Guest lecture for USC Marshall School of Business MKT 556 Internet Marketing on 10/12/2010

1. Web Analytics BasicsforMarketing Plans MKT 556 – Internet Marketing/Hank Wasiak October 12, 2010 Dana Chinn

2. Media that can be measured Site metrics Social media metrics Slides: www.slideshare.net/danachinn Twitter: @danachinn

3. Evaluating a marketing planstarts with setting goals, objectives 3 Start here not here

4. 4 Newspapers Magazines Radio TV Direct mail Yellow Pages Outdoor Measure these… Publishers with display advertising

5. …and these… 5 * Company site E-mail Video Buy ads on social media, too! *A “starting point” – doesn’t include search, lead generation, international, others. Ted Kawaja in paidContent.org, 9/28/10

6. …and don’t forget about… 6 WAP, or mobile web sites Geolocation Quick Response codes Apps for each smartphone, carrier Apps for tablets

7. Return On Objective:What can you measure, optimize? 7 The actions people take Are the targeted audiences aware? Did they come? From where? How many? Why? What did they do? Did they come back? Were they “engaged?” Company site And whether those actions were due to external events or your actions E-mail Video

8. Is this site successful? 8 Our site has 5,000 monthly unique visitors. Last Tuesday our site got 20,000 page views. The average time spent on our site last week was 24 minutes.

9. Success is defined by the type, number of desired actions taken 9 e.g., rate, e-mail, comment Saadkamal.com E-commerce actions Content actions

10. Site metrics 10 1. Behavioral research What people did when they came to your site, as captured by an action taken on a keyboard or mouse 2. Attitudinal research What people say they did what they think and why as captured by surveys, focus groups, social media, usability studies

11. Social media metrics Not only are the technologies new, but the metrics are as well. -Online Media and Marketing Association Metrics and Measurement program, June 2009 1. Influencers 2. Content, context, sentiment 3. Calls to action answered 11

13. External dataUsed by agencies to compare sites

14. comScoreNielsenCompeteetc.

15. Interactive Advertising Bureau12 Sources for site metrics Census data100% of all visitors, visits, page views for all sections Internal dataConfidential OmnitureGoogle AnalyticsWebTrendsetc. Web Analytics Association

16. Key Performance Indicator #1: Visits 13 A visit is counted every time someone comes to a site An increase in visits? Always good. A decrease in visits? Always bad. These metrics are useful when put in ratios with visits, other metrics -- Unique visitors -- Page views

17. A unique visitor is really a unique computer. Unique visitors are either over-counted… 14

18. …or under-counted.You don’t know when or by how much.* 15 ? library * It doesn’t matter anyway….better to measure outcomes (did people do what you wanted?) than the number of people who came to your site.

19. An increase in page views can be good - or bad.* 16 Bad design, navigation, site architecture? Lots of page views, annoyed users A redesign improved usability? Fewer page views, happier users Content that should be there but isn’t? Lots of page views, annoyed users Dynamic content? Fewer page views, happier users (probably) ? * It doesn’t matter anyway….better to measure outcomes (did people do what you wanted?) than the number of pages people went to when they came to your site.

20. An increase in average time spent on site can be good - or bad.* 17 Bad design, navigation, site architecture? Lots of time spent, annoyed users A redesign improved usability? Less time spent, happier users ? * It doesn’t matter anyway….better to measure outcomes (did people do what you wanted?) than how much time people spent on your site.

21. Systems only measure the time spentin between pages on a site, so… 18 The time spent of a user who goes only to one page is NOT included in the time spent calculation. ? 1 minute The time spent on the last pageof a site isn’t counted at all. 10 minutes Time spent = 1 minute Site X

22. Generally, is your site engaging visitors? 19 Key Performance Indicator #2 Visits per unique visitor Key Performance Indicator #3 Page views per visit

23. 20 Are you attracting new audiences? Key Performance Indicator #4 Visits from new visitors vs. Visits from returning visitors

24. When audiences - new and returning - come, are they staying? 21 Key Performance Indicator #5 Bounce rate percent of the page where most visits start A bounce: a visit with only one page view

25. 22 Northwest Cyberton A name that stakeholders identify with Non-stakeholders Overall site data consists of traffic from everyone Southern Cyberton Eastern Cyberton

26. How much site traffic is from Cyberton? 23 Non-stakeholders 5 NW Cyberton 50 E. Cyberton 25 S. Cyberton 25

27. Success is defined by goals, priorities – not totals 24 NW Cyberton E. Cyberton S. Cyberton Total Site 50 25 25 100 Universe 200 50 325 75 67% Penetration 13% 50% 31%

28. Social media metrics – focus on influencers 25 Usually not you Do you know who they are? Are they following you? Are they interacting with you?

29. Social media: a constant stream of calls to action ...the true value of a network is measured by the frequency of engagement of the participants. -- Interactive Advertising Bureau Social Media Ad Metrics Definitions, May 2009 Brands earn the trust and loyalty of their customers by listening and responding. --”The Maturation of Social Media ROI,” by Brian Solis, Mashable, Jan. 26, 2010 26

30. “Engagement” differs by type of social media channel Sharing Networking News Bookmarking Reviews -- “Five essentials for social media marketing,” by Lisa Wehr, CEO/Oneupweb, iMedia Connection, July 17, 2009 27

31. Success in social media defined by… 28 Number of people in the network The “right” people” The amount of engagement, activity

32. Analyze your follower profilesto assess their likelihood of engagement Do your followers identify with your keywords? 29

33. Followers Look for influencers Review reach, churn, following/follower ratio 30

34. The Facebook ad application only gives you people on Facebook who filled out the form. You don’t know how many: didn’t give details or updated their status or told the truth or aren’t in Facebook or... 31 Understand the limitations of your data sources

35. What info do you need from site registration, donation forms, offline events? 32 -- Name -- E-mail -- Zip code -- Stakeholder type as granular, specific as needed based on your priorities Example: Not just “Parent” but also year-of-birth of children enrolled in Philadelphia public schools

36. Analyze content Review hashtags, keywords, sentiment, problems, conversations that connect people 33

37. RT/via @handle + call to action/comment + link + #hashtag “Perfect” tweets are less than 120 characters Watch handle, hashtag sizes 100 characters 111 characters Lost the link 34

38. “When a burst of tweets citing a particular subject or URL emerges, it’s a signaling event.” --RishabGhosh, co-founder of Topsy, a search engine for tweets, in “Live in the Moment,” by Clive Thompson, Wired magazine, October 2009 35 Is your company part of the conversationin real-time web signaling events?

39. What should your marketing plan include? 36 Clearly defined goals/objectives, audiences Company Program or campaign Site Social media Metrics that measure actions Company site Baselines, goals Where did you start? Where do you want to go? E-mail Saadkmal.com Video

40. Dana Chinn Lecturer USC Annenberg School for Communications & Journalism 213-821-6259 chinn@usc.edu http://www.newsnumbers.com http://www.slideshare.net/danachinn 37 Spring 2011 Summer 2011 News Fellowship Program Drew Prickett, Kevin Dugan Marshall MBA class of 2010 2010 AMV News Fellows