Measurable Management of Internet Marketing & Communications Robin Gurney and Tõnis Hinnosaar Eesti esimene internetiturunduse agentuur Internet Marketing

Robin and Tõnis : V anad K alad 13 years internet marketing Export/tourism specialist Website content strategist Expert in online acquisition Leading website analyst Partner/Director @ altex Google analytics specialist Search engine marketer Eesti esimene internetiturunduse agentuur Internet Marketing

13 years internet marketing

Export/tourism specialist

Website content strategist

Expert in online acquisition

Leading website analyst

Partner/Director @ altex

Google analytics specialist

Search engine marketer

Today’s Agenda The importance of measurement Optimum conversion path online Search engine visibility of Estonian banks Monitoring social media: Estonian Air Google Analytics: Blogfest case study Is the Internet really worth measuring? Credibility test Usability case study: Riigikantselei What do you want to measure?

The importance of measurement

Optimum conversion path online

Search engine visibility of Estonian banks

Monitoring social media: Estonian Air

Google Analytics: Blogfest case study

Is the Internet really worth measuring?

Credibility test

Usability case study: Riigikantselei

What do you want to measure?

The Importance of Measurement Foundation for strategic e-business decisions Which e-strategies are having most impact Important trends and insights Where people are going ? Where people come from ? What are they doing ? Where do they leave ? Eesti esimene internetiturunduse agentuur Internet Marketing

Foundation for strategic e-business decisions

Which e-strategies are having most impact

Important trends and insights

Where people are going ?

Where people come from ?

What are they doing ?

Where do they leave ?

Optimum Conversion Online Eesti esimene internetiturunduse agentuur Internet Marketing

S earch E ngine V isibility of Estonian Banks Eesti esimene internetiturunduse agentuur Internet Marketing

Bank Visibility Keypoints Top 3/5/10 - SEB 1st NETI “kodulaen” - blog posts rank 1st then SEB consultants with wrong info!! Google.ee “pangakaart” 1 st but.....

Top 3/5/10 - SEB 1st

NETI “kodulaen” - blog posts rank 1st then SEB consultants with wrong info!!

Google.ee “pangakaart” 1 st but.....

Social Media Monitoring Eesti esimene internetiturunduse agentuur Internet Marketing

Google Analytics f or Y ou What can you measure? How does your website support your business goals? Which decisions can you make? Which other insights can Google Analytics give? Eesti esimene internetiturunduse agentuur Internet Marketing

What can you measure?

How does your website support your business goals?

Which decisions can you make?

Which other insights can Google Analytics give?

Google Analytics: Tallinn Blogfest Eesti esimene internetiturunduse agentuur Internet Marketing

Is the Internet Worth Monitoring? 6-74: 70% use internet 15-24: 94% use daily 52% use 5 days per week 60% purchase decisions influenced 63% homes have broadband 7000+ active blogs 450,000 use Neti....and Google?

6-74: 70% use internet

15-24: 94% use daily

52% use 5 days per week

60% purchase decisions influenced

63% homes have broadband

7000+ active blogs

450,000 use Neti....and Google?

Optimum Conversion Online All websites are not made equal. A great website meets the needs and desires of ALL the target audiences. The three key elements to a successful website are: compelling content, attractive design and robust technology. To convert your website visitors to action at an optimum rate you will need excellent visibility, accessibility, credibility, usability, engagement and persuasion. And then you will need to be able to measure it all and act upon the results - promptly. Eesti esimene internetiturunduse agentuur Internet Marketing

Website Credibility Score Eesti esimene internetiturunduse agentuur Internet Marketing

Measurement C ase Study: Riigikantselei Eesti esimene internetiturunduse agentuur Internet Marketing

What Do You Want to Measure? download speeds? disabled access? search engine ranking? banner performance? online reputation? form conversion rates? email subject lines? button location? bullet1 bullet2 bullet3 bullet4 bullet5 bullet6 Eesti esimene internetiturunduse agentuur Internet Marketing

download speeds?

disabled access?

search engine ranking?

banner performance?

online reputation?

form conversion rates?

email subject lines?

button location?

bullet1

bullet2

bullet3

bullet4

bullet5

bullet6

What are the Take Outs Today? Internet activity is worth measuring Internet activity is very measurable Get FACTS about your e-performance Find out where to focus your attention Software and services exist to help you Training is available for your team Low cost and potentially high return

Internet activity is worth measuring

Internet activity is very measurable

Get FACTS about your e-performance

Find out where to focus your attention

Software and services exist to help you

Training is available for your team

Low cost and potentially high return

W ho H ave W e M easured f or? Eesti esimene internetiturunduse agentuur Internet Marketing

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