Meaure Marketing Online - IABC Ottawa

An introduction to measuring marketing online
No more faith based marketing!

Converting visits to value
Alex Langshur, President

PublicInsite Inc.
March 1, 2011
PublicInsite.com

About PublicInsite

• A leading web analytics & search engine optimization/marketing
(SEO) firm
• Experts in WebTrends, Google Analytics, Urchin, NetInsight etc.
• Google Analytics Certified Partner, Yahoo Web Analytics Network
Partner, Google Adwords Qualified & Yahoo Search Marketing
Ambassadors

• Specialized in public sector performance measurement
• Build and implement measurement frameworks that are aligned to
MAFs and focus on tracking outcomes
• Provide concise, clear and strategic roadmaps that empower managers
to assess and improve the quality and efficiency of their websites
• Over 200 client engagements with public sector departments and
agencies since 2003

• Offices located in Boston and Ottawa 2
© PublicInsite Web Analytics Inc. 2011

We‟re a new kind of evaluation firm, one that
understands the profound role of the web.

We‟ve been helping our clients since 2001

3
PublicInsite 2007

When a user clicks on a link…
1. Browser sends a
requests for a
page
2. Web server
sends the page to
the IP address
3. The page is „built‟
by many discrete
elements (all calls
to the server, or
hits)
4. The result: one page
view comprising
many hits

4

5

How web traffic data is collected: Log files

web server 1
Saskatchewan

Log File 1
Data analysis and
California Log File 2 reporting software
(we recommend:
Log File 3 WebTrends;
web server 2
Florida NetInsight; AT
Log File 4 Internet)

web server 3
Maine

web server 4
Quebec
6

How web traffic data is collected: Page tags

1
1. Browser sends requests for web
page 1
2 Server responds to request, sends page web server
along with embedded page tag 1 2

3
2. Browser reads & executes page tag /images/tracking/pagetag.gif
script, sends image request (along
with appended data) to server 3
specified in script (collection point)
Data
collection
point
Data analysis and reporting
software (we recommend:
Google Analytics; Yahoo Web
Analytics; Pion; Omniture;
Coremetrics; NetInsight;
WebTrends; AT Internet)
7

A log file entry (with cookies)

LOG ENTRY for June 1 2009:
2005-06-01 00:25:01 199.212.18.131 GET /pagename/8C3F7D55-A9EE-46F2-8CB1-
294250AFE77A/sky-clouds.jpg - 304 164 423 0 HTTP/1.1 www.dept.gc.ca
Mozilla/4.0+(compatible;+MSIE+6.0;+Windows+NT+5.1;+.NET+CLR+1.1.4322)
http://department.gc.ca/english/default.cfm
COOKIE_ID=X01H37M39QR006YMLW59320001BX4

A unique, randomly generated number (the cookie)
is placed in the log to enable tracking of the visitor
should they return

8

Don’t worry about accuracy or precision: focus on trends

Nice to look,
but no
actionable
insight

Comparing a metric and an indicator immediately provides a wealth of
new opportunities to better understand the story in the data
9

Visitor capture & engagement framework:
Acquisition, Conversion and Retention

ACQUISITION CONVERSION RETENTION
Bring visitors to Get visitors to stay & Create adherents
engage & supporters
the site

Indicators: Indicators: Indicators:
• Sources of traffic • Content consumption • Customer satisfaction
• Keywords used (by • Time onsite & bounce • Visit frequency &
whom) • Depth of visit recency
• Social Media based • Use of key info assets • Newsletter
traffic • Value events clickthroughs
• Direct access ratios conversions • New visitor percentage
• Etc. • Content repurposing
• Etc.
Target Audiences (diverse, can be anything such as):
• Consumers, students, target industry sectors, governments, etc.

10

11
© 2010, PublicInsite Web Analytics Inc.

Social marketing theory / Purchase cycle

Pre- Information Maintenance /
Contemplation ACTION /
contemplation gathering /
/ Interest Decision Action
/ Awareness Consideration

Time

© PublicInsite Web Analytics Inc.
2010
12

The Search Results Page (SERP): Ground Zero in the competitive marketplace of ideas

Paid results

Organic results

13

How important is branded search?
Observe linkage between level of branded
search and:
- Type of org
n = 96.7 million visits
- Size of org
- Size of ad budget
- Size of site (# pages)

*

* weighted average
based on the total
number of visits

14

How important is the home page?

