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Mastering Metrics
Ten Critical Analytics and Performance Measurement
Strategies for Interactive Marketing

• In the age of...
#1 Google Analytics
analytics.google.com
Analytics Overview
7,087,968 Visits
1,175,099 ‘Unique Visitors’
8.88 Pages/Visit
14:04 duration
17.60% Bounce Rate
16.19% ...
Compare to 1 year ago
Traffic Sources
Traffic Flow
Exit Rates
The Wrong way to measure SEO
SEO performance should be
measured by traffic and Goals
New Real Time Analytics!
1. Google Analytics
• Add to your site!
• Track trends!
– Visits (not Hits)
– New Visits
– Pages/Time on Site
– Bounce Rat...
#2 Exit Survey
Analytics = What. Now let’s ask Why?
1. Based on today’s visit, how would you
rate your site experience overall?
2. Which of the following best describes
the p...
2. Exit Survey ‘The Why’
• Analytics tell us what
• Exit surveys = Why
– What was the primary purpose of your visit?
– Wer...
3. Conversion
Conversion!
3. Conversion
• Purchases in eCommerce
• Downloads, eNewsletter signups,
free calculators, video views etc.
• AdWords Conv...
4. Facebook Insights
“Engagement”
1,427 likes
1,246 shares
18 comments
563 likes
403 shares
14 comments
45,519 Likes
21,244 Talking About This

46.7%
Facebook Insights
Likes: Demographics and Reach
4. Facebook Insights
• Likes and interaction: content likes,
comments and shares
• Insights = demographics, reach,
engagem...
Facebook Advertising
Likeographics
Google URL Builder

Sample URL: http://www.internetmarketingclub.org/?
utm_source=Facebook&utm_medium=PPC&utm_campaign=Com...
5. Facebook Conversion
• Use Google URL Builder to get Facebook
Conversions
YouTube Insights
YouTube Insights
YouTube Insights
6. YouTube Insights
• Create a Channel
• Views, Subscriptions, likes, comments,
shares, favorites
7. Other Analytics Tools
7. Other Analytics Tools
• Google Analytics (bought Urchin in 2006)
• Four Big Vendors: Coremetrics (IBM), Omniture
(Adobe...
8. Keyword Research

adwords.google.com/o/KeywordTool
WordTracker – Keyword Discovery
8. Keyword Research
• Read the minds of prospects and
customers
• Use for SEO, PPC, content development,
product developme...
9. Competitor Analysis -- Compete.com
Monthly Unique Visitors to a website
Google Page
Rank 4/10

SEO Quake
Toolbar

3,880 Pages
Indexed ‘Read’
by Google

The site is 1,549,919th ranked
by Alexa fo...
Google Pay Per Click – Keyword Spending
SEM Rush measures Search Terms listed
on the first 2 pages of Google
9. Competitor Baseline
•
•
•
•

SEO Quake
Compete.com
SpyFu.com
SEMRush.com
10. Social Media Monitoring
1.5 Billion Facebook Posts/day
200 Million Tweets/day
Google Alerts
10. Social Media Monitoring
•
•
•
•

Google/Yahoo Alerts
Search.twitter.com
Radian6
Visible Technologies, Converseon,
Synt...
Mastering Metrics
Ten Critical Analytics and Performance
Measurement Strategies for Interactive Marketing
1. Google Analyt...
Mastering Metrics
Ten Critical Analytics and Performance
Measurement Strategies for Interactive Marketing
• Top 10 / try 1...
Recent Media
FOX TV
Recent Media
Wall Street Journal
Search and Social Media Agency
U San Fran Internet Masters Certificate
InternetMarketingClub.org
Mastering Metrics
Ten Critical Analytics and Performance
Measurement Strategies for Interactive Marketing
• Top 10 / try 1...
Mastering Metrics - Ten Critical Analytics and Performance Measurement Strategies for Interactive Marketing
Mastering Metrics - Ten Critical Analytics and Performance Measurement Strategies for Interactive Marketing
Mastering Metrics - Ten Critical Analytics and Performance Measurement Strategies for Interactive Marketing
Mastering Metrics - Ten Critical Analytics and Performance Measurement Strategies for Interactive Marketing
Mastering Metrics - Ten Critical Analytics and Performance Measurement Strategies for Interactive Marketing
Mastering Metrics - Ten Critical Analytics and Performance Measurement Strategies for Interactive Marketing
Mastering Metrics - Ten Critical Analytics and Performance Measurement Strategies for Interactive Marketing
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Mastering Metrics - Ten Critical Analytics and Performance Measurement Strategies for Interactive Marketing

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In the age of Interactive marketing we have precise information about which programs are working, this presentation will share:
- What to look at in Google Analytics
- How to baseline your competitor’s activities
- Social Media Measurement
- Exit Surveys
- Facebook Insights, YouTube Insights
- Read the minds of your customers
- Free and Paid Tools

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Transcript of "Mastering Metrics - Ten Critical Analytics and Performance Measurement Strategies for Interactive Marketing"

