analytics for the marketer

Marketing Analytics

Ana NicholsSEO Account Manager

www.451Marketing.com

617-259-1605

anichols@451marketing.com

linkedin.com/in/ananichols

@AnaNichols

National Public Relations, Social Media, and Search Marketing Agency Founded in 2004

Headquartered in Boston and representing Los Angeles, New York, San Diego, and Las Vegas

Recognized as a 2011, 2012, 2013an award recognizing the fastest growing private companies headquartered in Massachusetts

About 451 Marketing

Half of the money I spend on advertising is wasted; the trouble is I don’t know which half.

-John Wanamaker (1838-1922)

5,134,000,000 Per Day

Worldwide, 1,873,910,000,000 searches conducted on Google last year.

554.7 Million

225Million

130 Million

500 Million

1 Billion

What do we measure?

clicks

views

downloads

media mentions

sharespurchases

keyword performance/effectiveness

impressions

unique visits

What You Measure Should Be Based on Overall Sales,

Marketing, and Brand Goals

• Tools for General Market Trending

• Paid Search Tools

• Social Tools

• SEO Tools

• The Big Picture

• Q&A aka “Ana, How Do I Measure This?”

Agenda

General Market Trending Tools

http://www.compete.com/

See traffic data for over 1 million sitesDiscover competition and related sites

Monthly email reports of sites you're interested inCompare multiple sites in one graph

• Create apps, tools, and graphs to visualize data

• Plan advertising campaigns based on consumer behavior

• See impact of previous advertisements

• See marketing strategy of competitors

• 2 years of metric data

• Compare multiple domains at once

• See keyword search success of competitors

Premium

http://www.experian.com/hitwise/

http://www.semrush.com/

Paid Search Tools

www.google.com/AdWords

Create ads and choose keywords which are related to your business

Pay only for results

Start with any budget

•Cost Per Thousand ImpressionsCPM•Cost Per ClickCPC•Cost Per LeadCPL•Cost Per AcquisitionCPA

Standard Ad Pricing Lingo

http://www.marinsoftware.com

AdvertisingAnalytics

SEO Tools

Social Media Tools

http://hootsuite.com

Fully-customizable dashboard of social media contentSync multiple social media accounts

• Schedule content

• Allows for integration of internet apps such as YouTube (advantage over TweetDeck)

• Organize lists, trends, interactions, and tweets

• Pro Version allows for integration of Google Analytics and Facebook Insights

www.facebook.com

• Real-time graph of all page posts and impact (interactions, reach)

• Shows percentage change over time

• See how users access your page (web or mobile)

• See how many people check in to your venue

• See demographics of users accessing your page

• Weekly email updates

SEO Tools

http://www.conductor.com/searchlight

www.google.com/analytics/

User can control what data they view and customize reports

Real-time reporting

Track social campaigns

Track digital advertising

The Big Picture

Attribution Conversion Path

Social Signals Referral Traffic

Shoe Website“451 Shoes”

Face

book

Organic Search

“Cool Shoes”

Display ADPPC AD

“451 Shoes”

The Big Picture CONVERSION

Which channel get’s the credit?

The Big Picture

Shoe Website“451 Shoes”

PPC AD

CONVERSION

Top Conversion Path Report

The Big Picture

ROI Per Channel

The Big PictureOverarching Business Goal

Questions?

Marketing Analytics