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How To Measure Your Online Marketing // Kevin Mullett
  cirrusabs.com
  twitter.com/cirrusabs
  facebook.com/cirrusabs
  youtube.com/user/cirrusabs
  linkedin.com/companies/cirrus-abs
How To Measure Your Online Marketing // Kevin Mullett
              kevinmullett.com
              twitter.com/kmullett
              facebook.com/kevinmullett
              linkedin.com/in/kevinmullett
              just google “kevin mullett”
              director of product development
Analytics // facing the reality of analytics
time + knowledge
• keeping up and interpreting can be a full time job
• tool selection, configuration, & reporting is work
• someone will know more about a specific uses
• the goal is to get you thinking critically about marketing
  measurement
• always changing




                                                @kmullett // #AnalyticsFW
Analytics // hippo hunting




 hippo hunting with a bonus expert tag to fill
 • turning opinion into data
 * hippo = highest paid persons opinion

                                          @kmullett // #AnalyticsFW
Analytics // data trumps opinion


 Analytics will provide you with powerful data
   (ammo) capable of bringing down the largest
   hippos and experts when opinion starts to
   creep in to a conversation.




                                       @kmullett // #AnalyticsFW
Analytics // why analytics matter?




  what’s really working?
  •   organic search engine optimization
  •   paid search or online advertising
  •   social media channels
  •   traditional/offline methods
                                           @kmullett // #AnalyticsFW
Analytics // are we connecting the dots?




   we need to know…
   • which marketing methods, promotions, social
     channels, copy, creative, and advertising work
   • where to allocate marketing dollars based on ROI
   • where do visitors really come from and go to
      – offline and online tracking of marketing

                                                   @kmullett // #AnalyticsFW
Analytics // you can’t measure what isn’t recorded



 What if a marketing method worked, but nobody
  was recording the win? What if your marketing
  wasn’t working , but you were still spending
  money based on beliefs?




                                       @kmullett // #AnalyticsFW
Analytics // what can analytics can tell us?
is my website really performing as it should?
• works for human traffic/visitors
• hindrances to search bots/spiders
• potential performance, platform, or path issues




                                              @kmullett // #AnalyticsFW
Analytics // the different choices

 • server level statistics (by host; AW Stats, WebTrends, Urchin)
 • CMS (specific to each content management system)
 • third party (external to site services; Google Analytics, Chartbeat,
    Clicky, Woopra, crazyegg)




                                                             @kmullett // #AnalyticsFW
Analytics // plenty of others
 • aggregators (stats from multiple sources and services; postrank)
 • niche’ (measure specific services, like social networks, or metrics;
    ClickTale, Facebook Insights, Buzz-Charts, Twitalyzer)




                                                              @kmullett // #AnalyticsFW
Analytics // but the numbers don’t match




 each software developer decides what metrics should be
   included and the criteria that make them up



                                            @kmullett // #AnalyticsFW
Analytics // no good if never seen


 The best analytics package won't help if never
   reviewed, deciphered, and acted upon. Set up
   automated reports or schedule reminders.




                                       @kmullett // #AnalyticsFW
Take Action 1 // track your links




 setup a bit.ly URL shortener account
 (i know of over 30 other url-shorteners, but bit.ly is trusted & widely used)


                                                                     @kmullett // #AnalyticsFW
Take Action 2 // easy link tracking & reports




  use hootsuite to keep track automagically
  (consider paying nominal fee for additional reporting options)

                                                                   @kmullett // #AnalyticsFW
Analytics // i have a bridge to sell you


 Distribution, subscriptions, followers, likes, SERP
   position, & traffic are not direct indicators of
   actual attention, value, or ROI.




                                           @kmullett // #AnalyticsFW
Take Action 3 // track content shares




 are those sharing buttons on your site working?
 • what caused the most shares
 • did it bring any traffic back

                                         @kmullett // #AnalyticsFW
Take Action 4 // track email campaigns




 are your emails resonating, driving traffic, and leads?
 • open rates
 • click through rates
 • offer redemptions


                                             @kmullett // #AnalyticsFW
Analytics // why would Cirrus ABS care?
 Cirrus ABS needed a vehicle for proving the
 value of our process and solutions and how
 they differed from others
 • online marketing on the rise, traditional marketing declining
 • importance of search engine optimization traffic/visibility
 • visitor centric sites with paths to conversion




                                                      @kmullett // #AnalyticsFW
Take Action 5 // customizing your dashboard




 get the information you need quickly
 1.   browse to the report you want to add
 2.   select the “add to dashboard” button
 3.   select the “view dashboard” link
 4.   repeat for other reports you would like to add

                                                       @kmullett // #AnalyticsFW
Take Action 6 // create reports to share/keep
 exporting one time reports
 1. navigate to the report you want to create
 2. select the “export” drop down tab
 3. select the appropriate format
    –   PDF (vector output for quality visual reference, ease of sharing)
    –   XML (extensible markup language)
    –   CSV (comma separated value, Excel)
    –   TSV (tabbed separated value, Excel)

