FEAR The of Analytics Matt Bailey President, SiteLogic @MattBaileySays Friday, April 13, 12
FEARTheof
AnalyticsMatt BaileyPresident, SiteLogic@MattBaileySays
Friday, April 13, 12
Friday, April 13, 12
Reports: - Page Views
- Hits- Top Pages- Monthly Visitors- Time on Site
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For less than $2,000, the campaign provided validated
leads worth $4.8 million
IBM
IBM is your “Personal Trainer” email campaign
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Chipotle
1. Direct Mail offer in Earth-Friendly brown wrapper2. Offer for a Free Burrito and BOGO free coupons3. 17% redemption - Outperformed in all age groups
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Over 80 million votes were registered; 3.5 million "likes" on the Pepsi Facebook;
60,000 Twitter followers.
Lost 5% of Market ShareLoss of $500 Million
Now #3 (behind Coke)
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when data is
SIMPLE action is
impossibleFriday, April 13, 12
Visitors = 200,000
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Page Views = 400,000
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Average Time on Site= 6:00 min
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NewsMarketsClosing
NumbersTickers
Analysis
AnalysisLong-term forecasts Columns
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Unique Visitors
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Cookies
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Visitor Sessions
and again...
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Referrals
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Bounce Rate
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$
Conversion Rate
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Brand Metric Social EquivalentReach/Awareness Impressions
Video ViewsConsideration Engagement
InstallationPollsCommunity MembersContest EntriesTime Spent
Favorability Pass-along / Share / Forward“like” / “favorite”positive blog coverage & comments
Purchase Sales
Loyalty ReferralsFriday, April 13, 12
Goal
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when data is
COMPLEX understanding iseasy
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of
Context
ComparisonContrast
3 C’s Analytics
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Question-asking is the single greatest tool humans have.
-Neil PostmanFriday, April 13, 12
BUILDCONTEXT
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Contexttells a
storyFriday, April 13, 12
Analytics According to Captain KirkThe “Red Shirt” Phenomenon
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Crew of 45054 total deaths = 13.7 % mortality rate
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11% - Yellow shirt 9% - Blue shirt79% - Red shirt
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057.5%
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42.5%Friday, April 13, 12
16%Friday, April 13, 12
57% Beaming Down42% On-Board Mayhem16% Kirk meets Alien Women
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Keyword Segments
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CRMecommerce marketing
softwarvendor
management
free simple
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more data gives
morecomparison
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comparison
relationshipsshows
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ContextVisitors who searched for: term Who entered at page: page Converted at a rate of: x%
Are Worth= $ Friday, April 13, 12
Segment Acquisition
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Determine Causality
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Find Intent Discover ExpectancyObserve ReactionsAnalyze Behavior
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Blogs & ArticlesYouTube
Discussion ForumsSearch
FacebookTwitter
SocNews
Cont
ext
Competition
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better analysis
specificaction
provides
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$4.35
Content Value
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$1.
Content Value
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Follow the Money
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specific actions
profitresults in
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12.12%
26.67%
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Value
$4.30
$18.96
Primary Keyword
“Long Tail” Keyword
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$6.99
$0.18
Value
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more
betteranalysis
makes Data
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from:http://www.sitelogicmarketing.com/recommended-
products/internet-marketing-anhouraday
customized:http://bit.ly/imhour
URL Shorteners
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Original Link: http://www.sitelogicmarketing.com/recommended-products/internet-marketing-anhouraday
Trackable Link:?utm_source=twitter& utm_medium=social& utm_campaign=im-ahad-promo
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Product-XYZ-launch
Product-XYZ-awards
Product-XYZ-update
Product-XYZ-newbeta
Book - Launch
Book - Promo
Book - Promo - NYSES
Book - Promo - Reviews
90
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Future of Social
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Semantic Analysis
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Multi-Channel
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Integration
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Attribution
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Marketing
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