Web analytics basics for marketing plans
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This document summarizes key metrics for evaluating the success of online marketing plans, including website and social media metrics. It discusses metrics like unique visitors, page views, time on site, bounce rate, and engagement on social media. It emphasizes that success should be defined by whether goals were achieved, not just total numbers. Metrics need to be put in context and compared to baselines and goals. Both quantitative and qualitative data from multiple sources should be analyzed to fully understand performance.
Web analytics basics for marketing plans
- 1. Web Analytics BasicsforMarketing PlansMKT 556 – Internet Marketing/Hank WasiakOctober 12, 2010Dana Chinn
- 2. Media that can be measuredSite metricsSocial media metricsSlides: www.slideshare.net/danachinnTwitter: @danachinn
- 3. Evaluating a marketing planstarts with setting goals, objectives3Start herenot here
- 4. 4NewspapersMagazinesRadioTVDirect mailYellow PagesOutdoorMeasure these…Publishers with display advertising
- 5. …and these…5*Company siteE-mailVideoBuy ads on social media, too!*A “starting point” – doesn’t include search, lead generation, international, others. Ted Kawaja in paidContent.org, 9/28/10
- 6. …and don’t forget about…6WAP, or mobile web sitesGeolocationQuick Response codesApps for each smartphone, carrierApps for tablets
- 7. Return On Objective:What can you measure, optimize?7The actions people takeAre the targeted audiences aware?Did they come? From where? How many? Why?What did they do?Did they come back? Were they “engaged?”Company siteAnd whether those actions were due to external events or your actionsE-mailVideo
- 8. Is this site successful?8Our site has 5,000 monthly unique visitors.Last Tuesday our site got 20,000 page views.The average time spent on our site last week was 24 minutes.
- 9. Success is defined by the type, number of desired actions taken9e.g., rate, e-mail, commentSaadkamal.comE-commerce actionsContent actions
- 10. Site metrics 101. Behavioral research What people did when they came to your site,as captured by an action taken on a keyboard or mouse2. Attitudinal researchWhat people say they did what they thinkand whyas captured by surveys, focus groups, social media, usability studies
- 11. Social media metricsNot only are the technologies new, but the metrics are as well.-Online Media and Marketing Association Metrics and Measurement program, June 20091. Influencers2. Content, context, sentiment3. Calls to action answered11
- 12. Internal decision-makingExternal marketingPanel dataActivity from a sample of self-selected people. Only total site data for a limited number of sites.
- 13. External dataUsed by agencies to compare sites
- 15. Interactive Advertising Bureau12Sources for site metricsCensus data100% of all visitors, visits, page views for all sectionsInternal dataConfidentialOmnitureGoogle AnalyticsWebTrendsetc.Web Analytics Association
- 16. Key Performance Indicator #1: Visits13A visit is counted every time someone comes to a siteAn increase in visits? Always good.A decrease in visits? Always bad.These metrics are usefulwhen put in ratios with visits, other metrics-- Unique visitors-- Page views
- 17. A unique visitor is really a unique computer. Unique visitors are either over-counted…14
- 18. …or under-counted.You don’t know when or by how much.*15?library* It doesn’t matter anyway….better to measure outcomes (did people do what you wanted?) than the number of people who came to your site.
- 19. An increase in page views can be good - or bad.*16Bad design, navigation, site architecture? Lots of page views, annoyed usersA redesign improved usability? Fewer page views, happier usersContent that should be there but isn’t? Lots of page views, annoyed usersDynamic content? Fewer page views, happier users (probably)?* It doesn’t matter anyway….better to measure outcomes (did people do what you wanted?) than the number of pages people went to when they came to your site.
- 20. An increase in average time spent on site can be good - or bad.*17Bad design, navigation, site architecture? Lots of time spent, annoyed usersA redesign improved usability? Less time spent, happier users?* It doesn’t matter anyway….better to measure outcomes (did people do what you wanted?) than how much time people spent on your site.
