The Marketer’s DigitalInsights and AnalyticsCheat SheetSeth MerandaUser Experience Architect: UNLAssociate Consultant: Noe...
Analysis and synthesis ordinarily clarify matters for us about asmuch as taking a Swiss watch apart and dumping its wheels...
Setting Up Resources Required  Reportingand Analyzing                3
Just because you canmeasure it, it doesn’tmean it matters.                         4
If it wasn’t measured itdidn’t happen.                           5
SETTING UP             6
Strategy           7
Strategy           7
Strategy           7
Strategy           7
Strategy           7
Strategy           7
8
“The goal of the Undergraduate Admissions  office website is to provideclear and concise content to   prospective students ...
Be...... clear with objectives... definitive on audience(s)... specific on actions                               9
What shall we measure?                         10
Focus on what will help make decisions                                         11
What can we track?                     12
Make a list of all available metrics                                       13
Select MetricsNEEDED        AVAILABLE                          14
Setup        15
Accommodate trackingAssign tasks                       16
Start measuring                  17
Evaluate Key Performance Indicators (KPIs)Select an interval                                             18
Create insights                  19
Tweak as neededInsights are actionable                          20
Execute          21
Follow throughRinse and repeat                   22
RESOURCES REQUIRED                     23
Smart People               24
Tools        25
Choose the right tool                        26
27
Image credit: http://www.imbimp.com/2009/03/google-analytics-dashboard-cake/                                              ...
Answers to difficult questions  How well are my               How do people find mymarketing campaigns                     ...
Answers to difficult questions  How well are my               How do people find mymarketing campaigns                     ...
Answers to difficult questions    How well are my               How do people find my  marketing campaigns                 ...
Answers to difficult questions                                                  how?    How well are my               How d...
Answers to difficult questions                                                   how?    How well are my                How...
Answers to difficult questions                                                   how?    How well are my                How...
30
30
30
30
31
31
31
Bounce         31
Bounce         31
Bounce         31
Bounce         31
Bounce   Exit                31
Terminology              32
1,000,000      pageviews/month                        33
Pageviews  Pageviews: # of times page was loaded.  Unique pageviews: Number of sessions  during which a page was viewed on...
Bounce Rate Bounce Rate: Rate of visitors that leave      after visiting only one page                                    ...
Time on Page Time on Page: Page 2 Timestamp - Page    1 Timestamp (bounces & exits = 0)  Average Time on Page: Total Time ...
Time on Page The problem with averages.                              37
Time on Site  Time on Site: Sum of time on pages during a                   session  Average Time on Site: Total Time on S...
Time on Site     Remember, averages hide what is really going on!                                                        39
Landing Page   Landing Page: First page visited                                      40
Visitors New Visitor: User of site who has NOT           visited in the past. Returning Visitor: User of site who has     ...
42
Local Site Search                    42
External Keywords                    42
Landing Pages                42
Goals        42
Campaigns            42
Brand Index                      B    i   # Visits w/ Branded Keywords + Direct Visits                    Total Visits    ...
The Marketer’s Dream Report                              44
The Marketer’s Dream Report                              44
45
UX Problem“Users	  are	  confused	  about	  the	  online	  application.”                                                  ...
Analytics Issue“Only	  35%	  of	  users	  visiting	  our	  site	  from	  the	  “Apply	  Now”	     campaign	  are	  actuall...
“Our	  users	  are	  having	  a	  hard	  time	  finding	     the	  online	  application,	  in	  fact	  65%	  of	  specially...
User Testing           © Krug, Steve: Rocket Surgery Made Easy                                                46
User TestingUser Testing               © Krug, Steve: Rocket Surgery Made Easy                                            ...
Diagnose quickly                   47
Task Direction                 48
49
49
49
Competitive Intelligence Data                                50
Competitive Intelligence Data                                50
Competitive Intelligence Data                                50
Know where you’ve been                         51
52
52
52
http://goo.gl/VMlh1Search Engine Optimization                                      53
http://goo.gl/VMlh1Search Engine Optimization                                      53
SEO      54
55
56
True SEO = Finding what they are looking for.                                                57
58
Social Media               59
Engagement   Environment                           60
ReachActionsBrandingCostsReputation             61
Admissions Example                     62
Objective  Increase out-of-state enrollmentsTarget:  1,100 out-of-state incoming student enrollments  for 2011-2012 cycle ...
64
Primary KPIsPositive online mentions of UNL leading to 2011Net new "Likes" of UNL content from out-of-state users  Faceboo...
