Měkké metriky – engagement, loajalita a další

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Soft metrics Pere Rovira - Director at WebAnalytics.es www.twitter.com/pere_rovira www.linkedin.com/in/pererovira [email protected]

description

Akce: Konference Web Analytics - 28. 5. 2009 - PrahaOrganizátor: Dobrý web

Transcript of Měkké metriky – engagement, loajalita a další

Page 1: Měkké metriky – engagement, loajalita a další

Soft metricsPere Rovira - Director at WebAnalytics.es

www.twitter.com/pere_rovira

www.linkedin.com/in/pererovira

[email protected]

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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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Thanks!Questions?

www.twitter.com/pere_rovirawww.linkedin/in/pererovira

[email protected]

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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/

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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