• In the age of Interactive marketing we have precise information about which programs are working

• How to baseline your competitor’s activities• Social Media Measurement • Read the minds of your customers• Free and Paid Tools

Mastering Metrics Ten Critical Analytics and Performance Measurement

Strategies for Interactive Marketing

#1 Google Analytics

analytics.google.com

Analytics Overview

7,087,968 Visits1,175,099 ‘Unique Visitors’

8.88 Pages/Visit14:04 duration

17.60% Bounce Rate16.19% new Visits

Compare to 1 year ago

Traffic Sources

Traffic Flow

Exit Rates

The Wrong way to measure SEO

SEO performance should be measured by traffic and Goals

New Real Time Analytics!

• Add to your site!• Track trends!

– Visits (not Hits)– New Visits– Pages/Time on Site– Bounce Rate– Traffic Source– Exit rates– Real SEO Results– Sales Funnel– Real Time

1. Google Analytics

#2 Exit Survey Analytics = What. Now let’s ask Why?

1. Based on today’s visit, how would you rate your site experience overall?

2. Which of the following best describes the primary purpose of your visit?3. Were you able to complete the

purpose of your visit today?4a. (If yes) What do you value most about

the [sitename] website?4b. (If no) Please tell us why you were not able to fully complete the purpose of your

visit today?

• Analytics tell us what• Exit surveys = Why

– What was the primary purpose of your visit?– Were you able to complete the purpose of

your visit today?– (If no) why not?

2. Exit Survey ‘The Why’

3. Conversion

Conversion!

• Purchases in eCommerce• Downloads, eNewsletter signups,

free calculators, video views etc.• AdWords Conversion tracker or

analytics

3. Conversion

563 likes403 shares

14 comments

1,427 likes1,246 shares18 comments

4. Facebook Insights“Engagement”

45,519 Likes21,244 Talking About This

46.7%

Facebook Insights

Likes: Demographics and Reach

• Likes and interaction: content likes, comments and shares

• Insights = demographics, reach, engagement

4. Facebook Insights

Facebook Advertising

Likeographics

Google URL Builder

Sample URL: http://www.internetmarketingclub.org/?utm_source=Facebook&utm_medium=PPC&utm_campaign=Competitor

• Use Google URL Builder to get Facebook Conversions

5. Facebook Conversion

YouTube Insights

YouTube Insights

YouTube Insights

• Create a Channel• Views, Subscriptions, likes, comments,

shares, favorites

6. YouTube Insights

7. Other Analytics Tools

• Google Analytics (bought Urchin in 2006)

• Four Big Vendors: Coremetrics (IBM), Omniture (Adobe), WebSide Story (Adobe), WebTrends

• Mid-Market Vendors: Unica, indexTools, ClickTracks

• Open Source products: AWStats, Webalizer, StatCounter

7. Other Analytics Tools

* Analytics And Hour a Day, Avinash Kaushik

8. Keyword Researchadwords.google.com/o/KeywordTool

WordTracker – Keyword Discovery

• Read the minds of prospects and customers

• Use for SEO, PPC, content development, product development, competitive analysis

8. Keyword Research

9. Competitor Analysis -- Compete.comMonthly Unique Visitors to a website

SEO Quake Toolbar

Google Page Rank 4/10

The site is 1,549,919th ranked by Alexa for traffic.

(#1 is Google #2 is Facebook)

3,880 Pages Indexed ‘Read’

by Google

Google Pay Per Click – Keyword Spending

SEM Rush measures Search Terms listed on the first 2 pages of Google

• SEO Quake• Compete.com• SpyFu.com• SEMRush.com

9. Competitor Baseline

10. Social Media Monitoring1.5 Billion Facebook Posts/day

200 Million Tweets/day

Google Alerts

• Google/Yahoo Alerts• Search.twitter.com• Radian6• Visible Technologies, Converseon,

Synthesio, Networked Insights, Attensity, Lithium Technologies

10. Social Media Monitoring

1. Google Analytics - A free tool to understand web traffic2. Exit Surveys3. Conversion!4. Facebook Insights5. Facebook Conversion6. YouTube Stats7. Other Analytics tools8. How to read the minds of your customers9. Competitive Analysis - baseline competitor activity10. Social Media Monitoring

Mastering Metrics Ten Critical Analytics and Performance

Measurement Strategies for Interactive Marketing

• Top 10 / try 1 thing today!• Please ‘pay-it-forward’

– Join the Conversation – Be my friend! Linked In, Facebook, Twitter– Speaking Opportunities– Consulting, Search, Conversion, Affiliate, SEO PR

• Slides• …F/U…

Mastering Metrics Ten Critical Analytics and Performance

Measurement Strategies for Interactive Marketing

Jay Berkowitz www.TenGoldenRules.com561-620-9121

Recent MediaFOX TV

Recent MediaWall Street Journal

Search and Social Media Agency

U San Fran Internet Masters Certificate

InternetMarketingClub.org

• Top 10 / try 1 thing today!• Please ‘pay-it-forward’

– Join the Conversation – Be my friend! Linked In, Facebook, Twitter– Speaking Opportunities– Consulting, Search, Conversion, Affiliate, SEO PR

• Slides• …F/U…

Mastering Metrics Ten Critical Analytics and Performance

Measurement Strategies for Interactive Marketing

Jay Berkowitz www.TenGoldenRules.com561-620-9121