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Online Communication Lesson2 / Online Measurement, Web Analytics, Internet & Social Media Monitoring & Online Research, Listening, Usability, Accessibility, Brand Awareness
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Online Communication Lesson2 / Online Measurement, Web Analytics, Internet & Social Media Monitoring & Online Research, Listening, Usability, Accessibility, Brand Awareness


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The second lesson of Online Communication. Choose your monitoring tool! Everything begins with listening. How about active listening?! Flash materials, videos and some critical pages are not included. …

The second lesson of Online Communication. Choose your monitoring tool! Everything begins with listening. How about active listening?! Flash materials, videos and some critical pages are not included. Educational use only!

Understanding the web analytics, online measurement, Internet monitoring, social media monitoring, reporting, analysis, usability, accessibility, web accessibility and brand awareness.

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  • 1. Online Communication II Online Measurement, Monitoring & Research Dr. Cem Cinlar 19.11.12Online Communication Lesson 2
  • 2. Content Online Measurement Monitoring & Research Reporting & Analysis So Lo Mo & Near Future Usability Accessibility Brand Awereness 2Online Communication Lesson 2
  • 3. Q What do we need for brand communication? What are valuable data? 3Online Communication Lesson 2
  • 4. What is big data? 4Online Communication Lesson 2
  • 5. Big Data The massive amounts of data collected over time that are difficult to analyse and handle using common database management tools. 5Online Communication Lesson 2
  • 6. Big Data 6Online Communication Lesson 2
  • 7. 7Online Communication Lesson 2
  • 8. 8Online Communication Lesson 2
  • 9. Q What is web analytics? What types of data do we use in organisations? 9Online Communication Lesson 2
  • 10. Values ? How do you understand which data must be collected? How do you analyse customer behavior? How do you decide for the next event? How fast can you reach to the customer? 10Online Communication Lesson 2
  • 11. What types of data does your organisation analyse? 11Online Communication Lesson 2
  • 12. Has your organisation paid for any other tools? 12Online Communication Lesson 2
  • 13. Does your organisation use Google Analytics? 13Online Communication Lesson 2
  • 14. Web Analytics Monitoring and reporting of visitors’ usage of pages, applications and other features on the website. Analytics is about bussiness intelligence. 14Online Communication Lesson 2
  • 15. Web Analytics Measures browser habits & traffics from Popular Pages Search Engine Referrals Entry Pages Visit Length Exit Pages Country / State / City / ISP Came From Browser Keyword Analysis System Stats 15Online Communication Lesson 2
  • 16. Web Analytics Introducing web analytics (1994-2004) - Log Analyzer was released by IPRO in 1994 Track hits of websites Gathering basic metrics (Pageviews and visits or sessions) - Marketers want to reach the results - New industry was occured 16Online Communication Lesson 2
  • 17. Web Analytics Polarisation of web analytics (2005-2009) - Google released Google Analytics (Urchin) in 2005 30% pageviews were tracking Free product - Opensource solutions like Piwik - Omniture, Core Metrics and Web Trends - Freemium industry 17Online Communication Lesson 2
  • 18. Web Analytics Web Analytics (2010-present) - Cost of storage and processing decreased dramatically - Principles of Moore and Kryder laws - New data tools Heatmapping, surveys, session based analytics A/B testing solutions - Web data measurement 18Online Communication Lesson 2
  • 19. Web Analytics Heat Map A/B Testing (F shaped pattern) 19Online Communication Lesson 2
  • 20. Web Analytics Web Analytics Actionable (2012-future) - Not only reporting function - More structured, better integrated and more focused - Actionable insights - Application of intelligence Action Funnel 20Online Communication Lesson 2
  • 21. Q What types of data can we reach on the web? 21Online Communication Lesson 2
  • 22. Web Analytics TODAY (DB Marketing) TOMORROW (Web Analytics) E-mail Marketing Perception Trends Online Behaivor Statistical Models Social Platforms AI & Demographics SaaS DB & Event & Customer Driven Research Methods Actionable insights 22Online Communication Lesson 2
  • 23. Online Measurement is about more than clicks and page views. It’s about the audience. 23Online Communication Lesson 2
  • 24. Online Measurement Following process dynamics Rapid control Eliminating questions based on sampling 24Online Communication Lesson 2
  • 25. Q Why do we listen? What is active listening? 25Online Communication Lesson 2
  • 26. Active Listening is a conscious effort to hear and understand the complete message that the person is sending and to prevent the lack of communication. 26Online Communication Lesson 2
  • 27. Active Listening - Attention - Feedback Respond (verbal or non verbal) - Judgement 27Online Communication Lesson 2
  • 28. Q Monitoring! What it is for? 28Online Communication Lesson 2
  • 29. Monitoring is the systematic and routine collection of information from projects and programmes. Monitoring is a periodically recurring task already beginning in the planning stage of a project or programme. Monitoring allows results, processes and experiences to be documented and used as a basis to steer decision-making and learning processes. 29Online Communication Lesson 2
