Meaure Marketing Online - IABC Ottawa

Converting visits to value

PublicInsite.com

An introduction to measuring marketing onlineNo more faith based marketing!

Alex Langshur, President

PublicInsite Inc.March 1, 2011

About PublicInsite

• A leading web analytics & search engine optimization/marketing (SEO) firm

• Experts in WebTrends, Google Analytics, Urchin, NetInsight etc.

• Google Analytics Certified Partner, Yahoo Web Analytics Network Partner, Google Adwords Qualified & Yahoo Search Marketing Ambassadors

• Specialized in public sector performance measurement

• Build and implement measurement frameworks that are aligned to MAFs and focus on tracking outcomes

• Provide concise, clear and strategic roadmaps that empower managers to assess and improve the quality and efficiency of their websites

• Over 200 client engagements with public sector departments and agencies since 2003

• Offices located in Boston and Ottawa © PublicInsite Web Analytics Inc. 2011

2

PublicInsite 2007

3

We‟re a new kind of evaluation firm, one that

understands the profound role of the web.

We‟ve been helping our clients since 2001

© PublicInsite Web Analytics Inc. 2011

4

2. Web server

sends the page to

the IP address

When a user clicks on a link…

1. Browser sends a

requests for a

page

3. The page is „built‟

by many discrete

elements (all calls

to the server, or

hits)4. The result: one page

view comprising

many hits


5


6

Data analysis and

reporting software

(we recommend:

WebTrends;

NetInsight; AT

Internet)

Maine

Florida

California

Saskatchewan

Quebec

Log File 1

Log File 2

Log File 3

Log File 4

web server 1

web server 2

web server 3

web server 4

How web traffic data is collected: Log files


7

1. Browser sends requests for web

page

1

web serverServer responds to request, sends page

along with embedded page tag

2

2. Browser reads & executes page tag

script, sends image request (along

with appended data) to server

specified in script (collection point)

3 /images/tracking/pagetag.gif

1

2

3

Data analysis and reporting

software (we recommend:

Google Analytics; Yahoo Web

Analytics; Pion; Omniture;

Coremetrics; NetInsight;

WebTrends; AT Internet)

Data

collection

point

1

How web traffic data is collected: Page tags


8

A log file entry (with cookies)

LOG ENTRY for June 1 2009:

2005-06-01 00:25:01 199.212.18.131 GET /pagename/8C3F7D55-A9EE-46F2-8CB1-

294250AFE77A/sky-clouds.jpg - 304 164 423 0 HTTP/1.1 www.dept.gc.ca

Mozilla/4.0+(compatible;+MSIE+6.0;+Windows+NT+5.1;+.NET+CLR+1.1.4322)

http://department.gc.ca/english/default.cfmCOOKIE_ID=X01H37M39QR006YMLW59320001BX4

A unique, randomly generated number (the cookie)

is placed in the log to enable tracking of the visitor

should they return

9


Don’t worry about accuracy or precision: focus on trends

Nice to look, but no actionable insight

Comparing a metric and an indicator immediately provides a wealth of new opportunities to better understand the story in the data

Visitor capture & engagement framework:Acquisition, Conversion and Retention


10

ACQUISITIONBring visitors to

the site

Indicators:• Sources of traffic• Keywords used (by

whom)• Social Media based

traffic• Direct access ratios• Etc.

CONVERSIONGet visitors to stay &

engage

Indicators:• Content consumption• Time onsite & bounce• Depth of visit• Use of key info assets• Value events

conversions

RETENTIONCreate adherents

& supporters

Indicators:• Customer satisfaction• Visit frequency &

recency• Newsletter

clickthroughs• New visitor percentage• Content repurposing• Etc.

Target Audiences (diverse, can be anything such as):• Consumers, students, target industry sectors, governments, etc.

© 2010, PublicInsite Web Analytics Inc.

11

Social marketing theory / Purchase cycle

Pre-contemplation / Awareness

Contemplation / Interest

Information gathering /

Consideration

ACTION / Decision

Maintenance /

Action

Time

12



13

Organic results

Paid results

The Search Results Page (SERP): Ground Zero in the competitive marketplace of ideas

How important is branded search?


14

* weighted average

based on the total

number of visits

n = 96.7 million visits

Observe linkage between level of branded

search and:- Type of org

- Size of org

- Size of ad budget

- Size of site (# pages)

*

How important is the home page?


