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Every step you take... We'll be watching you
The document discusses measuring campaign performance in recruitment and the importance of web analytics for assessing online engagement. It highlights key metrics for evaluating performance, such as quality applications and bounce rates, and emphasizes the value of tools like Google Analytics for tracking website traffic and user behavior. Additionally, it outlines strategies for optimizing digital recruitment efforts and improving engagement with potential candidates.
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Every step you take... We'll be watching you
- 1. Every step youtake… We’ll be watching you. www.workcomms.com
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- 3. Se s si o n 1 Measuring Campaign Performance
- 4. Anna Steele Media Solutions& Insights Director Work Communications
- 5. How do publishersmeasure themselves? SIZE Visitor numbers Register users Jobs Carried Applications’ (“Quality Applications”)
- 7. Visitor figures butno mention of bounce rate CandidateS always directed back to site Registration required to apply for jobs Inflated figures: High numbers doesn’t always mean engaged audience Applications are really clicks on Apply buttons Jobs carried boosted by free trials
- 8. How should wemeasure publishers? Performance Quality applications = offers or talent pooling
- 9. Complete Campaign Performance Much morethan applications from source Front-end performance Reach and frequency Impact and engagement Publisher Assists
- 10. Why should wemeasure campaigns? ACCOUNTABILITY And refinement Media Agency Resourcing Manager
- 12. Core Metrics Metrics from viewto hire Impressions Clicks Applications (including specifics) Offers / Hires CPC / CPA / CPH Reach & Frequency Creative rotations
- 13. Putting ‘Big Data’to good use Complete Campaign Performance Analysis & Reporting Media Benchmarking (CPA / CPH) Response modelling
- 14. Citi Annual graduate campaigndidn’t struggle for apps Situation Solution & Results reduction in volume required without impacting quality Gradual decrease in volume of applications Programmes closed much early than previous years
- 16. Putting ‘Big Data’to good use Contingency/ top-up planning Response modelling Improved media negotiation
- 17. Royal Mail Graduates Operationsprogramme shortfall every year Situation Competitive time window for recruiting graduates Focussed on improving the ratio of women Ongoing optimisation of the campaign Solution & Results Weekly reporting on Operations applications Top up schedule designed based on live results and ready for deployment immediately
- 18. Web Banners THIS WILLBE THE MAKING OF US THERE’S SO MUCH I CAN ACHIEVE HERE Operations graduate Graduate Campaign | Graduates 2012/13
- 19. Putting ‘Big Data’to good use Creative testing Sharing inventory (rotate by day, week, time) Reducing future media budgets
- 20. Boots Annual MediaStrategy Devolved media budgets owned by the line Situation Independent activity targeted same audiences Year after year activity planned in a vacuum
- 21. 3 month trialcampaigns which were tracked UDP enabled accurate business reporting campaigns mapped according to requirements Solution & Results Inventory negotiated according to success and volume Creative executions rotated between areas of the business Reduction of 45% on annual media spend
- 23. Campaign Tracking Careers site Applycomplete Web Banners Job board Graduate Campaign | Graduates 2012/13 Database
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- 25. Se s si o n 2 Informed decisions Ge t t i n g to k n ow yo u r d i g i ta l a u d i e n c e w i t h we b a na ly t i c s
- 26. Scott McGougan Digital Director WorkCommunications
- 27. Your talent shopwindow Your careers website is your shop window to the world – why wouldn’t you want to monitor what’s selling your business?
- 28. The importance ofyour careers section and measuring it... You can’t improve what you don’t measure
- 29. What is WebAnalytics? In its most basic form it is simply monitoring the traffic on your website. who your visitors are, where they came from, which sites pointed them to you, what they did on your site, how long they stayed and where they left your site. It can’t show WHY a user does something.
- 30. Why use it? 1 Quantitatively evaluateyour web content and it’s quality 2 Comparative analysis: measure website trends 3 Validate or disprove assumptions 4 5 Demonstrate how your website meets established business goals and users’ needs Enable stakeholders and content owners to measure the success of their own content
- 31. Why use it? What’s youRcareers site for? For candidates to: Learn Self Select Apply
- 32. Before you start– get into the right mindset Key stats you might want to look at: 2 ways to look at stats – top-down or bottom up. Both relevant – but top-down is easier. Visits & Visitors Referrals & Keywords Engagement (time on site) and Bounce rate Content Goals – measuring specific actions
- 33. What tools areavailable? Google Analytics is the world’s most widely used tracking tool. Used on around 55% of the 10,000 most popular sites globally Over 10 million sites use it
- 34. Google Analytics (GA) What’sgood about GA?
- 35. Google Analytics (GA) It’sfree (!) Easy to use and implement Adwords Integration Multiple site tracking In-depth reporting Used by around 10 Million sites
- 36. Google Analytics (GA) ? Whatyou might want to consider?
- 37. Google Analytics (GA) GAhas some limitations… Works with ‘sampled’ data Data can be skewed Can be blocked Data owned by Google – only retained for 24 months
- 38. Entering Analytics… You willneed: Don’t be afraid – you can’t break it! Login at http://www .google.com/analytics/ Your admin password for your Google account or You will need to provide a Google (gmail) address to your site manager/supplier so that they you can share the GA stats with you.
- 39. Key stats youmight want to look at: Visits & Visitors Bounce Rate & Engagement Referrals & Keywords Content Goals – measuring specific actions
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- 41. Terminology Visits Unique visitors Page views Pages/visit Visitduration Bounce rate
- 42. How many peopleare looking at your site?
- 43. A more detailedview of your audience Demographics Interests Geo Behavior Technology Mobile
- 44. How often arepeople coming back your site?
- 45. How long areusers staying on your site?
- 46. Where is youraudience coming from?
- 47. What keywords aredriving traffic to your site?
- 48. If you useSocial Media?
- 49. What’s the mostpopular content?
- 50. What’s not sopopular?
- 51. Setting Goals Goals area way to measure how well your site fulfils your target objectives. You can set up individual Goals to track discrete actions such as clicks on a certain page from other pages – or even the amount of time spent on a particular screen.
- 52. Goal types Destination* A specificlocation loads e.g. Thank you for registering! Duration Visits that lasts a specific amount of time or longer 10 minutes or longer spent on a support site Pages/Screens per visit A visitor views a specific number of pages or screens 5 pages or screens have been loaded Event An action defined as an Event is triggered Social recommendation, video play, ad click
- 53. Think strategically aboutyour site Assign Automate Analyse Optimise
- 54. Conclusion Web analytics giveyou a picture of how users are interacting with your brand online. They can show you where you can improve engagement with your candidates. If you haven’t already got Google Analytics installed – why not?? If you have what’s stopping you?
- 55. Any Questions? For supportwith Google Analytics visit: http://bit.ly/1l0DHUk – or just call email/call me anytime: scott.mcgougan@workcomms.com 0161 927 4437