Measuring online activities: What and how

Jul 12, 20101 like564 views

Measuring online performance is tough, the old metrics don't provide us the details we require to execute on our plans. This talk looks at ways in which to determine and track more useful metrics online.



Measuring your online activities
Asian Publishing Convention
July 2010
Andrew Duck



3
Introduction
Why measure?
What to measure?
Things to do.



4
Beneﬁts
Measurable actions promote agile responses
Awareness
Assists personalisation
Assists product and service development


Everything is
measurable

We can measure everything
Print audited circulation
We can do better



7
Different types of measurement
Traditional metrics (page views, unique visitors)
New metrics (more experiential)
Testing
Surveys
Polls



8
Traditional Metrics
Page views
Click throughs
Impressions
Hits


Analytic tools

Google Analytics
Omniture
Woopra
Chartbeat
Urchin
and hundreds more...



11
Measure Behaviour
How many are here?
How did they get here?
What are they doing here?
Does their behaviour match those of others? Are there similarities?
Where are they most likely to go next?



12
Measure Purchase
How much did they buy?
What else would they buy?
What is propensity to buy again?
What do they want (search for and view)?
Did they ﬁnd what they were looking for?
What payment process is their preference, is their choice changing?



13
Tone and sentiment
What is their mood?
Do they like or dislike our products?
What ideas can we take to R&D?



14
Inﬂuencers
Who is talking the most and what about?
Where are they talking?
How can we activate their social graph?


Targeting

Do they like A, B or C?
Or A and B, but not C?
Which user experience elements drive highest
levels of X?



16
Measure Engagement
How many clicks on this visit?
How much time are they spending across sites?
How frequent do they return?
Who did they communicate with? How? Method used?
Did they get a reply?



17
Split A/B and Variant Testing
Split the trafﬁc between two or more variants of the same web page
Measure effectiveness
Compare the differences in goal achievement
Make overall change based on collected data



19
Time to adapt
Build a team whose job it is to improve your online presence based on the data collected.
Find solutions that have open reporting interfaces.
Build a single view of the performance across all online activities.



20
Ignore the tools
Let business goals lead. Not tools.
Goals lead to metrics, which in turn determine tools.



21
Some ﬁnal thoughts
Evolving measurement & analytics allow you to quickly adapt your marketing tactics in an
ever changing digital landscape.
The inability to measure value will slow innovation, adaptation is key.
Think outside the box, new touch points.


Thanks

Andrew Duck
andrew.duck@quiqcorp.com
twitter.com/andrewduck

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Measuring online activities: What and how

1. 

2.  Measuring your online activities Asian Publishing Convention July 2010 Andrew Duck

3.  3 Introduction Why measure? What to measure? Things to do.

4.  4 Beneﬁts Measurable actions promote agile responses Awareness Assists personalisation Assists product and service development

5.  5 The Questions What is going on? What do I need to ﬁx? How successful was my campaign? Should we continue to invest in, X? Are our users engaged with our brand?

6.  Everything is measurable We can measure everything Print audited circulation We can do better

7.  7 Different types of measurement Traditional metrics (page views, unique visitors) New metrics (more experiential) Testing Surveys Polls

8.  8 Traditional Metrics Page views Click throughs Impressions Hits

9.  Analytic tools Google Analytics Omniture Woopra Chartbeat Urchin and hundreds more...

10. 10  New Metrics

11.  11 Measure Behaviour How many are here? How did they get here? What are they doing here? Does their behaviour match those of others? Are there similarities? Where are they most likely to go next?

12.  12 Measure Purchase How much did they buy? What else would they buy? What is propensity to buy again? What do they want (search for and view)? Did they ﬁnd what they were looking for? What payment process is their preference, is their choice changing?

13.  13 Tone and sentiment What is their mood? Do they like or dislike our products? What ideas can we take to R&D?

14.  14 Inﬂuencers Who is talking the most and what about? Where are they talking? How can we activate their social graph?

15.  Targeting Do they like A, B or C? Or A and B, but not C? Which user experience elements drive highest levels of X?

16.  16 Measure Engagement How many clicks on this visit? How much time are they spending across sites? How frequent do they return? Who did they communicate with? How? Method used? Did they get a reply?

17.  17 Split A/B and Variant Testing Split the trafﬁc between two or more variants of the same web page Measure effectiveness Compare the differences in goal achievement Make overall change based on collected data

18. 18  Empowering

19.  19 Time to adapt Build a team whose job it is to improve your online presence based on the data collected. Find solutions that have open reporting interfaces. Build a single view of the performance across all online activities.

20.  20 Ignore the tools Let business goals lead. Not tools. Goals lead to metrics, which in turn determine tools.

21.  21 Some ﬁnal thoughts Evolving measurement & analytics allow you to quickly adapt your marketing tactics in an ever changing digital landscape. The inability to measure value will slow innovation, adaptation is key. Think outside the box, new touch points.

22. 22  Questions?

23.  Thanks Andrew Duck andrew.duck@quiqcorp.com twitter.com/andrewduck

�ݺ�ߣ

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