Your SlideShare is downloading. ×
0
×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Online Marketing Effectiveness Report

1,596

Published on

Published in: Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,596
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
41
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Marketing Effectiveness Report & Social Media Audit (As on September 26th)
  • 2. Contents 1. Traffic Data analysis 2. Web Mention analysis 3. Share of voice:  Client  Competitors 4. Summary Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 3. Traffic Data Analysis Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 4. Visits Of the total of 1312 visits during this period, 764 (58.23%) were absolutely unique visits. 548 (41.77%) of visitors visited the website more than once.58% 42% VISITS Unique Repeat What is a Visit? A period of interaction between a visitor's browser and a particular website, ending when the browser is closed or shut down, or when the user has been inactive on that site for a specified period of time. Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 5. Bounce rate & Time on site The percentage of users repelled at the home page. This is an indication of the navigation experience of the website and how many users are prompted to view inner pages of the website. A safe bounce rate is below 30%. 00:01:18 Avg. Time on Site 12.42% Bounce Rate Time on site is one way of measuring visit quality. If visitors spend a long time visiting your site, they may be interacting extensively with it. Average time on site is low at 1 minute and 18 seconds Bounce rate is very low at 12.42% of total visits. Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 6. Segmentation of site audience - Map Overlay 59% 28% 5% 2% 6% India United States United Kingdom United Arab Emirates Others Country/Territory Map overlay measures traffic volume (visits, page views) as well visitor quality (page views per visit, conversion rates, per visit value, etc) metrics by geographic region. The location data is based on the visitors' IP address. Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 7. Segmentation of site audience - Map Overlay 378 128 90 67 50 32 21 City (India) Mumbai Other Bangalore Chennai New Delhi Pune Hyderabad Map overlay measures traffic volume (visits, pageviews) as well visitor quality (pageviews per visit, conversion rates, per visit value, etc) metrics by geographic region. The location data is based on the visitors' IP address. Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 8. Page views Page views for all visitors are 4356. On an average, the number of pages viewed per user is 3.30 pages per visit. 101 94 156 139 200 142 150 148 74 95 173 175 230 149 81 97 121 163 188 122 123 166 59 123 184 169 179 276 103 45 78 0 50 100 150 200 250 300 27-Aug-10 28-Aug-10 29-Aug-10 30-Aug-10 31-Aug-10 01-Sep-10 02-Sep-10 03-Sep-10 04-Sep-10 05-Sep-10 06-Sep-10 07-Sep-10 08-Sep-10 09-Sep-10 10-Sep-10 11-Sep-10 12-Sep-10 13-Sep-10 14-Sep-10 15-Sep-10 16-Sep-10 17-Sep-10 18-Sep-10 19-Sep-10 20-Sep-10 21-Sep-10 22-Sep-10 23-Sep-10 24-Sep-10 25-Sep-10 26-Sep-10 Pageviews Pageviews Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 9. Browser capabilities 42% 25% 20% 12% 1% Browser Internet Explorer Firefox Chrome Safari Others Which browsers do your visitors use? Optimizing the site for the appropriate technical capabilities helps make your site more engaging and usable and can result in higher conversion rates. Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 10. Screen resolutions Which screen resolutions do your visitors use? This should be kept in mind while designing the website. 382 271 188 126 53 53 33 24 24 20 13 10 10 10 9 9 8 7 4 4 4 3 3 3 2 2 2 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 50 100 150 200 250 300 350 400 450 1280x800 1440x900 1024x768 1366x768 1152x720 1280x10… 1920x12… 1267x792 1680x10… 1280x768 1600x900 1024x600 1280x960 800x600 1024x640 1280x720 1920x10… 1152x864 1093x614 1307x735 320x396 1024x819 1360x768 1440x960 1131x636 1600x12… 480x360 983x737 1024x576 1080x633 1106x829 1117x628 1117x894 1140x641 1143x670 1170x731 1192x670 1350x810 1350x844 1376x774 1382x864 1400x10… 1441x810 1518x857 1536x864 1600x10… 1619x910 240x320 2560x14… 3200x12… Screen resolutions Visits Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 11. Network Properties Which connection speeds are your visitors using? Optimizing the site will load it quickly for most visitors and can result in better navigation. 48% 33% 11% 7% 1% Connection Speed Unknown DSL Cable T1 Dialup Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 12. Mobile Devices 50% 20% 20% 10% Mobile Operating System iPhone BlackBerry SymbianOS iPad Which mobile operating systems do your visitors use? This should be kept in mind while optimizing the site for mobile devices. Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 13. Traffic Sources - Overview 44% 42% 14% 0% Search Engines Direct Traffic Referring Sites Other This report provides an overview of the different kinds of sources that send traffic to the client's site. "Direct Traffic" is visits from people who typed your site URL directly into their browser. "Referring Sites" shows visits from people who clicked to your site from another site. "Search Engines" shows visits from people who clicked to the client's site from a search engine result page Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 14. Traffic Sources – Direct traffic (553 visits) "Direct Traffic" is visits from people who clicked a bookmark to come to your site or who typed your site URL directly into their browser. 