0
2/11/2014
Who we are – Collin Condray
 18 years experience in
web development
 Retail data analysis for
multi-billion dollar
compa...
Who we are – Eric Huber
 Over 25 years as a
graphic designer for
both small businesses
and Fortune 500
companies
 Market...
This presentation might
already be obsolete!
Not everything in this
presentation will apply to
you!
Please Ask Questions!
6
7
Why Analytics
“What gets measured
gets managed.”
-Peter Drucker
8
Data Is Everywhere
 Computers make it easy
to store digital
interactions
 Typically you have
access to this information
9
Better Tools
 Services are providing
more than just the raw
data
 Graphs, charts, and other
insights are now built in
 ...
Downsides
 Data is largely fractured
 Analysis Paralysis
11
What Can You Do With The
Measurements?
12
 Change design
 Finding effective
content
 Change external
marketing mix
13
Why Google Analytics (GA)
 Free*
 Easy to install
 Lots of details
14
How Does It Work
 Little piece of code on all
pages of your website
 Can leave it off of pages
you don’t want to track
15
Downsides
 Doesn’t track everyone
 Visitors cookies need to
be enabled
 Requires Google
account
 Privacy
16
Vs. Other Packages
 Webalizer
 Analog
 Webtrends
 Uses the raw server logs
 Lots of noise
17
Interaction With Google
Search
 Does send info about
your site and your visitors
back to Google
 “If a service is free, ...
Visits and Pageviews
 Visits-how many
individual people visit the
site
 Pageviews-total number
of pages that visitors
ha...
Pages/Visit and
Avg. Visit Duration
 Pages/Visit -number of
pages/divided by the
number of visits
 Avg. Visit Duration
20
% New Visits and
Unique Visitors
 % New Visits -how many
visitors to your site are first
time visitors
 Unique visits-nu...
Bounce Rate
 Percentage of visits that
go only one page before
exiting a site
 Use A/B testing and
mouse tracking to
det...
Location
and Language
 Location from your ISP
 Language from your
web browser
23
Behavior: New vs. Returning
 A measure of how
compelling the site’s
content is.
 Returning visitors: is there
a favorite...
Mobile % of mobile, devices
 Do you need a better
mobile experience
25
Responsive Mobile
Traffic Sources - Search
 Organic
 Paid
26
Traffic Sources - Referral
 Include social sharing
buttons on your site
 Guest post on other
websites and include
your l...
Traffic Sources - Direct
 Directly typing your
website into the browser
 Clicking on a link in an
email
 Using a browse...
Visitor Flow
 Source
 Location
 Technology (ex. desktop
vs. mobile)
 Digital ads
 Keywords
 Drop off rates tell you
...
Conversions
 What do you want the
visitor to do?
 Fill out a contact form
 Sign up for a mailing list
 Click on a chat...
Goals - Ecommerce
 Add product to cart
 Go to cart
 Review cart
 Input payment information
 Confirm payment
informati...
Google Analytics
Social Reporting Tool
 How does social
media affect goals
 Which networks drive
traffic
 Where people ...
Measure – Hard Metrics
 Easy to do with
eCommerce but harder
to do with services.
 Need to create custom
web addresses t...
34
Complements Analytics
 Impressions vs. Clicks
 Top Queries/Top Pages
 Search Appearance
 Indexing Issues
35
36
Measure – Soft Metrics
37
 Number of followers on
social media networks
 Number of posts,
comments, Tweets, etc.
 Key i...
Measure
38
 What are they saying?
 Are they saying good or
bad things about you? Are
the good comments
increasing?
 Whe...
Measure – Hard
Metric Comparisons
 Pay Per Click (PPC) =
 Cost Per Click (CPC)
 Cost Per 1000 Impressions
(CPM)
 Get c...
40
Insight Areas
 Likes
 Reach
 Visits
 Posts
 People
41
Likes Analytics
 Number of Likes
 Number of Unlikes
 Source of Likes
 Ads
 Page Suggestions
 Your Page
 Mobile
42
Reach Insights
 Number of People who
saw posts on your page.
 Actions taken on posts
(like, share, comment)
43
Visits Insights
 Page and Tab visits
 Tab importance
 Checkins
44
Posts Insights
 Times and dates of visits
 Most effective post
types
 Which posts are have
highest reach and
engagement...
People Insights
 Demographics
 Location
46
Facebook-EdgeRank
 Affinity – relationship with
object (is this person a
friend or did they just Like
something)
 Weight...
