Modern Marketing Analytics In The Age Of The Internet, Cloud & Social Media

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The internet and interactive marketing allow marketers a multitude of options for marketing investments. Successful marketing organizations are the ones who are able to accurately measure the return on their marketing spend and successfully coordinate spend across digital marketing channels.

This deck provides an overview of modern marketing analytics requirements, as well as a sample solution for meeting these requirements.

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Modern Marketing Analytics In The Age Of The Internet, Cloud & Social Media

  1. 1. EngageMeasure Content Delivery Experts Wikis Reputation Management 360-Degree Customer View Content Marketing National / HQ Digital Governance Livecasts Content Management Community Moderation Facebook Smartphones Drive Revenue Marketing Events Communities Mobile Optimized Web eCommerce Cause Enthusiasts SEM Social Media Listening / Monitoring / Measurement Microsites PR & Communication Twitter Social Integration Grow Advocacy SMS Reporting Plan Web Architecture Portals Tablets Influencers Processes CMS CRM Campaign Development Advocates Build Constituent Relationship Success Metrics Online Video Sentiment Analysis Accelerate Innovation Email Customer Service Platform Selection Innovators and Creators Crowdsourcing Kiosks Websites Reduce Administrative Costs Finance Digital Intelligence Management Operations Platform Implementation Local Offices / Retail Increase Relevance Collaboration Online Video Sentiment Analysis Accelerate Innovation SEO MODERN MARKETING ANALYTICS Marketing Analytics in the Age of the Internet, Cloud and Social Media
  2. 2. Copyright © 2014 Rightpoint | Proprietary and Confidential 2 TRADITIONAL MARKETING MEDIUMS Traditional Marketing Mediums TV/Radio Billboard/In- Store Display Direct Mail Print
  3. 3. Copyright © 2014 Rightpoint | Proprietary and Confidential 3 INTERNET AND SOCIAL MEDIA MARKETING OPTIONS Digital Marketing Channels Social Media Search Engine Website Email Video Sites Internet Display
  4. 4. Copyright © 2014 Rightpoint | Proprietary and Confidential 4 AVAILABLE METRICS FOR POPULAR DIGITAL CHANNELS Website • Page Views • Visits • Visitors • New Visits • Purchases • Conversion Rate • Time on Page • Time on Site • Abandonments Social Media • Page Views • Unique Page Views • Friends • Likes • Retweets • Fans • Check-ins • Impressions • Followers • New Followers Search Engine • Clicks • Cost Per Click • Click Through Rate • Impressions • Conversion Rate Email • Open Rate • Response Rate • Bounce Rate • Click Rate • Conversion Rate • Cost Per Click • Subscribers • Opt-outs Video Sites • Video Views • Unique Users • Average Duration Internet Display • Impressions • Clicks • Cost per Click • Click Through Rate • Reach • Conversion Rate
  5. 5. Copyright © 2014 Rightpoint | Proprietary and Confidential 5 Data complexity: variety and velocity Petabytes Terabytes Gigabytes Megabytes TYPICAL BI CLASSIFICATIONS
  6. 6. Copyright © 2014 Rightpoint | Proprietary and Confidential 6  Data sources Non-Relational Data EVOLUTION OF THE MARKETING ANALYTICS DATA WAREHOUSE
  7. 7. Copyright © 2014 Rightpoint | Proprietary and Confidential 7 REPRESENTATIVE MARKETING ANALYTICS DATA MODEL OpportunitiesPage Analytics Region Hour Customer Account Segment Web Profile Campaign Campaign Type Visit Analytics Date Dimension Fact Sales Page Category Page Page Sub Category Followers Following Videos
