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Examining The Importance Of  Mobile Web Analytics In Delivering Mobile SEM By Farhad Divecha AccuraCast © 2008 AccuraCast ...
Introduction <ul><li>Name: Farhad Divecha </li></ul><ul><li>Position: Director </li></ul><ul><li>Company: AccuraCast </li>...
Contents <ul><li>Analyse  the success of mobile search activities and identify techniques to effectively track ROI. </li><...
Mobile Search Metrics <ul><li>Visitors </li></ul><ul><ul><li>Clicks, visits, unique visitors, return visitors </li></ul></...
Why Bother? <ul><li>Track return on investment </li></ul><ul><ul><li>Identify which ad platforms provide returns </li></ul...
Problems With Analytics On Mobile <ul><li>Use JavaScript </li></ul><ul><li>Rely on cookies </li></ul><ul><ul><li>Often blo...
Mobile Analytics Options <ul><li>Google AdWords </li></ul><ul><ul><li>Conversion tracking doesn’t always work </li></ul></...
Navigation Patterns <ul><li>Determine usage – where users click next </li></ul><ul><ul><li>De-emphasize unnecessary click ...
Click Paths <ul><li>Analyse conversion paths </li></ul><ul><li>Identify visitor attrition points </li></ul><ul><li>Elimina...
PPC Referrals <ul><li>Keywords & Ads </li></ul><ul><ul><li>Clicks </li></ul></ul><ul><ul><li>Conversions </li></ul></ul><u...
Landing Pages <ul><li>Dedicated pages delivering users to exactly what they looked for and guiding them toward conversion ...
Conversion Rates <ul><li>Determine via analytics & actual sales </li></ul><ul><li>Numbers often don’t tie </li></ul><ul><l...
Bounce Rates <ul><li>Review bounce rate & time spent </li></ul><ul><ul><li>Are users finding what they want? </li></ul></u...
Any Questions? Farhad Divecha Director, AccuraCast Phone: 0800 019 6813 © 2008 AccuraCast Limited – Search  Engine  Optimi...
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Examining The Importance Of Mobile Web Analytics In Delivering Mobile SEM

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Transcript of "Examining The Importance Of Mobile Web Analytics In Delivering Mobile SEM"

  1. 1. Examining The Importance Of Mobile Web Analytics In Delivering Mobile SEM By Farhad Divecha AccuraCast © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  2. 2. Introduction <ul><li>Name: Farhad Divecha </li></ul><ul><li>Position: Director </li></ul><ul><li>Company: AccuraCast </li></ul><ul><li>Skills: SEO, PPC, Mobile SEM, SMM </li></ul><ul><li>Work: </li></ul>© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  3. 3. Contents <ul><li>Analyse the success of mobile search activities and identify techniques to effectively track ROI. </li></ul><ul><li>Navigation patterns </li></ul><ul><li>Click paths </li></ul><ul><li>PPC Referrals </li></ul><ul><li>Landing pages </li></ul><ul><li>Conversion rates </li></ul><ul><li>Bounce rates </li></ul>© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  4. 4. Mobile Search Metrics <ul><li>Visitors </li></ul><ul><ul><li>Clicks, visits, unique visitors, return visitors </li></ul></ul><ul><li>Referral </li></ul><ul><ul><li>Source, keywords, ad text, cost </li></ul></ul><ul><li>Stickiness </li></ul><ul><ul><li>Page views, pages / visit, time spent </li></ul></ul><ul><li>Interaction </li></ul><ul><ul><li>Conversions, video views, subscriptions </li></ul></ul>© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  5. 5. Why Bother? <ul><li>Track return on investment </li></ul><ul><ul><li>Identify which ad platforms provide returns </li></ul></ul><ul><ul><li>Quantify value of referrers </li></ul></ul><ul><li>Improve forward strategy </li></ul><ul><ul><li>Eliminate low-ROI channels, keywords, ads </li></ul></ul><ul><ul><li>Identify SEO strategy </li></ul></ul><ul><ul><li>Stop visitor attrition </li></ul></ul><ul><ul><li>Retain audience in the long-term </li></ul></ul>© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  6. 6. Problems With Analytics On Mobile <ul><li>Use JavaScript </li></ul><ul><li>Rely on cookies </li></ul><ul><ul><li>Often blocked </li></ul></ul><ul><ul><li>Expire faster than on desktop </li></ul></ul><ul><li>Operator blocks </li></ul><ul><ul><li>Personal information </li></ul></ul><ul><ul><li>IP addresses </li></ul></ul><ul><li>Need operator cooperation </li></ul>© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  7. 7. Mobile Analytics Options <ul><li>Google AdWords </li></ul><ul><ul><li>Conversion tracking doesn’t always work </li></ul></ul><ul><li>Google Analytics </li></ul><ul><ul><li>Not 100% accurate on mobile </li></ul></ul><ul><li>Bango Analytics </li></ul><ul><li>AdMob </li></ul><ul><li>NedStat Sitestat Mobile </li></ul><ul><li>Amethon, Mobilitics, DeckStats... </li></ul>© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  8. 8. Navigation Patterns <ul><li>Determine usage – where users click next </li></ul><ul><ul><li>De-emphasize unnecessary click points </li></ul></ul><ul><ul><li>Emphasize conversion path </li></ul></ul><ul><li>Can determine site-links / 2 nd ary listings </li></ul>© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  9. 9. Click Paths <ul><li>Analyse conversion paths </li></ul><ul><li>Identify visitor attrition points </li></ul><ul><li>Eliminate barriers to conversion </li></ul><ul><li>Split test </li></ul>© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  10. 10. PPC Referrals <ul><li>Keywords & Ads </li></ul><ul><ul><li>Clicks </li></ul></ul><ul><ul><li>Conversions </li></ul></ul><ul><ul><li>Time spent </li></ul></ul>© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  11. 11. Landing Pages <ul><li>Dedicated pages delivering users to exactly what they looked for and guiding them toward conversion </li></ul><ul><li>Manual split-tests with mobile analytics </li></ul>© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  12. 12. Conversion Rates <ul><li>Determine via analytics & actual sales </li></ul><ul><li>Numbers often don’t tie </li></ul><ul><li>Most important factor in determining ROI, and hence budgets, CPC, SEO time </li></ul>© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  13. 13. Bounce Rates <ul><li>Review bounce rate & time spent </li></ul><ul><ul><li>Are users finding what they want? </li></ul></ul><ul><li>Can negatively influence Google rankings (for SEO) and ad placement (for PPC) </li></ul>© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
  14. 14. Any Questions? Farhad Divecha Director, AccuraCast Phone: 0800 019 6813 © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing
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