Online Marketing and Data Analytics

Mike Hourigan

Current Marketing Strategies

Big 4• SEO: Search Engine Optimization • SMO: Social Media Optimization • Paid Advertising: PPC, CPM• CPA: Cost Per Action (Performance/Affiliate Marketing)Other • Email- Email blasts, newsletters. Gradual decline with spam

filters and spam laws. • Article Marketing/Online PR- Mentions in Tech Crunch,

Mashable, NYT, WSJ and other prominent publications/blogs • Video- User-generated “How to“, “Product review“, and

“Genuine reaction“. Pre video spot ads on Youtube, abc.com, Hulu.com etc.

SEO• Improving rankings of a website or web page in unpaid

“organic” search results 1. Write content that uses words and phrases used by

people who search for your product or others like it2. Build links to your pages to show they are important

(social media)3. Keep doing it!

• Google Penguin (2011) and Panda (2012)• Penalizes Keyword stuffing, link cloaking, duplicate content and general low-quality sites

SMO• A form of marketing driven by word-of-mouth, meaning it

results in earned media rather than paid media.• Large effort by marketers to make content easily exportable to

social media• Social media feeds into the “discovery” of new content such as

news stories and products and services • Social media helps build links that in turn support into

SEO efforts

Paid Advertising • Paid placements in the forms of links and banners • PPC (pay per click) campaigns let you determine exactly who

comes to your website and from what source • You only pay for clicks to your site. If the person sees your link, but

does not click through, this is called an impression and you don’t pay for it.

• Rates on Yahoo!, Google AdWords and Bing range from $.05 - $5 per click

• CPM (cost per 1000 impressions) • Typically reserved for prominent sites with greater than 25,000 UV’s

per month• No promise of referring traffic

*Both can be VERY costly and risky. If you don’t know what you’re doing, ROI can be dismal.

CPA• Affiliate marketing and other performance campaigns • Merchants and Affiliates create accounts on Affiliate marketing

networks• Cj.com, Shareasale.com, Linkshare.com, Google Affiliate Network

• Affiliates are given free access to company banners and links• Place links on their sites and cookies are attached to users

who click on them• Commissions are paid in tiers according to referred leads and

sales• Affiliate recruitment for specific niches• Monitoring Affiliate fraud • In-house managers and OPM’s

CPA cont.

Call to action. Different sizes. Deep linking.

Analytics

1. Traditional Web Analytics • Use to understand where visitors come from, what users do on

your site and what content is most popular / effective• Google Analytics, Yahoo! Web Analytics, Woopra

2. Brand Monitoring/Reputation Management• Google Alerts (for competitors as well)• Tweetbeep • Radian 6, Argyle Social

3. Eye Tracking • Eye tracking heatmaps show us what parts of the webpage get

the most attention, and how behavior may change according to design. A/B split testing.

Analytics cont.

4. Click Tracking • Similar to eye tracking, we can see exactly where users click and

how their mouse moves• Helpful in designing user-interface and uncovering high click, non-

linking areas of the site. • Click Tale, Crazy Egg

5. Mobile • Traditional analyticstools don’t adequately track mobile stats• Most cellular browsers delete cookies after closure• Older devices can’t be tracked well• Location based information isn’t as accessible as you think

Analytics cont.

Eye tracking split test

Click tracking Google Analytics Keyword Filter

The Future of Digital Marketing• Search has expanded beyond Google. Marketers must now

consider other search channels such as internal Facebook search, Twitter search and mobile search as channels where customers are looking.

• Blogs will continue to be the most powerful brand building force new online ventures have. Trust is only rivaled by earned social media. Guest-posting is HUGE.

• With mobile internet usage and mobile search already ahead of desktop, behavioral and geotargeting apps will continue changing the way ads are sold and consumed online.

• Email marketing is DEAD. We must keep testing and pumping $ into other outlets

Questions