Mastering Metrics Ten Critical Analytics and Performance Measurement Strategies for Interactive Marketing

Transcription

1 Mastering Metrics Ten Critical Analytics and Performance Measurement Strategies for Interactive Marketing By: Jay Berkowitz CEO, Ten Golden Rules Boca Raton, Florida Presented at: ACLEA 48 th Annual Meeting July 28-31, 2012 Denver, Colorado

2 Jay Berkowitz Ten Golden Rules.com Boca Raton, FL Jay Berkowitz is a senior online marketing professional with over twenty years of marketing experience. He has managed marketing departments for Fortune 500 brands: Coca Cola, Sprint and McDonald's Restaurants, and has developed online and offline strategies for AT&T and leading health and fitness website ediets.com. Mr. Berkowitz is the author of The Ten Golden Rules of Online Marketing Workbook, the Founder and CEO of a strategic online marketing consulting business based in Boca Raton, Florida, and the host of the Ten Golden Rules of Internet Marketing Podcast. Mr. Berkowitz is a popular presenter at conferences and events such as Ad Tech, Affiliate Summit, Webmaster World, The Direct Marketing Association, The American Marketing Association and The CEO Executive Forum. He is the Research Co Chairman for SEMPO, the Search Engine Marketing Professionals Organization, a Founding Board Member of The South Florida Interactive Marketing Association a Past President of the South Florida Chapter of The American Marketing Association, the Gold Medal winner at the Association of Women in Communications PR Olympics and the recipient of two SOFIE Award nominations.

3 Mastering Metrics Ten Critical Analytics Strategies for Interactive Marketing Jay Berkowitz TenGoldenRules.com

4 Mastering Metrics Ten Critical Analytics and Performance Measurement Strategies for Interactive Marketing In the age of Interactive marketing we have precise information about which programs are working How to baseline your competitor s activities Social Media Measurement Read the minds of your customers Free and Paid Tools

5 Recent Media FOX TV

6 Recent Media Wall Street Journal

7 Search and Social Media Agency

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9 U San Fran Internet Masters Certificate

10 InternetMarketingClub.org

11 Mastering Metrics Ten Critical Analytics Strategies for Interactive Marketing Jay Berkowitz TenGoldenRules.com

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13 analytics.google.com

14 Analytics Overview 7,087,968 Visits 1,175,099 Unique Visitors 8.88 Pages/Visit 14:04 duration 17.60% Bounce Rate 16.19% new Visits

15 Compare to 1 year ago

16 Traffic Sources

17 Traffic Flow

18 Exit Rates

19 The Wrong way to measure SEO

20 SEO performance should be measured by traffic and Goals

21 New Real Time Analytics!

22 1. Google Analytics Add to your site! Track trends! Visits (not Hits) New Visits Pages/Time on Site Bounce Rate Traffic Source Exit rates Real SEO Results Sales Funnel Real Time

23 Exit Survey The Why?

24 1. Based on today s visit, how would you rate your site experience overall? 2. Which of the following best describes the primary purpose of your visit? 3. Were you able to complete the purpose of your visit today? 4a. (If yes) What do you value most about the [sitename] website? 4b. (If no) Please tell us why you were not able to fully complete the purpose of your visit today?

25 2. Exit Survey The Why Analytics tell us what Exit surveys = Why What was the primary purpose of your visit? Were you able to complete the purpose of your visit today? (If no) why not?

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27 Conversion!

28 3. Conversion Purchases in ecommerce Downloads, enewsletter signups, free calculators, video views etc. AdWords Conversion tracker or analytics

29 563 likes 403 shares 14 comments 1,427 likes 1,246 shares 18 comments

30 45,519 Likes 21,244 Talking About This 46.7%

31 Facebook Insights

32 Likes: Demographics and Reach

33 4. Facebook Insights Likes and interaction: content likes, comments and shares Insights = demographics, reach, engagement

34 Facebook Advertising

35 Likeographics

36 Google URL Builder Sample URL: &utm_campaign=competitor

37 5. Facebook Conversion Use Google URL Builder to get Facebook Conversions

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40 YouTube Insights

41 YouTube Insights

42 6. YouTube Insights Create a Channel Views, Subscriptions, likes, comments, shares, favorites

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45 7. Other Analytics Tools Google Analytics (bought Urchin in 2006) Four Big Vendors: Coremetrics (IBM), Omniture (Adobe), WebSide Story (Adobe), WebTrends Mid Market Vendors: Unica, indextools, ClickTracks Open Source products: AWStats, Webalizer, StatCounter * Analytics And Hour a Day, Avinash Kaushik

46 adwords.google.com/o/keywordtool

47 WordTracker Keyword Discovery

48 8. Keyword Research Read the minds of prospects and customers Use for SEO, PPC, content development, product development, competitive analysis

49 Compete.com Monthly Unique Visitors to a website

50 Google Page Rank 4/10 3,880 Pages Indexed Read by Google The site is 1,549,919 th ranked by Alexa for traffic. (#1 is Google #2 is Facebook) SEO Quake Toolbar

51 Google Pay Per Click Keyword Spending

52 SEM Rush measures Search Terms listed on the first 2 pages of Google

53 9. Competitor Baseline SEO Quake Compete.com SpyFu.com SEMRush.com

54 1.5 Billion Facebook Posts/day

55 200 Million Tweets/day

56 Google Alerts

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60 10. Social Media Monitoring Google/Yahoo Alerts Search.twitter.com Radian6 Visible Technologies, Converseon, Synthesio, Networked Insights, Attensity, Lithium Technologies

61 Mastering Metrics Ten Critical Analytics and Performance Measurement Strategies for Interactive Marketing 1. Google Analytics A free tool to understand web traffic 2. Exit Surveys 3. Conversion! 4. Facebook Insights 5. Facebook Conversion 6. YouTube Stats 7. Other Analytics tools 8. How to read the minds of your customers 9. Competitive Analysis baseline competitor activity 10. Social Media Monitoring

62 Mastering Metrics Ten Critical Analytics and Performance Measurement Strategies for Interactive Marketing Top 10 / try 1 thing today! Please pay it forward Join the Conversation Be my friend! Linked In, Facebook, Twitter Speaking Opportunities Consulting, Search, Conversion, Affiliate, SEO PR Slides F/U Jay Berkowitz