The Marketer's Digital Insights and Analytics Cheat Sheet
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Seth Meranda's presentation on creating a web analytics strategy for marketing tracking from the 2011 AMA Symposium for the Marketing of Higher Education.
The Marketer's Digital Insights and Analytics Cheat Sheet
- 1. The Marketers Digital Insights and Analytics Cheat Sheet Seth Meranda User Experience Architect: UNL Associate Consultant: Noel-Levitz 1
- 2. Analysis and synthesis ordinarily clarify matters for us about as much as taking a Swiss watch apart and dumping its wheels, springs, hands, threads, pivots, screws and gears into a layman's hands for reassembling, clarifies a watch to a layman. Author Unknown 2
- 3. Setting Up Resources Required Reporting and Analyzing 3
- 4. Just because you can measure it, it doesnt mean it matters. 4
- 5. If it wasnt measured it didnt happen. 5
- 6. SETTING UP 6
- 7. Strategy 7
- 8. Strategy 7
- 9. Strategy 7
- 10. Strategy 7
- 11. Strategy 7
- 12. Strategy 7
- 13. 8
- 14. The goal of the Undergraduate Admissions of鍖ce website is to provide clear and concise content to prospective students and their parents regarding the academic and student life opportunities at our institution as well as to provide simple ways to join our community through online registrations, applications and social networks. 8
- 15. Be... ... clear with objectives ... de鍖nitive on audience(s) ... speci鍖c on actions 9
- 16. What shall we measure? 10
- 17. Focus on what will help make decisions 11
- 18. What can we track? 12
- 19. Make a list of all available metrics 13
- 20. Select Metrics NEEDED AVAILABLE 14
- 21. Setup 15
- 23. Start measuring 17
- 24. Evaluate Key Performance Indicators (KPIs) Select an interval 18
- 25. Create insights 19
- 26. Tweak as needed Insights are actionable 20
- 27. Execute 21
- 28. Follow through Rinse and repeat 22
- 29. RESOURCES REQUIRED 23
- 30. Smart People 24
- 31. Tools 25
- 32. Choose the right tool 26
- 33. 27
- 35. Answers to dif鍖cult questions How well are my How do people find my marketing campaigns site? performing? Is my website driving What do people do on people away? my site? Do I have what Where are people people are looking coming from? for on my site? 29
- 36. Answers to dif鍖cult questions How well are my How do people find my marketing campaigns site? performing? Is my website driving What do people do on people away? my site? Do I have what Where are people people are looking coming from? for on my site? who? 29
- 37. Answers to dif鍖cult questions How well are my How do people find my marketing campaigns site? performing? what?do people do on What Is my website driving people away? my site? Do I have what Where are people people are looking coming from? for on my site? who? 29
- 38. Answers to dif鍖cult questions how? How well are my How do people find my marketing campaigns site? performing? what?do people do on What Is my website driving people away? my site? Do I have what Where are people people are looking coming from? for on my site? who? 29
- 39. Answers to dif鍖cult questions how? How well are my How do people find my marketing campaigns site? performing? what?do people do on What Is my website driving people away? my site? when? Do I have what Where are people people are looking coming from? for on my site? who? 29
- 40. Answers to dif鍖cult questions how? How well are my How do people find my marketing campaigns site? performing? where? what?do people do on What Is my website driving people away? my site? when? Do I have what Where are people people are looking coming from? for on my site? who? 29
- 41. 30
- 42. 30
- 43. 30
- 44. 30
- 45. 31
- 46. 31
- 47. 31
- 48. Bounce 31
- 49. Bounce 31
- 50. Bounce 31
- 51. Bounce 31
- 52. Bounce Exit 31
- 53. Terminology 32
- 54. 1,000,000 pageviews/month 33
- 55. Pageviews Pageviews: # of times page was loaded. Unique pageviews: Number of sessions during which a page was viewed one or more times 34
- 56. Bounce Rate Bounce Rate: Rate of visitors that leave after visiting only one page 35
- 57. Time on Page Time on Page: Page 2 Timestamp - Page 1 Timestamp (bounces & exits = 0) Average Time on Page: Total Time on Page/All Visits (excludes bounces & exits) 36
- 58. Time on Page The problem with averages. 37
- 59. Time on Site Time on Site: Sum of time on pages during a session Average Time on Site: Total Time on Site/All Visits (includes bounces) 38
- 60. Time on Site Remember, averages hide what is really going on! 39
- 61. Landing Page Landing Page: First page visited 40
- 62. Visitors New Visitor: User of site who has NOT visited in the past. Returning Visitor: User of site who has visited in the past. 41
- 63. 42
- 64. Local Site Search 42
- 65. External Keywords 42
- 66. Landing Pages 42
- 67. Goals 42
- 68. Campaigns 42
- 69. Brand Index B i # Visits w/ Branded Keywords + Direct Visits Total Visits 43
- 70. The Marketers Dream Report 44
- 71. The Marketers Dream Report 44
- 72. 45
- 73. UX Problem Users are confused about the online application. 45
- 74. Analytics Issue Only 35% of users visiting our site from the Apply Now campaign are actually submitting an application. 45
- 75. Our users are having a hard time 鍖nding the online application, in fact 65% of specially targeted users are abandoning the process which leaves us X amount behind our goal of Y applicants. 45
- 76. User Testing 息 Krug, Steve: Rocket Surgery Made Easy 46
- 77. User Testing User Testing 息 Krug, Steve: Rocket Surgery Made Easy 46
- 78. Diagnose quickly 47
- 79. Task Direction 48
- 80. 49
- 81. 49
- 82. 49
- 86. Know where youve been 51
- 87. 52
- 88. 52
- 89. 52
- 92. SEO 54
- 93. 55
- 94. 56
- 95. True SEO = Finding what they are looking for. 57
- 96. 58
- 97. Social Media 59
- 98. Engagement Environment 60
- 100. Admissions Example 62
- 101. Objective Increase out-of-state enrollments Target: 1,100 out-of-state incoming student enrollments for 2011-2012 cycle 63
- 102. 64
- 103. Primary KPIs Positive online mentions of UNL leading to 2011 Net new "Likes" of UNL content from out-of- state users Facebook likes/fans Twitter favorites/followers 16-18 year olds Net new click-throughs of links leading to admissions.unl.edu from out-of-state students 65
- 104. Secondary KPIs Net new "likes" of UNL content from in-state 16-18 year olds Net new click-throughs of links leading to admissions.unl.edu from in-state students 66
- 105. Positive online mentions of UNL leading to 2011 We need to set a baseline. We can't expand if we have to climb out of a hole. 67
- 106. 68
- 107. Net new "Likes" of UNL content on Facebook page/Twitter Mentions Have moved to the af鍖nity marketing segment. Focus on target audience. 69
- 108. 70
- 109. Click-throughs from content Bring out the Google Analytics Campaign Tag everything 71
- 110. Your To-Do List 72
- 111. Find your strategy Buddy-up with your Web Analyst (or designate one) Setup objectives and targets Determine metrics 73
- 112. Examine measurement tools Measure Take action from insights 74