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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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In the age of Interactive marketing we have precise information about which programs are working, this presentation will share: ...

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

    • 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
    • #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% new Visits
    • 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 Rate – Traffic Source – Exit rates – Real SEO Results – Sales Funnel – Real Time
    • #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 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?
    • 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?
    • 3. Conversion
    • Conversion!
    • 3. Conversion • Purchases in eCommerce • Downloads, eNewsletter signups, free calculators, video views etc. • AdWords Conversion tracker or analytics
    • 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, engagement
    • Facebook Advertising
    • Likeographics
    • Google URL Builder Sample URL: http://www.internetmarketingclub.org/? utm_source=Facebook&utm_medium=PPC&utm_campaign=Competitor
    • 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), WebSide Story (Adobe), WebTrends • Mid-Market Vendors: Unica, indexTools, ClickTracks • Open Source products: AWStats, Webalizer, StatCounter * Analytics And Hour a Day, Avinash Kaushik
    • 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 development, competitive analysis
    • 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 for traffic. (#1 is Google #2 is Facebook)
    • 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, Synthesio, Networked Insights, Attensity, Lithium Technologies
    • 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
    • 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
    • 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 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