  8. 8. Copyright © 2014 Rightpoint | Proprietary and Confidential 8 MARKETING ANALYTICS REPORTING NEEDS • Pipeline and sales • Activity reports • Web Traffic reports • Trends over time Page Analytics Visit Analytics SalesOpportunities
  9. 9. Copyright © 2014 Rightpoint | Proprietary and Confidential 9 PAGE VIEWS BY HOUR
  10. 10. Copyright © 2014 Rightpoint | Proprietary and Confidential 10 PAGE VIEWS BY PAGE URL
  11. 11. Copyright © 2014 Rightpoint | Proprietary and Confidential 11 PAGE VIEWS BY SITE MAP
  12. 12. Copyright © 2014 Rightpoint | Proprietary and Confidential 12 VISITOR REPORT
  13. 13. Copyright © 2014 Rightpoint | Proprietary and Confidential 13 SEARCH KEYWORD BY SEARCH ENGINE
  14. 14. Copyright © 2014 Rightpoint | Proprietary and Confidential 14 VISIT TRENDS
  15. 15. Copyright © 2014 Rightpoint | Proprietary and Confidential 15 POWER VIEW VISIT TRENDS USING LIVE TILES
  16. 16. Copyright © 2014 Rightpoint | Proprietary and Confidential 16 TOP TEN LANDING PAGES FiscalYear 2014 ProfileURL ncsbn.org Direct Visits Perent of Total https://www.ncsbn.org/NCSBN Home::public 125,133 26 % https://www.ncsbn.org/Nurse Licensure Compact::public 95,003 20 % https://www.ncsbn.org/NCLEX Examinations::public 83,019 17 % https://www.ncsbn.org/Contact a Board of Nursing::public 49,036 10 % https://www.ncsbn.org/NCSBN Passport 47,067 10 % https://www.ncsbn.org/Candidate Bulletin & Information::public 18,989 4 % https://www.ncsbn.org/Test Plans::public 16,664 3 % https://www.ncsbn.org/NCLEX Pass Rates::public 15,442 3 % https://www.ncsbn.org/Registration::public 13,827 3 % https://www.ncsbn.org/Quick Results::public 12,477 3 % Grand Total 476,657 100 %
  17. 17. Copyright © 2014 Rightpoint | Proprietary and Confidential 17 TOP TEN MOST VISITED PAGES FiscalYear All ProfileURL ncsbn.org Row Labels Sum of PageViews Average Time on Page https://www.ncsbn.org/NCSBN Home::public 276,715 0:00:11 https://www.ncsbn.org/NCLEX Examinations::public 242,058 0:00:10 https://www.ncsbn.org/Nurse Licensure Compact::public 230,140 0:00:19 https://www.ncsbn.org/Contact a Board of Nursing::public 214,715 0:00:06 https://www.ncsbn.org/::public 87,436 0:00:15 https://www.ncsbn.org/NCSBN Passport 86,836 0:02:59 https://www.ncsbn.org/nclex.htm 77,161 0:00:13 https://www.ncsbn.org/nlc.htm 74,427 0:00:29 https://www.ncsbn.org/Application & Registration::public 69,171 0:00:08 https://www.ncsbn.org/Search::public 68,680 0:00:11 Grand Total 1,427,339 0:00:23
  18. 18. Copyright © 2014 Rightpoint | Proprietary and Confidential 18 BOTTOM TEN VISITED PAGES FiscalYear All ProfileURL Learningext.com Row Labels Sum of PageViews Average Time on Page https://www.learningext.com/suesblog/b/suesblog/default.aspx?PostSortBy=MostComments&pi2030=2 2 0:00:13 https://www.learningext.com/suesblog/b/suesblog/default.aspx?pi1380=9&PostSortBy=MostViewed&pi878=1&pi2030=2 2 0:00:00 https://www.learningext.com/testimonials/f/3.aspx?ThreadSortBy=Subject&SortOrder=Ascending 2 0:00:01 https://www.learningext.com/suesblog/b/suesblog/archive/tags/pretest/review/default.aspx 2 0:00:01 https://www.learningext.com/suesblog/b/suesblog/default.aspx?pi878=2 2 0:00:00 https://www.learningext.com/suesblog/b/suesblog/archive/tags/pretest/review/nclex/default.aspx 2 0:00:02 https://www.learningext.com/suesblog/tags/select+all+that+apply/review/default.aspx 2 0:00:03 https://www.learningext.com/suesblog/b/suesblog/archive/tags/review/default.aspx 2 0:00:05 https://www.learningext.com/suesblog/b/suesblog/archive/tags/Learning+Extension/nclex/default.aspx 2 0:00:02 https://www.learningext.com/suesblog/b/suesblog/default.aspx?pi1380=13&pi878=2&pi2030=4 2 0:00:09 Grand Total 20 0:00:04
