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Online measurement: The corporate brand and the corporate web site by Mark Hill


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Mark Hill, Principal, The Group, looks at how web analytics can be used in measuring your corporate brand reputation at our seminar 18 May 2010

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Online measurement: The corporate brand and the corporate web site by Mark Hill

  1. 1. Online measurement: The corporate brand and the corporate web site<br />Mark Hill<br />Principal – The Group<br />
  2. 2. Drowning in data?<br />Unique visitors<br />Page views<br />Visits<br />Bounce rates<br />Paths<br />
  3. 3. In one word, describe online brand measurement today<br />eMarketer poll, 2009<br />
  4. 4. Revenue measures dominate<br />Source: Forbes, 2009 Ad Effectiveness survey of US marketing managers<br />
  5. 5. Who are my users?<br />How do / did we reach them?<br />Do calls to action work?<br />Did they get a favorable impression / change perception?<br />How successful is the site at achieving its strategic goals?<br />Online – brand owners need answers<br />
  6. 6. E-commerce (revenue-driven) measures are not suitable for brand and content driven sites ...There is no web analytics methodology to measure online corporate brands<br />
  7. 7. Solutions <br />
  8. 8. What can my web site tell me?<br />User behaviour<br />
  9. 9. Behaviour metrics are used instead of revenue measures<br />Dwell timeCuriosityLoyaltyFamiliarityEngagementConsumptionKinship<br />
  10. 10. Behaviour metrics can be used to measure strategic goals.<br />Mission and values<br />Brand stories<br />Responsibility content<br />Articulate the brand<br />Vision<br />
  11. 11. Behaviour metrics show quality differences in site experiences<br />Content owners can be made accountable for performance <br />
  12. 12. Online brand measurement exists – using behaviours<br />And can applied to bring strategic rigour and accountability<br />Visibility of users, their content and actions has value to corporate communicators<br />
  13. 13. Any questions?<br />
  14. 14. Gaia Insight is a division of The Group, the interactive communication agency.We specialise in behavioural web analytics and provide consultancy advice and an online analytics service.If you’d like a demonstration of the Gaia Insight online portal please<br />