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INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES

INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES. Chapter 11 Measuring and Evaluating Web Marketing Programs. THE POWER OF THE CLICKSTREAM TO PRODUCE INTERNET METRICS. USES OF METRICS. Possible Site Usability Problems Program and Site Management

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INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES

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  1. INTERNET MARKETING:INTEGRATING ONLINE AND OFFLINE STRATEGIES Chapter 11 Measuring and Evaluating Web Marketing Programs

  2. THE POWER OF THE CLICKSTREAMTO PRODUCE INTERNET METRICS

  3. USES OF METRICS • Possible Site Usability Problems • Program and Site Management • Web Pages, E-Mail, Search and more • Advertising Rates • Referring Sites (Search & Social Media) • Visitor Behavior • Tracking Essential for Marketers • Tactics Concern Some Users

  4. MULTIPLE PERSPECTIVES ON EFFECTIVENESS

  5. USABILITY TESTING

  6. WHAT IS THE PURPOSE OF USABILITY TESTING? Can the Visitor Successfully Perform Desired Tasks?

  7. TYPES/STAGES OF USABILITY TESTING • Concept Testing • Prototype Testing • Full Usability Testing

  8. JACOB NIELSEN’S USABILITY LABcirca 1995 Figure 11-2

  9. PARETO CURVE FOR USABILITY TESTING Figure 11-3

  10. USABILITY TESTINGCAN LEAD TO SITE REDESIGN

  11. METRICS FOR RELAUNCH Human Factors International http://www.humanfactors.com/home/usability.aspl http://www.hitwise.com/

  12. ENTERPRISE METRICS Site Performance

  13. WEB PAGE PERFORMANCE

  14. SITE PERFORMANCE • IT Specialists Maintain and Tune Site • Marketers Must Be Aware of Site Performance > Visitor Experience

  15. ENTERPRISE METRICS Business Performance

  16. MAP METRICS TO OBJECTIVES

  17. ENTERPRISE METRICS • Site Administered • Hit Counters • Free Services • Google Analytics, HubSpot, QuantCast, etc. • Purchased Services • Server Request Log Data • Coded Web Pages • Customer Panel Data

  18. COMPREHENSIVE METRICS SERVICES http://www.lyris.com/media/swf/lhqtour/ http://www.omniture.com/en/products/tours

  19. MANY FREE HIT COUNTERS SIMPLE BUT USEFUL REPORTS

  20. WHAT IS A SERVER REQUEST LOG?

  21. SERVER REQUEST LOGS RECORD • The IP address of the requesting computer • Date and time of request • Code indicating whether request was successful or not • Number of bytes of data transferred • Referring site • Type and version of Web browser making request • Operating system of computer making request

  22. TRACKING WEB SITE VISITORS • Coded Pages • Also called • Pixel Tag • Transparent gif • Web bug • Web beacon • Tracking tag • And others

  23. HOW DOES IT WORK? • A 1 x 1 Pixel Image (usually invisible) • Used In Combination with Cookies • Sends Data About Visitor Activities, Usually to a Marketing Services Firm • Necessary to Trace Path Through Site http://www.techweb.com/encyclopedia/defineterm.jhtml?term=Webbug

  24. COLLECTING PANEL USAGE DATA • Software On Panel Member’s Computer Collects Clickstream Data • Source Of Data Known • Can Measure Both Home & Work Usage For Same Person • Can Collect Demographic & Lifestyle Data • Produces Longitudinal Data

  25. Site Traffic Hits Impressions Page Views Campaign Measures Email Programs Products/Offers Search Effectiveness Site Audience Visitors Unique Visitors Identified Visitors Unduplicated Audience BASIC METRICS

  26. AJAX-DATA LOADED IN BACKGROUND

  27. ENGAGEMENT CURRENT BUZZWORD Like Conversion- Probably Best To Define For Your Own Situation • Nielsen – Duration of Visit • ComScore -- Visits • QuantCast – Affinity (Open Panel) • Microsoft Engagement Mapping http://diy-marketing.blogspot.com/2008/11/meaning-and-importance-of-engagement.html http://diy-marketing.blogspot.com/2008/11/measuring-engagement.html

  28. NEW METRICS FOR SOCIAL WEB Widgets, “Slide Wall”, etc/ Blog/Widget networks; Targeted packages Impression measures for social web

  29. ALMOST INFINITE NUMBER OF SPECIFIC VARIABLES BASIC METRICS 

  30. SELECT REPORT, TIME FRAME Figure 11-9

  31. Variables Traffic, Audience, Campaign Reports By Single Variable By Multiple Variables By Day By Time By Specific Page Etc., etc., etc. Objectives Guide Choice of Variables and Reports ALMOST AN INFINITE NUMBER OF

  32. PANEL DATA CAN COMPARE COMPETITORS Figure 11-14

  33. EXPOSURE versus ACTION • CPM – Cost Per Thousand Impressions • CPA – Cost Per Action • Cost Per Order • Cost Per (Sales) Lead

  34. Question: Which Is Best? - CPM or CPA Answer: It Depends On Objectives.

  35. Reliable Metrics Are Essential To Continued Development ofInternet Marketing.

  36. MARKETERS ARE NOT CONFIDENT

  37. TWO GOOD BLOGS http://www.webanalyticsdemystified.com/ http://www.kaushik.net/avinash/

  38. THINK FUNNEL!

  39. SOCIAL METRICS FROM PLATFORMS

  40. SUMMARY • Clickstream As A Powerful Source Of Data • Usability Testing For Site Development And Improvement • Traffic And Audience Measures For Marketing Decisions • Tremendous Number Of Reports Available • Matching Metrics To Objectives Essential • Get Reliable Metrics > Use In Good Decisions • Metrics Must Keep Pace With Change

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