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2/19/2015
Who we are – 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
Who we are – 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
Please Ask Questions!
4
5
Why Analytics
“What gets measured
gets managed.”
-Peter Drucker
6
Data Is Everywhere
 Computers make it easy
to store digital
interactions
 Typically you have
access to this information
7
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
Downsides
 Data is largely fractured
 Analysis Paralysis
9
What Can You Do With The
Measurements?
10
 Change design
 Finding effective
content
 Change external
marketing mix
11
Why Google Analytics (GA)
 Free*
 Easy to install
 Lots of details
12
How Does It Work
 Little piece of code on all
pages of your website
 Can leave it off of pages
you don’t want to track
13
Downsides
 Doesn’t track everyone
 Visitors cookies need to
be enabled
 Requires Google
account
 Privacy
14
Vs. Other Packages
 Webalizer
 Analog
 Webtrends
 Uses the raw server logs
 Lots of noise
15
Interaction With Google
Search
 Does send info about
your site and your visitors
back to Google
 “If a service is free, you’re
the product.”
16
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 “hits”
interchangeably
17
Pages/Visit and
Avg. Visit Duration
 Pages/Visit -number of
pages/divided by the
number of visits
 Avg. Visit Duration
18
% 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
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
Location
and Language
 Location from your ISP
 Whatismyip.com
 Language from your
web browser
21
Behavior: New vs. Returning
 A measure of how
compelling the site’s
content is.
 Returning visitors: is there
a favorite category or
section of the site that
they’re revisiting?
 New visitors: are you
updating enough?
22
Mobile % of mobile, devices
 Do you need a better
mobile experience
23
Responsive Mobile
Traffic Sources - Search
 Organic
 Paid
24
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
Traffic Sources - Direct
 Directly typing your
website into the browser
 Clicking on a link in an
email
 Using a browser’s
bookmark
 Clicking a link
embedded in a
document, PDF, excel, or
other file
26
Visitor Flow
 Source
 Location
 Technology (ex. desktop
vs. mobile)
 Digital ads
 Keywords
 Drop off rates tell you
where you losing your
visitors
27
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
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
Google Analytics
Social Reporting Tool
 How does social
media affect goals
 Which networks drive
traffic
 Where people are
discussing your
organization
30
Measure Site Search
 See how visitors are using
your search
31
Measure – 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
33
Complements Analytics
 Impressions vs. Clicks
 Top Queries/Top Pages
 Search Appearance
 Indexing Issues
34
35
Measure – 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
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)
Measure – Hard
Metric Comparisons
 Pay Per Click (PPC) =
 Cost Per Click (CPC)
 Cost Per 1000 Impressions
(CPM)
 Get comparison rates
from Google or
Facebook ads
All In One Tracking
 Sprout Social
39
40
Insight Areas
 Likes
 Reach
 Visits
 Posts
 People
41
Likes Analytics
 Number of Likes
 Number of Unlikes
 Source of Likes
 Ads
 Page Suggestions
 Your Page
 Mobile
42
Reach Insights
 Number of People who
saw posts on your page.
