This hands-on seminar covered web and social analytics and insights and how they are invaluable to your overall marketing plan. media outlets such as Facebook, Pinterest, Twitter and Google+, as well as Google Analytics.
2. Who we are โ Collin Condray
๏ 18 years experience in
web development
๏ Retail data analysis for
multi-billion dollar
companies (3M and
Tyson)
๏ Social media
marketing
๏ Agency experience
with Collective Bias
and Saatchi X
3. Who we are โ Eric Huber
๏ Over 25 years as a
graphic designer for
both small businesses
and Fortune 500
companies
๏ Marketing, advertising,
and graphic design
for small businesses
๏ Award winning
designer
๏ Instructor for the New
Design School
7. Data Is Everywhere
๏ Computers make it easy
to store digital
interactions
๏ Typically you have
access to this information
7
8. Better Tools
๏ Services are providing
more than just the raw
data
๏ Graphs, charts, and other
insights are now built in
๏ Raw data downloads are
still available
8
13. How Does It Work
๏ Little piece of code on all
pages of your website
๏ Can leave it off of pages
you donโt want to track
13
14. Downsides
๏ Doesnโt track everyone
๏ Visitors cookies need to
be enabled
๏ Requires Google
account
๏ Privacy
14
15. Vs. Other Packages
๏ Webalizer
๏ Analog
๏ Webtrends
๏ Uses the raw server logs
๏ Lots of noise
15
16. Interaction With Google
Search
๏ Does send info about
your site and your visitors
back to Google
๏ โIf a service is free, youโre
the product.โ
16
17. Visits and Pageviews
๏ Visits-how many
individual people visit the
site
๏ Pageviews-total number
of pages that visitors
have viewed on the site
๏ Sometimes called โhitsโ
interchangeably
17
18. Pages/Visit and
Avg. Visit Duration
๏ Pages/Visit -number of
pages/divided by the
number of visits
๏ Avg. Visit Duration
18
19. % New Visits and
Unique Visitors
๏ % New Visits -how many
visitors to your site are first
time visitors
๏ Unique visits-number of
unduplicated visitors
during the current time
period
19
20. Bounce Rate
๏ Percentage of visits that
go only one page before
exiting a site
๏ Use A/B testing and
mouse tracking to
determine what keeps
people on your site
20
22. Behavior: New vs. Returning
๏ A measure of how
compelling the siteโs
content is.
๏ Returning visitors: is there
a favorite category or
section of the site that
theyโre revisiting?
๏ New visitors: are you
updating enough?
22
23. Mobile % of mobile, devices
๏ Do you need a better
mobile experience
23
Responsive Mobile
25. Traffic Sources - Referral
๏ Social sharing buttons on
your site
๏ Guest post on other
websites and include
your link in the post
๏ Web site fields on site
profiles
๏ Forum posts
๏ Comments
25
26. Traffic Sources - Direct
๏ Directly typing your
website into the browser
๏ Clicking on a link in an
email
๏ Using a browserโs
bookmark
๏ Clicking a link
embedded in a
document, PDF, excel, or
other file
26
27. Visitor Flow
๏ Source
๏ Location
๏ Technology (ex. desktop
vs. mobile)
๏ Digital ads
๏ Keywords
๏ Drop off rates tell you
where you losing your
visitors
27
28. Conversions
๏ What do you want the
visitor to do?
๏ Buy a product
๏ Fill out a contact form
๏ Sign up for a mailing list
๏ More powerful tools for
tracking available
28
29. Goals - Ecommerce
๏ Add product to cart
๏ Go to cart
๏ Review cart
๏ Input payment information
๏ Confirm payment
information
๏ Thank you for purchasing!
๏ Many eCommerce
packages build this in since
GA is everywhere
29
30. Google Analytics
Social Reporting Tool
๏ How does social
media affect goals
๏ Which networks drive
traffic
๏ Where people are
discussing your
organization
30
32. Measure โ Hard Metrics
๏ Easy to do with
eCommerce but harder
to do with services.
๏ Need to create custom
web addresses to share
to track in detail.
32
36. Measure โ Soft Metrics
36
๏ Number of followers on
social media networks
๏ Number of posts,
comments, Tweets, etc.
๏ Key influencers, who
already have a following
that is talking about you
๏ Share of conversation
37. Measure
37
๏ What are they saying?
๏ Are they saying good or
bad things about you? Are
the good comments
increasing?
๏ Where is the conversation
occurring? (blogs, news
sites, forums, social media
sites)
38. Measure โ Hard
Metric Comparisons
๏ Pay Per Click (PPC) =
๏ Cost Per Click (CPC)
๏ Cost Per 1000 Impressions
(CPM)
๏ Get comparison rates
from Google or
Facebook ads
47. Facebook-EdgeRank
๏ Affinity โ relationship with
object (is this person a
friend or did they just Like
something)
๏ Weight-type of post
(images have the highest
weight)
๏ Time Decay-decreases as
content ages
๏ edgerankchecker.com
47
โ = Ue x We x De
= Affinity x
Weight x
Decay
57. Hootsuite
๏ Reports from multiple
social media networks in
one place
๏ Some reports require a
pro account
57
58. Link Shorteners
๏ Example: Bit.ly
๏ Integrates with lots of
services (ex. Twitter)
๏ What percentage of your
clicks contributed to the
overall number of clicks
on that link
58
59. Click Tale
๏ How visitors are
interacting with your site
๏ What they are pausing
their mouse over
59