COMMUNICATIONS METRICS, WEB ANALYTICS & DATA MINING

Transcription

1 COMMUNICATIONS METRICS, WEB ANALYTICS & DATA MINING A.A. 2017/2018 Lesson n. 9

2 FEEDBACK on THE EXPERTS On the previous expert send by mail to me by next lesson your feedback on: 3 positive points (key highlights/takeaways); 3 improvement areas; in terms of content, methodology, exercises, like ZOHO for instance, All the websites created for each of you are active until December 31st. Take advantage to practice. francesco@simultech.it

3 Subject 1: Why Measure? Measuring the Relationships In Six Subjects Subject 2: How to Set Measurable Goals Subject 3: How To Define And Prioritize Audiences Subject 4: How To Define The Right Metrics Subject 5: How To Select The Right Tools Subject 6: How to Get Insight From Your Data WEB & WEB CHANNELS -> WEB OPTIMIZATION (SEO & SEM) -> WEB ANALYTICS -> DATA MINING & DATA VISUALIZATION

4 Web Analytics in summary How do I use web analytics in my measurement program? Your website is a tremendous source of data for measuring the impact of various programs. Most sites already use some form of traffic analysis such as Google Analytics, Webtrends or Omniture. These systems can tell you very specifically how many people go to what pages on your site. So if you provide a specific URL for a specific press release, you can track editors and consumers behavior by following the traffic to that URL. But that s just the beginning of how you can use web analytics to really improve the impact of your efforts. The key is to take full advantage of Google s ability to create custom goals and conversions.

5 What are goals and conversions in Google Analytics? Google Analytics introduced the concept of conversions years ago. They are an easy way to define and track very specific actions that visitors to your site are taking. You define a conversion as the completion of any particular web action you re interested in. Google calls these actions goals. If your objective is to educate your audience, perhaps your goal is, download a white paper. If your objective is more engagement around an issue, then your goal might be, spending more than two minutes on the Learn More About Us page. The point here is that using conversions to track your visitors website behavior can be an effective way to show senior leadership that you are making a tangible contribution to the business. Far more effective than just showing how many eyeballs you may have reached or even how many visits you generated.

6 Start with a conversation with sales and marketing and get consensus around what website actions or behaviors are good indicators of movement along the path to purchase (purchase funnel s steps). It might be giving an address or going to the Contact Me page. Ask them if they have any data that would correlate traffic to specific URLs on your website to leads or some other customer action. If they don t, talk to them about what they think indicates an intent to purchase. If you re a non-profit, get consensus from development and your volunteer coordinator as to what pages on your site are a good indicator of intent to donate or volunteer. Whatever it is, you need the URL, because that is how you tell Google Analytics what your goal is. Google records a conversion every time someone visits the URL. How do I decide what my goals should be?

7 How do I set up goals in Google Analytics? It s easy, and you do it from your Administration page. If you want, you can assign a monetary value to each conversion. If the conversion indicates that you just sold something worth $X, then that value is probably X. If the conversion is something less tangible, then you will have to be a bit creative in assigning a value for the conversion. If, for instance, leads are important to you and you think that some action (say, downloading a paper) is a strong indicator that the person will go on to become a lead, then estimate that probability (assign a value). Your sales department should know the average value of a lead.

8 Put a call to action in PR Once your goals are set up, make sure you put a call to action in your press releases and social media content that connects to the goal. Track your results for a month or so and see what you can learn from the data. Ideally, you ll be able to see a connection between your PR or social media activity and the goals. If not, you need to figure out why not. What s most important when you re tracking conversions is to evaluate the cost or effort you have put in to achieve that goal. Rank order all your efforts and campaigns to see which had the greatest conversion, then assign each one an effort/resource value, from low cost/low resources to high cost/high resource use. In this way you ll know where your efforts have worked the most (ROI).

