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TRACKING ANDWe bring brands and people together   1                                      1
MAP THE JOURNEYTHE USER WILL TAKE                     2
UNDERSTAND WHATCAN BE TRACKED                  3
MEASUREMENTFRAMEWORKGOOGLE• Add Google Analytics to your site• Start using campaign tags on all your traffic• Set goals on...
MEASUREMENTFRAMEWORKEYEBLASTER• Use Eyeblaster to display advertising  inventory.• Track engagement with creative.• Test a...
01                       www.yoursite.com/?utm_source=job_board&utm                          _medium=listing&utm_campaign=...
02                         kpmg.co.uk/fmcareers points to:OFFLINE INVENTORY                         www.kpmg.com&utm_sourc...
03                              bit.ly/Gfsr4R5 points to:SOCIAL MEDIA                              www.kpmg.com&utm_source...
01                    02                      03Track:                Track:                  Track:• Retweets by post    ...
04Track:• Where plays are    generated• Average view    duration• ClicksTip:Use custom URLs todrive traffic.              ...
http://uk.linkedin.com/in/stevenlopresti                                           11
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Hodes UK - Steven Lo Presti - Tracking and Analytics for Recruitment

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Transcript of "Hodes UK - Steven Lo Presti - Tracking and Analytics for Recruitment"

  1. 1. TRACKING ANDWe bring brands and people together 1 1
  2. 2. MAP THE JOURNEYTHE USER WILL TAKE 2
  3. 3. UNDERSTAND WHATCAN BE TRACKED 3
  4. 4. MEASUREMENTFRAMEWORKGOOGLE• Add Google Analytics to your site• Start using campaign tags on all your traffic• Set goals on your apply button, although these can be set up on virtually any part of your website.• Segment your traffic by source, medium.• Track and measure visitor activity against segments.• Measure performance against your goals.• Start moving beyond the last click and measure assisted conversions.• Test, optimise and repeat. 4
  5. 5. MEASUREMENTFRAMEWORKEYEBLASTER• Use Eyeblaster to display advertising inventory.• Track engagement with creative.• Test and optimise creative in real time.• Manage targeting and retargeting advertising.• Start moving beyond the last click and measure assisted conversions through impressions. 5
  6. 6. 01 www.yoursite.com/?utm_source=job_board&utm _medium=listing&utm_campaign=campaign_naCAMPAIGN TAGS me•Track jobseekerengagement with thecareer website by usingcampaign tags. utm_source=job_board•What does a campaign utm_medium=listingtag look like? utm_campaign=campaign_name (utm_content=premium) 6
  7. 7. 02 kpmg.co.uk/fmcareers points to:OFFLINE INVENTORY www.kpmg.com&utm_source=fmcareers&u•Track visits by using tm_medium=redirect&utm_campaign=financustom URLs. cial_management_2011 utm_source=fmcareers utm_medium=redirect utm_campaign=financial_management_2011 7
  8. 8. 03 bit.ly/Gfsr4R5 points to:SOCIAL MEDIA www.kpmg.com&utm_source=twitter&utm_•Track visits by using medium=tweet&utm_campaign=social_mecampaign tags when diashortening URLs or postingcontent on social channels. utm_source=twitter utm_medium=tweet utm_campaign=social_media 8
  9. 9. 01 02 03Track: Track: Track:• Retweets by post • Shares / likes by • Viral reach of posts• Clicks post • Clicks • ClicksTip: Tip:Use Buffer and own Tip: Use bit.ly to wrap yourbit.ly account for Don’t forget to add URL and campaignaccurate analytics. campaign tags to the tags together. URLs you are sharing. 9
  10. 10. 04Track:• Where plays are generated• Average view duration• ClicksTip:Use custom URLs todrive traffic. 10
  11. 11. http://uk.linkedin.com/in/stevenlopresti 11
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