Sites include public sector, non-profit, and
education sectors, and range in visit volume
from 10 million pg views/mth down to 100,000
pg views/mth
15

A map of demand: swine flu interest by population
group
#1) Search term: Swine flu
This series of graphs and maps show how the
Search term: Swine flu
nature and type of information demand is
closely tied to population groups.

#1) (top) shows widespread demand for the
general term of “swine flu”, with heaviest
demand in the Mexican border state of Texas.
Note that Kansas has reported two cases of
infection.

#2) Search term: Swine flu symptoms #2) (middle) shows much more localized
Search term: Swine flu demand related to the emerging search
symptoms
phrases surrounding “symptoms”. Symptom-
related searches are highest in New York,
California and Texas – three states with
confirmed cases (oddly, Kansas is not among
this group).

#3) (bottom) this last graph is remarkable for
one very specific reason: North Carolina is
#3) Search term: Gripe porcina
home to a number of large pork processing
Search term: Gripe porcina plants that are well known for their heavy use
of non-unionized Hispanic labourers. Note
how North Carolina stands out as the
epicenter of US-based Spanish language
swine flu searches.

Collectively, these data underscore the
language and locale of search to understand
the evolution of the outbreak and use this to
develop more targeted and effective
PHAC Swine Flu Outbreak Online Analysis (Apr 27/09) strategies
communication

“Let me tell you a story about a little pandemic…”

Volume of searches done in Canada on Google for the five keywords in the legend. Note
two distinct waves of demand, the first dominated by “swine flu” searches; the second by
“h1n1” & “vaccine” related searches. Data drawn from Google Insights for search.
Relative scaling in effect. 17
PublicInsite 2010

What does this mean?

• Your search profile is a digital asset
• Governments must carefully manage this asset as it is the
intersection point between intent, visibility and engagement
• Search is “upstream” – understanding this is critical
• Search is the cheapest, broadest most up-to-the-minute source
of insight into:
• The interests of Canadians
• The distribution of demand
• The language of demand

18

How are people finding your site? (Acquisition)
Variance from Implications and
Included Benchmark This Site Benchmark Recommendations

Google • Google
38% 39% 1% • Search Engine
Optimization
23 – 58%

• Link tagging
None • Direct Access – Type in URL
49% 20%
• Direct Access – Bookmarked 29% strategy
• Email click-through
• Email Campaign, etc. 20 - 37% measurement

• Search Engine
Search Engines • Yahoo, MSN, Bing, Ask, etc.
4% 3% 1% Optimization
2 – 5% • Content creation

• Content sharing
Other Web Sites • Partner web sites,
10% 19% • Creating awareness
universities, other 29% of content value
governments, and all other 11 - 38% • Link building
miscellaneous sites
• Leverage initiatives
Social Media • Twitter, Facebook, LinkedIn,
Blogspot, other professional 0.4% 0.3% 0.1% at corporate level to
consolidate impact
or independent blogs, etc. 0.1 – 1.1% across SM channels

Referrer Group • Samples of types of groups Benchmark Client Implications and
Above /
or Web sites included. Average recommended
Benchmark
Site Below actions
Range
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Referrer analysis in Google Analytics

Note impact
of social
media (we’ll
return to this
later)

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Understanding Direct Traffic
May 1, 2010 – July 31, 2010

Direct Traffic
contains visits
driven by links in
emails; since
these aren’t
tagged they can’t
be measured

Aug 1, 2010 – Oct 31, 2010

Since tagging was
implemented,
direct traffic has
decreased and
directly related to
the tagging
strategy – ‘Other’
is the result.
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Keyword analysis

• What keywords did people use in search
engines that resulted in visits to your
site?  Trend the use of
keywords.
Identify
• You can learn about: seasonality you
can use to
• What’s popular on your site? advantage.
• Visitor intent
 Uncover unmet
 Type and syntax of words
needs that your
 Noun versus verbs site may be
 Adjectives used attracting but are
• How good your content is at drawing traffic not currently
• How optimized your site is to draw search traffic fulfilling.
• Improve content alignment  High conversion
micro-segments.

