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Intro to Analytics and
Measuring Marketing ROI
Amit Klein
June ’09


                            www.amitklein.com
       ...
Agenda
• On Site Analytics
    •   Key Terms
    •   Google Analytics
    •   What to optimize
    •   Omniture
• Offsite ...
On-Site Analytics
Key Terms
• Bounce Rate – The percentage of visits where the visitor enters and exists
  the same page without visiting an...
Google Analytics Demo
•   Visitors Overview
•   Map Overlay
•   Traffic Sources
•   Content
•   Setting up Goals / Funnels...
What metrics should you optimize?
•   Visitors / Unique Visitors
•   Duration
•   Bounce Rate
•   Traffic Source (Keywords...
But what about this?
 “I want to see all women from Mumbai over 40 who
    have been to the site at least 4 times in the l...
Omniture – The Cadillac
• Realtime
• SOAP based Web services API
• Video Tracking
• Permissions
• Automated delivery of re...
Omniture – Clickmap / Revenuemap
Omniture – Conversion Tracking
Omniture – Path Flow Analysis
Create Landing Pages
•   SEO friendly to unique search terms
•   Optimize content to match search terms
•   Better to meas...
Off-Site Analytics
Measuring SMM
• Hard, very early, no one does this well
• How do you measure Reach, Authority/Influence, Engagement,
  Sen...
Measuring SMM - Reach
• Number of Friends/Followers/Fans – Facebook/Twitter
    – 2nd Degree relationships (number of frie...
Measuring SMM –Engagement
• Visitor Loyalty - the number of return visitors over a period of time (1
  month)
• Recency - ...
Measuring SMM – Authority/Influence
•   Public Mentions (Blogs) - Google Blog Search / Alerts
•   Public Mentions (Twitter...
Measuring SMM - Sentiment
• Twitter Search
• Omniture - http://blogs.omniture.com/2009/02/24/implementing-twitter-
  data-...
Questions?
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Intro to Web Analytics - Measuring Marketing ROI

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• Key Terms
• Google Analytics Demo
• How do you optimize websites based on analytics (data driven decision making)
• Omniture
• Measuring SMM (sentiment, quality of visitors, buzz and engagement / authority, influence and reach)
• Other tools

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Transcript of "Intro to Web Analytics - Measuring Marketing ROI"

  1. 1. Intro to Analytics and Measuring Marketing ROI Amit Klein June ’09 www.amitklein.com twitter.com/amitklein
  2. 2. Agenda • On Site Analytics • Key Terms • Google Analytics • What to optimize • Omniture • Offsite Analytics (Social Media) • What to measure • How to measure
  3. 3. On-Site Analytics
  4. 4. Key Terms • Bounce Rate – The percentage of visits where the visitor enters and exists the same page without visiting any other page in between • Goal – i.e. purchase confirmation • Funnel – The series of steps (pages) leading to a goal • Page Depth – Average number of page views a visitor consumes before ending their session • Click Path – The sequence of links a visitor clicks on when visiting a site
  5. 5. Google Analytics Demo • Visitors Overview • Map Overlay • Traffic Sources • Content • Setting up Goals / Funnels / Revenue • Custom Reporting • Segmentation • Measurement AdWords Integration
  6. 6. What metrics should you optimize? • Visitors / Unique Visitors • Duration • Bounce Rate • Traffic Source (Keywords) • Location (Geography)
  7. 7. But what about this? “I want to see all women from Mumbai over 40 who have been to the site at least 4 times in the last 12 days who have viewed more then 10 products and bought 1”
  8. 8. Omniture – The Cadillac • Realtime • SOAP based Web services API • Video Tracking • Permissions • Automated delivery of reports • Clickmap / RevenueMap • Path flow analysis • Import external data / Integration • Segmentation – Create profiles, track certain demographic behavior (abandoned carts, heavy purchasers) • Expensive - Starts at 2k/month
  9. 9. Omniture – Clickmap / Revenuemap
  10. 10. Omniture – Conversion Tracking
  11. 11. Omniture – Path Flow Analysis
  12. 12. Create Landing Pages • SEO friendly to unique search terms • Optimize content to match search terms • Better to measure analytics / ad ROI • Create content that matches how people are searching for your site
  13. 13. Off-Site Analytics
  14. 14. Measuring SMM • Hard, very early, no one does this well • How do you measure Reach, Authority/Influence, Engagement, Sentiment? • The metrics you use to measure (and the tools) change constantly, depending on your objectives • Don’t be afraid to throw out metrics or recalculate frequently.
  15. 15. Measuring SMM - Reach • Number of Friends/Followers/Fans – Facebook/Twitter – 2nd Degree relationships (number of friends of friends, etc…) • RSS Subscriptions / Usage - FeedBurner • Views – Compete, Alexa, Google Analytics • http://www.xinureturns.com/
  16. 16. Measuring SMM –Engagement • Visitor Loyalty - the number of return visitors over a period of time (1 month) • Recency - The number of return visitors over a short period of time (1 week) • Duration - Length of time spent on site (more importantly is this number trending upwards) • Actions - The number of actions taken on the site: downloading, posting, commenting, etc... • Subscriptions - Number of visitors who have given you personal information • User Actions - Comments, posts, downloads, plays, wall posts, song plays (Facebook Insights) • Twitter DM’s and @’s
  17. 17. Measuring SMM – Authority/Influence • Public Mentions (Blogs) - Google Blog Search / Alerts • Public Mentions (Twitter) - Twitter Search • Public Mentions (Facebook) – Facebook Lexicon • Incoming Links (Blogs) – Technorati, Twitalyzer, Google Webmaster Tools • Public mentions (music plays, youtube comments, etc…) - Trendrr • Comments about you on other sites (BackType) • Retweets – Twitter Search • Unsolicited Positive Responses – Twitter • Links back to your sites – Google Webmaster Tools
  18. 18. Measuring SMM - Sentiment • Twitter Search • Omniture - http://blogs.omniture.com/2009/02/24/implementing-twitter- data-tracking-in-omniture-sitecatalyst/ • Visible Technologies • http://sentimentmetrics.com/
  19. 19. Questions?
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