Secondary KPIsNet new "likes" of UNL content from in-state16-18 year oldsNet new click-throughs of links leading toadmissi...
Positive online mentions of UNL leading to2011 We need to set a baseline. We cant expand if we have to climb out of   a ho...
68
Net new "Likes" of UNL content on Facebookpage/Twitter Mentions  Have moved to the affinity marketing segment.  Focus on ta...
70
Click-throughs from content  Bring out the Google Analytics  Campaign Tag everything                                   71
Your To-Do List                  72
Find your strategyBuddy-up with your Web Analyst (or designateone)Setup objectives and targetsDetermine metrics           ...
Examine measurement toolsMeasureTake action from insights                            74
Seth Meranda@smerandasmeranda2@unl.edu                    75
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The Marketer's Digital Insights and Analytics Cheat Sheet

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Seth Meranda's presentation on creating a web analytics strategy for marketing tracking from the 2011 AMA Symposium for the Marketing of Higher Education.

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The Marketer's Digital Insights and Analytics Cheat Sheet

  1. 1. The Marketer’s DigitalInsights and AnalyticsCheat SheetSeth MerandaUser Experience Architect: UNLAssociate Consultant: Noel-Levitz 1
  2. 2. Analysis and synthesis ordinarily clarify matters for us about asmuch as taking a Swiss watch apart and dumping its wheels,springs, hands, threads, pivots, screws and gears into a laymanshands for reassembling, clarifies a watch to a layman.Author Unknown 2
  3. 3. Setting Up Resources Required Reportingand Analyzing 3
  4. 4. Just because you canmeasure it, it doesn’tmean it matters. 4
  5. 5. If it wasn’t measured itdidn’t happen. 5
  6. 6. SETTING UP 6
  7. 7. Strategy 7
  8. 8. Strategy 7
  9. 9. Strategy 7
  10. 10. Strategy 7
  11. 11. Strategy 7
  12. 12. Strategy 7
  13. 13. 8
  14. 14. “The goal of the Undergraduate Admissions office website is to provideclear and concise content to prospective students and their parents regarding the academic and student lifeopportunities at our institution as well as to provide simple ways to join our community through online registrations, applications and social networks.” 8
  15. 15. Be...... clear with objectives... definitive on audience(s)... specific on actions 9
  16. 16. What shall we measure? 10
  17. 17. Focus on what will help make decisions 11
  18. 18. What can we track? 12
  19. 19. Make a list of all available metrics 13
  20. 20. Select MetricsNEEDED AVAILABLE 14
  21. 21. Setup 15
  22. 22. Accommodate trackingAssign tasks 16
  23. 23. Start measuring 17
  24. 24. Evaluate Key Performance Indicators (KPIs)Select an interval 18
  25. 25. Create insights 19
  26. 26. Tweak as neededInsights are actionable 20
  27. 27. Execute 21
  28. 28. Follow throughRinse and repeat 22
  29. 29. RESOURCES REQUIRED 23
  30. 30. Smart People 24
  31. 31. Tools 25
  32. 32. Choose the right tool 26
  33. 33. 27
  34. 34. Image credit: http://www.imbimp.com/2009/03/google-analytics-dashboard-cake/ 28
  35. 35. Answers to difficult questions How well are my How do people find mymarketing campaigns site? performing? Is my website drivingWhat do people do on people away? my site? Do I have what Where are people people are looking coming from? for on my site? 29
  36. 36. Answers to difficult questions How well are my How do people find mymarketing campaigns site? performing? Is my website drivingWhat do people do on people away? my site? Do I have what Where are people people are looking coming from? for on my site? who? 29
  37. 37. Answers to difficult questions How well are my How do people find my marketing campaigns site? performing?what?do people do on What Is my website driving people away? my site? Do I have what Where are people people are looking coming from? for on my site? who? 29
  38. 38. Answers to difficult questions how? How well are my How do people find my marketing campaigns site? performing?what?do people do on What Is my website driving people away? my site? Do I have what Where are people people are looking coming from? for on my site? who? 29
  39. 39. Answers to difficult questions how? How well are my How do people find my marketing campaigns site? performing?what?do people do on What Is my website driving people away? my site? when? Do I have what Where are people people are looking coming from? for on my site? who? 29