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The now familiar Long Tail / Power Law curve…
3,500

3,000

2,500 Top 600 search terms
Frequency of use

2,000

1,500
We rarely to look beyond here…

…but there is important
1,000 stuff out here…
…and little of additional
substantive value past here
500

-
1 101 201 301 401 501
Rank

23

A lot is still end of pipe

24

Most organizations are analog

The premise of the Cluetrain Manifesto
is that organizations have not fully
grasped the sea change the Internet
represents, and continue to operate by
methods that worked wonders in the
broadcast era but (ironically) are
radically unproductive online.

25
PublicInsite 2009

Plan and design for desired outcomes - ideal

Drive to site initiatives Persona
SEO, email, ads, earned media, etc.
Task funnel

call to action Step 1
action Step 2

acknowledgment Step 3
Influence on IA,
content, measures
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Clear, bold calls to action

27

The reality
About Fa CS What‟s on Administration Research Technology Emergency
FaCS prog rams

Our people Progra ms, Business S taff
strateg ies & adm inistra tion a dministra tion
service s

Orga nisatio n Our values & Stron ger A-Z of News Business Certified Library Passwords Bomb threat
chart ethics families programs planning agre ement services

Exe cutive Our Stro nger A-Z of Calendar of Co mmun icati Learn ing & Statistics System acce ss Fire
relationships communities payments eve nts ng develo pment

Branches & How we work Economic & Program Job vacancies Legal OHS Research System Buldin g
STOs soc ial administration papers manuals e vacuation
participation
Communitie s Ou r locations Gettin g to the Finance Orien tation Internet links Help for... First aid
& networks Fa CS

Co mmitte es Corporate Newsletters Project Pay & Legislation Telephones Emergency
& meetin gs documents management conditions contacts

Minister Corp orate Projects Pro perty Performance Teleconferen c
policies management ing

Our social Purch asing Personal IT security
activities safety

Risk Recruitment He lpdesks
managemen t

Sec urity Workplace I T assets
diversity

Tr avel Workplace
harrasment


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• Where’s the primary
call to action?
• What do you want
me to do?

30

Linking analytics with Information Architecture

If you want to eat breakfast with the morning
sun coming in the window, make sure you
build your house with the breakfast nook
facing east

31

32

A simple measurement concept: Inputs  response

Correlate the offline marketing / advertising inputs with the observed online response

Campaign

Offline input
1. National TV campaign
Offline input 2. Local radio
1. Events
2. Print media buys Post campaign evaluation
3. Out of home 1. POR
2. Analytics

Baseline data
1. 3 – 6 months min
2. No events
Online responses
3. No major site
modifications 1. Change in metrics and indicators
2. Growth in branded search Net
3. Target audience reach campaign
4. Calls to action lift

Time
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Two requirements to measure offline online
1) An engagement strategy 2) A media/measurement plan

• Not enough to drive visits to the site • The media plan identifies:
• What do you want them to do? • The mix of media you will purchase
• What outcomes are you • Your media spend strategy
accountable for? • When you will be in the market
• What actions reflect “message • The target market (demo / geo)
uptake”?
• The measurement plan overlays the
• Are their different target
audiences? media plan and identifies
 If so, what are they and how do they see • The unique variables that are
themselves on the site assigned to each advertising
The goal of a measurement plan is component
to enable you to understand which • How each plan is phased
media (was it the TV spot or the  Either by schedule, geography or both

billboard?) that sent a visitor your • The key indicators to track for rush
the website. Ideally developed at results measurement
same time as media plan

34

#1 – A media plan (blocking chart)

Typical media plan strategies address timing, channels, budget, frequency, target
audience, etc.
35

#2 – A measurement plan

• Maps to the media plan and outlines how you will track each
channel. Has three main elements
• Unique identifiers to be assigned to each media element
 URL, 1-8XX number, keyword, email address, code
• Maps out the geographic dimension
• Syncs up the timing between channels to evaluate impact over time

• The media plan and measurement plan are co-dependant and
must be developed at the same time
• Media plan developed in absence of measurement plan = SADNESS
• Media plan developed in conjunction with measurement plan = BLISS

36

What are parameters?
www.canada.gc.ca/action?source=Latimes&medium=printdaily&campaign=funding_campaign

1 2 3
parameter value
1. Source: identifies where the traffic is coming from
• Parameter example: source=
• Variable example: BosGlobe, newsletter0509, AdWords_PPC, etc.