9 INSIGHTS ON WEB ANALYTICS

10 What is WEB ANALYTICS What is Web Analytics? Web Analytics is the methodological study of online/offline patterns and trends. It is a technique that you can employ to collect, measure, report, and analyze your website data. It is normally carried out to analyze the performance of a website and optimize its web usage. We use web analytics to track key metrics and analyze visitors activity and traffic flow. It is a tactical approach to collect data and generate reports. Importance of Web Analytics We need Web Analytics to assess the success rate of a website and its associated business. Using Web Analytics, we can: - Assess web content problems so that they can be rectified - Have a clear perspective of website trends - Monitor web traffic and user flow - Demonstrate goals acquisition - Figure out potential keywords - Identify segments for improvement - Find out referring sources

11 Web Analytics Process The primary objective of carrying out Web Analytics is to optimize the website in order to provide better user experience. It provides a data-driven report to measure visitors flow throughout the website. Take a look at the side illustration. It depicts the process of web analytics. 1. Set the business goals. 2. To track the goal achievement, set the Key Performance Indicators (KPI). 3. Collect correct and suitable data. 4. To extract insights, Analyze data. 5. Based on assumptions learned from the data analysis, Test alternatives. 6. Based on either data analysis or website testing, Implement insights. WEB ANALYTICS Process Web Analytics is an ongoing process that helps in attracting more traffic to a site and thereby, increasing the Return on Investment (vs website cost management).

12 KEY METRICS ON WEB ANALYTICS You need to find a few key metrics for your business. You have a website and it has a tracking code in it. Now, you need to make sure what you are going to measure. Analyzing may help you retain your customers and hold them.

13 AUDIENCE Pageviews - Pageviews is the number of views of a page. Multiple pageviews are possible in a single session. If pageviews is improved, it will directly influence AdSense revenue and average time on website. Bounce rate Bounce rate reflects the percentage of visitors leaving only after visiting one page of your website. It helps you to know how many visitors do so. If the bounce rate of a website increases, its webmaster should be worried. Pages per session Pages/session is the number of pages surfed in a single session. For example, a user landed on your website and surfed 3 pages, then the website pages/session is 3. Demographic info Demographic data shows Age and Gender. With the help of Demographic Info, you can find the percentage of Male/Female visitors coming to your website. Analyzing the ratio of this data, you can make a strategy according to genders. Age group data help you find what percentage of age group visiting your website. So, you can make a strategy for highest percentage of age group visitors. Devices This data shows the devices info. In devices info, you can easily find how many percentage of visitors come from mobile, how many come from desktop, how many come from tablets, etc. If mobile traffic is high, then you need to make your website responsive.

14 Traffic sources In the acquisition, you have to check all your sources of the traffic. Major sources of the traffic are: ACQUISITION Organic traffic is the traffic coming through all search engines (Google, Yahoo, Bing...) Social traffic is the traffic coming through all social media platforms (like- Facebook, Twitter, Google+,...) Referral traffic is the traffic coming through where your website is linked. Direct traffic is the traffic coming directly to your website. For example, typing the URL of your website, clicking on the link of your website given in s, etc. Source/Medium This metrics gives you an idea of the sources from where you are getting traffic (Google, Yahoo, Bing, Direct, Facebook...).

15 SITE CONTENT Landing pages Landing pages are the pages where the visitors land first (normally, home pages of the websites are the landing pages). With the help of this metrics, you can find the top pages of the website. Using this metrics, you can analyze how many pages are getting 50% or more traffic of the website. So, you can easily find which type of content is working for you. Further, based on this analysis, you can plan the next content strategy. Site speed Site speed is the metrics used for checking page timing (average page load time). Using this metrics, you can find which page is taking more time to load, how many pages have high load time, etc.

16 SEGMENTATION ON WEB ANALYTICS Segmentation is the process that segregates the data to find the actionable items. For example, you can categorize your entire website traffic data as one segment for a Country, and one for a specific City. For the users, you can make the segments as one who purchased your products; one who only visited your website, and likewise. During the remarketing, you can target those audiences with the help of this segment.

17 DATA SEGMENTATION ON GOOGLE ANALYTICS Data segmentation is very useful to analyze website traffic. In analytics, you can analyze traffic insight with the help of segmentation. The following image shows how to add segments in Google analytics.

18 Analysis Using Segmentation When you are done with your segments (collected the data from segments), then the next step is analysis. Analysis is all about finding the actionable item from the data. Example Let s map a table for analysis. Analysis From the above table, you can see that your organic traffic is growing (improved 20k in 9 months). Referrals traffic is going down. Social traffic has also improved (1k to 4k). Find out the pages that send traffic in organic traffic. Analyze them. Find out which social platform is working for you. Actionable Add new pages according to organic traffic sender pages. Focus on the social media platform that is sending the highest traffic. Find why your referrals traffic is going down. Is any link removed from the website, which was sending traffic earlier?