15

Sites include public sector, non-profit, and

education sectors, and range in visit volume

from 10 million pg views/mth down to 100,000

pg views/mth

A map of demand: swine flu interest by population group

PHAC Swine Flu Outbreak Online Analysis (Apr 27/09)

This series of graphs and maps show how the nature and type of information demand is closely tied to population groups.

#1) (top) shows widespread demand for the general term of “swine flu”, with heaviest demand in the Mexican border state of Texas. Note that Kansas has reported two cases of infection.

#2) (middle) shows much more localized demand related to the emerging search phrases surrounding “symptoms”. Symptom-related searches are highest in New York, California and Texas – three states with confirmed cases (oddly, Kansas is not among this group).

#3) (bottom) this last graph is remarkable for one very specific reason: North Carolina is home to a number of large pork processing plants that are well known for their heavy use of non-unionized Hispanic labourers. Note how North Carolina stands out as the epicenter of US-based Spanish language swine flu searches.

Collectively, these data underscore the language and locale of search to understand the evolution of the outbreak and use this to develop more targeted and effective communication strategies

Search term: Swine flu symptoms

Search term: Swine flu

Search term: Gripe porcina

#1) Search term: Swine flu

#2) Search term: Swine flu symptoms

#3) Search term: Gripe porcina

“Let me tell you a story about a little pandemic…”

PublicInsite 2010

17

Volume of searches done in Canada on Google for the five keywords in the legend. Note two distinct waves of demand, the first dominated by “swine flu” searches; the second by “h1n1” & “vaccine” related searches. Data drawn from Google Insights for search. Relative scaling in effect.

What does this mean?

• Your search profile is a digital asset

• Governments must carefully manage this asset as it is the intersection point between intent, visibility and engagement

• Search is “upstream” – understanding this is critical

• Search is the cheapest, broadest most up-to-the-minute source of insight into:

• The interests of Canadians

• The distribution of demand

• The language of demand


18


19

How are people finding your site? (Acquisition)

Google

None

Search Engines

Other Web Sites

Social Media

Benchmark

Variance from

Benchmark

• Google

• Direct Access – Type in URL

• Direct Access – Bookmarked

• Email Campaign, etc.

• Yahoo, MSN, Bing, Ask, etc.

• Partner web sites,

universities, other

governments, and all other

miscellaneous sites

• Twitter, Facebook, LinkedIn,

Blogspot, other professional

or independent blogs, etc.

38%23 – 58%

39% 1%

29%20 - 37%

49% 20%

4%2 – 5%

3% 1%

29%11 - 38%

10% 19%

0.4%0.1 – 1.1%

0.3% 0.1%

Included

Referrer Group • Samples of types of groups

or Web sites included.Benchmark

AverageBenchmark

Range

Client

SiteAbove /

Below

This Site

Implications and

Recommendations

• Search Engine

Optimization

• Link tagging

strategy

• Email click-through

measurement

• Search Engine

Optimization

• Content creation

• Leverage initiatives

at corporate level to

consolidate impact

across SM channels

Implications and

recommended

actions

• Content sharing

• Creating awareness

of content value

• Link building

Referrer analysis in Google Analytics


20

Note impact of social media (we’ll return to this later)

Understanding Direct Traffic


21

May 1, 2010 – July 31, 2010

Aug 1, 2010 – Oct 31, 2010

Since tagging was implemented, direct traffic has decreased and directly related to the tagging strategy – ‘Other’ is the result.

Direct Traffic contains visits driven by links in emails; since these aren’t tagged they can’t be measured

• What keywords did people use in search engines that resulted in visits to your site?

• You can learn about: • What’s popular on your site?

• Visitor intent

Type and syntax of words

Noun versus verbs

Adjectives used

• How good your content is at drawing traffic

• How optimized your site is to draw search traffic

• Improve content alignment

Trend the use of keywords. Identify seasonality you can use to advantage.

Uncover unmet needs that your site may be attracting but are not currently fulfilling.

High conversion micro-segments.