 4. save (different per browser)




                                                                            @kmullett // #AnalyticsFW
Take Action 7 // schedule report attention

 now let’s create an automated report
 1.   navigate to the report you want to create
      –   example: “content” » “top content”
 2.   click the “email” button
 3.   click the “schedule” tab
 4.   input emails and/or check “send to me”
 5.   fill in the remaining fields
 6.   select the desired format
 7.   select daily, weekly, monthly, quarterly
 8.   optionally select to include
       a “date comparison”
 9.   click “schedule”



                                                  @kmullett // #AnalyticsFW
Take Action 8 // start annotating key events




 a favorite feature of Google Analytics is annotation
 1.   select a date range (from the main dashboard)
 2.   click the dot that corresponds to a date of a known event
 3.   type in the annotation and save

                                                                  @kmullett // #AnalyticsFW
Take Action 9 // inbound social traffic?




  advanced segments help tell the story (regular expression)
  facebook.com|fb.me|twitter.com|t.co|tinyurl|hootsuite.com|o
     w.ly|bit.ly|ht.ly|linkedin.com|stumbleupon.com|su.pr|tum
     blr.com|slidesha.re|youtube.com|youtu.be|ning.com|daily
     booth.com|flickr.com|flic.kr

                                                      @kmullett // #AnalyticsFW
Analytics // bounce rates defined
 what is a bounce rate?
 • landed on and left from a given page (any page) on your site
 • allowed their session to timeout (GA’s session timeout is 30 minutes)
     – upon returning from eating lunch a new session would start and the
       previous one would be counted as a bounce
     – a lost internet connection may count as a new session when restored in
       some situations
 •   back button used to leave the site
 •   typed a new address into the address bar to leave
 •   closed the browser window or tab
 •   no further, currently defined, action took place
     – they might have called but unless you have a special phone number…




                                                              @kmullett // #AnalyticsFW
Analytics // why is bounce important?
 bounce as an indicator
 • possible inadequate paths to action (next steps)
    – if they make it to “contact us” do they end up on “thank you”
 • shows lost conversions or missed client acquisitions
    – does the landing page match the marketing offer & CTA
 • spotlights visit quality and page relevancy to visitors
    – wasted efforts attracting visitors for the wrong keyword phrases




                                                               @kmullett // #AnalyticsFW
Analytics // exceptions to the bounce rule

 certain sites/visits are likely to have higher bounce rates
 • blogs and news, where the visitor is looking at a specific article
 • informational searches (as opposed to navigational or transactional)
      – follow a search result for specific information
 • sites with timely information on the homepage
      – event calendars and clubs


 according to Avinash Kaushik, a respected GA’s expert, an average
 bounce rate is 40-60%. “It is really had to get a bounce rate under 20%, anything
 over 35% is cause for concern, 50% (above) is worrying.” Avinash Kaushik




                                                                            @kmullett // #AnalyticsFW
Analytics // start with goals


 Set goals before your website is created.
   Integrate those goals into your marketing
   campaigns and then measure for effectiveness.




                                       @kmullett // #AnalyticsFW
Take Action 10 // creating goals
 first time goal creation
 1. click “goals" in the left nav
 2. select “set up goals and funnels"
 3. select “add goal”
 4. name the goal “contact us”
 5. select the “url destination” radio button
 6. go to your contact us page and copy
    the url, now paste that url into the “goal url” box
 7. click “save goal”


 note: additional goals setup from “analytics settings” » “edit” » “+ add goal”



                                                                       @kmullett // #AnalyticsFW
Take Action 11 // visualizing goals




            adding a funnel to the goal
            1.   click “yes, create a funnel for this goal”
            2.   enter the first url and name it
            3.   click “add goal funnel step”
            4.   repeat step 2 and 3 until the funnel is complete


                                                  @kmullett // #AnalyticsFW
Take Action 12 // referring the most traffic
  which referring sites send you the most traffic
  1.   select a date range if desired
  2.   click “traffic sources” in left nav
  3.   click “referring sites”




                                                @kmullett // #AnalyticsFW
Take Action 13 // referring the best traffic
  which referring sites send you the best traffic
    –   review: visits, pages/visit, time on site, % new visits, and bounce rate
    –   change to “visitor type” to see new visitors to the site
    –   change to “region” to see where the visits come from
        (keeping in mind that ISP don’t always report correctly)
    –   note how the bounce rate climbs the farther away they are
        (if the site is location sensitive)
    –   If your paying for banner advertisement, or any other type of paid
        traffic...you’re looking for quality of conversion not simply traffic




