Measurement and Analytics

1. Measurement & Analytics

2. Resources http://analytics.blogspot.com/ http://www.smartinsights.com/strategy/digital-marketing-strategy/ http://www.kaushik.net/avinash/ (google evangelist) http://www.advanced-web-metrics.com/blog/ http://twitter.com/#!/brianclifton http://twitter.com/#!/davechaffey http://www.roirevolution.com/blog/ http://online-behavior.com/ http://online-behavior.com/

4. Measurable. Can a quantitative or qualitative attribute be used as a measure?

5. Actionable. Can the information be used to improve performance? If the objective doesn’t change behaviour in staff to help them improve performance, there is little point in it!

6. Relevant. Can the information be applied to the specific problem faced by organisations?

8. Measurement Key Performance Indicators Measures that help you understand how you are doing against your objectives. highlight success, or failures, for the objectives you have created for your organization Business Objectives: Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs

9. Typical TrackableKPIs Increase Rate & Value of Conversions Increase Average order size (ecommerce apps) Increase Customer Lifetime Value Increase Average Revenue Per User Reduce Cost per Lead & Cost Per Sale Reduce Core Bounce rates Increase Frequency and Return rates Reduce Abandonment rates

10. Metrics Traffic Related Statistics # Page Views, Visits, Unique Visitors Channel Statistics Decomposition of Organic, Paid, Email, Direct etc.. Social Stats # of Twitter, FB, Blog, LinkedIn followers/comments # of 3rd Party Links Partners, Referrals, Promotions, Affiliates # of Newsletter signups # of Site Specific Downloads Webinar Views, Articles, Whitepapers, podcasts

11. Simple KPI Framework

12. www.smartinsights.com www.davechaffey.com/Spreadsheets

13. Google Analytics

14. Add GA Code

15. Tracking Txns

16. Ways to Monitor Site Performance

17. Acquisition Strategy How good is the acquisition strategy? Traffic Sources Report. Around 40% to 50% Search is normal 20% or so Direct Traffic. 20% to 30% Referring Sites 10% Campaigns

18. Check Visitor Loyalty & Recency

19. Recency

20. Length of Visit

21. Landing Page Performance Landing Page Performance

22. Custom Alerts Tip: Use Custom Alerts in your system

23. Segmenting your audience by setting up advanced segments

25. Search

26. Paid vs Natural

27. Branded vs non-branded

28. Email marketing

29. Affiliates

30. Social media

31. Don’t forget:

32. New vs returning/customer non-customer

33. First and last referrer. Use attribution scripts:http://www.google.com/support/forum/p/Google+Analytics/thread?tid=0e672a6afb56558c&hl=en

34. Segmenting Search

36. Screen resolution

38. UK

39. US

40. FIGS

42. Natural

43. Paid and natural brand and non-brand

44. By number of keywords – 2,3,4

46. Returning visitor

47. Registered visitor

50. Product page

51. Checkout complete

52. Folders for large organisation+ By behaviour – search and browse http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/

53. Modifying profile setup within “Google Analytics Settings” Customisation technique 5 Goals and funnels

54. Filter example

55. 20 goals in GA so group them!

57. Setup multiple conversion goals

58. Attach notional value to each

59. Can then assess $Index value by referrer and content

61. Example: Email sign-up, Landing page, checkout

63. Segment your funnels! Source: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics

64. Voice of Customer

65. Use Feedback tools for…“Why” not “What” http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/

66. http://www.4qsurvey.com/ “Bad web site. Difficult to find item as no search box provided for short cut” “I can't find any prices on your website” “Would like to see where I can buy products from” .

67. Voice of the customer

68. Gaining site and business innovation ideas through Uservoice

69. Tools http://analyticsvisualizations.appspot.com/juicekit/AnalyticsVisualization.html www.wordle.net www.iperceptions.com www.kamplyle.com www.getsatisfaction.com www.uservoice.com www.polldaddy.com www.surveymonkey.com