19 DASHBOARDS ON WEB ANALYTICS Dashboard is an interface showing graphical status of the trends of your business key performance indicators. This helps you to take instantaneous and intelligent decisions. It gives you a visual display of important data that can be encapsulated in a single space to let you monitor in a glance. In Google analytics, you can create dashboards according to your requirements. Dashboards are used for finding data. With the help of dashboards, you can quickly analyze the data. The following image shows how to create a dashboard:

20 TYPES OF DASHBOARDS & METRICS ON WEB ANALYTICS Search Engine Optimization (SEO) Organic traffic, Website total traffic, Keyword used in Organic, Top landing pages, etc. Content In content dashboard, you have to monitor traffic for blog section, Conversion by blog post, and Top landing page by exit. Website Performance Dashboard Avg. page load time, Mobile page load time, Page load time by browser, and Website server response time. Real Time Overview Dashboard In real time overview, you can set a widget for real time traffic, Real time traffic source, and real time traffic landing pages. Ecommerce Dashboard In ecommerce total traffic, Landing by products, and Total sales by products. Social Media Dashboard In social media traffic by social media channel, Sales by social media, most socially shared content. PPC dashboard In pay per click (PPC) dashboard, you need to include clicks, impressions, CTR, converted clicks, etc.

21 CONVERSION ON WEB ANALYTICS Conversion is when a user visits your page and performs an action, for example, purchase, sign-up, download, etc. GOALS Goals are used in analytics for tracking completions of specific actions. With the help of goals, you can measure the rate of success. Goals are measured differently in different industries. For example, in an e-commerce website you can measure the goal when a product gets sold. In a software company, you can measure the goal when a software product is sold. In a marketing company, goals are measured when a contact form is filled (lead).

22 Goals can be divided into the following categories: Destination Goals Destination goal is used to find pageviews of a website. Put a destination URL in the destination field to complete your goal. Duration Goals You can measure the user engagement with the help of duration goal. You can specify hours, minutes, and second field to quantify the goals. If a user spends more than that much of time on the page, then the goal is completed. Event Goals You can measure user interaction with your event on the site. It is called as event goals. You must have at least one event to compose this goal. Pages/session Goals You can measure the user engagement with pages/session goal. First, you have to specify how many page views/session counts as goal complete. Then, with the help of goal metric, you can analyze how many goals are completed. TYPES OF GOALS ON WEB ANALYTICS

23 FUNNELS ON WEB ANALYTICS Funnels are the steps to complete your goals. With the help of funnels, you can review your goals completion steps. Let s suppose for an ecommerce company, product sale is goal completion. So, funnels are the steps to purchase that product. If most of the visitors leave the website after carting the products, then you have to check why users are leaving. Is there any problem with the cart section? This can help you improve your product performance or steps to sale the products. Multi-Channel Funnels Multi-Channel Funnel (MCF) report shows how your channels work together, how many conversions are done and by which channel. In MCF report, you can find the following data: Assisted Conversion In assisted conversion, you can find which channel has assisted the highest number of conversions. Top Conversion Path Top conversion path report shows the following picture.

24 MULTIFUNNELS ON WEB ANALYTICS In the above picture, you can see that Organic search >> Direct has 11 conversions. It means the user first interacts with your product via organic search. Later on, he/she comes to the website direct and makes a purchase. So, with the help of this report, you can easily analyze your top conversion path to improve your funnels.

25 WEB ANALYTICS TOOLS:

26 Google Analytics is a free analytic tool that provides a detailed statistics of the web traffic. It is used by more than 60% of website owners. GOOGLE ANALYTICS Google analytics helps you to track and measure visitors, traffic sources, goals, conversion, and other metrics (as shown in the above image). It basically generates reports on: 1. Audience Analysis 2. Acquisition Analysis 3. Behavior Analysis 4. Conversion Analysis Let us discuss each one of them in detail. Video Intro:

27 Audience Analysis As the name suggests, audience analysis gives you an overview of the audience who visits your site along with their session history, page-views, bounce rate, etc. You can trace the new as well as the returning users along with their geographical locations. You can track: The age and gender of your audience under Demographics. The affinity reach and market segmentation under Interests. Language and location under Geo. New and returning visitors, their frequency, and engagement under Behavior. Browsers, Operating systems, and network of your audience in Technology. Mobile device info under Mobile. Custom variable report under Custom. This report shows the activity by custom modules that you created to capture the selections. Benchmarking channels, locations, and devices under Benchmarking. Benchmarking allows you to compare your metrics with other related industries. So, you can plot what you need to incur in order to overtake the market. Flow of user activity under Users flow to see the path they took on your website.

