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Ramon RayEditor & Technology Evangelist

Smallbiztechnology.com

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What Is Analytics

• Analyzing Information

• Measuring• Turning Data

Into Actionable Information

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Analytic Benefits

• Fine Tuning• Changing Direction• Improving the Good• Stopping the Bad

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What Are Your Goals

• More Web Site Traffic

• More Facebook Likes

• More Twitter Followers

• More Email Followers

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What Are Your Real Goals

• More Media

Mentions

• More Sales Leads

• More Customer

Comments

• Less Complaints

• Less Phone Calls

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What Can Analytics Tell You?

• Is my advertising working?

• What medium is most desired by

my customers?

• What time of the day is best?

• Images? Video? Text? White

Papers?

• What products do my customers

want?

• What products don’t my customers

want?

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Listen Carefully To Your Data

• Are Analytics YELLING NO?!

• Succeed Fast.• Fail Faster.

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Is Email Marketing Dead?

• Still A Great Way To Nurture A Relationship with Customers

• Compliments Social Media, Blogs and a great Web Site

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Email Analytics

• Emails Sent• Emails Bounced• Emails Open• Emails Clicked

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Bounced Email

• Non-existent email addresses– Find out why

• Temporarily Undeliverable– Try again and measure

• Blocked (Company, ISP)– Contact company and/or ISP

• Mailbox Full– Hmm….ethically and discretely

contact the recipient

• Vacation (email was delivered)

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Emails Opened

• Are you segmenting your email• Agonize over subject lines

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Email Opens

• Subject Line was good enough to pique interest

• High Open Rates Are Good

• If they don’t open should you delete?– Want to hear Ramon’s

Symantec Story?

• Don’t stop at “opens”!• Did they click?

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Engagement

• Forwards• Social Media Shares• TIP: Refresh Past Email Campaign Analytics

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Email Clicks

• Clicks is deeper engagement and interest in your product, service, information, YOU!

• Glean insight from clicks

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Follow Clicks from Email To Web

• Tag links to follow through to web site• Clicks are great but final action is vital• Neat and Powerful Tool: URL Builder

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URL Builder

http://www.google.com/support/googleanalytics/bin/answer.py?answer=55578

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Web Site Analytics

• Who are your visitors?• Where are they coming from?• What are they viewing?• What do they want?• What content do they like best?• What should you offer them?• How are they finding you?

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Web Site Analytics: Visitors

• Visits• Page Views• Time On Site• Bounce Rate• New Visits• Language• Browser• Operating System• Browser• Flash• Java

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Web Site Analytics

What your web site is about affects metrics interpretation

Sales

Content

Engagement

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New vs. Returning Visitors

• New visitors are great?• Why is no one returning?

– Content is not compelling enough

– Prices too high– Error on web site

• Visitors are returning?• Why are no new visitors

coming?– Content is so niche– Products are too specialized

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Bounce Rate

• Bounce Rate – How fast are people

leaving web site?

• Bounce Rate High – Blog with content on the

first page?

• Bounce Rate High– Web Site that is difficult

to navigate

• Language

Web Site Analytics

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Traffic Sources

• Direct Traffic

– Your own actions are working!

• Referring Web Sites

– Advertise more

– Provide more content

• Search Engines

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Content

• Top content• Entrance Pages

• Entrance Keywords• Click Patterns

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Click Patterns

Do I need to upgrade my web site?

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What Else To Measure

• Page Not Found• Slow Web Sites

•Mobile Browsers

• Site Down (should you change your web host?)

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Web Site Speed

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Is Your Web Site Mobile Ready

Check out smallbiztechnology.com on your phone. How does it look?

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Twitter Analytics

• Most clicked content (use short links)• Follower Increase• List increase• Re-Tweets• Klout Score

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Facebook Analytics

Likes | Unlikes | Gender | Age | Country | Interaction

Page - 30Measure Video

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Other Tools For Analytics

• SlideShare (for measuring PPT views)

• Short URLS (like Bit.ly) for measuring everything

• Event Marketing Measurement – Eventbrite, others

• Google Alerts• Plancast

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Selling Online?

• Shopping Cart

Abandonment

• Lost shoppers (should

you use live chat)

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NO MORE

GUT

INSTINCT

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Do Analytics But Also TALK To Customers