42.15% of total visits 3.40 Pages/Visit Site Avg: 3.29 (3.31%) 00:01:23 Avg. Time on Site Site Avg: 00:01:18 (7.08%)9.04% Bounce Rate Site Avg: 12.42% (-27.22%) 40.51% % New Visits Site Avg: 49.54% (-18.24%) Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 15. Traffic Sources – Referring traffic How do the people referred from other sites compare to the "average" visitor to your site? The graph shows the overall trends in traffic volume from referrals. 34 19 17 11 9 8 6 6 5 5 5 4 4 3 2 2 0 5 10 15 20 25 30 35 40 vilcap.com piramalfellowship.org fundoodata.com delicious.com csopartners.org.in iccaustin.org icatsprogram.com alliancemagazine.org Top Referring sites Visits Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 16. Traffic Sources > Search > Keywords How do the people referred from other sites compare to the "average" visitor to your site? The graph shows the overall trends in traffic volume from referrals. Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents 100 60 50 50 45 45 40 30 30 25 20 20 20 20 15 15 15 15 0 20 40 60 80 100 120 foundation charity grants volunteer red cross salvation army goodwill donation grant fundraising charities freecycle habitat for humanity unicef donate heritage relief sudan Top Keywords Visits
  • 17. Content – Top pages 1437 253 229 227 224 Top Pages /intro.htm (Home page slide show) /intro4.htm(Home page slide show) /par1.htm(Home page testimonials) /par5.htm(Home page testimonials) /par4.htm(Home page testimonials) This chart provides an overview of page view volume and lists the pages (Top Content) that were most responsible for driving page views. Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 18. Content – Page title Which are the most commonly viewed groups of pages on your site (grouped by title), and how are they used? This report provides the same information that is in the "Top Content" report, but aggregated by title tag value. Page Title Page views Unique Page views Avg. Time on Page Bounce Rate (%) % Exit Intro 1 4062 3671 29.91 0.10 0.30 Intro 2 40 28 99.15 0.00 0.33 Intro 3 35 28 53.71 0.25 0.40 Intro 4 26 21 81.43 0.73 0.46 Intro 5 22 19 93.45 0.75 0.50 About us 22 19 92.09 1.00 0.50 Contact us 18 14 98.86 0.50 0.22 Services 17 15 341.82 0.33 0.35 Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 19. Content – Top landing pages How effectively do your landing pages entice visitors to click further into your site? We can lower bounce rates by tailoring landing pages to their associated ads and referral links and placing a clear call-to-action on each landing page. Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents Page Title Page views Unique Page views Avg. Time on Page Bounce Rate (%) % Exit Intro 1 4062 3671 29.91 0.10 0.30 Intro 2 40 28 99.15 0.00 0.33 Intro 3 35 28 53.71 0.25 0.40 Intro 4 26 21 81.43 0.73 0.46 Intro 5 22 19 93.45 0.75 0.50 About us 22 19 92.09 1.00 0.50 Contact us 18 14 98.86 0.50 0.22 Services 17 15 341.82 0.33 0.35
  • 20. Web Mention Analysis Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 21. Official website analytics » Official website: Client website » Global Traffic Rank: 2,095,518 » Global Traffic Rank Status: LOW » Optimum Global Traffic Rank Range: <50,000 » Highest traffic from: India » India Traffic Rank: NA » Sites linking in: 22 » Click Stream: › Upstream : google.com › Down Stream: google.com Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 22. Official Website Analytics » Official blog: client's blog › Latest post – April 28, 2008 › Technorati authority rating – NA » Official Tweeter: http://twitter.com/redigital › Latest tweet – 88 › Following – 29 › Followers –100 » Official Facebook Page: http://www.facebook.com/pages/redigital › No. of fans – 173 › Last post – September 24th 2010 Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 23. Share of voice Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents Platform Mentions Percentage of total mentions Blogs 82 46.06% Twitter 49 27.52% News websites 45 25.28% Forums 02 1.14% Total 178 Mentions 100%
  • 24. Influencers 7 5 7 6 6 5 5 4 Top Influencers - Authority www.nextbillion.net www.thinkchangeindia.org celebrityoopsstyles.com blog.acumenfund.org microfinanceafrica.net currentnewsindia.com thebusinessage.com beyondprofitmag.com Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 25. Tweets 4.48 32169 17173 Average Authority Followers Following 49 Total Tweets Twitter Acquisition Index 656.51 The Redigital Twitter Acquisition Index is a measure of dividing the total number of followers by the total number of tweets of a tweeter. The index represents how interesting or ‘viral’ (potential to spread) the tweets of a tweeter are. Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 26. News Fig: News sources which mention the search query most often and have an authority score of at least 3. 6 21 1 1 1 1 1 1 1 Top sources of News indiatimes.com moneycontrol.com ndtv.com hindustantimes.com sify.com dnaindia.com hindu.com forbes.com csmonitor.com ibnlive.in.com Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 27. Blog mentions 3.10 27.75 Male Average Authority Average Age Over-represented Gender 82 Total Mentions Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 28. Sentiment 65 Positive 00Sentiment Negative 111 Neutral Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 29. Share of voice – The Client and Competitors Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 30. Share of Voice - Blogs Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents Share of Voice - Blogs 47% 6% 22% 7% 4% 14% Client Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5
  • 31. Share of Voice - News Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents 49% 4% 10% 20% 11% 6% Client Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Share of Voice - News