28 Acquisition Analysis Acquisition means to acquire. Acquisition analysis is carried out to find out the sources from where your web traffic originates. Using acquisition analysis, you can: Capture traffic from all channels, particular source/medium, and from referrals; Trace traffic from AdWords (paid search); See traffic from search engines. Here, you can see Queries, triggered landing pages, and geographical summary; Track social media traffic. It helps you to identify networks where your users are engaged. You can see referrals from where your traffic originates. In the same tab, you can have a look at your endorsements in details. It helps you measure the impact of social media on your website; See which plug-ins gave you traffic; Have a look at all the campaigns you built throughout your website with detailed statistics of paid/organic keywords and the cost incurred on it.

29 Behavior analysis monitors users activities on a website. Behavior Analysis You can find behavioral data under the following four segments: 1. Site Content: It shows how many pages were viewed. You can see the detailed interaction of data across all pages or in segments like content drill-down, landing pages, and exit pages. Content drill-down is breaking up of data into sub-folders. Landing page is the page where the user lands, and exit page is where the user exits your site. You can measure the behavioral flow in terms of content; 2. Site Speed: Here, you can capture page load time, execution speed, and performance data. You can see how quickly the browser can parse through the page. Further, you can measure page timings, user timings, and get speed suggestion. It helps you to know where you are lagging; 3. Site Search: It gives you a full picture of how the users search across your site, what they normally look for, and how they arrive at a particular landing page. You can analyze what they search for before landing on your website; 4. Events: Events are visitors actions with content, which can be traced independently. Example: downloads, sign up, log-in, etc.

30 Conversion Analysis in Google Analytics Conversion is a goal completion or a transaction by a user on your website. For example, download, checkout, buy, etc. To track conversions in analytics, you need to define a goal and set a URL that is traceable. Goals Metrics that measure a profitable activity that you want the user to complete. You can set them to track the actions. Each time a goal is achieved, a conversion is added to your data. You can observe goal completion, value, reverse path, and goal flow. Ecommerce You can set ecommerce tracking to know what the users buy from your website. It helps you to find product performance, sale performance, transactions, and purchase time. Based on these data, you can analyze what can be beneficial and what can incur you loss. Multi-channel funnels Multi-channel funnels or MCF reports the source of conversion; what roles the website plays, referrals role in that conversion; and what all slabs did when users pass through landing page to conversion. For example, a user searched for a query on Google search page, he visited the website, but did not convert. Later on, he directly typed your website name and made a purchase. All these activities can be traced on MCF. Attribution Attribution modeling credits sales and conversions to touch points in conversion tracking. It lets you decide what platforms or strategy or module is the best for your business. Suppose a person visited your website through AdWords ad and made no purchase. A month later, he visits via a social platform and again does not buy. Third time, he visited directly and converted. Here, the last interaction model will credit direct for the conversion, whereas first interaction model will assign credit to paid medium. This way, you can analyze what module should be credited for a conversion.

31 Google Analytics ALTERNATIVES

32 Google Analytics ALTERNATIVES Analytics are key to understanding why your visitors behave the way they do, and Google Analytics dominates the field in terms of popularity. There s no denying it s an excellent platform, but it also takes a lot of work to master, and it may be overkill for some users. Fortunately, Google isn t the sole name in the field of analytics, and it s far from the only excellent choice. There are several alternatives that provide plenty of functionality, along with gentler learning curves. There are some alternatives to Google Analytics, Let s look at some of them, to understand what makes them so good, and which users should consider trying them out. 1. Kissmetrics: A premium analytics tool for medium-to-large businesses. 2. Piwik: An open-source alternative to Google Analytics. 3. Mouseflow: A perfect tool for users looking for an alternative approach.

