internet marketing : integrating online and offline strategies

© 2008 Thomson, a part of the Thomson Corporation. Thomson, the Star logo, and Atomic Dog are trademarks used herein under license.  All rights reserved.

© 2008 Thomson, a part of the Thomson Corporation. Thomson, the Star logo, and Atomic Dog are trademarks used herein under license.  All rights reserved.

INTERNET MARKETING:INTEGRATING ONLINE AND OFFLINE STRATEGIES

Chapter 11Measuring and EvaluatingWeb Marketing Programs

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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THE POWER OF THE CLICKSTREAMTO PRODUCE INTERNET METRICS

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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USES OF METRICS

• Possible Site Usability Problems

• Program and Site Management Web Pages, E-Mail, Search and more Advertising Rates

• Referring Sites (Search & Social Media)

• Visitor Behavior

• Tracking Essential for Marketers Tactics Concern Some Users

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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MULTIPLE PERSPECTIVES ON EFFECTIVENESS

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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USABILITY TESTING

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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WHAT IS THE PURPOSE OF USABILITY TESTING?

Can the Visitor Successfully Perform Desired Tasks?

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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TYPES/STAGES OF USABILITY TESTING

• Concept Testing

• Prototype Testing

• Full Usability Testing

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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JACOB NIELSEN’S USABILITY LABcirca 1995

Figure 11-2

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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PARETO CURVE FOR USABILITY TESTING

Figure 11-3

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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USABILITY TESTINGCAN LEAD TO SITE REDESIGN

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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METRICS FOR RELAUNCH

Human Factors Internationalhttp://www.humanfactors.com/home/usability.aspl

http://www.hitwise.com/

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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ENTERPRISE METRICS

Site Performance

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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WEB PAGE PERFORMANCE

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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SITE PERFORMANCE

• IT Specialists Maintain and Tune Site

• Marketers Must Be Aware of Site

Performance > Visitor Experience

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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ENTERPRISE METRICS

Business Performance

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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MAP METRICS TO OBJECTIVES

Sample Objective Corresponding MetricsIncrease Number of Email Captures by 5% in Q1

Number of Unique VisitorsReferral SourceLength of VisitNumber of Unique Visitors to Registration Page• Number of Completed Registrations• Number of Incomplete Registrations

• Last Form Box Completed

Reactivate 10,000 Lapsed Customers in Q4

Number of Emails Sent• Reactivation Message A/BNumber of Click-Throughs A/BBounces From Reactivation Landing PageIncentive Offer Accepted

Convert 2,000 Newsletter Recipients to New Customers in Last Six Months of FY

Number of Emails Sent Monday/Friday• Product Offer A/B/CNumber of Click-Throughs M/A. . .F/CNumber of Sales M/A . . .F/CValue of Average Sale M/A. . .F/CBounces From Offer Page M/A. . .F/CHeat Map of Offer Page

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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ENTERPRISE METRICS

• Site Administered Hit Counters

• Free Services Google Analytics, HubSpot, QuantCast, etc.

• Purchased Services Server Request Log Data Coded Web Pages Customer Panel Data

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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COMPREHENSIVE METRICS SERVICES

http://www.lyris.com/media/swf/lhqtour/

http://www.omniture.com/en/products/tours

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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MANY FREE HIT COUNTERS

SIMPLE BUT USEFUL REPORTS

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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WHAT IS A SERVER REQUEST LOG?

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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SERVER REQUEST LOGS RECORD

• The IP address of the requesting computer• Date and time of request• Code indicating whether request was

successful or not• Number of bytes of data transferred• Referring site• Type and version of Web browser making

request• Operating system of computer making

request

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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TRACKING WEB SITE VISITORS

• Coded Pages Also called

- Pixel Tag- Transparent gif- Web bug- Web beacon- Tracking tag- And others

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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HOW DOES IT WORK?

