Analytics for your business final edits


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Analytics for your business final edits

  1. 1. Ramon RayEditor & Technology Evangelist 1
  2. 2. What Is Analytics• Analyzing Information• Measuring• Turning Data Into Actionable Information 2
  3. 3. Analytic Benefits• Fine Tuning• Changing Direction• Improving the Good• Stopping the Bad 3
  4. 4. What Are Your Goals• More Web Site Traffic• More Facebook Likes• More Twitter Followers• More Email Followers 4
  5. 5. What Are Your Real Goals• More Media Mentions• More Sales Leads• More Customer Comments• Less Complaints• Less Phone Calls 5
  6. 6. What Can Analytics Tell You?• Is my advertising working?• What medium is most desired by my customers?• What time of the day is best?• Images? Video? Text? White Papers?• What products do my customers want?• What products don’t my customers want? 6
  7. 7. Listen Carefully To Your Data• Are Analytics YELLING NO?!• Succeed Fast.• Fail Faster. 7
  8. 8. Is Email Marketing Dead?• Still A Great Way To Nurture A Relationship with Customers• Compliments Social Media, Blogs and a great Web Site 8
  9. 9. Email Analytics• Emails Sent• Emails Bounced• Emails Open• Emails Clicked 9
  10. 10. Bounced Email• Non-existent email addresses – Find out why• Temporarily Undeliverable – Try again and measure• Blocked (Company, ISP) – Contact company and/or ISP• Mailbox Full – Hmm….ethically and discretely contact the recipient• Vacation (email was delivered) 10
  11. 11. Emails Opened• Are you segmenting your email• Agonize over subject lines 11
  12. 12. Email Opens• Subject Line was good enough to pique interest• High Open Rates Are Good• If they don’t open should you delete? – Want to hear Ramon’s Symantec Story?• Don’t stop at “opens”!• Did they click? 12
  13. 13. Engagement• Forwards• Social Media Shares• TIP: Refresh Past Email Campaign Analytics 13
  14. 14. Email Clicks• Clicks is deeper engagement and interest in your product, service, information, YOU!• Glean insight from clicks 14
  15. 15. Follow Clicks from Email To Web• Tag links to follow through to web site• Clicks are great but final action is vital• Neat and Powerful Tool: URL Builder 15
  16. 16. URL Builder 16
  17. 17. Web Site Analytics• Who are your visitors?• Where are they coming from?• What are they viewing?• What do they want?• What content do they like best?• What should you offer them?• How are they finding you? 17
  18. 18. Web Site Analytics: Visitors• Visits• Page Views• Time On Site• Bounce Rate• New Visits• Language• Browser• Operating System• Browser• Flash• Java 18
  19. 19. Web Site AnalyticsWhat your web site is about affects metricsinterpretation Sales Content Engagement 19
  20. 20. New vs. Returning Visitors• New visitors are great?• Why is no one returning? – Content is not compelling enough – Prices too high – Error on web site• Visitors are returning?• Why are no new visitors coming? – Content is so niche – Products are too specialized 20
  21. 21. Bounce Rate• Bounce Rate Web Site Analytics – How fast are people leaving web site?• Bounce Rate High – Blog with content on the first page?• Bounce Rate High – Web Site that is difficult to navigate• Language 21
  22. 22. Traffic Sources• Direct Traffic – Your own actions are working!• Referring Web Sites – Advertise more – Provide more content• Search Engines 22
  23. 23. Content• Top content• Entrance Pages• Entrance Keywords• Click Patterns 23
  24. 24. Click PatternsDo I need to upgrade myweb site? 24
  25. 25. What Else To Measure• Page Not Found• Slow Web Sites• Mobile Browsers• Site Down (should you change your web host?) 25
  26. 26. Web Site Speed 26
  27. 27. Is Your Web Site Mobile Ready Check out on your phone. How does it look? 27
  28. 28. Twitter Analytics• Most clicked content (use short links)• Follower Increase• List increase• Re-Tweets• Klout Score 28
  29. 29. Facebook AnalyticsLikes | Unlikes | Gender | Age | Country | Interaction 29
  30. 30. Measure Video 30
  31. 31. Other Tools For Analytics• SlideShare (for measuring PPT views)• Short URLS (like for measuring everything• Event Marketing Measurement – Eventbrite, others• Google Alerts• Plancast 31
  32. 32. Selling Online?• Shopping Cart Abandonment• Lost shoppers (should you use live chat) 32
  34. 34. Do Analytics But Also TALK To Customers 34