The following is a lecture I gave to MBA students at the Digital Marketing and Social Media course (College of Management, Israel). The presentation provides background to web analytics, covering metrics lifecycle process, the world of web/google analytics, sem and seo common terms and definitions, advanced metrics (goals, a/b testing, funnel, in-page analytics), social marketing analytics and tips for 1st time google adwords users. I recommend downloading the file and viewing it in slideshow mode (F5) as there are animations and embedded youtube videos.

1. analytics and measurement MBA Program, Advertising & Marketing Course: Digital Marketing and Social Media DvirReznikdvirreznik.com@dvirreznik

2. Star trek & analytics (video)

3. Agenda Analytics Metrics Lifecycle Process Everything can be measured The world of (Google) Web Analytics Definitions – SEM and SEO Google Analytics, hands on (demo) Goals, A/B Testing, Funnel, In-page analytics Social Marketing Analytics Google AdWords – Tips for 1st time users

5. Recommended reading/rss-ing Google Analytics Blog: http://analytics.blogspot.com AvinashKaushik: http://www.kaushik.net/avinash/ Jeremiah Owyang: http://www.web-strategist.com/blog/ CMO.com: http://www.cmo.com/blogs/web-analytics GA Youtube channel: http://www.youtube.com/googleanalytics Books/PDFs Web Analytics – An Hour A Day – AvinashKaushik Web Analytics 2.0 – AvinashKaushik Advanced Web Metrics with GA – Brian Clifton Gartner: Key Challenges in Web Analytics – Bill Gassman Altimeter Group: Social Marketing Analytics Forrester: Appraising Investments in Enterprise Analytics

6. Everything (can) should be measured

7. Are you using a web analytics tool?

9. Google Analytics was introduced Nov 2005. A week after launch Google froze new registrations due to overwhelming demand

11. Not all cellphones support JS in their mobile browsers

12. A user can either block or delete the cookie

14. SEM – terms and definitions

15. Google analytics – hands on (demo)

16. Advanced metrics +20% sign ups

18. +250% opt-in rate

19. +5% download rate (A/B/C testing)

20. Funnel, goals

21. In-page analytics, advanced segments and filters (video)

22. Social marketing analytics

23. Social Marketing Analytics is the discipline that helps companies measure, assess and explain the performance of social media initiatives in the context of specific business objectives. There is currently no single vendor that can effectively measure all aspects of social media. Source: Social Marketing Analytics report, The Altimeter Group, April 2010

24. Social marketing analytics

25. Google adwords

28. Product/service description: 2 lines, up to 35 characters in each line

30. 8 possible formats (image size)

31. Weight: up to 50Kb

32. Flash: up to 30sec, 15-20 frames per second

33. Family Status: Family Safe, None-Family Safe, Adult Sexual Content

34. No funny business: Windows/Mac/Linux pop-up boxes, System Errors, Mouse effects, etcGoogle AdWords Advertising Policy

36. Create several Ad Groups, with fewer keywords in each group

37. Create, test, analyze several ads in each Ad Group, both textual and image

38. ‘Free’ boosts performance (clicks, actions, conversion)

39. Thin slice your audience – designated landing pages

40. Schedule your campaign according to user trends (Weekdays)

41. Use negative keywords

42. Use Site Exclusion

43. See what your competitors are doing

45. Thank you MBA Program, Advertising & Marketing Course: Digital Marketing and Social Media DvirReznikdvirreznik.com@dvirreznik