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Ramon RayEditor & Technology EvangelistSmallbiztechnology.com<br />1<br />

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What Is Analytics<br />Analyzing Information<br />Measuring<br />Turning Data Into Actionable Information<br />2<br />

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Analytic Benefits<br />Fine Tuning<br />Changing Direction<br />Improving the Good<br />Stopping the Bad<br />3<br />

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What Are Your Goals<br />More Web Site Traffic<br />More Facebook Likes<br />More Twitter Followers<br />More Email Followers<br />4<br />

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What Are Your Real Goals<br />More Media Mentions<br />More Sales Leads<br />More Customer Comments<br />Less Complaints<br />Less Phone Calls<br />5<br />

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What Can Analytics Tell You?<br />Is my advertising working?<br />What medium is most desired by my customers?<br />What time of the day is best?<br />Images? Video? Text? White Papers?<br />What products do my customers want?<br />What products don’t my customers want?<br />6<br />

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Listen Carefully To Your Data<br />Are Analytics YELLING NO?!<br />Succeed Fast.<br />Fail Faster.<br />7<br />

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Is Email Marketing Dead?<br />Still A Great Way To Nurture A Relationship with Customers<br />Compliments Social Media, Blogs and a great Web Site<br />8<br />

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Email Analytics<br />Emails Sent<br />Emails Bounced<br />Emails Open<br />Emails Clicked<br />9<br />

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Bounced Email<br />Non-existent email addresses<br />Find out why<br />Temporarily Undeliverable<br />Try again and measure<br />Blocked (Company, ISP)<br />Contact company and/or ISP<br />Mailbox Full<br />Hmm….ethically and discretely contact the recipient<br />Vacation (email was delivered)<br />10<br />

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Emails Opened<br />Are you segmenting your email<br />Agonize over subject lines<br />11<br />

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Email Opens<br />Subject Line was good enough to pique interest<br />High Open Rates Are Good<br />If they don’t open should you delete?<br />Want to hear Ramon’s Symantec Story?<br />Don’t stop at “opens”!<br />Did they click?<br />12<br />

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Engagement<br />Forwards<br />Social Media Shares<br />TIP: Refresh Past Email Campaign Analytics<br />13<br />

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Email Clicks<br />Clicks is deeper engagement and interest in your product, service, information, YOU!<br />Glean insight from clicks<br />14<br />

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Follow Clicks from Email To Web<br />Tag links to follow through to web site<br />Clicks are great but final action is vital<br />Neat and Powerful Tool: URL Builder<br />15<br />

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URL Builder<br />16<br />http://www.google.com/support/googleanalytics/bin/answer.py?answer=55578<br />

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Web Site Analytics<br />Who are your visitors?<br />Where are they coming from?<br />What are they viewing?<br />What do they want?<br />What content do they like best?<br />What should you offer them?<br />How are they finding you?<br />17<br />

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Web Site Analytics: Visitors<br />Visits<br />Page Views<br />Time On Site<br />Bounce Rate<br />New Visits<br />Language<br />Browser<br />Operating System<br />Browser<br />Flash<br />Java<br />18<br />

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Web Site Analytics<br />What your web site is about affects metrics interpretation<br />19<br />

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New vs. Returning Visitors<br />New visitors are great?<br />Why is no one returning?<br />Content is not compelling enough<br />Prices too high<br />Error on web site<br />Visitors are returning?<br />Why are no new visitors coming?<br />Content is so niche<br />Products are too specialized<br />20<br />

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Bounce Rate<br />Bounce Rate <br />How fast are people leaving web site?<br />Bounce Rate High <br />Blog with content on the first page?<br />Bounce Rate High<br />Web Site that is difficult to navigate<br />Language<br />21<br />Web Site Analytics<br />

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Traffic Sources<br />Direct Traffic<br />Your own actions are working!<br />Referring Web Sites<br />Advertise more<br />Provide more content<br />Search Engines<br />22<br />

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Content<br />Top content<br />Entrance Pages<br />Entrance Keywords<br />Click Patterns<br />23<br />

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Click Patterns<br />Do I need to upgrade my web site?<br />24<br />

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What Else To Measure<br />Page Not Found<br />Slow Web Sites<br />Mobile Browsers<br />Site Down (should you change your web host?)<br />25<br />

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Web Site Speed<br />26<br />

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Is Your Web Site Mobile Ready<br />Check out smallbiztechnology.com on your phone. How does it look?<br />27<br />

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Twitter Analytics<br />Most clicked content (use short links)<br />Follower Increase<br />List increase<br />Re-Tweets<br />Klout Score<br />28<br />

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Facebook Analytics<br />Likes | Unlikes | Gender | Age | Country | Interaction<br />29<br />

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Measure Video<br />30<br />

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Other Tools For Analytics<br />SlideShare (for measuring PPT views)<br />Short URLS (like Bit.ly) for measuring everything<br />Event Marketing Measurement – Eventbrite, others<br />Google Alerts<br />Plancast<br />31<br />

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Selling Online?<br />Shopping Cart Abandonment<br />Lost shoppers (should you use live chat)<br />32<br />

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NO MORE <br />GUT <br />INSTINCT<br />33<br />

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34<br />Do Analytics But AlsoTALK To Customers<br />