mastering metrics - ten critical analytics€¦ · boca raton, florida presented at: aclea 48th...
TRANSCRIPT
Mastering Metrics – Ten Critical Analytics and
Performance Measurement Strategies for Interactive Marketing
By:
Jay Berkowitz CEO, Ten Golden Rules
Boca Raton, Florida
Presented at: ACLEA 48th Annual Meeting
July 28 - 31, 2012 Denver, Colorado
Jay Berkowitz
Boca Raton, FL Ten Golden Rules.com
Jay Berkowitz is a senior online marketing professional with over twenty years of marketing experience. He has managed marketing departments for Fortune 500 brands: Coca‐Cola, Sprint and McDonald's Restaurants, and has developed online and offline strategies for AT&T and leading health and fitness website eDiets.com. Mr. Berkowitz is the author of The Ten Golden Rules of Online Marketing Workbook, the Founder and CEO of www.TenGoldenRules.com, a strategic online marketing consulting business based in Boca Raton, Florida, and the host of the Ten Golden Rules of Internet Marketing Podcast. Mr. Berkowitz is a popular presenter at conferences and events such as Ad‐Tech, Affiliate Summit, Webmaster World, The Direct Marketing Association, The American Marketing Association and The CEO Executive Forum. He is the Research Co‐Chairman for SEMPO, the Search Engine Marketing Professionals Organization, a Founding Board Member of The South Florida Interactive Marketing Association a Past President of the South Florida Chapter of The American Marketing Association, the Gold Medal winner at the Association of Women in Communications PR Olympics and the recipient of two SOFIE Award nominations.
Mastering MetricsTen Critical Analytics Strategies for Interactive Marketing
Jay Berkowitz TenGoldenRules.com
• 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
Recent MediaFOX TV
Recent MediaWall Street Journal
Search and Social Media Agency
U San Fran Internet Masters Certificate
InternetMarketingClub.org
Mastering MetricsTen Critical Analytics Strategies for Interactive Marketing
Jay Berkowitz TenGoldenRules.com
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
Exit Survey ‐‐ The 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’
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
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
• Create a Channel
• Views, Subscriptions, likes, comments, shares, favorites
6. YouTube Insights
• 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
adwords.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
Compete.comMonthly Unique Visitors to a website
SEO Quake Toolbar
Google PageRank 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
1.5 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 traffic
2. Exit Surveys
3. Conversion!
4. Facebook Insights
5. Facebook Conversion
6. YouTube Stats
7. Other Analytics tools
8. How to read the minds of your customers
9. Competitive Analysis ‐ baseline competitor activity
10. 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.com
561‐620‐9121