Online & New Media

SNC-MKTG350October 21, 2013

Tonight’s Agenda: Search Engine Optimization• Quiz on Monday• Reading: Ch. 6, Analytics: Audience Analysis• Discussion:– Website, campaign & mobile analytics– Key performance indicators: Clicks, Impressions,

Leads, Conversions, Time on site• Blog post review:– Why mobile websites matter in the marketplace– Nobody clicks on banner ads anymore. 7 tips for

overcoming banner blindness.

Correction!

• Your presentations and digital marketing plans are due to present in class on Thursday December 12th at 6:30

• Presentations will be 5 minutes only

• Give me your slides in advance via the blog.

Reading Recap: Ch. 6, Analytics: Audience AnalysisYour top 5 take-aways:1. 2. 3. 4. 5.

How might you use Audience Analysis help your digital marketing plan?

Metrics: Why do we care?

• Measure site’s health• Measure site’s performance to goals• Evaluate marketing channels• Track sales

Website = Mobile?

• A “mobile” website is still a website

• The metrics you use to measure site success are the same

• Mobile should tell you about monitor size

Metrics: Website Analytics• Traffic• Unique Visitors• Time on Site• Bounce Rate• Operating Systems• Impressions– really for when you’re buying or selling banner ads

• Conversions– As part of your sales funnel

Visits and Visitors

• Visits = tally for every time someone came to the site in the time period

• Unique Visits = Visits – repeat visits

Pageviews

• Pageviews = Tally of pages that were visited• Pages/Visit = Total pages divided by total visits

Duration & Bounce Rate

• Duration: Time spent on site, on average• Bounce Rate: % of visits that were less than 30

seconds long

Location of Users

• Visits by the users’ location

Visits by Browser

User by Operating System

• Can you tell mobile from desktop here?

Users by MOBILE Operating System

• More detail about specifically mobile users

Screen resolution

• How do they see your site?

Where did they come from?

Keyword Tracking

• What keywords did users search on to find you?

Analytics Key Ideas

• Why do you want to track your site?

• What pieces of it do you care about most?

• How do analytics and sales connect?

Blog Topic: Why mobile websites matter in the marketplace.

• Blog criteria: 300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?

Blog Topic: Nobody clicks on banner ads anymore. 7 tips for overcoming banner blindness.

• Blog criteria: 300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?

Next session:• Reading: Ch. 10, Don’t Make Me Think• Discussion:– Tracking the sales funnel– Audience segmentation– Key vendors: Google Analytics, Site Catalyst, WebTrends

• Blog Post Review: – Building a site for your multiple audiences: 7 guidelines for

identifying audience segments– Goal setting is Success Setting for your online marketing

efforts. 7 things to know about Google Analytics Goals..