web and social media analytics-february 2015
TRANSCRIPT
Web and Social Media Analytics
2/19/2015
Who we are – Collin Condray18 years experience
in web developmentRetail data
analysis for multi-billion dollar companies (3M and Tyson)
Social media marketingAgency experience
with Collective Bias and Saatchi X
Who we are – Eric HuberOver 25 years as a
graphic designer for both small businesses and Fortune 500 companies
Marketing, advertising, and graphic design for small businesses
Award winning designer
Instructor for the New Design School
Please Ask Questions!
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Why Analytics
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Why Analytics
“What gets measured gets managed.”
-Peter Drucker6
Data Is EverywhereComputers make it easy
to store digital interactions
Typically you have access to this information
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Better ToolsServices are providing
more than just the raw data
Graphs, charts, and other insights are now built in
Raw data downloads are still available
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DownsidesData is largely fractured
Analysis Paralysis
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What Can You Do With The Measurements?
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Change design
Finding effective content
Change external marketing mix
Google Analytics
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Why Google Analytics (GA)Free*
Easy to install
Lots of details
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How Does It WorkLittle piece of code on
all pages of your website
Can leave it off of pages you don’t want to track
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DownsidesDoesn’t track everyone
Visitors cookies need to be enabled
Requires Google account
Privacy
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Vs. Other PackagesWebalizer AnalogWebtrends
Uses the raw server logs
Lots of noise
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Interaction With Google SearchDoes send info about
your site and your visitors back to Google
“If a service is free, you’re the product.”
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Visits and PageviewsVisits-how many
individual people visit the site
Pageviews-total number of pages that visitors have viewed on the site
Sometimes called “hits” interchangeably
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Pages/Visit andAvg. Visit Duration
Pages/Visit -number of pages/divided by the number of visits
Avg. Visit Duration
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% New Visits andUnique Visitors
% New Visits -how many visitors to your site are first time visitors
Unique visits-number of unduplicated visitors during the current time period
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Bounce RatePercentage of visits that
go only one page before exiting a site
Use A/B testing and mouse tracking to determine what keeps people on your site
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Location and Language
Location from your ISP
Whatismyip.com
Language from your web browser
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Behavior: New vs. ReturningA measure of how
compelling the site’s content is.
Returning visitors: is there a favorite category or section of the site that they’re revisiting?
New visitors: are you updating enough?
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Mobile % of mobile, devicesDo you need a better
mobile experience
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Responsive Mobile
Traffic Sources - SearchOrganic
Paid
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Traffic Sources - ReferralSocial sharing buttons
on your site Guest post on other
websites and include your link in the post
Web site fields on site profiles
Forum postsComments
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Traffic Sources - DirectDirectly typing your
website into the browserClicking on a link in an
emailUsing a browser’s
bookmarkClicking a link
embedded in a document, PDF, excel, or other file
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Visitor FlowSourceLocationTechnology (ex. desktop
vs. mobile)Digital adsKeywords
Drop off rates tell you where you losing your visitors
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ConversionsWhat do you want the
visitor to do?
Buy a productFill out a contact formSign up for a mailing list
More powerful tools for tracking available
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Goals - EcommerceAdd product to cartGo to cartReview cartInput payment informationConfirm payment
informationThank you for purchasing!Many eCommerce
packages build this in since GA is everywhere
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Google Analytics Social Reporting Tool
How does social media affect goals
Which networks drive traffic
Where people are discussing your organization
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Measure Site SearchSee how visitors are
using your search
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Measure – Hard MetricsEasy to do with
eCommerce but harder to do with services.
Need to create custom web addresses to share to track in detail.
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Google Webmaster Tools
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Complements AnalyticsImpressions vs. Clicks
Top Queries/Top Pages
Search Appearance
Indexing Issues
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Social Media Metrics
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Measure – Soft Metrics
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Number of followers on social media networks
Number of posts, comments, Tweets, etc.
Key influencers, who already have a following that is talking about you
Share of conversation
Measure
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What are they saying?
Are they saying good or bad things about you? Are the good comments increasing?
Where is the conversation occurring? (blogs, news sites, forums, social media sites)
Measure – Hard Metric Comparisons
Pay Per Click (PPC) = Cost Per Click (CPC)
Cost Per 1000 Impressions (CPM)
Get comparison rates from Google or Facebook ads
All In One TrackingSprout Social
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Facebook Page Insights
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Insight AreasLikes
Reach
Visits
Posts
People
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Likes AnalyticsNumber of Likes
Number of Unlikes
Source of LikesAdsPage SuggestionsYour PageMobile
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Reach InsightsNumber of People who
saw posts on your page.
Actions taken on posts (like, share, comment)
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Visits InsightsPage and Tab visits
Tab importance
Check-ins
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Posts InsightsTimes and dates of
visits
Most effective post types
Which posts are have highest reach and engagement
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People InsightsDemographics
Location
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Facebook-EdgeRankAffinity – relationship with
object (is this person a friend or did they just Like something)
Weight-type of post (images have the highest weight)
Time Decay-decreases as content ages
edgerankchecker.com47
∑ = Ue x We x De
= Affinity x Weight xDecay
Twitter Analytics
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Timeline ActivityMentions
Follows
Unfollows
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Timeline ActivityFavs
Retweets
Replies
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Follower InformationNumber of followers
Interests
Location
Gender
Who your followers follow
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Tweriod
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Pinterest Analytics
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Pinterest AnalyticsOnly on business
accounts
Similar metrics to other social networks
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Pinterest MetricsPins
Pinners
Repins
Repinners
Impressions
Reach55
Clicks
Visitors
Most Recent Pins
Most Repinned
Most Clicked
Free (or nearly free) Tools
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HootsuiteReports from multiple
social media networks in one place
Some reports require a pro account
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Link ShortenersExample: Bit.ly
Integrates with lots of services (ex. Twitter)
What percentage of your clicks contributed to the overall number of clicks on that link
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Click TaleHow visitors are
interacting with your site
What they are pausing their mouse over
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Paid ToolsSprout Social
Radian 6
SocialBro
Twitalyzer
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What To Look For
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Vs. ComparisonVs. Last Period
Vs. YAG
Vs. Industry
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Competitors or industryGoogle analytics lets
you select your industry
Many social media metrics are open for public viewing
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Case StudyTalk of the Town
NWA
Questions?
