online marketing effectiveness report

Marketing Effectiveness Report & Social Media Audit

(As on September 26th)

Contents

1. Traffic Data analysis

2. Web Mention analysis

3. Share of voice:

Client

Competitors

4. Summary

Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents

Traffic Data Analysis


Visits

Of the total of 1312 visits during this period, 764 (58.23%) were absolutely unique visits. 548 (41.77%) of visitors visited the website more than once.58%

42%

VISITS

Unique

Repeat

What is a Visit? A period of interaction between a visitor's browser and a particular website, ending when the browser is closed or shut down, or when the user has been inactive on that site for a specified period of time.


Bounce rate & Time on site

The percentage of users repelled at the homepage. This is an indication of the navigationexperience of the website and how many usersare prompted to view inner pages of the website.A safe bounce rate is below 30%.

00:01:18

Avg. Time on Site

12.42%

Bounce Rate

Time on site is one way of measuring visit quality.If visitors spend a long time visiting your site,they may be interacting extensively with it.

Average time on site is low at 1 minute and 18 seconds

Bounce rate is very low at 12.42% of total visits.


Segmentation of site audience - Map Overlay

59%

28%

5%

2%6%

India

United States

United Kingdom

United Arab Emirates

Others

Country/Territory

Map overlay measures traffic volume (visits, page views) as well visitor quality (page views per visit, conversion rates, per visit value, etc) metrics by geographic region. The location data is based on the visitors' IP address.


Segmentation of site audience - Map Overlay

378

128

90

67

50

3221

City (India)

Mumbai

Other

Bangalore

Chennai

New Delhi

Pune

Hyderabad

Map overlay measures traffic volume (visits, pageviews) as well visitor quality (pageviews per visit, conversion rates, per visit value, etc) metrics by geographic region. The location data is based on the visitors' IP address.


Page views

Page views for all visitors are 4356. On an average, the number of pages viewed per useris 3.30 pages per visit.

101

94

156

139

200

142

150 148

74

95

173175

230

149

81

97

121

163

188

122123

166

59

123

184

169

179

276

103

45

78

0

50

100

150

200

250

300

27

-Au

g-1

0

28

-Au

g-1

0

29

-Au

g-1

0

30

-Au

g-1

0

31

-Au

g-1

0

01

-Sep

-10

02

-Sep

-10

03

-Sep

-10

04

-Sep

-10

05

-Sep

-10

06

-Sep

-10

07

-Sep

-10

08

-Sep

-10

09

-Sep

-10

10

-Sep

-10

11

-Sep

-10

12

-Sep

-10

13

-Sep

-10

14

-Sep

-10

15

-Sep

-10

16

-Sep

-10

17

-Sep

-10

18

-Sep

-10

19

-Sep

-10

20

-Sep

-10

21

-Sep

-10

22

-Sep

-10

23

-Sep

-10

24

-Sep

-10

25

-Sep

-10

26

-Sep

-10

Pageviews

Pageviews


Browser capabilities

42%

25%

20%

12% 1%

Browser

Internet Explorer

Firefox

Chrome

Safari

Others

Which browsers do your visitors use? Optimizing the site for the appropriate technical capabilities helps make your site more engaging and usable and can result in higher conversion rates.


Screen resolutions

Which screen resolutions do your visitors use? This should be kept in mind while designing the website.

382

271

188

126

53 5333

24 24 20 13 10 10 10 9 9 8 7 4 4 4 3 3 3 2 2 2 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 10

