GCD-Measurement&Analytics-Week11

Measurement & Analytics

Resources
http://analytics.blogspot.com/
http://www.smartinsights.com/strategy/digital-marketing-strategy/
http://www.kaushik.net/avinash/ (google evangelist)
http://www.advanced-web-metrics.com/blog/
http://twitter.com/#!/brianclifton
http://twitter.com/#!/davechaffey
http://www.roirevolution.com/blog/
http://online-behavior.com/
http://online-behavior.com/

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?
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 them improve performance, there is little point in it!
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?

Creating a Measurement Framework

Objectives
Increase sales
Increase Awareness of Brand and Services on Online Channels
Increase Customer Retention Rates
Increase Engagement levels on Online Channels
Increase Customer Services Channels and Coverage
Increase Customer Share Of Voice Online
Raise Awareness of New Services using Social Channels
Reduce Customer Acquisition Costs
Reduce Customer Service Costs
Increase quantity and quality of B2B Leads

Goals
Increase Average order size
Reduce cart abandonment rates
Increase number of marketing qualified leads
Increase % of leads to closed business
Increase # of branded traffic to site
Increase length of time on site areas
Increase # of email subscriptions
Increase # of social media likes, comments and shares

Typical Trackable KPIs
Rate & Value of Conversions
Average order size (ecommerce apps)
Customer Lifetime Value
Average Revenue Per User
Abandonment rates
Cost per Lead & Cost Per Sale
Core Bounce rates
Frequency and Return rates

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 3 rd Party Links
Partners, Referrals, Promotions, Affiliates
# of Newsletter signups
# of Site Specific Downloads
Webinar Views, Articles, Whitepapers, podcasts

Measurement Framwork

Simple Example

Measurement Summary
Business Objectives – High level Goals
Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales
Goals – Deconstructed achievables to be measured
Increase conversion rate, reduce cart abandonment, increase branded traffic etc
Key Performance Indicators – units of measurement to tell you if meeting goals
Conversion rates, abandonment rates, CPA, CPL etc.

Cumulative Increment Work-Through

www.smartinsights.com www.davechaffey.com/Spreadsheets

Google Analytics

Add GA Code

Tracking Txns

Ways to Monitor Site Performance

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

Check Visitor Loyalty & Recency

Recency

Length of Visit

Landing Page Performance
Landing Page Performance

Custom Alerts Tip : Use Custom Alerts in your system

Segmenting your audience by setting up advanced segments

Segmentation
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:
http://www.google.com/support/forum/p/Google+Analytics/thread?tid=0e672a6afb56558c&hl=en

Segmenting Search

Other Segmentation Options
1. Segmentation by Referrer / Traffic sourc e:
Paid
Natural
Paid and natural brand and non-brand
By number of keywords – 2,3,4
Social media

2. Segmentation by Visitor Type
New visitor
Returning visitor
Registered visitor
Customer
3. Segmentation by Engagement
5 pages,
<3 pages
4. Segmentation by Content Viewed
Key landing page
Product page
Checkout complete
Folders for large organisation
5. Segmentation by Landing Page Type
6. Segmentation by Event :
Conversion goal types and E-commerce
7. Segmentation by Platform (less important)
Browser
Screen resolution
Mobile platforms
8. Segmentation by Location
Main markets
UK
US
FIGS
ROW
+ By behaviour – search and browse See http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/

Customisation Technique: Goals and funnels

Filter example

20 goals in GA so group them!

Setting up conversion goals
Remember to
Setup multiple conversion goals
Attach notional value to each
Can then assess $Index value by referrer and content
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
Example: Email sign-up, Landing page, checkout
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 4. Missing/wrongly assigning goal value Gotchas 5. Required step may exclude some behaviour e.g. entry deeper into funnel Gotchas 3. Including a trailing slash / http://www.lunametrics.com/blog/2008/06/25/funnel-problems-google-analytics/ NB – Segmenting funnel: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics/

Segment your funnels! Source: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics

Voice of Customer

Use Feedback tools for… “ Why ” not “ What ” http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/

http://www.4qsurvey.com/ “ 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 ” .

Voice of the customer

Gaining site and business innovation ideas through Uservoice

Tools
http://analyticsvisualizations.appspot.com/juicekit/AnalyticsVisualization.html
www.wordle.net
www.iperceptions.com
www.kamplyle.com
www.getsatisfaction.com
www.uservoice.com
www.polldaddy.com
www.surveymonkey.com

GCD-Measurement&Analytics-Week11

by Digital Insights

Accessibility

Categories

Upload Details

Usage Rights

1 Embed 1

Statistics