Internet Marketing Practices Week 1: Introduction Alan Chen, 2011
Before Getting Started <ul><li>Thank you for joining
What will be covered
Time allocation </li><ul><li>My sharing
Your feedback </li></ul><li>Rewards </li><ul><li>In each section and the end of this topic </li></ul></ul>
<ul><li>Introduction of Internet Marketing in the following weeks: </li><ul><li>Acquisition
Conversion
Retention </li></ul></ul>
Why Important (to Reallusion)? <ul><li>The nature of Reallusion products
Revenue contribution
Fast to market
ROI/Direct to Customer </li></ul>
A Typical Flow and Challenges Users  Will Face Before Becoming  a Reallusion Customer?
Search term: 3d animation software Must be in first 2 pages to be seen
And good use experience! If they are interested enough...
Start from a need or event Find Reallusion Find the right product Convinced by the web page Find the page and start downlo...
Start from a need or event Find Reallusion Find the right product Convinced by the web page Find the page and start downlo...
Start from a need or event Find Reallusion Find the right product Convinced by the web page Find the page and start downlo...
How to optimize the 3 steps? We will continue this topic in the following weeks http://www.matraxis.co.uk/
How Can We Know What Users Need?
<ul><li>Eye-tracking
Expert analysis
Lab usability testing </li><ul><li>“ The ultimate user experience is improved much more by three tests with 5 users than b...
“ If I had asked customers what they wanted, they would have told me  they wanted a faster horse “ - Henry Ford
<ul><li>Web analytic tools </li><ul><li>Web logs
Web beacons
Java Script tags
Packet sniffing </li></ul></ul>
<ul>Script based vs Log based analytics </ul><ul><li>Script-based </li></ul><ul><ul><li>Analyze useful, easy-to-understand...
More meaningful data by using cookies (know what this user has done on your site)
Can filter traffic by sources (e.g. AP activation)
Can be used even you can’t access the server log (e.g. a shared server) </li></ul></ul><ul><li>Log-based </li></ul><ul><ul...
No worries about page-level error
Always own the data
No Java-script required (2~6% users have it turned off)
No additional load to network or browser </li></ul></ul>
<ul><li>Traditional marketing:  I know 50% of my budget spent was in vain, but I don't know where
On the internet, you can know much more about users at lower cost. If you plan, and implement in a scientific way... </li>...
Commercial: Nielsen TV ratings vs. Search term
DM: Different coupon vs. coupon code plus A/B testing
You can know visitor navigation path
You can know abandon path </li></ul></ul>
Why Google Analytics and What it can Provide?
<ul><li>A “Javascript tag” type web analytics system
Developed from Urchin Software Corporation, which was acquired by Google in April 2005
The USD 500/month service turned into free service, and keep involving </li></ul>
<ul><li>utmz: type of referral, session number, etc
utmv: (custom value)
utmc: visit session (close browser)
utmb: visit cookie (30 minutes)
utma: unique ID, time of visits, etc </li></ul>
<ul>Traffic overview by given time period </ul>
<ul>Compare different time period </ul><ul><li>Effectiveness of events, promotions
Visitor background overview </li></ul>
<ul>Quick dashboard view and deeper info </ul>
<ul>Detail: Visitors Who are more interested in the site? </ul>
<ul>Detail: Visitors Who are more interested in the site? </ul>
<ul>Detail: Visitors How much time they spend on the site? </ul>
<ul>Detail: Visitors Browser, OS, Flash version, network, etc </ul>
<ul>Detail: Visitors Browser, OS, Flash version, network, etc </ul><ul>Different countries, analytics profile have differe...
