In the age of Interactive marketing we have precise information about which programs are working, this presentation will share: - What to look at in Google Analytics - How to baseline your competitor’s activities - Social Media Measurement - Exit Surveys - Facebook Insights, YouTube Insights - Read the minds of your customers - Free and Paid Tools

2. Mastering Metrics
Ten Critical Analytics and Performance Measurement
Strategies for Interactive Marketing
• In the age of Interactive marketing we have
precise information about which programs are
working
• How to baseline your competitor’s activities
• Social Media Measurement
• Read the minds of your customers
• Free and Paid Tools

3. #1 Google Analytics

4. analytics.google.com

5. Analytics Overview
7,087,968 Visits
1,175,099 ‘Unique Visitors’
8.88 Pages/Visit
14:04 duration
17.60% Bounce Rate
16.19% new Visits

6. Compare to 1 year ago

7. Traffic Sources

8. Traffic Flow

9. Exit Rates

10. The Wrong way to measure SEO

11. SEO performance should be
measured by traffic and Goals

12. New Real Time Analytics!

13. 1. Google Analytics
• Add to your site!
• Track trends!
– Visits (not Hits)
– New Visits
– Pages/Time on Site
– Bounce Rate
– Traffic Source
– Exit rates
– Real SEO Results
– Sales Funnel
– Real Time

14. #2 Exit Survey
Analytics = What. Now let’s ask Why?

15. 1. Based on today’s visit, how would you
rate your site experience overall?
2. Which of the following best describes
the primary purpose of your visit?
3. Were you able to complete the
purpose of your visit today?
4a. (If yes) What do you value most about
the [sitename] website?
4b. (If no) Please tell us why you were not
able to fully complete the purpose of your
visit today?

16. 2. Exit Survey ‘The Why’
• Analytics tell us what
• Exit surveys = Why
– What was the primary purpose of your visit?
– Were you able to complete the purpose of
your visit today?
– (If no) why not?

17. 3. Conversion

18. Conversion!

19. 3. Conversion
• Purchases in eCommerce
• Downloads, eNewsletter signups,
free calculators, video views etc.
• AdWords Conversion tracker or
analytics

20. 4. Facebook Insights
“Engagement”
1,427 likes
1,246 shares
18 comments
563 likes
403 shares
14 comments

21. 45,519 Likes
21,244 Talking About This
46.7%

22. Facebook Insights

23. Likes: Demographics and Reach

24. 4. Facebook Insights
• Likes and interaction: content likes,
comments and shares
• Insights = demographics, reach,
engagement

25. Facebook Advertising

26. Likeographics

27. Google URL Builder
Sample URL: http://www.internetmarketingclub.org/?
utm_source=Facebook&utm_medium=PPC&utm_campaign=Competitor

28. 5. Facebook Conversion
• Use Google URL Builder to get Facebook
Conversions

29. YouTube Insights

31. YouTube Insights

32. YouTube Insights

33. 6. YouTube Insights
• Create a Channel
• Views, Subscriptions, likes, comments,
shares, favorites

34. 7. Other Analytics Tools

36. 7. Other Analytics Tools
• Google Analytics (bought Urchin in 2006)
• Four Big Vendors: Coremetrics (IBM), Omniture
(Adobe), WebSide Story (Adobe), WebTrends
• Mid-Market Vendors: Unica, indexTools,
ClickTracks
• Open Source products: AWStats, Webalizer,
StatCounter
* Analytics And Hour a Day, Avinash Kaushik

37. 8. Keyword Research
adwords.google.com/o/KeywordTool

38. WordTracker – Keyword Discovery

39. 8. Keyword Research
• Read the minds of prospects and
customers
• Use for SEO, PPC, content development,
product development, competitive
analysis

40. 9. Competitor Analysis -- Compete.com
Monthly Unique Visitors to a website

41. Google Page
Rank 4/10
SEO Quake
Toolbar
3,880 Pages
Indexed ‘Read’
by Google
The site is 1,549,919th ranked
by Alexa for traffic.
(#1 is Google #2 is Facebook)

42. Google Pay Per Click – Keyword Spending

43. SEM Rush measures Search Terms listed
on the first 2 pages of Google

44. 9. Competitor Baseline
•
•
•
•
SEO Quake
Compete.com
SpyFu.com
SEMRush.com

45. 10. Social Media Monitoring
1.5 Billion Facebook Posts/day

46. 200 Million Tweets/day

47. Google Alerts

51. 10. Social Media Monitoring
•
•
•
•
Google/Yahoo Alerts
Search.twitter.com
Radian6
Visible Technologies, Converseon,
Synthesio, Networked Insights, Attensity,
Lithium Technologies

52. Mastering Metrics
Ten Critical Analytics and Performance
Measurement Strategies for Interactive Marketing
1. Google Analytics - A free tool to understand web traffic
2. Exit Surveys
3. Conversion!
4. Facebook Insights
5. Facebook Conversion
6. YouTube Stats
7. Other Analytics tools
8. How to read the minds of your customers
9. Competitive Analysis - baseline competitor activity
10. Social Media Monitoring

53. Mastering Metrics
Ten Critical Analytics and Performance
Measurement Strategies for Interactive Marketing
• Top 10 / try 1 thing today!
• Please ‘pay-it-forward’
–
–
–
–
Join the Conversation
Be my friend! Linked In, Facebook, Twitter
Speaking Opportunities
Consulting, Search, Conversion, Affiliate, SEO PR
• Slides
• …F/U…
Jay Berkowitz www.TenGoldenRules.com
561-620-9121

54. Recent Media
FOX TV

55. Recent Media
Wall Street Journal

56. Search and Social Media Agency

58. U San Fran Internet Masters Certificate

59. InternetMarketingClub.org

60. Mastering Metrics
Ten Critical Analytics and Performance
Measurement Strategies for Interactive Marketing
• Top 10 / try 1 thing today!
• Please ‘pay-it-forward’
–
–
–
–
Join the Conversation
Be my friend! Linked In, Facebook, Twitter
Speaking Opportunities
Consulting, Search, Conversion, Affiliate, SEO PR
• Slides
• …F/U…
Jay Berkowitz www.TenGoldenRules.com
561-620-9121