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Online measurement: The corporate brand and the corporate web site by Mark Hill
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Online measurement: The corporate brand and the corporate web site by Mark Hill

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Mark Hill, Principal, The Group, looks at how web analytics can be used in measuring your corporate brand reputation at our seminar 18 May 2010

Mark Hill, Principal, The Group, looks at how web analytics can be used in measuring your corporate brand reputation at our seminar 18 May 2010

Published in Business , Technology
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Transcript

  • 1. Online measurement: The corporate brand and the corporate web site
    Mark Hill
    Principal – The Group
  • 2. Drowning in data?
    Unique visitors
    Page views
    Visits
    Bounce rates
    Paths
  • 3. In one word, describe online brand measurement today
    eMarketer poll, 2009
  • 4. Revenue measures dominate
    Source: Forbes, 2009 Ad Effectiveness survey of US marketing managers
  • 5. Who are my users?
    How do / did we reach them?
    Do calls to action work?
    Did they get a favorable impression / change perception?
    How successful is the site at achieving its strategic goals?
    Online – brand owners need answers
  • 6. E-commerce (revenue-driven) measures are not suitable for brand and content driven sites ...There is no web analytics methodology to measure online corporate brands
  • 7. Solutions
  • 8. What can my web site tell me?
    User behaviour
  • 9. Behaviour metrics are used instead of revenue measures
    Dwell timeCuriosityLoyaltyFamiliarityEngagementConsumptionKinship
  • 10. Behaviour metrics can be used to measure strategic goals.
    Mission and values
    Brand stories
    Responsibility content
    Articulate the brand
    Vision
  • 11. Behaviour metrics show quality differences in site experiences
    Content owners can be made accountable for performance
  • 12. Online brand measurement exists – using behaviours
    And can applied to bring strategic rigour and accountability
    Visibility of users, their content and actions has value to corporate communicators
  • 13. Any questions?
  • 14. Gaia Insight is a division of The Group, the interactive communication agency.We specialise in behavioural web analytics and provide consultancy advice and an online analytics service.If you’d like a demonstration of the Gaia Insight online portal please contact:Paul.Greenwood@Gaiainsight.com