A presentation that explains the basics of web analytics and search engine marketing. Includes definitions of basic web analytics terms and a helpful chronology of events for the lifecycle of a web event.

1. BASIC METRICS
FOR WEB ANALYTICS AND SEM
By Gloria Buono © 2006
gloriabuono@optonline.net Ph: 917‑701‑1145

2. SEARCH ENGINE
MARKETING (SEM)
DEFINITIONS
“Search Engine Marketing (SEM)
refers to various techniques for
acquiring Web site traffic from search
engines. These may include:
• Search Engine Submission (SES)
• Search Engine Opimization (SEO)
•Pay Per Click (PPC) Advertising”
Source: Web 1 Marketing; For detailed information on SES, SEO, PPC, visit:
www/web1marketing.com/glossary.php?term=Search+Engine+Marketing
Basic Metrics for Web Gloria Buono (c) 2006 2
Analytics and SEM gloriabuono@optonline.net

3. SEM Definition from
Dr. Amanda Watlington,
iProspect
“Search Engine Marketing is the
Art and Science of increasing a web
site’s visibility across the major
search properties for a defined set of
relevant keywords and phrases.”
Basic Metrics for Web Gloria Buono (c) 2006 3
Analytics and SEM gloriabuono@optonline.net

4. MARKET CHRONOLOGY
OF ONLINE METRICS
1. Impressions (aka visits) – Gross
(duplicate visitors), net (deduped
total) and average # hits per visitor
2. Page Views – number of pages
visited on a site (gross, net,
average)
3. Average Time Spent ‑ Per visitor
and overall average time
4. Revenue and Revenue Per Order
5. Average Revenue Per Order
6. ROI (Return on Investment)
Basic Metrics for Web Gloria Buono (c) 2006 4
Analytics and SEM gloriabuono@optonline.net

5. SEM PURPOSE
• To optimize ways for internet
users to find your company’s
Web site
• To increase traffic and generate
leads
• To enable retention of a robust
database of customers and
prospects for ongoing needs
and interests analyses
Basic Metrics for Web Gloria Buono (c) 2006 5
Analytics and SEM gloriabuono@optonline.net

6. BUILDING CUSTOMERS AND
PROSPECTS BY WEB ACTIONS
• Online Purchases (e.g., click on cart)
• Lead Generation (click for info)
• Newsletter, White Paper, Blogs
(click to become a subscriber)
• Customer Service (issue resolved
online)
• Branding (clicks to enter contest,
answer trivia questions for gift card,
etc.); Branding builds web presence
and customer loyalty
Basic Metrics for Web Gloria Buono (c) 2006 6
Analytics and SEM gloriabuono@optonline.net

7. MARKET CHRONOLOGY‑ 1ST
TIME TO RETURNING BUYERS
1. 1st time purchaser
2. Conversion (2nd
purchase/visit)
3. Retention (3 or more
purchases/visits)
Basic Metrics for Web Gloria Buono (c) 2006 7
Analytics and SEM gloriabuono@optonline.net

8. RETENTION METRICS
•Recency
•Frequency
•Lifetime Value
Retention metrics can help
determine the search words that
generate the highest return visits
Basic Metrics for Web Gloria Buono (c) 2006 8
Analytics and SEM gloriabuono@optonline.net

9. SEARCH MARKETING ACTION
CHRONOLOGY
1. Internet user searches the Web
2. Clicks link from search results
3. Visits site
4. Purchases or just signs on
5. Registers with the site
6. Revisits the site
7. st nd
Makes 1 or 2 purchase
Basic Metrics for Web Gloria Buono (c) 2006 9
Analytics and SEM gloriabuono@optonline.net

10. SEM SEGMENTATION
• Method used for measuring 1st
time, conversion and retention
(renewal) is by segmenting
paid advertising from organic
• With the popularity of RSS,
new strategies are being
developed and implemented
Basic Metrics for Web Gloria Buono (c) 2006 10
Analytics and SEM gloriabuono@optonline.net

11. SEM SEGMENTS
•Organic Search Optimization
(AKA “natural”): Spiders crawl
and actions show up in search
results
•Paid Advertising: search results
include color highlighted ad
listings
Basic Metrics for Web Gloria Buono (c) 2006 11
Analytics and SEM gloriabuono@optonline.net

12. REALLY SIMPLE
SYNDICTAION
• RSS is a process created by
Netscape to help internet users
see updated headlines from
websites or pages
• Today RSS is used by big search
engines such as Ebay, etc., to
help sellers to set up feeds that
will automatically send out
summaries of the most recently
listed items in their store to
subscribing RSS feed prospects
Basic Metrics for Web Gloria Buono (c) 2006 12
Analytics and SEM gloriabuono@optonline.net

13. RSS RISK OR THREAT?
• RSS may appear to pose a
threat to the email promoter
since the RSS subscriber gets
the same information for free
• Marketers should be aware of
this trend as this can decrease
the potential to advertisers
who pay for keyword searches
Basic Metrics for Web Gloria Buono (c) 2006 13
Analytics and SEM gloriabuono@optonline.net

14. USEFUL WEB ANALYTICS
AND SEM RESOURCES
• Search Engine Marketing Organization of North
America: www.sma‑na.org
• World Wide Web Consortium: www.w3.org
• WebTrends: www.webtrends.com
• iProspect: www.iprospect.com
• Web1 Marketing: www.web1marketing.com
• Google Analytics: www.google.com/analytics
• ExactTarget: email.exacttarget.com/ETWeb/default.aspx
• History of RSS:
http://en.wikipedia.org/wiki/RSS_(file_format)#History
Basic Metrics for Web Gloria Buono (c) 2006 14
Analytics and SEM gloriabuono@optonline.net