Strategies for integrating paid search with offline activity to improve return on investment
INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES
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Transcript of INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES
© 2008 Thomson, a part of the Thomson Corporation. Thomson, the Star logo, and Atomic Dog are trademarks used herein under license. All rights reserved.
© 2008 Thomson, a part of the Thomson Corporation. Thomson, the Star logo, and Atomic Dog are trademarks used herein under license. All rights reserved.
INTERNET MARKETING:INTEGRATING ONLINE AND OFFLINE STRATEGIES
Chapter 11Measuring and EvaluatingWeb Marketing Programs
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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THE POWER OF THE CLICKSTREAMTO PRODUCE INTERNET METRICS
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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USES OF METRICS
• Possible Site Usability Problems
• Program and Site Management Web Pages, E-Mail, Search and more Advertising Rates
• Referring Sites (Search & Social Media)
• Visitor Behavior
• Tracking Essential for Marketers Tactics Concern Some Users
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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MULTIPLE PERSPECTIVES ON EFFECTIVENESS
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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USABILITY TESTING
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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WHAT IS THE PURPOSE OF USABILITY TESTING?
Can the Visitor Successfully Perform Desired Tasks?
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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TYPES/STAGES OF USABILITY TESTING
• Concept Testing
• Prototype Testing
• Full Usability Testing
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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JACOB NIELSEN’S USABILITY LABcirca 1995
Figure 11-2
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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PARETO CURVE FOR USABILITY TESTING
Figure 11-3
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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USABILITY TESTINGCAN LEAD TO SITE REDESIGN
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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METRICS FOR RELAUNCH
Human Factors Internationalhttp://www.humanfactors.com/home/usability.aspl
http://www.hitwise.com/
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ENTERPRISE METRICS
Site Performance
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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WEB PAGE PERFORMANCE
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SITE PERFORMANCE
• IT Specialists Maintain and Tune Site
• Marketers Must Be Aware of Site
Performance > Visitor Experience
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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ENTERPRISE METRICS
Business Performance
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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MAP METRICS TO OBJECTIVES
Sample Objective Corresponding MetricsIncrease Number of Email Captures by 5% in Q1
Number of Unique VisitorsReferral SourceLength of VisitNumber of Unique Visitors to Registration Page• Number of Completed Registrations• Number of Incomplete Registrations
• Last Form Box Completed
Reactivate 10,000 Lapsed Customers in Q4
Number of Emails Sent• Reactivation Message A/BNumber of Click-Throughs A/BBounces From Reactivation Landing PageIncentive Offer Accepted
Convert 2,000 Newsletter Recipients to New Customers in Last Six Months of FY
Number of Emails Sent Monday/Friday• Product Offer A/B/CNumber of Click-Throughs M/A. . .F/CNumber of Sales M/A . . .F/CValue of Average Sale M/A. . .F/CBounces From Offer Page M/A. . .F/CHeat Map of Offer Page
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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ENTERPRISE METRICS
• Site Administered Hit Counters
• Free Services Google Analytics, HubSpot, QuantCast, etc.
• Purchased Services Server Request Log Data Coded Web Pages Customer Panel Data
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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COMPREHENSIVE METRICS SERVICES
http://www.lyris.com/media/swf/lhqtour/
http://www.omniture.com/en/products/tours
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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MANY FREE HIT COUNTERS
SIMPLE BUT USEFUL REPORTS
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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WHAT IS A SERVER REQUEST LOG?
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SERVER REQUEST LOGS RECORD
• The IP address of the requesting computer• Date and time of request• Code indicating whether request was
successful or not• Number of bytes of data transferred• Referring site• Type and version of Web browser making
request• Operating system of computer making
request
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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TRACKING WEB SITE VISITORS
• Coded Pages Also called
- Pixel Tag- Transparent gif- Web bug- Web beacon- Tracking tag- And others
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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HOW DOES IT WORK?
• A 1 x 1 Pixel Image (usually invisible)
• Used In Combination with Cookies
• Sends Data About Visitor Activities, Usually to a Marketing Services Firm
• Necessary to Trace Path Through Site
http://www.techweb.com/encyclopedia/defineterm.jhtml?term=Webbug
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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COLLECTING PANEL USAGE DATA
• Software On Panel Member’s Computer Collects Clickstream Data
• Source Of Data Known
• Can Measure Both Home & Work Usage For Same Person
• Can Collect Demographic & Lifestyle Data
• Produces Longitudinal Data
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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BASIC METRICS• Site Traffic• Hits• Impressions• Page Views
• Campaign Measures• Email Programs• Products/Offers• Search Effectiveness
• Site Audience
• Visitors
• Unique Visitors
• Identified Visitors
• Unduplicated Audience
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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AJAX-DATA LOADED IN BACKGROUND
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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ENGAGEMENT CURRENT BUZZWORD
Like Conversion- Probably Best To Define For Your Own Situation
• Nielsen – Duration of Visit
• ComScore -- Visits
• QuantCast – Affinity (Open Panel)
• Microsoft Engagement Mapping
http://diy-marketing.blogspot.com/2008/11/meaning-and-importance-of-engagement.htmlhttp://diy-marketing.blogspot.com/2008/11/measuring-engagement.html
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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NEW METRICS FOR SOCIAL WEB
Widgets, “Slide Wall”, etc/
Blog/Widget networks; Targeted packages
Impression measures for social web
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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BASIC METRICS
ALMOST INFINITENUMBER OF
SPECIFIC VARIABLES
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SELECT REPORT, TIME FRAME
Figure 11-9
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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ALMOST AN INFINITE NUMBER OF• Variables
Traffic, Audience, Campaign
• Reports By Single Variable By Multiple Variables By Day By Time By Specific Page Etc., etc., etc.
Objectives
Guide Choice of
Variables and Reports
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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PANEL DATA CAN COMPARE COMPETITORS
Figure 11-14
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EXPOSURE versus ACTION
• CPM – Cost Per Thousand Impressions
• CPA – Cost Per Action Cost Per Order Cost Per (Sales) Lead
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Question: Which Is Best? - CPM or CPA
Answer: It Depends On Objectives.
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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Reliable Metrics Are Essential To
Continued Development ofInternet Marketing.
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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MARKETERS ARE NOT CONFIDENT
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TWO GOOD BLOGS
http://www.webanalyticsdemystified.com/
http://www.kaushik.net/avinash/
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THINK FUNNEL!Sample Objective Corresponding Metrics
Increase Number of Email Captures by 5% in Q1
Number of Unique VisitorsReferral SourceLength of VisitNumber of Unique Visitors to Registration Page• Number of Completed Registrations• Number of Incomplete Registrations
• Last Form Box Completed
Reactivate 10,000 Lapsed Customers in Q4
Number of Emails Sent• Reactivation Message A/BNumber of Click-Throughs A/BBounces From Reactivation Landing PageIncentive Offer Accepted
Convert 2,000 Newsletter Recipients to New Customers in Last Six Months of FY
Number of Emails Sent Monday/Friday• Product Offer A/B/CNumber of Click-Throughs M/A. . .F/CNumber of Sales M/A . . .F/CValue of Average Sale M/A. . .F/CBounces From Offer Page M/A. . .F/CHeat Map of Offer Page
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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SOCIAL METRICS FROM PLATFORMS
Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing
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SUMMARY• Clickstream As A Powerful Source Of Data
• Usability Testing For Site Development And Improvement
• Traffic And Audience Measures For Marketing Decisions
• Tremendous Number Of Reports Available
• Matching Metrics To Objectives Essential
• Get Reliable Metrics > Use In Good Decisions
• Metrics Must Keep Pace With Change