Approaches to Employer Engagement A Partnership Approach to Employer Engagement
Měkké metriky – engagement, loajalita a další
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Transcript of Měkké metriky – engagement, loajalita a další
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Soft metricsPere Rovira - Director at WebAnalytics.es
www.twitter.com/pere_rovira
www.linkedin.com/in/pererovira
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Soft metrics “evaluate the things that aren’t apparent”
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Conversion is not enough“If 2% of users convert, what do the others do?”
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Context is meaning“If I increase sales by 20%, should I be happy?”
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“measure beyond conversion
with context always in mind”
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Engagement“A promise to marriage... the period of time between proposal and marriage”
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Engagement
Actions Segmentation Outcomes
comments, subscriptions, videos viewed, backlinks, re-
tweets, facebook fans, etc.
fanatics, lovers, casual, one night
stands, etc.
do lovers convert more than one night stands?
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Influence“The capacity to produce efects on the actions or opinions of others”
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Influence
Metrics Outcomes
twitter followers, RSS subscriptions,
newsletter CTR, survey response
rate, etc.
leads from social media, quotations,
interviews, speaking engagements, guest
articles, etc.
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Satisfaction“Enjoyment, pleasure, comfort, fulfillment”
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Satisfaction
Metrics Outcomes
loyalty
angry feedbacks
time to finish a transacion
recomendationscustomer loyalty
customer feedbacktransactions
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Context“I am tall as long as you’re short”
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Context
Techniques Tools
User panels
ISP traffic analysis
Nielsen NetviewComscore
Google Ad PlannerGoogle Trends
HitwiseNetsuus
Outcomes
data comparisons
hints on competitor advantage
seasonality, events
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“measure beyond conversion
with context always in mind”
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References
Is conversion rate enough? http://www.kaushik.net/avinash/2008/01/is-conversion-rate-enough-
its-a-good-start-now-do-more.html
Trinity. A mindset & Strategic Approach http://www.kaushik.net/avinash/2006/08/trinity-
a-mindset-strategic-approach.html
How to measure visitor engagement, redux http://
blog.webanalyticsdemystified.com/weblog/2007/10/ho w-to-measure-visitor-engagement-redux.html
Marketing metrics: the hard and the soft http://thecustomercollective.com/TCC/
31333
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Image credits
Slide 2 - http://www.flickr.com/photos/pensive-reflections/3112687360/
Slide 3 - http://www.kaushik.net/avinash/2008/01/is-conversion-rate-enough-its-a-good-start-now-do-more.html
Slide 4 - http://www.flickr.com/photos/curiousexpeditions/489992128/
Slide 7 - http://www.flickr.com/photos/eyermonkey/2842941601/
Slide 9 - http://www.mediaphilosopher.com/category/influence/
Slide 11 - http://www.flickr.com/photos/netsrot/164613381/
Slide 12 - http://www.robertomanzoni.it/pics/imgBig/Berretto-Sherlock-Holmes.jpg