Strategic Analytics Framework

Transcription

1 Strategic Analytics Framework

2 It s all about taking actions based on insight not about data

3 Evolution of Analytics From old school to new school PAGEVIEWS Term weblog coined 1998 Google started 1998 Netscape vs AOL 1999 Napster started 1999 Pets.com, Flooz.com and other verticals started TIME ON SITE LinkedIn launched Facebook Launched Google Checkout Launched Twitter Launched Zynga founded Groupon launches CONVERSIONS Know how many customers and how much revenue is contributed by each of your marketing channels. So you can do more of what works? HITS How idiots track success First banner (468x60) ad from AT&T which was advertised on hotwired.com on 25 th October VISITORS 2000 Bubble burst & many companies shut AOL bought Time Warner for $164 billion Pets.com bankrupt Flooz.com bankrupt Ebay buys Paypal FRIENDS & FOLLOWERS LinkedIn IPO Twitter has 200M tweets / day Facebook has 750M users Zynga IPO Groupon IPO Now

4 Analytics hierarchy of needs Most market leading companies are here Actions They should be at one of the higher levels Insight Informations Most companies are here Data (Rankings, Reports & Google Analytics)

5 Benefits of web analytics WHO WHAT WHERE WHEN Where are the visitors coming from What content are they looking at and trigger on key pages Who are your visitors & demographics. INSIGHTS When are they the most active MEASURES CONTENT SOCIAL SEARCH TARGET Measuring engagement Campaign Success Measuring Engagement Identifying relevant topics Identify profitable customers

6 Brand Funnel Awareness Familiarity Likeability Consideration Purchase Loyalty Buying Behaviour Opinion Forming Research & Shortlist Action Buying Repurchase Digital Strategy Get Attention Connect Inspire & Inform Persuade Convert Retain Measurement Objective Maximize Quality & Volume of Input Optimize Functionalit y & Use Optimise Content & Message Maximize Sales Optimize Buying Process Maximize Repurchase Rate Competitive Data Usability Testing Qual. Research Dropout Analysis Dropout Analysis Satisfaction Survey Data Sources Search / Media Primary Purpose Surveys Dropout Analysis CRM Data Click Stream Data KPI Unique Visitors Site Engagement Index Content Engagement Index Products Viewed Conversion Rate Retention Rate

7 Measure Results Establish Needs Use Improvements Test Improvements PROCESS FOR WORKING WITH ANALYTICS (ACTUALLY ANYTHING IN LIFE IF YOU WANT TO BE A SUCCESS) Iden/fy Goals Define Metrics Record Benchmarks Gather Data

8 Purpose Money User Experience Visits Entry Pages Content Usage Internal Search SEO Keywords Referring URL s Click Density Paths Social Media Ad Campaigns Campaigns KPI s Dashboard Segments Conversion Correlation Analysis A/B Testing Competitor Analysis

9 How is data collected and interpreted by Google Analytics example : campaign Banner Ad Campaign PPC Keywords Campaign Source citysearch NewsleFer 1 overture Campaign Medium banner ppc Campaign Term Prague July Keywords bid on Campaign Content Campaign Name Product XYZ Product XYZ Product XYZ

10 How is data collected and interpreted by Google Analytics example : tag manager

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12 Channels & Metrics

13 Channels Social Search Paid Search Display Web & Mobile

14 Social Area KPI Description Metrics Brand Awareness & Reputation Brand awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Share of Voice The percentage of advertising activities for one brand within the total advertising activity for an entire sector or product type. The measurement indicates frequency, reach and ad ratings. Basic Advanced Sentiment Analysis Sentiment analysis aims to determine the attitude of a speaker or a writer with respect to some topic or the overall contextual polarity of a document Percentage of sentiment Seeks to express the particualar sentiment being tracked as percentage of all the sentiments collected % Positive % Negative % Neutral Effectiveness Advertising effectiveness pertains to how well a company's advertising accomplishes the intended. Social Reach Total number of fans or followers across all platforms Growth in the reach expressed as a percentage Social Reach Growth Engagement Engagement can be defined as a channel / website s ability to hold a visitor s attention or induce the visitor to participate with the website or channel by Campaign By Channel By Post Influencer Engagement Lead Generation Lead generation is the generation of consumer interest or inquiry into products or services of a business. Basic Advanced Cost / Benefit Analysis Cost benefit analysis (CBA), sometimes called benefit cost analysis (BCA), is a systematic approach to estimating the strengths and weaknesses of alternatives that satisfy transactions, activities or functional requirements for a business. Conversions Revenue ROI Comparison

15 Search - Organic Area KPI Description Metrics Traffic by Search Engine the amount of traffic being contributed by each search engine that the website is indexed on Traffic by Search Engine Share of voice is a way of measuring amount of presence or strength for a particular brand or product, or : how much is our brand or product talked about compared to our competitors? Share of Voice Which keywords are generating the most volume of traffic for our website Traffic by Keyword Share of Voice Keyword ranking is the position in the search result by searching specific keyword on search engine. Keyword Ranking Organic (SEO) Is the process of affecting the visibility of a website or a web page in a search engine's unpaid results - often referred to as "natural," "organic," or "earned" results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users Engagement Lead Generation Branded keywords are those terms or keywords containing your company or client s company s name. Non branded keywords are those terms or keywords that define or explain your company or client s company s products or services. Engagement can be defined as a channel / website s ability to hold a visitor s attention or induce the visitor to participate with the website or channel Lead generation is the generation of consumer interest or inquiry into products or services of a business. Brand vs Non Brand % Engagement Rate Basic Advanced Cost / Benefit Analysis The conversion rate is the proportion of visitors to a website who take action to go beyond a casual content view or website visit, as a result of subtle or direct requests from marketers, advertisers, and content creators. This is the percentage of unique pages that yield search-delivered traffic % Conversion Rate % of Pages yielding visits from Search Average number of keywords each page yields in a given month. It s the ratio of keywords to pages yielding traffic. Keywords per page

