1. Digital Marketing Guide
Learning
DIGITAL METRICS

2. Define Your Digital Metrics
Measure your digital goals
Activation Retention Acquisition

3. Activation
What Users Do on First Time

4. Measurement based on :
• 10 – 30 seconds
• 2-3 page views
• 3 – 5 clicks
• 1 key feature usage
Marketing Channels :
• Affiliates
• App & Widgets
• Business Development
• Blogs
• Campaigns, Contests
• Direct, telephone, TV
• Domains
• Email
• Lowest cost
• SEM (Search Engine Marketing)
• SEO (Search Engine Optimization)
• Social Media & Social Networks
• PR
Domain.com

5. • Click button in landing page
• Register / sign up
• Recommend to friends
• Low bounce rate
Activation Goals

6. • Pages per visit
• Time on site
• Conversions
Key Metrics To Track

7. • Google Website Optimizer (A/B & Multivariate Testing)
http://google.com/websiteoptimizer
• Crazy Egg (Visual Click Mapping)
http://crazyegg.com
Activation Tools

8. Retention
How Users Come Back

9. Cohort Analysis :
• Distribution of visits over
time
• Rate of decay
• Effective customer lifecycle
Retention Methods :
• Automated Emails
Track open rate / CTR / Quantity
• RSS / News Feeds
Track viewed / CTR / Quantity
• Widgets / Embeds
Track Impressions / CTR / Quantity
Domain.com

10. • 1 – 3 visits per month
• 20% open rate / 2% CTR
• Long customer life cycle
Retention Goals

11. • Sources
• Quantity
• Conversions
• Visitor Loyalty
• Session Length
Key Metrics To Track

12. • Google Website Optimizer (A/B & Multivariate Testing)
http://google.com/websiteoptimizer
• Crazy Egg (Visual Click Mapping)
http://crazyegg.com
Retention Tools

13. Acquisition
How To Engage Users

14. Measurement based on :
• Best performing (%)
• Largest volume (#)
• Lowest cost ($)
Acquisition Methods
Marketing Channels :
• Affiliates
• App & Widgets
• Business Development
• Blogs
• Campaigns, Contests
• Direct, telephone, TV
• Domains
• Email
• Lowest cost
• SEM (Search Engine Marketing)
• SEO (Search Engine Optimization)
• Social Media & Social Networks
• PR
Domain.com

15. Acquisition Keyword Vocabulary
Things to analyze :
• Sources
• Volume
• Cost
• Conversion
Top 10 – 100 words :
• Your products
• Customer needs
• Competitor’s products
• Misspellings

16. Acquisition Key Metrics to Track
Source Google AdWords
• Quantity (#)
• Cost ($)
• Conversions (%)

17. Acquisition Acquisition Tools
• Google Analytics
http://google.com/analytics
• Google Keyword Tool
http://adwords.google.com/select/KeywordToolExternal
• SEO Book Tools
http://tools.seobook.com

18. What’s Your Message?DIGITAL METRICS
@annisapufa
http://annisapurbandari.com