1. Socius Marketing Analytics and Optimization Plan
Submitted to:
Dr. Philip Arlen
By:
TJ Goss
Full Sail University

2. 2
Table of Contents
Table of Contents…………………………………………………………..….2
Table of figures………………………………………………………….....….2
Executive Summary…………………………………………………….......…2
Introduction………………………………………………………………..…..2
Background………………………………………………………..…..2
Issue……………………………………………………………..……..2
Purpose of Report………………………………………………..…….2
Definition of a SMART Business Goal..…..…………………..………2
How Key Performance Indicators (KPIs) Quantify Results………..….2
SMART Goals and Corresponding KPIs…….…………...…...………...……..2
Goal 1………………………………………………...……...…………2
Goal 2……………………………………………………..……………2
Goal 3……………………………………………..……………………2
Goal 4…………………………………………………..………………2
Table of figures
Figure 1: Dashboard: Content Overview Page 2………………………………2
Figure 2: Entrance Sources: Home Page Report……………………………….2

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Executive Summary
Socius Marketing can utilize an optimization plan that will improve the effectiveness of
its website and increase revenue. By identifying visitor trends in the analytics reports
provided, and strategically choosing SMART business goals and KPIs to create action
items, Socius will be well positioned for website optimization and an increase in revenue.
The following identifies 3 trends with SMART business goals and KPIs that will
optimize website performance.
3 Trends with SMART Goals and KPIs Chosen to Measure Success:
 Trend #1: Product 1 currently receives more than 3 times as many page views per
month from returning visitors than Product 2, while the difference in pageviews to
the pages from new visitors is negligible and actually skews in favor of product 2.
o SMART Goal: Increase the number of returning visitors to Product Page
2 by 200 people by the end of the month.
o KPIs: # of Page Views on Product Page 1 by Returning Visitors, # of
Page Views on Product Page 2.
o Action Items: Review navigation summary for both product pages.
 Trend #2: Average daily entries to the website via the home page decreases on
Fridays.
o SMART Goal: Increase the average number of visitor entrances to
Socius’ home page on Fridays by 50 people over the next 30 days.
o KPIs: Page views per day, Google Paid traffic visits per day
o Action Items: Run a Google PPC campaign every Friday, run a PPC
campaign on Yahoo every Friday.
 Trend #3: Transactions are currently not being segmented accurately or in
actionable ways.
o SMART Goal: Segment at least 50% of transactions over the next 30
days.
o KPIs: Paid Traffic Revenue, Non-Paid Traffic Revenue
o Action Items: Create Custom analytics that segment transaction sources.
If Socius Marketing uses the following SMART business goals and the corresponding
KPIs to track their progress towards these goals, they should see an increase in the
effectiveness of their social and mobile Internet marketing campaigns. – Lead
Generation Business - Decrease Customer Acquisition Cost by $5.00 over the next
30 days- (Dollar Index, Absolute new vs. returning visitors, Biggest Goal Producing
Pages); Increase Conversion Rate by 2% over the next 30 days (which channels are
performing the best, and optimize the ones that aren’t, time on site, page Clicks);
Increase Social Media Page referrals by 5% over the next 30 days (average shared
links click through rate, growth in number of followers, decrease churn rate, message
amplification); Increase Mobile marketing referrals by 5% over the next 30 days;
Fanbase growth/decline; Branded/ Unbranded keywords; Decrease Bounce Rate by 2%
over the next 30 days; High average visit duration; L

