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WebStrategies Inc.

   chrisleone.me
From Analytics to Actions: Utilize Your Website Data
From Analytics to Actions: Utilize Your Website Data
Ever use web
analytics to make a
 business decision?



If web disappeared,
how would it impact
   our business?
?
Negligible impact




?
?   Significant impact,
        but we could
          survive




?
?   Cease to exist




?
$$ $
                             $$




                                 $ $$
                          $$ $
                           $$ $ $ $




                           $ $
  $$                         $$
                           $$ $ $$




                            $
$$ $ $ $
$



      $        Marketing         $$
    $
$



            investment made
           online predicated
           by importance of
                  web



                 $$
                      $
Web
Analytics      <3s        ROI
   Need clear idea of what we’re
      getting for our spend.

       Enter: Web Analytics
Web Analytics
3 Important Points

            #1
  Doesn’t jump through hoops out
       of the box. It takes
  configuration, time, patience,
 and participation from different
     teams and their members.
Web
         Analytics

1
              #2
    There are A LOT of metrics and
    dimensions in Google Analytics.
Time after Search        % Exit                             Goal1 Abandonment Rate     Goal18 Completions         Goal8 Completions
Time on Page             % New Visits                       Goal1 Completions          Goal18 Conversion Rate     Goal8 Conversion Rate
Time on Site             Abandoned Funnels                  Goal1 Conversion Rate      Goal18 Starts              Goal8 Starts
Total Abandonment Rate   Ad Content                         Goal1 Starts               Goal18 Value               Goal8 Value
                         Ad Group                           Goal1 Value                Goal19 Abandoned Funnels   Goal9 Abandoned Funnels



                                           Web
Total Events
Total Goal Completions   Ad Slot                            Goal10 Abandoned Funnels   Goal19 Abandonment Rate    Goal9 Abandonment Rate
Total Goal Starts        Ad Slot Position                   Goal10 Abandonment Rate    Goal19 Completions         Goal9 Completions
Total Goal Value         Affiliation                        Goal10 Completions         Goal19 Conversion Rate     Goal9 Conversion Rate
Total Unique Searches    Average Value                      Goal10 Conversion Rate     Goal19 Starts              Goal9 Starts
Transaction              Avg. Time on Page                  Goal10 Starts              Goal19 Value               Goal9 Value
                         Avg. Time on Site                  Goal10 Value               Goal2 Abandoned Funnels    Hostname



                                        Analytics
Transactions
Unique Events            Bounce Rate                        Goal11 Abandoned Funnels   Goal2 Abandonment Rate     Hour
Unique Pageviews         Bounces                            Goal11 Abandonment Rate    Goal2 Completions          Impressions
Unique Purchases         Browser                            Goal11 Completions         Goal2 Conversion Rate      Java Support
Unique Visitors          Browser Version                    Goal11 Conversion Rate     Goal2 Starts               Keyword
User Defined Value       CPC                                Goal11 Starts              Goal2 Value                Landing Page
Visitor Type             CPM                                Goal11 Value               Goal20 Abandoned Funnels   Language
Visitors                 CTR                                Goal12 Abandoned Funnels   Goal20 Abandonment Rate    Medium
Visits                   Campaign                           Goal12 Abandonment Rate    Goal20 Completions         Mobile
Visits with Search       City                               Goal12 Completions         Goal20 Conversion Rate     Month
Week                     Clicks                             Goal12 Conversion Rate     Goal20 Starts              New Visits




           1
                         Connection Speed                   Goal12 Starts              Goal20 Value               Operating System
                         Continent                          Goal12 Value               Goal3 Abandoned Funnels    Operating System Version
                         Cost                               Goal13 Abandoned Funnels   Goal3 Abandonment Rate     Page
                         Cost per Conversion                Goal13 Abandonment Rate    Goal3 Completions          Page Depth
                         Cost per Goal Conversion           Goal13 Completions         Goal3 Conversion Rate      Page Title
                         Cost per Transaction               Goal13 Conversion Rate     Goal3 Starts               Pages/Visit
                         Count of Visits                    Goal13 Starts              Goal3 Value                Pageviews
                         Count of Visits to a Transaction   Goal13 Value               Goal4 Abandoned Funnels    Per Visit Goal Value
                         Country/Territory                  Goal14 Abandoned Funnels   Goal4 Abandonment Rate     Per Visit Value
                         Custom Variable (Key 1)            Goal14 Abandonment Rate    Goal4 Completions          Product
                         Custom Variable (Key 2)            Goal14 Completions         Goal4 Conversion Rate      Product Category
                         Custom Variable (Key 3)            Goal14 Conversion Rate     Goal4 Starts               Product Revenue
                         Custom Variable (Key 4)            Goal14 Starts              Goal4 Value                Product SKU
                         Custom Variable (Key 5)            Goal14 Value               Goal5 Abandoned Funnels    Quantity
                         Custom Variable (Value 1)          Goal15 Abandoned Funnels   Goal5 Abandonment Rate     RPC
                         Custom Variable (Value 2)          Goal15 Abandonment Rate    Goal5 Completions          Referral Path
                         Custom Variable (Value 3)          Goal15 Completions         Goal5 Conversion Rate      Refined Keyword
                         Custom Variable (Value 4)          Goal15 Conversion Rate     Goal5 Starts               Region




