This document provides an overview of analytics and measuring marketing ROI. It discusses key on-site analytics tools like Google Analytics and Omniture for measuring metrics such as bounce rate, goals, and funnels. It demonstrates how to optimize metrics in Google Analytics like visitors, traffic sources and location. The document also discusses measuring off-site analytics in social media by looking at reach, engagement, influence and sentiment through various metrics and tools for platforms like Facebook, Twitter and blogs.
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Intro to Web Analytics - Measuring Marketing ROI
1. Intro to Analytics and
Measuring Marketing ROI
Amit Klein
June ’09
www.amitklein.com
twitter.com/amitklein
2. Agenda
• On Site Analytics
• Key Terms
• Google Analytics
• What to optimize
• Omniture
• Offsite Analytics (Social Media)
• What to measure
• How to measure
4. 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
6. What metrics should you optimize?
• Visitors / Unique Visitors
• Duration
• Bounce Rate
• Traffic Source (Keywords)
• Location (Geography)
7. 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”
8. 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
12. 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
14. 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.
15. 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/
16. 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
17. 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
