View
104
Download
0
Category
Tags:
Preview:
DESCRIPTION
In the age of Interactive marketing we have precise information about which programs are working, this presentation will share: - What to look at in Google Analytics - How to baseline your competitor’s activities - Social Media Measurement - Exit Surveys - Facebook Insights, YouTube Insights - Read the minds of your customers - Free and Paid Tools
Citation preview
• 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
Recommended