How To Maximize Your Marketing Budget


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Ideas on how to use Free Online Analytics tools to analyze your current marketing efforts and make good decisions to create an efficient, effective marketing strategy.

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How To Maximize Your Marketing Budget

  1. 1. How to Maximize your Marketing Budget: A Guide to Free Analytics Tools An Instant Software Company
  2. 2. Free Analytics Programs <ul><li>Google Analytics – of course! </li></ul><ul><li>Quantcast </li></ul><ul><li>Compete </li></ul><ul><li>Website Grader </li></ul>
  3. 3. 2009 VRMA National Conference - Google Analytics <ul><li>Log In to Google Analytics (or easily setup a FREE account) </li></ul><ul><li>Change your Dates (Right Hand Top Corner) to YTD </li></ul><ul><li>Choose TRAFFIC SOURCES from the left vertical menu bar </li></ul><ul><li>Choose REFERRING SITES from the menu </li></ul>Google Analytics: Measure your Website Traffic, Sources and User Behavior
  4. 4. Marketing Campaign: Remember that each advertiser may have a website URL different from their publication name or multiple URls Click Traffic: Not unique visitors but actual click-through traffic. The # of Pages the referred guest looked at before leaving your site. The more pages – the more relevant the guest found your site. Avg. Time each referred client spent on your site before exit. The higher the number the better. The Percentage of Referred Clicks where the new guest found your site irrelevant and immediately clicked out of your site/exited. Premium ads should stay below 40% Bounce Rate.
  5. 5. 2009 VRMA National Conference - Google Analytics Every Marketing Campaign may have multiple sources: For example, you may have ads in different places on their site throughout the year, you may advertise in different sections of their domain or you may post specials throughout the year. Measure each one’s effectiveness and cut out any “fat”. A high percentage of new visitors to your site shows that this marketing source brings in new clientele and not web visitors that had already found you. Premium campaigns should be ABOVE your Site Avg. This marketing source is not competing with you for your business but bringing you a new market segment.
  6. 6. 2009 VRMA National Conference - Google Analytics Dimension Drilldown : Want to know more about the traffic and demographics of the clientele that your advertiser sent…. Visit the Dimension Drilldown on the referring site page after you choose a specific source. Analyze : What cities performed well? Which did not? Is there a reason? If you see a particular city outshine the others – focus on that market for potential new ad opportunities.
  7. 7. Quantcast: Measure your Website Demographics and other site Demographics and User Profiles
  8. 8. What to do with Quantcast Data: -Look up potential advertiser sites and make sure their demographic profile fits your goals and needs -Understand your web clientele better – make demographic specific deals, packaging, etc. -Measure your competition’s audience demographics -Quantcast will show you other similar advertisers – use it for online research
  9. 9. Compete: Compare your Website Performance with Competition FREE and Paid Version Available
  10. 10. What to do with Compete Data: -Compare your Website to your Competition in Overall Organic Site Traffic -Measure your Online Advertisers and compare their Site Traffic
  11. 11. Website Grader: Grade your Website Efforts, Structure and Find Areas of “Room for Improvement” FREE and Paid Version Available
  12. 12. What to do with WebsiteGrader Data: -Talk to your Web Company about any areas that need improvement ***Please note – that Website Grader is not the Holy Grail of Website Structure Opinions, but it is a fantastic starting point! -Thinking of Upgrading your Website? Measure your Strengths and Weaknesses before you make new decisions.
  13. 15. Amber Leto (Mayer) Chief Operating Officer 850-499-5504 [email_address] Facebook – TravelStorm Twitter – TravelStorm LinkedIn- Amber Leto