33 1. KISSMETRICS KISSmetrics is a powerful web analytics tool that delivers key insights and user interaction on your website. It defines a clear picture of users activities on your website and collects acquisition data of every visitor. You can use this service free for a period. After that, you can switch on to a paid plan that suits you. KISSmetrics helps in improving sales by knowing cart-abandoned products. It helps you to know exactly when to follow up your customers by tracking the repeat buyers activity slot. KISSmetrics helps you identify the following: Cart size; Landing page conversion rate; Customer activity on your portal; Customer bounce points; Cart abandoned products; Customer occurrence before making a purchase; Customer lifetime value, etc. Video Intro: Video Demo:

34 Summarizing KISSmetrics: It gets you more customers by not letting you lose potential customers and maintaining brand loyalty; It lets you to judge your decisions where you are playing right; It helps you identify data and trends, which contribute in customer acquisition. KISSINSIGHTS Best Features of KISSmetrics: Ability to track effective marketing channels; Figure out how much time a user takes to convert; Determine a degree of which user was engaged with your site; A convenient dashboard. You do not need to run around searching for figures.

35 Unlike Google Analytics, Piwik is a fully opensource platform. 2. PIWIK It enables users to set up their own analytics solution on the web host of their choice, and can track as many websites as needed. Furthermore Piwik distinguishes itself from the competition thanks to its advanced customization features. Using this functionality you can tailor the analytics experience to your unique needs. Video intro: ue=16&v=oslff_eh81g Video demo:

36 PIWIK FEATURES & RECO Key Features: Includes a fully customizable analytics dashboard; Enables you to monitor multiple sites simultaneously from a single screen; Analyzes what users are searching for within your site; Supports annotations within the platform, for keeping track of important information; Monitors your site s performance and lets you know if it s loading too slowly. Recommended For: If you like open-source software then Piwik may be right up your alley; Downloading the platform won t cost you a dime but you ll need to pay for hosting to set it up or opt for their ready-to-go premium plan; Either way Piwik is an ideal option for users that want to customize their analytics experience; The platform enables you to choose exactly what information you want to see, which is especially helpful if you only care about a few key metrics.

37 3. MOUSEFLOW Mouseflow is by far the most unique tool on this list. It avoids traditional reports (for the most part) and instead enables you to track user behavior using recordings and heatmaps. Mouseflow was founded in 2009 by Lasse Schou, a Danish entrepreneur, and quickly rose to become a powerful player in web analytics. After running a web agency for almost a decade, Lasse decided to start something new. He saw a need for a tool that would meet the growing demand for modern analytics, at an affordable price. Lasse s vision was to help clients understand the people behind the numbers - demystifying complex data and making it accessible to everyone. In the short period after its launch, Mouseflow gained immediate traction throughout the web analytics and marketing space. This unique approach works rather well if you re looking to identify which areas of your site could use a design overhaul. Video Intro: Video Webinar:

38 MOUSEFLOW FEATURES & RECO Key Features: Records user interactions on your site; Tracks user behavior using heatmaps; Sorts your recordings according to several criteria; Works on desktops and all types of mobile devices. Recommended For: Mouseflow is a good fit for users who aren t looking for traditional analytics tools. The platform s features enable you to get a front-row seat to the way users interact with your website, which can be critical to increasing conversions. While traditional analytics platforms do get the job done, Mouseflow offers a great alternative if you aren t interested in looking at numbers all day long.

39 EMERGING ANALYTICS

40 EMERGING ANALYTICS You need to leverage data to drive insights in order to learn customers behavior on your website. There is nothing new in it. What alters the game is emerging analytics trends in Social Media, E-commerce, and Mobile, as these are new game changers in digital world.

41 Social Media Analytics Social Media Analytics comprise of gathering data from social media platforms and analyzing it to derive information to make business decisions. It provides powerful customer insight to uncover sentiments across online sources. You tend to take control of Social Media Analytics in order to predict customers behavior, discover patterns and trends, and make quick decisions to improve online reputation. Social Media Analytics also let you identify primary influencers within specific network channels.

