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Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
Web Analytics Unraveled
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Web Analytics Unraveled

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Before you can create a killer dashboard to monitor and measure your online marketing effectiveness, companies like yours need to first do some prep work: …

Before you can create a killer dashboard to monitor and measure your online marketing effectiveness, companies like yours need to first do some prep work:

1) Outline your objectives and goals (if you don't know where you're going, any path will take you there)

2) Choose the right measurement framework

3) Establish your KPI's (metrics directly tied to your business objectives)

4) Create an implementation roadmap (which KPI's you should monitor first)

5) Select the tools that will power your dashboard (a mix of free, paid, and internally created reports)

Published in: Technology, Business
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Notes
  • Here's a complimentary blog post that goes with our presentation, Web Analytics Unraveled...

    A Few Good KPI's Can Make A Brand Healthy, Wealthy and Wise
    http://heardable.com/blogs.php?user_id=7&blogentry_id=292
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • On May 10, 2011, Heardable's CEO, Jon Samsel, was asked to speak at the Jamba Juice Digital Marketing Summit in Emeryville, California. The juice jam was organized by Jim Holbrook, CEO of of Neighbor Agency and Conn Fishburn, Founder and CEO, F3 Ideas. Guest speakers included reps from Google, Manatt, Twitter, Facebook and Heardable.

    Here is a quick summary of what's inside...

    Online marketers - Before you can create a killer dashboard to monitor and measure your online marketing effectiveness, companies like yours might want to first do some prep work:

    1) Outline your objectives and goals (if you don't know where you're going, any path will take you there)

    2) Choose the right measurement framework

    3) Establish your KPI's (metrics directly tied to your business objectives)

    4) Create an implementation roadmap (which KPI's you should monitor first)

    5) Select the tools that will power your dashboard (a mix of free, paid, and internally created reports)

