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Meaure Marketing Online - IABC Ottawa


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Presentation from PublicInsite and Alex Langshur on March 1, 2011 to IABC Ottawa.

Presentation from PublicInsite and Alex Langshur on March 1, 2011 to IABC Ottawa.

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  • 1. An introduction to measuring marketing onlineNo more faith based marketing! Converting visits to value Alex Langshur, President PublicInsite Inc. March 1, 2011
  • 2. About PublicInsite• A leading web analytics & search engine optimization/marketing (SEO) firm • Experts in WebTrends, Google Analytics, Urchin, NetInsight etc. • Google Analytics Certified Partner, Yahoo Web Analytics Network Partner, Google Adwords Qualified & Yahoo Search Marketing Ambassadors• Specialized in public sector performance measurement • Build and implement measurement frameworks that are aligned to MAFs and focus on tracking outcomes • Provide concise, clear and strategic roadmaps that empower managers to assess and improve the quality and efficiency of their websites • Over 200 client engagements with public sector departments and agencies since 2003• Offices located in Boston and Ottawa 2 © PublicInsite Web Analytics Inc. 2011
  • 3. We‟re a new kind of evaluation firm, one that understands the profound role of the web.We‟ve been helping our clients since 2001 3 PublicInsite 2007
  • 4. When a user clicks on a link…1. Browser sends a requests for a page2. Web server sends the page to the IP address3. The page is „built‟ by many discrete elements (all calls to the server, or hits)4. The result: one page view comprising many hits 4 © PublicInsite Web Analytics Inc. 2011
  • 5. 5© PublicInsite Web Analytics Inc. 2011
  • 6. How web traffic data is collected: Log files web server 1 Saskatchewan Log File 1 Data analysis and California Log File 2 reporting software (we recommend: Log File 3 WebTrends; web server 2Florida NetInsight; AT Log File 4 Internet) web server 3 Maine web server 4 Quebec 6 © PublicInsite Web Analytics Inc. 2011
  • 7. How web traffic data is collected: Page tags11. Browser sends requests for webpage 12 Server responds to request, sends page web server along with embedded page tag 1 232. Browser reads & executes page tag /images/tracking/pagetag.gif script, sends image request (along with appended data) to server 3 specified in script (collection point) Data collection point Data analysis and reporting software (we recommend: Google Analytics; Yahoo Web Analytics; Pion; Omniture; Coremetrics; NetInsight; WebTrends; AT Internet) 7 © PublicInsite Web Analytics Inc. 2011
  • 8. A log file entry (with cookies)LOG ENTRY for June 1 2009: 2005-06-01 00:25:01 GET /pagename/8C3F7D55-A9EE-46F2-8CB1- 294250AFE77A/sky-clouds.jpg - 304 164 423 0 HTTP/1.1 Mozilla/4.0+(compatible;+MSIE+6.0;+Windows+NT+5.1;+.NET+CLR+1.1.4322) COOKIE_ID=X01H37M39QR006YMLW59320001BX4 A unique, randomly generated number (the cookie) is placed in the log to enable tracking of the visitor should they return 8 © PublicInsite Web Analytics Inc. 2011
  • 9. Don’t worry about accuracy or precision: focus on trends Nice to look, but no actionable insight Comparing a metric and an indicator immediately provides a wealth of new opportunities to better understand the story in the data 9 © PublicInsite Web Analytics Inc. 2011
  • 10. Visitor capture & engagement framework:Acquisition, Conversion and Retention ACQUISITION CONVERSION RETENTION Bring visitors to Get visitors to stay & Create adherents engage & supporters the siteIndicators: Indicators: Indicators:• Sources of traffic • Content consumption • Customer satisfaction• Keywords used (by • Time onsite & bounce • Visit frequency & whom) • Depth of visit recency• Social Media based • Use of key info assets • Newsletter traffic • Value events clickthroughs• Direct access ratios conversions • New visitor percentage• Etc. • Content repurposing • Etc.Target Audiences (diverse, can be anything such as):• Consumers, students, target industry sectors, governments, etc. 10 © PublicInsite Web Analytics Inc. 2011
  • 11. 11© 2010, PublicInsite Web Analytics Inc.
  • 12. Social marketing theory / Purchase cycle Pre- Information Maintenance / Contemplation ACTION /contemplation gathering / / Interest Decision Action / Awareness Consideration Time © PublicInsite Web Analytics Inc. 2010 12
  • 13. The Search Results Page (SERP): Ground Zero in the competitive marketplace of ideas Paid results Organic results 13 © 2010, PublicInsite Web Analytics Inc.