22

Keyword analysis


23

Top 600 search terms

-

500

1,000

1,500

2,000

2,500

3,000

3,500

1 101 201 301 401 501

Rank

Fre

qu

en

cy

of

us

e

The now familiar Long Tail / Power Law curve…

We rarely to look beyond here…

…but there is important

stuff out here……and little of additional

substantive value past here

A lot is still end of pipe


24

PublicInsite 2009

25

The premise of the Cluetrain Manifesto is that organizations have not fully grasped the sea change the Internet represents, and continue to operate by methods that worked wonders in the broadcast era but (ironically) are radically unproductive online.

Most organizations are analog

26

Plan and design for desired outcomes - ideal

call to action

action

acknowledgment

Drive to site initiativesSEO, email, ads, earned media, etc.

Step 1

Step 2

Step 3

Task funnel

Persona

Influence on IA,

content, measures



27

Clear, bold calls to action

The reality

About

FaCS

FaCS

programs

What‟s on ResearchAdministration EmergencyTechnology

Our people

Bomb threat

Fire

Emergency

contacts

Bulding evacuat ion

First aid

Passwords

System acce ss

Telephones

System

manuals

Help for.. .

Teleconferencing

IT security

He lpdesks

IT assets

Library

services

Statistics

Legislat ion

Research papers

Internet links

News

Calendar of events

Newsletters

Job vacancies

Getting to the

Fa CS

Projects

Business

adm inistra tion

Staff administra tion

Certified agre ement

Learn ing & development

Pay &

conditions

OHS

Orientation

Performance

management

Personal safety

Recruitment

Workplace diversity

Business

planning

Project

management

Legal

Purchasing

Risk

management

Security

Workplace harrasment

Communicating

Finance

Property

Tr avel

Orga nisation

chart

Executive

Committe es

& meetings

Branches &

STOs

Communitie s

& networks

Minister

Our values &

ethics

Our relationships

Corporate

documents

How we work

Our locations

Corporate policies

Our social

activities

A-Z of

programs

A-Z of payments

Program administration

Stronger communities

Stronger

families

Economic & soc ial

participation

Programs,

strateg ies & services



29


30

• Where’s the primary call to action?

• What do you want me to do?

Linking analytics with Information Architecture

If you want to eat breakfast with the morning sun coming in the window, make sure you build your house with the breakfast nook

facing east


31


32

A simple measurement concept: Inputs response


Correlate the offline marketing / advertising inputs with the observed online response

Time

Online responses1. Change in metrics and indicators2. Growth in branded search3. Target audience reach4. Calls to action

Offline input1. Events2. Print media buys3. Out of home

Offline input1. National TV campaign2. Local radio

Baseline data1. 3 – 6 months min2. No events3. No major site

modifications

Post campaign evaluation1. POR2. Analytics

Net campaign lift

Campaign

33

Two requirements to measure offline online

1) An engagement strategy

• Not enough to drive visits to the site

• What do you want them to do?

• What outcomes are you

accountable for?

• What actions reflect “message

uptake”?

• Are their different target

audiences?

If so, what are they and how do they see

themselves on the site

2) A media/measurement plan

• The media plan identifies:

• The mix of media you will purchase

• Your media spend strategy

• When you will be in the market

• The target market (demo / geo)

• The measurement plan overlays the

media plan and identifies

• The unique variables that are

assigned to each advertising

component

• How each plan is phased

Either by schedule, geography or both

• The key indicators to track for rush

results measurement


The goal of a measurement plan is to enable you to understand which

media (was it the TV spot or the billboard?) that sent a visitor your the website. Ideally developed at

same time as media plan

34

#1 – A media plan (blocking chart)


Typical media plan strategies address timing, channels, budget, frequency, target audience, etc.

35

#2 – A measurement plan

• Maps to the media plan and outlines how you will track each channel. Has three main elements

• Unique identifiers to be assigned to each media element

URL, 1-8XX number, keyword, email address, code

• Maps out the geographic dimension

• Syncs up the timing between channels to evaluate impact over time

• The media plan and measurement plan are co-dependant and must be developed at the same time

• Media plan developed in absence of measurement plan = SADNESS

• Media plan developed in conjunction with measurement plan = BLISS


36

What are parameters?

www.canada.gc.ca/action?source=Latimes&medium=printdaily&campaign=funding_campaign

1. Source: identifies where the traffic is coming from

• Parameter example: source=

• Variable example: BosGlobe, newsletter0509, AdWords_PPC, etc.

