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Web Analytics


Evan Prokop

Improve Digital Marketing Performance with Attract, Engage, Convert Sales Cycle Analytics

Evan Prokop on Nov 6th, 2014     Web Analytics

Web analytics across the sales cycle

According to recent research from Hubspot, CMOs are planning to increase their budgets for web analytics by 60% in 2015. That may sound like a lot, but it’s money well spent when you consider that web analytics are the key to measuring, understanding and optimizing the effectiveness of your digital marketing programs.

Getting Started

Getting started with web analytics

With the vast amount of data available from modern web analytics tools, it’s easy to get lost or focus on the vanity metrics, missing the truly valuable insights that can benefit your business.

For example, it’s tempting and all too common for businesses engaging in Facebook marketing to focus solely on increasing ‘likes’ to their page and content. It’s certainly not a bad idea to track this metric, but on it’s own it doesn’t say much about the real business impact. Tracking and reviewing actions like referral traffic to your website from Facebook, leads generated or social sales will tell you much more about the true business impact of your Facebook marketing initiative.

Alexis Hall

3 Ways to Use Multi-Channel Analytics Reporting for Better Content Marketing

Alexis Hall on May 2nd, 2013     Content Marketing, Online Marketing, SEO, Social Media, Web Analytics

multi-channel marketing analyticsThe average consumer goes through more than five touch points with an ecommerce business before they convert. This number is trending upward, as companies and customers continue to interact across a greater number of platforms. B2B companies, with often greater price points and a longer buying cycle, may find the number of interactions with prospects prior to conversion even higher.

Good content marketers know that integrated, consistent messaging is critical across multiple digital platforms.  It allows us to connect with our customers how – and when – they expect to connect with us.

With so many touch points between first contact and conversion, how are companies able to break through all of the data within analytics? We need to determine not only which channels are most effective, but also how to customize marketing activities to the behavior and preferences of the audience in that channel, at that point in their decision.

TopRank Online Marketing

Mobile Web Analytics Apps – Measure Web Stats on the Go – Google Analytics & Piwik

TopRank Online Marketing on Oct 18th, 2012     Mobile, Web Analytics

Staying up to date with your website’s analytics can seem like a full-time job. If you use Google Analytics, this past summer you were forced to adopt the newest version. Google Analytics version 5 brought a new interface and new reports. For some, that meant learning where all the reports moved. Aside from the obvious learning curve, many people had to spend more time to accessing simple metrics.

Today’s fast-moving business sometimes requires you to do a lot more while you are on-the go. Unfortunately, like most Web-based analytics graphs, the graphs in Google Analytics require Flash to render properly. Adobe Flash doesn’t fare so well on mobile browsers, especially those mobile browsers running on Apple mobile devices. So how do you stay connected to your Web analytics while on the go?

Lee Odden

Meaningful SEO Metrics: 3 Ways to Approach Measuring Online Business Success #SESLondon

Lee Odden on Feb 23rd, 2012     Marketing PR Conferences, Online Marketing, Search Engine Strategies, SEO, Web Analytics

SEO MetricsWhat good is great content optimization and social media promotion without meaningful measurement? This session at SES London focused on three different perspectives towards measuring performance which were as relevant to any online marketing as they were to Search Engine Optimization.

In fact, that notion of “SEO is Marketing” lends really well with the trend a lot of people are talking about in the online marketing industry. Many SEOs are building up more strategic skills and approaching optimization more holistically. Ironically, this is my topic next week at Search Congress in Barcelona so this session proved to be quite useful for a more holistic online marketing measurement perspective (with a SEO slant).

Ashley Zeckman

#MIMASummit: Avinash Kaushik Keynote on Improving Engagement Through Innovation

Ashley Zeckman on Oct 13th, 2011     Content Marketing, Marketing PR Conferences, MIMA Summit, Mobile, Online Marketing, Search Engines, Web Analytics
Avinash Kaushik

Photo from our interview with Avinash at SES Hong Kong

The morning keynote speaker for the 2011 MIMA Summit was none other than Avinash Kaushik co-Founder of Market Motive Inc and the Digital Marketing Evangelist for Google.  Avinash was a very funny and engaging speaker.  Nothing was off limits during his keynote.  Caught in the crosshairs of Avinash’s presentations were what he called “small” local companies (General Mills, 3M, etc) that dared to provide a “less than ideal” user experience.

Innovation was the topic of the morning’s keynote, ranging from which companies are a good (and bad) example of implementing innovation to proper metrics to show success.

What Are the 3 Definitions of Innovation?

Lee Odden

Meaningful SEO Metrics – #SESSF

Lee Odden on Aug 16th, 2011     Online Marketing, SEO, Web Analytics

SEO Metrics Panel SES San Francisco 2011The only session I’m liveblogging day one of SES San Francisco conference is this one, “Meaningful SEO Metrics: Going Beyond the Numbers” so the pressure is on the awesome panel including: Todd Friesen, Ray “Catfish” Comstock, Rob Garner and moderation duties handled by Richard Zwicky.

First up is Rob Garner, VP Strategy at iCrossing and a VP at SEMPO. Rob started things off with a description of the challenges that most often occur with measuring the search channel.

90% of search channel bugets go to paid media, but paid media supplies 20% of returns. Only 10% of budgets go to SEO but a huge percentage of search marketing performance can be attributed to SEO.