50

100

150

200

250

300

350

400

450

12

80

x80

01

44

0x9

00

10

24

x76

81

36

6x7

68

11

52

x72

01

28

0x1

0…

19

20

x12

…1

26

7x7

92

16

80

x10

…1

28

0x7

68

16

00

x90

01

02

4x6

00

12

80

x96

08

00

x60

01

02

4x6

40

12

80

x72

01

92

0x1

0…

11

52

x86

41

09

3x6

14

13

07

x73

53

20

x39

61

02

4x8

19

13

60

x76

81

44

0x9

60

11

31

x63

61

60

0x1

2…

48

0x3

60

98

3x7

37

10

24

x57

61

08

0x6

33

11

06

x82

91

11

7x6

28

11

17

x89

41

14

0x6

41

11

43

x67

01

17

0x7

31

11

92

x67

01

35

0x8

10

13

50

x84

41

37

6x7

74

13

82

x86

41

40

0x1

0…

14

41

x81

01

51

8x8

57

15

36

x86

41

60

0x1

0…

16

19

x91

02

40

x32

02

56

0x1

4…

32

00

x12

…

Screen resolutions

Visits


Network Properties

Which connection speeds are your visitors using? Optimizing the site will load it quickly for most visitors and can result in better navigation.

48%

33%

11%

7% 1%

Connection Speed

Unknown

DSL

Cable

T1

Dialup


Mobile Devices

50%

20%

20%

10%

Mobile Operating System

iPhone

BlackBerry

SymbianOS

iPad

Which mobile operating systems do your visitors use? This should be kept in mind while optimizing the site for mobile devices.


Traffic Sources - Overview

44%

42%

14%0%

Search Engines

Direct Traffic

Referring Sites

Other

This report provides an overview of the different kinds of sources that send traffic to the client's site."Direct Traffic" is visits from people who typed your site URL directly into their browser."Referring Sites" shows visits from people who clicked to your site from another site."Search Engines" shows visits from people who clicked to the client's site from a search engine resultpage


Traffic Sources – Direct traffic (553 visits)

"Direct Traffic" is visits from people who clicked a bookmark to come to your site or who typed your site URL directly into their browser.

42.15%of total visits

3.40Pages/Visit

Site Avg: 3.29 (3.31%)

00:01:23Avg. Time on Site

Site Avg: 00:01:18 (7.08%)9.04%Bounce Rate

Site Avg: 12.42% (-27.22%)

40.51%% New Visits

Site Avg: 49.54% (-18.24%)


Traffic Sources – Referring traffic

How do the people referred from other sites compare to the "average" visitor to your site? The graph shows the overall trends in traffic volume from referrals.

3419

1711

98

66

555

44

322

0 5 10 15 20 25 30 35 40

vilcap.com

piramalfellowship.org

fundoodata.com

delicious.com

csopartners.org.in

iccaustin.org

icatsprogram.com

alliancemagazine.org

Top Referring sites

Visits


Traffic Sources > Search > Keywords

How do the people referred from other sites compare to the "average" visitor to your site? The graph shows the overall trends in traffic volume from referrals.


100

60

50

50

45

45

40

30

30

25

20

20

20

20

15

15

15

15

0 20 40 60 80 100 120

foundation

charity

grants

volunteer

red cross

salvation army

goodwill

donation

grant

fundraising

charities

freecycle

habitat for humanity

unicef

donate

heritage

relief

sudan

Top Keywords

Visits

Content – Top pages

1437

253

229

227

224

Top Pages

/intro.htm (Home page slide show)

/intro4.htm(Home page slide show)

/par1.htm(Home page testimonials)



This chart provides an overview of page view volume and lists the pages (Top Content) that were most responsible for driving page views.


Content – Page title

Which are the most commonly viewed groups of pages on your site (grouped by title), and how are they used? This report provides the same information that is in the "Top Content" report, but aggregated by title tag value.

Page Title Page viewsUnique Page

viewsAvg. Time on Page Bounce Rate (%) % Exit

Intro 1 4062 3671 29.91 0.10 0.30

Intro 2 40 28 99.15 0.00 0.33

Intro 3 35 28 53.71 0.25 0.40

Intro 4 26 21 81.43 0.73 0.46

Intro 5 22 19 93.45 0.75 0.50

About us 22 19 92.09 1.00 0.50

Contact us 18 14 98.86 0.50 0.22

Services 17 15 341.82 0.33 0.35


Content – Top landing pages

How effectively do your landing pages entice visitors to click further into your site? We can lower bounce rates by tailoring landing pages to their associated ads and referral links and placing a clear call-to-action on each landing page.


