Digital Marketing Guide

Learning

DIGITAL METRICS

Define Your Digital Metrics

Measure your digital goals

Activation Retention Acquisition

Activation

What Users Do on First Time

Measurement based on :

• 10 – 30 seconds

• 2-3 page views

• 3 – 5 clicks

• 1 key feature usage

Marketing Channels :

• Affiliates• App & Widgets

• Business Development

• Blogs• Campaigns, Contests

• Direct, telephone, TV• Domains

• Email• Lowest cost

• SEM (Search Engine Marketing)

• SEO (Search Engine Optimization)• Social Media & Social Networks

• PR

Domain.com

• Click button in landing page• Register / sign up • Recommend to friends• Low bounce rate

Activation Goals

• Pages per visit• Time on site• Conversions

Key Metrics To Track

• Google Website Optimizer (A/B & Multivariate Testing)http://google.com/websiteoptimizer

• Crazy Egg (Visual Click Mapping)http://crazyegg.com

Activation Tools

Retention

How Users Come Back

Cohort Analysis :

• Distribution of visits over

time

• Rate of decay

• Effective customer lifecycle

Retention Methods :

• Automated Emails

Track open rate / CTR / Quantity

• RSS / News Feeds

Track viewed / CTR / Quantity

• Widgets / Embeds

Track Impressions / CTR / Quantity

Domain.com

• 1 – 3 visits per month• 20% open rate / 2% CTR• Long customer life cycle

Retention Goals

• Sources• Quantity• Conversions• Visitor Loyalty• Session Length

Key Metrics To Track

• Google Website Optimizer (A/B & Multivariate Testing)http://google.com/websiteoptimizer

• Crazy Egg (Visual Click Mapping)http://crazyegg.com

Retention Tools

Acquisition

How To Engage Users

Measurement based on :

• Best performing (%)

• Largest volume (#)

• Lowest cost ($)

Acquisition Methods

Marketing Channels :

• Affiliates• App & Widgets

• Business Development

• Blogs• Campaigns, Contests

• Direct, telephone, TV• Domains

• Email• Lowest cost

• SEM (Search Engine Marketing)

• SEO (Search Engine Optimization)• Social Media & Social Networks

• PR

Domain.com

Acq

uis

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nKeyword Vocabulary

Things to analyze :• Sources• Volume• Cost• Conversion

Top 10 – 100 words :

• Your products

• Customer needs

• Competitor’s products

• Misspellings

Acq

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nKey Metrics to Track

Source Google AdWords

• Quantity (#)

• Cost ($)

• Conversions (%)

Acq

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nAcquisition Tools

• Google Analytics

http://google.com/analytics

• Google Keyword Tool

http://adwords.google.com/select/KeywordToolExternal

• SEO Book Tools

http://tools.seobook.com

What’s Your Message?DIGITAL METRICS

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