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Intro to Web Analytics - Measuring Marketing ROI
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Intro to Web Analytics - Measuring Marketing ROI

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• Key Terms …

• 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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  • 1. Intro to Analytics and Measuring Marketing ROI Amit Klein June ’09 www.amitklein.com twitter.com/amitklein
  • 2. Agenda • On Site Analytics • Key Terms • Google Analytics • What to optimize • Omniture • Offsite Analytics (Social Media) • What to measure • How to measure
  • 3. On-Site Analytics
  • 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. Google Analytics Demo • Visitors Overview • Map Overlay • Traffic Sources • Content • Setting up Goals / Funnels / Revenue • Custom Reporting • Segmentation • Measurement AdWords Integration
  • 6. What metrics should you optimize? • Visitors / Unique Visitors • Duration • Bounce Rate • Traffic Source (Keywords) • Location (Geography)
  • 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. 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. Omniture – Clickmap / Revenuemap
  • 10. Omniture – Conversion Tracking
  • 11. Omniture – Path Flow Analysis
  • 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. Off-Site Analytics
  • 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. 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. 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. 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. 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. Questions?

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