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
    • 4
      Newspapers
      Magazines
      Radio
      TV
      Direct mail
      Yellow Pages
      Outdoor
      Measure these…
      Publishers with display advertising
    • …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