2. Medium identifies the medium used for the campaign

• Parameter example: medium=

• Variable example: print, radio, e-mail, CPC (cost-per-click), Banner

3. Campaign name identifies a specific promotion or strategic campaign

• Parameter example: campaign=

• Variable example: border safety, immunization, swine flu, infrastructure


37

1 2 3parameter value

http://www.canada.gc.ca/action?source=Lapresse&medium=printdaily&campaign=funding_campaign

The measurement variables: The location

The geographic market you target with

out-of-home advertising

• Can use a URL that is geography specific

that redirects via parameters

• www.mmm.com/safeglass redirects to

www.mmm.com/scg/index.htm?location=on

• www.mmm.com/secureglass redirects to

www.mmm.com/scg/index.htm?location=bc

• Or simply run your ads in widely dispersed

markets and use geolocation tools to track

visits

• Geolocation while not perfect is pretty darn good,

and provides city level detail that you can use to

correlate back to the advertising channel - but only if

you‟ve made sure to phase your spend in each

market by media over time


38

http://www.mmm.com/safeglass

http://www.mmm.com/scg/index.htm?location=on

http://www.mmm.com/secureglass

http://www.mmm.com/scg/index.htm?location=bc

http://www.mmm.com/safeglass

Example: location mapping


Pre-campaign

During the campaign

The measurement variables: The keyword

Use copy that promotes

keywords!

• You can choose keywords that are

unusual and unlikely to be used by

others.

• Feature them prominently in the call to

action/tag

• Make sure your site is well SEO‟d for those

words (buy AdWords if you aren‟t ab-sa-looot-

ely sure

• Now you measure instances of

“branded” search

• Filter your keywords for instances of your

„branded‟ terms. These visitors are likely only

to have been influenced to use the keyword

as a result of an ad impression


40


41

Measuring social media

• The wild world of measurement

• Strategy drives measurement - a social media strategy

• Categories of measures

• “Bragging about your tagging”

• Putting it all together

• A measurement framework

The relationship to the device…




Social Media - what are we trying to measure anyway?


45

• Influence• Can we have an impact on the actions of others?

• Engagement• Are there actions/reactions from the crowd in response to your

efforts/issues/programs/organization/ etc.?

• Support / Advocacy• Clear expressions of people actively promoting your point of view/perspective

• Sentiment• In sum, what is the opinion of the crowd and how is it expressed?

• Return• On budget/investment/spend – some tangible demonstration of value derived

from the effort expended

Social media measurement categories


46

• Activity indicators• Metrics that are easy to quantify, measure and report such as search volume,

fans, followers, views, Tweets, etc.

• Embracement, influence & engagement indicators• Things that are tough to measure, but matter: sentiment, tone, and reach

• Things that tell us about the author, such as rank, authority, clout

• Things that are straightforward like trends, reTweets, user generated content,

• Conversion/outcome indicators• Have I learned enough to want to find out more?

Do I feel strongly enough to want what you are providing

• On page events such as click-throughs, downloads, time on site, pages viewed, sign-ups etc.

If your SM-based content has been tagged – bonus! Much more trackable

Two types of activity metrics

Passive interest

• # fans/friends/followers

• # page views, visits, time

onsite

• # RSS subscribers

• # time on site

• # faves

• # video views

• Ratings (videos, images)

• # photos posted

Active interest

• # hashtags,

• # Tweets

• # Blog postings

• Trend & # in “share this”

• # Comments

• # of social bookmarks

• # Search volume

• # social media referrals


47

Embracement, authority & engagement indicators


48

Have your audiences embraced your social media initiative as evidenced by how vibrant, extensive, supportive and engaged they are across your social media platforms?

Assessable

• Sentiment (+, -, neutral)

• Tone (debate, argument)

• Influencers (who)

• Reach (people, geographic distribution)

• Scope (across how many media)

• Authority and rank

Measureable

• ReTweets (number , frequency & clicks)

• User generated content

• Volume, frequency, type, incidence of re-purposing

• Can be on or off site, e.g. comments section of newspaper

• Net promoter score

Sentiment analysis review


49

Machine analysis• 50,000 conversations scored by

machine• 84% neutral or passive; 11%

positive; 5% negativeHuman analysis• 23% of conversations were

irrelevant• Of the remaining, 30% were

neutral or passive (54% difference); and 63% were positive (52% difference)

