





    Measuring your online activities
                        Asian Publishing Convention
                           ...





                        3
Introduction
 Why measure?
 What to measure?
 Things to do.





                                                  4
Benefits
 Measurable actions promote agile responses
 Awareness
 ...





                                             5
The Questions
 What is going on?
 What do I need to fix?
 How successf...

Everything is
measurable

 We can measure everything
 Print audited circulation
 We can do better





                                                         7
Different types of measurement
 Traditional metrics (page...





                          8
Traditional Metrics
 Page views
 Click throughs
 Impressions
 Hits

Analytic tools

 Google Analytics
 Omniture
 Woopra
 Chartbeat
 Urchin
 and hundreds more...
10                 




     New Metrics





                                                                           11
Measure Behaviour
 How many are here?
...





                                                                           12
Measure Purchase
 How much did they bu...





                                             13
Tone and sentiment
 What is their mood?
 Do they like or dislike our...





                                              14
Influencers
Who is talking the most and what about?
Where are they t...

Targeting


 Do they like A, B or C?
 Or A and B, but not C?
 Which user experience elements drive highest
 levels of X?





                                                        16
Measure Engagement
 How many clicks on this visit?
 How m...





                                                                          17
Split A/B and Variant Testing
 Split th...
18                




     Empowering





                                                                                                 19
Time to adapt
 B...





                                                             20
Ignore the tools
 Let business goals lead. Not tools...





                                                                                                21
Some final thought...
22
     




         Questions?

Thanks


 Andrew Duck
 andrew.duck@quiqcorp.com
 twitter.com/andrewduck
Upcoming SlideShare
Loading in...5
×

Measuring online activities: What and how

1,805

Published on

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.

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,805
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
3
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Measuring online activities: What and how"

  1. 1. 
  2. 2.  Measuring your online activities Asian Publishing Convention July 2010 Andrew Duck
  3. 3.  3 Introduction Why measure? What to measure? Things to do.
  4. 4.  4 Benefits Measurable actions promote agile responses Awareness Assists personalisation Assists product and service development
  5. 5.  5 The Questions What is going on? What do I need to fix? How successful was my campaign? Should we continue to invest in, X? Are our users engaged with our brand?
  6. 6.  Everything is measurable We can measure everything Print audited circulation We can do better
  7. 7.  7 Different types of measurement Traditional metrics (page views, unique visitors) New metrics (more experiential) Testing Surveys Polls
  8. 8.  8 Traditional Metrics Page views Click throughs Impressions Hits
  9. 9.  Analytic tools Google Analytics Omniture Woopra Chartbeat Urchin and hundreds more...
  10. 10. 10  New Metrics
  11. 11.  11 Measure Behaviour 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?
  12. 12.  12 Measure Purchase 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?
  13. 13.  13 Tone and sentiment What is their mood? Do they like or dislike our products? What ideas can we take to R&D?
  14. 14.  14 Influencers Who is talking the most and what about? Where are they talking? How can we activate their social graph?
  15. 15.  Targeting Do they like A, B or C? Or A and B, but not C? Which user experience elements drive highest levels of X?
  16. 16.  16 Measure Engagement 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?
  17. 17.  17 Split A/B and Variant Testing Split the traffic between two or more variants of the same web page Measure effectiveness Compare the differences in goal achievement Make overall change based on collected data
  18. 18. 18  Empowering
  19. 19.  19 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.
  20. 20.  20 Ignore the tools Let business goals lead. Not tools. Goals lead to metrics, which in turn determine tools.
  21. 21.  21 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.
  22. 22. 22  Questions?
  23. 23.  Thanks Andrew Duck andrew.duck@quiqcorp.com twitter.com/andrewduck

×