Digital Marketing Analytics talk given at Southern New Hampshire University
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Talk about digital marketing given at SNHU. It was much better when I discussed it in person - the slides don't do it justice. Discussed Twitter, Facebook, Google Adwords, LinkedIn, Hubspot, Radian6, and other tools. Not to mention a slew of cat photos and dogshaming. Really, something for everyone.
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Digital Marketing Analytics talk given at Southern New Hampshire University
- 1. PNC Bank COM-310-03528 Social Media February 11, 2013 Jon Boroshok
- 2. PNC Bank Today’s Agenda Introduction Me You Why Analytics? Goals Tools Potential Pitfalls/Flaws Reputation Management
- 3. What’s wedü? Staff of 25 full-time employees Operating offices in New York City and New Hampshire Unique agency structure with full line of services Integration of technology to fully realize cross-platform benefits of traditional, new media and digital environments. Five distinctly qualified yet interdependent operating divisions: • Interactive Media • Digital Strategy and PR/Social Media • Advertising, Marketing, and Creative Strategy • Experiential Marketing • Print Communications Copyright 2010 wedü,inc. PNC Bank Creative Group Print Group Public Relations Group Experiential Group Interactive Group
- 4. Who am I? Depends where you look… LinkedIn: Passionate, self-motivated sales professional with a history of success in diverse fields. Extremely fast learner who is able to build strong and lasting relationships quickly. Tremendous networker with an ability to rapidly integrate into a community. Licensed CPA with heavy sales experience. Employment experience with multiple Fortune 500 companies. Specialties: Sports, accounting, sales, play-by-play, analysis, sideline reporting, graphic design, problem- solving, relationship building, financial analysis, growth of business. Twitter: father, husband, advertising & marketing guy, game show champ, nut case, cpa, writer, idea cultivator (@weduinc), trivia king, sports broadcaster, NH resident. Facebook… “it’s complicated” Copyright 2010 wedü,inc. PNC Bank
- 5. Why Analytics? • Resource allocation • Cost/benefit analysis • Content analysis • Proper time to post content • What’s the impact? • How are people finding me? • Does it even make sense for me to be in this space? Copyright 2010 wedü,inc. PNC Bank
- 6. Goals Copyright 2010 wedü,inc. PNC Bank
- 7. Goals, for real • Vary depending on the campaign and the company • Doesn’t make sense to talk metrics without knowing goals • Examples: • Likes • Engagement • Traffic to Site • ROI Copyright 2010 wedü,inc. PNC Bank
- 8. Measuring the Impact • Anecdotally • Correlation • Multivariate Testing • Linking and Tagging • Integrated • Direct Commerce (Conversions) Copyright 2010 wedü,inc. PNC Bank
- 9. Tools We Use • Facebook Insights • Short URLs • Google Analytics / Webmaster Tools / Adwords • Hubspot • Radian6 • Other stats packages • Email reporting Copyright 2010 wedü,inc. PNC Bank
- 10. Gratuitous Cat Picture Copyright 2010 wedü,inc. PNC Bank
- 11. Facebook Insights Copyright 2010 wedü,inc. PNC Bank
- 12. Facebook Insights Copyright 2010 wedü,inc. PNC Bank
- 13. Facebook Insights Copyright 2010 wedü,inc. PNC Bank
- 14. Facebook Insights Copyright 2010 wedü,inc. PNC Bank
- 15. Facebook Insights Copyright 2010 wedü,inc. PNC Bank
- 16. Dogshaming Copyright 2010 wedü,inc. PNC Bank
- 17. Short URLs Copyright 2010 wedü,inc. PNC Bank
- 18. Short URLs Copyright 2010 wedü,inc. PNC Bank
- 19. Baseball Blooper Copyright 2010 wedü,inc. PNC Bank
- 20. Google Analytics Copyright 2010 wedü,inc. PNC Bank
- 21. Google Analytics Copyright 2010 wedü,inc. PNC Bank
- 22. Google Analytics Copyright 2010 wedü,inc. PNC Bank
- 23. Google Analytics (Seriously?) Copyright 2010 wedü,inc. PNC Bank
- 24. Google Analytics Copyright 2010 wedü,inc. PNC Bank
- 25. Google Analytics Copyright 2010 wedü,inc. PNC Bank
- 26. Google Analytics Copyright 2010 wedü,inc. PNC Bank
- 27. Google Analytics Copyright 2010 wedü,inc. PNC Bank
- 28. Premature Fumbleitis Copyright 2010 wedü,inc. PNC Bank
- 29. Hubspot Copyright 2010 wedü,inc. PNC Bank
- 30. Radian6 Copyright 2010 wedü,inc. PNC Bank
- 31. Other Stats Packages • Unique Visitors • Popular Pages • Referral Sources • Time on Site • Bounce Rate • Conversions (Google Adwords) Copyright 2010 wedü,inc. PNC Bank
- 32. Email Marketing • Open Rate (Uniques vs. Total) • Click Rate • Click/Open Rate • Most Popular Clicks • A/B Testing • Segmentation • Appropriate Time/Date to Send • Tools to Use? Copyright 2010 wedü,inc. PNC Bank
- 33. Reputation Management • What is it? • Why is it important? • How can you keep an eye on it? Copyright 2010 wedü,inc. PNC Bank
- 34. Reputation Management • Social Channels • HootSuite • Google Alerts • Google Copyright 2010 wedü,inc. PNC Bank
- 35. Copyright 2010 wedü,inc. PNC Bank
Editor's Notes
- 2:30
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
- Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.