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This presentation got an overwhelming response from marketing professionals. The basis of the presentation is providing an overview of tools available to measure off-site activity for your brand, ...

This presentation got an overwhelming response from marketing professionals. The basis of the presentation is providing an overview of tools available to measure off-site activity for your brand, company, or service. Too many folks rely simply on analytics - ignoring the search, social, targeting, optimization and behavioral tools that can really help you take your online marketing to the next level. Updated with over 50 Tools!

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    But you are not considering the updates on Google Analytics V5 as multichannel funnels and social reports. Isn' it?
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50 Tools 50 Slides 50 Minutes! 50 Tools 50 Slides 50 Minutes! Presentation Transcript

  • 50 Tools!50 Slides!50 Minutes?
    50 Tools!50 Slides!50 Minutes?
    @douglaskarr @dknewmedia @mktgtechblog @corpblogging
    Text MKTG to 71813 to Subscribe to our Newsletter
  • Web Analytics
    }
    }
    Your Site
    Many people focus all of their attention on their analytics applications to monitor the performance of their online marketing. The problem is that website analytics only provides a view into a tiny sliver of your visitors’ activities.
  • Analytics Misses
    • Behavior
    • Identity
    • Social
    • SERP
    Website analytics miss search engine result page (SERP) activity, they miss the conversation that led visitors from social sites, and worst... they miss the actual identity of the people visiting your site. They miss....
  • Analytics Misses
    • Answers!
  • Paths to Your Site
    • Search
    • Ad
    • Social
    • Email
    • Web
    Analytics paints a picture of simple paths to our site... but the reality is quite different...
  • Real Paths to Your Site
    • Ad
    • Search
    • Social
    • Email
    • Web
  • Make Paths
    • Ad
    Campaign
    • Search
    Keywords
    • Social
    URLs
    • Email
    Campaign
    • Web
    Domains
    It’s the website director’s job to develop those paths and point visitors in the right direction through hierarchy, navigation and design.
  • Visitor Intent
    Not everyone visits your site to make a purchase, so there needs to be multiple strategies deployed that are developed based on the intent of the visitor.
  • Track Paths
    • Landing Page
    • Ad
    http://www.webtrends.com/Products/Analytics?source=display&detail=mktingtechblog
    <a href="order.html" onclick="javascript:pageTracker._trackPageview('/special/mypage');">Order Now</a>
    It’s the website director’s job to ensure that campaign tracking is in use so they can monitor the performance of those paths.
  • Set Goals
    http://www.google.com/analytics
    Those paths can be realized by implementing Goals within Analytics to monitor the path’s performance.
  • Funnels
    Ad
    Call-to-Action
    Landing Page
    Confirmation Page
    http://www.google.com/analytics
    http://www.clicktale.com/
    And Funnels within Analytics to visually display the path’s performance.
  • Webmasters
    http://www.google.com/webmasters
    But what about SERPs? How does your search engine result perform on a SERP? That’s why we need Webmaster’s Tools.
  • SERP CTR
    http://www.google.com/webmasters
    We can monitor the click-through rate of our entries on a SERP using Google Webmasters... and adjust meta descriptions to improve CTRs.
  • Monitoring Rank
    http://www.authoritylabs.com
    We can use tools like Authority Labs to monitor our rank over time to see how site and content changes are impacting our search rankings.
  • User Behavior
    http://www.reinvigorate.com
    We can use tools like Reinvigorate to see if our users are actually using the paths that we build.
  • User Attention
    http://www.eyetrackshop.com
    http://www.clicktales.com
    We can use tools to see how users view elements on a page and in what order.
  • Improving Rank
    http://www.seomoz.org
    http://www.gshiftlabs.com
    http://www.brightedge.com
    We can use SEO monitoring like SEOmoz, gShiftLabs and BrightEdge to help us improve our site’s optimization.
  • Keywords
    http://www.semrush.com
    Do you already rank on Keywords? Analytics only tells you the keywords that drew traffic, what about the others? SEMRush
  • Places
    http://www.google.com/places
    If we’re location-based, we can add our business(es) to Google Places and utilize their Analytics to monitor CTRs from geosearches.
  • Copy
    http://www.tynt.com
    We utilize Tynt to see how many times people copied content from our site and how it impacted visits and search. Tynt.
  • Social Monitoring
    Other tools provide analytics, natural language processing and tools to monitor how your brand is talked about offsite as well as alerts to notify you of mentions.
  • Social Sharing
    And offsite sharing is HUGE when it comes to driving traffic... second only to search (while impacting search).
  • Social Networks
    How we think of networks:
    The reality of networks:
    • Paul Adams, http://www.thinkoutsidein.com/blog/
    Networks are evolving and becoming more segmented and complex. It’s necessary to utilize monitoring tools to keep on top of your company’s reputation.
  • Facebook Pages
    Facebook insights has released a new version, supplying more information on reach, audience and content.
  • Social Tracking
    Most social traffic, because of URL shorteners and redirects, shows up as Direct Traffic in your Analytics!
    Use URL Shorteners that provide Analytics
    Use Campaign Codes
    http://bit.ly
    http://www.hootsuite.com
    Combined with Analytics campaign codes, we can use Bit.ly or Hootsuiteto track how social is impacting our site’s traffic.
  • Social Management
    http://www.argylesocial.com
    http://www.shoutlet.com
    Social management suites let you view, report and publish your social activity from a single platform.
  • Social Influence
    http://www.klout.com
    http://www.appinions.com
    http://www.followerwonk.com
    And now tools are evolving to measure people’s influence and authority in the social space. Klout, Appinions, FollowerWonk
  • Social Analytics
    http://www.pagelever.com
    http://social.webtrends.com
    Just as you measure on-site performance with analytics, now you can measure off-site analytics.
  • Social Segmentation
    • Visitor
    • Follower
    • Customer
    • Fan
    • Advocate
    http://www.lithium.com
    People that follow you want to be treated differently based on their dedication to you. Are you treating them differently?
  • Social Conversions
    http://www.argylesocial.com
    Tools like Argyle allow you to embed code on your site to measure actual conversions you’ve received by Social Medium.
  • Public Relations
    http://www.marketwire.com
    Tools like Marketwire allow you to check the stats of your Press Releases – measuring clicks and SEO visibility.
  • Email
    Campaign
    Content
    List
    http://www.delivra.com
    Email and RSS Feeds also provide traffic that is often measured as ‘direct’. Using Analtytics for Email and Feeds is key.
  • Feed
    http://www.feedburner.com
    ERSS Feeds also provide traffic that is often measured as ‘direct’. Using Analtytics for Feeds is key.
  • Internal Search
    Google Site Search
    Turning on internal search and understanding what people are searching for within your site will help you improve your site.
  • Trends
    http://www.google.com/trends
    http://www.hashtracking.com
    Beware of measuring day to day, week to week or even month to month. Your site’s traffic will change based on behavior that’s often outside of your control. Watch the trends.
  • Businesses
    NameTag
    Hubspot
    Businesses can reveal themselves by identifying the IP address where the page was requested from!
  • Mobile
    iPhoney – A mobile emulator
    http://www.gomez.com/cross-device-website-compatibility-test/
    Consumers are using the web on mobile devices more and more. Are you changing the user experience based on their device?
  • Tablet
    iPad Peek – http://www.ipadpeek.com
    Consumers are using the web on tablet devices more and more. Are you changing the user experience based on their device?
  • Segmentation
    Google Analytics offers basic segmentation for your reporting. Are you segmenting based on prospects, customers, or your own staff’s interactions with your site?
  • Custom Reports
    Google Analytics also added customer reporting.
  • Marketing Ecosystem
    Content Curation
  • Aggregation
    Tools like Twylah, Postana and Trunk.ly allow you to aggregate your own links and share them with others.
  • Curation Tools
    Redux, Scoop.it, Curatedby, Keepstream, Qrait, Pearltrees, Bagtheweb, Storify, Equentia
  • Centralization
    Twenty Feet, Webtrends Analytics 10 for centralization
  • Dashboards
    Geckoboard integrates with hundreds of APIs to centralize your business KPIs
  • Content Optimization
    http://www.webtrends.com/Products/Optimize
    And optimization tools to dynamically change your site based on visitor behavior to improve overall performance.
  • Feed the Senses
    Text
    Audio
    Video
    Kinesthetic
    Many people don’t read. Is your messaging paralleled in audio? Video? Are you providing some interactive tools?
  • Podcasts
    You can monitor audio consumption with Analytics on Podcasts (Blog Talk Radio).
  • Videos
    You can monitor video consumption. Vimeo and YouTube all offer video analytics with their packages.
  • Events
    <a href="#" onClick="_gaq.push(['_trackEvent', 'Videos', 'Play', 'Baby's First Birthday']);">Play</a>
    Or you can program your own events in Analytics tools like Google.
  • What do I measure first?
    What is a conversion?
  • Where do I measure?
    Where do those visitors come from?
  • How do I measure?
    How do I measure and monitor THEM?
  • Can you ask?
    How do I really find out?
  • Thanks to Kevin Mullett for some tips!We help companies reach their marketing potential.Text MKTG to 71813 to Subscribe to our Newsletter
    @douglaskarr
    http://www.dknewmedia.com
    http://www.marketingtechblog.com
    http://www.corporatebloggingtips.com
    doug@douglaskarr.com
    http://trunk.ly/douglaskarr
    You can find us on Facebook, too!