           2
                         Custom Variable (Value 5)          Goal15 Starts              Goal5 Value                Revenue
                         Day                                Goal15 Value               Goal6 Abandoned Funnels    Screen Colors
                         Days Since Last Visit              Goal16 Abandoned Funnels   Goal6 Abandonment Rate     Screen Resolution
                         Days to Transaction                Goal16 Abandonment Rate    Goal6 Completions          Search Depth
                         Domain                             Goal16 Completions         Goal6 Conversion Rate      Search Exits
                         Entrances                          Goal16 Conversion Rate     Goal6 Starts               Search Refinements
                         Event Action                       Goal16 Starts              Goal6 Value                Search Term
                         Event Category                     Goal16 Value               Goal7 Abandoned Funnels    Service Provider
                         Event Label                        Goal17 Abandoned Funnels   Goal7 Abandonment Rate     Shipping
                         Event Value                        Goal17 Abandonment Rate    Goal7 Completions          Site Search Category
                         Exit Page                          Goal17 Completions         Goal7 Conversion Rate      Site Search Status
                         Exits                              Goal17 Conversion Rate     Goal7 Starts               Source
                         Flash Version                      Goal17 Starts              Goal7 Value                Source/Medium
                         Goal Conversion Rate               Goal17 Value               Goal8 Abandoned Funnels    Sub Continent Region
                         Goal1 Abandoned Funnels            Goal18 Abandoned Funnels   Goal8 Abandonment Rate     Tax
Web
      Analytics

1
           #2
    Often leads to inaction
       instead of action
Web
    Analytics

1
        #3
2   We care about the
       wrong stuff
we care about the
   wrong stuff
 #biggestsinofwebanalytics
Stop focusing on just
buying campaigns. Think
  about buying wins
Buying Wins
NOT WINS                      WINS

                                  Signups
            Total Visits
                            Cost per Acquisition
Pageviews                  Economic Value
                                        Revenue
              Hits
                            Conversion
Pages per                     Rate
  Visits
                                    Per Visit Value
            Exit Rate
                             Downloads
Outcomes



Sources   One report to
          rule them all
Conversion
           Signups Downloads Revenue   Rate

Google
Facebook
  Bing
 Email
Twitter
 Offline
Visitor Insight
1) Identify a question
2) X marks the spot
3) Track it
4) Get answers
1) Identify a question
2) X marks the spot
3) Track it
4) Get answers
From Analytics to Actions: Utilize Your Website Data
From Analytics to Actions: Utilize Your Website Data
1) Identify a question
2) X marks the spot
3) Track it
4) Get answers
From Analytics to Actions: Utilize Your Website Data
1) Identify a question
2) X marks the spot
3) Track it
4) Get Answers
Custom Built   1.25 : 1     Pre-Built
       1st Floor     1.5 : 1     2nd Floor


1st Floor Custom    1.9 : 1    2nd Floor Pre Built
Offline Response
Tracking visitors who came directly to the site
                     OR
             searched brand name
↑ 66.5%   ↓ 68.2%   ↓ 64.7%   ↑ 10.9%
Reducing Waste
✓ Pay-Per-Click Traffic
✓ Pay-Per-Click Traffic
✓ Non-Branded
✓ Pay-Per-Click Traffic
✓ Non-Branded
✓ Zero Revenue
From Analytics to Actions: Utilize Your Website Data
From Analytics to Actions: Utilize Your Website Data
Testing Copy
& Promotions
It should
     say this!

