Online marketing and conceptual thinking college 6 - Measurement and Results

Online Marketing and Conceptual ThinkingLecture 6 – Measurement

Discuss the listening reportsThree top reviews

1 Jill•Perfect online examples Twitter and

Facebook

•Great report for businesses

2 Eline•Great use of sources

•Good example of temperature CSR anno

2014

3 Jolieke•A great example how a listening report should

look like

•Theory with a practical approach

What to do today? - Webanalytics and conversion Optimalisation (ch. 15)

- Measurement tools

- Results

Web analytics and conversion optimalisation (ch. 15)The basics

Learning objectives• Basics of web analytics and conversion optimization

• Understand why web analytics are important to eMarketing

• Understand why conversion optimization is important to eMarketing

• Understand why tracking and data collection is important to eMarketing

• Gain an understanding of data analysis and why it is important to eMarketing

How does it work?• Web analytics and conversion optimization is about preparation

• Collecting the data

• Analyzing the data

• A website or an online campaign can be successful, if it is designed with clear goals

• The goal is intrinsically linked to the action that you want visitors to perform

• The process of achieving the ultimate goal can be broken down into several steps, called events or microconversions

Funnel analysis Event: A step a visitor takes in the conversion process

Analyzing each step in the process is called funnel analysis

Funnel: A defined path that visitors should take to reach the final objective

Funnel analysis is critical to understanding where problems in the conversion process may lie

Click path: The clicks taken by a visitor to a website in one visit

Tracking and collecting dataKey metrics:

Hit — A request to the server

Page — Unit of content

Page views — The number of times a page was successfully requested

Visit or session — An interaction by an individual with a Web site consisting of one or more page views within a specified period of time

Unique visitors — The number of individual people visiting the Web site one or more times within a period of time

New visitorRepeat visitorReturn visitorClick-through • Click-through rate Page views per visit

In practice Facebook analytics – Bit.ly

Tweetreach

Measurement toolsPractical tools to use right away!

Practice. Make a bit.ly account and examine your Twitter reachWhat are the results?

ResultsWhat are results I should focus on?

Results (ch. 19)

Concrete: show your results

Enough information Let’s start with the literature reports!

Twitter Tools• Who used some tools?

• What are the results?

Example: Example of a literature report