Module3 offsite webanalytics

OFF-SITE WEB
ANALYTICS
Module 3

Agenda
 Introduction
 Display media
 Tools of the trade
 Metrics and data
 Analysis of the data
 Search Engine optimization
 Search engine and keyword reports
 Content optimization for search engine
 Search engine marketing
 Google Adwords reports
 Google ad planner reports
 Social media reports
 Social media metrics
 Facebook metrics
 Twitter metrics

Traditional Advertising
 At the beginning: Traditional Ads are
 Posters, Magazines, Newspapers, Billboards
 Inventory is sold as
 Pay-per-Impression: Price depends on how many
people your ad is shown to - whether or not they look
at it
 Pricing is based on
 Complicated Negotiations (with high monthly
premiums...)
 Form a barrier to entry for small advertisers

Online advertising
 Online Ads:
 Banner Ads, Sponsored Search Ads, Pay-per-
Sale ads.
 Targeting:
 Show to particular set of viewers.
 Measurement:
 Accurate Metrics: Clicks, Tracked Purchases.
 What is being Sold:
 Pay-per-Click, Pay-per-Action, Pay-per-
Impression
 Pricing:
 Auctions

1994: Banner
ads, pay-per-
impression
Banner ads for Zima
and AT&T appear on
hotwired.com.
1998: Sponsored search,
pay-per-click 1st-price
auction
GoTo.com develops keyword-
based advertising with pay-
per-click sales.
2002: Sponsored search,
pay-per-click 2nd-price
auction
Google introduces AdWords, a
second-price keyword auction
with a number of innovations.
1996: Affiliate
marketing, pay-per-
acquisition
Amazon/EPage/CDNow
pay hosts for sales
generated through ads
on their sites.
History of online advertising

 Cost -per-1000 impressions (CPM):
 Advertiser pays each time ad is displayed
 Models existing standards from magazine, radio, television
 Main business model for banner ads to date
 Corresponds to inventory host sells
 Exposes advertiser to risk of fluctuations in market
 Banner blindness: effectiveness drops with user experience
 Barrier to entry for small advertisers
 Contracts negotiated on a case-by-case basis with large
minimums (typically, a few thousand dollars per month)
DM Pricing Models – CPM

DM Pricing Models – CPC
 Cost-per-click (PPC):
 Advertiser pays only when user clicks on ad
 Common in search advertising
 Middle ground between PPM and PPA
 Does not require host to trust advertiser
 Provides incentives for host to improve ad
displays

DM Pricing Models – CPA
 Cost-per-action (CPA):
 Advertiser pays only when user takes an
action which is promoted on the ad
 Highest value for advertisers
 Popular with niche and targeted advertising
 Very contextual
 Requires a very high working terms between
host and advertiser
 Provides incentives for host to improve ad
displays

Section 2
 Tools of the trade
 Metrics and data
 Analysis of the data
Display Advertising

Display Advertising –
Introduction
 Display Advertising refers to web advertising
displaying the message using graphical information
beyond text.
 Includes image, rich media, floating, transitional etc
 A clear advantage consumers have with online
advertisement is the control they have over the
product, choosing whether to check it out or not
 Online advertisement can also be classified as Digital
Promotions.
 Digital promotion in connection to the television
industry is when networks use authentic digital
resources to promote their new shows in a growing
vast range of venues.

Display Advertising – Example

Types of ads
 Floating ad: An ad which moves across the user's screen or
floats above the content.
 Expanding ad: An ad which changes size and which may
alter the contents of the webpage.
 Polite ad: A method by which a large ad will be downloaded
in smaller pieces to minimize the disruption of the content
being viewed
 Wallpaper ad: An ad which changes the background of the
page being viewed.
 Trick banner: A banner ad that looks like a dialog box with
buttons. It simulates an error message or an alert.
 Pop-up: A new window which opens in front of the current
one, displaying an advertisement, or entire webpage.
 Mobile ad: an SMS text or multi-media message sent to a
cell phone.