    Enjoy the presentation!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
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  • 1. Web Analytics
    Unraveled
    Measurement Framework, Tools and Dashboards- May 10, 2011
  • 2. If you don't know where you're
    going, any path will take you there.
  • 3. First Acknowledge Where You Are
    Expert
    Advanced
    Performance Management
    Integrated Marketing
    Behavior Optimization
    Website Metrics
    Intermediate
    Beginner
    Strategic web
    Focus on the customer,
    optimize spend
    Marketing-driven, metrics that matter, try & learn
    IT-driven, feel good info
    Modified version of slide #17 from "Establishing Your Online Analytics Maturity" by Stephane Hamel via Slideshare
    3
  • 31. Next, Before You Measure Anything
    Create a measurement framework
    1. Business Objectives
    2. Goals
    3. Metrics
    4. KPI's (driven by biz goals)
    5. Targets
    6. Dimensions
    7. Segments
    Source: "Web Analytics 101" by Avinash Kaushik
    4
  • 32. Definitions
    Example
    Business Objective:
    Why your brand is on the web.
    Web Goals:
    Strategies to accomplish your objectives.
    Metrics:
    A metric is a number.
    Key Performance Indicators:
    Metrics that help you understand how you're doing against your objectives.
    Target:
    Numerical values you have pre-determined as indicators success or failure.
    Dimension:
    An attribute of the Visitor to your website.
    Segments:
    A segment contains a group of rows from one or more dimensions.
    Business Objective:
    Retail foot traffic.
    Web Goals:
    Increase e-coupon usage.
    Metrics:
    80% of the #'s are irrelevant. 20% = KPI's
    Key Performance Indicators:
    # of Groupon sales
    # of Individual memberships
    Target:
    Groupon: 8,000 sales per month
    Memberships: 1,800 per month
    Dimension/Segments:
    Acquisition - Groupon ads, Mid-western US states, Females
    Behavior - Website & Groupon conversions, (Action Alerts, Memberships)
    Adapted from "Web Analytics 101" by Avinash Kaushik
    5
  • 33. Previous example calculated without
    any help from a web analytics tool.
    Statement by Avinash Kaushik
  • 34. Prioritize What You Plan to Measure
    Website conversions
    Social media participation
    Social media monitoring
    Social media advertising
    Paid search
    Organic search (onsite)
    Organic search (offsite)
    Crowdsourced couponing
    Internet display advertising
    Email (sales)
    Email (service)
    Blogging
    Microblogging
    Affiliate marketing
    Aggregator marketing
    Multimedia content syndication
    Video & audio marketing
    Landing page optimization
    Location-based marketing
    Co-branded partnerships
    Mobile marketing
    CreateKPI's
    Mapped to objectives and goals
    7
  • 35. Analytics Implementation Roadmap
    u
    v
    Easy
    EASE OF EXECUTION
    w
    x
    Hard
    IMPACT
    Low
    High
    8
  • 36. Delicious Food Corp, Inc.
    Easy
    EASE OF EXECUTION
    Groupon: 8,000 sales per month
    Hard
    IMPACT
    Low
    High
    9
  • 37. Big Picture
    10
  • 38. Website Analytics
    11
  • 39. Website Analytics Tools
    Under $500 /mo
    Free
    $50k-$1 million /yr
    12
  • 40. Common Tool Features
    Real-time analytics
    Historical analytics
    Standard & custom reports
    Interactive graphs
    Advanced segmentation
    Referring page analysis
    Click path analysis
    Page & file type stats
    Content stats
    Keyword stats
    Geographic insights
    Campaign integration
    Visitor insights
    Rich user interface/dashboard
    Goal conversions
    Mobile tracking
    Funnel reports
    Track multiple domains
    Comprehensive help guides
    Mobile stats
    Heatmaps
    Notifications
    Automated reporting
    Access errors
    13
  • 41. What's Commonly Measured
    Behavioral Variables
    Hit
    Page view
    Visit
    First Visit
    Unique Visitor
    Repeat Visitors
    New Visitor
    Impression
    Bounce Rate
    Session Duration
    Time on Page
    Engagement Time
    Page Views per Session
    Session per Unique
    Click path
    Site Overlays
    Temporal Variables
    Day & Time
    Recency
    Frequency
    Environmental Variables
    IP address
    Screen resolution
    Browser type
    Operating system
    Location
    Time zone
    Referrer Variables
    Referring domain
    Campaign ID
    Affiliate ID
    14
  • 42. What Should Be Measured
    Likelihood to convert by visitor type — instead of “number of visits”
    Shortest paths to sale — instead of “top click streams”
    Top conversion obstacles — instead of "top exit pages"
    Daily revenue gap — instead of "daily bounce rate" (maximum revenue potential of a website minus actual revenue)
    Page elements most interacted with — instead of "time on site"
    15
  • 43. Impact
    OLD SITE
    NEW SITE
    Likelihood to convert by visitor type
    Tailored website ads to match user demographic/need
    Shortest paths to sale
    Removed 35% of homepage actions to widen funnel
    Top conversion obstacles
    Streamlined forms, added phone #'s, removed clutter
    Daily revenue gap
    Balanced against customer sat to maximize site revenue
    Page elements most interacted with
    Added interactive tools, video & social sharing
    16
  • 44. Social Media Monitoring
  • 45. Factors Affecting the Selection of SMM Tools
    Metrics offered
    2.47
    User interface
    2.33
    Ability to integrate
    2.29
    Price
    2.13
    Ability to schedule updates
    1.82
    Pro access to data streams
    1.42
    Relationship with vendor
    1.39
    On a scale of 1-4, with 4 being the most important factor - KISSmetrics & oneforty survey, May 2011
    18
  • 46. What Companies Pay for SMM Tools
    $100 per mo or less
    54.7%
    $100-$500 per mo
    19.7%
    $500-$5,000 per mo
    19.0%
    $5,000-$10,000 per mo
    4.4%
    $10,000+ per mo
    2.2%
    Source: KISSmetrics & oneforty survey, May 2011
    19
  • 47. Free SMM Tools
    Based on the chart developed by KISSmetrics & oneforty for their May 2011 survey
    20
  • 48. Paid SMM Tools
    Less Than $500 per Month
