Web analytics basics for marketing plans


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Guest lecture for USC Marshall School of Business MKT 556 Internet Marketing on 10/12/2010

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Web analytics basics for marketing plans

  1. 1. Web Analytics BasicsforMarketing Plans<br />MKT 556 – Internet Marketing/Hank Wasiak<br />October 12, 2010<br />Dana Chinn<br />
  2. 2. Media that can be measured<br />Site metrics<br />Social media metrics<br />Slides: www.slideshare.net/danachinn<br />Twitter: @danachinn<br />
  3. 3. Evaluating a marketing planstarts with setting goals, objectives<br />3<br />Start here<br />not here<br />
  4. 4. 4<br />Newspapers<br />Magazines<br />Radio<br />TV<br />Direct mail<br />Yellow Pages<br />Outdoor<br />Measure these…<br />Publishers with display advertising<br />
  5. 5. …and these…<br />5<br />*<br />Company site<br />E-mail<br />Video<br />Buy ads on social media, too!<br />*A “starting point” – doesn’t include search, lead generation, international, others. Ted Kawaja in paidContent.org, 9/28/10 <br />
  6. 6. …and don’t forget about…<br />6<br />WAP, or mobile web sites<br />Geolocation<br />Quick Response codes<br />Apps for each smartphone, carrier<br />Apps for tablets<br />
  7. 7. Return On Objective:What can you measure, optimize?<br />7<br />The actions people take<br />Are the targeted audiences aware?<br />Did they come? From where? How many? Why?<br />What did they do?<br />Did they come back? <br />Were they “engaged?”<br />Company site<br />And whether those actions were due to external events or your actions<br />E-mail<br />Video<br />
  8. 8. Is this site successful?<br />8<br />Our site has 5,000 monthly unique visitors.<br />Last Tuesday our site got 20,000 page views.<br />The average time spent on our site last week was 24 minutes. <br />
  9. 9. Success is defined by the type, number of desired actions taken<br />9<br />e.g., rate, e-mail, comment<br />Saadkamal.com<br />E-commerce actions<br />Content actions<br />
  10. 10. Site metrics <br />10<br />1. Behavioral research <br />What people did <br />when they came to your site,<br />as captured by <br />an action taken on a keyboard or mouse<br />2. Attitudinal research<br />What people say they did<br /> what they think<br />and<br /> why<br />as captured by <br />surveys, focus groups, social media, usability studies <br />
  11. 11. Social media metrics<br />Not only are the technologies new, <br />but the metrics are as well.<br />-Online Media and Marketing Association Metrics and Measurement program, June 2009<br />1. Influencers<br />2. Content, context, sentiment<br />3. Calls to action answered<br />11<br />
  12. 12. Internal decision-making<br />External marketing<br /><ul><li>Panel dataActivity from a sample of self-selected people. Only total site data for a limited number of sites.
  13. 13. External dataUsed by agencies to compare sites
  14. 14. comScoreNielsenCompeteetc.
  15. 15. Interactive Advertising Bureau</li></ul>12<br />Sources for site metrics<br />Census data100% of all visitors, visits, page views for all sections<br />Internal dataConfidential<br />OmnitureGoogle AnalyticsWebTrendsetc.<br />Web Analytics Association<br />
  16. 16. Key Performance Indicator #1: Visits<br />13<br />A visit is counted <br />every time <br /> someone comes to a site<br />An increase in visits? Always good.<br />A decrease in visits? Always bad.<br />These metrics are useful<br />when put in ratios with visits, other metrics<br />-- Unique visitors<br />-- Page views<br />
  17. 17. A unique visitor is really a unique computer. Unique visitors are either over-counted…<br />14<br />
  18. 18. …or under-counted.You don’t know when or by how much.*<br />15<br />?<br />library<br />* It doesn’t matter anyway….better to measure outcomes (did people do what you wanted?) than the number of people who came to your site. <br />
  19. 19. An increase in page views can be good - or bad.*<br />16<br />Bad design, navigation, site architecture?<br /> Lots of page views, annoyed users<br />A redesign improved usability? <br />Fewer page views, happier users<br />Content that should be there but isn’t? <br /> Lots of page views, annoyed users<br />Dynamic content? <br />Fewer page views, happier users (probably)<br />?<br />* It doesn’t matter anyway….better to measure outcomes (did people do what you wanted?) than the number of pages people went to when they came to your site. <br />
  20. 20. An increase in average time spent on site can be good - or bad.*<br />17<br />Bad design, navigation, site architecture?<br /> Lots of time spent, annoyed users<br />A redesign improved usability? <br />Less time spent, happier users<br />?<br />* It doesn’t matter anyway….better to measure outcomes (did people do what you wanted?) than how much time people spent on your site. <br />