                                                                   @kmullett // #AnalyticsFW
Analytics // metrics for site improvement


  use analytics to improve sites, marketing, and conversion
  •   change opinion into to data (hippo vs your users)
  •   measure media and marketing effectiveness
  •   allocate budgets to campaigns with returns or conversions
  •   testing, testing, testing… measure changes (onsite or offsite)




                                                        @kmullett // #AnalyticsFW
FREE upcoming events
              July 26th
              blogging

              facebook.com/smbftw
              @smbfw

              August 3rd
              Chamber Academy:
              Search Engine Optimization, Let’s Get Visible

              RSVP Now

                                                  @kmullett // #AnalyticsFW
We'll Help You Master Internet Marketing

  These days it’s more important than ever for you to reach new prospects,
  satisfy customers, find new efficiencies, and grow your business. The Web's
  the way to do it. We can help. Call 1.877.817.4442




                                                                @kmullett // #AnalyticsFW
How To Measure Your Online Marketing // Kevin Mullett
  cirrusabs.com
  twitter.com/cirrusabs
  facebook.com/cirrusabs
  youtube.com/user/cirrusabs
  linkedin.com/companies/cirrus-abs

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How To Measure Your Online Marketing - Fort Wayne Chamber

  • 1. How To Measure Your Online Marketing // Kevin Mullett cirrusabs.com twitter.com/cirrusabs facebook.com/cirrusabs youtube.com/user/cirrusabs linkedin.com/companies/cirrus-abs
  • 2. How To Measure Your Online Marketing // Kevin Mullett kevinmullett.com twitter.com/kmullett facebook.com/kevinmullett linkedin.com/in/kevinmullett just google “kevin mullett” director of product development
  • 3. Analytics // facing the reality of analytics time + knowledge • keeping up and interpreting can be a full time job • tool selection, configuration, & reporting is work • someone will know more about a specific uses • the goal is to get you thinking critically about marketing measurement • always changing @kmullett // #AnalyticsFW
  • 4. Analytics // hippo hunting hippo hunting with a bonus expert tag to fill • turning opinion into data * hippo = highest paid persons opinion @kmullett // #AnalyticsFW
  • 5. Analytics // data trumps opinion Analytics will provide you with powerful data (ammo) capable of bringing down the largest hippos and experts when opinion starts to creep in to a conversation. @kmullett // #AnalyticsFW
  • 6. Analytics // why analytics matter? what’s really working? • organic search engine optimization • paid search or online advertising • social media channels • traditional/offline methods @kmullett // #AnalyticsFW
  • 7. Analytics // are we connecting the dots? we need to know… • which marketing methods, promotions, social channels, copy, creative, and advertising work • where to allocate marketing dollars based on ROI • where do visitors really come from and go to – offline and online tracking of marketing @kmullett // #AnalyticsFW
  • 8. Analytics // you can’t measure what isn’t recorded What if a marketing method worked, but nobody was recording the win? What if your marketing wasn’t working , but you were still spending money based on beliefs? @kmullett // #AnalyticsFW
  • 9. Analytics // what can analytics can tell us? is my website really performing as it should? • works for human traffic/visitors • hindrances to search bots/spiders • potential performance, platform, or path issues @kmullett // #AnalyticsFW
  • 10. Analytics // the different choices • server level statistics (by host; AW Stats, WebTrends, Urchin) • CMS (specific to each content management system) • third party (external to site services; Google Analytics, Chartbeat, Clicky, Woopra, crazyegg) @kmullett // #AnalyticsFW
  • 11. Analytics // plenty of others • aggregators (stats from multiple sources and services; postrank) • niche’ (measure specific services, like social networks, or metrics; ClickTale, Facebook Insights, Buzz-Charts, Twitalyzer) @kmullett // #AnalyticsFW
  • 12. Analytics // but the numbers don’t match each software developer decides what metrics should be included and the criteria that make them up @kmullett // #AnalyticsFW
  • 13. Analytics // no good if never seen The best analytics package won't help if never reviewed, deciphered, and acted upon. Set up automated reports or schedule reminders. @kmullett // #AnalyticsFW
  • 14. Take Action 1 // track your links setup a bit.ly URL shortener account (i know of over 30 other url-shorteners, but bit.ly is trusted & widely used) @kmullett // #AnalyticsFW
  • 15. Take Action 2 // easy link tracking & reports use hootsuite to keep track automagically (consider paying nominal fee for additional reporting options) @kmullett // #AnalyticsFW
  • 16. Analytics // i have a bridge to sell you Distribution, subscriptions, followers, likes, SERP position, & traffic are not direct indicators of actual attention, value, or ROI. @kmullett // #AnalyticsFW
  • 17. Take Action 3 // track content shares are those sharing buttons on your site working? • what caused the most shares • did it bring any traffic back @kmullett // #AnalyticsFW
  • 18. Take Action 4 // track email campaigns are your emails resonating, driving traffic, and leads? • open rates • click through rates • offer redemptions @kmullett // #AnalyticsFW
  • 19. Analytics // why would Cirrus ABS care? Cirrus ABS needed a vehicle for proving the value of our process and solutions and how they differed from others • online marketing on the rise, traditional marketing declining • importance of search engine optimization traffic/visibility • visitor centric sites with paths to conversion @kmullett // #AnalyticsFW
  • 20. Take Action 5 // customizing your dashboard get the information you need quickly 1. browse to the report you want to add 2. select the “add to dashboard” button 3. select the “view dashboard” link 4. repeat for other reports you would like to add @kmullett // #AnalyticsFW