  • 32. Share of Voice - Twitter Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents 32% 9% 26% 5% 18% 10% Client Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Share of Voice - Twitter
  • 33. Summary » Site Analytics – Lack of adequate link-backs (only 22 sites linking in). – Upstream (traffic to the website) traffic is direct and by search. » Social media – Gap in Facebook activity in the last month. – Gap in Twitter in the last month. – Posts on Facebook and Twitter follow an unidirectional ‘news update’ and ‘respond to answers’ format as compared to a conversational approach. » Visits: – As 58.23 % of the visitors are absolutely unique. Activities can be planned to convert them into repeat visitors » Time on site: – Average time on the site is low at 1 minute and 18 seconds » Bounce rate: – Bounce rate is very low at 12.42% of total visits which indicates that visitors like to navigate through the website rather than taking an exit from the homepage itself » Demographics: – Most of the visits are from India and from Mumbai. » Internet explorer is the widely used browser. » 1280x800 is the widely used screen resolution amongst the visitors followed by 1440x900 and 1024x768. » I-phone is the widely used device for viewing the website. Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 34. Summary » Traffic sources: – Most of the traffic to the client’s website is from Search engines and Direct traffic. – The keywords foundation, charity, grants are the most searched keywords which reflects directly on the traffic source i.e. Search engines. » Top landing pages: – Top landing pages viewed are all individual parts of the home page flash presentation and JavaScript testimonials. This is just an error due to the method of development of the website. » Top exit pages: – Top exit page should generally be a “Thank you” or any other goal page – In contrast, a large number of exits from a non-goal page i.e. Home page may indicate that the page is confusing or that it generates user errors. » Blogs: – 46% of the mentions of the client are in Blogs followed by forums and Social Media. – These blogs can be prioritized and targeted systematically – Average authority ranking of blog mentions is 3.10 which mean the overall influence and reach of the client on Blogs is comparatively low. » Influencers: – Influencer website like blog.acumenfund.org, thinkchangeindia.org etc… are the drivers of the conversations.. Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 35. Summary » Twitter: – Redigital’s Twitter Acquisition Index shows that all the tweeters that mentioned the client were relevant and had 32169 followers collectively – Twitter Acquisition Index for the client is 656.51. » News: – Top sources of news indicate that high authority sites like indiatimes.com moneycontrol.com etc… are talking about the client. » Sentiment: – There are no overtly negative mentions about the client on the web and most mentions are positive and neutral. » Comparison: – Competitor is leading with 43% in terms of overall Share of Voice in blogs, news and twitter. – The client's share of voice is low in every platform Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 36. Summary and Key Steps Forward Summary 1. Lack of adequate link-backs 2. 58.23 % of the visitors are absolutely unique. 3. Average time on the site is low at 1 minute and 18 seconds Steps Forward 1. Link back from the influencer’s site to improve SEO 2. Optimization of the website and blog by: › Direct marketing activities › Social media engagement 3. Adding relevant media to the website like using audio clips, video clips or other types of media such as small browser games etc… › Showing related articles at the end of the page. It can also collect information on what other pages the visitors go to from that specific page and we can link to those. › Using a static box or a section to push most popular pages of the website which is visible site wide. The visitor will be curious to check them and will spend more time on the site. Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 37. Summary and Key Steps Forward Summary 4. Most of the visits are from India and from Mumbai 5. Most of the traffic to the client's website is coming from Search engines and Direct traffic 6. A large number of exits from a non-goal page i.e. Home page 7. 46% of the mentions of the client are in Blogs followed by forums and Social Media. Average authority ranking of blog mentions is low at 3.10 Steps Forward 4. There is an opportunity of Geo targeting through SEM 5. Keywords like foundation, charity, grants are the most searched keywords which reflects directly on the traffic source i.e. Search engines. These keywords could be helpful in planning a SEM campaign. 6. A better navigation structure and a sitemap to be devised. 7. The client's official blog should be updated and content around the keywords should be posted to engage the users and increase reach Traffic Data analysis Web Mention analysis Share of voice Comparison SummaryContents
  • 38. Summary and Key Steps Forward Summary 9. Influencer website like blog.acumenfund.org, thinkchangeindia.org etc… are the drivers of the conversations 10. Top sources of news indicate that high authority sites like indiatimes.com moneycontrol.com etc… are talking about the client. Steps Forward 9. Link back from their site and following them on relevant platforms can help increasing visibility of the brand and SEO. Also, these influencers should be leveraged in order to increase conversations around the client 10. Link back from these sites in the form of a news and updates section dedicated on the website.
  • 39. </thank you>

×