42 Difference between Social and Web Analytics At its most basic, Web analytics tell you about: 1.traffic levels, 2.referral sources and 3.user behaviour on your website. Social analytics, on the other hand, gathers information from social networking sites and helps businesses better understand 1.customer sentiment, 2.users attitudes, 3.build rich consumer profiles and, most importantly, 4.build effective business strategies.

43 What information can I get from social analytics? Where does it come from? Social media analytics tools gather information from social networking sites such as Facebook and Twitter, as well as from blogs, news feeds and comment pages on media sites. There is a range of tools in the market to track and analyze social analytics but most focus is on four basic activities: 1. Listening: the process of aggregating and assessing what is being said about a company, individual, product or brand on the internet; 2. Monitoring and analysis: it involves looking for trends over time such as real-time consumer choices, intentions and sentiments; 3. Understanding your consumers: access to rich social data via analytics tools gives businesses unrivalled insights into their user base, including age, gender, relationship status, interests, educational background, work history and socio-economics; 4. Behavior analysis: this type of information allows businesses to tailor campaigns and content to encourage sharing and commenting by users. In addition, companies can also deploy tactics to drive up referrals, such as via friend invite, and connect with an increasingly engaged audience.

44 Which social analytics are most commonly used and why? 1. Sentiment Analysis 2. Reach & influence 3. Consumer profiling 4. Consumer behaviour

45 1. Why Sentiment analysis? Evaluate brand perception: Monitoring how your company engages with members of communities on social media enables you to both track positive and negative sentiments around your brand and compare brand perceptions against competitors. Monitor marketing initiatives: Sentiment analysis helps companies to evaluate marketing campaigns and create new strategies. Analyzing changes in sentiment before launching a new campaign allows companies to tailor your content to answer questions, concerns and/or wishlists voiced by your target audience. Identify upcoming crisis situations: A sudden rise in negative sentiment around your brand indicates you need to take immediate remedial action. Effective monitoring and tracking enables companies to reach out directly to customers and individual influencers. How to get sentiment analytics? To constantly monitor the sentiment on all channels, consider using tools that provide automatic sentiment analysis. While no fully-automated sentiment analysis system can be 100% accurate, it s worth remembering most tools target thousands of users and so can deliver amazing insights.

46 2. Why Reach & Influence? Influence is an extension of reach and this analytic assesses each fan or followers ability to spread the word about your company, product and/or service among their own social networks. Objective: Understanding social reach gives businesses the ability to truly measure marketing return on investment (ROI). Influence metrics measures each users sphere of influence, enabling companies to build incentive programs to engage the top influencers and, ultimately, drive growth in a highly costeffective manner. How to get reach and influence analytics? Reach can be measured by tracking follower and fan numbers manually or via social media analytics tools. Influence can be measured through social analytics tools that track the total number of company/product mentions and the number of times your social media posts, tweets and messages have been re-shared and commented.

47 3. Why Consumer profiling? Consumer profiling, with the help of social media user data, provides a clear picture of individual demographics, interests and preferences. Analytics derived from users social network profile data can be used to personalize the user experience, improve content marketing and enable advanced audience segmentation. This allows businesses to display relevant products and services according to individual tastes or even promote discounts or offers relevant to particular users. In addition to accurate audience segmentation, analytics for customer profiling helps businesses create and successfully launch innovative marketing campaigns and better target their audience. How to get customer profiling analytics? This can be efficiently tracked by offering social login on your website. Social login allows users to register and sign-in to your website using their social networking account IDs, such as for Facebook, Twitter, LinkedIn, Google+ and many more.

48 4. Why Consumer behavior? This refers to tracking users online behavior, what they like to share, what they like to comment on, preferred purchasing methods and other motivational factors. Companies want this data to ensure they encourage specific user activity in relation to their brand. In addition, businesses want to ensure they know what makes consumers tick and click. And how to use that information to drive growth. How do you get these analytics? User behavior can be tracked by deploying a wide range of social media tools, such as social sharing, friend invite and social login. Each tool will measure how far your content is being shared, which users generate the most referral traffic, return visits and also allow you to pull and analyze what each consumer is talking about online.

