How To Measure Your Online Marketing - Fort Wayne Chamber

cirrusabscomtwittercomcirrusabsfacebookcomcirrusabsyoutubecomusercirrusabslinkedincomcompaniescirrus-abs

How To Measure Your Online Marketing Kevin Mullett

How To Measure Your Online Marketing Kevin Mullett

kevinmullettcomtwittercomkmullettfacebookcomkevinmullettlinkedincominkevinmullettjust google ldquokevin mullettrdquo

director of product development

Analytics facing the reality of analytics

time + knowledgebull keeping up and interpreting can be a full time job

bull tool selection configuration amp reporting is work

bull someone will know more about a specific uses

bull the goal is to get you thinking critically about marketing measurement

bull always changing

kmullett AnalyticsFW

Analytics hippo hunting

kmullett AnalyticsFW

hippo hunting with a bonus expert tag to fillbull turning opinion into data hippo = highest paid persons opinion

Analytics will provide you with powerful data (ammo) capable of bringing down the largest hippos and experts when opinion starts to creep in to a conversation

Analytics data trumps opinion

kmullett AnalyticsFW

Analytics why analytics matter

whatrsquos really workingbull organic search engine optimization

bull paid search or online advertising

bull social media channels

bull traditionaloffline methods

kmullett AnalyticsFW

Analytics are we connecting the dots

kmullett AnalyticsFW

we need to knowhellipbull which marketing methods promotions social

channels copy creative and advertising work

bull where to allocate marketing dollars based on ROI

bull where do visitors really come from and go tondash offline and online tracking of marketing

What if a marketing method worked but nobody was recording the win What if your marketing wasnrsquot working but you were still spending money based on beliefs

Analytics you canrsquot measure what isnrsquot recorded

kmullett AnalyticsFW

Analytics what can analytics can tell us

kmullett AnalyticsFW

is my website really performing as it shouldbull works for human trafficvisitors

bull hindrances to search botsspiders

bull potential performance platform or path issues

Analytics the different choices

bull server level statistics (by host AW Stats WebTrends Urchin)

bull CMS (specific to each content management system)

bull third party (external to site services Google Analytics Chartbeat Clicky Woopra crazyegg)

kmullett AnalyticsFW

bull aggregators (stats from multiple sources and services postrank)

bull nichersquo (measure specific services like social networks or metrics ClickTale Facebook Insights Buzz-Charts Twitalyzer)

Analytics plenty of others

kmullett AnalyticsFW

Analytics but the numbers donrsquot match

each software developer decides what metrics should be included and the criteria that make them up

kmullett AnalyticsFW

The best analytics package wont help if never reviewed deciphered and acted upon Set up automated reports or schedule reminders

Analytics no good if never seen

kmullett AnalyticsFW

Take Action 1 track your links

setup a bitly URL shortener account(i know of over 30 other url-shorteners but bitly is trusted amp widely used)

kmullett AnalyticsFW

Take Action 2 easy link tracking amp reports

use hootsuite to keep track automagically(consider paying nominal fee for additional reporting options)

kmullett AnalyticsFW

Distribution subscriptions followers likes SERP position amp traffic are not direct indicators of actual attention value or ROI

Analytics i have a bridge to sell you

kmullett AnalyticsFW

Take Action 3 track content shares

kmullett AnalyticsFW

are those sharing buttons on your site workingbull what caused the most sharesbull did it bring any traffic back

Take Action 4 track email campaigns

kmullett AnalyticsFW

are your emails resonating driving traffic and leadsbull open rates

bull click through rates

bull offer redemptions

Analytics why would Cirrus ABS care

Cirrus ABS needed a vehicle for proving the value of our process and solutions and how they differed from othersbull online marketing on the rise traditional marketing declining

bull importance of search engine optimization trafficvisibility

bull visitor centric sites with paths to conversion

kmullett AnalyticsFW

Take Action 5 customizing your dashboard

kmullett AnalyticsFW

get the information you need quickly1 browse to the report you want to add

2 select the ldquoadd to dashboardrdquo button

3 select the ldquoview dashboardrdquo link

4 repeat for other reports you would like to add

Take Action 6 create reports to sharekeep

exporting one time reports1 navigate to the report you want to create

2 select the ldquoexportrdquo drop down tab

3 select the appropriate formatndash PDF (vector output for quality visual reference ease of sharing)

ndash XML (extensible markup language)

ndash CSV (comma separated value Excel)

ndash TSV (tabbed separated value Excel)

4 save (different per browser)

kmullett AnalyticsFW

Take Action 7 schedule report attention

now letrsquos create an automated report1 navigate to the report you want to create

ndash example ldquocontentrdquo raquo ldquotop contentrdquo

2 click the ldquoemailrdquo button

3 click the ldquoschedulerdquo tab

4 input emails andor check ldquosend to merdquo

5 fill in the remaining fields

6 select the desired format

7 select daily weekly monthly quarterly

8 optionally select to includea ldquodate comparisonrdquo

9 click ldquoschedulerdquo

kmullett AnalyticsFW

Take Action 8 start annotating key events

a favorite feature of Google Analytics is annotation1 select a date range (from the main dashboard)

