ANALYTICS AND MEASUREMENT

MBA Program, Advertising & MarketingCourse: Digital Marketing and Social Media

Dvir Reznik dvirreznik.com @dvirreznik

STAR TREK & ANALYTICS (VIDEO)

Analytics Metrics Lifecycle Process

Everything can be measured

The world of (Google) Web Analytics

Definitions – SEM and SEO

Google Analytics, hands on (demo)

Goals, A/B Testing, Funnel, In-page analytics

Social Marketing Analytics

Google AdWords – Tips for 1st time users

AGENDA

RECOMMENDED READING/RSS-ING

Google Analytics Blog: http://analytics.blogspot.com Avinash Kaushik: http://www.kaushik.net/avinash/ Jeremiah Owyang: http://www.web-strategist.com/blog/ CMO.com: http://www.cmo.com/blogs/web-analytics GA Youtube channel: http://www.youtube.com/googleanalytics

Books/PDFs Web Analytics – An Hour A Day – Avinash Kaushik Web Analytics 2.0 – Avinash Kaushik Advanced Web Metrics with GA – Brian Clifton Gartner: Key Challenges in Web Analytics – Bill Gassman Altimeter Group: Social Marketing Analytics Forrester: Appraising Investments in Enterprise Analytics

EVERYTHING (CAN) SHOULD BE MEASURED

Are you using a web analytics tool?

WEB ANALYTICS

Over 30 different web analytics tools Google Analytics was introduced Nov 2005. A week after launch

Google froze new registrations due to overwhelming demand Today, GA can be found at almost 60% of the 10,000 most

popular websites (WW), and 80% of the 100,000 most popular websites

Disadvantages of using a cloud-based web analytics JS code can be blocked by browser add-ins or the user Not all cellphones support JS in their mobile browsers A user can either block or delete the cookie Privacy issue

SEO – TERMS AND DEFINITIONS

The question The metric

Who came to my site Unique visitors

From where did the user arrive to my site

Referring URL, Search Terms, Direct Traffic

What did the user do while visiting my site

Entry pages, page views, average time on site, page views per visitor

What issues did the user encounter while visiting my site

Browser version, Operating systems, Navigation path, Exit pages

SEM – TERMS AND DEFINITIONSHigh or Low? The meaning The metric

2%-3%, higher is better

Clicks-----------------Impressions

CTR: Clickthrough Rate

n/a Online advertising model

PPC: Pay per Click

lower is better How much do I spend to get a sale

CPA: Cost per Acquisition/Action

higher is better Conversions--------------------

Clicks

Conversion rate

lower is better How much do I spend to get a customer to

my site

CPC: Cost (Value) per Click

GOOGLE ANALYTICS – HANDS ON (DEMO)

ADVANCED METRICS

+20% sign ups

+250% opt-in rate

+5% download rate (A/B/C testing)

FUNNEL, GOALS

IN-PAGE ANALYTICS, ADVANCED SEGMENTS AND

FILTERS (VIDEO)

SOCIAL MARKETING ANALYTICS

Social Marketing Analytics is the discipline that helps companies measure, assess andexplain the performance of social media

initiatives in the context of specific businessobjectives.

There is currently no single vendor that can effectively measure all

aspects of social media.

Source: Social Marketing Analytics report, The Altimeter Group, April 2010

SOCIAL MARKETING ANALYTICS

GOOGLE ADWORDS

ADWORDS ADS GUIDELINES

Textual Ad title up to 25 characters Product/service description: 2 lines, up to 35 characters in each line Displayed URL: up to 35 characters

Image Static (JPG, PNG), Animated (GIF) or Flash 8 possible formats (image size) Weight: up to 50Kb Flash: up to 30sec, 15-20 frames per second

Family Status: Family Safe, None-Family Safe, Adult Sexual Content No funny business: Windows/Mac/Linux pop-up boxes, System Errors, Mouse

effects, etc

Google AdWords Advertising Policy

10 TIP FOR 1ST TIME GOOGLE ADWORDS USERS

Use your keywords in the ad itself (Google will highlight once searched)

Create several Ad Groups, with fewer keywords in each group Create, test, analyze several ads in each Ad Group, both textual

and image ‘Free’ boosts performance (clicks, actions, conversion) Thin slice your audience – designated landing pages Schedule your campaign according to user trends (Weekdays) Use negative keywords Use Site Exclusion See what your competitors are doing

Analyze, Analyze, Analyze

THANK YOU

MBA Program, Advertising & MarketingCourse: Digital Marketing and Social Media

Dvir Reznik dvirreznik.com @dvirreznik