  • 14. How important is branded search? Observe linkage between level of branded search and: - Type of org n = 96.7 million visits - Size of org - Size of ad budget - Size of site (# pages) * * weighted average based on the total number of visits 14 © PublicInsite Web Analytics Inc. 2011
  • 15. How important is the home page? Sites include public sector, non-profit, and education sectors, and range in visit volume from 10 million pg views/mth down to 100,000 pg views/mth 15 © PublicInsite Web Analytics Inc. 2011
  • 16. A map of demand: swine flu interest by population group#1) Search term: Swine flu This series of graphs and maps show how the Search term: Swine flu nature and type of information demand is closely tied to population groups. #1) (top) shows widespread demand for the general term of “swine flu”, with heaviest demand in the Mexican border state of Texas. Note that Kansas has reported two cases of infection.#2) Search term: Swine flu symptoms #2) (middle) shows much more localized Search term: Swine flu demand related to the emerging search symptoms phrases surrounding “symptoms”. Symptom- related searches are highest in New York, California and Texas – three states with confirmed cases (oddly, Kansas is not among this group). #3) (bottom) this last graph is remarkable for one very specific reason: North Carolina is#3) Search term: Gripe porcina home to a number of large pork processing Search term: Gripe porcina plants that are well known for their heavy use of non-unionized Hispanic labourers. Note how North Carolina stands out as the epicenter of US-based Spanish language swine flu searches. Collectively, these data underscore the language and locale of search to understand the evolution of the outbreak and use this to develop more targeted and effective PHAC Swine Flu Outbreak Online Analysis (Apr 27/09) strategies communication
  • 17. “Let me tell you a story about a little pandemic…” Volume of searches done in Canada on Google for the five keywords in the legend. Note two distinct waves of demand, the first dominated by “swine flu” searches; the second by “h1n1” & “vaccine” related searches. Data drawn from Google Insights for search. Relative scaling in effect. 17 PublicInsite 2010
  • 18. What does this mean?• Your search profile is a digital asset• Governments must carefully manage this asset as it is the intersection point between intent, visibility and engagement• Search is “upstream” – understanding this is critical• Search is the cheapest, broadest most up-to-the-minute source of insight into: • The interests of Canadians • The distribution of demand • The language of demand 18 © 2010, PublicInsite Web Analytics Inc.
  • 19. How are people finding your site? (Acquisition) Variance from Implications and Included Benchmark This Site Benchmark RecommendationsGoogle • Google 38% 39% 1% • Search Engine Optimization 23 – 58% • Link taggingNone • Direct Access – Type in URL 49% 20% • Direct Access – Bookmarked 29% strategy • Email click-through • Email Campaign, etc. 20 - 37% measurement • Search EngineSearch Engines • Yahoo, MSN, Bing, Ask, etc. 4% 3% 1% Optimization 2 – 5% • Content creation • Content sharingOther Web Sites • Partner web sites, 10% 19% • Creating awareness universities, other 29% of content value governments, and all other 11 - 38% • Link building miscellaneous sites • Leverage initiativesSocial Media • Twitter, Facebook, LinkedIn, Blogspot, other professional 0.4% 0.3% 0.1% at corporate level to consolidate impact or independent blogs, etc. 0.1 – 1.1% across SM channelsReferrer Group • Samples of types of groups Benchmark Client Implications and Above / or Web sites included. Average recommended Benchmark Site Below actions Range 19 © PublicInsite Web Analytics Inc. 2011
  • 20. Referrer analysis in Google AnalyticsNote impactof socialmedia (we’llreturn to thislater) 20 © PublicInsite Web Analytics Inc. 2011
  • 21. Understanding Direct TrafficMay 1, 2010 – July 31, 2010 Direct Traffic contains visits driven by links in emails; since these aren’t tagged they can’t be measuredAug 1, 2010 – Oct 31, 2010 Since tagging was implemented, direct traffic has decreased and directly related to the tagging strategy – ‘Other’ is the result. 21 © PublicInsite Web Analytics Inc. 2011
  • 22. Keyword analysis• What keywords did people use in search engines that resulted in visits to your site?  Trend the use of keywords. Identify• You can learn about: seasonality you can use to • What’s popular on your site? advantage. • Visitor intent  Uncover unmet  Type and syntax of words needs that your  Noun versus verbs site may be  Adjectives used attracting but are • How good your content is at drawing traffic not currently • How optimized your site is to draw search traffic fulfilling. • Improve content alignment  High conversion micro-segments. 22 © PublicInsite Web Analytics Inc. 2011
  • 23. The now familiar Long Tail / Power Law curve… 3,500 3,000 2,500 Top 600 search termsFrequency of use 2,000 1,500 We rarely to look beyond here… …but there is important 1,000 stuff out here… …and little of additional substantive value past here 500 - 1 101 201 301 401 501 Rank 23 © PublicInsite Web Analytics Inc. 2011
  • 24. A lot is still end of pipe 24 © 2010, PublicInsite Web Analytics Inc.