            No, no..it
           should say
             that!
A                        B
$1 Membership                                     Join for a buck                                         Join for $1
We offer a variety of         Download            We offer a variety of         Download            We offer a variety of         Download
classes and equipment                             classes and equipment                             classes and equipment
                              $1 Offer                                          $1 Offer                                          $1 Offer

Ut enim ad minim veniam,                          Ut enim ad minim veniam,      Hear from our       Ut enim ad minim veniam,      Hear from our
                              Hear from our
quis nostrud exercitation                         quis nostrud exercitation     members:            quis nostrud exercitation     members:
                              members:
ullamco laboris nisi ut                           ullamco laboris nisi ut                           ullamco laboris nisi ut
aliquip ex ea commodo         “Tom is an          aliquip ex ea commodo         “Tom is an          aliquip ex ea commodo         “Tom is an
consequat. Duis aute irure    excellent trainer   consequat. Duis aute irure    excellent trainer   consequat. Duis aute irure    excellent trainer
dolor in reprehenderit in     and helped me       dolor in reprehenderit in     and helped me       dolor in reprehenderit in     and helped me
voluptate velit esse cillum   achieve all my      voluptate velit esse cillum   achieve all my      voluptate velit esse cillum   achieve all my
dolore eu fugiat nulla        goals”              dolore eu fugiat nulla        goals”              dolore eu fugiat nulla        goals”
pariatur. Excepteur sint                          pariatur. Excepteur sint                          pariatur. Excepteur sint
occaecat                                          occaecat                                          occaecat
Winner:
               • var3




7801   7.39%

6604   6.30%   14.7

4782   4.58%   38.0

8719   8.31%   12.5      Winner
2.13% CTR   1.72% CTR   3.10% CTR

                           ✓
Incentives
$$$$   $$   $
Perishable          Non-Perishable
             Variable(               Variable(
                         Flat(Rate               Flat(Rate
             Shipping                Shipping



California    14.6%                   26.3%


East(Coast    27.9%                   30.0%
Perishable          Non-Perishable
             Variable(               Variable(
                         Flat(Rate               Flat(Rate
             Shipping                Shipping



California    14.6%       24.8%       26.3%       27.9%


East(Coast    27.9%       28.8%       30.0%       29.2%
Social Value
3 Types of Platforms
Our
Website
Twitter



           Yelp
                                          Google+




Facebook
                     Our
                    Website
                                               Google
                                               Places




           Tumblr
                               LinkedIn
Reddit




                               Twitter

Quora               Yelp
                                                 Google+

                                                           Forums

                              Our
         Facebook
                             Website


                                                 Google
 Other                                           Places
                Tumblr
 blogs
                                    LinkedIn




