Author Archives: lilitang520

The Business Frame

This business frame is recommended by Avinash Kaushik at http://www.kaushik.net/avinash/social-media-marketing-success-guide-businesses/

The Business Frame

The framework is not a funnel (#funnelsaredeadlonglifefunnels). Its beauty is that it moves away from company selfishness and solves purely for audience intent. If we have an opportunity to engage with an audience, what’s the intent that that audience is expressing through their digital behavior. Due to this beautiful fact, it does not also worry about age, gender, income and other demographic or psychographic attributes. We have intent, why be the terrible Marketer that discriminates?

see-think-do-care-marketing_strategies_audience_intent_fit

Every marketing channel we have access to, solves for some audience intent. For example, Paid Search solves for Think and Do intent. Social Media solves for See and Think intent primarily. If you have an effective Care content strategy, some Social Networks can solve for Care as well.

This is very important to remember as it helps us identify what we are solving for with Social Media. An example of the implication: Don’t expect short term sales/revenue from any social participation. There is no Do intent!

Success Social Metrics

Any business venture should yield short and, hopefully, long-term value. In my Oct 2011 post,Best Social Media Metrics, I’d created four metrics to quantify this value.

Conversation Rate (CoR) is a ratio of comments per post (or video or tweet or pin etc.) to overall Followers (or Page Likes). Is what you are saying interesting enough to spark the most social of all things: a conversation?

Amplification Rate (AmR) is the ratio of shares (or retweets or repins etc.) per post to overall Followers (or Page Likes). Is what you are saying so incredible and of value that I’ll stamp my brand on it and forward it to everyone I know?

Applause Rate (ApR) is the ratio of favorites (or post likes or +1s or hearts etc.) per post to overall Followers (or Page Likes). Do I think the content you’ve posted is interesting, even if I won’t bless it with my stamp and forward it on?

Economic Value (EcV) is the value of short and long-term revenue and cost savings. Do we make any money from being on Social Networks?

Using a tool like True Social Metrics, you can quickly create a glorious centralized dashboard like this one for your Social Media efforts…

best_social_media_metrics-3

 

 

Simplicity is the golden rule for everything

I am sure people in the digital marketing world feels stressful when it comes to the knowledge updates. New technology is always out there for you to keep up with. If you didn’t keep you eyes on blogs or website for a while, you feel you are out of date immediately.

Veronica Fielding posted an Articles on Fastc@mpay – SEO isn’t waht you think it is. She mentioned that “…Both the Panda and Penguin updates contained very clear messages for marketers: stop focusing on technology and tricks and start focusing on people. If your website appeals to people, it will appeal to Google’s algorithms too…”. It’s very true! Panda or Penguin are Google’s algorithms which meant to prevent Web Expertise using artificial intelligence to optimize their websites.
If you want to focus on technology, you will become the busiest marketer in the world. Don’t get me wrong, I didn’t say Technology is not important, of course, it’s critically important in digital marketing world, you definitely need to know what it is. But let’s just concentrate on our products and our customers, if you know your customer well, you will provide the best product for them, they will be happy. Eventually, you will become the happiest person in the world.

How do you measure your organization’s level of Data-driven?

I am reading Actionable Web Analytics: Using Data to Make Smart Business Decisions by Jason Burby & Shane Atchison. When I came across these 16 questions, I thought it’s a geat tool to share with people who are struggling to figure out what analytic level they are doing.

As Shame Atchison suggested, please give yourself in a score of 1 to 5 (Give yourself 1 if you’ve never considered doing such a thing, or 5 if your organization has been doing it for years), and then add the score of 16 questions together, you will find out your level of data-driven:

1. Do you have agreed upon success metrics for your web channels?

2. Can most people identify the overall success metrics the same way?

3. Have you monetised your key site behaviours?

4. Do you prioritize projects and initiatives based on potential fiancial impact?

5. Do you evaluate all projects post-launch to determine their impact on your business?

6. Do you commonly use web analytics to identify opportuinities to improve your site?

7. Do you conduct attitudinal surveys to identify opportunities to improve your site?

8. Do you use competitive data to benchmark success and identify best practices?

9. Do you analyze behavioral, attitudinal, and competitive data in conjunction with one another to drive greater insight?

10. Do you include success-metrics in statements of work and RFPs for both internal teams and outside agencies?

11. Do your creative briefs include success metrics and behavioral, attitudinal, and competitive benchmarks?

12. Do you employ an ongoing testing and optimization methodology based on insight generated from data?

13. Do you segment your site to customize experiences and determine the best page solutions for different audiences?

14. Do you measure the offline impact of the web channels?

15. Do you reward employers based on performance against specific KPIs?

16. Do you regularly take action on data to improve site performance? Total your score, and see how you’re doing?

______________________________

Total your score, see how you’re doing:

0-32: you’re in the same boat as most fortunate 2000 companies today.

33-64: you’re off to a good start, and you have plenty of room to take it to the next level

65 and over: you’re one of a few companies that are leveraging the power of data. You’re probably continuing to push your efforts and have plenty of ideas of ways you’d like to do better.

Come back regularly, and test yourself to find improvement!

Dashboards Plugin for Google Analytics

If you are using GA very often, here’s a list of a few dashboards you can add to Google Analytics. Simple login your GA account, and click the following link, the dashboard will be set up on your GA Homepage Dashboards.