  • 21. Take Action 6 // create reports to share/keep exporting one time reports 1. navigate to the report you want to create 2. select the “export” drop down tab 3. select the appropriate format – PDF (vector output for quality visual reference, ease of sharing) – XML (extensible markup language) – CSV (comma separated value, Excel) – TSV (tabbed separated value, Excel) 4. save (different per browser) @kmullett // #AnalyticsFW
  • 22. Take Action 7 // schedule report attention now let’s create an automated report 1. navigate to the report you want to create – example: “content” » “top content” 2. click the “email” button 3. click the “schedule” tab 4. input emails and/or check “send to me” 5. fill in the remaining fields 6. select the desired format 7. select daily, weekly, monthly, quarterly 8. optionally select to include a “date comparison” 9. click “schedule” @kmullett // #AnalyticsFW
  • 23. Take Action 8 // start annotating key events a favorite feature of Google Analytics is annotation 1. select a date range (from the main dashboard) 2. click the dot that corresponds to a date of a known event 3. type in the annotation and save @kmullett // #AnalyticsFW
  • 24. Take Action 9 // inbound social traffic? advanced segments help tell the story (regular expression) facebook.com|fb.me|twitter.com|t.co|tinyurl|hootsuite.com|o w.ly|bit.ly|ht.ly|linkedin.com|stumbleupon.com|su.pr|tum blr.com|slidesha.re|youtube.com|youtu.be|ning.com|daily booth.com|flickr.com|flic.kr @kmullett // #AnalyticsFW
  • 25. Analytics // bounce rates defined what is a bounce rate? • landed on and left from a given page (any page) on your site • allowed their session to timeout (GA’s session timeout is 30 minutes) – upon returning from eating lunch a new session would start and the previous one would be counted as a bounce – a lost internet connection may count as a new session when restored in some situations • back button used to leave the site • typed a new address into the address bar to leave • closed the browser window or tab • no further, currently defined, action took place – they might have called but unless you have a special phone number… @kmullett // #AnalyticsFW
  • 26. Analytics // why is bounce important? bounce as an indicator • possible inadequate paths to action (next steps) – if they make it to “contact us” do they end up on “thank you” • shows lost conversions or missed client acquisitions – does the landing page match the marketing offer & CTA • spotlights visit quality and page relevancy to visitors – wasted efforts attracting visitors for the wrong keyword phrases @kmullett // #AnalyticsFW
  • 27. Analytics // exceptions to the bounce rule certain sites/visits are likely to have higher bounce rates • blogs and news, where the visitor is looking at a specific article • informational searches (as opposed to navigational or transactional) – follow a search result for specific information • sites with timely information on the homepage – event calendars and clubs according to Avinash Kaushik, a respected GA’s expert, an average bounce rate is 40-60%. “It is really had to get a bounce rate under 20%, anything over 35% is cause for concern, 50% (above) is worrying.” Avinash Kaushik @kmullett // #AnalyticsFW
  • 28. Analytics // start with goals Set goals before your website is created. Integrate those goals into your marketing campaigns and then measure for effectiveness. @kmullett // #AnalyticsFW
  • 29. Take Action 10 // creating goals first time goal creation 1. click “goals" in the left nav 2. select “set up goals and funnels" 3. select “add goal” 4. name the goal “contact us” 5. select the “url destination” radio button 6. go to your contact us page and copy the url, now paste that url into the “goal url” box 7. click “save goal” note: additional goals setup from “analytics settings” » “edit” » “+ add goal” @kmullett // #AnalyticsFW
  • 30. Take Action 11 // visualizing goals adding a funnel to the goal 1. click “yes, create a funnel for this goal” 2. enter the first url and name it 3. click “add goal funnel step” 4. repeat step 2 and 3 until the funnel is complete @kmullett // #AnalyticsFW
  • 31. Take Action 12 // referring the most traffic which referring sites send you the most traffic 1. select a date range if desired 2. click “traffic sources” in left nav 3. click “referring sites” @kmullett // #AnalyticsFW
  • 32. Take Action 13 // referring the best traffic which referring sites send you the best traffic – review: visits, pages/visit, time on site, % new visits, and bounce rate – change to “visitor type” to see new visitors to the site – change to “region” to see where the visits come from (keeping in mind that ISP don’t always report correctly) – note how the bounce rate climbs the farther away they are (if the site is location sensitive) – If your paying for banner advertisement, or any other type of paid traffic...you’re looking for quality of conversion not simply traffic @kmullett // #AnalyticsFW
  • 33. Analytics // metrics for site improvement use analytics to improve sites, marketing, and conversion • change opinion into to data (hippo vs your users) • measure media and marketing effectiveness • allocate budgets to campaigns with returns or conversions • testing, testing, testing… measure changes (onsite or offsite) @kmullett // #AnalyticsFW
  • 34. FREE upcoming events July 26th blogging facebook.com/smbftw @smbfw August 3rd Chamber Academy: Search Engine Optimization, Let’s Get Visible RSVP Now @kmullett // #AnalyticsFW
  • 35. We'll Help You Master Internet Marketing These days it’s more important than ever for you to reach new prospects, satisfy customers, find new efficiencies, and grow your business. The Web's the way to do it. We can help. Call 1.877.817.4442 @kmullett // #AnalyticsFW
  • 36. How To Measure Your Online Marketing // Kevin Mullett cirrusabs.com twitter.com/cirrusabs facebook.com/cirrusabs youtube.com/user/cirrusabs linkedin.com/companies/cirrus-abs

