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Griffith-Measurement-Analytics
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Griffith-Measurement-Analytics

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Griffith - Online Measurement & Analytics

Griffith - Online Measurement & Analytics

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  • 1. Measurement & Analytics<br />
  • 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. UsingRACEforDigitalMarketing Optimisation<br />http://www.smartinsights.com<br />
  • 4.
  • 5. 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?
  • 6. Measurable. Can a quantitative or qualitative attribute be used as a measure?
  • 7. 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!
  • 8. Relevant. Can the information be applied to the specific problem faced by organisations?
  • 9. Time-related. Does the goal cover a period like month, quarter or year?</li></li></ul><li>Major/Minor Terms<br />Smartinsights.com/about/<br />
  • 10. Online Marketing <br />Key Performance Indicators<br />
  • 11. 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 />
  • 12. 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 />Increase Recency Rates<br />Reduce Abandonment rates<br />
  • 13. 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 />
  • 14. Simple KPI Framework<br />
  • 15. www.smartinsights.com<br />www.davechaffey.com/Spreadsheets<br />
  • 16. Ways to Monitor Site Performance<br />
  • 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. Check Visitor Loyalty & Recency<br />
  • 19. Recency<br />
  • 20. Length of Visit<br />
  • 21. Landing Page Performance<br />Landing Page Performance<br />
  • 22. Google Analytics<br />
  • 23. Add GA Code<br />
  • 24. Tracking Txns<br />
  • 25. Custom Alerts<br />Tip: Use Custom Alerts in your system<br />
  • 26. Segmenting your audience by setting up advanced segments<br />
  • 27. Segmentation<br /><ul><li>Key referring segments:
  • 28. Search
  • 29. Paid vs Natural
  • 30. Branded vs non-branded
  • 31. Email marketing
  • 32. Affiliates
  • 33. Social media
  • 34. Don’t forget:
  • 35. New vs returning/customer non-customer
  • 36. First and last referrer. Use attribution scripts:</li></ul>http://www.google.com/support/forum/p/Google+Analytics/thread?tid=0e672a6afb56558c&hl=en<br />
  • 37. Segmenting Search<br />
  • 38. 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
  • 39. Screen resolution
  • 40. Mobile platforms</li></ul>8. Segmentation by Location <br /><ul><li>Main markets
  • 41. UK
  • 42. US
  • 43. FIGS
  • 44. ROW</li></ul>1. Segmentation by Referrer / Traffic source:<br /><ul><li>Paid
  • 45. Natural
  • 46. Paid and natural brand and non-brand
  • 47. By number of keywords – 2,3,4
  • 48. Social media</li></ul> <br />2. Segmentation by Visitor Type<br /><ul><li>New visitor
  • 49. Returning visitor
  • 50. Registered visitor
  • 51. Customer</li></ul>3. Segmentation by Engagement<br /><ul><li>5 pages,
  • 52. <3 pages</li></ul>4. Segmentation by Content Viewed <br /><ul><li>Key landing page
  • 53. Product page
  • 54. Checkout complete
  • 55. 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 />
  • 56. Modifying profile setup within “Google Analytics Settings”<br />Customisation technique 5<br />Goals and funnels<br />
  • 57. Filter example<br />
  • 58. 20 goals in GA so group them!<br />
  • 59. Setting up conversion goals<br /><ul><li>Remember to
  • 60. Setup multiple conversion goals
  • 61. Attach notional value to each
  • 62. Can then assess $Index value by referrer and content
  • 63. 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
  • 64. Example: Email sign-up, Landing page, checkout
  • 65. 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 />
  • 66. Segment your funnels!<br />Source: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics<br />
  • 67. Voice of Customer<br />
  • 68. Use Feedback tools for…“Why” not “What”<br />http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/<br />
  • 69. 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 />
  • 70. Voice of the customer<br />
  • 71. Gaining site and business innovation ideas through Uservoice<br />
  • 72. 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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