This document provides resources and information for measurement, analytics, and optimizing digital marketing performance. It includes links to blogs and experts in the field, defines key performance indicators (KPIs) and how to make them SMART, and outlines typical metrics to track including traffic, social media, and conversions. Segmentation tactics for analysis in Google Analytics are also covered.

1. Measurement & Analytics

2. Resources http://analytics.blogspot.com/ http://www.smartinsights.com/strategy/digital-marketing-strategy/ http://www.kaushik.net/avinash/ (google evangelist) http://www.advanced-web-metrics.com/blog/ http://twitter.com/#!/brianclifton http://twitter.com/#!/davechaffey http://www.roirevolution.com/blog/ http://online-behavior.com/ http://online-behavior.com/

3. UsingRACEforDigitalMarketing Optimisation http://www.smartinsights.com

6. Measurable. Can a quantitative or qualitative attribute be used as a measure?

7. Actionable. Can the information be used to improve performance? If the objective doesn’t change behaviour in staff to help them improve performance, there is little point in it!

8. Relevant. Can the information be applied to the specific problem faced by organisations?

10. Online Marketing Key Performance Indicators

11. Measurement Key Performance Indicators Measures that help you understand how you are doing against your objectives. highlight success, or failures, for the objectives you have created for your organization Business Objectives: Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs

12. Typical TrackableKPIs Increase Rate & Value of Conversions Increase Average order size (ecommerce apps) Increase Customer Lifetime Value Increase Average Revenue Per User Reduce Cost per Lead & Cost per Sale Reduce Core Bounce rates Increase Frequency and Return rates Increase Recency Rates Reduce Abandonment rates

13. Metrics Traffic Related Statistics # Page Views, Visits, Unique Visitors Channel Statistics Decomposition of Organic, Paid, Email, Direct etc.. Social Stats # of Twitter, FB, Blog, LinkedIn followers/comments # of 3rd Party Links Partners, Referrals, Promotions, Affiliates # of Newsletter signups # of Site Specific Downloads Webinar Views, Articles, Whitepapers, podcasts

14. Simple KPI Framework

15. www.smartinsights.com www.davechaffey.com/Spreadsheets

16. Ways to Monitor Site Performance

17. Acquisition Strategy How good is the acquisition strategy? Traffic Sources Report. Around 40% to 50% Search is normal 20% or so Direct Traffic. 20% to 30% Referring Sites 10% Campaigns

18. Check Visitor Loyalty & Recency

19. Recency

20. Length of Visit

21. Landing Page Performance Landing Page Performance

22. Google Analytics

23. Add GA Code

24. Tracking Txns

25. Custom Alerts Tip: Use Custom Alerts in your system

26. Segmenting your audience by setting up advanced segments

28. Search

29. Paid vs Natural

30. Branded vs non-branded

31. Email marketing

32. Affiliates

33. Social media

34. Don’t forget:

35. New vs returning/customer non-customer

36. First and last referrer. Use attribution scripts:http://www.google.com/support/forum/p/Google+Analytics/thread?tid=0e672a6afb56558c&hl=en

37. Segmenting Search

39. Screen resolution

41. UK

42. US

43. FIGS

45. Natural

46. Paid and natural brand and non-brand

47. By number of keywords – 2,3,4

49. Returning visitor

50. Registered visitor

53. Product page

54. Checkout complete

55. Folders for large organisation+ By behaviour – search and browse http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/

56. Modifying profile setup within “Google Analytics Settings” Customisation technique 5 Goals and funnels

57. Filter example

58. 20 goals in GA so group them!

60. Setup multiple conversion goals

61. Attach notional value to each

62. Can then assess $Index value by referrer and content

64. Example: Email sign-up, Landing page, checkout

66. Segment your funnels! Source: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics

67. Voice of Customer

68. Use Feedback tools for…“Why” not “What” http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/

69. http://www.4qsurvey.com/ “Bad web site. Difficult to find item as no search box provided for short cut” “I can't find any prices on your website” “Would like to see where I can buy products from” .

70. Voice of the customer

71. Gaining site and business innovation ideas through Uservoice

72. Tools http://analyticsvisualizations.appspot.com/juicekit/AnalyticsVisualization.html www.wordle.net www.iperceptions.com www.kamplyle.com www.getsatisfaction.com www.uservoice.com www.polldaddy.com www.surveymonkey.com