The document outlines an MBA program focused on analytics and measurement in digital marketing and social media, covering tools such as Google Analytics and social marketing analytics. It includes information on metrics, A/B testing, and Google AdWords best practices for first-time users, emphasizing the importance of analytics in measuring business objectives. Additionally, it provides resources for further reading and highlights the challenges associated with cloud-based web analytics.

1. analytics and measurementMBA Program, Advertising & MarketingCourse: Digital Marketing and Social MediaDvirReznikdvirreznik.com@dvirreznik

2. Star trek & analytics (video)

3. AgendaAnalytics Metrics Lifecycle ProcessEverything can be measuredThe world of (Google) Web AnalyticsDefinitions – SEM and SEOGoogle Analytics, hands on (demo)Goals, A/B Testing, Funnel, In-page analyticsSocial Marketing AnalyticsGoogle AdWords – Tips for 1st time users

5. Recommended reading/rss-ingGoogle Analytics Blog: http://analytics.blogspot.comAvinashKaushik: http://www.kaushik.net/avinash/Jeremiah Owyang: http://www.web-strategist.com/blog/CMO.com: http://www.cmo.com/blogs/web-analyticsGA Youtube channel: http://www.youtube.com/googleanalyticsBooks/PDFsWeb Analytics – An Hour A Day – AvinashKaushikWeb Analytics 2.0 – AvinashKaushikAdvanced Web Metrics with GA – Brian CliftonGartner: Key Challenges in Web Analytics – Bill GassmanAltimeter Group: Social Marketing AnalyticsForrester: Appraising Investments in Enterprise Analytics

6. Everything (can) should be measured

7. Are you using a web analytics tool?

8. Web analyticsOver 30 different web analytics tools

9. Google Analytics was introduced Nov 2005. A week after launch Google froze new registrations due to overwhelming demand

10. Today, GA can be found at almost 60% of the 10,000 most popular websites (WW), and 80% of the 100,000 most popular websitesDisadvantages of using a cloud-based web analyticsJS code can be blocked by browser add-ins or the user

11. Not all cellphones support JS in their mobile browsers

12. A user can either block or delete the cookie

13. Privacy issueSEO – Terms and definitions

14. SEM – terms and definitions

15. Google analytics – hands on (demo)

16. Advanced metrics+20% sign ups

18. +250% opt-in rate

19. +5% download rate (A/B/C testing)

20. Funnel, goals

21. In-page analytics, advanced segments and filters (video)

22. Social marketing analytics

23. Social Marketing Analytics is the discipline that helps companies measure, assess andexplain the performance of social media initiatives in the context of specific businessobjectives.There is currently no single vendor that can effectively measure all aspects of social media.Source: Social Marketing Analytics report, The Altimeter Group, April 2010

24. Social marketing analytics

25. Google adwords

27. AdWords Ads GuidelinesTextualAd title up to 25 characters

28. Product/service description: 2 lines, up to 35 characters in each line

29. Displayed URL: up to 35 charactersImageStatic (JPG, PNG), Animated (GIF) or Flash

30. 8 possible formats (image size)

31. Weight: up to 50Kb

32. Flash: up to 30sec, 15-20 frames per second

33. Family Status: Family Safe, None-Family Safe, Adult Sexual Content

34. No funny business: Windows/Mac/Linux pop-up boxes, System Errors, Mouse effects, etcGoogle AdWords Advertising Policy

35. 10 Tip for 1st time Google AdWords UsersUse your keywords in the ad itself (Google will highlight once searched)

36. Create several Ad Groups, with fewer keywords in each group

37. Create, test, analyze several ads in each Ad Group, both textual and image

38. ‘Free’ boosts performance (clicks, actions, conversion)

39. Thin slice your audience – designated landing pages

40. Schedule your campaign according to user trends (Weekdays)

41. Use negative keywords

42. Use Site Exclusion

43. See what your competitors are doing

44. Analyze, Analyze, Analyze

45. Thank youMBA Program, Advertising & MarketingCourse: Digital Marketing and Social MediaDvirReznikdvirreznik.com@dvirreznik