48
Timeline Activity
 Mentions
 Follows
 Unfollows
49
Timeline Activity
 Favs
 Retweets
 Replies
50
Follower Information
 Number of followers
 Interests
 Location
 Gender
 Who your followers follow
51
52
Pinterest Analytics
 Only on business
accounts
 Similar metrics to other
social networks
53
Pinterest Metrics
 Pins
 Pinners
 Repins
 Repinners
 Impressions
 Reach
54
 Clicks
 Visitors
 Most Recent Pins
 ...
55
Hootsuite
 Reports from multiple
social media networks in
one place
 Some reports require a
pro account
56
Link Shorteners
 Example: Bit.ly
 Integrates with lots of
services (ex. Twitter)
 What percentage of your
clicks contri...
Click Tale
 How visitors are
interacting with your site
 What they are pausing
their mouse over
58
Paid Tools
 Sprout Social
 Radian 6
 SocialBro
 Twitalyzer
59
60
Vs. Comparison
 Vs. Last Period
 Vs. YAG
 Vs. Industry
61
Competitors or industry
 Google analytics lets you
select your industry
 Many social media
metrics are open for
public v...
Vs. Comparison
 Vs. Last Period: +76%
 Vs. YAG: -28.5%
 Vs. Industry
64
collin@bluezoocreative.com
Twitter.com/ccondray
9/26/2012
collin@bluezoocreative.com
Twitter.com/ccondray
479-966-9575
2/1...
Blue Zoo Creative Web and Social Analytics Seminar, February 2014
Blue Zoo Creative Web and Social Analytics Seminar, February 2014
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Blue Zoo Creative Web and Social Analytics Seminar, February 2014

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This is the presentation for the Web and Social Media Analytics seminar I gave for the Small Business Technology and Development Center at the University of Arkansas on February 11, 2014. It covers Google Analytics and social media analytics on Facebook, Twitter, and Pinterest.

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Transcript of "Blue Zoo Creative Web and Social Analytics Seminar, February 2014"

  1. 1. 2/11/2014
  2. 2. Who we are – Collin Condray  18 years experience in web development  Retail data analysis for multi-billion dollar companies (3M and Tyson)  Social media marketing  Agency experience with Collective Bias and Saatchi X
  3. 3. Who we are – Eric Huber  Over 25 years as a graphic designer for both small businesses and Fortune 500 companies  Marketing, advertising, and graphic design for small businesses  Award winning designer  Instructor for the New Design School
  4. 4. This presentation might already be obsolete!
  5. 5. Not everything in this presentation will apply to you!
  6. 6. Please Ask Questions! 6
  7. 7. 7
  8. 8. Why Analytics “What gets measured gets managed.” -Peter Drucker 8
  9. 9. Data Is Everywhere  Computers make it easy to store digital interactions  Typically you have access to this information 9
  10. 10. Better Tools  Services are providing more than just the raw data  Graphs, charts, and other insights are now built in  Raw data downloads are still available 10
  11. 11. Downsides  Data is largely fractured  Analysis Paralysis 11
  12. 12. What Can You Do With The Measurements? 12  Change design  Finding effective content  Change external marketing mix
  13. 13. 13
  14. 14. Why Google Analytics (GA)  Free*  Easy to install  Lots of details 14
  15. 15. How Does It Work  Little piece of code on all pages of your website  Can leave it off of pages you don’t want to track 15
  16. 16. Downsides  Doesn’t track everyone  Visitors cookies need to be enabled  Requires Google account  Privacy 16
  17. 17. Vs. Other Packages  Webalizer  Analog  Webtrends  Uses the raw server logs  Lots of noise 17
  18. 18. Interaction With Google Search  Does send info about your site and your visitors back to Google  “If a service is free, you’re the product.” 18
  19. 19. Visits and Pageviews  Visits-how many individual people visit the site  Pageviews-total number of pages that visitors have viewed on the site  Sometimes called “hits” interchangeably 19
  20. 20. Pages/Visit and Avg. Visit Duration  Pages/Visit -number of pages/divided by the number of visits  Avg. Visit Duration 20
  21. 21. % New Visits and Unique Visitors  % New Visits -how many visitors to your site are first time visitors  Unique visits-number of unduplicated visitors during the current time period 21
  22. 22. Bounce Rate  Percentage of visits that go only one page before exiting a site  Use A/B testing and mouse tracking to determine what keeps people on your site 22
  23. 23. Location and Language  Location from your ISP  Language from your web browser 23
  24. 24. Behavior: New vs. Returning  A measure of how compelling the site’s content is.  Returning visitors: is there a favorite category or section of the site that they’re revisiting?  New visitors: are you updating enough? 24