Editor's Notes

  1. How To Measure Your Online Marketing: A Lunch ‘n Learn seminar presented by Kevin Mullett (@kmullett) for The Greater Fort Wayne Chamber Of Commerce on July 20thin Fort Wayne Indiana.
  2. How To Measure Your Online Marketing: Presented by Kevin Mullett, Director of Product Development & Social Media Optimization for Cirrus ABS. Places you can find and communicate with Kevin: kevinmullett.com (blog), twitter.com/kmullett (twitter), facebook.com/kevinmullett (facebook), and on linkedin.com/in/kevinmullett (LinkedIn), among hundreds of others social media communities and networks.
  3. Analytics // facing the reality of analytics: Google Analytics is a very powerful tool, capable of so much more than we will have a chance to talk about today. We track 100’s of websites, work with 100’s of clients and I will be real honest, I don’t feel like we have scratched the surface of what Google Analytics can do let alone all the other social measurement tools available. The big question is what can it do for you? The simplistic answer is give direction on matters of marketing effectiveness.This seminar, unlike most of my others, isn’t broken down into clearly defined actions. Instead it will be filled with many step by step examples along with some explanations on how to interpret the resulting data. This is designed to get you thinking critically about the uses and possibilities of Google Analytics. What we have time to cover today is a mere drop in the bucket to be sure. Of course some of you will be more familiar than others. I will do my best to keep you awake and free of a glazed over look.
  4. Analytics // hippo hunting: I want to empower you with high value examples that will allow you to become your companies expedition lead. You will be empowered with powerful data capable of bringing down the largest hippos and experts when opinion starts to creep in to a conversation.By the way, the thought of this scares the… well it scares hippos and experts.*hippo = highest paid persons opinion
  5. Analytics // Analytics will provide you with powerful data (ammo) capable of bringing down the largest hippos and experts when opinion starts to creep in to a conversation.
  6. Analytics // why analytics matter: I mentioned we can turn opinion into data. So what is really working to bring traffic, leads, and conversion?organic search engine optimizationpaid search or online advertisingsocial media channelstraditional/offline methods
  7. Analytics // are we connecting the dots?: I mentioned we can turn opinion into data, well what are we doing with that data? We are measuring our marketing, promotion, and advertising effectiveness, both online and offline. We will stop allocating marketing budget to those areas that don’t provide ROI. Is that social media campaign bearing fruit? And we will know where visitors really come from so we can put more money into those programs. Are you being found for the right keywords? Does the email campaign generate traffic back to the sign up form and do they fill it out?
  8. Analytics // What if a marketing method worked, but nobody was recording the win? What if your marketing wasn’t working , but you were still spending money based on beliefs?
  9. Analytics // why analytics matter: what might not be workingworks for human traffic/visitorshindrances to search bots/spiderspotential performance, platform, or path issues
  10. Analytics // the different choices: There is no shortage of analytics packages on the market. To understand why we are focused on Google Analytics today we need to understand the different types of analytic solutions.Server level statistics actually run on the computer that is serving your website pages to the world. This means that the hosting company chooses which one they will use. Price is normally a factor.Content Management Systems, like the Cirrus ABS eBusiness suite, often build in their own analytics.Then there are all the third party services which can included normal analytics, hit counters, multiple service aggregators, and Niche’ measurement services. Generally speaking, these all require some type of code to be put on your site so their remote servers can measure the various metrics as they happen. Google Analytics works this way.
  11. Analytics // plenty of other options: Then there are all the third party services which can included normal analytics, hit counters, multiple service aggregators, and Niche’ measurement services. Generally speaking, these all require some type of code to be put on your site so their remote servers can measure the various metrics as they happen. Google Analytics works this way. For the social channels serices connect to there servers via API’s or intercept the info when you use their posting clients.
  12. Analytics // but the numbers don’t match: A frequently asked question is why Google Analytics, the hosting providers server analytics package, and the old Cirrus ABS CMS built in analytics numbers don’t match up. The answer is actually more simple then you might have guessed. Each software developer decides what metrics should be included and the criteria that make them up. Total page hits isn’t the same as visitations. Unique user sessions per day as recorded by the Cirrus ABS CMS isn’t the same as absolute unique visitors in Google Analytics. A session timeout that was coded to be 20 minutes or based on a cookie expiration by Cirrus ABS was independently set to 30 minutes by the Google Analytics developers. A news item view count shown by our analytics will be represented as a pageview by Google Analytics.The important thing we will discuss today is how to look for clues in the numbers for what is working and what is not. We are looking for cause and effect.