                                               Other
                                                social
                                               profiles
3 Types of Platforms
1. Volume of buzz created around     26.  Ratings                                  51.  Method of content discovery (search,    76.  Savings per customer assisted through
       a social campaign                                                                  pass-along, discovery engines, etc)          direct social media interactions compared
                                            27.  Social bookmarks                                                                      to other channels (e.g., call centers, in-
2.     Amount of buzz based on number of                                                  52.  Clicks                                  store)
                                            28.  Subscriptions (RSS, podcasts, video
impressions                                 series)                                                                                    77.  Savings generated by enabling
                                                                                          53.  Percentage of traffic generated from
                                                                                          earned media                                 customers to connect with each other
3.     Shift in buzz over time              29.  Pageviews (for blogs, microsites, etc)
                                                                                          54.  View-throughs                           78.  Impact on first contact resolution
4.     Buzz by time of day / daypart        30.  Effective CPM based on spend per                                                      (FCR) (hat tip to Forrester Research for
                                            impressions received                          55.  Number of interactions                  that one)
5.     Seasonality of buzz
                                            31.  Change in search engine rankings for                                                  79.  Customer satisfaction
6.     Competitive buzz                                                                   56.  Interaction/engagement rate
                                            the site linked to through social media
                                                                                                                                       80.  Volume of customer feedback
7.     Buzz by category / topic             32.  Change in search engine share of         57.  Frequency of social interactions per
                                                                                                                                       generated
                                            voice for all social sites promoting the      consumer
8.     Buzz by social channel (forums,      brand                                                                                      81.  Research & development time saved
                                                                                          58.  Percentage of videos viewed             based on feedback from social media
social networks, blogs, Twitter, etc)
                                            33.  Increase in searches due to social
                                            activity                                      59.  Polls taken / votes received            82.  Suggestions implemented from social
9.     Buzz by stage in purchase funnel
                                                                                                                                       feedback
(e.g., researching vs. completing           34.  Percentage of buzz containing links      60.  Brand association
transaction vs. post-purchase)                                                                                                         83.  Costs saved from not spending on
                                            35.  Links ranked by influence of             61.  Purchase consideration                  traditional research
10.  Asset popularity (e.g., if several     publishers
videos are available to embed, which is                                                   62.  Number of user-generated                84.  Impact on online sales
used more)                                  36.  Percentage of buzz containing            submissions received
                                            multimedia (images, video, audio)                                                          85.  Impact on offline sales
11.  Mainstream media mentions                                                            63.  Exposures of virtual gifts
                                            37.  Share of voice on social sites when                                                   86.  Discount redemption rate
                                            running earned and paid media in same         64.  Number of virtual gifts given
12.  Fans                                                                                                                              87.  Impact on other offline behavior
                                            environment
                                                                                          65.  Relative popularity of content          (e.g., TV tune-in)
13.  Followers                              38.  Influence of consumers reached
                                                                                          66.  Tags added                              88.  Leads generated
14.  Friends                                39.  Influence of publishers reached (e.g.,
                                            blogs)                                        67.  Attributes of tags (e.g., how well      89.  Products sampled
15.  Growth rate of fans, followers, and
                                                                                          they match the brand's perception of         90.  Visits to store locator pages
friends                                     40.  Influence of brands participating in     itself)
                                            social channels
16.  Rate of virality / pass-along                                                                                                     91.  Conversion change due to user
                                                                                          68.  Registrations from third-party social   ratings, reviews
                                            41.  Demographics of target audience
                                            engaged with social channels                  logins (e.g., Facebook Connect, Twitter
17.  Change in virality rates over time
                                                                                          OAuth)                                       92.  Rate of customer/visitor retention
18.  Second-degree reach (connections       42.  Demographics of audience reached
                                            through social media                          69.  Registrations by channel (e.g., Web,    93.  Impact on customer lifetime value
to fans, followers, and friends exposed -                                                 desktop application, mobile application,
by people or impressions)                   43.  Social media habits/interests of                                                      94.  Customer acquisition / retention
                                                                                          SMS, etc)
                                            target audience                                                                            costs through social media
19.  Embeds / Installs                                                                    70.  Contest entries
                                            44.  Geography of participating consumers                                                  95.  Change internal market share
20.  Downloads                                                                            71.  Number of chat room participants
                                            45.  Sentiment by volume of posts                                                          96.  Earned media's impact on results from
21.  Uploads                                                                                                                           paid media
                                                                                          72.  Wiki contributors
                                            46.  Sentiment by volume of impressions
                                                                                                                                       97.  Responses to socially posted events
22.  User-initiated views (e.g., for                                                      73.  Impact of offline marketing/events
videos)                                     47.  Shift in sentiment before, during, and
                                                                                          on social marketing programs or buzz         98.  Attendance generated at in-person
                                            after social marketing programs
                                                                                                                                       events
23.  Ratio of embeds or favoriting to                                                     74.  User-generated content created that
                                            48.  Languages spoken by participating
views                                       consumers                                     can be used by the marketer in other         99.  Employees reached (for internal
                                                                                          channels                                     programs)
24.  Likes / favorites                      49.  Time spent with distributed content
                                                                                          75.  Customers assisted                      100.  Job applications received
25.  Comments                               50.  Time spent on site through social
                                            media referrals
No Silver Bullet




Set Multiple Goals
Influence   Sentiment   Outcomes
Au
   ze




                     die
Si




                      nc
                          e
        Influence


        Reputation
Sentiment

Capture Event



Categorize       Negative   Positive


Action
The Compass School Online Sentiment: May 2012
  Location: Manassas, VA

       Website    Good       Bad                                           Link


Savvy Source        0         2    http://www.savvysource.com/preschools/virginia/manassas/sh28161 the compass school inc



Google Places       10        4             http://maps.google.com/maps/place?cid=17967419281211431749&hl=en



Yelp                1         0                    http://www.yelp.com/biz/the compass school manassas



Glass Door       2 (1 new)    0    http://www.glassdoor.com/Reviews/Employee Review The Compass School RVW711336.htm



Yahoo Local         0         0    http://local.yahoo.com/info 36297461 compass school manassas?tab=webreviews#webrev


GreatSchools        9         6       http://pk.greatschools.org/virginia/manassas/preschools/The Compass School/3185/


Insider Pages       1         0           http://www.insiderpages.com/b/15244960536/the compass school manassas



