Date post: | 11-May-2015 |
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Business |
Upload: | 451-marketing |
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Marketing Analytics
Ana NicholsSEO Account Manager
www.451Marketing.com
617-259-1605
linkedin.com/in/ananichols
@AnaNichols
National Public Relations, Social Media, and Search Marketing Agency Founded in 2004
Headquartered in Boston and representing Los Angeles, New York, San Diego, and Las Vegas
Recognized as a 2011, 2012, 2013an award recognizing the fastest growing private companies headquartered in Massachusetts
About 451 Marketing
Half of the money I spend on advertising is wasted; the trouble is I don’t know which half.
-John Wanamaker (1838-1922)
5,134,000,000 Per Day
Worldwide, 1,873,910,000,000 searches conducted on Google last year.
554.7 Million
225Million
130 Million
500 Million
1 Billion
What do we measure?
clicks
views
downloads
media mentions
sharespurchases
keyword performance/effectiveness
impressions
unique visits
What You Measure Should Be Based on Overall Sales,
Marketing, and Brand Goals
• Tools for General Market Trending
• Paid Search Tools
• Social Tools
• SEO Tools
• The Big Picture
• Q&A aka “Ana, How Do I Measure This?”
Agenda
General Market Trending Tools
See traffic data for over 1 million sitesDiscover competition and related sites
Monthly email reports of sites you're interested inCompare multiple sites in one graph
• Create apps, tools, and graphs to visualize data
• Plan advertising campaigns based on consumer behavior
• See impact of previous advertisements
• See marketing strategy of competitors
• 2 years of metric data
• Compare multiple domains at once
• See keyword search success of competitors
Premium
Paid Search Tools
www.google.com/AdWords
Create ads and choose keywords which are related to your business
Pay only for results
Start with any budget
•Cost Per Thousand ImpressionsCPM•Cost Per ClickCPC•Cost Per LeadCPL•Cost Per AcquisitionCPA
Standard Ad Pricing Lingo
AdvertisingAnalytics
SEO Tools
Social Media Tools
Fully-customizable dashboard of social media contentSync multiple social media accounts
• Schedule content
• Allows for integration of internet apps such as YouTube (advantage over TweetDeck)
• Organize lists, trends, interactions, and tweets
• Pro Version allows for integration of Google Analytics and Facebook Insights
www.facebook.com
• Real-time graph of all page posts and impact (interactions, reach)
• Shows percentage change over time
• See how users access your page (web or mobile)
• See how many people check in to your venue
• See demographics of users accessing your page
• Weekly email updates
SEO Tools
www.google.com/analytics/
User can control what data they view and customize reports
Real-time reporting
Track social campaigns
Track digital advertising
The Big Picture
Attribution Conversion Path
Social Signals Referral Traffic
Shoe Website“451 Shoes”
Face
book
Organic Search
“Cool Shoes”
Display ADPPC AD
“451 Shoes”
The Big Picture CONVERSION
Which channel get’s the credit?
The Big Picture
Shoe Website“451 Shoes”
PPC AD
CONVERSION
Top Conversion Path Report
The Big Picture
ROI Per Channel
The Big PictureOverarching Business Goal
Questions?
Marketing Analytics