Transcript of DMK – week 6. Topics week 6 Tio Minor Digital Marketing Performance management; Online Research;...
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DMK week 6
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Topics week 6 Tio Minor Digital Marketing Performance
management; Online Research; User Generated Reviews; Social
monitoring among other HootSuite, Tweetdeck, Klout.com, Social
mention; Funnelanalyse/clickpath analysis; Eye tracking; A/B
testing; Multivariate testing; Rating/poll; Web Statistics Google
analytics; Facebook Insights; WordPress statistics; Other social
media and statistics.
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Minor Digital Marketing Performance Management Performance
management: the process of evaluating performance based on online
research; The outcome is related to the strategy: KSF, KPI, targets
The analyses provides information for adjusting, continuation and
extending actions; Performance management provides direction to a
company; Modern management is based on measuring performance.
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Minor Digital Marketing Performance Management Performance
management is set up based on objectives, KSF, KPI, Targets en
actions; Performance Management is a management information system
providing a helicopter view en direction
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What is the situation.. Minor Digital Marketing
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What is the situation.. Minor Digital Marketing
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Take into account.. Minor Digital Marketing
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Caution when measuring....
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Take into account.. Minor Digital Marketing
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Measuring: where do we stand?
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What is our situation? Minor Digital Marketing
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Take into account.. Minor Digital Marketing
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Take into account.. Minor Digital Marketing
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Take into account.. Minor Digital Marketing
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1.Formulating measuring objectives 2.Deploying applicable
methods 3.Internet is eminently the medium for starting
conversations with the (potential) customers Stimulate reaction,
opinion. reviews and commitment Research methods Minor Digital
Marketing
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Quantative research Web statistics A/B test and multivariate
test (online) Survey Qualitative research User test (usability)
Registering eye movements (eyetracking) Social media Customer
assessments and feedback Research methods Minor Digital
Marketing
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Research methods Usability, eye tracking Expert research; Tips,
comments an review of visitors; Benchmarking Behavioral targeting
Minor Digital Marketing
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DashboardIntegrationSources Web statistics Surveys Usability
tests Visitor feedback Financial administration Expert research
Management based on Measuring Minor Digital Marketing
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Online reserach User generated review Qualitative analyses What
is the content of the message? What is the value of the message to
a reader? What are the visitors comments? What is the rating? What
is the follow up action/behavior? CT postpone ignore What is the
added value to the company/product? Does the analyses match to
similar reviews on othe channels?
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Social monitoring Minor Digital Marketing Google Alerts Google
News Trendpedia SocialMediaCheck.nl Klout.com Clipit Yahoo! Pipes
Hootsuite Tweetdeck
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Minor Digital Marketing Alerts en News
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Minor Digital Marketing Trendpedia
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Minor Digital Marketing Social Media Monitoring
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Minor Digital Marketing Social Media Monitoring
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Minor Digital Marketing Social Media Monitoring
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Minor Digital Marketing Social monitoring
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Minor Digital Marketing Funnel (clickpath) analysis Efflux of
the customer journey and online customer life cycle
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Minor Digital Marketing Funnel (clickpath) analysis Also in
Google analytics
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Minor Digital Marketing Funnel (clickpath) analysis Alsoin
Google analytics And more
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Prototype test Online test Usability testing Minor Digital
Marketing
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Usability testing Minor Digital Marketing
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Usability testing Minor Digital Marketing Usability testing is
one the most important actions to provide good content with added
value to a visitor. Positive for bounce rate and engagement.
Testing is blind or instructed; Blind > intuitive providing
organic result. Instructed > focus on functionalities Combined
> deepen knowledge Online user testing Panel; Lab testing The
USER is always right..
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Usability testing Minor Digital Marketing Create a test plan;
What are the objectives of the test: Site; Campaign; Landing page;
Process phases in the e-commerce flow; functionalities Compile a
list with tester characteristics for selection of testers; Compile
a list with (benchmark) criteria for controlled testing; Provide
transparent instructions to a tester; Test blind online
(experiment, a/b en multivariate testing) supporting the
reliability of the research The USER is always right....so testing
is actually listening l and acting to win success!
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Objectives of homepage: Quick access to flight info Branding
Minor Digital Marketing Usability testing
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Eye Tracking Minor Digital Marketing
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Eye Tracking Minor Digital Marketing
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Eye Tracking Minor Digital Marketing
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Eye Tracking Minor Digital Marketing
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Which Homepage Sold More Homebrew Beer Kits During the
Holidays? (Traffic Was Mainly PR-Driven.) Version B converted an
average of 18.7% more sales from Nov 22-Dec 15th 2011; but, from
Dec 16-Dec 23rd, it did even better, averaging 60.7% higher
conversions than Version A. The only difference between the two
Versions was the headline and body copy (or lack thereof) in the
homepages main panel. Although in hindsight, it makes sense to
adjust your copy length and benefits for your seasonal visitors
perspective, the idea was a huge point of contention between the
sites execs, some of whom hated the winning version before they saw
the results data. Now, their 2012 design plans include tweaked
homepage versions for all major holidays from Valentines Day on. B
A A/B testing Minor Digital Marketing
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Landing Page A/B Test: Which Version Increased Wedding Registry
Sign-ups from 3% to 6%? Version A without top navigation netted
100% more conversions visitors who signed up for a free wedding
registry account that the version with the navigation bar. Key: the
test only ran on registry landing page. Traffic came from a wide
array of sources, including Facebook ads, Google AdWords and SEO.
The site didnt run the test on a homepage, category pages or other
pages that a regular shopper would encounter. Thats important
because while reducing distractions can often help focused offer
page results, it may be disastrous store-wide. B A A/B testing
Minor Digital Marketing
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A/B testing Minor Digital Marketing Also Google Analytics:
Experiment where two varieties can be tested real time. Google
offers random page to searches and provides information on the best
results. Thanks to Tiostudent Daan van Boerdonk
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A/B testing (experiment) in Google Minor Digital Marketing
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Multivariate testing More than two varieties
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Minor Digital Marketing Rating/Poll Quick and dirty research
through the internet and user interactivity
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Minor Digital Marketing Online Survey
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The use of Google Analytics is free and closely connected to
Google Adwords Minor Digital Marketing Web Statistics
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Google Analytics: From what countries do my visitors originate?
Minor Digital Marketing Web Statistics
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Google Mobile: Analytics have been extended with info about the
mobile devices of the visitor Minor Digital Marketing Web
Statistics
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Measuring social media and Facebook Insights Minor Digital
Marketing
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Other social statistics Most social applications provide
statistics like Pinterest
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Researching the use of correct search words? Minor Digital
Marketing