CitySearch          0         0     http://washingtondc.citysearch.com/profile/44580734/manassas_va/compass_school.html


SuperPages          3         2                                    http://spag.es/oJXEWH


Kudzu               0         0
                    25       14
Outcomes
 (Goals)
Reddit




                               Twitter

Quora               Yelp
                                                 Google+

                                                           Forums

                              Our
         Facebook
                             Website


                                                 Google
 Other                                           Places
                Tumblr
 blogs
                                    LinkedIn




                                               Other
                                                social
                                               profiles
Total Control
                         Downloads, Purchases, Signups,
  Our
 Website                      Conversion Rate



Some Control

   Google+ Google
 Facebook Twitter Yelp
      Tumblr
        LinkedIn
              Places




No Control
         Other
      Other
  Reddit Quora
   Forumssocial
       blogs
        profiles
Outcomes



Sources
Total Control
                         Capture, Observe, Record, Trend,
  Our
 Website                  Promote, Experiment, Fail fast



Some Control
                          Observe, Record, Trend, Promote,
   Google+ Google
 Facebook Twitter Yelp
      Tumblr
        LinkedIn
              Places
                               Experiment, Fail fast

No Control
         Other
      Other
  Reddit Quora
   Forumssocial
       blogs
        profiles
Google
Facebook            Google+              Twitter   Places




           Tumblr             LinkedIn              Yelp




                                                   Review
                                                    Sites




                     Our
                    Website
Reddit




Quora



                            Forums




 Other
 blogs




                  Other
                   social
                  profiles
Buying Wins
    Visitor Insight
  Offline Response
   Reducing Waste
Testing Copy/Headlines
     Buying Wins
      Incentives
     Social Value
chrisleone.me

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From Analytics to Actions: Utilize Your Website Data