- 21. Systems only measure the time spentin between pages on a site, so…18The time spent of a user who goes only to one page is NOT included in the time spent calculation. ?1 minuteThe time spent on the last pageof a site isn’t counted at all. 10 minutesTime spent = 1 minuteSite X
- 22. Generally, is your site engaging visitors?19Key Performance Indicator #2Visits per unique visitorKey Performance Indicator #3Page views per visit
- 23. 20Are you attracting new audiences?Key Performance Indicator #4Visits from new visitors vs.Visits from returning visitors
- 24. When audiences - new and returning - come, are they staying? 21Key Performance Indicator #5Bounce rate percent of the page where most visits start A bounce: a visit with only one page view
- 25. 22Northwest CybertonA name that stakeholders identify withNon-stakeholdersOverall site data consists of traffic from everyoneSouthern CybertonEastern Cyberton
- 26. How much site traffic is from Cyberton?23Non-stakeholders 5NW Cyberton 50E. Cyberton 25S. Cyberton 25
- 27. Success is defined by goals, priorities – not totals24NW CybertonE. CybertonS. CybertonTotal Site 50 2525 100 Universe 200 50 325 75 67% Penetration 13% 50% 31%
- 28. Social media metrics – focus on influencers 25Usually not youDo you know who they are? Are they following you? Are they interacting with you?
- 29. Social media: a constant stream of calls to action...the true value of a networkis measured by the frequency of engagement of the participants. -- Interactive Advertising Bureau Social Media Ad Metrics Definitions, May 2009Brands earn the trust and loyalty of their customers by listening and responding. --”The Maturation of Social Media ROI,” by Brian Solis, Mashable, Jan. 26, 201026
- 30. “Engagement” differs by type of social media channelSharingNetworkingNewsBookmarkingReviews-- “Five essentials for social media marketing,” by Lisa Wehr, CEO/Oneupweb, iMedia Connection, July 17, 200927
- 31. Success in social media defined by…28Number of people in the networkThe “right” people”The amount of engagement, activity
- 32. Analyze your follower profilesto assess their likelihood of engagementDo your followers identify with your keywords? 29
- 33. Followers Look for influencers Review reach, churn, following/follower ratio30
- 34. The Facebook ad application only gives you people on Facebook who filled out the form.You don’t knowhow many: didn’t give detailsorupdated their statusortold the truthoraren’t in Facebookor...31Understand the limitations of your data sources
- 35. What info do you need from site registration, donation forms, offline events?32-- Name-- E-mail-- Zip code-- Stakeholder type as granular, specific as needed based on your priorities Example: Not just “Parent” but also year-of-birth of children enrolled in Philadelphia public schools
- 36. Analyze contentReview hashtags, keywords, sentiment, problems, conversations that connect people33
- 37. RT/via @handle + call to action/comment + link + #hashtag“Perfect” tweets are less than 120 charactersWatch handle, hashtag sizes100 characters111 charactersLost the link34
- 38. “When a burst of tweets citing a particular subject or URL emerges, it’s a signaling event.”--RishabGhosh, co-founder of Topsy, a search engine for tweets, in “Live in the Moment,” by Clive Thompson, Wired magazine, October 200935Is your company part of the conversationin real-time web signaling events?
- 39. What should your marketing plan include?36Clearly defined goals/objectives, audiencesCompany Program or campaign Site Social mediaMetrics that measure actionsCompany siteBaselines, goalsWhere did you start?Where do you want to go?E-mailSaadkmal.comVideo
- 40. Dana ChinnLecturerUSC Annenberg School for Communications & Journalism213-821-6259chinn@usc.eduhttp://www.newsnumbers.comhttp://www.slideshare.net/danachinn37Spring 2011Summer 2011News Fellowship ProgramDrew Prickett, Kevin DuganMarshall MBA class of 2010 2010 AMV News Fellows