  • 25. Most organizations are analog The premise of the Cluetrain Manifesto is that organizations have not fully grasped the sea change the Internet represents, and continue to operate by methods that worked wonders in the broadcast era but (ironically) are radically unproductive online. 25 PublicInsite 2009
  • 26. Plan and design for desired outcomes - ideal Drive to site initiatives Persona SEO, email, ads, earned media, etc. Task funnel call to action Step 1 action Step 2acknowledgment Step 3 Influence on IA, content, measures 26 © PublicInsite Web Analytics Inc. 2011
  • 27. Clear, bold calls to action 27 © 2010, PublicInsite Web Analytics Inc.
  • 28. The reality About Fa CS What‟s on Administration Research Technology Emergency FaCS prog ramsOur people Progra ms, Business S taff strateg ies & adm inistra tion a dministra tion service s Orga nisatio n Our values & Stron ger A-Z of News Business Certified Library Passwords Bomb threat chart ethics families programs planning agre ement services Exe cutive Our Stro nger A-Z of Calendar of Co mmun icati Learn ing & Statistics System acce ss Fire relationships communities payments eve nts ng develo pment Branches & How we work Economic & Program Job vacancies Legal OHS Research System Buldin g STOs soc ial administration papers manuals e vacuation participation Communitie s Ou r locations Gettin g to the Finance Orien tation Internet links Help for... First aid & networks Fa CS Co mmitte es Corporate Newsletters Project Pay & Legislation Telephones Emergency & meetin gs documents management conditions contacts Minister Corp orate Projects Pro perty Performance Teleconferen c policies management ing Our social Purch asing Personal IT security activities safety Risk Recruitment He lpdesks managemen t Sec urity Workplace I T assets diversity Tr avel Workplace harrasment © PublicInsite Web Analytics Inc. 2011
  • 29. 29© 2010, PublicInsite Web Analytics Inc.
  • 30. • Where’s the primary call to action?• What do you want me to do? 30 © 2010, PublicInsite Web Analytics Inc.
  • 31. Linking analytics with Information Architecture If you want to eat breakfast with the morning sun coming in the window, make sure you build your house with the breakfast nook facing east 31 © PublicInsite Web Analytics Inc. 2011
  • 32. 32© 2010, PublicInsite Web Analytics Inc.
  • 33. A simple measurement concept: Inputs  responseCorrelate the offline marketing / advertising inputs with the observed online response Campaign Offline input 1. National TV campaign Offline input 2. Local radio 1. Events 2. Print media buys Post campaign evaluation 3. Out of home 1. POR 2. Analytics Baseline data 1. 3 – 6 months min 2. No events Online responses 3. No major site modifications 1. Change in metrics and indicators 2. Growth in branded search Net 3. Target audience reach campaign 4. Calls to action lift Time 33 © PublicInsite Web Analytics Inc. 2011
  • 34. Two requirements to measure offline online 1) An engagement strategy 2) A media/measurement plan• Not enough to drive visits to the site • The media plan identifies: • What do you want them to do? • The mix of media you will purchase • What outcomes are you • Your media spend strategy accountable for? • When you will be in the market • What actions reflect “message • The target market (demo / geo) uptake”? • The measurement plan overlays the • Are their different target audiences? media plan and identifies  If so, what are they and how do they see • The unique variables that are themselves on the site assigned to each advertising The goal of a measurement plan is component to enable you to understand which • How each plan is phased media (was it the TV spot or the  Either by schedule, geography or both billboard?) that sent a visitor your • The key indicators to track for rush the website. Ideally developed at results measurement same time as media plan 34 © PublicInsite Web Analytics Inc. 2011
  • 35. #1 – A media plan (blocking chart)Typical media plan strategies address timing, channels, budget, frequency, targetaudience, etc. 35 © PublicInsite Web Analytics Inc. 2011
  • 36. #2 – A measurement plan• Maps to the media plan and outlines how you will track each channel. Has three main elements • Unique identifiers to be assigned to each media element  URL, 1-8XX number, keyword, email address, code • Maps out the geographic dimension • Syncs up the timing between channels to evaluate impact over time• The media plan and measurement plan are co-dependant and must be developed at the same time • Media plan developed in absence of measurement plan = SADNESS • Media plan developed in conjunction with measurement plan = BLISS 36 © PublicInsite Web Analytics Inc. 2011