  • 1. WebStrategies Inc. chrisleone.me
  • 4. Ever use web analytics to make a business decision? If web disappeared, how would it impact our business?
  • 6. ? Significant impact, but we could survive ?
  • 7. ? Cease to exist ?
  • 8. $$ $ $$ $ $$ $$ $ $$ $ $ $ $ $ $$ $$ $$ $ $$ $ $$ $ $ $ $ $ Marketing $$ $ $ investment made online predicated by importance of web $$ $
  • 9. Web Analytics <3s ROI Need clear idea of what we’re getting for our spend. Enter: Web Analytics
  • 10. Web Analytics 3 Important Points #1 Doesn’t jump through hoops out of the box. It takes configuration, time, patience, and participation from different teams and their members.
  • 11. Web Analytics 1 #2 There are A LOT of metrics and dimensions in Google Analytics.
  • 12. Time after Search % Exit Goal1 Abandonment Rate Goal18 Completions Goal8 Completions Time on Page % New Visits Goal1 Completions Goal18 Conversion Rate Goal8 Conversion Rate Time on Site Abandoned Funnels Goal1 Conversion Rate Goal18 Starts Goal8 Starts Total Abandonment Rate Ad Content Goal1 Starts Goal18 Value Goal8 Value Ad Group Goal1 Value Goal19 Abandoned Funnels Goal9 Abandoned Funnels Web Total Events Total Goal Completions Ad Slot Goal10 Abandoned Funnels Goal19 Abandonment Rate Goal9 Abandonment Rate Total Goal Starts Ad Slot Position Goal10 Abandonment Rate Goal19 Completions Goal9 Completions Total Goal Value Affiliation Goal10 Completions Goal19 Conversion Rate Goal9 Conversion Rate Total Unique Searches Average Value Goal10 Conversion Rate Goal19 Starts Goal9 Starts Transaction Avg. Time on Page Goal10 Starts Goal19 Value Goal9 Value Avg. Time on Site Goal10 Value Goal2 Abandoned Funnels Hostname Analytics Transactions Unique Events Bounce Rate Goal11 Abandoned Funnels Goal2 Abandonment Rate Hour Unique Pageviews Bounces Goal11 Abandonment Rate Goal2 Completions Impressions Unique Purchases Browser Goal11 Completions Goal2 Conversion Rate Java Support Unique Visitors Browser Version Goal11 Conversion Rate Goal2 Starts Keyword User Defined Value CPC Goal11 Starts Goal2 Value Landing Page Visitor Type CPM Goal11 Value Goal20 Abandoned Funnels Language Visitors CTR Goal12 Abandoned Funnels Goal20 Abandonment Rate Medium Visits Campaign Goal12 Abandonment Rate Goal20 Completions Mobile Visits with Search City Goal12 Completions Goal20 Conversion Rate Month Week Clicks Goal12 Conversion Rate Goal20 Starts New Visits 1 Connection Speed Goal12 Starts Goal20 Value Operating System Continent Goal12 Value Goal3 Abandoned Funnels Operating System Version Cost Goal13 Abandoned Funnels Goal3 Abandonment Rate Page Cost per Conversion Goal13 Abandonment Rate Goal3 Completions Page Depth Cost per Goal Conversion Goal13 Completions Goal3 Conversion Rate Page Title Cost per Transaction Goal13 Conversion Rate Goal3 Starts Pages/Visit Count of Visits Goal13 Starts Goal3 Value Pageviews Count of Visits to a Transaction Goal13 Value Goal4 Abandoned Funnels Per Visit Goal Value Country/Territory Goal14 Abandoned Funnels Goal4 Abandonment Rate Per Visit Value Custom Variable (Key 1) Goal14 Abandonment Rate Goal4 Completions Product Custom Variable (Key 2) Goal14 Completions Goal4 Conversion Rate Product Category Custom Variable (Key 3) Goal14 Conversion Rate Goal4 Starts Product Revenue Custom Variable (Key 4) Goal14 Starts Goal4 Value Product SKU Custom Variable (Key 5) Goal14 Value Goal5 Abandoned Funnels Quantity Custom Variable (Value 1) Goal15 Abandoned Funnels Goal5 Abandonment Rate RPC Custom Variable (Value 2) Goal15 Abandonment Rate Goal5 Completions Referral Path Custom Variable (Value 3) Goal15 Completions Goal5 Conversion Rate Refined Keyword Custom Variable (Value 4) Goal15 Conversion Rate Goal5 Starts Region 2 Custom Variable (Value 5) Goal15 Starts Goal5 Value Revenue Day Goal15 Value Goal6 Abandoned Funnels Screen Colors Days Since Last Visit Goal16 Abandoned Funnels Goal6 Abandonment Rate Screen Resolution Days to Transaction Goal16 Abandonment Rate Goal6 Completions Search Depth Domain Goal16 Completions Goal6 Conversion Rate Search Exits Entrances Goal16 Conversion Rate Goal6 Starts Search Refinements Event Action Goal16 Starts Goal6 Value Search Term Event Category Goal16 Value Goal7 Abandoned Funnels Service Provider Event Label Goal17 Abandoned Funnels Goal7 Abandonment Rate Shipping Event Value Goal17 Abandonment Rate Goal7 Completions Site Search Category Exit Page Goal17 Completions Goal7 Conversion Rate Site Search Status Exits Goal17 Conversion Rate Goal7 Starts Source Flash Version Goal17 Starts Goal7 Value Source/Medium Goal Conversion Rate Goal17 Value Goal8 Abandoned Funnels Sub Continent Region Goal1 Abandoned Funnels Goal18 Abandoned Funnels Goal8 Abandonment Rate Tax
  • 13. Web Analytics 1 #2 Often leads to inaction instead of action
  • 14. Web Analytics 1 #3 2 We care about the wrong stuff