2. Medium identifies the medium used for the campaign
• Parameter example: medium=
• Variable example: print, radio, e-mail, CPC (cost-per-click), Banner

3. Campaign name identifies a specific promotion or strategic campaign
• Parameter example: campaign=
• Variable example: border safety, immunization, swine flu, infrastructure

37

The measurement variables: The location

The geographic market you target with
out-of-home advertising
• Can use a URL that is geography specific
that redirects via parameters
• www.mmm.com/safeglass redirects to
www.mmm.com/scg/index.htm?location=on
• www.mmm.com/secureglass redirects to
www.mmm.com/scg/index.htm?location=bc

• Or simply run your ads in widely dispersed
markets and use geolocation tools to track
visits
• Geolocation while not perfect is pretty darn good,
and provides city level detail that you can use to
correlate back to the advertising channel - but only if
you‟ve made sure to phase your spend in each
market by media over time

38

Example: location mapping

Pre-
campaign

During the
campaign

39

The measurement variables: The keyword

Use copy that promotes
keywords!
• You can choose keywords that are
unusual and unlikely to be used by
others.
• Feature them prominently in the call to
action/tag
• Make sure your site is well SEO‟d for those
words (buy AdWords if you aren‟t ab-sa-looot-
ely sure

• Now you measure instances of
“branded” search
• Filter your keywords for instances of your
„branded‟ terms. These visitors are likely only
to have been influenced to use the keyword
as a result of an ad impression
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Measuring social media

• The wild world of measurement
• Strategy drives measurement - a social media strategy
• Categories of measures
• “Bragging about your tagging”

• Putting it all together
• A measurement framework

41

The relationship to the device…


Social Media - what are we trying to measure anyway?

• Influence
• Can we have an impact on the actions of others?

• Engagement
• Are there actions/reactions from the crowd in response to your
efforts/issues/programs/organization/ etc.?

• Support / Advocacy
• Clear expressions of people actively promoting your point of view/perspective

• Sentiment
• In sum, what is the opinion of the crowd and how is it expressed?

• Return
• On budget/investment/spend – some tangible demonstration of value derived
from the effort expended
45

Social media measurement categories

• Activity indicators
• Metrics that are easy to quantify, measure and report such as search volume,
fans, followers, views, Tweets, etc.

• Embracement, influence & engagement indicators
• Things that are tough to measure, but matter: sentiment, tone, and reach
• Things that tell us about the author, such as rank, authority, clout
• Things that are straightforward like trends, reTweets, user generated content,

• Conversion/outcome indicators
• Have I learned enough to want to find out more?
 Do I feel strongly enough to want what you are providing
• On page events such as click-throughs, downloads, time on site, pages viewed,
sign-ups etc.
 If your SM-based content has been tagged – bonus! Much more trackable

46

Two types of activity metrics

Passive interest Active interest
• # fans/friends/followers • # hashtags,
• # page views, visits, time • # Tweets
onsite • # Blog postings
• # RSS subscribers • Trend & # in “share this”
• # time on site • # Comments
• # faves • # of social bookmarks
• # video views • # Search volume
• Ratings (videos, images) • # social media referrals
• # photos posted

47

Embracement, authority & engagement indicators

Have your audiences embraced your social media initiative
as evidenced by how vibrant, extensive, supportive and
engaged they are across your social media platforms?