 Actions taken on posts
(like, share, comment)
43
Visits Insights
 Page and Tab visits
 Tab importance
 Check-ins
44
Posts Insights
 Times and dates of visits
 Most effective post
types
 Which posts are have
highest reach and
engagement
45
People Insights
 Demographics
 Location
46
Facebook-EdgeRank
 Affinity – 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
∑ = Ue x We x De
= Affinity x
Weight x
Decay
48
Timeline Activity
 Mentions
 Follows
 Unfollows
49
Timeline Activity
 Favs
 Retweets
 Replies
50
Follower Information
 Number of followers
 Interests
 Location
 Gender
 Who your followers follow
51
Tweriod
52
53
Pinterest Analytics
 Only on business
accounts
 Similar metrics to other
social networks
54
Pinterest Metrics
 Pins
 Pinners
 Repins
 Repinners
 Impressions
 Reach
55
 Clicks
 Visitors
 Most Recent Pins
 Most Repinned
 Most Clicked
56
Hootsuite
 Reports from multiple
social media networks in
one place
 Some reports require a
pro account
57
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
Click Tale
 How visitors are
interacting with your site
 What they are pausing
their mouse over
59
Paid Tools
 Sprout Social
 Radian 6
 SocialBro
 Twitalyzer
60
61
Vs. Comparison
 Vs. Last Period
 Vs. YAG
 Vs. Industry
62
Competitors or industry
 Google analytics lets you
select your industry
 Many social media
metrics are open for
public viewing
63
collin@bluezoocreative.com
Twitter.com/ccondray
9/26/2012
collin@bluezoocreative.com
Twitter.com/ccondray
479-966-9575
2/19/2015

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Web and Social Media Analytics-February 2015

  • 2. Who we are – 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 – 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
  • 5. 5
  • 6. Why Analytics “What gets measured gets managed.” -Peter Drucker 6
  • 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
  • 9. Downsides  Data is largely fractured  Analysis Paralysis 9
  • 10. What Can You Do With The Measurements? 10  Change design  Finding effective content  Change external marketing mix
  • 11. 11
  • 12. Why Google Analytics (GA)  Free*  Easy to install  Lots of details 12
  • 13. How Does It Work  Little piece of code on all pages of your website  Can leave it off of pages you don’t want to track 13
  • 14. Downsides  Doesn’t 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  “If a service is free, you’re the product.” 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 “hits” 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
  • 21. Location and Language  Location from your ISP  Whatismyip.com  Language from your web browser 21
  • 22. Behavior: New vs. Returning  A measure of how compelling the site’s content is.  Returning visitors: is there a favorite category or section of the site that they’re revisiting?  New visitors: are you updating enough? 22
  • 23. Mobile % of mobile, devices  Do you need a better mobile experience 23 Responsive Mobile
  • 24. Traffic Sources - Search  Organic  Paid 24
  • 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 browser’s 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
  • 31. Measure Site Search  See how visitors are using your search 31
  • 32. Measure – 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
  • 33. 33
  • 34. Complements Analytics  Impressions vs. Clicks  Top Queries/Top Pages  Search Appearance  Indexing Issues 34
  • 35. 35
  • 36. Measure – 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 – Hard Metric Comparisons  Pay Per Click (PPC) =  Cost Per Click (CPC)  Cost Per 1000 Impressions (CPM)  Get comparison rates from Google or Facebook ads
  • 39. All In One Tracking  Sprout Social 39
  • 40. 40
  • 41. Insight Areas  Likes  Reach  Visits  Posts  People 41
  • 42. Likes Analytics  Number of Likes  Number of Unlikes  Source of Likes  Ads  Page Suggestions  Your Page  Mobile 42
  • 43. Reach Insights  Number of People who saw posts on your page.  Actions taken on posts (like, share, comment) 43
  • 44. Visits Insights  Page and Tab visits  Tab importance  Check-ins 44
  • 45. Posts Insights  Times and dates of visits  Most effective post types  Which posts are have highest reach and engagement 45
  • 47. Facebook-EdgeRank  Affinity – 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 ∑ = Ue x We x De = Affinity x Weight x Decay
  • 48. 48
  • 49. Timeline Activity  Mentions  Follows  Unfollows 49
  • 50. Timeline Activity  Favs  Retweets  Replies 50
  • 51. Follower Information  Number of followers  Interests  Location  Gender  Who your followers follow 51
  • 53. 53
  • 54. Pinterest Analytics  Only on business accounts  Similar metrics to other social networks 54
  • 55. Pinterest Metrics  Pins  Pinners  Repins  Repinners  Impressions  Reach 55  Clicks  Visitors  Most Recent Pins  Most Repinned  Most Clicked
  • 56. 56
  • 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
  • 60. Paid Tools  Sprout Social  Radian 6  SocialBro  Twitalyzer 60
  • 61. 61
  • 62. Vs. Comparison  Vs. Last Period  Vs. YAG  Vs. Industry 62
  • 63. Competitors or industry  Google analytics lets you select your industry  Many social media metrics are open for public viewing 63
  • 64.
  • 65.