  • 15. we care about the wrong stuff #biggestsinofwebanalytics
  • 16. Stop focusing on just buying campaigns. Think about buying wins
  • 18. NOT WINS WINS Signups Total Visits Cost per Acquisition Pageviews Economic Value Revenue Hits Conversion Pages per Rate Visits Per Visit Value Exit Rate Downloads
  • 19. Outcomes Sources One report to rule them all
  • 20. Conversion Signups Downloads Revenue Rate Google Facebook Bing Email Twitter Offline
  • 22. 1) Identify a question 2) X marks the spot 3) Track it 4) Get answers
  • 23. 1) Identify a question 2) X marks the spot 3) Track it 4) Get answers
  • 26. 1) Identify a question 2) X marks the spot 3) Track it 4) Get answers
  • 28. 1) Identify a question 2) X marks the spot 3) Track it 4) Get Answers
  • 29. Custom Built 1.25 : 1 Pre-Built 1st Floor 1.5 : 1 2nd Floor 1st Floor Custom 1.9 : 1 2nd Floor Pre Built
  • 31. Tracking visitors who came directly to the site OR searched brand name
  • 32. ↑ 66.5% ↓ 68.2% ↓ 64.7% ↑ 10.9%
  • 36. ✓ Pay-Per-Click Traffic ✓ Non-Branded ✓ Zero Revenue
  • 40. It should say this! No, no..it should say that! A B
  • 41. $1 Membership Join for a buck Join for $1 We offer a variety of Download We offer a variety of Download We offer a variety of Download classes and equipment classes and equipment classes and equipment $1 Offer $1 Offer $1 Offer Ut enim ad minim veniam, Ut enim ad minim veniam, Hear from our Ut enim ad minim veniam, Hear from our Hear from our quis nostrud exercitation quis nostrud exercitation members: quis nostrud exercitation members: members: ullamco laboris nisi ut ullamco laboris nisi ut ullamco laboris nisi ut aliquip ex ea commodo “Tom is an aliquip ex ea commodo “Tom is an aliquip ex ea commodo “Tom is an consequat. Duis aute irure excellent trainer consequat. Duis aute irure excellent trainer consequat. Duis aute irure excellent trainer dolor in reprehenderit in and helped me dolor in reprehenderit in and helped me dolor in reprehenderit in and helped me voluptate velit esse cillum achieve all my voluptate velit esse cillum achieve all my voluptate velit esse cillum achieve all my dolore eu fugiat nulla goals” dolore eu fugiat nulla goals” dolore eu fugiat nulla goals” pariatur. Excepteur sint pariatur. Excepteur sint pariatur. Excepteur sint occaecat occaecat occaecat
  • 42. Winner: • var3 7801 7.39% 6604 6.30% 14.7 4782 4.58% 38.0 8719 8.31% 12.5 Winner
  • 43. 2.13% CTR 1.72% CTR 3.10% CTR ✓
  • 45. $$$$ $$ $
  • 46. Perishable Non-Perishable Variable( Variable( Flat(Rate Flat(Rate Shipping Shipping California 14.6% 26.3% East(Coast 27.9% 30.0%
  • 47. Perishable Non-Perishable Variable( Variable( Flat(Rate Flat(Rate Shipping Shipping California 14.6% 24.8% 26.3% 27.9% East(Coast 27.9% 28.8% 30.0% 29.2%
  • 49. 3 Types of Platforms
  • 51. Twitter Yelp Google+ Facebook Our Website Google Places Tumblr LinkedIn
  • 52. Reddit Twitter Quora Yelp Google+ Forums Our Facebook Website Google Other Places Tumblr blogs LinkedIn Other social profiles
  • 53. 3 Types of Platforms
  • 54. 1. Volume of buzz created around 26.  Ratings 51.  Method of content discovery (search, 76.  Savings per customer assisted through a social campaign pass-along, discovery engines, etc) direct social media interactions compared 27.  Social bookmarks to other channels (e.g., call centers, in- 2.     Amount of buzz based on number of 52.  Clicks store) 28.  Subscriptions (RSS, podcasts, video impressions series) 77.  Savings generated by enabling 53.  Percentage of traffic generated from earned media customers to connect with each other 3.     Shift in buzz over time 29.  Pageviews (for blogs, microsites, etc) 54.  View-throughs 78.  Impact on first contact resolution 4.     Buzz by time of day / daypart 30.  Effective CPM based on spend per (FCR) (hat tip to Forrester Research for impressions received 55.  Number of interactions that one) 5.     Seasonality of buzz 31.  Change in search engine rankings for 79.  Customer satisfaction 6.     Competitive buzz 56.  Interaction/engagement rate the site linked to through social media 80.  Volume of customer feedback 7.     Buzz by category / topic 32.  Change in search engine share of 57.  Frequency of social interactions per generated voice for all social sites promoting the consumer 8.     Buzz by social channel (forums, brand 81.  Research & development time saved 58.  Percentage of videos viewed based on feedback from social media social networks, blogs, Twitter, etc) 33.  Increase in searches due to social activity 59.  Polls taken / votes received 82.  Suggestions implemented from social 9.     Buzz by stage in purchase funnel feedback (e.g., researching vs. completing 34.  Percentage of buzz containing links 60.  Brand association transaction vs. post-purchase) 83.  Costs saved from not spending on 35.  