Měkké metriky – engagement, loajalita a další

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Akce: Konference Web Analytics - 28. 5. 2009 - Praha

Organizátor: Dobrý web

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Měkké metriky – engagement, loajalita a další

  1. 1. Soft metrics Pere Rovira - Director at WebAnalytics.es www.twitter.com/pere_rovira www.linkedin.com/in/pererovira pere@webanalytics.es
  2. 2. Soft metrics “evaluate the things that aren’t apparent”
  3. 3. Conversion is not enough “If 2% of users convert, what do the others do?”
  4. 4. Context is meaning “If I increase sales by 20%, should I be happy?”
  5. 5. “measure beyond conversion with context always in mind”
  6. 6. Engagement “A promise to marriage... the period of time between proposal and marriage”
  7. 7. Engagement Actions Segmentation Outcomes comments, fanatics, lovers, do lovers convert subscriptions, casual, one night more than one videos viewed, stands, etc. night stands? backlinks, re- tweets, facebook fans, etc.
  8. 8. Influence “The capacity to produce efects on the actions or opinions of others”
  9. 9. Influence Metrics Outcomes twitter leads from social followers, RSS media, quotations, subscriptions, interviews, speaking newsletter CTR, engagements, guest survey response articles, etc. rate, etc.
  10. 10. Satisfaction “Enjoyment, pleasure, comfort, fulfillment”
  11. 11. Satisfaction Metrics Outcomes loyalty recomendations angry feedbacks customer loyalty customer feedback time to finish a transactions transacion
  12. 12. Context “I am tall as long as you’re short”
  13. 13. Context Techniques Tools Outcomes data Nielsen Netview comparisons User panels Comscore Google Ad Planner hints on competitor Google Trends advantage ISP traffic analysis Hitwise Netsuus seasonality, events
  14. 14. “measure beyond conversion with context always in mind”
  15. 15. Thanks! Questions? www.twitter.com/pere_rovira www.linkedin/in/pererovira pere@webanalytics.es
  16. 16. References Is conversion rate enough? http://www.kaushik.net/avinash/2008/01/is-conversion-rate-enough- its-a-good-start-now-do-more.html Trinity. A mindset & Strategic Approach http://www.kaushik.net/avinash/2006/08/trinity- a-mindset-strategic-approach.html How to measure visitor engagement, redux http:// blog.webanalyticsdemystified.com/weblog/2007/10/ho w-to-measure-visitor-engagement-redux.html Marketing metrics: the hard and the soft http://thecustomercollective.com/TCC/ 31333
  17. 17. Image credits Slide 2 - http://www.flickr.com/photos/pensive-reflections/3112687360/ Slide 3 - http://www.kaushik.net/avinash/2008/01/is-conversion-rate-enough-its-a-good-start-now-do-more.html Slide 4 - http://www.flickr.com/photos/curiousexpeditions/489992128/ Slide 7 - http://www.flickr.com/photos/eyermonkey/2842941601/ Slide 9 - http://www.mediaphilosopher.com/category/influence/ Slide 11 - http://www.flickr.com/photos/netsrot/164613381/ Slide 12 - http://www.robertomanzoni.it/pics/imgBig/Berretto-Sherlock-Holmes.jpg

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