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Digital metrics

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Digital metrics

  1. 1. Digital Marketing Guide Learning DIGITAL METRICS
  2. 2. Define Your Digital Metrics Measure your digital goals Activation Retention Acquisition
  3. 3. Activation What Users Do on First Time
  4. 4. Measurement based on : • 10 – 30 seconds • 2-3 page views • 3 – 5 clicks • 1 key feature usage Marketing Channels : • Affiliates • App & Widgets • Business Development • Blogs • Campaigns, Contests • Direct, telephone, TV • Domains • Email • Lowest cost • SEM (Search Engine Marketing) • SEO (Search Engine Optimization) • Social Media & Social Networks • PR Domain.com
  5. 5. • Click button in landing page • Register / sign up • Recommend to friends • Low bounce rate Activation Goals
  6. 6. • Pages per visit • Time on site • Conversions Key Metrics To Track
  7. 7. • Google Website Optimizer (A/B & Multivariate Testing) http://google.com/websiteoptimizer • Crazy Egg (Visual Click Mapping) http://crazyegg.com Activation Tools
  8. 8. Retention How Users Come Back
  9. 9. Cohort Analysis : • Distribution of visits over time • Rate of decay • Effective customer lifecycle Retention Methods : • Automated Emails Track open rate / CTR / Quantity • RSS / News Feeds Track viewed / CTR / Quantity • Widgets / Embeds Track Impressions / CTR / Quantity Domain.com
  10. 10. • 1 – 3 visits per month • 20% open rate / 2% CTR • Long customer life cycle Retention Goals
  11. 11. • Sources • Quantity • Conversions • Visitor Loyalty • Session Length Key Metrics To Track
  12. 12. • Google Website Optimizer (A/B & Multivariate Testing) http://google.com/websiteoptimizer • Crazy Egg (Visual Click Mapping) http://crazyegg.com Retention Tools
  13. 13. Acquisition How To Engage Users
  14. 14. Measurement based on : • Best performing (%) • Largest volume (#) • Lowest cost ($) Acquisition Methods Marketing Channels : • Affiliates • App & Widgets • Business Development • Blogs • Campaigns, Contests • Direct, telephone, TV • Domains • Email • Lowest cost • SEM (Search Engine Marketing) • SEO (Search Engine Optimization) • Social Media & Social Networks • PR Domain.com
  15. 15. Acquisition Keyword Vocabulary Things to analyze : • Sources • Volume • Cost • Conversion Top 10 – 100 words : • Your products • Customer needs • Competitor’s products • Misspellings
  16. 16. Acquisition Key Metrics to Track Source Google AdWords • Quantity (#) • Cost ($) • Conversions (%)
  17. 17. Acquisition Acquisition Tools • Google Analytics http://google.com/analytics • Google Keyword Tool http://adwords.google.com/select/KeywordToolExternal • SEO Book Tools http://tools.seobook.com
  18. 18. What’s Your Message?DIGITAL METRICS @annisapufa http://annisapurbandari.com

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