Mark Hill, Principal, The Group, looks at how web analytics can be used in measuring your corporate brand reputation at our seminar 18 May 2010

1. Online measurement: The corporate brand and the corporate web site Mark Hill Principal – The Group

2. Drowning in data? Unique visitors Page views Visits Bounce rates Paths

3. In one word, describe online brand measurement today eMarketer poll, 2009

4. Revenue measures dominate Source: Forbes, 2009 Ad Effectiveness survey of US marketing managers

5. Who are my users? How do / did we reach them? Do calls to action work? Did they get a favorable impression / change perception? How successful is the site at achieving its strategic goals? Online – brand owners need answers

6. E-commerce (revenue-driven) measures are not suitable for brand and content driven sites ...There is no web analytics methodology to measure online corporate brands

7. Solutions

8. What can my web site tell me? User behaviour

9. Behaviour metrics are used instead of revenue measures Dwell timeCuriosityLoyaltyFamiliarityEngagementConsumptionKinship

10. Behaviour metrics can be used to measure strategic goals. Mission and values Brand stories Responsibility content Articulate the brand Vision

11. Behaviour metrics show quality differences in site experiences Content owners can be made accountable for performance

12. Online brand measurement exists – using behaviours And can applied to bring strategic rigour and accountability Visibility of users, their content and actions has value to corporate communicators

13. Any questions?

14. Gaia Insight is a division of The Group, the interactive communication agency.We specialise in behavioural web analytics and provide consultancy advice and an online analytics service.If you’d like a demonstration of the Gaia Insight online portal please contact:Paul.Greenwood@Gaiainsight.com