Search and social metrics (and strategies to accomplish them) depend heavily on the tools used. This session will explore basic metrics, segmentation of these metrics, correlation to business objectives, and how these elements relate to attribution.
In this session, you will learn:
How search and social interpret various SEO, social, and site metrics like traffic, referral data, and conversions.
How to uncover both onsite and distribution-channel strategies from the data.
How to get the most out of various paid and free tools.
2. Who We Are
Michelle Stinton Ross
Social Marketing Manager
Offers.com
@SocialMichelleR
Thom Craver
VP, Development & IT
Internet Marketing Ninjas
@ThomCraver
3. What’s Going on Here?
“What networks are we on?”
“Are we doing it right?”
“How do we know if this is working?”
“Did we meet our goals?”
“What ARE our goals?!”
18. Measuring Social ROI – Cha-
Ching!
Revenue Generation
• Online sales
• Paid subscriptions
• Ad Impressions/Clicks
Cost Savings:
• PDF Downloads
• Data, Demographics
19. Where SEO & Social
Meet
Search visitors and Social visitors
• Have completely different mindsets
• Use widely different devices
• Have different demands on their time &
attention
20. 20 Built-In Segments
• Direct Traffic
• Non-Paid Search Traffic
• Paid Search Traffic
• Referral Traffic
• Search Traffic
• Bounced Visits
• Non-bounce Visits
• Single Visit Users
• Multi-visit Users
• New Users
• Returning Users
• Converters
• Visits with Conversion
• Visits with Transactions
• Performed Site Search
• Made a Purchase
• Mobile & Tablet Traffic
• Mobile Traffic
• Tablet and Desktop Traffic
• Tablet Traffic
22. Hi, Thom!
The minute you signed up, you became visible
on our "New trials" widget.
But currently we're a bit worried to see you on
the "Trial users that have only logged in once"
dashboard.
Understand Visitor Behavior
24. Conversion Path
1ST VISIT
VISIT 2
(ASSIST)
VISIT 3
(ASSIST)
VISIT 4
(LAST
TOUCH)
CONVERSION!
Time Lag
How many days
have passed from
first visit to last.
28. Final Thoughts…
• Create a strategy based on business objective metrics
• Best tools: Analytics and Your Brain!
• Just because you CAN measure it,
Doesn’t mean you SHOULD!
29. Thank you! Q & A
Michelle Stinton Ross
Social Marketing Manager
Offers.com
@SocialMichelleR
Thom Craver
VP, Development & IT
Internet Marketing Ninjas
@ThomCraver
Notas del editor
“Closers” … “Influencers” … “Introducers” …
Splitting the DifferenceOne form of linear attribution model suggests each channel’s interaction receives equal credit toward converting the visitor. Other models work similarly, but may heavily weight the first touch, last touch or even both touches. Some position-based models assign 40% of the credit to the first touch, 40% to the last touch and then splits the remaining 20% credit to the channels in the middle.