    Greater Than $500 per Month
    21
  • 49. Common Tool Features
    Dashboard
    Build database of influencers
    Demographics
    Custom listening queues
    Social mentions & volume
    Sentiment analysis
    Content, keywords & tags
    Engagement tools
    Conversation history
    Customer service outreach
    Third-party integration
    Customizable consoles
    Mobile version
    Visualization tools
    Workflow management
    Benchmark competitors
    Social feeds
    Search by media type
    Reports and data exports
    Support for multiple users
    Training
    Export data
    Data archiving
    Multiple language support
    22
  • 50. What's Commonly Measured
    Comments/mentions
    Unique commenters
    # of new commenters
    Thread size
    Time with content
    Content downloads
    Subscriptions/subscribers
    Content views/plays/opens
    Likes/follows/votes
    Content sharing (retweets, stumbles, bookmarks)
    Suggestions/feedback/comments
    Spinoff content/link backs
    Recommendations/ratings
    Brand posts
    Hashtags
    Reach
    Viewership
    23
  • 51. What Should Be Measured
    Lot's of things. Social metrics are evolving rapidly.
    Things like vector analytics are upon us...
    = the rate & direction of the change in the position of a brand
    Source: Heardable.com 2.0, currently in alpha testing
    24
  • 52. And Predictive Analytics
    Source: Heardable.com 2.0, currently in alpha testing
    = the path a brand is heading in over time
    Dec 2011
    Nov 2011
    Oct 2011
    Sept 2011
    25
  • 53. Impact
    If being the top performing brand in your industry on Facebook was one of your brand strategies for the next year and you could forecast that your top competitor was outpacing you 18:1, what would you do?
    How about augmenting your social media tactics and realigning your online marketing budget so that you could make quick changes to influence next quarter's results?
    Imagine if your shareholders had access to the same predictive analytics tools that you do -- would that prompt your management to approach social media any differently?
    26
  • 54. Dashboards (scorecards).
    27
  • 55. Google Analytics
    28
  • 56. Omniture SiteCatalyst
    29
  • 57. Radian 6
    30
  • 58. eCairn
    31
  • 59. Ideal Dashboard May Be Unattainable
    * Limitations of legacy systems
    * Data controlled by silo'd channels
    * Limited budget/resources
    * Lack of senior mngt advocate (CAO)
    * Unrealistic timelines
    * Rapid change/lack of standards
    * Difficult/costly to integrate
    * Data not always reliable (social)
    * Every company's goals different
    * Lack of skill set & expertise
    32
  • 60. Dashboards Are Unique to Each Company
    Website Analytics
    Google Analytics
    Omniture SiteCatalyst
    Clicky
    Woopra
    Conversion Funnel
    Unbounce
    Omniture Test&Target
    ClickTale
    SnapEngage
    Social Monitoring
    eCairn
    Radian6
    SocialMention
    Facebook Insights
    Us vs. Competitors
    Heardable
    Compete
    Nielsen Suite
    comScore MobiLens
    Content Optimization
    Omniture Publish
    Google Keyword Tool
    Covario Insight
    Zoomerang
    Advertising
    Acxiom Digital Email
    Test&Target 1:1
    Commission Junction
    Vibrant VXPlatform
    Production
    Salesforce CRM
    Custom Lead Mngt
    Call Center Reports
    Sales & Revenue
    Server Side Analytics
    Log Files
    Uptime % and Errors
    Page Load Speed
    Intra-site Search Stats
    Approx 80% of your value comes from 20% of your analytics data.
    Context lies in the relationship between data points across platforms.
    Custom build & integrate only what gives you a competitive advantage.
    Subscribe to most analytics tools (more cost-effective, test & learn).
    33
  • 61. Be Great At Analytics Tied to Your Goals
    Website Analytics
    Google Analytics
    Omniture SiteCatalyst
    Clicky
    Woopra
    Conversion Funnel
    Unbounce
    Omniture Test&Target
    ClickTale
    SnapEngage
    Social Monitoring
    eCairn
    Radian6
    SocialMention
    Facebook Insights
    Us vs. Competitors
    Heardable
    Compete
    Nielsen Suite
    comScore MobiLens
    Content Optimization
    Omniture Publish
    Google Keyword Tool
    Covario Insight
    Zoomerang
    Advertising
    Acxiom Digital Email
    Test&Target 1:1
    Commission Junction
    Vibrant VXPlatform
    Production
    Salesforce CRM
    Custom Lead Mngt
    Call Center Reports
    Sales & Revenue
    Server Side Analytics
    Log Files
    Uptime % and Errors
    Page Load Speeds
    Intra-site Search Stats
    Have site traffic but poor conversions?
    Want to be the top performing brand in your industry on Facebook?
    If SEO, content syndication & inbound link building are goals, then...
    34
  • 62. Tools and tactics are essential,
    but strategy wins the war.
  • 63. If Your Goal Is To Dominate E-Commerce
    Kosmix: Uses semantic analysis technology to track, filter and re-publish quality social media content.
    April, 2011
    WalmartLabs new mission: To invent the next generation of ecommerce: integrated experiences that leverage the store, the web, and mobile, with social identity being the glue.
    You could purchase an analytics company, like Walmart did
    36
  • 64. Chief Analytics Officer
    Or hire one of these
    37 of 10
  • 65. Super-Mega Dashboard Extraordinaire
    [ INSERT YOUR BRAND NAME HERE ]
    38
  • 66. data that drives decisions
    heardable.com
  • 67. Photo Credits
    http://www.deviantart.com/download/163636057/Fork_In_The_Road_by_rdj9.jpg
    http://pauhanaparrotheads.org/wp-content/uploads/2011/01/Tiki-and-Party-006.jpg
    http://goingout.urbanbacon.com/wp-content/uploads/2010/09/money.jpg
    http://www.nottheads.com/images/100dollars.jpg
    http://i33.tinypic.com/29zu0pj.jpg
    http://www.toy-tma.com/wp-content/uploads/2009/12/Army-Men-Shadows-in-the-Mist.jpg
    http://funnynerds.com/images/kravatte1024x768.jpg
    http://http://www.cinemassivedisplays.com/Quad_Gemini_19DS.php
    http://images.cdn.fotopedia.com/flickr-3147506658-hd.jpg
    40

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