escherman              PR. Analytics. SEO.Using Google Analytics to Measure the Direct     and Indirect Value of Social Me...
Google Analytics   http://bit.ly/XP46Je
Why GA?Ubiquity86pc of UK businesses have installed GA(E-Consultancy survey 2011)It’s free!A way to prove the direct and i...
A typical scenario…Social buried in here…
A typical HIPPO reaction…                         “Search and PPC                      campaigns deliver more             ...
A different picture          GOALS (No goals, no insights)ANY event that occurs on a website can be a goal HINT: pick goal...
ocial media’s riage problem:ving attribution
Google Analytics provides a way of  seeing the direct and indirectcontribution made by any channel      against a specific...
Social = assistive medium   Attribution analysis often shows the indirect            contribution of social media         ...
Don’t forget…
Old vs new metrics  Old: We’ve got 10,000 Twitter followers. Wow!New: our social media activity directly and indirectlycon...
SummaryGoogle Analytics provides an inexpensive wayto understand what channels contribute realvalueSocial media is typical...
http://amzn.to/Po0EWa
Using google analytics to measure social media   andrew bruce smith - measure13
Using google analytics to measure social media   andrew bruce smith - measure13
Using google analytics to measure social media   andrew bruce smith - measure13
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Using google analytics to measure social media andrew bruce smith - measure13

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Using google analytics to measure social media andrew bruce smith - measure13

  1. 1. escherman PR. Analytics. SEO.Using Google Analytics to Measure the Direct and Indirect Value of Social Media Andrew Smith Managing Director
  2. 2. Google Analytics http://bit.ly/XP46Je
  3. 3. Why GA?Ubiquity86pc of UK businesses have installed GA(E-Consultancy survey 2011)It’s free!A way to prove the direct and indirect value of socialmediaKey WIN areas: goals and attribution analysis
  4. 4. A typical scenario…Social buried in here…
  5. 5. A typical HIPPO reaction… “Search and PPC campaigns deliver more traffic. We’ll put more money into these channels and reduce spend on social media!”
  6. 6. A different picture GOALS (No goals, no insights)ANY event that occurs on a website can be a goal HINT: pick goals that correlate with business and social media goals. Give those goals values. ATTRIBUTION ANALYSIS GA allows you to understand the most valuableinteraction patterns that result in things you want to happen
  7. 7. ocial media’s riage problem:ving attribution
  8. 8. Google Analytics provides a way of seeing the direct and indirectcontribution made by any channel against a specific goal
  9. 9. Social = assistive medium Attribution analysis often shows the indirect contribution of social media (ie assistive medium)Example: E-commerce site discovered social trafficwas vital first step in multi-stage interaction pattern. Based on traffic alone, they were thinking of drastically reducing investment
  10. 10. Don’t forget…
  11. 11. Old vs new metrics Old: We’ve got 10,000 Twitter followers. Wow!New: our social media activity directly and indirectlycontributed to a 35pc increase in sales, resulting in an ROI of 5:1
  12. 12. SummaryGoogle Analytics provides an inexpensive wayto understand what channels contribute realvalueSocial media is typically an assistive medium;without attribution analysis, it is very oftenundervalued
  13. 13. http://amzn.to/Po0EWa

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