Workshop Google Analytics (Basics, UTM-parameters and Goals)
Web analytics basics for marketing plans
-
Upload
dana-chinn -
Category
Business
-
view
2.021 -
download
1
description
Transcript of Web analytics basics for marketing plans
![Page 1: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/1.jpg)
Web Analytics Basicsfor
Marketing Plans
MKT 556 – Internet Marketing/Hank WasiakOctober 12, 2010
Dana Chinn
![Page 2: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/2.jpg)
• Media that can be measured
• Site metrics
• Social media metrics
Slides: www.slideshare.net/danachinnTwitter: @danachinn
![Page 3: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/3.jpg)
3
Evaluating a marketing plan starts with setting goals, objectives
Start here
not here
![Page 4: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/4.jpg)
4
Measure these…
Newspapers
MagazinesRadio TVDirect mail Yellow
PagesOutdoor
Publishers with display advertising
![Page 5: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/5.jpg)
5
…and these…
*
*A “starting point” – doesn’t include search, lead generation, international, others. Ted Kawaja in paidContent.org, 9/28/10
Company site
Video
Buy ads on social media, too!
![Page 6: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/6.jpg)
6
…and don’t forget about…
Apps for each smartphone, carrier
Apps for tablets
WAP, or mobile web sites Geolocation
Quick Response codes
![Page 7: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/7.jpg)
7
Return On Objective:What can you measure, optimize?
The actions people take
Company site
Are the targeted audiences aware?Did they come? From where? How many? Why?What did they do?Did they come back? Were they “engaged?”
And whether those actions were due to external events or your actions
Video
![Page 8: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/8.jpg)
Is this site successful?
8
Our site has 5,000 monthly unique visitors.
Last Tuesday our site got 20,000 page views.
The average time spent on our site last week was 24 minutes.
![Page 9: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/9.jpg)
9
Success is defined by the type, number of desired actions taken
Content actions
E-commerce actions
Saadkamal.com
e.g., rate, e-mail, comment
![Page 10: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/10.jpg)
10
What people say they did
what they thinkand
why
as captured by surveys, focus groups, social media, usability studies
Site metrics
1. Behavioral research
What people did when they came to your site,as captured by
an action taken on a keyboard or mouse
2. Attitudinal research
![Page 11: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/11.jpg)
11
Not only are the technologies new, but the metrics are as well. -Online Media and Marketing Association Metrics and Measurement program, June 2009
Social media metrics
1. Influencers
2. Content, context, sentiment
3. Calls to action answered
![Page 12: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/12.jpg)
12
• Panel dataActivity from a sample of self-selected people. Only total site data for a limited number of sites.
• External dataUsed by agencies to compare sites
• comScoreNielsenCompeteetc.
• Interactive Advertising Bureau
Internal decision-making External marketing
Sources for site metrics
• Census data100% of all visitors, visits, page views for all sections
• Internal dataConfidential
• OmnitureGoogle AnalyticsWebTrendsetc.
• Web Analytics Association
![Page 13: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/13.jpg)
13
Key Performance Indicator #1: Visits
A visit is counted
-- Unique visitors
-- Page views
every time someone comes to a site
An increase in visits? Always good.A decrease in visits? Always bad.
These metrics are usefulwhen put in ratios with visits, other metrics
![Page 14: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/14.jpg)
14
A unique visitor is really a unique computer. Unique visitors are either over-counted…
![Page 15: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/15.jpg)
15
…or under-counted.You don’t know when or by how much.*
* It doesn’t matter anyway….better to measure outcomes (did people do what you wanted?) than the number of people who came to your site.
library
?
![Page 16: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/16.jpg)
16
An increase in page views can be good - or bad.*
* It doesn’t matter anyway….better to measure outcomes (did people do what you wanted?) than the number of pages people went to when they came to your site.
Bad design, navigation, site architecture? Lots of page views, annoyed users
A redesign improved usability? Fewer page views, happier users
Content that should be there but isn’t? Lots of page views, annoyed users
Dynamic content? Fewer page views, happier users (probably)
?
![Page 17: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/17.jpg)
17
An increase in average time spent on site can be good - or bad.*
* It doesn’t matter anyway….better to measure outcomes (did people do what you wanted?) than how much time people spent on your site.
Bad design, navigation, site architecture? Lots of time spent, annoyed users
A redesign improved usability? Less time spent, happier users?
![Page 18: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/18.jpg)
18
Systems only measure the time spent in between pages on a site, so…
The time spent of a user who goes only to one page is NOT included in the time spent calculation. ?
