Web analytics basics for marketing plans
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Web analytics basics for marketing plans

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Guest lecture for USC Marshall School of Business MKT 556 Internet Marketing on 10/12/2010

Guest lecture for USC Marshall School of Business MKT 556 Internet Marketing on 10/12/2010

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Web analytics basics for marketing plans Web analytics basics for marketing plans Presentation Transcript

  • Web Analytics BasicsforMarketing Plans
    MKT 556 – Internet Marketing/Hank Wasiak
    October 12, 2010
    Dana Chinn
  • Media that can be measured
    Site metrics
    Social media metrics
    Slides: www.slideshare.net/danachinn
    Twitter: @danachinn
  • Evaluating a marketing planstarts with setting goals, objectives
    3
    Start here
    not here
    View slide
  • 4
    Newspapers
    Magazines
    Radio
    TV
    Direct mail
    Yellow Pages
    Outdoor
    Measure these…
    Publishers with display advertising
    View slide
  • …and these…
    5
    *
    Company site
    E-mail
    Video
    Buy ads on social media, too!
    *A “starting point” – doesn’t include search, lead generation, international, others. Ted Kawaja in paidContent.org, 9/28/10
  • …and don’t forget about…
    6
    WAP, or mobile web sites
    Geolocation
    Quick Response codes
    Apps for each smartphone, carrier
    Apps for tablets
  • Return On Objective:What can you measure, optimize?
    7
    The actions people take
    Are the targeted audiences aware?
    Did they come? From where? How many? Why?
    What did they do?
    Did they come back?
    Were they “engaged?”
    Company site
    And whether those actions were due to external events or your actions
    E-mail
    Video
  • 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.
  • Success is defined by the type, number of desired actions taken
    9
    e.g., rate, e-mail, comment
    Saadkamal.com
    E-commerce actions
    Content actions
  • Site metrics
    10
    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
    What people say they did
    what they think
    and
    why
    as captured by
    surveys, focus groups, social media, usability studies
  • Social media metrics
    Not only are the technologies new,
    but the metrics are as well.
    -Online Media and Marketing Association Metrics and Measurement program, June 2009
    1. Influencers
    2. Content, context, sentiment
    3. Calls to action answered
    11
  • Internal decision-making
    External marketing
    • 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
    12
    Sources for site metrics
    Census data100% of all visitors, visits, page views for all sections
    Internal dataConfidential
    OmnitureGoogle AnalyticsWebTrendsetc.
    Web Analytics Association
  • Key Performance Indicator #1: Visits
    13
    A visit is counted
    every time
    someone comes to a site
    An increase in visits? Always good.
    A decrease in visits? Always bad.
    These metrics are useful
    when put in ratios with visits, other metrics
    -- Unique visitors
    -- Page views
  • A unique visitor is really a unique computer. Unique visitors are either over-counted…
    14
  • …or under-counted.You don’t know when or by how much.*
    15
    ?
    library
    * 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.
  • An increase in page views can be good - or bad.*
    16
    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)
    ?
    * 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.
  • An increase in average time spent on site can be good - or bad.*
    17
    Bad design, navigation, site architecture?
    Lots of time spent, annoyed users
    A redesign improved usability?
    Less time spent, happier users
    ?
    * It doesn’t matter anyway….better to measure outcomes (did people do what you wanted?) than how much time people spent on your site.
  • Systems only measure the time spentin between pages on a site, so…
    18
    The time spent of a user who goes only to one page is NOT included in the time spent calculation.
    ?
    1 minute
    The time spent on the last pageof a site isn’t counted at all.
    10 minutes
    Time spent = 1 minute
    Site X
  • Generally, is your site engaging visitors?
    19
    Key Performance Indicator #2
    Visits per unique visitor
    Key Performance Indicator #3
    Page views per visit
  • 20
    Are you attracting new audiences?
    Key Performance Indicator #4
    Visits from new visitors
    vs.
    Visits from returning visitors
  • When audiences - new and returning - come, are they staying?
    21
    Key Performance Indicator #5
    Bounce rate percent of the page where
    most visits start
    A bounce: a visit with only one page view
  • 22
    Northwest Cyberton
    A name that stakeholders identify with
    Non-stakeholders
    Overall site data consists of traffic from everyone
    Southern Cyberton
    Eastern Cyberton
  • How much site traffic is from Cyberton?
    23
    Non-stakeholders
    5
    NW Cyberton
    50
    E. Cyberton
    25
    S. Cyberton
    25
  • Success is defined by goals, priorities – not totals
    24
    NW Cyberton
    E. Cyberton
    S. Cyberton
    Total
    Site
    50
    25
    25
    100
    Universe
    200
    50
    325
    75
    67%
    Penetration
    13%
    50%
    31%
  • Social media metrics – focus on influencers
    25
    Usually not you
    Do you know who they are?
    Are they following you?
    Are they interacting with you?
  • Social media: a constant stream of calls to action
    ...the true value of a network
    is measured
    by the frequency of engagement
    of the participants.
    -- Interactive Advertising Bureau Social Media Ad Metrics Definitions, May 2009
    Brands earn the trust and loyalty of their customers by listening and responding.
    --”The Maturation of Social Media ROI,” by Brian Solis, Mashable, Jan. 26, 2010
    26
  • “Engagement” differs by type of social media channel
    Sharing
    Networking
    News
    Bookmarking
    Reviews
    -- “Five essentials for social media marketing,” by Lisa Wehr, CEO/Oneupweb, iMedia Connection, July 17, 2009
    27
  • Success in social media defined by…
    28
    Number of people in the network
    The “right” people”
    The amount of engagement, activity
  • Analyze your follower profilesto assess their likelihood of engagement
    Do your followers identify with your keywords?
    29
  • Followers Look for influencers
    Review reach, churn, following/follower ratio
    30
  • The Facebook ad application only gives you people on Facebook who filled out the form.
    You don’t know
    how many:
    didn’t give details
    or
    updated their status
    or
    told the truth
    or
    aren’t in Facebook
    or...
    31
    Understand the limitations of your data sources
  • What info do you need from site registration, donation forms, offline events?
    32
    -- 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
  • Analyze content
    Review hashtags, keywords, sentiment, problems, conversations that connect people
    33
  • RT/via @handle + call to action/comment + link + #hashtag
    “Perfect” tweets are less than 120 characters
    Watch handle, hashtag sizes
    100 characters
    111 characters
    Lost the link
    34
  • “When a burst of tweets citing a particular subject or URL emerges, it’s a signaling event.”
    --RishabGhosh, co-founder of Topsy, a search engine for tweets, in “Live in the Moment,” by Clive Thompson, Wired magazine, October 2009
    35
    Is your company part of the conversationin real-time web signaling events?
  • What should your marketing plan include?
    36
    Clearly defined goals/objectives, audiences
    Company
    Program or campaign
    Site
    Social media
    Metrics that measure actions
    Company site
    Baselines, goals
    Where did you start?
    Where do you want to go?
    E-mail
    Saadkmal.com
    Video
  • Dana Chinn
    Lecturer
    USC Annenberg School for Communications & Journalism
    213-821-6259
    chinn@usc.edu
    http://www.newsnumbers.com
    http://www.slideshare.net/danachinn
    37
    Spring 2011
    Summer 2011
    News Fellowship Program
    Drew Prickett, Kevin Dugan
    Marshall MBA class of 2010
    2010 AMV News Fellows