0
Measurement & Analytics<br />
Resources<br />http://analytics.blogspot.com/<br />http://www.smartinsights.com/strategy/digital-marketing-strategy/<br />...
SMART KPIs<br />SMART stands for goals or KPIs that are:<br /><ul><li>Specific. Is the objective applied to measure real-w...
Measurable. Can a quantitative or qualitative attribute be used as a measure?
Actionable. Can the information be used to improve performance? If the objective doesn’t change behaviour in staff to help...
Relevant. Can the information be applied to the specific problem faced by organisations?
Time-related. Does the goal cover a period like month, quarter or year?</li></li></ul><li>Online Marketing <br />Key Perfo...
Measurement<br />Key Performance Indicators<br />Measures that help you understand how you are doing against your objectiv...
Typical TrackableKPIs<br />Increase Rate & Value of Conversions<br />Increase Average order size (ecommerce apps)<br />Inc...
Metrics<br />Traffic Related Statistics<br /># Page Views, Visits, Unique Visitors<br />Channel Statistics <br />Decomposi...
Simple KPI Framework<br />
www.smartinsights.com<br />www.davechaffey.com/Spreadsheets<br />
Google Analytics<br />
Add GA Code<br />
Tracking Txns<br />
Ways to Monitor Site Performance<br />
Acquisition Strategy<br />How good is the acquisition strategy? Traffic Sources Report.<br />Around 40% to 50% Search is n...
Check Visitor Loyalty & Recency<br />
Recency<br />
Length of Visit<br />
Landing Page Performance<br />Landing Page Performance<br />
Custom Alerts<br />Tip: Use Custom Alerts in your system<br />
Segmenting your audience by setting up advanced segments<br />
Segmentation<br /><ul><li>Key referring segments:
Search
Paid vs Natural
Branded vs non-branded
Email marketing
Affiliates
Social media
Don’t forget:
New vs returning/customer non-customer
First and last referrer. Use attribution scripts:</li></ul>http://www.google.com/support/forum/p/Google+Analytics/thread?t...
Segmenting Search<br />
Other Segmentation Options<br />See <br />5. Segmentation by Landing Page Type<br />6. Segmentation by Event:<br /><ul><li...
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Eden-Meausurement-Analytics

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Measurement and Analytics

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Transcript of "Eden-Meausurement-Analytics"

