This document provides resources and information for measurement, analytics, and optimizing digital marketing performance. It includes links to blogs and experts in the field, defines key performance indicators (KPIs) and how to make them SMART, and describes common metrics and ways to segment data in Google Analytics including by referrer, visitor type, engagement, and location. Funnel and goal setup, custom alerts, and tools for gathering customer feedback are also covered at a high level.

1. Measurement & Analytics

2. Resourceshttp://analytics.blogspot.com/http://www.smartinsights.com/strategy/digital-marketing-strategy/http://www.kaushik.net/avinash/ (google evangelist)http://www.advanced-web-metrics.com/blog/http://twitter.com/#!/briancliftonhttp://twitter.com/#!/davechaffeyhttp://www.roirevolution.com/blog/http://online-behavior.com/http://online-behavior.com/

3. UsingRACEforDigitalMarketing Optimisationhttp://www.smartinsights.com

5. SMART KPIsSMART stands for goals or KPIs that are:Specific. Is the objective applied to measure real-world problems an opportunities and drive performance?

6. Measurable. Can a quantitative or qualitative attribute be used as a measure?

7. Actionable. Can the information be used to improve performance? If the objective doesn’t change behaviour in staff to help them improve performance, there is little point in it!

8. Relevant. Can the information be applied to the specific problem faced by organisations?

9. Time-related. Does the goal cover a period like month, quarter or year?Major/Minor TermsSmartinsights.com/about/

10. Online Marketing Key Performance Indicators

11. MeasurementKey Performance IndicatorsMeasures that help you understand how you are doing against your objectives.highlight success, or failures, for the objectives you have created for your organizationBusiness Objectives:Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs

12. Typical TrackableKPIsIncrease Rate & Value of ConversionsIncrease Average order size (ecommerce apps)Increase Customer Lifetime ValueIncrease Average Revenue Per UserReduce Cost per Lead & Cost per SaleReduce Core Bounce ratesIncrease Frequency and Return ratesIncrease Recency RatesReduce Abandonment rates

13. MetricsTraffic Related Statistics# Page Views, Visits, Unique VisitorsChannel Statistics Decomposition of Organic, Paid, Email, Direct etc..Social Stats# of Twitter, FB, Blog, LinkedIn followers/comments# of 3rd Party Links Partners, Referrals, Promotions, Affiliates # of Newsletter signups# of Site Specific Downloads Webinar Views, Articles, Whitepapers, podcasts

14. Simple KPI Framework

15. www.smartinsights.comwww.davechaffey.com/Spreadsheets

16. Ways to Monitor Site Performance

17. Acquisition StrategyHow good is the acquisition strategy? Traffic Sources Report.Around 40% to 50% Search is normal20% or so Direct Traffic.20% to 30% Referring Sites10% Campaigns

18. Check Visitor Loyalty & Recency

19. Recency

20. Length of Visit

21. Landing Page PerformanceLanding Page Performance

22. Google Analytics

23. Add GA Code

24. Tracking Txns

25. Custom AlertsTip: Use Custom Alerts in your system

26. Segmenting your audience by setting up advanced segments

27. SegmentationKey referring segments:

28. Search

29. Paid vs Natural

30. Branded vs non-branded

31. Email marketing

32. Affiliates

33. Social media

34. Don’t forget:

35. New vs returning/customer non-customer

36. First and last referrer. Use attribution scripts:http://www.google.com/support/forum/p/Google+Analytics/thread?tid=0e672a6afb56558c&hl=en

37. Segmenting Search

38. Other Segmentation OptionsSee 5. Segmentation by Landing Page Type6. Segmentation by Event: Conversion goal types and E-commerce 7. Segmentation by Platform (less important)Browser

39. Screen resolution

40. Mobile platforms8. Segmentation by Location Main markets

41. UK

42. US

43. FIGS

44. ROW1. Segmentation by Referrer / Traffic source:Paid

45. Natural

46. Paid and natural brand and non-brand

47. By number of keywords – 2,3,4

48. Social media 2. Segmentation by Visitor TypeNew visitor

49. Returning visitor

50. Registered visitor

51. Customer3. Segmentation by Engagement5 pages,

52. <3 pages4. Segmentation by Content Viewed Key landing page

53. Product page

54. Checkout complete

55. Folders for large organisation+ By behaviour – search and browsehttp://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/

56. Modifying profile setup within “Google Analytics Settings”Customisation technique 5Goals and funnels

57. Filter example

58. 20 goals in GA so group them!

59. Setting up conversion goalsRemember to

60. Setup multiple conversion goals

61. Attach notional value to each

62. Can then assess $Index value by referrer and content

63. Ecommerce sites have specific product value attached so generally best not to add value to non-sales goalConversion funnelsThese can be setup for each conversion goal

64. Example: Email sign-up, Landing page, checkout

65. Consider higher level funnels – or use conversion goals for theseSimple funnel setup and what NOT to do Gotchas 1. The match type also applies to the funnel care with exact match Gotchas 2. Not actually the URL start with /<page>Gotchas 3. Including a trailing slash /Gotchas 4. Missing/wrongly assigning goal valueGotchas 5. Required step may exclude some behaviour e.g. entry deeper into funnelhttp://www.lunametrics.com/blog/2008/06/25/funnel-problems-google-analytics/NB – Segmenting funnel: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics/

66. Segment your funnels!Source: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics

67. Voice of Customer

68. Use Feedback tools for…“Why” not “What”http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/

69. http://www.4qsurvey.com/“Bad web site. Difficult to find item as no search box provided for short cut” “I can't find any prices on your website” “Would like to see where I can buy products from” .

70. Voice of the customer

71. Gaining site and business innovation ideas through Uservoice

72. Toolshttp://analyticsvisualizations.appspot.com/juicekit/AnalyticsVisualization.htmlwww.wordle.netwww.iperceptions.comwww.kamplyle.comwww.getsatisfaction.comwww.uservoice.comwww.polldaddy.comwww.surveymonkey.com