Lee Odden

Storytelling: Actionable Insight from Analytics

Storytelling: Actionable Insight from AnalyticsThere’s a certain sentiment amongst many marketers that, “If you can’t measure it, it’s not worth doing.” While that perspective may not be entirely applicable to all online marketing, it certainly draws attention to the need for insight from measuring what we do to market, communicate, promote and influence on the web.  The need to better understand the value and application of web analytics data as well as social media measurement is critical for companies that want to compete online.

The MIMA Summit breakout session “Storytelling: Actionable Insight from Analytics” was jam packed with collective analytics wisdom shared by panelists Jason Rapps, Joel Wright, Marshall Sponder, and moderator Jennifer Veesenmeyer to help organizations overcome 3 key web analytics obstacles:

  1. Getting traction – getting from stage 1 to stage 2
Jolina Pettice

SES SJ: Turn Web Analytics into a Money Making Machine

web-analytics-money-machine

SES San Jose 2009 is off to a rockin’ start and this afternoon I’m sitting in a session about turning web analytics into money.

Avinash Kaushik, from Google, shared this #1 rule with the audience:
Don’t Stink! If you do, nothing else matters.

To get started, figure out which pages Google has determined are your home pages (i.e. the pages they send traffic to) and fix those pages first. The biggest opportunity lies with these pages and reducing bounce rates.

How to Rock It!
1. Focus on user behavior
How many people purchase 0 days after visit, 1 day after and so on.

Try softening the call to actions on the landing pages, knowing that very few want to buy right now. Rather, most are researching and then will go back to the most helpful website to make a purchase. It’s not all about price!

Jolina Pettice

SES SJ: Creating a Web Analytics Culture

What does Van Halen have to do with Search Marketing?

Let’s find out with John Marshall of Market Motive.

Marshall starts out by illustrating Van Halen’s very unique pre-show requests.

Specifically, Van Halen was very clear that in their dressing room, there should be M & M’s, but no brown M & M’s.

The business lesson of the brown M & M’s is ‘lose early’. They used the brown M & M’s as an indicator of whether or not the contract had been read. If not, then they knew everything needed to double checked including  many steps in the contract meant to protect the band and the equipment used during the show.

As a marketer, you will end up in situations where you cannot move the decision makers. So, if you are going to lose – lose early.

Lee Odden

Measuring the Value of Search Optimized PR

Measuring SEO & Public RelationsMeasuring the effect of online marketing and PR efforts is essential for both understanding the return on investment but also for feedback that will improve subsequent efforts.  

Measuring the effect of SEO for Public Relations benefits should start with well defined outcomes. To get a good handle on SEO effectiveness, it’s important to match the purpose for the effort with specific metrics.  For example, if improving brand visibility is a goal, then documenting brand mentions in connection with news & PR content at regular intervals can demonstrate the effect of content promotion and link building. 

Online PR metrics and tools often include:

  • News wire service metrics (see screen capture below)
  • Web analytics for landing pages and web site
  • Google and Yahoo alerts
Lee Odden

PR Measurement Interview with Katie Delahaye Paine

Katie Paine Katie Delahaye Paine is a renowned expert on public relations and social media measurement.   She runs an award winning PR Measurement consultancy KDPaine & Partners, blogsTweets, speaks at numerous conferences and writes both a newsletter and contributes a column to PR News and other PR industry publications. 

Measurement is inherently core to many forms of digital marketing but has been a bit more challenging in the PR and social media space. Katie is a measurement pioneer who has demystified and provided much needed innovation to the world of measuring public relations and the social web.

 This interview with Katie covers quality vs quantity measurement, building a business case for measurement investment in a down economy and she also answers a few questions posed by @leeodden followers on Twitter.

Lee Odden

Visualizing Blog Analytics

Lee Odden     Blogging Strategy, Web Analytics

There are many ways to analyze the effect of blogging with Google Analytics ranking at the top for most due to the pricetag of free and robust features.  As the social web continues to grow and become central to the internet experience, analytics and social monitoring software will HAVE to converge to measure on and off page interactions.  We don’t have that quite yet, but here are a number of other blog analytics tools that offer rich visualization and real time reporting features that are worth a look.

Woopra is a desktop client but also offers web based visibility to reporting. The interface is not only visually appealing but offers an entirely different format for viewing interactions with blog content and in particular, information about visitors.  

