Managing Traditional, Online & Social Media Touchpoints

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1 This is an essay about what it takes to create and sell something remarkable. It is a plea for originality, passion, guts and daring. Seth Godin * Managing Traditional, Online & Social Media Touchpoints

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3 Topics: 1. What Is The Web Analytics Framework? 2. What Are Social Media Metrics? 3. What Analytic Tools Are Available? 4. How Can You Categorize Social Media Sites For Performance Metrics? 5. What Are Future Metric Trends? 6. What Is The Best Practice In Web Analytics?

4 The interesting thing about averages is that they hide the truth very effectively. (Avinash Kaushik)

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7 Percent of Clicks and Percent of Time Spent

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21 Topics: *Video Analytics *Mobile Analytics *Key Performance Indicators *Conversion Metrics Social media is a way of thinking It s not about sales, or ads, or clickthrough rates. It s about pursuing relationships and fostering communities of consumers. It s about rethinking how you make plans when your customers are in the center and in control. (Paul Adams)

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24 If you surveyed FTSE 100 companies and asked them whether they were using analytics data to drive business decisions a lot of respondents would say eh? What s web analytics?, even though they had a product and were paying a lot of money for it. The issue of people just collecting data and not turning it into information exists within a lot of organizations. It s not unique to any tool. The challenge for the industry is to spread knowledge and educate users about what to do with data. (Brian Clifton) Topics: *Video Analytic Software *Tools and Issues of Monitoring Presence in Social Media

25 Innovation comes only from readily and seamlessly sharing information rather than hoarding it. (Tom Peters)

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27 Are my customers loyal? Absolutely! 100%. Right till the moment someone offers a better service. (Jeff Bezos)

28 If there are stormy waters ahead, what are you going to do? Batten down the hatches and hope for the best? Or invest in the right navigation equipment, learn how to use it, and plot the smoothest possible course to keep ahead of the pack?

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36 Topics: 1. What Is The Web Analytics Framework? 2. What Are Social Media Metrics? 3. What Analytic Tools Are Available? 4. How Can You Categorize Social Media Sites For Performance Metrics? 5. What Are Future Metric Trends? 6. What Is The Best Practice In Web Analytics?

37 Almost 80% of the clicks occur for the top 3 positions on the search page. This highlights the importance of being ranked 1, 2, or 3 for the keywords the users is searching on. * Web analytics is the measurement, collection, analysis, & reporting of internet data for purposes of understanding & optimizing usage. * Web Analytics 2.0 is defined as the analysis of qualitative & quantitative data from the website & from competition to drive continual improvement of the online experience of customers which translates into desired outcomes. * Online video analytics is way of measuring how viewers get to an online video & what they do when they watch it. * Mobile web analytics studies the behavior of mobile website visitors. * Mobile web analytics refers to the use of data collected as visitors access a website from a mobile phone. * Best-in-class organizations average visit durations of 6.6 minutes compared to 4.8 minutes for industry average & 3.2 minutes for laggards. * Best-in-class organizations have a campaign click-through-rate of 9.7% compared to 8.1% for the industry average & 7.7% for laggards. * Best-in-class organizations are twice as likely as all other organizations to track & measure the ROI of web analytic expenditures. * Characteristics of the best-in-class organizations show that they disseminate information & define metrics to measure success. *

38 The decision to use a free or paid solution for web analytics influences the amount of actionable information received and the organization s ability to implement changes to the website. *In the near term, the number of Facebook fans will become commonly used as a key metric. *In the dark, distant past the web was primarily about publishing. *Google's search engine ranking models have, in the past, been based on a publishing model. *The web is becoming a place where people truly interact, as opposed to simply publish content. *The Google's ranking models will become less effective at determining relevance as people move away from the publishing model and towards interaction and engagement. *Google will be adapting their search engine ranking model to monitor and gauge interaction. Interaction will become a new valuable metric as to the website s worth, which will flow into the search engine rankings. *