Assessable Measureable
• Sentiment (+, -, neutral) • ReTweets (number , frequency &
• Tone (debate, argument) clicks)
• Influencers (who) • User generated content
• Reach (people, geographic • Volume, frequency, type,
distribution) incidence of re-purposing
• Scope (across how many media) • Can be on or off site, e.g.
• Authority and rank comments section of newspaper
• Net promoter score

48

Sentiment analysis review

Machine analysis
• 50,000 conversations scored by
machine
• 84% neutral or passive; 11%
positive; 5% negative
Human analysis
• 23% of conversations were
irrelevant
• Of the remaining, 30% were
neutral or passive (54%
difference); and 63% were
positive (52% difference)

See:
Don’t trust automated sentiment scoring
(http://bit.ly/9j2bgV)
Syncapse Guerilla experiment on sentiment
analysis (http://bit.ly/cFzAuS) 49

Conversion: understanding the onsite impact

DO THIS ONE THING:

TAG YOUR LINKS
(please)

50

SM phone home: tagging inbound traffic

• Need to distinguish which visitors are organic vs. generated from
your social media initiative. Two steps:
• 1) build the landing page;
• 2) tag your inbound links
www.PublicInsite.com/NewLandingPage.htm is the page URL
www.PublicInsite.com/NewLandingPage.htm?source_var=Twitter&medium_var=BannerLink&camp
aign_var=NewSocialMediaCampaignID

• Adding additional information to the URL allows us to identify
the visitor when they come to our site, to measure the social
media campaign
?source_var=Twitter&medium_var=BannerLink&campaign_var=NewSocialMediaCampaignID

51

SM phone home: tagging inbound traffic

• Twitter posts can (and should) also be tagged for tracking
purposes.
• Use URL shorteners such as TinyURL, or Bit.ly which enables
you to compress a long URL (like the one in the previous
example) into fewer characters: http://tiny.cc/QBCXi
• When clicked this tiny URL will send visitors to the much longer URL
• Raw referral information preserved
• Twitter has a 140 character limit, so we need a URL shortener!!!

52

Twitter example
• Visitor sees your Twitter post
• Visitor clicks your Tiny URL
• Tiny URL invisibly receives the URL information
• Tiny URL translates the compressed URL
• Tiny URL seamlessly forwards the visitor to your site as
if they had gone directly to your site
• The original full length URL of your new landing page
displays in the visitor’s browser address bar
• The additional information about which social media
link click brought the visitor to your site is registered,
and associated with this visit

53

A baseline for social media visits
Referred traffic is 50% of all
traffic. Of referred traffic, SM
represents less than 1%
All others Social media

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

23% 22%

9%

25%

21%

All other Social Media Referrers
54

55

Change in mobile visits to GoC web sites
160,000 0.80%

140,000 0.70%
Total mobile visits

Average % of mobile
120,000 visits 0.60%
Max % of mobile visits

mobile visits as % total visits
Min % of mobile visits
100,000 0.50%
Total mobile visits

80,000 0.40%

60,000 0.30%

40,000 0.20%

20,000 0.10%

- 0.00%
2007 2008 2009

% growth 2008 – 2009: Visits = 241%; and as % of total visits = 296%
56
PHAC H1N1 Flu Outbreak - Online Analysis

Sitewide vs Mobile Percentage of Traffic by Hour of Day
8.00%

7.00%
Percentage of Traffic by Hour of Day

Mobile Average
6.00%
Sitewide
Average
5.00%

4.00%

3.00%

2.00%

1.00%

0.00%

57

Mobile visitors want information, not brands

Mobile visitors are nearly half (42%) less likely to do a brand based search than
non-mobile visitors. This has deep implications with respect to site SEO
requirements.
58

How big is mobile??

•Mobile applications expected to generate
$6.2B in sales in 2010 and grow to $30B by end
of 2013.
• Gartner news release, Jan 2010

•eBay did US$1.5 billion(!!) via its mobile
channel to date in 2010
• Bob Page, VP Analytics, eMetrics Keynote 2010

59

Contact Information
For more information, please contact us by telephone or email.

Alex Langshur, President PublicInsite Web Analytics Inc.
613 232-8500 Ext. 101
alangshur@publicinsite.com Ottawa Office:

Tyler Gibbs, Director, Products and 4th Floor, 71 Bank Street
Operations Ottawa, ON K1P 5N2
613 232-8500 Ext. 102 Tel: (613) 232-8500
tgibbs@publicinsite.com Fax: (613) 232-8501

Boston Office:

16 Ramshead Rd, Suite 100
Medford, MA 02155
Twitter: Tel: (781) 874-0250
http://twitter.com/publicinsite

Blog:
http://www.publicinsite.com/blog/ www.publicinsite.com

60
© PublicInsite 2010

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