<ul>Detail: Traffic source Direct traffic, referral, or search </ul>
<ul>Detail: Traffic source Organic keywords (SEO) vs Paid (AdWords) </ul>
<ul>Detail: Content Top Content </ul>
<ul>Detail: Content Top Content </ul>
And More Customizable Tracking
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Web Marketing Week1

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  • Acquisition: get quality traffic Conversion: clear guide, convincing message/graphic Retention: encourage repeat purchase
  • Some key factors does not apply to Reallusion, e.g. location, gender, delivery, etc Online sales plays an important role to the company Reallusion site is our most profitable channel You can&apos;t control your partners or channels, but you can 100% control your web site (e.g. member DB, behavior, interaction)
  • Convert concept to the keyword / search term. e.g. “3d animation”
  • Not enough users want to find “3d animation tool” We can&apos;t list in the top 2 pages, server down, etc The flow isn&apos;t clear, broken link, too slow to load The web page isn&apos;t attractive, not enough information, they don&apos;t think the product meets their needs They can&apos;t find download link or download link don&apos;t work Too slow to download, can&apos;t download, can&apos;t install They don&apos;t want to register, they are not happy with the product They can&apos;t find the purchase link, price isn&apos;t sounding Can&apos;t paid, complicated pay flow
  • Web logs (almost) no effort to implment Not optimized to analyze business info Web beacons (e.g. 1*1 image) Easy to implement Cross-site issue and less info than Javascript Javascripit tags Browser-side script (e.g. turn off javascript) Not as accurate as web log if not implemented well Packet sniffing Fast and less implemntation for page design Additional H/Sware required
  • Web logs (almost) no effort to implment Not optimized to analyze business info Web beacons (e.g. 1*1 image) Easy to implement Cross-site issue and less info than Javascript Javascripit tags Browser-side script (e.g. turn off javascript) Not as accurate as web log if not implemented well Packet sniffing Fast and less implemntation for page design Additional H/Sware required
  • Top_1009 is a banner in content store Isn&apos;t a standard/understandable source Can&apos;t compare result with others
  • I recommand skip the default page name.
  • One of the disadvantages of using scrip-based tracking is that you get nothing if you did not put the code correctly
  • - e.g. if a newletter&apos;s cookie been over-written by content store home, then you under-estimate the result of newsletter - 6 month is good for tracking external partner effectiveness if not overwritten
  • Web Marketing Week1

    1. 1. Internet Marketing Practices Week 1: Introduction Alan Chen, 2011
    2. 2. Before Getting Started <ul><li>Thank you for joining
    3. 3. What will be covered
    4. 4. Time allocation </li><ul><li>My sharing
    5. 5. Your feedback </li></ul><li>Rewards </li><ul><li>In each section and the end of this topic </li></ul></ul>
    6. 6. <ul><li>Introduction of Internet Marketing in the following weeks: </li><ul><li>Acquisition
    7. 7. Conversion
    8. 8. Retention </li></ul></ul>
    9. 9. Why Important (to Reallusion)? <ul><li>The nature of Reallusion products
    10. 10. Revenue contribution
    11. 11. Fast to market
    12. 12. ROI/Direct to Customer </li></ul>
    13. 13. A Typical Flow and Challenges Users Will Face Before Becoming a Reallusion Customer?
    14. 14. Search term: 3d animation software Must be in first 2 pages to be seen
    15. 15. And good use experience! If they are interested enough...
    16. 16. Start from a need or event Find Reallusion Find the right product Convinced by the web page Find the page and start download Complete download and install Happy with the product! Find the purchase page Paid Every Single Point Can Go Wrong
    17. 17. Start from a need or event Find Reallusion Find the right product Convinced by the web page Find the page and start download Complete download and install Happy with the product! Find the purchase page Paid ? copy sold ? complete downloads ? register members ? purchase attempts ? download attempts ? product page visits 100,000 people want to find “ 3d animation software” ? visitors visit Reallusion
    18. 18. Start from a need or event Find Reallusion Find the right product Convinced by the web page Find the page and start download Complete download and install Happy with the product! Find the purchase page Paid MD & ECD CPM & Art ECD RD & QA ECD & Sales
    19. 19. How to optimize the 3 steps? We will continue this topic in the following weeks http://www.matraxis.co.uk/
    20. 20. How Can We Know What Users Need?