2 click the dot that corresponds to a date of a known event

3 type in the annotation and save

kmullett AnalyticsFW

Take Action 9 inbound social traffic

kmullett AnalyticsFW

advanced segments help tell the story (regular expression)

facebookcom|fbme|twittercom|tco|tinyurl|hootsuitecom|owly|bitly|htly|linkedincom|stumbleuponcom|supr|tumblrcom|slideshare|youtubecom|youtube|ningcom|dailyboothcom|flickrcom|flickr

Analytics bounce rates defined

what is a bounce ratebull landed on and left from a given page (any page) on your sitebull allowed their session to timeout (GArsquos session timeout is 30 minutes)

ndash upon returning from eating lunch a new session would start and the previous one would be counted as a bounce

ndash a lost internet connection may count as a new session when restored in some situations

bull back button used to leave the sitebull typed a new address into the address bar to leavebull closed the browser window or tabbull no further currently defined action took place

ndash they might have called but unless you have a special phone numberhellip

kmullett AnalyticsFW

Analytics why is bounce important

bounce as an indicatorbull possible inadequate paths to action (next steps)

ndash if they make it to ldquocontact usrdquo do they end up on ldquothank yourdquo

bull shows lost conversions or missed client acquisitionsndash does the landing page match the marketing offer amp CTA

bull spotlights visit quality and page relevancy to visitorsndash wasted efforts attracting visitors for the wrong keyword phrases

kmullett AnalyticsFW

Analytics exceptions to the bounce rule

certain sitesvisits are likely to have higher bounce ratesbull blogs and news where the visitor is looking at a specific article

bull informational searches (as opposed to navigational or transactional)

ndash follow a search result for specific information

bull sites with timely information on the homepagendash event calendars and clubs

according to Avinash Kaushik a respected GArsquos expert an average

bounce rate is 40-60 ldquoIt is really had to get a bounce rate under 20 anything

over 35 is cause for concern 50 (above) is worryingrdquo Avinash Kaushik

kmullett AnalyticsFW

Set goals before your website is created Integrate those goals into your marketing campaigns and then measure for effectiveness

Analytics start with goals

kmullett AnalyticsFW

Take Action 10 creating goals

first time goal creation1 click ldquogoals in the left nav2 select ldquoset up goals and funnels 3 select ldquoadd goalrdquo4 name the goal ldquocontact usrdquo5 select the ldquourl destinationrdquo radio button6 go to your contact us page and copy

the url now paste that url into the ldquogoal urlrdquo box7 click ldquosave goalrdquo

note additional goals setup from ldquoanalytics settingsrdquo raquo ldquoeditrdquo raquo ldquo+ add goalrdquo

kmullett AnalyticsFW

adding a funnel to the goal1 click ldquoyes create a funnel for this goalrdquo

2 enter the first url and name it

3 click ldquoadd goal funnel steprdquo

4 repeat step 2 and 3 until the funnel is complete

Take Action 11 visualizing goals

kmullett AnalyticsFW

which referring sites send you the most traffic1 select a date range if desired

2 click ldquotraffic sourcesrdquo in left nav

3 click ldquoreferring sitesrdquo

Take Action 12 referring the most traffic

kmullett AnalyticsFW

which referring sites send you the best trafficndash review visits pagesvisit time on site new visits and bounce rate

ndash change to ldquovisitor typerdquo to see new visitors to the site

ndash change to ldquoregionrdquo to see where the visits come from(keeping in mind that ISP donrsquot always report correctly)

ndash note how the bounce rate climbs the farther away they are(if the site is location sensitive)

ndash If your paying for banner advertisement or any other type of paid trafficyoursquore looking for quality of conversion not simply traffic

Take Action 13 referring the best traffic

kmullett AnalyticsFW

Analytics metrics for site improvement

use analytics to improve sites marketing and conversionbull change opinion into to data (hippo vs your users)

bull measure media and marketing effectiveness

bull allocate budgets to campaigns with returns or conversions

bull testing testing testinghellip measure changes (onsite or offsite)

kmullett AnalyticsFW

FREE upcoming events

July 26th

blogging

facebookcomsmbftw

smbfw

August 3rd

Chamber Academy

Search Engine Optimization Letrsquos Get Visible

RSVP Now

kmullett AnalyticsFW

Well Help You Master Internet Marketing

These days itrsquos more important than ever for you to reach new prospects satisfy customers find new efficiencies and grow your business The Webs the way to do it We can help Call 18778174442

kmullett AnalyticsFW

cirrusabscomtwittercomcirrusabsfacebookcomcirrusabsyoutubecomusercirrusabslinkedincomcompaniescirrus-abs

How To Measure Your Online Marketing Kevin Mullett