Measurement & Analytics

Resources marketing-strategy/ marketing-strategy/ (google evangelist)

SMART KPIs SMART stands for goals or KPIs that are: Specific. Is the objective applied to measure real-world problems an opportunities and drive performance? Measurable. Can a quantitative or qualitative attribute be used as a measure? 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! Relevant. Can the information be applied to the specific problem faced by organisations? Time-related. Does the goal cover a period like month, quarter or year?

Online Marketing Key Performance Indicators

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

Typical Trackable KPIs 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 Reduce Abandonment rates

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

Simple KPI Framework

Google Analytics

Add GA Code

Tracking Txns

Ways to Monitor Site Performance

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

Check Visitor Loyalty & Recency

Recency

Length of Visit

Landing Page Performance

Custom Alerts Tip: Use Custom Alerts in your system

Segmenting your audience by setting up advanced segments

Segmentation Key referring segments: Search Paid vs Natural Branded vs non-branded marketing Affiliates Social media Don’t forget: New vs returning/customer non-customer First and last referrer. Use attribution scripts:

Segmenting Search

Other Segmentation Options 1. Segmentation by Referrer / Traffic source: Paid Natural Paid and natural brand and non-brand By number of keywords – 2,3,4 Social media 2. Segmentation by Visitor Type New visitor Returning visitor Registered visitor Customer 3. Segmentation by Engagement 5 pages, <3 pages 4. Segmentation by Content Viewed Key landing page Product page Checkout complete Folders for large organisation 5. Segmentation by Landing Page Type 6. Segmentation by Event: Conversion goal types and E- commerce 7. Segmentation by Platform (less important) Browser Screen resolution Mobile platforms 8. Segmentation by Location Main markets UK US FIGS ROW + By behaviour – search and browse See

Customisation Technique: Goals and funnels

Filter example

20 goals in GA so group them!

Setting up conversion goals ► Remember to ► Setup multiple conversion goals ► Attach notional value to each ► Can then assess $Index value by referrer and content ► Ecommerce sites have specific product value attached so generally best not to add value to non-sales goal

Conversion funnels ► These can be setup for each conversion goal ► Example: sign-up, Landing page, checkout ► Consider higher level funnels – or use conversion goals for these

Simple funnel setup and what NOT to do Gotchas 1. The match type also applies to the funnel care with exact match Gotchas 2. Not actually the URL start with / Gotchas 4. Missing/wrongly assigning goal value Gotchas 5. Required step may exclude some behaviour e.g. entry deeper into funnel Gotchas 3. Including a trailing slash / NB – Segmenting funnel:

Segment your funnels! Source:

Voice of Customer

Use Feedback tools for… “Why” not “What”

“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”.

Voice of the customer

Gaining site and business innovation ideas through Uservoice

Tools alyticsVisualization.html alyticsVisualization.html