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analytics and measurement MBA Program, Advertising & Marketing Course: Digital Marketing and Social Media DvirReznikdvirreznik.com@dvirreznik
Star trek & analytics (video)
Agenda Analytics Metrics Lifecycle Process Everything can be measured The world of (Google) Web Analytics Definitions – SEM and SEO Google Analytics, hands on (demo) Goals, A/B Testing, Funnel, In-page analytics Social Marketing Analytics Google AdWords – Tips for 1st time users
Recommended reading/rss-ing Google Analytics Blog: http://analytics.blogspot.com AvinashKaushik: http://www.kaushik.net/avinash/ Jeremiah Owyang: http://www.web-strategist.com/blog/ CMO.com: http://www.cmo.com/blogs/web-analytics GA Youtube channel: http://www.youtube.com/googleanalytics Books/PDFs Web Analytics – An Hour A Day – AvinashKaushik Web Analytics 2.0 – AvinashKaushik Advanced Web Metrics with GA – Brian Clifton Gartner: Key Challenges in Web Analytics – Bill Gassman Altimeter Group: Social Marketing Analytics Forrester: Appraising Investments in Enterprise Analytics
Everything (can) should be measured
Are you using a web analytics tool?
Web analytics ,[object Object]
Google Analytics was introduced Nov 2005. A week after launch Google froze new registrations due to overwhelming demand
Today, GA can be found at almost 60% of the 10,000 most popular websites (WW), and 80% of the 100,000 most popular websitesDisadvantages of using a cloud-based web analytics ,[object Object]
Not all cellphones support JS in their mobile browsers
A user can either block or delete the cookie
Privacy issue,[object Object]
SEM – terms and definitions
Google analytics – hands on (demo)
Advanced metrics +20% sign ups
+250% opt-in rate
+5% download rate  (A/B/C testing)
Funnel, goals
In-page analytics, advanced segments and filters (video)
Social marketing analytics
Social Marketing Analytics is the discipline that helps companies measure, assess and explain the performance of social media initiatives in the context of specific business objectives. There is currently no single vendor that can effectively measure all aspects of social media. Source: Social Marketing Analytics report, The Altimeter Group, April 2010
Social marketing analytics
Google adwords

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