  13. Analytics // The best analytics package won't help if never reviewed, deciphered, and acted upon. Set up automated reports or schedule reminders.
  14. Take Action 1 // track your links: Since we have mentioned it several times so far, and since most of the social services or social clients have a bit.ly tie in, I would suggest signing up for an account. This way you will have another way of checking traffic sources and volume. I know of well over 30 other url shortening service that are available to be used, and in fact a growing trend is for companies to create their own urlshorteners, but for our purposes bit.ly should do the trick.
  15. Take Action 2 // easy link tracking & reports: Hootsuite provides a centralized platform that will not only shorten your links, but will track them and provide simple to complex reports about your social efforts.Hootsuite » http://bit.ly/ngNrca
  16. Analytics // Distribution, subscriptions, followers, likes, SERP position, & traffic are not direct indicators of actual attention, value, or ROI.
  17. Take Action 3 // track content shares: are those sharing buttons on your website actually working?what caused the most sharesdid it bring any traffic back
  18. Take Action 4 // are your emails resonating, driving traffic, and leads?open ratesclick through ratesoffer redemptionsMailChimp, Delivera, Constant Contact, Exact Target, and many others
  19. Analytics // so why Google Analytics?: Cirrus ABS needed a way to more effectively present measurable results to clients. We wanted a way to highlight how our methodology for building websites was actually tangibly better when compared to competitors. I know that sounds like a line, but consider this, people were still spending tens of thousands on Yellow Page ads with no measurable return. Agencies were still building flashy sites with no conversion plans or capabilities, and almost nothing was being said of search engine optimization. Google Analytics provided us a free, easy to deploy and use tool.
  20. Take Action 5// customizing your dashboard: Let’s start with something simple. The Google Analytics dashboard is most useful when it presents the information you actually need and can act on. And if you are anything like me, sometimes you forgot exactly how you found that nugget of information that was helpful. Let’s take a moment to customize your dashboard to make it easy.Browse to the report you want to appear on the dashboard. Select the “Add to Dashboard” button, then select the “view dashboard” link. Now just repeat for other reports you would like to add to the dashboard.
  21. Take Action 6 // create reports to share or to keep: Exporting one time reports is really quite simple. Navigate to the report you want to create, for example: “content” > “top content”. Then we select the “Export” drop down tab. Now we select the appropriate format we want to save it in. That could be PDF (vector output for quality visual reference, ease of sharing), XML (extensible markup language), CSV (comma separated value, Excel), TSV (tabbed separated value, Excel). And finally we need to save the report which will is just like saving other things from the web. It may be different per browser.
  22. Take Action 7 // scheduled report attention: What if we want reports to show up on a regular basis? Let’s create an automated report. First navigate to the report you want to create as we did in our previous example. We will use “content”, “top content” again. Now click the “email” button and then select the “schedule” tab. Now we can input emails we want to send the report to, for example a supervisors, board members, the owner, or you could just check “send to me”. We continue by filling in the remaining fields then select the desired format. Now we choose the frequency of the report by selecting daily, weekly, monthly, or quarterly. Optionally we can request a “date comparison” be included. This would allow you to always include the previous month for example. And finally we click “schedule” to save this scheduled report. If you have already created a scheduled report you can simply use “Add to Existing” to add another report.
  23. Take Action 8 // annotating keyevents: Annotation is one of my favorite additions to Google Analytics. If you really want to get serious about understanding what drives traffic to your site and more importantly traffic that ends up in lead generation or client acquisition you need to start annotating events. Are social media campaigns really driving traffic to the site? Is email still an effective marketing outreach method for you? What happens if I send out the email blast before the social media blast? What happens if I send it out after? Does sending the same email out a second time still produce traffic? All of these and many more questions are answerable if you have the tool set up to work for you.
  24. Take Action 9 // inbound social & keywords: advanced segments help tell the story.(regular expression)facebook\\.com|fb\\.me|twitter\\.com|t\\.co|tinyurl|hootsuite\\.com|ow\\.ly|bit\\.ly|ht\\.ly|linkedin\\.com|stumbleupon\\.com|su\\.pr|tumblr\\.com|slidesha\\.re|youtube\\.com|youtu\\.be|ning\\.com|dailybooth\\.com|flickr\\.com|flic\\.kr