§Basic blog dashboard: URL: http://goo.gl/wWy9j

§Social media dashboard: URL: http://goo.gl/gafiH

§Mobile ecommerce dashboard: URL: http://goo.gl/I322w

§Site Performance dashboard: URL: http://goo.gl/eZfV5

§Engaged Traffic advanced segment: URL: http://goo.gl/4HFoo

§Daily Ecommerce report: URL: http://goo.gl/e0Ksy

7 Time-Saving Google Analytics Custom Reports

A very useful information which can make Web Analyst work effectively. 7 Time-Saving Google Analytics Custom Reports by

 

7 Time-Saving Google Analytics Custom Reports

Google Analytics Custom Reports can be incredible time savers if you have the right reports. Instead of spending time digging around for important metrics, you can find what you need separated neatly into columns for some analysis that will lead to some actionable insight.

1. Content Efficiency Analysis Report

This report is from none other than the master of Google Analytics, Avinash Kaushik. Brands all over the world are starting to double down on content so it’s important to answer questions such as:

  • What types of content (text, videos, pictures, etc.) perform best?
  • What content delivers the most business value?
  • What content is the most engaging?

content-effiency-report-google-analytics

The Content Efficiency Analysis Report comes in handy by putting all the key content metrics into one spot.

Here are the columns that the report will pull in:

  • Page title
  • Entrances
  • Unique Visitors
  • Bounces
  • Pageviews
  • Avg. Time on Page
  • Per Visit Goal Value
  • Goal Completions

Click Here To Get the Content Efficiency Analysis Report!

2. Keyword Analysis Report

keyword-analysis-report-google-analytics

If you’re doing SEO, you want to make sure that your optimization efforts are working as intended. Is the right keyword pointing to the right page?

This first tab of this report, Targeting, will break things down by placing the title and keyword side-by-side. The four metrics you’ll see are:

  • Unique Visitors
  • Goal Completions
  • Goal Conversion Rate
  • Avg. Page Load Time (sec)

Using the 4 metrics above, you’ll be able to judge whether you need to make adjustments to your campaign or not.

The second tab, Engagement, will tell you how effective each page is by looking at the following six metrics:

  • Unique Pageviews
  • Pages/Visit
  • Avg. Time on Page
  • Bounce Rate
  • Percentage Exit
  • Goal Conversion Rate

The third and final tab, Revenue, will tell you how much money a keyword is bringing you based on 3 metrics:

  • Revenue
  • Per Visit Value
  • Ecommerce Conversion Rate

Click Here To Get the Keyword Analysis Report!

3. Link Analysis Report

link-analysis-report-google-analytics

What websites are sending you the best traffic? If you’re link building, what links are worth going back for more? Link building isn’t all about rankings, it’s about increasing traffic and conversions as well. If you find a few gems, it’s worth looking into them more.

Here are the columns you’ll see with the report:

  • Source
  • Landing Page
  • Visits
  • Goal Completions
  • Pages/Visit
  • Bounce Rate
  • Percentage New Visits

Click Here to Get The Link Analysis Report!

4. PPC Keywords Report

If you’re paying for search traffic, you obviously want to discover high performing keywords. You can then take this data and use it for future SEO campaigns.

Here are the metrics in this report:

  • Visits
  • CPC
  • Goal Completions
  • Cost per Conversion

By breaking things down easily, you’ll be able to hone in one which keywords you need to put on hold and which ones you need to pour more cash into.

Get the PPC Keywords Report Here!

5. Social Media Report

social-media-report-google-analytics

Ah yes, a report that tells you how different social media channels are performing for you. This is a simple way to figure out where you should consider investing more time into socially.

The social media report looks at:

  • Visits
  • Social Actions
  • Goal Completions
  • Goal Conversion Rate
  • Goal Value

Get the Social Media Report Here!

6. E-commerce Traffic Report

ecommerce-traffic-report

If you run an e-commerce site, it’s important to break down your different traffic channels to see which one performs best. Why is one channel performing better than the other? Is it worth it to invest more in a campaign that is trending upwards? Is your investment with paid advertising effective?

This report answers some of your e-commerce questions by looking at the following metrics:

  • Visits
  • Percentage New Visits
  • Bounce Rate
  • Pages/Visit
  • Revenue
  • Average Value
  • Per Visit Value

Get the Ecommerce Traffic Report!

7. Browser Report

browser-report-google-analytics

This report will tell you how different browsers are performing for your site. You’ll immediately see which browsers are your winners and which ones might have problems.

For example, if Chrome and Firefox seem to be doing OK but if Internet Explorer has extremely high bounce rates, you might want to look into Internet Explorer more. After all, Internet Explorer has x percent of the browser share. (research market share for internet explorer)

Get the Browser Report Here!

Bonus: Custom Reporting in Google Analytics

Jaime from SEOmoz created a wonderful realtime Google Analytics report. Here’s what it looks like:

google-analytics-realtime-data

Image Credit: SEOmoz

This spreadsheet allows you to compare different metrics of your choice with different start and end dates as well. You can easily see how your campaigns are performing from a high level all in the comfort of a clean Google Doc.

Get the Google Analytics Custom Reporting Spreadsheet Here!

Want even more custom reports? Make sure to read Greg Habermann’s top five most used Google Analytics Custom Reports to learn about and get custom reports for Unique Visitors by Page; Conversion by Time of Day; Customer Behavior; Top Converting Landing Pages; and Long Tail Converters.

Conclusion

Google Custom Reports ultimately save you a lot of time and help you make actionable decisions that will help your bottom line. Take a few minutes to set these reports up and explore them. You won’t regret it.

What are some useful Google Analytics Custom Reports that you use?