Lee Odden

5 Social Media ROI & Measurement Books to Grow Your Social Business

Lee Odden on May 5th, 2011     Book Reviews, Online Marketing, Social Media, Web Analytics

Books Social Media MeasurementOne of the most compelling challenges for companies entering the world of social business is measurement. The ability to attribute cause and effect directly can be elusive when it comes to measuring business outcomes like increased sales, improved customer retention and lowered support costs. But that’s only because this is new territory.  Business participation with social media on the web at large and internally has absolutely made measurable progress for numerous companies and organizations. The trick is to learn how, create a model that works for you and to sell it internally for testing, implementation and adoption.

One way to facilitate learning about Social Media ROI, Measurement and Analytics is through books from subject matter experts. Here are 5 that I’ve found useful and hopefully, you will too.

Lee Odden

10 Questions for Social Media Measurement Success

Lee Odden on Oct 20th, 2010     Online Marketing, Social Media, Web Analytics

social media measurementIn order for companies to realize the maximum benefit and impact from social media marketing, the pre requisite for goal setting must be a certain level of understanding about the nature of online communities, social media sharing web sites and applications.  Unrealistic expectations based on a lack of knowledge about the social web is far too expensive to ignore.

At Search Marketing conferences, you’ll hear a lot about driving website traffic and links through social media linkbait – a SEO tactic that is distinctly different than what goes into building customer relationships. Companies like Proctor & Gamble are paying for engagement, not eyeballs.

Companies that want to take full advantage of better customer engagement, online word of mouth and influence on sales should ask themselves a few key measurement and related questions while developing a social media strategy:

Jolina Pettice

6 Ways to Dive In to Analytics & User Experience

Jolina Pettice on Sep 29th, 2010     MIMA Summit, Online Marketing, Web Analytics

This post is one of a series of liveblogs from the 2010 MIMA Summit.

Web Analytics is an excellent way to ensure your marketing efforts are not in vain. However, looking at Analytics without understanding user behavior may leave you treading water instead of creating a wake your competitors will fear.Web Analytics

One way to take your methods of measurement to the next level is to combine Analytics with User Experience (UX) information. What you stand to gain can be great whether you dip a toe or cannon ball into blended analytic waters.

To make sure you don’t sink, first understand that Analytics will tell you what’s happening on the site. User Experience Research then helps you understand why it’s happening by gaining insight into the behaviors and motivation of visitors.

Lee Odden

Avinash Kaushik on Storytelling & Web Analytics

Lee Odden on Sep 14th, 2010     Interviews, Marketing PR Conferences, Online Marketing, Search Engine Strategies, Video Interviews, Web Analytics

avinash kaushikThe opening keynote presentation at SES Hong Kong featured none other than Avinash Kaushik, co-Founder of Market Motive Inc and the Analytics Evangelist for Google.

In this video interview, Avinash talks about the value of communicating analytics information in more meaningful ways. He gives examples of metaphors he’s used to present important analytics information that helps others better understand the meaning and implications of the data. There are lessons here for companies that report tabular data with no insight and little creativity in communicating insight.

YouTube Preview Image

What creative ways have you found to communicate web analytics insights? Have you had nightmare experiences with web analytics reports?

Check out Avinash’s “must-read” web analytics blog, Occam’s Razor, here.

TopRank Online Marketing

Is It The SEO Metrics Or The Connections Between?

TopRank Online Marketing on Aug 20th, 2010     Marketing PR Conferences, Online Marketing, Search Engine Strategies, SEO, Web Analytics

Meaningful SEO Metrics at SES San Francisco Ultimately, to measure Search Engine Optimization (SEO) success, you aren’t necessarily looking at individual metrics – you are looking for a connection between the metrics – and the resulting affect on revenue.

If my lead seems to negate the name validity of the SES San Francisco session, ‘Meaningful SEO Metrics,’  it is completely unintentional.

Moderated by John Marshall, CTO of Market Motive and SES Advisory Board Member, this excellent session featured on its panel:

  • Richard Zwicky, Founder & CEO, Enquisite
  • Ray “Catfish” Comstock, Director of SEO, BusinessOnLine
  • Jon Glick, VP of SEO and GM European Web Properties, Become.com

“Infinitely measureable means adjustable,” opens Zwicky.  “And online marketing is completely measureable.”

TopRank Online Marketing

Website Analytics vs. The Myth of 100% Accuracy

TopRank Online Marketing on Aug 19th, 2010     Marketing PR Conferences, Online Marketing, Search Engine Strategies, Web Analytics

Deep Dive Into Website Analytics At SES San FranciscoLet’s get this out of the way.  100% accuracy does not exist in website analytics.  Repeat. 100% accuracy does not exist in analytics.

What does exist in analytics is data – lots of it – and with this comes fear.

Fear of looking at the wrong data.  Fear of where to start.  Fear of analytics failure.

This fear will only dissipate with knowledge.  Knowing that analytics will never be perfect is a critical first step and a cornerstone shared during the session ‘Deep Dive Into Analytics’ at SES San Francisco.

Bryan Eisenberg, SES Advisory Board and NY Times bestselling author, moderated this session which included on its panel:

  • Tami Dalley, Director, User Experience Optimization, ROI Labs
  • Marty Weintraub, President, aimClear

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