Měkké metriky – engagement, loajalita a další
-
Upload
akce-dobreho-webu -
Category
Documents
-
view
458 -
download
2
description
Transcript of Měkké metriky – engagement, loajalita a další
Soft metricsPere Rovira - Director at WebAnalytics.es
www.twitter.com/pere_rovira
www.linkedin.com/in/pererovira
Soft metrics “evaluate the things that aren’t apparent”
Conversion is not enough“If 2% of users convert, what do the others do?”
Context is meaning“If I increase sales by 20%, should I be happy?”
“measure beyond conversion
with context always in mind”
Engagement“A promise to marriage... the period of time between proposal and marriage”
Engagement
Actions Segmentation Outcomes
comments, subscriptions, videos viewed, backlinks, re-
tweets, facebook fans, etc.
fanatics, lovers, casual, one night
stands, etc.
do lovers convert more than one night stands?
Influence“The capacity to produce efects on the actions or opinions of others”
Influence
Metrics Outcomes
twitter followers, RSS subscriptions,
newsletter CTR, survey response
rate, etc.
leads from social media, quotations,
interviews, speaking engagements, guest
articles, etc.
Satisfaction“Enjoyment, pleasure, comfort, fulfillment”
Satisfaction
Metrics Outcomes
loyalty
angry feedbacks
time to finish a transacion
recomendationscustomer loyalty
customer feedbacktransactions
Context“I am tall as long as you’re short”
Context
Techniques Tools
User panels
ISP traffic analysis
Nielsen NetviewComscore
Google Ad PlannerGoogle Trends
HitwiseNetsuus
Outcomes
data comparisons
hints on competitor advantage
seasonality, events
“measure beyond conversion
with context always in mind”
References
Is conversion rate enough? http://www.kaushik.net/avinash/2008/01/is-conversion-rate-enough-
its-a-good-start-now-do-more.html
Trinity. A mindset & Strategic Approach http://www.kaushik.net/avinash/2006/08/trinity-
a-mindset-strategic-approach.html
How to measure visitor engagement, redux http://
blog.webanalyticsdemystified.com/weblog/2007/10/ho w-to-measure-visitor-engagement-redux.html
Marketing metrics: the hard and the soft http://thecustomercollective.com/TCC/
31333
Image credits
Slide 2 - http://www.flickr.com/photos/pensive-reflections/3112687360/
Slide 3 - http://www.kaushik.net/avinash/2008/01/is-conversion-rate-enough-its-a-good-start-now-do-more.html
Slide 4 - http://www.flickr.com/photos/curiousexpeditions/489992128/
Slide 7 - http://www.flickr.com/photos/eyermonkey/2842941601/
Slide 9 - http://www.mediaphilosopher.com/category/influence/
Slide 11 - http://www.flickr.com/photos/netsrot/164613381/
Slide 12 - http://www.robertomanzoni.it/pics/imgBig/Berretto-Sherlock-Holmes.jpg