The time spent on the last pageof a site isn’t counted at all.
1 minute
10 minutes
Site X
Time spent = 1 minute
![Page 19: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/19.jpg)
19
Generally, is your site engaging visitors?
Page views per visit
Visits per unique visitorKey Performance Indicator #2
Key Performance Indicator #3
![Page 20: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/20.jpg)
20
Are you attracting new audiences?
Visits from new visitors
Visits from returning visitors
Key Performance Indicator #4
vs.
![Page 21: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/21.jpg)
21
When audiences - new and returning - come, are they staying?
A bounce: a visit with only one page view
Bounce rate percentof the page wheremost visits start
Key Performance Indicator #5
![Page 22: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/22.jpg)
22
Overall site data consists of traffic from everyone
Northwest Cyberton
Southern Cyberton
Eastern Cyberton
Non-stakeholders
A name that stakeholders identify with
![Page 23: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/23.jpg)
23
How much site traffic is from Cyberton?
NW Cyberton 50
E. Cyberton 25
S. Cyberton 25
Non-stakeholders 5
![Page 24: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/24.jpg)
Success is defined by goals, priorities – not totals
24
NW Cyberton
E. Cyberton
S. Cyberton
Total Site
Universe
50
25 25
100
67%
200
50
325
Penetration
75
13%
50%
31%
![Page 25: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/25.jpg)
25
Social media metrics – focus on influencers
Do you know who they are? Are they following you? Are they interacting with you?
Usually not you
![Page 26: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/26.jpg)
26
Social media: a constant stream of calls to action
Brands earn the trust and loyalty of their customers by listening and responding.
-- Interactive Advertising Bureau Social Media Ad Metrics Definitions, May 2009
...the true value of a networkis measured by the frequency of engagement of the participants.
--”The Maturation of Social Media ROI,” by Brian Solis, Mashable, Jan. 26, 2010
![Page 27: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/27.jpg)
27
“Engagement” differs by type of social media channel
-- “Five essentials for social media marketing,” by Lisa Wehr, CEO/Oneupweb, iMedia Connection, July 17, 2009
Sharing
Networking
News
BookmarkingReviews
![Page 28: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/28.jpg)
28
Success in social media defined by…
Number of people in the network
The “right” people”
The amount of engagement, activity
![Page 29: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/29.jpg)
29
Do your followers identify with your keywords?
Analyze your follower profilesto assess their likelihood of
engagement
![Page 30: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/30.jpg)
30
Followers Look for influencers Review reach, churn, following/follower ratio
![Page 31: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/31.jpg)
31
The Facebook ad application only gives you people on Facebook who filled out the form.
You don’t know how many: didn’t give detailsorupdated their statusortold the truthoraren’t in Facebookor...
Understand the limitations of your data sources
![Page 32: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/32.jpg)
32
What info do you need from site registration, donation forms, offline events?
-- Name-- E-mail-- Zip code-- Stakeholder type as granular, specific as needed based on your priorities
Example: Not just “Parent” but also year-of-birth of children enrolled in Philadelphia public schools
![Page 33: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/33.jpg)
33
Analyze content
Review hashtags, keywords, sentiment, problems, conversations that connect people
![Page 34: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/34.jpg)
34
RT/via @handle + call to action/comment + link + #hashtag
“Perfect” tweets are less than 120 characters
Lost the link
Watch handle, hashtag sizes
100 characters 111 characters
![Page 35: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/35.jpg)
35
“When a burst of tweets citing a particular subject or URL emerges, it’s a signaling event.”
--Rishab Ghosh, co-founder of Topsy, a search engine for tweets, in “Live in the Moment,” by Clive Thompson, Wired magazine, October 2009
Is your company part of the conversationin real-time web signaling events?
![Page 36: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/36.jpg)
36
What should your marketing plan include?
Clearly defined goals/objectives, audiencesCompany Program or campaign Site Social media
Company site
Saadkmal.com
Metrics that measure actions
Baselines, goalsWhere did you start?Where do you want to go?E-mail
Video
![Page 37: Web analytics basics for marketing plans](https://reader034.fdocuments.net/reader034/viewer/2022051818/54c1df1b4a795972618b4605/html5/thumbnails/37.jpg)
37
Dana ChinnLecturerUSC Annenberg School for Communications & Journalism
http://www.newsnumbers.comhttp://www.slideshare.net/danachinn
Spring 2011
Summer 2011
Drew Prickett, Kevin DuganMarshall MBA class of 2010 2010 AMV News Fellows
News Fellowship Program