Download - Mktg350 lecture 10212013
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Online & New Media
SNC-MKTG350October 21, 2013
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Tonight’s Agenda: Search Engine Optimization• Quiz on Monday• Reading: Ch. 6, Analytics: Audience Analysis• Discussion:– Website, campaign & mobile analytics– Key performance indicators: Clicks, Impressions,
Leads, Conversions, Time on site• Blog post review:– Why mobile websites matter in the marketplace– Nobody clicks on banner ads anymore. 7 tips for
overcoming banner blindness.
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Correction!
• Your presentations and digital marketing plans are due to present in class on Thursday December 12th at 6:30
• Presentations will be 5 minutes only
• Give me your slides in advance via the blog.
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Reading Recap: Ch. 6, Analytics: Audience AnalysisYour top 5 take-aways:1. 2. 3. 4. 5.
How might you use Audience Analysis help your digital marketing plan?
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Metrics: Why do we care?
• Measure site’s health• Measure site’s performance to goals• Evaluate marketing channels• Track sales
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Website = Mobile?
• A “mobile” website is still a website
• The metrics you use to measure site success are the same
• Mobile should tell you about monitor size
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Metrics: Website Analytics• Traffic• Unique Visitors• Time on Site• Bounce Rate• Operating Systems• Impressions– really for when you’re buying or selling banner ads
• Conversions– As part of your sales funnel
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Visits and Visitors
• Visits = tally for every time someone came to the site in the time period
• Unique Visits = Visits – repeat visits
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Pageviews
• Pageviews = Tally of pages that were visited• Pages/Visit = Total pages divided by total visits
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Duration & Bounce Rate
• Duration: Time spent on site, on average• Bounce Rate: % of visits that were less than 30
seconds long
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Location of Users
• Visits by the users’ location
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Visits by Browser
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User by Operating System
• Can you tell mobile from desktop here?
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Users by MOBILE Operating System
• More detail about specifically mobile users
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Screen resolution
• How do they see your site?
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Where did they come from?
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Keyword Tracking
• What keywords did users search on to find you?
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Analytics Key Ideas
• Why do you want to track your site?
• What pieces of it do you care about most?
• How do analytics and sales connect?
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Blog Topic: Why mobile websites matter in the marketplace.
• Blog criteria: 300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?
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Blog Topic: Nobody clicks on banner ads anymore. 7 tips for overcoming banner blindness.
• Blog criteria: 300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?
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Next session:• Reading: Ch. 10, Don’t Make Me Think• Discussion:– Tracking the sales funnel– Audience segmentation– Key vendors: Google Analytics, Site Catalyst, WebTrends
• Blog Post Review: – Building a site for your multiple audiences: 7 guidelines for
identifying audience segments– Goal setting is Success Setting for your online marketing
efforts. 7 things to know about Google Analytics Goals..