    21. 21. <ul><li>Eye-tracking
    22. 22. Expert analysis
    23. 23. Lab usability testing </li><ul><li>“ The ultimate user experience is improved much more by three tests with 5 users than by a single test with 15 users” - Jacob Nielsen </li></ul><li>Survey </li></ul>
    24. 24. “ If I had asked customers what they wanted, they would have told me they wanted a faster horse “ - Henry Ford
    25. 25. <ul><li>Web analytic tools </li><ul><li>Web logs
    26. 26. Web beacons
    27. 27. Java Script tags
    28. 28. Packet sniffing </li></ul></ul>
    29. 29. <ul>Script based vs Log based analytics </ul><ul><li>Script-based </li></ul><ul><ul><li>Analyze useful, easy-to-understand data
    30. 30. More meaningful data by using cookies (know what this user has done on your site)
    31. 31. Can filter traffic by sources (e.g. AP activation)
    32. 32. Can be used even you can’t access the server log (e.g. a shared server) </li></ul></ul><ul><li>Log-based </li></ul><ul><ul><li>Setup once
    33. 33. No worries about page-level error
    34. 34. Always own the data
    35. 35. No Java-script required (2~6% users have it turned off)
    36. 36. No additional load to network or browser </li></ul></ul>
    37. 37. <ul><li>Traditional marketing: I know 50% of my budget spent was in vain, but I don't know where
    38. 38. On the internet, you can know much more about users at lower cost. If you plan, and implement in a scientific way... </li><ul><li>Road banner: Est. exposure vs. Different URL
    39. 39. Commercial: Nielsen TV ratings vs. Search term
    40. 40. DM: Different coupon vs. coupon code plus A/B testing
    41. 41. You can know visitor navigation path
    42. 42. You can know abandon path </li></ul></ul>
    43. 43. Why Google Analytics and What it can Provide?
    44. 44. <ul><li>A “Javascript tag” type web analytics system
    45. 45. Developed from Urchin Software Corporation, which was acquired by Google in April 2005
    46. 46. The USD 500/month service turned into free service, and keep involving </li></ul>
    47. 47. <ul><li>utmz: type of referral, session number, etc
    48. 48. utmv: (custom value)
    49. 49. utmc: visit session (close browser)
    50. 50. utmb: visit cookie (30 minutes)
    51. 51. utma: unique ID, time of visits, etc </li></ul>
    52. 52. <ul>Traffic overview by given time period </ul>
    53. 53. <ul>Compare different time period </ul><ul><li>Effectiveness of events, promotions
    54. 54. Visitor background overview </li></ul>
    55. 55. <ul>Quick dashboard view and deeper info </ul>
    56. 56. <ul>Detail: Visitors Who are more interested in the site? </ul>
    57. 57. <ul>Detail: Visitors Who are more interested in the site? </ul>
    58. 58. <ul>Detail: Visitors How much time they spend on the site? </ul>
    59. 59. <ul>Detail: Visitors Browser, OS, Flash version, network, etc </ul>
    60. 60. <ul>Detail: Visitors Browser, OS, Flash version, network, etc </ul><ul>Different countries, analytics profile have different value. E.g. </ul><ul><li>If we count top 5 countries only, 1024x768 may drop </li></ul>
    61. 61. <ul>Detail: Traffic source Direct traffic, referral, or search </ul>
    62. 62. <ul>Detail: Traffic source Organic keywords (SEO) vs Paid (AdWords) </ul>
    63. 63. <ul>Detail: Content Top Content </ul>
    64. 64. <ul>Detail: Content Top Content </ul>
    65. 65. And More Customizable Tracking
    66. 66. <ul>Detail: Visitors Member loyalty </ul>
    67. 67. <ul>Detail: Campaign Knowing event performance by time </ul>
    68. 68. <ul>External </ul><ul><ul><li>Campaign
    69. 69. Medium
    70. 70. Source