  1. 1. Measurement & Analytics<br />
  2. 2. Resources<br />http://analytics.blogspot.com/<br />http://www.smartinsights.com/strategy/digital-marketing-strategy/<br />http://www.kaushik.net/avinash/ (google evangelist)<br />http://www.advanced-web-metrics.com/blog/<br />http://twitter.com/#!/brianclifton<br />http://twitter.com/#!/davechaffey<br />http://www.roirevolution.com/blog/<br />http://online-behavior.com/<br />http://online-behavior.com/<br />
  3. 3. SMART KPIs<br />SMART stands for goals or KPIs that are:<br /><ul><li>Specific. Is the objective applied to measure real-world problems an opportunities and drive performance?
  4. 4. Measurable. Can a quantitative or qualitative attribute be used as a measure?
  5. 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. 6. Relevant. Can the information be applied to the specific problem faced by organisations?
  7. 7. Time-related. Does the goal cover a period like month, quarter or year?</li></li></ul><li>Online Marketing <br />Key Performance Indicators<br />
  8. 8. Measurement<br />Key Performance Indicators<br />Measures that help you understand how you are doing against your objectives.<br />highlight success, or failures, for the objectives you have created for your organization<br />Business Objectives:<br />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 <br />
  9. 9. Typical TrackableKPIs<br />Increase Rate & Value of Conversions<br />Increase Average order size (ecommerce apps)<br />Increase Customer Lifetime Value<br />Increase Average Revenue Per User<br />Reduce Cost per Lead & Cost Per Sale<br />Reduce Core Bounce rates<br />Increase Frequency and Return rates<br />Reduce Abandonment rates<br />
  10. 10. Metrics<br />Traffic Related Statistics<br /># Page Views, Visits, Unique Visitors<br />Channel Statistics <br />Decomposition of Organic, Paid, Email, Direct etc..<br />Social Stats<br /># of Twitter, FB, Blog, LinkedIn followers/comments<br /># of 3rd Party Links <br />Partners, Referrals, Promotions, Affiliates <br /># of Newsletter signups<br /># of Site Specific Downloads <br />Webinar Views, Articles, Whitepapers, podcasts<br />
  11. 11. Simple KPI Framework<br />
  12. 12. www.smartinsights.com<br />www.davechaffey.com/Spreadsheets<br />
  13. 13. Google Analytics<br />
  14. 14. Add GA Code<br />
  15. 15. Tracking Txns<br />
  16. 16. Ways to Monitor Site Performance<br />
  17. 17. Acquisition Strategy<br />How good is the acquisition strategy? Traffic Sources Report.<br />Around 40% to 50% Search is normal<br />20% or so Direct Traffic.<br />20% to 30% Referring Sites<br />10% Campaigns<br />  <br />
  18. 18. Check Visitor Loyalty & Recency<br />
  19. 19. Recency<br />
  20. 20. Length of Visit<br />
  21. 21. Landing Page Performance<br />Landing Page Performance<br />
  22. 22. Custom Alerts<br />Tip: Use Custom Alerts in your system<br />
  23. 23. Segmenting your audience by setting up advanced segments<br />
  24. 24. Segmentation<br /><ul><li>Key referring segments:
  25. 25. Search
  26. 26. Paid vs Natural
  27. 27. Branded vs non-branded
  28. 28. Email marketing
  29. 29. Affiliates
  30. 30. Social media
  31. 31. Don’t forget:
  32. 32. New vs returning/customer non-customer
  33. 33. First and last referrer. Use attribution scripts:</li></ul>http://www.google.com/support/forum/p/Google+Analytics/thread?tid=0e672a6afb56558c&hl=en<br />
  34. 34. Segmenting Search<br />
  35. 35. Other Segmentation Options<br />See <br />5. Segmentation by Landing Page Type<br />6. Segmentation by Event:<br /><ul><li> Conversion goal types and E-commerce </li></ul>7. Segmentation by Platform (less important)<br /><ul><li>Browser
  36. 36. Screen resolution
  37. 37. Mobile platforms</li></ul>8. Segmentation by Location <br /><ul><li>Main markets
  38. 38. UK
  39. 39. US
  40. 40. FIGS
  41. 41. ROW</li></ul>1. Segmentation by Referrer / Traffic source:<br /><ul><li>Paid
  42. 42. Natural
  43. 43. Paid and natural brand and non-brand
  44. 44. By number of keywords – 2,3,4
  45. 45. Social media</li></ul> <br />2. Segmentation by Visitor Type<br /><ul><li>New visitor
  46. 46. Returning visitor
  47. 47. Registered visitor
  48. 48. Customer</li></ul>3. Segmentation by Engagement<br /><ul><li>5 pages,
  49. 49. <3 pages</li></ul>4. Segmentation by Content Viewed <br /><ul><li>Key landing page
  50. 50. Product page
  51. 51. Checkout complete
  52. 52. Folders for large organisation</li></ul>+ By behaviour – search and browse<br />http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/<br />
  53. 53. Modifying profile setup within “Google Analytics Settings”<br />Customisation technique 5<br />Goals and funnels<br />
  54. 54. Filter example<br />
  55. 55. 20 goals in GA so group them!<br />
  56. 56. Setting up conversion goals<br /><ul><li>Remember to
  57. 57. Setup multiple conversion goals
  58. 58. Attach notional value to each
  59. 59. Can then assess $Index value by referrer and content
  60. 60. Ecommerce sites have specific product value attached so generally best not to add value to non-sales goal</li></li></ul><li>Conversion funnels<br /><ul><li>These can be setup for each conversion goal
  61. 61. Example: Email sign-up, Landing page, checkout
  62. 62. Consider higher level funnels – or use conversion goals for these</li></li></ul><li>Simple funnel setup and what NOT to do <br />Gotchas 1. The match type also applies to the funnel care with exact match <br />Gotchas 2. Not actually the URL start with /<page><br />Gotchas 3. Including a trailing slash /<br />Gotchas 4. Missing/wrongly assigning goal value<br />Gotchas 5. Required step may exclude some behaviour e.g. entry deeper into funnel<br />http://www.lunametrics.com/blog/2008/06/25/funnel-problems-google-analytics/<br />NB – Segmenting funnel: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics/<br />
  63. 63. Segment your funnels!<br />Source: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics<br />
  64. 64. Voice of Customer<br />
  65. 65. Use Feedback tools for…“Why” not “What”<br />http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/<br />
  66. 66. http://www.4qsurvey.com/<br />“Bad web site. Difficult to find item as no search box provided for short cut” <br />“I can't find any prices on your website” <br />“Would like to see where I can buy products from” .<br />
  67. 67. Voice of the customer<br />
  68. 68. Gaining site and business innovation ideas through Uservoice<br />
  69. 69. Tools<br />http://analyticsvisualizations.appspot.com/juicekit/AnalyticsVisualization.html<br />www.wordle.net<br />www.iperceptions.com<br />www.kamplyle.com<br />www.getsatisfaction.com<br />www.uservoice.com<br />www.polldaddy.com<br />www.surveymonkey.com<br />
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