1. Analytics

2. Concepts in evaluating a piece of communication 3. Pop Quiz:What is the one thing you need before you start to analyze your communicationseffort? 4. Goals 5. GoalsI want to:Increase exposure bydoubling traffic to our siteImprove the perceptionof our brandGrow our profit by 10%Establish our brand in AsiaBuild community/buzz 6. Slide by Brandon Prebynski 7. Do you need qualitative measures or quantitative? People are saying she wants to break up with you. In the last month, she has answered only one of my 57 text messages. 8. Content AuditMedia impressionsSlide adapted from Brandon Prebynski 9. Focus group Website hitsSlide adapted from Brandon Prebynski 10. Slide by Brandon Prebynski 11. Slide by Brandon Prebynski 12. What are we trying to measure? Unaided awareness Exposure Engagement Opinion ConversionNegative metrics 13. Unaided awarenessWhat it tells you:How well known about your brand/product is.What it doesnt (really) tell you:What people think about your brand/product.How your outreach campaign is doing.Tools: Alerts Survey Content audit 14. ExposureWhat it tells you:How many people have seen yourcommunication/marketing materials. Audience sizeand growthWhat it doesnt (really) tell you:What people think about your Tools:brand/product. Unique visitorsHow engaged they are. Open-ratesIf theyre going to buy. New vs. return 15. EngagementWhat it tells you:How engaging/interesting do people find yourcontent.What it doesnt (really) tell you:What your reach is.If theyre going to buy.Tools: Time on site click-throughs Average pageviews 16. OpinionWhat it tells you:How people, at any given moment, are feeling aboutyour brand/product (qualitative)What it doesnt (really) tell you:What your reach is.Tools:Universal perspectiveFocus groupsIf theyre going to buy. Content audit SM Alerts 17. ConversionWhat it tells you:Did your content achieve your goal? Did it drivesales/downloads/action.What it doesnt (really) tell you:Likelihood to repeat the actionTools:Audience size/ reach Website analytics Purchases Tailored links A/B testing 18. Negative AnalyticsWhat they tell you:Somethings not working.What they dont (really) tell you:Exactly what that is. Tools: Bounce rates Opt-Outs Content audit 19. Analytics tools for print, websites,email, PR (content audit), social media. 20. Cookies 21. Visits / Visitors A count of all the sessions in a given time periodHow sessions start/end The visitor exits the website The visitor leaves the page inactive for 29 min 22. Unique Visitors A count of all of the individual computers visiting a website during a given time period. 23. Example of an analytics report 24. Time on Site: How long a user spends on a given webpage, as measured by timestamps when they first enter and leave. 25. Page ViewsHow many pages did the user visit while onyour site? 26. Bounce RateThe percent of traffic that stayed on yourwebsite for less than 5 seconds.Or, for email: The percentage of emailsthat didnt get through. 27. Conversion rates Of your total pool, how many people took the action you wanted them to take? 28. Social Media Metrics Awareness/Exposure Followers, blog subscribers, unique visitors. Wall comments, sharing, RT, inbound, EngagementFF Comments, Alerts, FF Opinion Conversion Alerts, opt-out Negative metrics 29. But enough about E-CommunicationsQualitativeQuantitativePublic Relations Content Audit Placements/ POPscommentsJournalism POPsCirculation ReadershipAdvertisingPOPsimpressions 30. Content AuditsAssigning a value score for coverage/mentionsof your brand, message or product. 31. Benchmarks 32. Email Benchmarks 33. Evaluating the data, making decisions. 34. Awareness/ExposureEngagement Unique visitorsTime on site ViewsPage Views Search Terms Comments Fans/followers Return Visits OpinionFunctionality Content auditBounce Rate SM Listening tools Time on Site SurveysReturn Visits Focus Groups Drastic changes to any Behavior metric 35. Return on Investment Equation ROI = (X Y)Y Where X is your final value and Y is your starting value. So, if you invest $5 and get back $20, your ROI is (20 5) / 5 = 3 times your initial investment. 36. Determining Return on InvestmentSlide by Brandon Prebynski 37. Scenarios 38. Group 1:Entity: Marketing FirmGoal: Get people to sign up for their Awards Night EventChannels: Email and Website landing pageOpen Rate: (high)Click Through Rate (low)Sign-Ups on Website: (moderate) 39. Group 2:Entity: Committee to Re-elect Deval PatrickGoal: Drive online donationsChannel: WebPage Views: HighUnique Visitors: LowConversion: LowTime on site: Moderate 40. Group 3:Entity: YouGoal: Trying to build your reputation as an expertChannel: Your personal blogUnique Visitors: growing by 20%Time on site: declining by 10%Return Visitors: flatComments: Low 41. Group 4:Entity: Ann Taylor ClothingGoal: Drive sales of the fall lineVisits: HighUnique Visits: HighTime on site: HighConversions: Low