Page Title Page viewsUnique Page

viewsAvg. Time on Page Bounce Rate (%) % Exit

Intro 1 4062 3671 29.91 0.10 0.30

Intro 2 40 28 99.15 0.00 0.33

Intro 3 35 28 53.71 0.25 0.40

Intro 4 26 21 81.43 0.73 0.46

Intro 5 22 19 93.45 0.75 0.50

About us 22 19 92.09 1.00 0.50

Contact us 18 14 98.86 0.50 0.22

Services 17 15 341.82 0.33 0.35

Web Mention Analysis


Official website analytics

» Official website: Client website

» Global Traffic Rank: 2,095,518

» Global Traffic Rank Status: LOW

» Optimum Global Traffic Rank Range: <50,000

» Highest traffic from: India

» India Traffic Rank: NA

» Sites linking in: 22

» Click Stream:

› Upstream : google.com

› Down Stream: google.com


Official Website Analytics

» Official blog: client's blog

› Latest post – April 28, 2008

› Technorati authority rating – NA

» Official Tweeter: http://twitter.com/redigital

› Latest tweet – 88

› Following – 29

› Followers –100

» Official Facebook Page: http://www.facebook.com/pages/redigital

› No. of fans – 173

› Last post – September 24th 2010


http://twitter.com/

http://twitter.com/

http://www.facebook.com/pages/

http://www.facebook.com/pages/

Share of voice


Platform MentionsPercentage of total

mentions

Blogs 82 46.06%

Twitter 49 27.52%

News websites 45 25.28%

Forums 02 1.14%

Total 178 Mentions 100%

Influencers

7

5

7

6

6

5

5

4

Top Influencers - Authority

www.nextbillion.net

www.thinkchangeindia.org

celebrityoopsstyles.com

blog.acumenfund.org

microfinanceafrica.net

currentnewsindia.com

thebusinessage.com

beyondprofitmag.com


Tweets

4.48

32169

17173

Average Authority

Followers

Following

49Total Tweets

Twitter Acquisition

Index

656.51

The Redigital Twitter Acquisition Index is a measureof dividing the total number of followers by the totalnumber of tweets of a tweeter. The index representshow interesting or ‘viral’ (potential to spread) thetweets of a tweeter are.


News

Fig: News sources which mention the search query most often and have an authority score of at least 3.

6

211

1

1

1

1

11

Top sources of News

indiatimes.com

moneycontrol.com

ndtv.com

hindustantimes.com

sify.com

dnaindia.com

hindu.com

forbes.com

csmonitor.com

ibnlive.in.com


Blog mentions

3.10

27.75

Male

AverageAuthority

Average Age

Over-represented Gender

82Total Mentions


Sentiment

65

Positive

00SentimentNegative

111

Neutral


Share of voice – The Client and Competitors


Share of Voice - Blogs


Share of Voice - Blogs

47%

6%

22%

7%

4%

14%Client

Competitor 1

Competitor 2

Competitor 3

Competitor 4

Competitor 5

Share of Voice - News


49%

4%10%

20%

11%

6%

Client

Competitor 1

Competitor 2

Competitor 3

Competitor 4

Competitor 5

Share of Voice - News

Share of Voice - Twitter


32%

9%

26%

5%

18%

10%

Client

Competitor 1

Competitor 2

Competitor 3

Competitor 4

Competitor 5

Share of Voice - Twitter

Summary

» Site Analytics

– Lack of adequate link-backs (only 22 sites linking in).

– Upstream (traffic to the website) traffic is direct and by search.

» Social media

– Gap in Facebook activity in the last month.

– Gap in Twitter in the last month.

– Posts on Facebook and Twitter follow an unidirectional ‘news update’ and ‘respond to answers’ format as compared to a conversational approach.