See:Don’t trust automated sentiment scoring (http://bit.ly/9j2bgV)Syncapse Guerilla experiment on sentiment analysis (http://bit.ly/cFzAuS)

DO THIS ONE THING:

TAG YOUR LINKS

(please)

Conversion: understanding the onsite impact

50


• Need to distinguish which visitors are organic vs. generated from your social media initiative. Two steps:

• 1) build the landing page;

• 2) tag your inbound links

www.PublicInsite.com/NewLandingPage.htm is the page URL

www.PublicInsite.com/NewLandingPage.htm?source_var=Twitter&medium_var=BannerLink&campaign_var=NewSocialMediaCampaignID

• Adding additional information to the URL allows us to identify the visitor when they come to our site, to measure the social media campaign

?source_var=Twitter&medium_var=BannerLink&campaign_var=NewSocialMediaCampaignID

SM phone home: tagging inbound traffic

51


http://www.publicinsite.com/NewLandingPage.htm

• Twitter posts can (and should) also be tagged for tracking purposes.

• Use URL shorteners such as TinyURL, or Bit.ly which enables you to compress a long URL (like the one in the previous example) into fewer characters: http://tiny.cc/QBCXi

• When clicked this tiny URL will send visitors to the much longer URL

• Raw referral information preserved

• Twitter has a 140 character limit, so we need a URL shortener!!!

SM phone home: tagging inbound traffic

52


http://tiny.cc/QBCXi

Twitter example

53

• Visitor sees your Twitter post

• Visitor clicks your Tiny URL

• Tiny URL invisibly receives the URL information

• Tiny URL translates the compressed URL

• Tiny URL seamlessly forwards the visitor to your site as if they had gone directly to your site

• The original full length URL of your new landing page displays in the visitor’s browser address bar

• The additional information about which social media link click brought the visitor to your site is registered, and associated with this visit


A baseline for social media visits


54

25%

23% 22%

9%

21%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

All others Social media

Referred traffic is 50% of all

traffic. Of referred traffic, SM

represents less than 1%

All other Social Media Referrers


55

PHAC H1N1 Flu Outbreak - Online Analysis

56

% growth 2008 – 2009: Visits = 241%; and as % of total visits = 296%

0.00%

0.10%

0.20%

0.30%

0.40%

0.50%

0.60%

0.70%

0.80%

-

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

2007 2008 2009

mo

bile v

isit

s a

s %

to

tal v

isit

s

To

tal m

ob

ile v

isit

s

Change in mobile visits to GoC web sites

Total mobile visits

Average % of mobile visitsMax % of mobile visits

Min % of mobile visits


57

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

Perc

en

tag

e o

f T

raff

ic b

y H

ou

r o

f D

ay

Sitewide vs Mobile Percentage of Traffic by Hour of Day

Mobile Average

Sitewide Average

Mobile visitors want information, not brands


58

Mobile visitors are nearly half (42%) less likely to do a brand based search than non-mobile visitors. This has deep implications with respect to site SEO requirements.

How big is mobile??


59

•Mobile applications expected to generate $6.2B in sales in 2010 and grow to $30B by end of 2013.

• Gartner news release, Jan 2010

•eBay did US$1.5 billion(!!) via its mobile channel to date in 2010

• Bob Page, VP Analytics, eMetrics Keynote 2010

Contact Information

For more information, please contact us by telephone or email.

© PublicInsite 2010

60

Alex Langshur, President

613 232-8500 Ext. 101

[email protected]

Tyler Gibbs, Director, Products and

Operations

613 232-8500 Ext. 102

[email protected]

PublicInsite Web Analytics Inc.

Ottawa Office:

4th Floor, 71 Bank Street

Ottawa, ON K1P 5N2

Tel: (613) 232-8500

Fax: (613) 232-8501

Boston Office:

16 Ramshead Rd, Suite 100

Medford, MA 02155

Tel: (781) 874-0250Twitter:

http://twitter.com/publicinsite

Blog:

http://www.publicinsite.com/blog/ www.publicinsite.com

mailto:[email protected]

mailto:[email protected]

http://twitter.com/publicinsite

http://www.publicinsite.com/blog/

http://www.publicinsite.com/

Date post:	17-May-2015
Category:	Technology
Upload:	publicinsite
View:	834 times
Download:	6 times