    71. 71. Keyword (optional) </li></ul></ul><ul>http://www.reallusion.com/event/09_war_peace/?utm_ source =facebook&utm_ medium =cpc&utm_ campaign =war_peace&utm_ term =girl </ul>
    72. 72. <ul>Detail: Traffic source 3 compulsory and 2 optional variables </ul><ul>Campaign </ul><ul>Source </ul><ul>Medium </ul><ul>Keyword </ul><ul>AD content </ul><ul>war_peace </ul><ul>youtube </ul><ul>web email ppc (adwords) banner textad </ul><ul>buy now </ul><ul>facebook </ul><ul>download </ul><ul>home </ul><ul>landing </ul><ul>newsletter </ul><ul>rc_0901 </ul><ul>email </ul><ul>buy now download ic_landing </ul><ul>(mail subject) </ul><ul>ccd_0901 </ul><ul>edu_0901 </ul><ul>icfu_0901 </ul><ul>partnership </ul><ul>digitaljuice </ul><ul>email </ul><ul><li>Source & Medium MUST be exactly match (all lower-capital) </li></ul><ul><ul><li>E5, element5, Element5, are all different </li></ul></ul>
    73. 73. <ul>3-dimension variables </ul><ul>Source </ul><ul>Medium </ul><ul>Campaign </ul><ul>Campign= war_peace Banner vs. email Or Facebook vs. Digitaljuice </ul><ul>Source=facebook Banner vs. textAD War_peace vs. film_the_world </ul><ul>Medium=email RL vs. Digitaljuice Realitycheck vs. CCD NL </ul>
    74. 74. <ul>Detail: Traffic source Medium & Source </ul><ul><li>Comparing source= google with different medium </li></ul>Comparing campaign= newsletter with different source
    75. 75. <ul>2,000 visits 1,000 visits 500 visits </ul><ul>3 pages/visit 4 pages/visit 5 pages/visit </ul><ul>USD 3/visit USD 8/visit USD 5/visit </ul><ul>Event A </ul><ul>Event B </ul><ul>Event C </ul><ul>Changing focus from “Attractive ADs” to “Effectiveness Messages” to the ultimate result, “Purchase” </ul><ul>Detail: Campaign A new method to measure traffic effectiveness vs. linkcount </ul>
    76. 76. <ul>Detail: Goals </ul><ul>Can be used to track: <ul><li>Form submission
    77. 77. (ask for quotation)
    78. 78. Member registration (activation page)
    79. 79. Clicks (e.g. file download attempts)
    80. 80. … and so on </li></ul></ul>
    81. 81. <ul>Detail: Goals Goal conversion: BackStage purchase flow </ul><ul>16.98% </ul>
    82. 82. <ul>Detail: Goals Goal conversion: EX member registration </ul><ul>55.8% </ul>
    83. 83. <ul>Detail: Goals As a warning </ul>
    84. 84. <ul><li>Use “virtual page” to track page view as a goal </li><ul><li>Use java script to create a virtual page view
    85. 85. Same technique can be used to track Flash events </li></ul></ul>
    86. 86. Track file downloads (Virtual page view): http://www.google.com/support/analytics/bin/answer.py?answer=55529 Event tracking: http://code.google.com/apis/analytics/docs/gaJS/gaJSApiEventTracking.html Library for tracking flash: http://code.google.com/apis/analytics/docs/tracking/flashTrackingIntro.html <ul><li>Trade-offs: </li><ul><li>Over-estimate the page views (same ID)
    87. 87. Create broken links in GA (different ID)
    88. 88. Can't be view as goals (event tracking) </li></ul></ul>
    89. 89. <ul>Detail: E-commerce BackStage overview </ul>
    90. 90. <ul>Detail: E-commerce Popular products </ul>
    91. 91. <ul>Detail: E-commerce Popular categories </ul>
    92. 92. <ul>Detail: E-commerce Transaction </ul>
    93. 93. <ul>Detail: E-commerce Visits/days to purchase </ul>
    94. 94. Cross-referencing other Data <ul><li>Monthly or weekly change in: </li><ul><li>Traffic vs. download
    95. 95. Download attempts vs. complete download
    96. 96. Complete download vs. new member registration </li></ul></ul>
    97. 97. <ul>Some Do's and Don'ts with Site Tracking </ul>
    98. 98. <ul><ul><li>Source: cshome;
    99. 99. Medium: banner;