» Visits:

– As 58.23 % of the visitors are absolutely unique. Activities can be planned to convert them into repeat visitors

» Time on site:

– Average time on the site is low at 1 minute and 18 seconds

» Bounce rate:

– Bounce rate is very low at 12.42% of total visits which indicates that visitors like to navigate through the website rather than taking an exit from the homepage itself

» Demographics:

– Most of the visits are from India and from Mumbai.

» Internet explorer is the widely used browser.

» 1280x800 is the widely used screen resolution amongst the visitors followed by 1440x900 and 1024x768.

» I-phone is the widely used device for viewing the website.


Summary

» Traffic sources:

– Most of the traffic to the client’s website is from Search engines and Direct traffic.

– The keywords foundation, charity, grants are the most searched keywords which reflects directly on the traffic source i.e. Search engines.

» Top landing pages:

– Top landing pages viewed are all individual parts of the home page flash presentation and JavaScript testimonials. This is just an error due to the method of development of the website.

» Top exit pages:

– Top exit page should generally be a “Thank you” or any other goal page

– In contrast, a large number of exits from a non-goal page i.e. Home page may indicate that the page is confusing or that it generates user errors.

» Blogs:

– 46% of the mentions of the client are in Blogs followed by forums and Social Media.

– These blogs can be prioritized and targeted systematically

– Average authority ranking of blog mentions is 3.10 which mean the overall influence and reach of the client on Blogs is comparatively low.

» Influencers:

– Influencer website like blog.acumenfund.org, thinkchangeindia.org etc… are the drivers of the conversations..


Summary

» Twitter:

– Redigital’s Twitter Acquisition Index shows that all the tweeters that mentioned the client were relevant and had 32169 followers collectively

– Twitter Acquisition Index for the client is 656.51.

» News:

– Top sources of news indicate that high authority sites like indiatimes.com moneycontrol.com etc… are talking about the client.

» Sentiment:

– There are no overtly negative mentions about the client on the web and most mentions are positive and neutral.

» Comparison:

– Competitor is leading with 43% in terms of overall Share of Voice in blogs, news and twitter.

– The client's share of voice is low in every platform


Summary and Key Steps ForwardSummary

1. Lack of adequate link-backs

2. 58.23 % of the visitors are absolutely unique.

3. Average time on the site is low at 1 minute and 18seconds

Steps Forward

1. Link back from the influencer’s site to improve SEO

2. Optimization of the website and blog by:

› Direct marketing activities

› Social media engagement

3. Adding relevant media to the website like usingaudio clips, video clips or other types of media suchas small browser games etc…

› Showing related articles at the end of thepage. It can also collect information on whatother pages the visitors go to from thatspecific page and we can link to those.

› Using a static box or a section to push mostpopular pages of the website which is visiblesite wide. The visitor will be curious to checkthem and will spend more time on the site.



4. Most of the visits are from India and from Mumbai

5. Most of the traffic to the client's website is coming from Search engines and Direct traffic

6. A large number of exits from a non-goal page i.e. Home page

7. 46% of the mentions of the client are in Blogs followed by forums and Social Media. Average authority ranking of blog mentions is low at 3.10

Steps Forward

4. There is an opportunity of Geo targeting through SEM

5. Keywords like foundation, charity, grants are the most searched keywords which reflects directly on the traffic source i.e. Search engines. These keywords could be helpful in planning a SEM campaign.

6. A better navigation structure and a sitemap to be devised.

7. The client's official blog should be updated and content around the keywords should be posted to engage the users and increase reach



9. Influencer website like blog.acumenfund.org, thinkchangeindia.org etc… are the drivers of the conversations

10. Top sources of news indicate that high authority sites like indiatimes.com moneycontrol.com etc… are talking about the client.

Steps Forward

9. Link back from their site and following them on relevant platforms can help increasing visibility of the brand and SEO. Also, these influencers should be leveraged in order to increase conversations around the client

10. Link back from these sites in the form of a news and updates section dedicated on the website.

</thank you>

online marketing effectiveness report

Technology

traffic data analysis2

location data

web mention analysis3

clients site

site url

traffic sources overview

visitors browserand

repeat of visitors