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Measurement and Analytics

Measurement and Analytics

Published in Business , Technology
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  • 1. Measurement & Analytics
  • 2. Resources (google evangelist)!/brianclifton!/davechaffey
  • 3. SMART KPIs
    SMART stands for goals or KPIs that are:
    • Specific. Is the objective applied to measure real-world problems an opportunities and drive performance?
    • 4. Measurable. Can a quantitative or qualitative attribute be used as a measure?
    • 5. Actionable. Can the information be used to improve performance? If the objective doesn’t change behaviour in staff to help them improve performance, there is little point in it!
    • 6. Relevant. Can the information be applied to the specific problem faced by organisations?
    • 7. Time-related. Does the goal cover a period like month, quarter or year?
  • Online Marketing
    Key Performance Indicators
  • 8. Measurement
    Key Performance Indicators
    Measures that help you understand how you are doing against your objectives.
    highlight success, or failures, for the objectives you have created for your organization
    Business Objectives:
    Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs
  • 9. Typical TrackableKPIs
    Increase Rate & Value of Conversions
    Increase Average order size (ecommerce apps)
    Increase Customer Lifetime Value
    Increase Average Revenue Per User
    Reduce Cost per Lead & Cost Per Sale
    Reduce Core Bounce rates
    Increase Frequency and Return rates
    Reduce Abandonment rates
  • 10. Metrics
    Traffic Related Statistics
    # Page Views, Visits, Unique Visitors
    Channel Statistics
    Decomposition of Organic, Paid, Email, Direct etc..
    Social Stats
    # of Twitter, FB, Blog, LinkedIn followers/comments
    # of 3rd Party Links
    Partners, Referrals, Promotions, Affiliates
    # of Newsletter signups
    # of Site Specific Downloads
    Webinar Views, Articles, Whitepapers, podcasts
  • 11. Simple KPI Framework
  • 12.
  • 13. Google Analytics
  • 14. Add GA Code
  • 15. Tracking Txns
  • 16. Ways to Monitor Site Performance
  • 17. Acquisition Strategy
    How good is the acquisition strategy? Traffic Sources Report.
    Around 40% to 50% Search is normal
    20% or so Direct Traffic.
    20% to 30% Referring Sites
    10% Campaigns
  • 18. Check Visitor Loyalty & Recency
  • 19. Recency
  • 20. Length of Visit
  • 21. Landing Page Performance
    Landing Page Performance
  • 22. Custom Alerts
    Tip: Use Custom Alerts in your system
  • 23. Segmenting your audience by setting up advanced segments
  • 24. Segmentation
    • Key referring segments:
    • 25. Search
    • 26. Paid vs Natural
    • 27. Branded vs non-branded
    • 28. Email marketing
    • 29. Affiliates
    • 30. Social media
    • 31. Don’t forget:
    • 32. New vs returning/customer non-customer
    • 33. First and last referrer. Use attribution scripts:
  • 34. Segmenting Search
  • 35. Other Segmentation Options
    5. Segmentation by Landing Page Type
    6. Segmentation by Event:
    • Conversion goal types and E-commerce 
    7. Segmentation by Platform (less important)
    • Browser
    • 36. Screen resolution
    • 37. Mobile platforms
    8. Segmentation by Location
    1. Segmentation by Referrer / Traffic source:
    • Paid
    • 42. Natural
    • 43. Paid and natural brand and non-brand
    • 44. By number of keywords – 2,3,4
    • 45. Social media
    2. Segmentation by Visitor Type
    3. Segmentation by Engagement
    4. Segmentation by Content Viewed 
    • Key landing page
    • 50. Product page
    • 51. Checkout complete
    • 52. Folders for large organisation
    + By behaviour – search and browse
  • 53. Modifying profile setup within “Google Analytics Settings”
    Customisation technique 5
    Goals and funnels
  • 54. Filter example
  • 55. 20 goals in GA so group them!
  • 56. Setting up conversion goals
    • Remember to
    • 57. Setup multiple conversion goals
    • 58. Attach notional value to each
    • 59. Can then assess $Index value by referrer and content
    • 60. Ecommerce sites have specific product value attached so generally best not to add value to non-sales goal
  • Conversion funnels
    • These can be setup for each conversion goal
    • 61. Example: Email sign-up, Landing page, checkout
    • 62. Consider higher level funnels – or use conversion goals for these
  • Simple funnel setup and what NOT to do
    Gotchas 1. The match type also applies to the funnel care with exact match
    Gotchas 2. Not actually the URL start with /<page>
    Gotchas 3. Including a trailing slash /
    Gotchas 4. Missing/wrongly assigning goal value
    Gotchas 5. Required step may exclude some behaviour e.g. entry deeper into funnel
    NB – Segmenting funnel:
  • 63. Segment your funnels!
  • 64. Voice of Customer
  • 65. Use Feedback tools for…“Why” not “What”
  • 66.
    “Bad web site. Difficult to find item as no search box provided for short cut”
    “I can't find any prices on your website”
    “Would like to see where I can buy products from” .
  • 67. Voice of the customer
  • 68. Gaining site and business innovation ideas through Uservoice
  • 69. Tools