• A 1 x 1 Pixel Image (usually invisible)

• Used In Combination with Cookies

• Sends Data About Visitor Activities, Usually to a Marketing Services Firm

• Necessary to Trace Path Through Site

http://www.techweb.com/encyclopedia/defineterm.jhtml?term=Webbug

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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COLLECTING PANEL USAGE DATA

• Software On Panel Member’s Computer Collects Clickstream Data

• Source Of Data Known

• Can Measure Both Home & Work Usage For Same Person

• Can Collect Demographic & Lifestyle Data

• Produces Longitudinal Data

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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BASIC METRICS• Site Traffic• Hits• Impressions• Page Views

• Campaign Measures• Email Programs• Products/Offers• Search Effectiveness

• Site Audience

• Visitors

• Unique Visitors

• Identified Visitors

• Unduplicated Audience

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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AJAX-DATA LOADED IN BACKGROUND

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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ENGAGEMENT CURRENT BUZZWORD

Like Conversion- Probably Best To Define For Your Own Situation

• Nielsen – Duration of Visit

• ComScore -- Visits

• QuantCast – Affinity (Open Panel)

• Microsoft Engagement Mapping

http://diy-marketing.blogspot.com/2008/11/meaning-and-importance-of-engagement.htmlhttp://diy-marketing.blogspot.com/2008/11/measuring-engagement.html

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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NEW METRICS FOR SOCIAL WEB

Widgets, “Slide Wall”, etc/

Blog/Widget networks; Targeted packages

Impression measures for social web

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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BASIC METRICS

ALMOST INFINITENUMBER OF

SPECIFIC VARIABLES

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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SELECT REPORT, TIME FRAME

Figure 11-9

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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ALMOST AN INFINITE NUMBER OF• Variables

Traffic, Audience, Campaign

• Reports By Single Variable By Multiple Variables By Day By Time By Specific Page Etc., etc., etc.

Objectives

Guide Choice of

Variables and Reports

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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PANEL DATA CAN COMPARE COMPETITORS

Figure 11-14

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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EXPOSURE versus ACTION

• CPM – Cost Per Thousand Impressions

• CPA – Cost Per Action Cost Per Order Cost Per (Sales) Lead

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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Question: Which Is Best? - CPM or CPA

Answer: It Depends On Objectives.

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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Reliable Metrics Are Essential To

Continued Development ofInternet Marketing.

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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MARKETERS ARE NOT CONFIDENT

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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TWO GOOD BLOGS

http://www.webanalyticsdemystified.com/

http://www.kaushik.net/avinash/

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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THINK FUNNEL!Sample Objective Corresponding Metrics

Increase Number of Email Captures by 5% in Q1

Number of Unique VisitorsReferral SourceLength of VisitNumber of Unique Visitors to Registration Page• Number of Completed Registrations• Number of Incomplete Registrations

• Last Form Box Completed

Reactivate 10,000 Lapsed Customers in Q4

Number of Emails Sent• Reactivation Message A/BNumber of Click-Throughs A/BBounces From Reactivation Landing PageIncentive Offer Accepted

Convert 2,000 Newsletter Recipients to New Customers in Last Six Months of FY

Number of Emails Sent Monday/Friday• Product Offer A/B/CNumber of Click-Throughs M/A. . .F/CNumber of Sales M/A . . .F/CValue of Average Sale M/A. . .F/CBounces From Offer Page M/A. . .F/CHeat Map of Offer Page

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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SOCIAL METRICS FROM PLATFORMS

Internet Marketing: Integrating Online and Offline Strategies Copyright 2008 Atomic Dog/Thomson Publishing

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SUMMARY• Clickstream As A Powerful Source Of Data

• Usability Testing For Site Development And Improvement

• Traffic And Audience Measures For Marketing Decisions

• Tremendous Number Of Reports Available

• Matching Metrics To Objectives Essential

• Get Reliable Metrics > Use In Good Decisions

• Metrics Must Keep Pace With Change