  • 30. For To learn from experiences to improve practices and activities To have internal and external accountability of the resources To take informed decisions on the future of the initiative To promote empowerment of beneficiaries of the initiative 30Online Communication Lesson 2
  • 31. For Drive sales Manage your online marketing strategies Increase customer satisfaction Plot trends Competition Be aware of your competitors’ actions 31Online Communication Lesson 2
  • 32. Corporate - Internet and Social Media Monitoring, Reporting & Analysis - Digital PR - Online Reputation Management - Leader Communication - Online Crisis Management - Social Media Management - Sectoral Competition Analysis & Reports - CRM & Social CRM 32Online Communication Lesson 2
  • 33. Corporate Online Measurement Digital PR and PR Activities Sectoral Trends Commercials & Campaigns Digital Marketing Digital Research Sectoral Based Topic Based Brand Based Analysis for Perception Management 33Online Communication Lesson 2
  • 34. Q Which departments of the company are interested in monitoring? 34Online Communication Lesson 2
  • 35. 35
  • 36. Q What types of monitoring tools are there? 36Online Communication Lesson 2
  • 37. Tools - Global Tools - Local Tools 37Online Communication Lesson 2
  • 38. Monitoring Tools Radian 6 BoomSonar Neilsen MetricsOnline Communication Lesson 2 Sysomos 38
  • 39. ToolsClicky Google Analytics ReinvigorateOnline Communication Lesson 2 Piwik 39
  • 40. Tools GoSquared Mixpanel ShinyStatOnline Communication Lesson 2 FoxMetrics 40
  • 41. Tools Yahoo! Web Analitics Woopra StatsOnline Communication Lesson 2 FireStats 41
  • 42. Tools GoingUp! Mint Grape ChartBeat 42Online Communication Lesson 2
  • 43. Q Monitoring! Which tool is the best one? 43Online Communication Lesson 2
  • 44. Service Selection Relevant results Integration capability Spam free Reporting and quality of support Usability and functionality Analysis support Number of sites Actionable insights provider Type & features Training and consultancy Customer profiling ability Social CRM possibilities 44Online Communication Lesson 2
  • 45. Solomo ? 45Online Communication Lesson 2
  • 46. So Lo Mo - Short form of Social Local Mobile. - More mobile-centric version of the addition of local entries to search engine results. - SoLoMo emerged as a result of the growing popularity of smartphones, and provides greater local precision to search engine results than whats available via a PC. 46Online Communication Lesson 2
  • 47. 47
  • 48. 48
  • 49. Q What is user friendly website? 49Online Communication Lesson 2
  • 50. Jacop Nielsen Dr. Nielsen founded the "discount usability engineering" movement for fast and cheap improvements of user interfaces and has invented several usability methods, including heuristic evaluation. He holds 79 United States patents, mainly on ways of making the Internet easier to use. 50Online Communication Lesson 2
  • 51. Usability is a quality attribute that assesses how easy user interfaces are to use. The word "usability" also refers to methods for improving ease-of-use during the design process. 51Online Communication Lesson 2
  • 52. Quality Components Learnability How easy is it for users to accomplish basic tasks the first time they encounter the design? Efficiency Once users have learned the design, how quickly can they perform tasks? 52Online Communication Lesson 2
  • 53. Quality Components Memorability When users return to the design after a period of not using it, how easily can they reestablish proficiency? 53Online Communication Lesson 2
  • 54. Quality Components Errors How many errors do users make, how severe are these errors, and how easily can they recover from the errors? Satisfaction How pleasant is it to use the design? 54Online Communication Lesson 2
  • 55. Definitions Utility Whether it provides the features you need. Usability How easy & pleasant these features are to use. Useful = Usability + Utility 55Online Communication Lesson 2
  • 56. Q What is web accessibility? 56Online Communication Lesson 2
  • 57. Accessibility Accessibility is a general term used to describe the degree to which a product, device, service, or environment is usable to as many people as possible. 57Online Communication Lesson 2
  • 58. Accessibility The term “accessibility” is often used to focus on people with disabilities and their right of access to entities — for example, buildings, events, buses, websites, jobs, etc. — often through the use of assistive technology. 58Online Communication Lesson 2
  • 59. Web Accessibility - People with disabilities can use the Web. - People with disabilities can perceive, understand, navigate, and interact with the Web, and that they can contribute to the Web. - Web accessibility also benefits others, including older people with changing abilities due to aging. 59Online Communication Lesson 2
  • 60. Encompasses Visual, auditory, physical, speech, cogni tive, and neurological disabilities. 60Online Communication Lesson 2
  • 61. 61
  • 62. Q What is brand awareness? 62Online Communication Lesson 2
  • 63. Brand Awareness - Increase sales and income - Attract new customers - Encourage repeat purchases - Well known and is easily recognizable. - Differentiating the product 63Online Communication Lesson 2
  • 64. What do we need? - Identifying and understanding target customers - A company name, logo, and slogans - Adding value through packaging, location, service, special events, etc. - Advertising, PR, After-sale follow-up and CRM 64Online Communication Lesson 2
  • 65. 65
  • 66. Thank you. Please kindly find the presentation at 66Online Communication Lesson 2