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Metrics in the Real World | Online and Offline Analytics Tracking
 

Metrics in the Real World | Online and Offline Analytics Tracking

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In the real world, marketing happens online and offline. What metrics matter? What is Google Analytics really telling me? How do I track offline data?

In the real world, marketing happens online and offline. What metrics matter? What is Google Analytics really telling me? How do I track offline data?

Presentation from SchipulCon 2011.

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    Metrics in the Real World | Online and Offline Analytics Tracking Metrics in the Real World | Online and Offline Analytics Tracking Presentation Transcript

    • Metrics in the Real World
      Are You Counting What Really Matters?
      Caitlin Kaluza
      Search Engine Marketing Manager at Schipul
      @qcait
      caitlin@schipul.com
      #schipulcon
    • What We’ll Go Over
      Making Sense of Online Data
      Rank Isn’t Everything
      Defining Goals & Conversions
      Tracking Offline Data
      @qcait // #schipulcon
    • A Perfect Scenario
      Bid on keyword “pay my TXU bill”
      Someone searches “pay my TXU bill” & sees an ad with a title “Pay your TXU bill online”
      Visitor clicks through to Landing page to pay TXU Bill - cost to you is $0.20
      You get $1.50 for every conversion - need to convert >13% to make a profit
      @qcait // #schipulcon
    • Real World
      Public Speaking Leads
      Contact Forms
      Newsletter Signups
      Traffic from your Facebook Fan Page? Twitter? YouTube?
      Phone Calls
      Long Lead Time
      @qcait // #schipulcon
    • Making Sense of Online Data
      @qcait // #schipulcon
    • Definitions
      Visits # of instances of a visit
      Pageviews Total views of all pages
      Bounce Rate People who landed on one page & left without clicking anywere else (we like to see <50%)
      New Visits Based on a cookie in your browser (not computer)
      @qcait // #schipulcon
    • Visit Trends
      Compare month over month AND year over year if possible
      Be aware of seasonal trends – think about the trends in your business
      Pages/Visit, Time on Site Measure Engagement
      @qcait // #schipulcon
    • Traffic Sources
      Visits from Search
      Keywords – especially non-branded
      Traffic from Social Media, YouTube, partners, media, etc.
      @qcait // #schipulcon
    • Geography
      Are you hitting the geography you expect?
      Where are the opportunities?
      @qcait // #schipulcon
    • Mobile
      Mobile is 5-7% for average Schipul client
      iPhone vs. Android
      @qcait // #schipulcon
    • Defining Goals & Conversions
      @qcait // #schipulcon
      Photo credit: flickr.com/photos/seeminglee/4041872282
    • What is the Goal?
      What is the goal of your website?
      What is a Conversion?
      Fill out contact form
      Engagement
      Call
      View a key page – contact, driving directions, menu
      Tip: Ask your Sales Guys
      @qcait // #schipulcon
    • Goal Set Up
      Goals are located in Settings
      Allowed 4 sets of 5
      Three types:
      URL Destination (i.e. form confirmation page)
      Time on Site
      Pages/Visit
      Adds a tab to all reports
      @qcait // #schipulcon
    • Goal Set Up
      @qcait // #schipulcon
    • Funnel Reporting
      @qcait // #schipulcon
    • Goal Tab
      @qcait // #schipulcon
    • Incremental Conversions?
      Filter by source, i.e.
      Paid Search
      Non-branded keywords
      Sites: Twitter, Facebook
      Test, Test, Test
      Try to test one thing at a time
      Test for at least 1 month
      @qcait // #schipulcon
    • Online Advertising
      Google
      500 Pound Gorilla
      80% Market Share
      Quality Score x Bid = Placement
      Bing
      10% Market Share
      Feeds Paid Ads to Yahoo
      Less expensive, Interface not as good
      Facebook
      More like a banner ad
      People don’t go to FB to click away
      Average CTR %0.10
      Good for Social or Personal
      @qcait // #schipulcon
    • Online Advertising Tips
      80% people click Organic Search
      Good for new products, competitive markets
      SEO + PPC = More Clicks
      Be Straight Forward
      Use every tool
      Target – Location, Market, etc.
      @qcait // #schipulcon
    • Set Up Campaigns
      @qcait // #schipulcon
      Photo credit: flickr.com/photos/idogcow/391609724
    • Set Up Campaigns
      You can essentially set up anything as a Campaign using Google URL Builder
      Add tracking code to any URL to notify Google Analytics what campaign it came from
      Allows for
      A/B testing
      Tracking data within one source
      Newsletter Tracking
      @qcait // #schipulcon
    • Example Scenario
      Which Donate Link is Better?
      Set up each as a separate campaign
      @qcait // #schipulcon
    • Results
      In Analytics:Traffic Sources > Campaigns
      Red Button gets 4x visits
      @qcait // #schipulcon
    • Set Up Campaigns
      URL will look like: http://houstonzoo.org/support/?utm_source=houstonzoo&utm_medium=template_top_banner&utm_campaign=Tiger_Donate_Link
      @qcait // #schipulcon
    • Google URL Builder
      Start with URL
      Define Source, Medium, Name
      Term & Content are optional
      Generate URL
      @qcait // #schipulcon
    • Be Consistent!
      Example Sources:
      google
      newsletter
      event
      Example Medium:
      cpc
      banner
      email
      link
      Example Name:
      oct2011newsletter
      Annualconference2011
      Tip: Include Year
      @qcait // #schipulcon
    • Rank Isn’t Everything
      @qcait // #schipulcon
      Photo credit: flickr.com/photos/mobikefed/2855762756
    • Funnel of Search Engine Marketing
      @qcait // #schipulcon
    • New GA Report: Keyword Impressions
      @qcait // #schipulcon
    • Tracking Offline Interaction
      @qcait // #schipulcon
      Photo credit: flickr.com/photos/billybrown00/4982722491
    • Call Tracking Software
      Be wary of posting separate number – Google Places use Citations to rank
      Adwords Call tracking tool
      @qcait // #schipulcon
    • Tips for Tracking Offline
      Train Sales/ Call Staff
      Ask prospects how they heard about you, ask what keyword they typed in if applicable
      Document in CRM or Google Doc
      Involve Sales in the SEO process – ask for recommendations on keywords, content, flow of site
      @qcait // #schipulcon
    • Figure Out Cost/Conversion
      Example:
      75% contact forms lead to a phone call
      50% phone calls lead to a meeting
      33% meetings lead to a proposal
      50% proposals close
      6% contact form lead to close
      Profit x 6% = Cost/Contact Form
      @qcait // #schipulcon
    • Thanks! Questions?
      Caitlin Kaluza @qcait
      Search Engine Marketing Manager at Schipul
      TheSEMBlog.com
      @qcait // #schipulcon // http://bit.ly/schipslides