  • 37. What are parameters? 1 2 3 parameter value1. Source: identifies where the traffic is coming from • Parameter example: source= • Variable example: BosGlobe, newsletter0509, AdWords_PPC, etc.2. Medium identifies the medium used for the campaign • Parameter example: medium= • Variable example: print, radio, e-mail, CPC (cost-per-click), Banner3. Campaign name identifies a specific promotion or strategic campaign • Parameter example: campaign= • Variable example: border safety, immunization, swine flu, infrastructure 37 © PublicInsite Web Analytics Inc. 2011
  • 38. The measurement variables: The location The geographic market you target with out-of-home advertising • Can use a URL that is geography specific that redirects via parameters • redirects to • redirects to • Or simply run your ads in widely dispersed markets and use geolocation tools to track visits • Geolocation while not perfect is pretty darn good, and provides city level detail that you can use to correlate back to the advertising channel - but only if you‟ve made sure to phase your spend in each market by media over time 38 © PublicInsite Web Analytics Inc. 2011
  • 39. Example: location mapping Pre- campaign During the campaign 39 © PublicInsite Web Analytics Inc. 2011
  • 40. The measurement variables: The keyword Use copy that promotes keywords! • You can choose keywords that are unusual and unlikely to be used by others. • Feature them prominently in the call to action/tag • Make sure your site is well SEO‟d for those words (buy AdWords if you aren‟t ab-sa-looot- ely sure • Now you measure instances of “branded” search • Filter your keywords for instances of your „branded‟ terms. These visitors are likely only to have been influenced to use the keyword as a result of an ad impression 40 © PublicInsite Web Analytics Inc. 2011
  • 41. Measuring social media• The wild world of measurement • Strategy drives measurement - a social media strategy • Categories of measures • “Bragging about your tagging”• Putting it all together • A measurement framework 41 © PublicInsite Web Analytics Inc. 2011
  • 42. The relationship to the device… © PublicInsite Web Analytics Inc. 2010
  • 43. © PublicInsite Web Analytics Inc. 2010
  • 44. © PublicInsite Web Analytics Inc. 2010
  • 45. Social Media - what are we trying to measure anyway?• Influence • Can we have an impact on the actions of others?• Engagement • Are there actions/reactions from the crowd in response to your efforts/issues/programs/organization/ etc.?• Support / Advocacy • Clear expressions of people actively promoting your point of view/perspective• Sentiment • In sum, what is the opinion of the crowd and how is it expressed?• Return • On budget/investment/spend – some tangible demonstration of value derived from the effort expended 45 © PublicInsite Web Analytics Inc. 2011
  • 46. Social media measurement categories• Activity indicators • Metrics that are easy to quantify, measure and report such as search volume, fans, followers, views, Tweets, etc.• Embracement, influence & engagement indicators • Things that are tough to measure, but matter: sentiment, tone, and reach • Things that tell us about the author, such as rank, authority, clout • Things that are straightforward like trends, reTweets, user generated content,• Conversion/outcome indicators • Have I learned enough to want to find out more?  Do I feel strongly enough to want what you are providing • On page events such as click-throughs, downloads, time on site, pages viewed, sign-ups etc.  If your SM-based content has been tagged – bonus! Much more trackable 46 © PublicInsite Web Analytics Inc. 2011
  • 47. Two types of activity metricsPassive interest Active interest• # fans/friends/followers • # hashtags,• # page views, visits, time • # Tweets onsite • # Blog postings• # RSS subscribers • Trend & # in “share this”• # time on site • # Comments• # faves • # of social bookmarks• # video views • # Search volume• Ratings (videos, images) • # social media referrals• # photos posted 47 © PublicInsite Web Analytics Inc. 2011
