Blue Zoo Creative Web and Social Analytics Seminar, February 2014

2/11/2014

Who we are – Collin Condray 18 years experience in

web development

Retail data analysis for

multi-billion dollar companies (3M and

Tyson)

Social media

marketing

Agency experience

with Collective Bias

and Saatchi X

Who we are – Eric Huber Over 25 years as a

graphic designer for both small businesses and Fortune 500 companies

Marketing, advertising, and graphic design for small businesses

Award winning designer

Instructor for the New Design School

This presentation might

already be obsolete!

Not everything in this

presentation will apply to

you!

Please Ask Questions!

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Why Analytics

“What gets measured

gets managed.”

-Peter Drucker

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Data Is Everywhere Computers make it easy

to store digital

interactions

Typically you have

access to this information

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Better Tools Services are providing

more than just the raw

data

Graphs, charts, and other

insights are now built in

Raw data downloads are

still available

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Downsides Data is largely fractured

Analysis Paralysis

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What Can You Do With The

Measurements?

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Change design

Finding effective

content

Change external marketing mix

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Why Google Analytics (GA) Free*

Easy to install

Lots of details

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How Does It Work Little piece of code on all

pages of your website

Can leave it off of pages

you don’t want to track

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Downsides Doesn’t track everyone

Visitors cookies need to

be enabled

Requires Google account

Privacy

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Vs. Other Packages Webalizer

Analog

Webtrends

Uses the raw server logs

Lots of noise

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Interaction With Google

Search Does send info about

your site and your visitors

back to Google

“If a service is free, you’re

the product.”

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Visits and Pageviews Visits-how many

individual people visit the

site

Pageviews-total number

of pages that visitors have viewed on the site

Sometimes called “hits”

interchangeably

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Pages/Visit and

Avg. Visit Duration Pages/Visit -number of

pages/divided by the

number of visits

Avg. Visit Duration

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% New Visits and

Unique Visitors % New Visits -how many

visitors to your site are first

time visitors

Unique visits-number of

unduplicated visitors during the current time

period

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Bounce Rate Percentage of visits that

go only one page before

exiting a site

Use A/B testing and

mouse tracking to determine what keeps

people on your site

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Location

and Language Location from your ISP

Language from your

web browser

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Behavior: New vs. Returning A measure of how

compelling the site’s

content is.

Returning visitors: is there

a favorite category or

section of the site that they’re revisiting?

New visitors: are you

updating enough?

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Mobile % of mobile, devices Do you need a better

mobile experience

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Responsive Mobile

Traffic Sources - Search Organic

Paid

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Traffic Sources - Referral Include social sharing

buttons on your site

Guest post on other websites and include

your link in the post

Web site fields on site profiles

Forum posts

Comments

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Traffic Sources - Direct Directly typing your

website into the browser

Clicking on a link in an email

Using a browser’s

bookmark

Clicking a link

embedded in a

document, PDF, excel, or

other file

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Visitor Flow Source

Location

Technology (ex. desktop

vs. mobile)

Digital ads

Keywords

Drop off rates tell you

where you losing your visitors

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Conversions What do you want the

visitor to do?

Fill out a contact form

Sign up for a mailing list

Click on a chat widget

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Goals - Ecommerce Add product to cart

Go to cart

Review cart

Input payment information

Confirm payment

information

Thank you for purchasing!

Many eCommerce

packages build this in since

GA is everywhere

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Google Analytics

Social Reporting Tool How does social

media affect goals

Which networks drive

traffic

Where people are

discussing your

organization

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Measure – Hard Metrics Easy to do with

eCommerce but harder

to do with services.

Need to create custom

web addresses to share to track in detail.

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Complements Analytics Impressions vs. Clicks

Top Queries/Top Pages

Search Appearance

Indexing Issues

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Measure – Soft Metrics

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Number of followers on social media networks

Number of posts, comments, Tweets, etc.

Key influencers, who already have a following that is talking about you

Share of conversation

Measure

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What are they saying?

Are they saying good or

bad things about you? Are

the good comments

increasing?

Where is the conversation

occurring? (blogs, news

sites, forums, social media

sites)

Measure – Hard

Metric Comparisons

Pay Per Click (PPC) =

Cost Per Click (CPC)

Cost Per 1000 Impressions

(CPM)

Get comparison rates

from Google or Facebook ads

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Insight Areas Likes

Reach

Visits

Posts

People

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Likes Analytics Number of Likes

Number of Unlikes

Source of Likes

Ads

Page Suggestions

Your Page

Mobile

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Reach Insights Number of People who

saw posts on your page.

Actions taken on posts

(like, share, comment)

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Visits Insights Page and Tab visits

Tab importance

Checkins

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Posts Insights Times and dates of visits

Most effective post

types

Which posts are have highest reach and

engagement

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People Insights Demographics

Location

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Facebook-EdgeRank Affinity – relationship with

object (is this person a friend or did they just Like something)

Weight-type of post (images have the highest weight)

Time Decay-decreases as content ages

edgerankchecker.com

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∑ = Ue x We x De

= Affinity x

Weight x

Decay

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Timeline Activity Mentions

Follows

Unfollows

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Timeline Activity Favs

Retweets

Replies

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Follower Information Number of followers

Interests

Location

Gender

Who your followers follow

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Pinterest Analytics Only on business

accounts

Similar metrics to other

social networks

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Pinterest Metrics Pins

Pinners

Repins

Repinners

Impressions

Reach

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Clicks

Visitors

Most Recent Pins

Most Repinned

Most Clicked

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Hootsuite Reports from multiple

social media networks in

one place

Some reports require a

pro account

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Link Shorteners Example: Bit.ly

Integrates with lots of

services (ex. Twitter)

What percentage of your clicks contributed to the

overall number of clicks

on that link

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Click Tale How visitors are

interacting with your site

What they are pausing

their mouse over

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Paid Tools Sprout Social

Radian 6

SocialBro

Twitalyzer

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Vs. Comparison Vs. Last Period

Vs. YAG

Vs. Industry

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Competitors or industry Google analytics lets you

select your industry

Many social media

metrics are open for

public viewing

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Vs. Comparison Vs. Last Period: +76%

Vs. YAG: -28.5%

Vs. Industry

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collin@bluezoocreative.com

Twitter.com/ccondray

9/26/2012

collin@bluezoocreative.com

Twitter.com/ccondray

479-966-9575

2/11/2014