  1. 1. Mastering Metrics Ten Critical Analytics and Performance Measurement Strategies for Interactive Marketing • In the age of Interactive marketing we have precise information about which programs are working • How to baseline your competitor’s activities • Social Media Measurement • Read the minds of your customers • Free and Paid Tools
  2. 2. #1 Google Analytics
  3. 3. analytics.google.com
  4. 4. Analytics Overview 7,087,968 Visits 1,175,099 ‘Unique Visitors’ 8.88 Pages/Visit 14:04 duration 17.60% Bounce Rate 16.19% new Visits
  5. 5. Compare to 1 year ago
  6. 6. Traffic Sources
  7. 7. Traffic Flow
  8. 8. Exit Rates
  9. 9. The Wrong way to measure SEO
  10. 10. SEO performance should be measured by traffic and Goals
  11. 11. New Real Time Analytics!
  12. 12. 1. Google Analytics • Add to your site! • Track trends! – Visits (not Hits) – New Visits – Pages/Time on Site – Bounce Rate – Traffic Source – Exit rates – Real SEO Results – Sales Funnel – Real Time
  13. 13. #2 Exit Survey Analytics = What. Now let’s ask Why?
  14. 14. 1. Based on today’s visit, how would you rate your site experience overall? 2. Which of the following best describes the primary purpose of your visit? 3. Were you able to complete the purpose of your visit today? 4a. (If yes) What do you value most about the [sitename] website? 4b. (If no) Please tell us why you were not able to fully complete the purpose of your visit today?
  15. 15. 2. Exit Survey ‘The Why’ • Analytics tell us what • Exit surveys = Why – What was the primary purpose of your visit? – Were you able to complete the purpose of your visit today? – (If no) why not?
  16. 16. 3. Conversion
  17. 17. Conversion!
  18. 18. 3. Conversion • Purchases in eCommerce • Downloads, eNewsletter signups, free calculators, video views etc. • AdWords Conversion tracker or analytics
  19. 19. 4. Facebook Insights “Engagement” 1,427 likes 1,246 shares 18 comments 563 likes 403 shares 14 comments
  20. 20. 45,519 Likes 21,244 Talking About This 46.7%
  21. 21. Facebook Insights
  22. 22. Likes: Demographics and Reach
  23. 23. 4. Facebook Insights • Likes and interaction: content likes, comments and shares • Insights = demographics, reach, engagement
  24. 24. Facebook Advertising
  25. 25. Likeographics
  26. 26. Google URL Builder Sample URL: http://www.internetmarketingclub.org/? utm_source=Facebook&utm_medium=PPC&utm_campaign=Competitor
  27. 27. 5. Facebook Conversion • Use Google URL Builder to get Facebook Conversions
  28. 28. YouTube Insights
  29. 29. YouTube Insights
  30. 30. YouTube Insights
  31. 31. 6. YouTube Insights • Create a Channel • Views, Subscriptions, likes, comments, shares, favorites
  32. 32. 7. Other Analytics Tools
  33. 33. 7. Other Analytics Tools • Google Analytics (bought Urchin in 2006) • Four Big Vendors: Coremetrics (IBM), Omniture (Adobe), WebSide Story (Adobe), WebTrends • Mid-Market Vendors: Unica, indexTools, ClickTracks • Open Source products: AWStats, Webalizer, StatCounter * Analytics And Hour a Day, Avinash Kaushik
  34. 34. 8. Keyword Research adwords.google.com/o/KeywordTool
  35. 35. WordTracker – Keyword Discovery
  36. 36. 8. Keyword Research • Read the minds of prospects and customers • Use for SEO, PPC, content development, product development, competitive analysis
  37. 37. 9. Competitor Analysis -- Compete.com Monthly Unique Visitors to a website
  38. 38. Google Page Rank 4/10 SEO Quake Toolbar 3,880 Pages Indexed ‘Read’ by Google The site is 1,549,919th ranked by Alexa for traffic. (#1 is Google #2 is Facebook)
  39. 39. Google Pay Per Click – Keyword Spending
  40. 40. SEM Rush measures Search Terms listed on the first 2 pages of Google
  41. 41. 9. Competitor Baseline • • • • SEO Quake Compete.com SpyFu.com SEMRush.com
  42. 42. 10. Social Media Monitoring 1.5 Billion Facebook Posts/day
  43. 43. 200 Million Tweets/day
  44. 44. Google Alerts
  45. 45. 10. Social Media Monitoring • • • • Google/Yahoo Alerts Search.twitter.com Radian6 Visible Technologies, Converseon, Synthesio, Networked Insights, Attensity, Lithium Technologies
  46. 46. Mastering Metrics Ten Critical Analytics and Performance Measurement Strategies for Interactive Marketing 1. Google Analytics - A free tool to understand web traffic 2. Exit Surveys 3. Conversion! 4. Facebook Insights 5. Facebook Conversion 6. YouTube Stats 7. Other Analytics tools 8. How to read the minds of your customers 9. Competitive Analysis - baseline competitor activity 10. Social Media Monitoring
  47. 47. Mastering Metrics Ten Critical Analytics and Performance Measurement Strategies for Interactive Marketing • Top 10 / try 1 thing today! • Please ‘pay-it-forward’ – – – – Join the Conversation Be my friend! Linked In, Facebook, Twitter Speaking Opportunities Consulting, Search, Conversion, Affiliate, SEO PR • Slides • …F/U… Jay Berkowitz www.TenGoldenRules.com 561-620-9121
  48. 48. Recent Media FOX TV
  49. 49. Recent Media Wall Street Journal
  50. 50. Search and Social Media Agency
  51. 51. U San Fran Internet Masters Certificate
  52. 52. InternetMarketingClub.org
  53. 53. Mastering Metrics Ten Critical Analytics and Performance Measurement Strategies for Interactive Marketing • Top 10 / try 1 thing today! • Please ‘pay-it-forward’ – – – – Join the Conversation Be my friend! Linked In, Facebook, Twitter Speaking Opportunities Consulting, Search, Conversion, Affiliate, SEO PR • Slides • …F/U… Jay Berkowitz www.TenGoldenRules.com 561-620-9121
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