49 Social analytics: Key takeaways Better-informed business decisions: Social analytics help you predict current and future market demand for your product and, as a result, assists with reliable financial forecasting. While enabling fact-based decision-making about marketing campaigns, sales forecasts and pricing, social analytics gives you the information to make real-time adjustments to strategies as required. Get to know your customers: Use the huge amount of data available from social media to locate and identify your ideal customers and find out what kind of products and services they want. Tracking user behavior, including sharing and commenting, allows businesses to identify and encourage consumer activities that drive growth. Make the most of your marketing and advertising spend: Social analytics can help your organization control marketing costs by targeting advertising more effectively. The social media networks like Facebook, Google+ and Pinterest also have their own social analytics tools which provide basic social monitoring to understand your audience.

50 Three Social Analytics Insights examples 1. Facebook 2. Twitter 3. Mobile

51 Facebook plays a major role in your marketing campaign. You need to familiarize yourself with Facebook data to mark a flag. You need to set up a page for your business to get the insights. It gives you information about who visited your page, saw your post, liked your page, and shared it (as shown in the following image).

52 Different Areas of Facebook Insights Facebook Insights provides data on a number of areas. These include: User Activity: Information on the page views and tab views that occur on a Facebook page. Information about external referrers to the page and users' consumption of content (such as links and video) is also provided. Interactions: Data on how a page's users comment, share or like content on a given Facebook page. This includes information on daily page activity, views and user feedback. Facebook Insights data is available through the Insights Dashboard, which may only be accessed by page administrators, application owners and domain administrators.

53 New Metrics on Facebook Insights 1. Landing Page Views 2. Pre-impression activity breakdown 3. Follows 4. Previews 5. Recommendations

54 New Metrics on Facebook Insights Landing Page Views A landing page view is when a person lands on your ad's destination URL (landing page) after clicking a link in your ad. Is that different from a link click? Yes. A link click means that a person clicked a link in your ad. The following scenarios are examples of link clicks that may not result in a landing page views: - a person clicks a link accidentally and closes the page before it gets a chance to load; - a person clicks a link intentionally, but the page takes too long to load and the person closes it before it finishes. Optimizing for landing page views is a way to improve the quality of the traffic your site receives as a result of your ads. Pre-impression activity breakdown New metrics showing the number of people who interacted, previously, with the site or the app of the advertiser, compared to those who did not and therefore to be considered new visitors. Follows The number of followers added or lost, both in case of increase and decrease, demographics of followers will show the split of the spontaneous follows and those coming from advertising. Previews Page previews are the number of times people hovered over your Page name or profile picture to see a preview of your Page content. Recommendations Pages may be recommended from users to their follows. This metrics shows the number of times (not people) that a page has been recommended.

55 Twitter Analytics show how many impressions each tweet received, what is your engagement status, and when were you on peak (see the image given in this slide). Twitter Engagement is an important KPI for social media marketers. In an industry that pairs web activity and bottomline ROI with brand awareness and overall market penetration, engagement can be one of the best ways to demonstrate the success of a campaigns in conjunction with a brand s activity. Too often though, this metric is misunderstood. Engagement on Twitter accounts for every way fans can interact with your brand to make it show up in their timeline. It incorporates one-on-one conversations, as well as promotion to their circle of influence. This interaction is what makes Twitter such a powerful tool. Brands of all sizes have the ability to converse with fans, respond to their questions, and promote their message in real-time.

56 @Replies: When a fan sends a Tweet directly by using your brand handle at the beginning of the Tweet. This will only show up in your feed, and the feeds of users who follow you both. Your Reports Rock! Twitter Engagement Retweets: When a fan directly shares your brand message with their audience. Example: We ve made some great updates to our Twitter Account Report. Check it out! Mentions: When a user includes your brand handle, but not as a Example: I really love charts are dynamic within Excel! Likes: When a user clicks the like symbol on a tweet.

57 Mobiles have emerged as one of the most significant tools in the past two decades. It changes the way people communicate and innovate. Mobile Analytics This has led to marketing driven by mobile apps. Mobile apps have proved easy to access and engaging. Webmasters and online business makers need to take support of mobile apps to make their way perfect. Once you are done with making a mobile app, you ll need to acquire new users, engage with them, and earn revenue. For this, you need mobile analytics. It helps marketers to measure their apps better. For example: How many people are using your app; How to optimize user experience; How to prioritize; What operating system to focus on; How to visualize navigation path, etc.

58 GOOGLE ANALYTICS CASE HISTORY