The document provides resources and information for measurement and analytics including key performance indicators (KPIs) and goals. It discusses creating a measurement framework with objectives, goals and KPIs. It also covers tools for tracking site performance and customizing analytics like segmentation, goals, funnels and gathering customer feedback.

1. Measurement & Analytics

2. Resources http://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/#!/brianclifton http://twitter.com/#!/davechaffey http://www.roirevolution.com/blog/ http://online-behavior.com/ http://online-behavior.com/

3. SMART KPIs SMART stands for goals or KPIs that are: Specific . Is the objective applied to measure real-world problems an opportunities and drive performance? Measurable . Can a quantitative or qualitative attribute be used as a measure? 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! Relevant . Can the information be applied to the specific problem faced by organisations? Time-related . Does the goal cover a period like month, quarter or year?

4. Creating a Measurement Framework

5. Objectives Increase sales Increase Awareness of Brand and Services on Online Channels Increase Customer Retention Rates Increase Engagement levels on Online Channels Increase Customer Services Channels and Coverage Increase Customer Share Of Voice Online Raise Awareness of New Services using Social Channels Reduce Customer Acquisition Costs Reduce Customer Service Costs Increase quantity and quality of B2B Leads

6. Goals Increase Average order size Reduce cart abandonment rates Increase number of marketing qualified leads Increase % of leads to closed business Increase # of branded traffic to site Increase length of time on site areas Increase # of email subscriptions Increase # of social media likes, comments and shares

7. Typical Trackable KPIs Rate & Value of Conversions Average order size (ecommerce apps) Customer Lifetime Value Average Revenue Per User Abandonment rates Cost per Lead & Cost Per Sale Core Bounce rates Frequency and Return rates

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

9. Measurement Framwork

10. Simple Example

11. Measurement Summary Business Objectives – High level Goals Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales Goals – Deconstructed achievables to be measured Increase conversion rate, reduce cart abandonment, increase branded traffic etc Key Performance Indicators – units of measurement to tell you if meeting goals Conversion rates, abandonment rates, CPA, CPL etc.

12. Cumulative Increment Work-Through

13. www.smartinsights.com www.davechaffey.com/Spreadsheets

14. Google Analytics

15. Add GA Code

16. Tracking Txns

17. Ways to Monitor Site Performance

18. Acquisition Strategy How good is the acquisition strategy? Traffic Sources Report. Around 40% to 50% Search is normal 20% or so Direct Traffic . 20% to 30% Referring Sites 10% Campaigns

19. Check Visitor Loyalty & Recency

20. Recency

21. Length of Visit

22. Landing Page Performance Landing Page Performance

23. Custom Alerts Tip : Use Custom Alerts in your system

24. Segmenting your audience by setting up advanced segments

25. Segmentation Key referring segments: Search Paid vs Natural Branded vs non-branded Email marketing Affiliates Social media Don ’t forget: New vs returning/customer non-customer First and last referrer. Use attribution scripts: http://www.google.com/support/forum/p/Google+Analytics/thread?tid=0e672a6afb56558c&hl=en

26. Segmenting Search

27. Other Segmentation Options 1. Segmentation by Referrer / Traffic sourc e: Paid Natural Paid and natural brand and non-brand By number of keywords – 2,3,4 Social media 2. Segmentation by Visitor Type New visitor Returning visitor Registered visitor Customer 3. Segmentation by Engagement 5 pages, <3 pages 4. Segmentation by Content Viewed Key landing page Product page Checkout complete Folders for large organisation 5. Segmentation by Landing Page Type 6. Segmentation by Event : Conversion goal types and E-commerce 7. Segmentation by Platform (less important) Browser Screen resolution Mobile platforms 8. Segmentation by Location Main markets UK US FIGS ROW + By behaviour – search and browse See http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/

28. Customisation Technique: Goals and funnels

29. Filter example

30. 20 goals in GA so group them!

31. Setting up conversion goals Remember to Setup multiple conversion goals Attach notional value to each Can then assess $Index value by referrer and content Ecommerce sites have specific product value attached so generally best not to add value to non-sales goal

32. Conversion funnels These can be setup for each conversion goal Example: Email sign-up, Landing page, checkout Consider higher level funnels – or use conversion goals for these

33. Simple 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 4. Missing/wrongly assigning goal value Gotchas 5. Required step may exclude some behaviour e.g. entry deeper into funnel Gotchas 3. Including a trailing slash / http://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/

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

35. Voice of Customer

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

37. 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 ” .

38. Voice of the customer

39. Gaining site and business innovation ideas through Uservoice

40. Tools http://analyticsvisualizations.appspot.com/juicekit/AnalyticsVisualization.html www.wordle.net www.iperceptions.com www.kamplyle.com www.getsatisfaction.com www.uservoice.com www.polldaddy.com www.surveymonkey.com