2. Tonight’s Agenda: Search Engine
Optimization
• Quiz on Monday
• Reading: Ch. 6, Analytics: Audience Analysis
• Discussion:
– Website, campaign & mobile analytics
– Key performance indicators: Clicks, Impressions,
Leads, Conversions, Time on site
• Blog post review:
– Why mobile websites matter in the marketplace
– Nobody clicks on banner ads anymore. 7 tips for
overcoming banner blindness.
3. Correction!
• Your presentations and digital
marketing plans are due to present
in class on Thursday December 12th
at 6:30
• Presentations will be 5 minutes
only
• Give me your slides in advance via
the blog.
4. Reading Recap: Ch. 6, Analytics:
Audience Analysis
Your top 5 take-aways:
1.
2.
3.
4.
5.
How might you use Audience Analysis help your
digital marketing plan?
5. Metrics: Why do we care?
•
•
•
•
Measure site’s health
Measure site’s performance to goals
Evaluate marketing channels
Track sales
6. Website = Mobile?
• A “mobile” website is
still a website
• The metrics you use to
measure site success
are the same
• Mobile should tell you
about monitor size
7. Metrics: Website Analytics
•
•
•
•
•
•
Traffic
Unique Visitors
Time on Site
Bounce Rate
Operating Systems
Impressions
– really for when you’re buying or selling banner ads
• Conversions
– As part of your sales funnel
8.
9. Visits and Visitors
• Visits = tally for every time someone came to
the site in the time period
• Unique Visits = Visits – repeat visits
10. Pageviews
• Pageviews = Tally of pages that were visited
• Pages/Visit = Total pages divided by total
visits
11. Duration & Bounce Rate
• Duration: Time spent on site, on average
• Bounce Rate: % of visits that were less than
30 seconds long
19. Analytics Key Ideas
• Why do you want to track
your site?
• What pieces of it do you care
about most?
• How do analytics and sales
connect?
20. Blog Topic:
Why mobile websites matter in the
marketplace.
• Blog criteria:
300-500 words
Has 1-4 images
Has links to other articles
Takes a position/opinion
Tagged the post with relevant categories
Used a systematic research process?
What did you learn?
21. Blog Topic: Nobody clicks on banner ads anymore.
7 tips for overcoming banner blindness.
• Blog criteria:
300-500 words
Has 1-4 images
Has links to other articles
Takes a position/opinion
Tagged the post with relevant categories
Used a systematic research process?
What did you learn?
22. Next session:
• Reading: Ch. 10, Don’t Make Me Think
• Discussion:
– Tracking the sales funnel
– Audience segmentation
– Key vendors: Google Analytics, Site Catalyst, WebTrends
• Blog Post Review:
– Building a site for your multiple audiences: 7 guidelines for
identifying audience segments
– Goal setting is Success Setting for your online marketing
efforts. 7 things to know about Google Analytics Goals..
Notes de l'éditeur
{"1":"Let’s say I had some notes here.\n","4":"Do you know what they mean when they say “channels”?\nWhat do you think “silos” refers to?\nSend people over broadcast to your site, they have to find you again…need search engines so search analysis gives you insight to other tools’ effectiveness.\nSearc is the first place consumers go, most time spent\nStill have to solve a specific problem – what’s your problem statement? \n"}