16 Search - Paid Area KPI Description Metrics Paid Search (PPC) Pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Search engine advertising is one of the most popular forms of PPC. Engagement Cost / Benefit Analysis Engagement can be defined as a channel / website s ability to hold a visitor s attention or induce the visitor to participate with the website or channel Cost Per Click (CPC) refers to the actual price you pay for each click in your payper-click (PPC) marketing campaigns. Click-through rate (CTR) is a way of measuring the success of an online advertising campaign for a particular website as well as the effectiveness of an campaign by the number of users that clicked on a specific link The conversion rate is the proportion of visitors to a website who take action to go beyond a casual content view or website visit, as a result of subtle or direct requests from marketers, advertisers, and content creators. Cost per action, or CPA sometimes referred to as cost per acquisition is a metric that measures how much your business pays in order to attain a particular goal Cost per conversion, or CPC is a metric that measures how much your business pays in order to attain a potential client Cost per Acquisition, or CPC is a metric that measures how much your business pays in order to get a client % Engagement Rate Cost per Click Click Through Rate % Conversion Rate Cost per Action Cost per Conversion Cost per Acquisition

17 Web & Mobile Area KPI Description Metrics On-Site / Application analytics is the measurement, collection, analysis and reporting of web / app data for purposes of understanding and optimizing usage. Unique Visitors Unique visitors refers to the number of distinct individuals requesting pages from the website during a given period, regardless of how often they visit. Unique Visitors Analytics is not just a tool for measuring traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website. Engagement can be defined as a channel / website s ability to hold a visitor s attention or induce the visitor to participate with the website or channel % Engagement Pages per visit is a Web analytics measure of how many pieces of content (Web pages) a particular user or group of users views on a single website. Pages per visit Engagement How long a visitor stays on your site? Number of visitors who downloaded some information from the website. For Eg. Product sheet or white paper Time spent on Site % Downloaded Product Sheet Number of visitors who used a widget or wizard. For eg. Product finder / recommender % Used Calculator / Widget / Wizard Number of visitors who subscribed % Subscribed to Feed Number of visitors who wached a video on the site % Watched Video Conversions The conversion rate is the proportion of visitors to a website who take action to go beyond a casual content view or website visit. % Conversion Bounce rate, is a measure of the number of individuals or items moving out of a collective group over a specific period of time. % Bounce Gives you the ratio between how many new visitors coming to the site versus returning visitors New vs Returning Retention / Churn Number of unique users who have logged-in or performed some action in your product in a certain time period (usually always monthly) Active Users Number of visitos who keep coming back to the site and purchasing or performing the actions % Retention Rate Churn rate, is a measure of the number of individuals or items who cancel or stop using your service over a specific period of time. % Churn rate

18 Area KPI Description Metrics marketing is directly marketing a commercial message to a group of people using . In its broadest sense, every sent to a potential or current customer could be considered marketing. It usually involves using to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Subscribers New Subscribers Lead Generation Number of people who have given you permission to send them information for promotions or products Number of new people who have joined the subscription list within that period of time Lead generation is the generation of consumer interest or inquiry into products or services of a business. Matric Subscribers Metric New Subscribers Basic Metric Advanced Metric Cost / Benefit Analysis Number of people who have withdrawn their permission to recieve any informaiton form you % Opt Out Metric Number of people who open and read your s % Open Metric Number of people who click on the call to action within the to arrive at your website / landing page / microsite or product page % Click Through Rate Metric Number of people who perform the desired actions by clicking through from the % Conversion Metric

19 Display Area KPI Description Metrics Display Advertising (also known as CPM or CPI), is a term used in traditional advertising media selection, as well as online advertising and marketing related to web traffic. It refers to the cost of traditional advertising or internet marketing or advertising campaigns, where advertisers pay each time an ad is displayed. Engagement Engagement can be defined as a channel / website s ability to hold a visitor s attention or induce the visitor to participate with the website or channel An impression (in the context of online advertising) is when an ad is fetched from its source, and is countable. Clicking or not is not taken into account. Each time an ad is fetched it is counted as one impression. % Engagement Rate Impressions Delivered Cost per mille (CPM), also called cost and cost per thousand (CPT) (in Latin mille means thousand), is a commonly used measurement in advertising. Avg. Cost per M Impressions Cost Per Click (CPC) refers to the actual price you pay for each click in your pay-per-click (PPC) marketing campaigns. (computed) Avg. Cost per Click Cost / Benefit Analysis Click-through rate (CTR) is a way of measuring the success of an online advertising campaign for a particular website as well as the effectiveness of an campaign by the number of users that clicked on a specific link Click Through Rate The conversion rate is the proportion of visitors to a website who take action to go beyond a casual content view or website visit, as a result of subtle or direct requests from marketers, advertisers, and content creators. % Conversion Rate Cost per action, or CPA sometimes referred to as cost per acquisition is a metric that measures how much your business pays in order to attain a particular goal Cost per Action Cost per conversion, or CPC is a metric that measures how much your business pays in order to attain a potential client Cost per Conversion Cost per Acquisition, or CPC is a metric that measures how much your business pays in order to get a client Cost per Acquisition