Links ranked by influence of 61.  Purchase consideration traditional research 10.  Asset popularity (e.g., if several publishers videos are available to embed, which is 62.  Number of user-generated 84.  Impact on online sales used more) 36.  Percentage of buzz containing submissions received multimedia (images, video, audio) 85.  Impact on offline sales 11.  Mainstream media mentions 63.  Exposures of virtual gifts 37.  Share of voice on social sites when 86.  Discount redemption rate running earned and paid media in same 64.  Number of virtual gifts given 12.  Fans 87.  Impact on other offline behavior environment 65.  Relative popularity of content (e.g., TV tune-in) 13.  Followers 38.  Influence of consumers reached 66.  Tags added 88.  Leads generated 14.  Friends 39.  Influence of publishers reached (e.g., blogs) 67.  Attributes of tags (e.g., how well 89.  Products sampled 15.  Growth rate of fans, followers, and they match the brand's perception of 90.  Visits to store locator pages friends 40.  Influence of brands participating in itself) social channels 16.  Rate of virality / pass-along 91.  Conversion change due to user 68.  Registrations from third-party social ratings, reviews 41.  Demographics of target audience engaged with social channels logins (e.g., Facebook Connect, Twitter 17.  Change in virality rates over time OAuth) 92.  Rate of customer/visitor retention 18.  Second-degree reach (connections 42.  Demographics of audience reached through social media 69.  Registrations by channel (e.g., Web, 93.  Impact on customer lifetime value to fans, followers, and friends exposed - desktop application, mobile application, by people or impressions) 43.  Social media habits/interests of 94.  Customer acquisition / retention SMS, etc) target audience costs through social media 19.  Embeds / Installs 70.  Contest entries 44.  Geography of participating consumers 95.  Change internal market share 20.  Downloads 71.  Number of chat room participants 45.  Sentiment by volume of posts 96.  Earned media's impact on results from 21.  Uploads paid media 72.  Wiki contributors 46.  Sentiment by volume of impressions 97.  Responses to socially posted events 22.  User-initiated views (e.g., for 73.  Impact of offline marketing/events videos) 47.  Shift in sentiment before, during, and on social marketing programs or buzz 98.  Attendance generated at in-person after social marketing programs events 23.  Ratio of embeds or favoriting to 74.  User-generated content created that 48.  Languages spoken by participating views consumers can be used by the marketer in other 99.  Employees reached (for internal channels programs) 24.  Likes / favorites 49.  Time spent with distributed content 75.  Customers assisted 100.  Job applications received 25.  Comments 50.  Time spent on site through social media referrals
  • 55. No Silver Bullet Set Multiple Goals
  • 56. Influence Sentiment Outcomes
  • 57. Au ze die Si nc e Influence Reputation
  • 58. Sentiment Capture Event Categorize Negative Positive Action
  • 59. The Compass School Online Sentiment: May 2012 Location: Manassas, VA Website Good Bad Link Savvy Source 0 2 http://www.savvysource.com/preschools/virginia/manassas/sh28161 the compass school inc Google Places 10 4 http://maps.google.com/maps/place?cid=17967419281211431749&hl=en Yelp 1 0 http://www.yelp.com/biz/the compass school manassas Glass Door 2 (1 new) 0 http://www.glassdoor.com/Reviews/Employee Review The Compass School RVW711336.htm Yahoo Local 0 0 http://local.yahoo.com/info 36297461 compass school manassas?tab=webreviews#webrev GreatSchools 9 6 http://pk.greatschools.org/virginia/manassas/preschools/The Compass School/3185/ Insider Pages 1 0 http://www.insiderpages.com/b/15244960536/the compass school manassas CitySearch 0 0 http://washingtondc.citysearch.com/profile/44580734/manassas_va/compass_school.html SuperPages 3 2 http://spag.es/oJXEWH Kudzu 0 0 25 14
  • 61. Reddit Twitter Quora Yelp Google+ Forums Our Facebook Website Google Other Places Tumblr blogs LinkedIn Other social profiles
  • 62. Total Control Downloads, Purchases, Signups, Our Website Conversion Rate Some Control Google+ Google Facebook Twitter Yelp Tumblr LinkedIn Places No Control Other Other Reddit Quora Forumssocial blogs profiles
  • 64. Total Control Capture, Observe, Record, Trend, Our Website Promote, Experiment, Fail fast Some Control Observe, Record, Trend, Promote, Google+ Google Facebook Twitter Yelp Tumblr LinkedIn Places Experiment, Fail fast No Control Other Other Reddit Quora Forumssocial blogs profiles
  • 65. Google Facebook Google+ Twitter Places Tumblr LinkedIn Yelp Review Sites Our Website
  • 66. Reddit Quora Forums Other blogs Other social profiles
  • 67. Buying Wins Visitor Insight Offline Response Reducing Waste Testing Copy/Headlines Buying Wins Incentives Social Value