Online marketing and conceptual thinking college 6 - Measurement and Results
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Transcript of Online marketing and conceptual thinking college 6 - Measurement and Results
Online Marketing and Conceptual ThinkingLecture 6 – Measurement
Discuss the listening reportsThree top reviews
1 Jill•Perfect online examples Twitter and
•Great report for businesses
2 Eline•Great use of sources
•Good example of temperature CSR anno
2014
3 Jolieke•A great example how a listening report should
look like
•Theory with a practical approach
What to do today? - Webanalytics and conversion Optimalisation (ch. 15)
- Measurement tools
- Results
Web analytics and conversion optimalisation (ch. 15)The basics
Learning objectives• Basics of web analytics and conversion optimization
• Understand why web analytics are important to eMarketing
• Understand why conversion optimization is important to eMarketing
• Understand why tracking and data collection is important to eMarketing
• Gain an understanding of data analysis and why it is important to eMarketing
How does it work?• Web analytics and conversion optimization is about preparation
• Collecting the data
• Analyzing the data
• A website or an online campaign can be successful, if it is designed with clear goals
• The goal is intrinsically linked to the action that you want visitors to perform
• The process of achieving the ultimate goal can be broken down into several steps, called events or microconversions
Funnel analysis Event: A step a visitor takes in the conversion process
Analyzing each step in the process is called funnel analysis
Funnel: A defined path that visitors should take to reach the final objective
Funnel analysis is critical to understanding where problems in the conversion process may lie
Click path: The clicks taken by a visitor to a website in one visit
Tracking and collecting dataKey metrics:
Hit — A request to the server
Page — Unit of content
Page views — The number of times a page was successfully requested
Visit or session — An interaction by an individual with a Web site consisting of one or more page views within a specified period of time
Unique visitors — The number of individual people visiting the Web site one or more times within a period of time
New visitorRepeat visitorReturn visitorClick-through • Click-through rate Page views per visit
In practice Facebook analytics – Bit.ly
Tweetreach
Measurement toolsPractical tools to use right away!
Practice. Make a bit.ly account and examine your Twitter reachWhat are the results?
ResultsWhat are results I should focus on?
Results (ch. 19)
Concrete: show your results
Enough information Let’s start with the literature reports!
Twitter Tools• Who used some tools?
• What are the results?
Example: Example of a literature report