Analytics for 2014: The Numbers that Matter


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Thank you for your interest in downloading our webinar, Analytics for 2014: The Numbers that Matter.

In this webinar, you'll learn about important metrics for web, email, mobile and social channels. When you collect the numbers that matter, you'll learn what is happening. From there, you can hypothesize why of certain analytics and create a plan to optimize and improve. Now that's Smart Marketing!

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Analytics for 2014: The Numbers that Matter

  2. 2. BEFORE WE GET STARTED • Having technical difficulties? − Use the Q&A chat box to let us know. Today’s moderator: − If we can’t help you, call Citrix at 888-259-8414 for technical support. − Or you can chat with a Citrix representative at • • To submit questions during the webinar, use the Q&A chat box. Everyone will receive a link to a recording of the presentation and a copy of the slide deck within 1 - 2 business days. Agatha Niedzwiecki Director of Marketing WhatCounts 2
  3. 3. TWEET! Follow us on Twitter! @WhatCounts @ugigirl @timbrechlin Tweet about this webinar using #NumbersthatMatter 3
  4. 4. TODAY’S SPEAKERS Tim Brechlin Inbound Marketing Manager WhatCounts Joy Ugi Digital Marketing Coordinator WhatCounts 4
  5. 5. WEBSITE ANALYTICS Identify and measure based on: • Purpose of your website • Goals • Key Performance Indicators (KPIs) 5
  6. 6. WEBSITE ANALYTICS What are good KPIs? The numbers that show success for YOUR particular company. 6
  7. 7. WEBSITE ANALYTICS: AUDIENCE Find out about your audience. • Gender and age information can help you develop buyer personas and create appropriate content. 7
  8. 8. WEBSITE ANALYTICS: TRAFFIC Identify the sources of traffic coming to your website. • Organic, direct, paid, referral • Measure performance of your content on another website. 8
  9. 9. WEBSITE ANALYTICS: TECHNOLOGY • It is incredibly important to be monitoring technology usage of your website and email channels • Mobile usage continues to skyrocket • >50% of emails are opened on mobile 9
  10. 10. WEBSITE ANALYTICS: SEARCH Track popular search terms used to find you. • Adwords data • Queries/keywords 10
  11. 11. WEBSITE ANALYTICS: GENERAL How long does it take for pages to load? • Should be no more than three seconds. 11
  12. 12. WEBSITE ANALYTICS: GENERAL Track the flow of your landing pages. 12
  13. 13. WEBSITE ANALYTICS: GENERAL Use in-page analytics to visually pinpoint website metrics. 13
  14. 14. WEBSITE ANALYTICS: GENERAL Identify your domain authority score. • 1 to 100 score • The higher the score, the more legitimate ISPs consider you to be. 14
  15. 15. WEBSITE ANALYTICS: GENERAL Once in a while, compare your metrics to competitors’. • This can help you see if your own goal completions are way below par. 15
  16. 16. KEY PERFORMANCE METRICS GENERAL ECOMMERCE • Sent • Average Order Value (AOV) • Delivered • Revenue Per Email (RPE) • Total/Unique Opens • Conversion Rate (CVR) • Total/Unique Clicks • Click to Open Rate (CTOR) • Hard/Soft Bounce • Spam • Unsubscribe 16
  17. 17. SYSTEM REPORTING Use the reporting tools within the email platform to analyze and compare numerous elements within your program: • • • • • • Conversion Tracking YOY Performance Campaign to Campaign Performance Link Tracking Top Domains Open/Click Timing Export this data into Excel to create tables and charts! 17
  18. 18. MOBILE, MOBILE, MOBILE • According to Experian, >50% of emails are opened on mobile • That is a broad email industry average, and it’s entirely possible – if not likely – your numbers are higher • Cross-section of WhatCounts clients indicated mobile opens between 40-60% 18
  19. 19. SOCIAL MEDIA ANALYTICS: EMAIL Identify the most popular social media outlets used by subscribers. • Treat those subscribers like the gold they are. 19
  20. 20. SOCIAL MEDIA ANALYTICS: FACEBOOK Facebook Insights helps you market smarter. • Post metrics provide actionable insights. 20
  21. 21. SOCIAL MEDIA ANALYTICS: FACEBOOK Demographic information identifies your audience. • Compare to email and website demographics. 21
  22. 22. KEY TAKEAWAYS • There’s no secret sauce for measuring analytics across web, email and social. • Analyze metrics based on your own KPIs. • Metrics tell you what happened so you can figure out why it happened. • Isolate one area to work on. Create and test a hypothesis to improve. 22
  23. 23. TIME FOR QUESTIONS! 23
  24. 24. CHECK OUT OUR RESOURCES PAGE eBooks White papers Past webinar downloads Events Preview our new user interface: 24
  25. 25. REACH OUT TO US WhatCounts 3630 Peachtree Road, NE Suite 900 Atlanta, GA 30326 1-866-804-0076 Twitter: @whatcounts 25