Web Analytics - Data, People, and Tools
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Web Analytics:Data, People, and Tools
@ShaunHolloway
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• What is important?# of followers, impressions, comments, …
• The Value of a FollowerIs it worth it? How do you know?
Will vary a little relative to the tool, but…
What goals do these metrics ALL strive to influence?
Metrics and KPIs
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Typical Business Goals
• Increase brand awareness• Drive leads in the pipelines• Drive traffic to website• Reduce customer service cost• Improve customer satisfaction• Improve customer retention and loyalty• Increase sales
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Typical Website Metrics
• Website visitation and hits over a time period• Popular web pages and/or posts• Where visitors came from... country, state, city• How long visitors stayed• What browser and operating system used• Where visitors are coming from • What keywords visitors type into
a search engine to find the website
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Typical Social Media Metrics
• Benchmarking data• Audience media type usage breakdown• In-bound links and CTR (.04% avg)• Page/profile engagement =
(comments + likes + shares) / # of fans• Demographics• Sentiment analysis• Share of Voice• Registrations, downloads, etc.
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Analyzing Data
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Know What You’re Tracking
• Don’t mistake data, metrics, and KPIs for ROI. Metrics measure important points, but they don’t connect to dollar values. (Radian6, 2012)
• Determine what numbers you’re watching• Are you able to make decisions?• How do they help the business?
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High-Level Content Report13 months of performance. What do you know?
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Web Analytic DashboardHow can this help you make marketing decisions?
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Fiscal Year ComparisonTurn this DATA into INFORMATION.
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Social Media Analytic Dashboard
Courtesy of Josh Fitzwater, Director of Social Media, Kenyon College
What does this tell us about our audiences?
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Analyzing People
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Profile and Target Your Followers
• Listening vs. Participating
• Sharing vs. Creating
• Casual vs. Consistent
• Broad vs. Focused
Courtesy of Klout.com
Klout Style Grid
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Example Klout Style Grid
• What do we know?
• How does this data help marketers?
Klout Style Grid
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Sentiment Analysis
• False Negatives– “crying” or “crap” suggest negativity– Could also be “Holy crap! This is great!”
• Relative Sentiment– “I bought a Honda Accord.
Great for Honda bad for Toyota.”
“Seven Shades of Sentiment,” InformationWeek. June 25, 2012, p. 20.
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Sentiment Analysis
• Compound Sentiment– “I love the phone but hate the network.”
• Conditional Sentiment– “I was really mad, but they gave me a refund.”
• Scoring Sentiment– “I like it.” vs. “I really like it.” vs. “I love it.”?
“Seven Shades of Sentiment,” InformationWeek. June 25, 2012, p. 20.
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Sentiment Analysis
• Sentiment Modifiers– How does the emoticon apply? – “Gotta love the cable company :-(”– “I bought an iPhone today :-P”
• International Sentiment– Different cultures have different personalities– Japanese for crying = (;_;)
“Seven Shades of Sentiment,” InformationWeek. June 25, 2012, p. 20.
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Analyzing Tools
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Data Monitoring Tool Examples
• Server logs and Webalyzer
• Google Analytics and Webmaster Tools
• YouTube and Facebook Insights
• URL shortener stats– Bitly.com, ow.ly, goo.gl, is.gd
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Data Monitoring Tool Examples
• Hootsuite, Tweetdeck, SocialEngage
• Woopra, Twentyfeet.com
• Quantcast, Alexa
• Radian6 (SalesForce), Webtrends, HubSpot, Vocus, ExactTarget
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Monitor in 30 Minutes or Less
• 5 check Twitter for mentions, interactions, etc.
• 5 Check own blog feeds/comments• 5 Scan Facebook wall and comments• 5 Filter and flag content in LinkedIn Groups• 3 Scan Google/blog alerts for articles, etc.• 3 Review Facebook Insights• 3 Review YouTube Insights