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Introduction
Socius Marketing is a Search Engine Optimization (SEO) and full-service Internet
marketing company that sells custom consulting solutions to businesses in Florida and
across the country.
Background
Socius’ current campaign efforts are structured to generate leads and gather prospective
client’s information on the www.sociusmarketing.com website. Because the pricing is not
presented on the website, and each client is provided custom service packages, inducing
visitors to schedule a consultation is crucial for the website and company’s success.
Issue
By identifying trends in the analytic reports provided, implementing select SMART
goals, and measuring the results with strategically chosen KPIs, Socius has the
opportunity to increase campaign effectiveness and as such generate more referrals while
decreasing customer acquisition cost.
Purposeof Report
The purpose of this report is to identify 3 trends in the analytics reports and recommend
SMART business goals to the decision making team at Socius Marketing that if
implemented correctly will increase referrals from the website. Each SMART goal is
accompanied by corresponding KPIs, action items and well as a small synopsis of why
they were selected.
Definition of a SMART Business Goal
A business goal is SMART if it is Specific, Measurable, Actionable, Relevant, and
Timely. Furthermore they serve as a filter for all of the masses of data you get on your
site and business performance, and are more actionable and quantifiable than traditional
goals.
How Key Performance Indicators (KPIs) Quantify Results
The metrics selected as KPIs were chosen because they are simple to understand, timely,
and allow the analyst to quickly assess progress in relation to the business goal.
Optimization Plan
 Trend #1: Product 1 currently receives more than 3 times as many page views per
month from returning visitors than Product 2 (756-217), while the difference in
pageviews to the pages from new visitors is negligible and actually skews in favor
of Product 2 (5,423-5,594).

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 SMART Goal #1: Increase the number of returning visitors to Product Page 2 by
200 people by the end of the month.
o KPIs:
 # of Page Views by Returning Visitors on Product Page 1:
 # of Page Views by Returning Visitors on Product Page 2:
o Action Items:
 Review Navigation Summary for Product Page 1: Evaluate Product
Page 1 to see if there is anything that can be applied to page 2 that
will increase Page 2’s performance. Returning visitors typically
convert at a higher percentage than new visitors.
 Review Navigation Summary for Product Page 2: Product Page 2
actually receives more page visits per month than page 2, so there
may be a bug on the page.
o Dollar Index: A measurement of how influential a page is to conversion.
The higher the number, the more frequently it was viewed prior to a
purchase or conversion. It's calculated by taking the goal conversion
value or transaction value of a visit and applying it evenly to all the pages
prior to that conversion. Seen in aggregate, it just attempts to correlate
pages to conversions
 % of Traffic from Referring Sites: Sites typically refer for little or
no cost, so identifying which sites refer most frequently, Socius
will be able to target them going forward.
 Biggest Goal Producing Pages: By identifying which pages create
the most conversions, content can be created and distributed that
will direct potential customers to them.
 Trend #2: Average daily entries to the website via the home page decreases on
Fridays.

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 SMART Goal #2: Increase the average number of visitor entrances to Socius’
home page on Fridays by 50 people over the next 30 days.
o KPIs:
 Page Views Per Day: This page currently averages 1,406 site
entrances per day (Actual amount per day cannot be obtained from
report, but can be drilled into from Google Analytics), and as
shown above there is a decrease every Friday.
 Google Page Views Per Day: Paid traffic from Google is currently
the 4th leading source of entrance traffic to this page, behind only
direct traffic and organic traffic from Google and Yahoo.
o Action Items:
 Run a Google PPC campaign every Friday: Google paid traffic is
currently operating at a dollar index of $6.72 which is $1.40 higher
than the average, and as such more frequently results in a
conversion.
 Run a PPC campaign on Yahoo every Friday: The site is currently
only run paid ad campaigns on Google, and as noted above these
campaigns are generating significant traffic to the site. Yahoo
presents a very good opportunity for the company to utilize going
forward.
 SMART Goal #3: Increase Social Media Page referrals by 2% over the next 30
days.
o KPIs:
 Paid Traffic Revenue:
 Non-Paid Traffic Revenue:
o Action Items:
Conclusion
By recognizing that Socius Marketing’s main Internet marketing campaign goal to be
lead generation through its website, SMART business goals were created in order to
increase effectiveness. By utilizing their accompanied KPIs to measure success, the
company’s analysts can quickly identify problem areas of the site to improve going
forward, and maximize the potential of their top performing pages. All of which will
increase leads while decreasing customer acquisition costs going forward.
References:

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 Alexander, M. (2013). Web Analytics & Reporting (WAR): Week 2 Wimba
Session [Video Lecture]. Retrieved from https://vimeo.com/58054898
 Kaushik, A. (2009). Web Analytics 2.0: The Art of Online Accountability and
Science of Customer Centricity. Retrieved from Safari Books Online.
Appendices