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    Analytics Analytics Presentation Transcript

    • Analytics
    • Concepts in evaluating a piece of communication
    • Goals(and Objectives)
    • GoalsI want to:Increase exposure bydoubling traffic to our siteImprove the perceptionof our brandGrow our profit by 10%Establish our brand in AsiaBuild community/buzz
    • Slide by Brandon Prebynski
    • Do you need qualitative measures or quantitative? People are saying she wants to break up with you. In the last month, she has answered only one of my 57 text messages.
    • Content Audit Media impressions Slide adapted from Brandon Prebynski
    • Focus group Website hits Slide adapted from Brandon Prebynski
    • Slide by Brandon Prebynski
    • Slide by Brandon Prebynski
    • What are we trying to measure?• Unaided awareness• Exposure• Engagement• Opinion• Conversion•Negative metrics
    • Unaided awarenessWhat it tells you:How well known about your brand/product is.What it doesn’t (really) tell you:What people think about your brand/product.How your outreach campaign is doing. Tools: • Alerts • Survey • Content audit
    • ExposureWhat it tells you:How many people have seen yourcommunication/marketing materials. Audience sizeand growthWhat it doesn’t (really) tell you:What people think about your Tools: brand/product. • Unique visitorsHow engaged they are. • Open-ratesIf they’re going to buy. • New vs. return
    • EngagementWhat it tells you:How engaging/interesting do people find yourcontent.What it doesn’t (really) tell you:What your reach is.If they’re going to buy. Tools: • Time on site • click-throughs • Average page views
    • OpinionWhat it tells you:How people, at any given moment, are feeling aboutyour brand/product (qualitative)What it doesn’t (really) tell you:What your reach is. Tools:Universal perspective Focus groupsIf they’re going to buy. Content audit SM Alerts
    • ConversionWhat it tells you:Did your content achieve your goal? Did it drivesales/downloads/action.What it doesn’t (really) tell you:Likelihood to repeat the action Tools:Audience size/ reach Website analytics Purchases Tailored links A/B testing
    • Negative AnalyticsWhat they tell you:Something’s not working.What they don’t (really) tell you:Exactly what that is. Tools: Bounce rates Opt-Outs Content audit
    • Analytics tools for print, websites,email, PR (content audit), social media.
    • Cookies
    • Visits / Visitors A count of all the sessions in a given time period How sessions start/end • The visitor exits the website • The visitor leaves the page inactive for 29 min
    • Unique Visitors A count of all of the individual computers visiting a website during a given time period.
    • Example of an analytics report
    • Time on Site: How long a user spends on a given webpage, as measured by timestamps when they first enter and leave.
    • Page Views How many pages did the user visit while on your site?
    • Bounce Rate The percent of traffic that stayed on your website for less than 5 seconds. Or, for email: The percentage of emails that didn’t get through.
    • Conversion rates Of your total pool, how many people took the action you wanted them to take?
    • Social Media Metrics •Awareness/Exposure Followers, blog subscribers, unique visitors. Wall comments, sharing, RT, inbound, • Engagement FF Comments, Alerts, FF • Opinion • Conversion Alerts, opt-out •Negative metrics
    • But enough about E-Communications… Qualitative Quantitative Public Relations Content Audit Placements/ POPs comments Journalism POPs Circulation Readership Advertising POPs impressions
    • Content Audits Assigning a value score for coverage/mentions of your brand, message or product.
    • Benchmarks
    • Email Benchmarks
    • Evaluating the data, making decisions.
    • Awareness/Exposure Engagement Unique visitors Time on site Views Page Views Search Terms Comments Fans/followers Return Visits Opinion Functionality Content audit Bounce Rate SM Listening tools Time on Site Surveys Return Visits Focus Groups Drastic changes to any Behavior metric
    • Return on Investment Equation ROI = (X – Y) Y Where X is your final value and Y is your starting value. So, if you invest $5 and get back $20, your ROI is (20 – 5) / 5 = 3 times your initial investment.
    • Determining Return on Investment Slide by Brandon Prebynski
    • Scenarios
    • Group 1:Entity: Marketing FirmGoal: Get people to sign up for their Awards Night EventChannels: Email and Website landing pageOpen Rate: (high)Click Through Rate (low)Sign-Ups on Website: (moderate)
    • Group 2:Entity: Committee to Re-elect Deval PatrickGoal: Drive online donationsChannel: WebPage Views: HighUnique Visitors: LowConversion: LowTime on site: Moderate
    • Group 3:Entity: YouGoal: Trying to build your reputation as an expertChannel: Your personal blogUnique Visitors: growing by 20%Time on site: declining by 10%Return Visitors: flatComments: Low
    • Group 4:Entity: Ann Taylor ClothingGoal: Drive sales of the fall lineVisits: HighUnique Visits: HighTime on site: HighConversions: Low