Woopra

TopRank Marketing Editor

SES San Jose: Identify, Analyze, Act: SEM by the Numbers

SES Analytics Session : PowerWhat is it about web analytics that that intrigues and yet scares companies at the same time? Everyone want to understand analytics, yet once one starts digging in, it can get complicated. In Identify, Analyze, Act: SEM by the Numbers, they gave tips on what you should be looking at and what you should be paying attention to.

Here are a few of the tips & thoughts that were shared:

Craig Danuloff

  • Invisibility; what can’t we see?
  • Every search is a question, every ad is an answer. Keywords simply connectors.
  • ROAS is a ‘feel good’ metric. don’t take it seriously.
  • Deception – Can you trust what you see?
  • Accuracy – What’s the margin of error. Is there statistical significance?
TopRank Marketing Editor

SES San Jose: What’s New with Google Analytics and Website Optimizer?

TopRank Marketing Editor     Google, Search Engine Strategies, Web Analytics

What's New with Google Analytics

Google is the Wizard of search marketing’s Oz. The all-powerful being around which our universe orbits, and the all-knowing guru to whom we turn for website advice. While Google, like the wizard, may guard its own secrets, it lifts the curtain and lets us look at the inner workings of websites. In this session, two of Google’s own, Avinash Kaushik and Tom Leung, gave us an insider’s tour of changes in Google Analytics and Google Website Optimizer, two tools of incredible value to search marketers and webmasters alike.

Google Analytics

Avinash, author of Analytics Evangelist, outlined a few key uses of Google Analytics that can make a huge impact on the success of your website.

Bounce Rate

TopRank Marketing Editor

SES San Jose: Measuring Success in a 2.0 World

TopRank Marketing Editor     Online Marketing, Search Engine Strategies, Web Analytics

Analytics 2.0 Panel

So, you’ve launched a search marketing campaign. You spent time and energy putting it all together and now it is live. So how do you track results of the campaign? The panel this morning at SES San Jose shares their knowledge on measurement and tracking in the communicative world of Web 2.0.

Avinash Kaushik kicked us off this morning by talking about how challenging it can be to track results (traffic, links, visibility) from the content placed online. He gave an example of the BBC creating their own content, then distributing that content on their own web channel where users consume that content on the BBC website. However, when Web 2.0 came out and the sense of community and opinion was created, a random Joe Internet can come onto the BBC site and make comments, sharing his thoughts on the BBC website through forums or comments on news stories. Joe also has a blog where he can share his content with the world. And there are news mashups that pull in information from news sites and blogs and it is difficult to find out where the news originated from.

Lee Odden

Tweetpoll Results on Social Media Monitoring and Measurement

Social media monitoring and social media measurement are two very different things, but I think many of the searchers and social media taggers using those phrases don’t always make the distinction. For some quick insight from a qualified audience, I turned to Twitter and within an hour had about 40 replies.

It started off with this Tweet: Twitpoll: What’s a better term: “social media monitoring” or “social media measurement”?

Many of the responses were a specific selection of “measurement” or “monitoring” but most pointed out that social media measurement and monitoring are different things. Monitoring is what you do to find information which you can then measure.

It was a pretty neat application of using Twitter for a quick poll with near immediate responses from professionals that might not respond to traditional polling methods. Below are the actual replies:

Lee Odden

Social Media Monitoring – Top 10 Reasons for Monitoring Brands

[Editor’s note: We’re excited to share this next guest post from David Alston of Radian6. A fast emerging leader in the field of social media measurement Radian6 is a service TopRank uses to  provides social media monitoring to clients. Radian6 serves hundreds of leading PR firms, ad agencies and brand marketers.]

David is VP Marketing at Radian6 in New Brunswick, Canada with previous experience at several tech startups in the interactive advertising and the video over IP space. Most recently, he was partner and VP of Marketing at PR firm, Revolution Strategy. His blog is TweetPR.

Lee Odden

Web 2.0 Expo – Startup Marketing Web Metrics

The second workshop of the day at Web 2.o Expo, “Startup Metrics 101: Product & Marketing Workshop” provided attendees a glimpse into the vast depth of knowledge from Dave McClure of 500 Hats who offered some pirate speak, “AARRR” to help delegates remember his model for building web businesses.

Hiten Shah of CrazyEgg and KISSmetrics provided practical examples and Vanessa Fox of Ignition Partners and Nine By Blue offered a combination of SEO centric tips, analytics and examples.

First up was the Web 2.0 Pirate, Dave McClure with his “AARRR” model:

  • Acquisition – Where users come to your site from the web
  • Activation – First positive experience
  • Retention – Keep them coming back
  • Referral – Refer others to the site