  40. 40. Answers to difficult questions how? How well are my How do people find my marketing campaigns site? performing? where?what?do people do on What Is my website driving people away? my site? when? Do I have what Where are people people are looking coming from? for on my site? who? 29
  41. 41. 30
  42. 42. 30
  43. 43. 30
  44. 44. 30
  45. 45. 31
  46. 46. 31
  47. 47. 31
  48. 48. Bounce 31
  49. 49. Bounce 31
  50. 50. Bounce 31
  51. 51. Bounce 31
  52. 52. Bounce Exit 31
  53. 53. Terminology 32
  54. 54. 1,000,000 pageviews/month 33
  55. 55. Pageviews Pageviews: # of times page was loaded. Unique pageviews: Number of sessions during which a page was viewed one or more times 34
  56. 56. Bounce Rate Bounce Rate: Rate of visitors that leave after visiting only one page 35
  57. 57. Time on Page Time on Page: Page 2 Timestamp - Page 1 Timestamp (bounces & exits = 0) Average Time on Page: Total Time on Page/All Visits (excludes bounces & exits) 36
  58. 58. Time on Page The problem with averages. 37
  59. 59. Time on Site Time on Site: Sum of time on pages during a session Average Time on Site: Total Time on Site/All Visits (includes bounces) 38
  60. 60. Time on Site Remember, averages hide what is really going on! 39
  61. 61. Landing Page Landing Page: First page visited 40
  62. 62. Visitors New Visitor: User of site who has NOT visited in the past. Returning Visitor: User of site who has visited in the past. 41
  63. 63. 42
  64. 64. Local Site Search 42
  65. 65. External Keywords 42
  66. 66. Landing Pages 42
  67. 67. Goals 42
  68. 68. Campaigns 42
  69. 69. Brand Index B i # Visits w/ Branded Keywords + Direct Visits Total Visits 43
  70. 70. The Marketer’s Dream Report 44
  71. 71. The Marketer’s Dream Report 44
  72. 72. 45
  73. 73. UX Problem“Users  are  confused  about  the  online  application.” 45
  74. 74. Analytics Issue“Only  35%  of  users  visiting  our  site  from  the  “Apply  Now”   campaign  are  actually  submitting  an  application.” 45
  75. 75. “Our  users  are  having  a  hard  time  finding   the  online  application,  in  fact  65%  of  specially  targeted  users  are  abandoning  the   process  which  leaves  us  X  amount  behind   our  goal  of  Y  applicants.” 45
  76. 76. User Testing © Krug, Steve: Rocket Surgery Made Easy 46
  77. 77. User TestingUser Testing © Krug, Steve: Rocket Surgery Made Easy 46
  78. 78. Diagnose quickly 47
  79. 79. Task Direction 48
  80. 80. 49
  81. 81. 49
  82. 82. 49
  83. 83. Competitive Intelligence Data 50
  84. 84. Competitive Intelligence Data 50
  85. 85. Competitive Intelligence Data 50
  86. 86. Know where you’ve been 51
  87. 87. 52
  88. 88. 52
  89. 89. 52
  90. 90. http://goo.gl/VMlh1Search Engine Optimization 53
  91. 91. http://goo.gl/VMlh1Search Engine Optimization 53
  92. 92. SEO 54
  93. 93. 55
  94. 94. 56
  95. 95. True SEO = Finding what they are looking for. 57
  96. 96. 58
  97. 97. Social Media 59
  98. 98. Engagement Environment 60
  99. 99. ReachActionsBrandingCostsReputation 61
  100. 100. Admissions Example 62
  101. 101. Objective Increase out-of-state enrollmentsTarget: 1,100 out-of-state incoming student enrollments for 2011-2012 cycle 63
  102. 102. 64
  103. 103. Primary KPIsPositive online mentions of UNL leading to 2011Net new "Likes" of UNL content from out-of-state users Facebook likes/fans Twitter favorites/followers 16-18 year oldsNet new click-throughs of links leading toadmissions.unl.edu from out-of-state students 65
  104. 104. Secondary KPIsNet new "likes" of UNL content from in-state16-18 year oldsNet new click-throughs of links leading toadmissions.unl.edu from in-state students 66
  105. 105. Positive online mentions of UNL leading to2011 We need to set a baseline. We cant expand if we have to climb out of a hole. 67
  106. 106. 68
  107. 107. Net new "Likes" of UNL content on Facebookpage/Twitter Mentions Have moved to the affinity marketing segment. Focus on target audience. 69
  108. 108. 70
  109. 109. Click-throughs from content Bring out the Google Analytics Campaign Tag everything 71
  110. 110. Your To-Do List 72
  111. 111. Find your strategyBuddy-up with your Web Analyst (or designateone)Setup objectives and targetsDetermine metrics 73
  112. 112. Examine measurement toolsMeasureTake action from insights 74
  113. 113. Seth Meranda@smerandasmeranda2@unl.edu 75

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