intro to web analytics - measuring marketing roi

Intro to Analytics andMeasuring Marketing ROI

Amit Klein

June ’09

www.amitklein.com

twitter.com/amitklein

Agenda

• On Site Analytics• Key Terms

• Google Analytics

• What to optimize

• Omniture

• Offsite Analytics (Social Media)• What to measure

• How to measure

On-Site Analytics

Key Terms

• Bounce Rate – The percentage of visits where the visitor enters and exists the same page without visiting any other page in between

• Goal – i.e. purchase confirmation

• Funnel – The series of steps (pages) leading to a goal

• Page Depth – Average number of page views a visitor consumes before ending their session

• Click Path – The sequence of links a visitor clicks on when visiting a site

Google Analytics Demo

• Visitors Overview

• Map Overlay

• Traffic Sources

• Content

• Setting up Goals / Funnels / Revenue

• Custom Reporting

• Segmentation

• Measurement AdWords Integration

What metrics should you optimize?

• Visitors / Unique Visitors

• Duration

• Bounce Rate

• Traffic Source (Keywords)

• Location (Geography)

But what about this?

“I want to see all women from Mumbai over 40 who have been to the site at least 4 times in the last 12 days who have viewed more then 10 products and bought 1”

Omniture – The Cadillac

• Realtime• SOAP based Web services API• Video Tracking• Permissions• Automated delivery of reports• Clickmap / RevenueMap• Path flow analysis• Import external data / Integration• Segmentation – Create profiles, track certain demographic

behavior (abandoned carts, heavy purchasers)• Expensive - Starts at 2k/month

Omniture – Clickmap / Revenuemap

Omniture – Conversion Tracking

Omniture – Path Flow Analysis

Create Landing Pages

• SEO friendly to unique search terms

• Optimize content to match search terms

• Better to measure analytics / ad ROI

• Create content that matches how people are searching for your site

Off-Site Analytics

Measuring SMM

• Hard, very early, no one does this well

• How do you measure Reach, Authority/Influence, Engagement, Sentiment?

• The metrics you use to measure (and the tools) change constantly, depending on your objectives

• Don’t be afraid to throw out metrics or recalculate frequently.

Measuring SMM - Reach

• Number of Friends/Followers/Fans – Facebook/Twitter– 2nd Degree relationships (number of friends of friends, etc…)

• RSS Subscriptions / Usage - FeedBurner

• Views – Compete, Alexa, Google Analytics

• http://www.xinureturns.com/

Measuring SMM –Engagement

• Visitor Loyalty - the number of return visitors over a period of time (1 month)

• Recency - The number of return visitors over a short period of time (1 week)

• Duration - Length of time spent on site (more importantly is this number trending upwards)

• Actions - The number of actions taken on the site: downloading, posting, commenting, etc...

• Subscriptions - Number of visitors who have given you personal information

• User Actions - Comments, posts, downloads, plays, wall posts, song plays (Facebook Insights)

• Twitter DM’s and @’s

Measuring SMM – Authority/Influence

• Public Mentions (Blogs) - Google Blog Search / Alerts

• Public Mentions (Twitter) - Twitter Search

• Public Mentions (Facebook) – Facebook Lexicon

• Incoming Links (Blogs) – Technorati, Twitalyzer, Google Webmaster Tools

• Public mentions (music plays, youtube comments, etc…) - Trendrr

• Comments about you on other sites (BackType)

• Retweets – Twitter Search

• Unsolicited Positive Responses – Twitter

• Links back to your sites – Google Webmaster Tools

Measuring SMM - Sentiment

• Twitter Search

• Omniture - http://blogs.omniture.com/2009/02/24/implementing-twitter-data-tracking-in-omniture-sitecatalyst/

• Visible Technologies

• http://sentimentmetrics.com/

Questions?