  25. Analytics // bounce rates defined: What is a bounce rate? Let’s say a visitor landed on and left from a given page (any page) on your site without visiting another page. That would be counted as a bounce. If they allowed their session to timeout, Google Analytics session timeout is 30 minutes, it would register as a bounce. For example if they went to lunch, upon returning a new session would start and the previous one would be counted as a bounce. If the visitor would lose their internet connection, it may count as a new session when restored. If the user hits the back button used to leave the site or if they typed a new address into the address bar to leave. Closing the browser window or tab would count as a bounce.
  26. Analytics // why is bounce important?: Bounce rate can be a strong indicator of how people are using your site. It can show a deficiency in paths to action or what can be called next steps. We want to make sure if a visitor makes it to “contact us” they end up on our confirmation page. Bounce also can show lost conversions or missed client acquisitions. This may indicate that the landing page doesn’t match the marketing offer. It also spotlights visit quality and page relevancy to your visitors. We don’t want to waste efforts attracting visitors for the wrong keyword phrases.
  27. Analytics // exceptions to the bounce rule: There are some site types that will have a higher bounce rate. Blogs for example. A large percentage of blog traffic is coming for that one specific article that caught their attention. Sites that have key information, like event dates, right on the home page which require no further action.
  28. Analytics // Set goals before your website is created. Integrate those goals into your marketing campaigns and then measure for effectiveness.
  29. Take Action 10 // creating goals: The real goal would be to get to the confirmation page, but for simplicity I am showing contact us. An excellent use of goals is for tracking abandonment during checkout on ecommerce sites. Only five goals are allowed per profile and up to fifty profiles per site. Some goals include: landed on a page, bought something, downloaded something, followed an off site link.Additional goals will be set up from “Analytics Settings” » “Edit” » “+ Add goal” “Goals are limited to 5 per profile”
  30. Take Action 11 // visualizing goals: To visually track the steps we can add a funnel to the goal. This is a very valuable way to see how people are interacting with your site. Where is the abandonment so we can correct it.“Goals are limited to 5 per profile”
  31. Take Action 12 // referring the most traffic: In this view I can see, because I took the time to annotate it by the way, that this large spike came as a result of submitting a story to stumbleupon.com a social bookmarking/sharing service. Was this the best traffic though?
  32. Take Action 13// referring the best traffic: Here we can see that visits from Facebook looked at more pages per visit, spent more time on the site, and had a lower bounce rate.
  33. Analytics // metrics for site improvement: Why are analytics worth a bit of time each week and how can we use analytics to improve our site, our marketing, and conversions? The first thing analytics does for us is to change opinion into to data. This is not very good news for people who like to be right. I include myself in that group by the way. Really though, more than a desire to be right, we want to do right. That requires evidence. We can also measure media and marketing effectiveness. Did that trade show really send traffic to the site? Did they contact you via the site? How about allocating budgets based on campaigns with high return and conversions. Which cities should we resend that direct mail piece out to? Of course the Holy Grail of analytics is testing, testing, and more testing. This is the basis of a NetCentered approach. We want a convergence of offline and online marketing efforts based on measurable return.
  34. July 26thSocial Media Breakfast Fort Wayne: bloggingfacebook.com/smbftw@smbfwAugust 3rdChamber Academy: Search Engine Optimization, Let’s Get VisibleRSVP Now
  35. We at Cirrus ABS appreciate you taking the time to learn how to improve your internet marketing efforts. Please let us know how we can help you and if you liked this seminar please remember to check our calendar for future events.
  36. http://www.cirrusabs.com, http://www.twitter.com/cirrusabs, http://www.facebook.com/cirrusabs, http://www.youtube.com/user/cirrusabs, http://www.linkedin.com/compaines/cirrus-abs, by email: info@cirrusabs.com or by phone: 1.877.817.4442.
  37. We need to look to other criteria to judge the success or failure of our efforts. Things like reach, engagement, attention capture, connectivity, interactions and more. We can use tools like Klout, TweetStats, Twitter Analyzer, Facebook Insights, TweetReach, and there are now ways to hook up Google Analytics to your Facebook fan page now as well. I could go on for a solid half hour or more on the various tools and methods for measurement. The point I want to drive home is to make sure we are measuring the right things.What are good metrics for social media success? To name just a few: influence, traffic, reputation and brand management, visibility, engagement, competitive intelligence garnered, and of course revenue. Let’s not forget revenue!
  38. We need to look to other criteria to judge the success or failure of our efforts. Things like reach, engagement, attention capture, connectivity, interactions and more. We can use tools like Klout, TweetStats, Twitter Analyzer, Facebook Insights, TweetReach, and there are now ways to hook up Google Analytics to your Facebook fan page now as well. I could go on for a solid half hour or more on the various tools and methods for measurement. The point I want to drive home is to make sure we are measuring the right things.What are good metrics for social media success? To name just a few: influence, traffic, reputation and brand management, visibility, engagement, competitive intelligence garnered, and of course revenue. Let’s not forget revenue!