  • 48. Embracement, authority & engagement indicatorsHave your audiences embraced your social media initiative as evidenced by how vibrant, extensive, supportive and engaged they are across your social media platforms?Assessable Measureable• Sentiment (+, -, neutral) • ReTweets (number , frequency &• Tone (debate, argument) clicks)• Influencers (who) • User generated content• Reach (people, geographic • Volume, frequency, type, distribution) incidence of re-purposing• Scope (across how many media) • Can be on or off site, e.g.• Authority and rank comments section of newspaper • Net promoter score 48 © PublicInsite Web Analytics Inc. 2011
  • 49. Sentiment analysis review Machine analysis • 50,000 conversations scored by machine • 84% neutral or passive; 11% positive; 5% negative Human analysis • 23% of conversations were irrelevant • Of the remaining, 30% were neutral or passive (54% difference); and 63% were positive (52% difference) See: Don’t trust automated sentiment scoring ( Syncapse Guerilla experiment on sentiment analysis ( 49 © PublicInsite Web Analytics Inc. 2011
  • 50. Conversion: understanding the onsite impactDO THIS ONE THING: TAG YOUR LINKS (please) 50 © PublicInsite Web Analytics Inc. 2011
  • 51. SM phone home: tagging inbound traffic• Need to distinguish which visitors are organic vs. generated from your social media initiative. Two steps: • 1) build the landing page; • 2) tag your inbound is the page aign_var=NewSocialMediaCampaignID• Adding additional information to the URL allows us to identify the visitor when they come to our site, to measure the social media campaign?source_var=Twitter&medium_var=BannerLink&campaign_var=NewSocialMediaCampaignID 51 © PublicInsite Web Analytics Inc. 2011
  • 52. SM phone home: tagging inbound traffic• Twitter posts can (and should) also be tagged for tracking purposes.• Use URL shorteners such as TinyURL, or which enables you to compress a long URL (like the one in the previous example) into fewer characters: • When clicked this tiny URL will send visitors to the much longer URL • Raw referral information preserved • Twitter has a 140 character limit, so we need a URL shortener!!! 52 © PublicInsite Web Analytics Inc. 2011
  • 53. Twitter example• Visitor sees your Twitter post• Visitor clicks your Tiny URL• Tiny URL invisibly receives the URL information• Tiny URL translates the compressed URL• Tiny URL seamlessly forwards the visitor to your site as if they had gone directly to your site• The original full length URL of your new landing page displays in the visitor’s browser address bar• The additional information about which social media link click brought the visitor to your site is registered, and associated with this visit 53 © PublicInsite Web Analytics Inc. 2011
  • 54. A baseline for social media visits Referred traffic is 50% of all traffic. Of referred traffic, SM represents less than 1% All others Social media0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 23% 22% 9% 25% 21% All other Social Media Referrers 54 © PublicInsite Web Analytics Inc. 2011
  • 55. 55© PublicInsite Web Analytics Inc. 2011
  • 56. Change in mobile visits to GoC web sites 160,000 0.80% 140,000 0.70% Total mobile visits Average % of mobile 120,000 visits 0.60% Max % of mobile visits mobile visits as % total visits Min % of mobile visits 100,000 0.50%Total mobile visits 80,000 0.40% 60,000 0.30% 40,000 0.20% 20,000 0.10% - 0.00% 2007 2008 2009 % growth 2008 – 2009: Visits = 241%; and as % of total visits = 296% 56 PHAC H1N1 Flu Outbreak - Online Analysis
  • 57. Sitewide vs Mobile Percentage of Traffic by Hour of Day 8.00% 7.00%Percentage of Traffic by Hour of Day Mobile Average 6.00% Sitewide Average 5.00% 4.00% 3.00% 2.00% 1.00% 0.00% 57 © PublicInsite Web Analytics Inc. 2011
  • 58. Mobile visitors want information, not brands Mobile visitors are nearly half (42%) less likely to do a brand based search than non-mobile visitors. This has deep implications with respect to site SEO requirements. 58 © PublicInsite Web Analytics Inc. 2011
  • 59. How big is mobile??•Mobile applications expected to generate $6.2B in sales in 2010 and grow to $30B by end of 2013. • Gartner news release, Jan 2010•eBay did US$1.5 billion(!!) via its mobile channel to date in 2010 • Bob Page, VP Analytics, eMetrics Keynote 2010 59 © PublicInsite Web Analytics Inc. 2011
  • 60. Contact InformationFor more information, please contact us by telephone or email. Alex Langshur, President PublicInsite Web Analytics Inc. 613 232-8500 Ext. 101 Ottawa Office: Tyler Gibbs, Director, Products and 4th Floor, 71 Bank Street Operations Ottawa, ON K1P 5N2 613 232-8500 Ext. 102 Tel: (613) 232-8500 Fax: (613) 232-8501 Boston Office: 16 Ramshead Rd, Suite 100 Medford, MA 02155 Twitter: Tel: (781) 874-0250 Blog: 60 © PublicInsite 2010