Types of ads
 Pop-under: Similar to a Pop-Up except that the window is
loaded or sent behind the current window so that the user
does not see it until they close one or more active windows.
 Video ad: similar to a banner ad, except that instead of a
static or animated image, actual moving video clips are
displayed. This is the kind of advertising most prominent
in television, and many advertisers will use the same clips for
both television and online advertising.
 Map ad: text or graphics linked from, and appearing in or
over, a location on an electronic map such as on Google
Maps
 Superstitial: It uses video, 3D content or Flash to provide a
TV-like advertisement.
 Interstitial ad: a full-page ad that appears before a user
reaches their original destination

Ecosystem – Overview
Third Party
ad-server

Tools used
 Third party as-serving technologies collect the
served data
 They use different sets of tags for this
functionality to get enabled
 The tools that are popular in the marker today
are,
 DFA – Dart for Advertisers
 Mediamind
 Both the systems use provide conversion and
retargeting methodology

Media Analytics – DFA Interface

Media analytics – Mediamind Interface

Data metrics and Reports
 Data metrics and reports are specific to the
tool that is being used
 Commonly used metrics are – Impressions
(Targeted, served and reported), Clicks, click
through rate, interaction rate, dwell
rate, Conversions, Conversion rate, Return on
investment, absolute unique visitors, visibility
rate
 There are measured using Cookies. A cookie
is used to measure the values as show -

Cookie Window
 It is the predefined number of days considered before a user
conversion, during which user actions (impressions and clicks) are
counted.
 MM caters for separate cookie window settings for impressions and
clicks.
The Number of Events:
For Cookie Window 1: 1 impression, 1 click
For Cookie Window 2: 2 impressions, 2 clicks
* Same cookie window for impressions and clicks
Cookie Window 2 *
Impression
Cookie Window 1 *
Click ClickImpression Conversion

 Review the data to distinguish causality and
correlation among events
 Conduct Experimentation: (Examples)
 Ad Rotation: 3 different creative’s
 Website Optimizer
 E.g. 6000 search quality experiments, 500
of which were launched.
 Repeated experimentation:
 Continuous Improvement (Multi-armed
bandit)
Taking an action on report

Section 3
 Search engine and keyword reports
 Content optimization for search engine
Search Engine Optimization
(SEO)

Section 4
 Google ad words reports
 Google ad planner reports
Search Engine Marketing
(SEM)

Typical Parameters
Keyword Price in 3rd slot # of Keywords
$20-$50 2
$10.00 - $19.99 22
$5.00 - $9.99 206
$3.00 - $4.99 635
$1.00 - $2.99 3,566
$0.50 - $0.99 4,946
$0.25 - $0.49 5,501
$0.11 - $0.24 5,269
 PPC of most popular searches in Google,
4/06

Typical Parameters
Keyword Top Bid 2nd Bid
mesothelioma $100 $100
structured settlement $100 $52
vioxx attorney $38 $38
student loan consolidation $29 $9
 Bids on some valuable keywords
 CTRs are typically around 1%

Module3 offsite webanalytics

Section 5
 Social media metrics
Social media reports

Introduction
 Social Engagement reports or Social Reports, can be
used to analyse on-site and off-site interactions with
social networks in reference to your own website
content.
 The reports’ ultimate goal is to enable brands to
measure the return on investment for social media
activities and make more accurate, data-driven
decisions about social.

Social Engagement Reports
 The Social Engagement report shows site behaviour
changes for visits that include clicks on any social
sharing actions.
 This allows website owners to understand whether there
is a different behavior between visitors that share and
visitors that do not share or between different types of
“sharers”

Social Action Reports
 The Social Actions report shows the number of social
actions (+1 clicks, Tweets, etc) taken on the site. This
can be helpful to prioritize which share buttons should
be in the header of an article, for example:

Social Pages Reports
 The Social Pages report shows the pages on the site
driving the highest the number of social actions. This is
very useful to learn which content is viral and what your
visitors really like to read to the point of sharing it with
their friends.

Social Interaction Tracker
 This change is so meaningful that Google went the extra mile to
create the Social Interaction Tracking, a new tracking function
that will be used for social tracking only. Basically, the syntax is as
follows:
_trackSocial(network, socialAction, opt_target, opt_pagePath)
 Network: Name of the social network (google, facebook, twitter, digg,
etc)
 SocialAction: Type of action (like, tweet, send, stumble)
 opt_target: Subject of the action being taken. Optional, defaults to the
URL being shared (document.location.href). Can be manually set to
anything: a different URL (if they’re sharing content that “points” to
another URL), an entity (e.g, product name, article name), or content ID
 opt_pagePath: The page on which the action occurred. Optional,
defaults to the URI where the sharing took place
(document.location.pathname). Can be manually set (like a virtual
pagename).

Conclusion
 Social reporting is just getting started. As
people continue to find new ways to interact
across the Web, we look forward to new
reports that help business owners understand
the value that social actions are providing to
their business. So +1 to data!
Source : http://searchengineland.com/official-google-analytics-gets-
social-engagement-reporting-83707

For Q&A:
Contact: gayatrichoda@gmail.com
Thank you

Module3 offsite webanalytics

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