The Shift
PaidTV
Radio
Events
Display
SEM/Online
OwnedStorefront
Website
Direct Mail/Email
Social Network/Media
EarnedWord-of-Mouth
Press
Referrals
On-site Comments
Shares, Likes, RT’s
Check-ins
Ratings/reviews
Mentions
Shifted Componentsof the Marketing Strategy
Metrics and KPIs
• What is important?# of followers, impressions, comments, …
• The Value of a FollowerIs it worth it? How do you know?
Metrics and KPIs
Will vary relative to the tool, but…
What goals do these metrics
ALL strive to influence?
Typical Business Goals
• Increase brand awareness
• Drive leads in the pipelines
• Drive traffic to website
• Reduce customer service cost
• Improve customer satisfaction
• Improve customer retention
• Increase sales
Typical Web Metrics
• Website visitation and frequency
• Popular web pages and/or posts
• Where visitors came from
• How long visitors stayed
• What browser and OS are used
• Where visitors are coming from
What To Track?
• What should be watched?
• Are you able to make decisions?
Don’t mistake data, metrics, and KPIs for ROI. Metrics measure
important points, but they don’t connect to dollar values. (Radian6, 2012)
What is Google Analytics?
• Shows you the full customer picture across digital properties
• Insights you can turn into real results
Source: Google Analytics, http://www.google.com/analytics/why/index.html
What is Google Analytics?
• The Bottom Line…
Source: Google Analytics, http://www.google.com/analytics/why/index.html
Analytics make it easier to serve your current customersand win new ones.
Web Analytics Advice
• Learn what is possible
• Plan website updates
• Avoid the “single metric trap”
• Avoid “data rabbit holes”
Source: Google Analytics, http://www.google.com/analytics/why/index.html
Other Tools
• Google Webmaster Tools
• Bing Webmaster Tools
• Server Logs
• System Logs
• Other Sources and Tools– Woopra, Facebook, YouTube, Twitter, Alexa, etc.
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