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.

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

3

THE POWER OF THE CLICKSTREAMTO PRODUCE INTERNET METRICS


4

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


5

MULTIPLE PERSPECTIVES ON EFFECTIVENESS


6

USABILITY TESTING


7

WHAT IS THE PURPOSE OF USABILITY TESTING?

Can the Visitor Successfully Perform Desired Tasks?


8

TYPES/STAGES OF USABILITY TESTING

• Concept Testing

• Prototype Testing

• Full Usability Testing


9

JACOB NIELSEN’S USABILITY LABcirca 1995

Figure 11-2


10

PARETO CURVE FOR USABILITY TESTING

Figure 11-3


11

USABILITY TESTINGCAN LEAD TO SITE REDESIGN


12

METRICS FOR RELAUNCH

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

http://www.hitwise.com/

http://hitwise.com/registration-page/us-hitwise-to-relaunch-your-website.php


13

ENTERPRISE METRICS

Site Performance


14

WEB PAGE PERFORMANCE


15

SITE PERFORMANCE

• IT Specialists Maintain and Tune Site

• Marketers Must Be Aware of Site

Performance > Visitor Experience


16

ENTERPRISE METRICS

Business Performance


17

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


18

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


19

COMPREHENSIVE METRICS SERVICES

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

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


20

MANY FREE HIT COUNTERS

SIMPLE BUT USEFUL REPORTS


21

WHAT IS A SERVER REQUEST LOG?


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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


23

TRACKING WEB SITE VISITORS

• Coded Pages Also called

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


24

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


25

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


26

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


27

AJAX-DATA LOADED IN BACKGROUND


28

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

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

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

http://diy-marketing.blogspot.com/2008/11/measuring-engagement.html


29

NEW METRICS FOR SOCIAL WEB

Widgets, “Slide Wall”, etc/

Blog/Widget networks; Targeted packages

Impression measures for social web


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BASIC METRICS

ALMOST INFINITENUMBER OF

SPECIFIC VARIABLES


33

SELECT REPORT, TIME FRAME

Figure 11-9


38

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


39

PANEL DATA CAN COMPARE COMPETITORS

Figure 11-14


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EXPOSURE versus ACTION

• CPM – Cost Per Thousand Impressions

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


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Question: Which Is Best? - CPM or CPA

Answer: It Depends On Objectives.


42

Reliable Metrics Are Essential To

Continued Development ofInternet Marketing.


43

MARKETERS ARE NOT CONFIDENT


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TWO GOOD BLOGS

http://www.webanalyticsdemystified.com/

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


45

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


46

SOCIAL METRICS FROM PLATFORMS


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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

internet marketing : integrating online and offline strategies

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