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Digital Marketing

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Digital Marketing

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  1. Digital Marketing Analytics v9

  2. Introduction • Name / job role • What company are you with • How much experience do you have using Webtrends • Create a Word document for your notes ..

  3. Agenda

  4. Digital Marketing Overview

  5. Web Analytics

  6. Web Analytics When implementing web analytics for the first time, you will want to gain insight into the initial visitor metrics: (Benchmarking) • How many daily visitors you receive • Your average conversion rate (sales, registration, download, etc.) • Top visited pages • The average visit time on site and how often visitors come back • The average visit page depth and how this varies by referrer • The geographic distribution of visitors and what language setting they are using

  7. Web Analytics

  8. Web Analytics

  9. Digital Marketing Terminology

  10. Terminology Hit- A hit is any request to a web server. Each time a visitor downloads a page, clicks a hyperlink, views a graphic, or performs any other action on a web site, a call is made to the web server. The web server records each of these requests in a log file. These requests are commonly known as "hits," and the loading of a single web page can amount to many hits, due to all of the elements it contains. Page View- A page view represents a hit to any file designated among the page file types. The most common examples are files ending in .html, .htm, .php, .asp, or .aspx. Defined when WT.dl=0

  11. Terminology Webtrends parameter (WT.dl) You should use this method if you use Webtrends On Demand or SmartSource Data Collector (SDC) with the Webtrends tag. This method identifies a hit as a page view whenever the wt.dl parameter is present in the server call and has a value of zero (0).

  12. Terminology Visit - A visit is a session of continuous activity where all hits are recorded in the log file for one visitor to a web site. The visit starts the moment of the first hit on the web site and continues until the session ends: - 30 minute period of inactivity (default) - the visit ‘crosses’ a reporting time period Active Visit – An ‘open’ visit count that occurs in a defined time period.

  13. Terminology Bounce Rate To understand the difference between exit and bounce rates for a particular page in your site, keep in mind three things: For all sessions that start with the page, bounce rate is the percentage that were the only one of the session. For all page views to the page, the exit rate is the percentage that were the last in the session. The bounce rate calculation for a page is based only on visits that start with that page.

  14. Terminology Let's clarify this last point with a simple example. Your site has pages A to C, and only one visit per day exists, with the following page view order: Page A: 3 page views 50% Bounce Rate Page B: 2 page views 0% Bounce Rate Page C: 2 page views 0% Bounce Rate Single Page Visits Entry Page Visits BR = * 100

  15. Terminology Webtrends OnDemand aggregates the visitor data to five standard time periods:

  16. Terminology Webtrends OnDemand aggregates the visitor data to five standard time periods:

  17. Terminology Unique Visitor / Unique User - The uniquely identified client generating requests on the web server (log analysis) or viewing pages (page tagging) within a defined time period (i.e. day, week or month). A Unique Visitor counts once within the timescale. A visitor can make multiple visits. Identification is made to the visitor's computer, not the person, usually via cookie and/or IP+User Agent. Thus the same person visiting from two different computers will count as two Unique Visitors.

  18. Terminology New Visitor - A visitor that has not made any previous visits. This definition creates a certain amount of confusion (see common confusions below), and is sometimes substituted with analysis of first visits. Returning Visitor - A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days. Visitors not accepting Cookies - A visitor that cant be tracked due to browsers not accepting JavaScript.

  19. Terminology Visitor count - column changes dynamically based on time periods selected Visits – not visitors! Always zero – so count will not match “unique visitors” in other solutions

  20. Terminology * Template option is not available if the Profile has been created in Analytics 10

  21. Digital Marketing Tracking Visitor Behaviour

  22. Tracking Visitor Behaviour

  23. Tracking Visitor Behaviour Filtered for Spiders, Bots, Crawlers and Image requests May have filters applied to remove internal IP addresses Filtered to meet specific reporting requirements

  24. Tracking Visitor Behaviour The main objective of web analytics is to understand how web visitors are using your site (what pages are visited and what actions are taken) so that you can determine if they are doing what you want them to do. • Are visitors making purchases or downloading white papers? • Are visitors responding to ads? • Are visitors reviewing your technical support materials rather than calling your technical support ? But how can you tie activity to individual visitors? How can you tell whether a hit to a product information page and a hit to the pages of a shopping cart were all done by the same visitor?

  25. Tracking Visitor Behaviour Webtrends identifies the visitor using a First Party Cookie. When the profile is first analysed and Visitor History is enabled, Webtrends creates a Visitor History Table that tracks the activity of each unique visitor analysed for that profile. The Profile is configured to collect the visitor activity you require, e.g. campaign history.. and Webtrends will use specific query parameters to track the activity. List of VHT parameters can be found in the manual.

