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Methods of measuring the online marketing success
 

Methods of measuring the online marketing success

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Methods of measuring the online marketing success - performance web metrics

Methods of measuring the online marketing success - performance web metrics

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    Methods of measuring the online marketing success Methods of measuring the online marketing success Presentation Transcript

    • Performance web metrics for software vendors Software Industry Conference 12-14 July 2007 Adriana Iordan, Web Marketing Manager / Avangate BV [email_address] Methods of measuring the online marketing success
      • Reporting versus Analytics
      • Take the risk out with web metrics
      • Primary Key Performance Metrics
      • How to get started with free tools
      • Examples
      • Conclusions
      Agenda
    • Reporting vs. Analytics Numbers don't tell you anything by themselves - they require context and interpretation Source: http://www.dilbert.com /
    • Reporting vs. Analytics
      • Don’t confuse “reporting” with “analysis.”
      • Traditional web analytics is dead
      • Measure what is important for your business and not what the web analytics tools gives you
      • DATA versus MONEY
    • Take the risk out
      • Choose performance metrics that can :
        • increase revenue
        • reduce costs
        • improve customer satisfaction
        • “ Where performance is measured, performance improves. Where performance is measured and reported, the rate of improvement accelerates ."
    • Primary Performance Metrics
      • The Primary Performance Metrics
        • Money Spent / Unique Visitors = Average Cost per Unique Visitor
        • Money Spent / Prospects = Average Cost per Prospect
        • Money Spent / Customers = Average Cost per Customer (CPA-cost per acquisition)
    • Primary Performance Metrics
        • More performance metrics
        • Desired Action / Total Number of Unique Visitors = Conversion Rate (%)
        • (Site visitors who stay on the site for less than 10 seconds or viewed only one page) / (Total number of site visitors) = Site Bounce Rates (%) .
      • Do I make money?
    • Magic Conversion Rate
        • NEVER measure conversion rates without goals
        • Trend over time, segmentation is a MUST
        • Multi marketing channel – conversion rate
        • Compare revenues with conversion rates
        • Measure, Experimentation Testing, Optimize
    • Where to start from?
      • How to start measuring?
        • Set your website objectives and goals
        • Free tools : Google Analytics (javascript tags) or Clicktracks Appetizer (log file parsing)
        • Top Referrals and keywords
    • I want more..
        • What next?
        • Use Site Overlay report or CrazyEgg
        • See which landing pages are converting
        • Revenue by referring URLs or campaigns
        • Competition comparative traffic analysis with Alexa
    • I want more..
        • Don’t PANIC !
        • Check site bounce rate to avoid spam traffic
        • Conversion rates, cost per visitor, cost per lead, cost per customer
        • Multivariate Testing with Google Website Optimizer
        • Measure, Test , Optimize
    • Examples
      • Site overlay Heatmaps
      Google Analytics Crazyegg.com
    • Examples Context and Trends - what is the trend for my key metrics?
    • Conclusions
      • Decide what is the best metric definition for you
      • Start with a free analytics software
      • Look at the top pages that lead to conversions
      • Measure bounce rates
      • Segment, measure, test and optimize
    • Interested in more ideas?
      • Additional ideas for applying analytics to your business (Web Analytics Guru):
        • Avinash Kaushik
        • Eric Peterson
        • Bryan Eisenberg
        • Jim Sterne.
      • Thank you!
      • [email_address]
      • Avangate Digest Newsletter:
      • www.avangate.com/newsletter
      • Software Marketing Articles:
      • www.avangate.com/articles
      • Guest Interviews :
      • www.avangate.com/interviews