  25. 25. Mobile % of mobile, devices  Do you need a better mobile experience 25 Responsive Mobile
  26. 26. Traffic Sources - Search  Organic  Paid 26
  27. 27. Traffic Sources - Referral  Include social sharing buttons on your site  Guest post on other websites and include your link in the post  Web site fields on site profiles  Forum posts  Comments 27
  28. 28. Traffic Sources - Direct  Directly typing your website into the browser  Clicking on a link in an email  Using a browser’s bookmark  Clicking a link embedded in a document, PDF, excel, or other file 28
  29. 29. Visitor Flow  Source  Location  Technology (ex. desktop vs. mobile)  Digital ads  Keywords  Drop off rates tell you where you losing your visitors 29
  30. 30. Conversions  What do you want the visitor to do?  Fill out a contact form  Sign up for a mailing list  Click on a chat widget 30
  31. 31. Goals - Ecommerce  Add product to cart  Go to cart  Review cart  Input payment information  Confirm payment information  Thank you for purchasing!  Many eCommerce packages build this in since GA is everywhere 31
  32. 32. Google Analytics Social Reporting Tool  How does social media affect goals  Which networks drive traffic  Where people are discussing your organization 32
  33. 33. Measure – Hard Metrics  Easy to do with eCommerce but harder to do with services.  Need to create custom web addresses to share to track in detail. 33
  34. 34. 34
  35. 35. Complements Analytics  Impressions vs. Clicks  Top Queries/Top Pages  Search Appearance  Indexing Issues 35
  36. 36. 36
  37. 37. Measure – Soft Metrics 37  Number of followers on social media networks  Number of posts, comments, Tweets, etc.  Key influencers, who already have a following that is talking about you  Share of conversation
  38. 38. Measure 38  What are they saying?  Are they saying good or bad things about you? Are the good comments increasing?  Where is the conversation occurring? (blogs, news sites, forums, social media sites)
  39. 39. Measure – Hard Metric Comparisons  Pay Per Click (PPC) =  Cost Per Click (CPC)  Cost Per 1000 Impressions (CPM)  Get comparison rates from Google or Facebook ads
  40. 40. 40
  41. 41. Insight Areas  Likes  Reach  Visits  Posts  People 41
  42. 42. Likes Analytics  Number of Likes  Number of Unlikes  Source of Likes  Ads  Page Suggestions  Your Page  Mobile 42
  43. 43. Reach Insights  Number of People who saw posts on your page.  Actions taken on posts (like, share, comment) 43
  44. 44. Visits Insights  Page and Tab visits  Tab importance  Checkins 44
  45. 45. Posts Insights  Times and dates of visits  Most effective post types  Which posts are have highest reach and engagement 45
  46. 46. People Insights  Demographics  Location 46
  47. 47. Facebook-EdgeRank  Affinity – relationship with object (is this person a friend or did they just Like something)  Weight-type of post (images have the highest weight)  Time Decay-decreases as content ages  edgerankchecker.com 47 ∑ = Ue x We x De = Affinity x Weight x Decay
  48. 48. 48
  49. 49. Timeline Activity  Mentions  Follows  Unfollows 49
  50. 50. Timeline Activity  Favs  Retweets  Replies 50
  51. 51. Follower Information  Number of followers  Interests  Location  Gender  Who your followers follow 51
  52. 52. 52
  53. 53. Pinterest Analytics  Only on business accounts  Similar metrics to other social networks 53
  54. 54. Pinterest Metrics  Pins  Pinners  Repins  Repinners  Impressions  Reach 54  Clicks  Visitors  Most Recent Pins  Most Repinned  Most Clicked
  55. 55. 55
  56. 56. Hootsuite  Reports from multiple social media networks in one place  Some reports require a pro account 56
  57. 57. Link Shorteners  Example: Bit.ly  Integrates with lots of services (ex. Twitter)  What percentage of your clicks contributed to the overall number of clicks on that link 57
  58. 58. Click Tale  How visitors are interacting with your site  What they are pausing their mouse over 58
  59. 59. Paid Tools  Sprout Social  Radian 6  SocialBro  Twitalyzer 59
  60. 60. 60
  61. 61. Vs. Comparison  Vs. Last Period  Vs. YAG  Vs. Industry 61
  62. 62. Competitors or industry  Google analytics lets you select your industry  Many social media metrics are open for public viewing 62
  63. 63. Vs. Comparison  Vs. Last Period: +76%  Vs. YAG: -28.5%  Vs. Industry 64
  64. 64. collin@bluezoocreative.com Twitter.com/ccondray 9/26/2012 collin@bluezoocreative.com Twitter.com/ccondray 479-966-9575 2/11/2014
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