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Mktg350 lecture 10212013

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  • {"1":"Let’s say I had some notes here.\n","4":"Do you know what they mean when they say “channels”?\nWhat do you think “silos” refers to?\nSend people over broadcast to your site, they have to find you again…need search engines so search analysis gives you insight to other tools’ effectiveness.\nSearc is the first place consumers go, most time spent\nStill have to solve a specific problem – what’s your problem statement? \n"}
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    • 1. Online & New Media SNC-MKTG350 October 21, 2013
    • 2. Tonight’s Agenda: Search Engine Optimization • Quiz on Monday • Reading: Ch. 6, Analytics: Audience Analysis • Discussion: – Website, campaign & mobile analytics – Key performance indicators: Clicks, Impressions, Leads, Conversions, Time on site • Blog post review: – Why mobile websites matter in the marketplace – Nobody clicks on banner ads anymore. 7 tips for overcoming banner blindness.
    • 3. Correction! • Your presentations and digital marketing plans are due to present in class on Thursday December 12th at 6:30 • Presentations will be 5 minutes only • Give me your slides in advance via the blog.
    • 4. Reading Recap: Ch. 6, Analytics: Audience Analysis Your top 5 take-aways: 1. 2. 3. 4. 5. How might you use Audience Analysis help your digital marketing plan?
    • 5. Metrics: Why do we care? • • • • Measure site’s health Measure site’s performance to goals Evaluate marketing channels Track sales
    • 6. Website = Mobile? • A “mobile” website is still a website • The metrics you use to measure site success are the same • Mobile should tell you about monitor size
    • 7. Metrics: Website Analytics • • • • • • Traffic Unique Visitors Time on Site Bounce Rate Operating Systems Impressions – really for when you’re buying or selling banner ads • Conversions – As part of your sales funnel
    • 8. Visits and Visitors • Visits = tally for every time someone came to the site in the time period • Unique Visits = Visits – repeat visits
    • 9. Pageviews • Pageviews = Tally of pages that were visited • Pages/Visit = Total pages divided by total visits
    • 10. Duration & Bounce Rate • Duration: Time spent on site, on average • Bounce Rate: % of visits that were less than 30 seconds long
    • 11. Location of Users • Visits by the users’ location
    • 12. Visits by Browser
    • 13. User by Operating System • Can you tell mobile from desktop here?
    • 14. Users by MOBILE Operating System • More detail about specifically mobile users
    • 15. Screen resolution • How do they see your site?
    • 16. Where did they come from?
    • 17. Keyword Tracking • What keywords did users search on to find you?
    • 18. Analytics Key Ideas • Why do you want to track your site? • What pieces of it do you care about most? • How do analytics and sales connect?
    • 19. Blog Topic: Why mobile websites matter in the marketplace. • Blog criteria:  300-500 words  Has 1-4 images Has links to other articles Takes a position/opinion Tagged the post with relevant categories Used a systematic research process? What did you learn?
    • 20. Blog Topic: Nobody clicks on banner ads anymore. 7 tips for overcoming banner blindness. • Blog criteria:  300-500 words  Has 1-4 images Has links to other articles Takes a position/opinion Tagged the post with relevant categories Used a systematic research process? What did you learn?
    • 21. Next session: • Reading: Ch. 10, Don’t Make Me Think • Discussion: – Tracking the sales funnel – Audience segmentation – Key vendors: Google Analytics, Site Catalyst, WebTrends • Blog Post Review: – Building a site for your multiple audiences: 7 guidelines for identifying audience segments – Goal setting is Success Setting for your online marketing efforts. 7 things to know about Google Analytics Goals..