eden-meausurement-analytics
DESCRIPTION
Measurement and AnalyticsTRANSCRIPT
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Measurement & Analytics
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Resources
• http://analytics.blogspot.com/• http://www.smartinsights.com/strategy/digital-marketin
g-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/
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SMART KPIs
SMART stands for goals or KPIs that are:
• Specific. Is the objective applied to measure real-world problems an opportunities
and drive performance?
• Measurable. Can a quantitative or qualitative attribute be used as a measure?
• 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!
• Relevant. Can the information be applied to the specific problem faced by
organisations?
• Time-related. Does the goal cover a period like month, quarter or year?
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Online Marketing Key Performance Indicators
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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
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Typical Trackable KPIs
• 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
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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
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Simple KPI Framework
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Google Analytics
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Add GA Code
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Tracking Txns
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Ways to Monitor Site Performance
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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 Sites10% Campaigns
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Check Visitor Loyalty & Recency
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Recency
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Length of Visit
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Landing Page Performance
• Landing Page Performance
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Custom Alerts
Tip: Use Custom Alerts in your system
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Segmenting your audience by setting up advanced segments
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Segmentation
• Key referring segments:
• Search
• Paid vs Natural
• Branded vs non-branded
• Email marketing
• Affiliates
• Social media
• Don’t forget:
• New vs returning/customer non-customer
• First and last referrer. Use attribution scripts:
http://www.google.com/support/forum/p/Google+Analytics/thread?tid=0e672a6afb56558c&hl=en
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Segmenting Search
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Other Segmentation Options1. Segmentation by Referrer / Traffic source:• Paid• Natural• Paid and natural brand and non-brand• By number of keywords – 2,3,4• Social media 2. Segmentation by Visitor Type• New visitor• Returning visitor• Registered visitor• Customer
3. Segmentation by Engagement• 5 pages,• <3 pages
4. Segmentation by Content Viewed • Key landing page• Product page• Checkout complete• Folders for large organisation
5. Segmentation by Landing Page Type
6. Segmentation by Event:• Conversion goal types and E-
commerce
7. Segmentation by Platform (less important)
• Browser• Screen resolution• Mobile platforms
8. Segmentation by Location • Main markets• UK• US• FIGS• ROW
+ By behaviour – search and browse
See
http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/
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Modifying profile setup within “Google Analytics Settings”
Customisation technique 5Goals and funnels
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Filter example
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20 goals in GA so group them!
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Setting up conversion goals
► Remember to►Setup multiple conversion goals►Attach notional value to each►Can then assess $Index value by referrer and content
► Ecommerce sites have specific product value attached so generally best not to add value to non-sales goal
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Conversion funnels► These can be setup for each conversion goal► Example: Email sign-up, Landing page, checkout► Consider higher level funnels – or use conversion goals for these
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Simple funnel setup and what NOT to do
Gotchas 1. The match type also applies to the funnel care with exact match Gotchas 2. Not actually the URL start with /<page>
Gotchas 4. Missing/wrongly assigning goal value
Gotchas 5. Required step may exclude some behaviour e.g. entry deeper into funnel
Gotchas 3. Including a trailing slash /
http://www.lunametrics.com/blog/2008/06/25/funnel-problems-google-analytics/NB – Segmenting funnel: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics/
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Segment your funnels!
Source: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics
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Voice of Customer
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Use Feedback tools for…“Why” not “What”
http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/
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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” .
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Voice of the customer
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Gaining site and business innovation ideas through Uservoice
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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