June ’09
www.amitklein.com
twitter.com/amitklein
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Agenda
• On Site Analytics• Key Terms
• Google Analytics
• What to optimize
• Omniture
• Offsite Analytics (Social Media)• What to measure
• How to measure
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On-Site Analytics
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Key Terms
• Bounce Rate – The percentage of visits where the visitor enters and exists the same page without visiting any other page in between
• Goal – i.e. purchase confirmation
• Funnel – The series of steps (pages) leading to a goal
• Page Depth – Average number of page views a visitor consumes before ending their session
• Click Path – The sequence of links a visitor clicks on when visiting a site
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Google Analytics Demo
• Visitors Overview
• Map Overlay
• Traffic Sources
• Content
• Setting up Goals / Funnels / Revenue
• Custom Reporting
• Segmentation
• Measurement AdWords Integration
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What metrics should you optimize?
• Visitors / Unique Visitors
• Duration
• Bounce Rate
• Traffic Source (Keywords)
• Location (Geography)
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But what about this?
“I want to see all women from Mumbai over 40 who have been to the site at least 4 times in the last 12 days who have viewed more then 10 products and bought 1”
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Omniture – The Cadillac
• Realtime• SOAP based Web services API• Video Tracking• Permissions• Automated delivery of reports• Clickmap / RevenueMap• Path flow analysis• Import external data / Integration• Segmentation – Create profiles, track certain demographic
behavior (abandoned carts, heavy purchasers)• Expensive - Starts at 2k/month
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Omniture – Clickmap / Revenuemap
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Omniture – Conversion Tracking
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Omniture – Path Flow Analysis
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Create Landing Pages
• SEO friendly to unique search terms
• Optimize content to match search terms
• Better to measure analytics / ad ROI
• Create content that matches how people are searching for your site
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Off-Site Analytics
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Measuring SMM
• Hard, very early, no one does this well
• How do you measure Reach, Authority/Influence, Engagement, Sentiment?
• The metrics you use to measure (and the tools) change constantly, depending on your objectives
• Don’t be afraid to throw out metrics or recalculate frequently.
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Measuring SMM - Reach
• Number of Friends/Followers/Fans – Facebook/Twitter– 2nd Degree relationships (number of friends of friends, etc…)
• RSS Subscriptions / Usage - FeedBurner
• Views – Compete, Alexa, Google Analytics
• http://www.xinureturns.com/
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Measuring SMM –Engagement
• Visitor Loyalty - the number of return visitors over a period of time (1 month)
• Recency - The number of return visitors over a short period of time (1 week)
• Duration - Length of time spent on site (more importantly is this number trending upwards)
• Actions - The number of actions taken on the site: downloading, posting, commenting, etc...
• Subscriptions - Number of visitors who have given you personal information
• User Actions - Comments, posts, downloads, plays, wall posts, song plays (Facebook Insights)
• Twitter DM’s and @’s
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Measuring SMM – Authority/Influence
• Public Mentions (Blogs) - Google Blog Search / Alerts
• Public Mentions (Twitter) - Twitter Search
• Public Mentions (Facebook) – Facebook Lexicon
• Incoming Links (Blogs) – Technorati, Twitalyzer, Google Webmaster Tools
• Public mentions (music plays, youtube comments, etc…) - Trendrr
• Comments about you on other sites (BackType)
• Retweets – Twitter Search
• Unsolicited Positive Responses – Twitter
• Links back to your sites – Google Webmaster Tools
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Measuring SMM - Sentiment
• Twitter Search
• Omniture - http://blogs.omniture.com/2009/02/24/implementing-twitter-data-tracking-in-omniture-sitecatalyst/
• Visible Technologies
• http://sentimentmetrics.com/
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Questions?