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Rule #6“Measure Twice - Cut Once”

BONUS MATERIALUse Analytics to Improve ROI

Copyright 2014 – Creating Results, LLC www.creatingresults.com www.maturemarketingmatters.com

Are You Measuring & Mining Analytics?

–Web – Email –Mobile – Social Media

TrendsVideo

– Local Search–Online Marketing


Web Metrics: Best practicesThe Basics:

Visitors

Page views

Bounce rate

Top referrers

The Beautiful:

Path through site before conversion

Visits with conversions by referral source

Visits which failed to convert

Unique URLs for landing pages, unique phone #s


Email Metrics: Best practices

The Basics:

List growth (subscribes / unsubscribes)

Open rates

Click thru rates

The Beautiful:

Conversions

“Hot” opens

Repeated opens

A/B split tests

Email forwards

Traffic driven to website


• Multiple, trackable points of engagement / interaction

• Introductory email, so not a hard sell

Email Metrics: Best practices


• Single topic and single call to action

• Measurable soft offer

• Two weeks into relationship, so content nurtures / educates


Video Metrics: Best practicesThe Basics:

Views

Total mins watched / Avg time watched

Subscribers

Engagement

The Beautiful:

Avg view duration (did they watch it all the way through?)

Video SEO

ConversionUse unique phone #s,

landing pages




Local Search Metrics: Best practicesThe Basics:

Visitor demographics

Behavior of local vs. far-flung visitors

Inventory local listings

The Beautiful:

Segment local search traffic and look at quantity, behavior, best referral sites



Mobile Metrics: Best practicesThe Basics:

Unique visitors

Page views / top content

Time on site

Devices used

Screen size

Conversions

The Beautiful:

Segment mobile traffic

Mobile shares

QR usage

SMS usage, response rates

App downloads & usage


Todd HarffCreating Results – Strategic Marketing

[email protected] ext 701314000 Crown CourtSuite 211Woodbridge, VA 22193

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