Measurement & Analytics<br />
Resources<br />http://analytics.blogspot.com/<br />http://www.smartinsights.com/strategy/digital-marketing-strategy/<br />...
UsingRACEforDigitalMarketing Optimisation<br />http://www.smartinsights.com<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>Major/Minor Terms<br />Smartinsi...
Online Marketing <br />Key Performance Indicators<br />
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 />
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 />
Google Analytics<br />
Add GA Code<br />
Tracking Txns<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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Griffith-Measurement-Analytics

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Griffith - Online Measurement & Analytics

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