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ANALYTICS FOR 2014: THE NUMBERS THAT MATTER
BEFORE WE GET STARTED
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• Having technical difficulties? − Use the Q&A chat box to let us
know.
− If we can’t help you, call Citrix at 888-259-8414 for technical support.
− Or you can chat with a Citrix representative at www.citrixgcs.com/chat.
• To submit questions during the webinar, use the Q&A chat box.
• Everyone will receive a link to a recording of the presentation and a copy of the slide deck within 1 - 2 business days.
Today’s moderator:
Agatha Niedzwiecki Director of Marketing
WhatCounts
TWEET!
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Follow us on Twitter! @WhatCounts @ugigirl @timbrechlin Tweet about this webinar using #NumbersthatMatter
TODAY’S SPEAKERS
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Tim Brechlin Inbound Marketing
Manager WhatCounts
Joy Ugi Digital Marketing
Coordinator WhatCounts
WEBSITE ANALYTICS
Identify and measure based on: • Purpose of your
website • Goals • Key Performance
Indicators (KPIs)
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WEBSITE ANALYTICS
What are good KPIs?
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The numbers that show success for YOUR particular company.
WEBSITE ANALYTICS: AUDIENCE
Find out about your audience. • Gender and age information can help you develop buyer
personas and create appropriate content.
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WEBSITE ANALYTICS: TRAFFIC
Identify the sources of traffic coming to your website. • Organic, direct, paid, referral • Measure performance of your content on another
website.
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WEBSITE ANALYTICS: TECHNOLOGY
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• It is incredibly important to be monitoring technology usage of your website and email channels
• Mobile usage continues to skyrocket
• >50% of emails are opened on mobile
WEBSITE ANALYTICS: SEARCH
Track popular search terms used to find you. • Adwords data • Queries/keywords
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WEBSITE ANALYTICS: GENERAL
How long does it take for pages to load? • Should be no more than three seconds.
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WEBSITE ANALYTICS: GENERAL
Track the flow of your landing pages.
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WEBSITE ANALYTICS: GENERAL
Use in-page analytics to visually pinpoint website metrics.
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WEBSITE ANALYTICS: GENERAL
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Identify your domain authority score. • 1 to 100 score • The higher the score, the more legitimate ISPs
consider you to be.
WEBSITE ANALYTICS: GENERAL
Once in a while, compare your metrics to competitors’. • This can help you see if your own goal completions are way
below par.
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KEY PERFORMANCE METRICS
GENERAL • Sent
• Delivered
• Total/Unique Opens
• Total/Unique Clicks
• Click to Open Rate (CTOR)
• Hard/Soft Bounce
• Spam
• Unsubscribe
ECOMMERCE
• Average Order Value (AOV)
• Revenue Per Email (RPE)
• Conversion Rate (CVR)
SYSTEM REPORTING
Use the reporting tools within the email platform to analyze and compare numerous elements within your program: • Conversion Tracking • YOY Performance • Campaign to Campaign Performance • Link Tracking • Top Domains • Open/Click Timing Export this data into Excel to create tables and charts!
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MOBILE, MOBILE, MOBILE
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• According to Experian, >50% of emails are opened on mobile
• That is a broad email industry average, and it’s entirely possible – if not likely – your numbers are higher
• Cross-section of WhatCounts clients indicated mobile opens between 40-60%
SOCIAL MEDIA ANALYTICS: EMAIL
Identify the most popular social media outlets used by subscribers. • Treat those subscribers like the gold they are.
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SOCIAL MEDIA ANALYTICS: FACEBOOK
Facebook Insights helps you market smarter. • Post metrics provide actionable insights.
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SOCIAL MEDIA ANALYTICS: FACEBOOK
Demographic information identifies your audience. • Compare to email and website demographics.
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KEY TAKEAWAYS
• There’s no secret sauce for measuring analytics across web, email and social.
• Analyze metrics based on your own KPIs. • Metrics tell you what happened so you can figure out
why it happened. • Isolate one area to work on. Create and test a
hypothesis to improve.
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TIME FOR QUESTIONS!
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CHECK OUT OUR RESOURCES PAGE
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eBooks
White papers Past webinar downloads
Events
http://www.whatcounts.com/email-marketing-resources/
Preview our new user interface:
www.TheNewUI.com
REACH OUT TO US
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WhatCounts 3630 Peachtree Road, NE Suite 900 Atlanta, GA 30326 1-866-804-0076 www.whatcounts.com Twitter: @whatcounts [email protected]
THANK YOU FOR ATTENDING!
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