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Module3 offsite webanalytics

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Module3 offsite webanalytics

  2. 2. Agenda  Introduction  Display media  Tools of the trade  Metrics and data  Analysis of the data  Search Engine optimization  Search engine and keyword reports  Content optimization for search engine  Search engine marketing  Google Adwords reports  Google ad planner reports  Social media reports  Social media metrics  Facebook metrics  Twitter metrics
  3. 3. Section 1 Introduction
  4. 4. Traditional Advertising  At the beginning: Traditional Ads are  Posters, Magazines, Newspapers, Billboards  Inventory is sold as  Pay-per-Impression: Price depends on how many people your ad is shown to - whether or not they look at it  Pricing is based on  Complicated Negotiations (with high monthly premiums...)  Form a barrier to entry for small advertisers
  5. 5. Online advertising  Online Ads:  Banner Ads, Sponsored Search Ads, Pay-per- Sale ads.  Targeting:  Show to particular set of viewers.  Measurement:  Accurate Metrics: Clicks, Tracked Purchases.  What is being Sold:  Pay-per-Click, Pay-per-Action, Pay-per- Impression  Pricing:  Auctions
  6. 6. 1994: Banner ads, pay-per- impression Banner ads for Zima and AT&T appear on 1998: Sponsored search, pay-per-click 1st-price auction develops keyword- based advertising with pay- per-click sales. 2002: Sponsored search, pay-per-click 2nd-price auction Google introduces AdWords, a second-price keyword auction with a number of innovations. 1996: Affiliate marketing, pay-per- acquisition Amazon/EPage/CDNow pay hosts for sales generated through ads on their sites. History of online advertising
  7. 7.  Cost -per-1000 impressions (CPM):  Advertiser pays each time ad is displayed  Models existing standards from magazine, radio, television  Main business model for banner ads to date  Corresponds to inventory host sells  Exposes advertiser to risk of fluctuations in market  Banner blindness: effectiveness drops with user experience  Barrier to entry for small advertisers  Contracts negotiated on a case-by-case basis with large minimums (typically, a few thousand dollars per month) DM Pricing Models – CPM
  8. 8. DM Pricing Models – CPC  Cost-per-click (PPC):  Advertiser pays only when user clicks on ad  Common in search advertising  Middle ground between PPM and PPA  Does not require host to trust advertiser  Provides incentives for host to improve ad displays
  9. 9. DM Pricing Models – CPA  Cost-per-action (CPA):  Advertiser pays only when user takes an action which is promoted on the ad  Highest value for advertisers  Popular with niche and targeted advertising  Very contextual  Requires a very high working terms between host and advertiser  Provides incentives for host to improve ad displays
  10. 10. Section 2  Tools of the trade  Metrics and data  Analysis of the data Display Advertising
  11. 11. Display Advertising – Introduction  Display Advertising refers to web advertising displaying the message using graphical information beyond text.  Includes image, rich media, floating, transitional etc  A clear advantage consumers have with online advertisement is the control they have over the product, choosing whether to check it out or not  Online advertisement can also be classified as Digital Promotions.  Digital promotion in connection to the television industry is when networks use authentic digital resources to promote their new shows in a growing vast range of venues.
  12. 12. Display Advertising – Example
  13. 13. Types of ads  Floating ad: An ad which moves across the user's screen or floats above the content.  Expanding ad: An ad which changes size and which may alter the contents of the webpage.  Polite ad: A method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewed  Wallpaper ad: An ad which changes the background of the page being viewed.  Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an error message or an alert.  Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage.  Mobile ad: an SMS text or multi-media message sent to a cell phone.
  14. 14. Types of ads  Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows.  Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed. This is the kind of advertising most prominent in television, and many advertisers will use the same clips for both television and online advertising.  Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps  Superstitial: It uses video, 3D content or Flash to provide a TV-like advertisement.  Interstitial ad: a full-page ad that appears before a user reaches their original destination
  15. 15. Ecosystem – Overview Third Party ad-server
  16. 16. Tools used  Third party as-serving technologies collect the served data  They use different sets of tags for this functionality to get enabled  The tools that are popular in the marker today are,  DFA – Dart for Advertisers  Mediamind  Both the systems use provide conversion and retargeting methodology
