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Social Media Week Hamburg '16
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Wichtich Is' Auf’er Webseite:
Social Media & Web-Analyse
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alle wege führen nach rom.
und rom ist unsere website.
worüber wir heute reden.
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Social Media Week '16
Wichtig is' AUF'ER website
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Analy3cs ist die Basis für Verbesserung
unserer Website und die Erfolgsmessung
unserer Kampagnen.
Wir müssen auf die richHgen Kennzahlen
achten, um im Überangebot an Metriken
nicht unterzugehen.
Online ist niemals fer3g:
testen, testen, testen!
Die Basis: Web Analyse.
Social Media Week '16
Wichtig is' AUF'ER website
5
Web-Analyse bildet nur die unterste Ebene des
Erfolgs einzelner Maßnahmen ab – Kanalbruch z.
B. bedingt, dass die Werbemaßnahme und die
Zielerreichung einander nicht zugeordnet werden
können.
Gelöschte Cookies heben z. B. auch die
Zuordnungsmöglichkeiten für das Tracking auf.
Was es zu bedenken gilt.
Social Media Week '16
Wichtig is' AUF'ER website
6
Die Wege des Users
scheinen unergründlich
die wege zur Website.
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Warum Kampagnen-tracking?
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Hilfreich: Die Zulieferer kennen.
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ABER: CV-Tracking facebook.
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Der Use Case.
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Kampagnen-Parameter machen Quellen, Werbemi=el
oder Angebote miteinander vergleichbar.
In Reports kann das Verhalten der Besucher aus
verschiedenen Kampagnen aggregiert betrachtet und
verglichen werden: z. B. nach Besuchsdauer, Summe der
Transak3onen oder Umsatz.
Kampagnen-tracking.
Social Media Week '16
Wichtig is' AUF'ER website
20
Zum nachkochen für zu hause:
Social media in Web-analytics abbilden.
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Kampagnen-Tracking
Tipps & Tricks
Keep it simple.
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