This is my presentation today at the New York Times Small Business Summit

2. Demystifying Data for Small Businesses
Marshall Sponder
CEO/Founder of WebMetricsGuru Inc.
Author: "Social Media Analytics: Effective
Tools for Building, Interpreting, and Using
Metrics", published by McGraw-Hill, 2012.
Teacher: Rutgers University and UCI Irvine

3. What to cover in this 20 minute Session …….
• Go from 0 to 60 MPH with
Social Analytics
• Choosing the right tools that
can supercharge your
business.

4. Why are Analytics Important to your Business?
BETTER UNDERSAND YOUR CUSTOMERS

Where your visitors came from (how they heard about you)

What your visitors are doing in your store.

Why they are leaving with out buying.

What your customers are saying about you.
BETTER UNDERSTAND YOUR BUSINESS

Optimal path to complete a sale.

Which campaigns are most effective.

How you compare to your competition

5. “You can’t improve what you can't measure”
W. Edwards Deming
ANALYTICS – The discover & communication of
meaningful patterns in data
OPTIMIZATION - The process of making something as
fully perfect, functional, or effective as possible.

6. Where to Start?
Choosing the
best solutions
for your
business

7. Exposure: Google Analytics,
Compete.com, Social Mention and
HowSocialable.com.
Influence: Facebook Insights,
Edgerank, Klout, PeerIndex, etc.
Engagement: Infinigraph, Monitoring
tools such as YourBuzz and Radian6.
Conversion – Google Analytics and
Campalyst.

8. Streamlined Solution Example for Social Media
Tracking where you
customers are coming
from

9. Example – Google Analytics & Campalyst – get ROI of a piece of social media.
Original Post Google Analytics Social Reporting

10. Find out “who” and “what” that drove results on your site
Campalyst shows the tweet I made that generated the 10 visits to my site, as well as any Goals
(and Goal Values) triggered; ecommerce would be tracked as well, were I selling anything on my
site (if tracking is set up properly).

11. Campalyst - Posts of others that lead to traffic on my site
Reward influencers who send traffic, so they do more of it

12. Facebook Edgerank

13. Edgerank
Tips:
Photos &
Videos
best
Sharable
Content
Promote
Comments

14. Infinigraph helps Improve Your Edgerank
Drive engagement by identifying & republishing compelling content in your feed.

15. Making sure your Prepared for Success
Google Analytics Basics

16. Use Google Analytics to find the Data Story
Mostly Local traffic
Not using Mobile as
effectively as it could,
large drop-off, no
clear conversions
Goals were set up,
not updated and no
longer working

17. In relation to Social Media Traffic this small business is ..
not converting Social Media traffic to sales
(basic conversion tracking is also missing)

18. Tips for Google Analytics Success
Track Every Page & Action on Your Site
Ecommerce - Sales
Set Goals – Not Just Sales
Sign ups
Form Fills
Share info with others
Adwords Integration – What campaigns
convert in to successful Goals

19. Streamlined Solutions for Industry Vertical
Small Businesses need relevant
metrics for their industry.
Benchmarks – How do you
compare to your competition?

20. Example of a Vertical Solution – Revinate (Hotels) & Restaurants
There are many vertical solutions, depending on your industry, that could provide most of the workflow and analytics you
need.

21. Some Great Analytics Tools for your business:
Parse.ly Dash – Find Right content to write about
Mobile Commons – Run efficient mobile campaigns
YourBuzz – Measurement and Engagement provided free
by American Express
Additional tools like Compete.com can provide
benchmarking information to set up your initial traffic
goals. requires great, timely content to spread, especially if your interested in Viral Marketing.
Social Media

22. Openforum readers
1. GA site analytics, ecommerce tracking
2. HootSuite, North Social - Content Distribution
3. Facebook Insights (fan management, Ads)
4. Optimizer.ly for A/B Content Testing
5. GoSuite for Cloud Management
6. Roost for CRM Management
Source: Netbase

23. Summary:
• Don't be intimidated
• Simple & scalable solutions Exist for
most industries
• Learn how to interpret the data
• Take action on what you learn
• If you can't do this yourself get help
from somebody who can

24. Contact Me:
Marshall Sponder
WebMetricsGuru INC.
www.webmetricsguru.com
www.smabook.com
now.seo@gmail.com
@webmetricsguru
@smanalyticsbook
WebMetricsGuru INC.