  39. Analytics // awareness campaign by visitor type: Now let’s select "Dimension: Visitor Type“ This directly shows us how many "New Visitors" our promo provided in this region.If we had an ongoing campaign we would be monitoring this through the duration of the campaign to show when you peak and start to hit diminishing returns. This could be added to your dashboard, exported to a report, or emailed through the duration of the campaign as well.Play with the “none: X” to see various other factors.
  40. Analytics // doomed to repeat the past?: One of the most common things people do in Google Analytics is check activity based on dates. Let’s do that, but why not also compare it to the past while we are at it. First we select the dates we want to review. Now let’s check the “compare to past option” and select a previous month. It may even be the same month from a previous year. That is if Google Analytics has been installed on your site that long. After clicking apply we are presented with a graph of the two months. We can hover over the dots to see more specific information. If you have made annotations we can see those as well. What are we looking at or for? We want to investigate these spikes and lulls. Why was there a spike? Was there an announcement? Did we kick off a marketing campaign? We are looking for cause and effect, because if it worked we should look into doing it again.We could have alternately used the “timeline” feature, rather than the “calendar”, to select or modify the range. Of course we can also turn off the “compare to past” feature if we want to concentrate on a given date range.
  41. Analytics // monitoring on-site search: If you have a search box on your site, you can setup Google Analytics to track how it is used. It will track things such as: start page the search was performed on, search terms, categories, destination pages, and more.Use MC cirrus2
  42. Analytics // depth of visit: Other factors sometimes tell a more accurate story. Let’s look at how many pages our visitors look at. Why is this important? The difficult truth is it depends on the type of site and the pages they are landing on. If you have a specific landing page with a sign up form, then two pageviews, one for the signup and one for the confirmation would be accomplishing your goal. If however you have an ecommerce site you want a higher pageview count. Generally speaking.The checkout procedure on an ecommerce site could easily be 4 pageviewsby itself! Cart, shipping, account/payment, confirmation, thank you.
  43. Analytics // brand awareness anyone?: Maybe a better indicator for your site would be new visitors vs returning visitors. Both visitor types are important of course, but if you just started a brand awareness campaign you would certainly expect to see an influx of visits from new visitors.
  44. Analytics // compare metrics: Sometimes visits to the site doesn’t tell the whole story. Google Analytics has given us a way to compare other metrics. Annotations will help show that a low traffic day may still hold useful insight. We can see that on Feb 13th we had very low visits but very high average time on site. By looking at the top content report, for that specific day, we can see that this higher than average time on site is a result of people viewing the embedded SEO seminar slides. After checking that date I can see we posted on various social sites that the slides were available. We can now place an annotation on that date. We now know that posting follow up information doesn’t bring many visitors to the site, but those who do come are very engaged.
  45. Analytics // targeted keyword or not?: We could probably spend this entire time discussing how many ways Google Analytics can present keyword metrics to us. What is important to note is how keywords, landing pages, SEFurl’s, snippets or descriptions, and page titles are work together to combat bounce. Get too cute and traffic will go up, but so will bounce. Get to specific and traffic and bounce will be very low.
  46. Analytics // deeper keyword research: Let’s take a look at the search engines being used for given keywords. Maybe you will find that a particular search engine is sending more traffic for a given keyword, highlighting that paid search for that keyword term may be more fruitful in that search engine.
  47. Measuring the Right Things Matters // how granular do we need to get with our measurement? Do you suppose someone at dropbox could figure out that a press release stating they hit 25 million users was valuable? How hard was it for me to figure out it was valuable for me to socially mention it?
  48. Analytics // tracking location awareness: What if we wanted to see how a radio, TV, or say direct mail campaign for awareness was working in a particular area? Let’s check the Map Overlay to see how that awareness promo we did in Indianapolis worked for us?
  49. Analytics // awareness campaign by source: Now let’s select "Dimensions: Source“ This shows direct traffic vs SE traffic was the promo effective for URL awareness. If a large percentage come from search engines then they had to look for you. If most come from "(direct)", meaning they typed the URL into the browser they remembered your domain name from the promo.Play with the “none: X” to see various other factors.