  19. 19. Copyright © 2014 Rightpoint | Proprietary and Confidential 19 VISITS BY OPERATING SYSTEM
  20. 20. Copyright © 2014 Rightpoint | Proprietary and Confidential 20 VISITS BY BROWSER
  21. 21. Copyright © 2014 Rightpoint | Proprietary and Confidential 21 QUARTERLY VISIT COMPARISON FiscalYear 2013 Row Labels Visits Q1 Visits Q2 %Change Q1 to Q2 Visits Q3 %Change Q2 to Q3 Visits Q4 %Change Q3 to Q4 Visits YTD Blogs.NCSBN.org 114 140 22.81 % 132 -5.71 % 94 -28.79 % 480 Learningext.com 435,858 678,893 55.76 % 746,336 9.93 % 677,298 -9.25 % 2,538,385 ncsbn.org 516,354 746,165 44.51 % 749,986 0.51 % 929,481 23.93 % 2,941,986 Nursys.com 358,726 947,611 164.16 % 1,084,497 14.45 % 1,198,652 10.53 % 3,589,486 wiki.ncsbn.org 3,356 3,039 -9.45 % 1,882 -38.07 % 1,712 -9.03 % 9,989 Grand Total 1,314,408 2,375,848 80.75 % 2,582,833 8.71 % 2,807,237 8.69 % 9,080,326
  22. 22. Copyright © 2014 Rightpoint | Proprietary and Confidential 22 QUARTERLY PAGE VIEWS COMPARISON FiscalYear 2013 MonthName 09 - September Row Labels Page Views Q1 Page Views Q2 %Change Q1 to Q2 Page Views Q3 %Change Q2 to Q3 Page Views Q4 % Change Q3 to Q4 Page Views YTD Learningext.com 1,038,801 1,580,343 52.13 % 1,819,101 15.11 % 1,712,705 -5.85 % 6,150,950 ncsbn.org 2,756,696 4,049,075 46.88 % 4,300,289 6.20 % 4,225,099 -1.75 % 15,331,159 Nursys.com 2,170,145 3,476,326 60.19 % 3,793,484 9.12 % 3,981,891 4.97 % 13,421,846 Grand Total 5,965,642 9,105,744 52.64 % 9,912,874 8.86 % 9,919,695 0.07 % 34,903,955
  23. 23. Copyright © 2014 Rightpoint | Proprietary and Confidential 23 YOUTUBE VIEWS CalendarYear 2013 YouTube Views YouTube Unique Users NCLEX® Review Course Tour - NCSBN Learning Extension 25,013 20,823 Social Media Guidelines for Nurses 17,989 14,701 The Nurse Licensure Compact Explained 9,238 7,798 Continuing Education Course Tour - NCSBN Learning Extension 3,398 3,052 Crossing the Line Part 5 3,302 2,247 Delegating Effectively Part 1 3,244 2,521 Board of Nursing Complaint Process: Investigation to Resolution 2,653 2,003 Crossing the Line Part 3 2,297 1,988 Crossing the Line Part 4 2,257 1,939 Delegating Effectively Part 2 2,221 1,797 The Consensus Model for APRN Regulation - Full-Length Version 2,122 1,737 Delegating Effectively Part 3 2,080 1,689 Delegating Effectively Part 5 1,839 1,492 The Role of APRNs in Health Care 1,793 1,461 Delegating Effectively Part 4 1,731 1,456 Grand Total 81,177 66,704
  24. 24. Copyright © 2014 Rightpoint | Proprietary and Confidential 24 FACEBOOK ACTIVITY - 2013
  25. 25. Copyright © 2014 Rightpoint | Proprietary and Confidential 25 COMBINE WEB SITE VISITS WITH YOUTUBE VIEWS 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 9,000 10,000 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 07 - July 08 - August 09 - September 10 - October 11 - November 12 - December Web Site Visits You Tube Views
  26. 26. Copyright © 2014 Rightpoint | Proprietary and Confidential 26 COMBINE TWITTER AND FACEBOOK ACTIVITY
  27. 27. CHICAGO 29 North Wacker Drive 4th Floor Chicago, IL 60606 Ph 312.920.8383 DENVER 1045 Lincoln Street Suite 204 Denver, CO 80203 Ph 720.330.3000 DETROIT 43155 Main Street #2212C-2 Novi, MI 48375 Ph 248.255.4175 THANK YOU To learn about surfacing your marketing analytics in dashboards and reports, contact: Neal Levin Business Intelligence Practice Lead blevin@rightpoint.com 312.999.5429

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