  21. 21. Systems only measure the time spentin between pages on a site, so…<br />18<br />The time spent of a user who goes only to one page is NOT included in the time spent calculation. <br />?<br />1 minute<br />The time spent on the last pageof a site isn’t counted at all. <br />10 minutes<br />Time spent = 1 minute<br />Site X<br />
  22. 22. Generally, is your site engaging visitors?<br />19<br />Key Performance Indicator #2<br />Visits per unique visitor<br />Key Performance Indicator #3<br />Page views per visit<br />
  23. 23. 20<br />Are you attracting new audiences?<br />Key Performance Indicator #4<br />Visits from new visitors <br />vs.<br />Visits from returning visitors<br />
  24. 24. When audiences - new and returning - come, are they staying? <br />21<br />Key Performance Indicator #5<br />Bounce rate percent of the page where<br /> most visits start <br />A bounce: a visit with only one page view<br />
  25. 25. 22<br />Northwest Cyberton<br />A name that stakeholders identify with<br />Non-stakeholders<br />Overall site data consists of traffic from everyone<br />Southern Cyberton<br />Eastern Cyberton<br />
  26. 26. How much site traffic is from Cyberton?<br />23<br />Non-stakeholders<br /> 5<br />NW Cyberton<br /> 50<br />E. Cyberton<br /> 25<br />S. Cyberton<br /> 25<br />
  27. 27. Success is defined by goals, priorities – not totals<br />24<br />NW Cyberton<br />E. Cyberton<br />S. Cyberton<br />Total <br />Site <br />50 <br />25<br />25 <br />100 <br />Universe <br />200 <br />50 <br />325 <br />75 <br />67% <br />Penetration <br />13% <br />50% <br />31% <br />
  28. 28. Social media metrics – focus on influencers <br />25<br />Usually not you<br />Do you know who they are? <br />Are they following you? <br />Are they interacting with you? <br />
  29. 29. Social media: a constant stream of calls to action<br />...the true value of a network<br />is measured <br />by the frequency of engagement <br />of the participants. <br />-- Interactive Advertising Bureau Social Media Ad Metrics Definitions, May 2009<br />Brands earn the trust and loyalty of their customers by listening and responding. <br />--”The Maturation of Social Media ROI,” by Brian Solis, Mashable, Jan. 26, 2010<br />26<br />
  30. 30. “Engagement” differs by type of social media channel<br />Sharing<br />Networking<br />News<br />Bookmarking<br />Reviews<br />-- “Five essentials for social media marketing,” by Lisa Wehr, CEO/Oneupweb, iMedia Connection, July 17, 2009<br />27<br />
  31. 31. Success in social media defined by…<br />28<br />Number of people in the network<br />The “right” people”<br />The amount of engagement, activity<br />
  32. 32. Analyze your follower profilesto assess their likelihood of engagement<br />Do your followers identify with your keywords? <br />29<br />
  33. 33. Followers Look for influencers <br /> Review reach, churn, following/follower ratio<br />30<br />
  34. 34. The Facebook ad application only gives you people on Facebook who filled out the form.<br />You don’t know<br />how many: <br />didn’t give details<br />or<br />updated their status<br />or<br />told the truth<br />or<br />aren’t in Facebook<br />or...<br />31<br />Understand the limitations of your data sources<br />
  35. 35. What info do you need from site registration, donation forms, offline events?<br />32<br />-- Name<br />-- E-mail<br />-- Zip code<br />-- Stakeholder type <br />as granular, specific as needed <br /> based on your priorities <br />Example: Not just “Parent” but also year-of-birth of children enrolled in Philadelphia public schools<br />
  36. 36. Analyze content<br />Review hashtags, keywords, sentiment, problems, conversations that connect people<br />33<br />
  37. 37. RT/via @handle + call to action/comment + link + #hashtag<br />“Perfect” tweets are less than 120 characters<br />Watch handle, hashtag sizes<br />100 characters<br />111 characters<br />Lost the link<br />34<br />
  38. 38. “When a burst of tweets citing a particular subject or URL emerges, it’s a signaling event.”<br />--RishabGhosh, co-founder of Topsy, a search engine for tweets, in “Live in the Moment,” by Clive Thompson, Wired magazine, October 2009<br />35<br />Is your company part of the conversationin real-time web signaling events?<br />
  39. 39. What should your marketing plan include?<br />36<br />Clearly defined goals/objectives, audiences<br />Company<br /> Program or campaign<br /> Site<br /> Social media<br />Metrics that measure actions<br />Company site<br />Baselines, goals<br />Where did you start?<br />Where do you want to go?<br />E-mail<br />Saadkmal.com<br />Video<br />
  40. 40. Dana Chinn<br />Lecturer<br />USC Annenberg School for Communications & Journalism<br />213-821-6259<br />chinn@usc.edu<br />http://www.newsnumbers.com<br />http://www.slideshare.net/danachinn<br />37<br />Spring 2011<br />Summer 2011<br />News Fellowship Program<br />Drew Prickett, Kevin Dugan<br />Marshall MBA class of 2010 <br />2010 AMV News Fellows<br />