  26. Digital Marketing Standard Analytics v9 Reports

  27. Analytics v9 Reports • The report set that comes with the default ‘Complete View V8.5’ template, is defined when the profile is created: • Bookmarks • Overview • Marketing • Site Design • Site Performance • The layout of the Chapters in the template can be customised to reflect your reporting requirements.

  28. Analytics v9 Reports

  29. Digital Marketing Reach Reports

  30. Analytics v9 Reports

  31. Reach • Reach sources, the methods you use to attract customers to your value preposition. Includes awareness. Analytics v9 Reports

  32. Marketing Campaign Reports

  33. Campaign Reports Organic Search PR, Events, Tradeshows, Conferences You Tube, Blog, RSS, Podcast, Home Page, Portal TV spots, Print, Radio Paid Search Landing Page, Competition Direct Mail, Email Sponsorship, Display Ads Facebook, Twitter CRM Point of Sale, Kiosks Retail Outlets

  34. Campaign Reports Tracking multi channel campaigns: Append the link with the WT.mc_id = <value> tag (unique identifier) http://www.partnersite.com?WT.mc_id=11011

  35. Campaign Reports Campaigns Shows the visitors' most recent campaigns during the report time period. For the report time period, all conversions and other activities are tracked and attributed to the last campaign to which visitors responded. Thus, even if the conversion does not happen on the first visit generated by the most recent campaign, the appropriate source is "credited" with the conversion. Drilldown levels may be the result of a custom dimension definition or from an applied campaign translation file.

  36. Campaign Reports

  37. Campaign Reports Uses and Interpretation: Use this report to determine the campaign IDs that generate the highest amounts of desired activity. As you launch new campaigns, or tweak campaign messaging, note how your actions change the results. Are visitors from a particular campaign viewing more pages or making more purchases? Are there certain campaigns that tend to generate the best response? Because Webtrends counts one visit for each campaign viewed, and a visitor may view several campaigns in one visit, this report does not show totals for visit-related measures.

  38. Campaign Reports

  39. Campaign Reports Campaigns by New vs. Returning Visitors Shows how effective your most recent campaigns are at generating New vs. Returning visitors. With drilldown the user can examine this information at a highly summarized level and navigate to successively more detailed levels of campaign data; for example, viewing new vs. returning visitors by Demand Channel, Partner, Marketing Program, Marketing Activity, Campaign ID, and Campaign Description.

  40. Marketing Campaigns : New v returning

  41. Campaigns by New v Returning Visitors Campaigns by New vs. Returning Visitors Shows how effective your most recent campaigns are at generating New vs. Returning visitors. With drilldown the user can examine this information at a highly summarized level and navigate to successively more detailed levels of campaign data; for example, viewing new vs. returning visitors by Demand Channel, Partner, Marketing Program, Marketing Activity, Campaign ID, and Campaign Description.

  42. Campaigns by New v Returning Visitors Uses and Interpretation: This report helps you evaluate how effective your campaigns are at generating new vs. returning visitors. This insight can be used to identify the demand channels, partners, marketing programs, marketing activities, campaign IDs, campaign descriptions and other elements that are used to acquire new visitors as opposed to those that are used to get visitors to return to a site. As you launch new marketing initiatives, use the comparative report feature to see if the number of new vs. returning visitors increases according to your expectations. Keep in mind that you may have some campaigns directed solely at visitors who have already been to your site. In this case the percentage of new visitors would be much lower - - perhaps zero.

  43. Campaigns by New v Returning Visitor

  44. Marketing Onsite advertising reports

  45. Onsite Advertising Reports meta name=WT.ad Content=Insurance WT.ac=Insurance

  46. Onsite Advertising Reports Onsite Ad Impressions • Shows the number of times visitors viewed ads displayed on your site. Use this report to help measure the exposure of your on-site ads. Onsite Ad Click Throughs • Shows the number of clicks generated by ads served on your site. It can help measure the relative effectiveness of your onsite ads in generating traffic to a specific destination. Onsite Ad Click Through Rates • Shows the rate at which visitors clicked on the ads served on your site.

  47. Onsite Advertising Reports

  48. Marketing referrer reports

  49. Referrer Reports Referring Site Identifies web sites that refer visitors to your site. The top referrers are your site's primary channels, and may include a partner sites, search engines, portals or marketing programs. Referring Domain Identifies domains that refer visitors to your web site. Referring Page Shows the pages from which visitors accessed your site. You can use this report together with the Top Referring Domains report to identify which pages on your top domains are sending the most traffic to your site.

  50. Referring Site Report