View-through data enhancement enables you to answer these questions. Measuring the impact of content hosted on other sites is no longer a matter of impressions or Sphinns. We can directly measure the impact in terms of traffic, online sales, and conversions — and all of this can happen without a direct link. Join us and see how you can accurately attribute your online PR, social media, and off-site marketing efforts to ROI. And, gain insight into bookmarks and traffic generated through branded searches.

1. View-Through:
Gaining Insight Into Data

2. Agenda
1. What is View-Through
2. Application of View-Through
 Social Media Measurement
 Online PR Measurement
 Search
 Bookmarks
3. Summary

3. What is View-Through?

4. Customer Lifecycle - AIDA Model
From ProvenModels.com

5. Customer Lifecycle - AIDA Model
Social Networks
View
Through
Online PR, Blogs, etc.
Search, Advertising
Click
Through
Site Visit and Conversions
From ProvenModels.com

6. Customer Lifecycle - AIDA Model
Search, Advertising
Site Visit and Conversions
From ProvenModels.com

7. View-Through Reporting
 Not everything can be measured by clicks
 Blogs, news sites or page with no links (i.e. YouTube)
 The more reputable the news outlet, the less likely to
provide a direct link
 Interest generated is often not immediate
 Sometimes requires multiple touch points for
interest to develop
 Complements traditional click-through reports

8. Direct Link with Click
Direct Link without Click
Total
No Direct Link
Website
Traffic

9. Real Life Story
“pubcon.com”
“treasure island”

10. POLL

11. What Are the Applications of View-
Through?

12. View-Through Applications
 Social Media – Measure the impact of social
conversations across all traffic channels
 Online PR – Measure the impact of online PR and news
coverage across all traffic channels
 Search - Measure the impact of social media, PR and
video on driving brand related search activity
 Bookmarks – Measure what portion of the bookmark
traffic was influenced by social media, PR and video

13. Social Media Measurement

14. Social Media Landscape
Already Established…
133,000,000
The number of blogs indexed by Technorati as of Jan „09

15. Social Media Landscape
With A Large Audience…
3 out of 4
Americans are actively using and
engaged with social technology
Source: Forrester, The Growth Of Social Technology Adoption, 2008

16. Social Media Landscape
And Growing…
3X
The rate at which time spent on
social networks is growing
compared to the overall internet
rate, accounting for 10% of all
internet time.
Source: Nielsen, Global Faces & Networked Places, 2009

17. Social Media Landscape
Lower Acquisition Costs…
56%
The percentage of which online PR is less
56%
expensive than CPC.
56% 56%
Source: Marketing Experiments

18. Social Media Measurement
Brand Manager, Corporate Communications Online Marketer
Customer
Stage Awareness Influence Action
Measurement Output Outtake Outcome
What
What are they saying about What does it mean to your
Who’s talking about you?
you? business?
Sample
Brand association, message
Metrics Share of voice, advertising, # Site visits, registrations,
awareness, qualitative
of mentions, # of views conversions, ROI
assessment
Popular Google, Visible Technologies,
BuzzLogic, BuzzMetrics,
Tools Radian6, TrackUr,
Techrigy, Cymfony, Visible Web Analytics
BuzzMetrics, Technorati,
Technologies
Cymfony, Techrigy
Increased Measurement Value

19. POLL

20. Social Media Examples
Measurement Output Outtake Outcome
Metrics # of views (across YouTube, Retweets, tone, number of How many people visit
Metacafe, etc.), # of tweets comments on YouTube businessol.com or catfish.cc?
How many leads are
generated as a result?
Sample Tools YouTube, Google, Twitter YouTube, Twitter Web analytics with view-
through

21. Video Traffic

22. View-Through vs. Click-Through

23. Online PR Measurement

24. Example: Online PR
PR Firm Push
Measurement Output Outtake Outcome
Metrics # of times picked up, # of Brand Monitoring, Reputation How many people to site
bloggers, Advertising Awareness, Influence, Page have viewed the PR or blog
equivalency Rank coverage?
How many conversions
resulted from the campaign?
Tools Google, VMS, Cision, Techrigy, BuzzLogic, Visible Web analytics with view-
TrackUr, DNA 13, Cymfony, Technologies, Cymfony, through
Technorati Technorati

25. Case Study: Press Release A/B Test
Press Release Press Release A Press Release B
Criteria Same release date, same distribution Same release date, same distribution,
criteria, messaging A messaging B
Distribution Stats Number of impressions: 69,852 Number of impressions: 59,865
Number of reads: 1,865 Number of reads: 1,684
Number of pickups (blogs/articles): 12 Number of pickups (blogs/articles): 8
Number of tweets: 37 Number of tweets: 7
Site Visits: 25 Site Visits: 139
Site Conversions: 3 Site Conversions: 16
Conversion Rate: 12.00% Conversion Rate: 11.51%

26. PR Optimization
 What message works best?
 What outlet works best?
 What distribution is optimal?
 All possible because of view-through reports

27. Search

28. Last Click Attribution is Not Always Accurate
 Last Click Attribution refers to
crediting the last click that a user
made to a site conversion.
 In reality, conversion may have
been caused by a number of
touch points in the form of PR,
social media, video, etc.
 Understanding how these
assets affect your search
volume and conversion rate is
critical in determining which of
your online marketing initiatives
are most effective.

29. POLL

30. Brand Related Search
 The majority of corporate search traffic is brand specific.
 Until now, there was no easy solution to understand which digital
assets drive brand related traffic from search.
 View-through enables marketers to identify which non-linked
content (PR, social media, video, etc.) drives the most brand
related search activity and conversions.

31. Brand Related Search

32. Non-Brand Related Search
 The same digital assets that drive brand
related search may also help to generate
non-brand related search.
 View-through technology identifies the
segment of “generic” search traffic that
was exposed to digital assets being
tracked.
 Helps identify which marketing campaigns
have the most influence in capturing non-
brand related search.
 Can also be used to identify multiple
search query behavior.

33. Bookmarks

34. Bookmarks
 “Bookmarks” act as a catch-all
scenario in web analytics programs.
 This can include many different
scenarios where there is no referrer,
including:
 E-mail
 Re-direct
 Actual Bookmarks
 Directly Typed
 View-through data gives insight into
the origin or influencers of this traffic.

35. Expert Analysis, Insight, and
Recommendations
 Better Tools and Segmentation
 New Dimension of Data
 Combined
 More Holistic View of Visitors and Visitor Behavior
 New Insights and Implications
 Optimization of Each Facet of the AIDA Model

36. Thank You!
Any Questions?
Contact: Ray “Catfish” Comstock: Ray.Comstock@BusinessOL.com
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