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Reporting the Right Data, The Right Way

by Mike P.

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Prepared for SES Chicago 2011 (#seschi). Presented in the "How to Show Your Wins at Search Marketing with Web Analytics" session.

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Reporting the Right Data, The Right Way Presentation Transcript

Presenting & Reporting the Right Data The Right Way http://slidesha.re/search-wins Mike Pantoliano Lead SEO Consultant @MikeCP

First! An Apology! I am truly sorry for my appearance.@MikeCP http://mobro.co/MikeCP

The Show of Hands@MikeCP

Defining KPIs Measures that help you understand how you are doing against your objectives. Avinash Kaushik @avinash kaushik.net@MikeCP

Site Types & Their KPIsContent (Advertising) Content (Subscription) eCommerce Lead Gen @MikeCP

What Is Your Site’s Objective?eCommerce Brick and MortarSubscription-based Customer Service It Depends!Ad-driven (duh) Lead GenSaaS Blog@MikeCP

What Is Your Site’s Objective? Ask! (But the HiPPOs could be wrong)@MikeCP

Reporting EffectivelyGood KPIs Understanding Action Good Reporting Is The Same @MikeCP

Say No To Automation This Doesn’t GTD@MikeCP

Know Your Audience Analytical Emotional Very Data Driven  Big Picture No BS  Competitive Precise  Listens to Gut Systematic  Action Oriented @MikeCP

Know Your AudienceProvide Super Hands-On Types w/ Access to Custom Reports @MikeCP

Progress Reporting1. Executive Summary2. What was done?3. What is to be done?4. Status of ongoing efforts5. Further explanation (where necessary) @MikeCP

Traffic KPIs All Star Team• Visits or Unique Visitors• # of Referring Keywords*• # of Unique Landing Pages *Beware the dreaded (not provided) @MikeCP

(Not Provided) Before@MikeCP

(Not Provided) After@MikeCP

Conversion Rate Gold Standard KPI • Extremely simple to understand • Often tied directly to bottom line • Multiple angles to take to improving • Can segment the crap out of it!@MikeCP

Segment!• Branded vs. Non- • Geography branded • Site Search Users• Paid vs Unpaid • Commenters Traffic • New vs Returning• Google vs Bing • Much More• Social vs Non-Social @MikeCP

Bounce RateAwesome Metric – One Example:@MikeCP

Rank Tracking Rank Tracking is Dangerous Aggregate Rank Tracking, FTW Screen shot from@MikeCP http://bit.ly/u1cBpp

Rank Tracking Screen shot from@MikeCP http://bit.ly/u1cBpp

Link Building Wins# of Root Domains Highlight top 5-10Sorted by Domain domains inAuthority reporting/verbally@MikeCP

Link Metrics Okay. Meh. Hell No.@MikeCP

When In Doubt Report Referring Sites Live Linkbuilding Wins@MikeCP Linkstant: http://bit.ly/ub2hBj

Social WinsFollower Count Social Engagement Screen shot from @MikeCP http://bit.ly/sLsNuL

Social Wins AddThis GA Integration@MikeCP http://bit.ly/u05ozL

Social Wins Omniture Google Analyticss_ab.prop6 = ”Mike"; [‘_setCustomVar’,1,‘Mike’,3]; AddThis GA Integration@MikeCP http://bit.ly/u05ozL

Panda KPIs How’s Your Dwell Time? The time between when a user clicks on our search result and when they come back from your website tells a potential story … while that’s not the only factor we review when helpingDuane Forrester to determine quality, it’s a signal weSr. Product watch.Manager at Bing From his “How To Build Quality Content” Blog Post @MikeCP http://binged.it/rKnL6y

Panda KPIs User Interaction from@MikeCP http://bit.ly/v0XMLg

Mini-KPIsProject/Campaign-Specific KPIs Indexation issues?@MikeCP http://bitly.com/uFjsFg

In Conclusion Web Analytics can be complex and overwhelming It is our job to distill data down tounderstandable and actionable levels@MikeCP

Thanks! Michael Pantoliano - @MikeCP Lead SEO Consultant at Distilled mike.pantoliano@distilled.net http://bit.ly/excel-ninja@MikeCP