Measuring online performance is tough, the old metrics don't provide us the details we require to execute on our plans. This talk looks at ways in which to determine and track more useful metrics online.
How many are here?
How did they get here?
What are they doing here?
Does their behaviour match those of others? Are there similarities?
Where are they most likely to go next?
How much did they buy?
What else would they buy?
What is propensity to buy again?
What do they want (search for and view)?
Did they ﬁnd what they were looking for?
What payment process is their preference, is their choice changing?
Tone and sentiment
What is their mood?
Do they like or dislike our products?
What ideas can we take to R&D?
Who is talking the most and what about?
Where are they talking?
How can we activate their social graph?
Do they like A, B or C?
Or A and B, but not C?
Which user experience elements drive highest
levels of X?
How many clicks on this visit?
How much time are they spending across sites?
How frequent do they return?
Who did they communicate with? How? Method used?
Did they get a reply?
Split A/B and Variant Testing
Split the trafﬁc between two or more variants of the same web page
Compare the differences in goal achievement
Make overall change based on collected data
Time to adapt
Build a team whose job it is to improve your online presence based on the data collected.
Find solutions that have open reporting interfaces.
Build a single view of the performance across all online activities.
Ignore the tools
Let business goals lead. Not tools.
Goals lead to metrics, which in turn determine tools.
Some ﬁnal thoughts
Evolving measurement & analytics allow you to quickly adapt your marketing tactics in an
ever changing digital landscape.
The inability to measure value will slow innovation, adaptation is key.
Think outside the box, new touch points.