    100. 100. Campaign: topseller </li></ul></ul>Any thing unusual in the following source/medium? If you are not sure, check reference file or ECD Dos: Use Consistent Parameters
    101. 101. How come a English page PV increased 30 times without update or promotion? <ul><ul><li>A DE page copied the page without change GA code ID before newsletter send-out </li></ul></ul><ul><ul><li>ID URI Path
    102. 102. 111111 www.reallusion.com /crazytalk/default.aspx
    103. 103. 111112 www.reallusion.com/de /crazytalk/default.aspx </li></ul></ul>
    104. 104. Keep consistent internal page links <ul><li>/crazytalk and /crazytalk.aspx looks no difference in creating an internal link
    105. 105. But they are different in GA </li><ul><ul><ul><li>/crazytalk 1,000
    106. 106. /crazytalk/default.aspx 2,000 </li></ul></ul></ul><li>(another issue occurred when we were upgrading .asp pages to .aspx ones) </li></ul>Dos: Use Consistent Links
    107. 107. Don'ts: Forget Putting GA Code <ul><li>All data captured are replying on the GA code
    108. 108. Wrong data can lead to wrong decision </li><ul><li>Interpret user behavior incorrectly
    109. 109. Under/Over-estimate marketing results </li></ul><li>In most case, GA code are embedded in the top navigation, unless: </li></ul><ul><ul><li>Event pages that do not have a navigation bar
    110. 110. Pop-up pages that do not have a navigation bar
    111. 111. Pages in a frame that share the same URL
    112. 112. … .. And more </li></ul></ul>
    113. 113. Don'ts: Use Linkcount Typically: From www.siteA.com From search engine Newsletter From site A, PV: 4 Keyword A, PV: 3 rc_1103, PV: 3
    114. 114. Don'ts: Use Linkcount We can be misled: From www.siteA.com From search engine Newsletter From site A, PV: 2 Direct, PV: 2 Keyword A, PV: 3 rc_1103, PV: 1; bounce Direct, PV: 2
    115. 115. Unless in AP. Linkcount creates the dilemma: <ul><li>One click generates two page views, or
    116. 116. Broken link in tracking user's navigation </li></ul>Don'ts: Use Linkcount
    117. 117. Bounce Rate: visitors hit a page and leave with out a click It's currently not accurate to our site because they might clicked but not tracked: <ul><ul><li>Linkcount, redirecting pages
    118. 118. Download links in event pages
    119. 119. External link (e.g. add to cart, YouTube) ( Solution ) </li></ul></ul>
    120. 120. Use Campaign tracking only when it is necessary: <ul><li>Campaign cookie overwrites each other by default, you then can't track the real contribution of each campaign
    121. 121. The default life span of a campaign cookie is 6-month
    122. 122. ( Cookie types ) </li></ul>Don'ts: Over-use Campaign Tracking We will start talking Acquisition in 2 weeks
    123. 123. That's all for today, any question?
    124. 124. More material if you are interested in Analytics... <ul><li>Google Analytics online training: </li><ul><li>http://www.google.com/support/conversionuniversity/ </li></ul><li>Web Analytics: An Hour a Day (book) </li><ul><li>http://www.amazon.com/Web-Analytics-Hour-Avinash-Kaushik/dp/0470130652 </li></ul><li>Useful blogs: </li><ul><li>http://cutroni.com/blog/
    125. 125. http://www.kaushik.net/avinash/ </li></ul></ul>
    126. 126. What will we do next week? <ul><li>Week 2: Acquire visitors
    127. 127. Exercise: come out one thing you want to know about Reallusion site, may be but not limited: </li><ul><li>An existing figure has been monitored
    128. 128. A useful goal that should be added
    129. 129. An KPI we should regularly checked </li></ul></ul>

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