Analytics Search Engine Marketing Chapter 3 Instructor: Dawn Rauscher

Analytics Analytics is a business issue. Place a few lines of code on your webpage 1.Analytics creates trends & charts. 2.Set up campaigns 3.By testing you can build better pages, change keywords and produce more leads

What is the company’s purpose? To Create Customers. Who is the Target Audience –What are the customer’s expectations behavior, and situation? –Where is the customer located? What marketing channels should you target? –What is the customer buying? Do not buy products They buy solutions to their problems.

Companies have Two Functions marketing innovation Analytics helps a company in these areas.

Marketing –Align company with customer’s needs –Use marketing to offer what customer wants –Focus on the customer’s point of view –Ideally, customer will want the product and the products will sell themselves

Innovation What does a company have to do in order to keep the company in the market? Improve products Improve productivity Improve marketing “Innovation happens when companies listen to their customers”

Analytics Manage & measure marketing performance –How much revenue is produced by each channel? –Compare channels against each other

Define Goals StrategiesTactics Making the Most out of Analytics Without goals, poor choices will be made…

Strategies Define company’s Unique Selling Point (USP) –Set the direction of the company –Determine the company’s strengths Target Audience –What type of customer do you want to attract? –How does the company position themselves in the marketplace? –How can the company increase brand loyalty?

Tactics Decisions that support and carry out the strategy Day-to-Day Decisions in the channels Examples –Radio campaigns CPL is too high. Reduce the ads that are not producing leads –Google PPC campaign is working. Copy keywords into Yahoo! and Microsoft PPC

Steps for Implementing Analytics 1.Identify Business Goals Strategic Goals 2.Identify Business Decisions What tactics can company use to meet goals? 3.Establish Benchmarking Sales trends. Customer Surveys. Position in relation to competitors 4.Set a Timeline for Goals Four to six weeks to get campaigns underway. Start slow. 5.Measure Results Determine KPI’s, Develop Budgets, Collect the data.

Analytics Project Learn about your Customers Increase customer retention and loyalty Identify new market opportunities Automate your PPC campaigns Reach your audience multiple times Eliminate waste in campaigns

Find new Business Opportunities Increase Revenues Improve Market Position Increase Customer Satisfaction Automated Reports Ad Hoc Queries Budget Allocation Top Keywords Traffic Quality Interactive Drilldown KPI Overview

Common Analytic Problems Failure to Tag all Pages –Code must be placed on all pages in site Broken Tags –Make sure code is correct Multiple Tags –Should only have one account to collect data

Where to Place Code? Recommendations are for the bottom of the HTML page –If code conflicts with other code, the other code will run first because on the top of the page. Underreporting for Pages –Long pages (user might close the page before analytics is tracked) –Can move the code to the section

Analytic Numbers Analytics depend on Cookies –30% of anti-spyware tools delete cookies daily Computers sometimes lose data traffic After buying product, user might close the window before analytics processed (1.4 sec) May underreport up to 14% –Do not track sales, revenues, profits –Instead, look at trends. Did sales go up or down?