  17. 17. Media Analytics – DFA Interface
  18. 18. Media analytics – Mediamind Interface
  19. 19. Data metrics and Reports  Data metrics and reports are specific to the tool that is being used  Commonly used metrics are – Impressions (Targeted, served and reported), Clicks, click through rate, interaction rate, dwell rate, Conversions, Conversion rate, Return on investment, absolute unique visitors, visibility rate  There are measured using Cookies. A cookie is used to measure the values as show -
  20. 20. Cookie Window  It is the predefined number of days considered before a user conversion, during which user actions (impressions and clicks) are counted.  MM caters for separate cookie window settings for impressions and clicks. The Number of Events: For Cookie Window 1: 1 impression, 1 click For Cookie Window 2: 2 impressions, 2 clicks * Same cookie window for impressions and clicks Cookie Window 2 * Impression Cookie Window 1 * Click ClickImpression Conversion
  21. 21.  Review the data to distinguish causality and correlation among events  Conduct Experimentation: (Examples)  Ad Rotation: 3 different creative’s  Website Optimizer  E.g. 6000 search quality experiments, 500 of which were launched.  Repeated experimentation:  Continuous Improvement (Multi-armed bandit) Taking an action on report
  22. 22. Section 3  Search engine and keyword reports  Content optimization for search engine Search Engine Optimization (SEO)
  23. 23. Section 4  Google ad words reports  Google ad planner reports Search Engine Marketing (SEM)
  24. 24. Sponsored Search Ads
  25. 25. Typical Parameters Keyword Price in 3rd slot # of Keywords $20-$50 2 $10.00 - $19.99 22 $5.00 - $9.99 206 $3.00 - $4.99 635 $1.00 - $2.99 3,566 $0.50 - $0.99 4,946 $0.25 - $0.49 5,501 $0.11 - $0.24 5,269  PPC of most popular searches in Google, 4/06
  26. 26. Typical Parameters Keyword Top Bid 2nd Bid mesothelioma $100 $100 structured settlement $100 $52 vioxx attorney $38 $38 student loan consolidation $29 $9  Bids on some valuable keywords  CTRs are typically around 1%
  27. 27. AdWords FrontEnd
  28. 28. Section 5  Social media metrics Social media reports
  29. 29. Introduction  Social Engagement reports or Social Reports, can be used to analyse on-site and off-site interactions with social networks in reference to your own website content.  The reports’ ultimate goal is to enable brands to measure the return on investment for social media activities and make more accurate, data-driven decisions about social.
  30. 30. Social Engagement Reports  The Social Engagement report shows site behaviour changes for visits that include clicks on any social sharing actions.  This allows website owners to understand whether there is a different behavior between visitors that share and visitors that do not share or between different types of “sharers”
  31. 31. Social Action Reports  The Social Actions report shows the number of social actions (+1 clicks, Tweets, etc) taken on the site. This can be helpful to prioritize which share buttons should be in the header of an article, for example:
  32. 32. Social Pages Reports  The Social Pages report shows the pages on the site driving the highest the number of social actions. This is very useful to learn which content is viral and what your visitors really like to read to the point of sharing it with their friends.
  33. 33. Social Interaction Tracker  This change is so meaningful that Google went the extra mile to create the Social Interaction Tracking, a new tracking function that will be used for social tracking only. Basically, the syntax is as follows: _trackSocial(network, socialAction, opt_target, opt_pagePath)  Network: Name of the social network (google, facebook, twitter, digg, etc)  SocialAction: Type of action (like, tweet, send, stumble)  opt_target: Subject of the action being taken. Optional, defaults to the URL being shared (document.location.href). Can be manually set to anything: a different URL (if they’re sharing content that “points” to another URL), an entity (e.g, product name, article name), or content ID  opt_pagePath: The page on which the action occurred. Optional, defaults to the URI where the sharing took place (document.location.pathname). Can be manually set (like a virtual pagename).
  34. 34. Conclusion  Social reporting is just getting started. As people continue to find new ways to interact across the Web, we look forward to new reports that help business owners understand the value that social actions are providing to their business. So +1 to data! Source : social-engagement-reporting-83707
  35. 35. For Q&A: Contact: Thank you

Notas del editor

  • V4:Cookie windows can be set up to be anything between 1 and 90 days.Before V4: 7, 15, 30, 45, 60 and 90 days