The second lesson of Online Communication. Choose your monitoring tool! Everything begins with listening. How about active listening?! Flash materials, videos and some critical pages are not included. Educational use only! Understanding the web analytics, online measurement, Internet monitoring, social media monitoring, reporting, analysis, usability, accessibility, web accessibility and brand awareness.

1. Online Communication II
Online Measurement, Monitoring & Research
Dr. Cem Cinlar
19.11.12
Online Communication Lesson 2

2. Content
Online Measurement
Monitoring & Research
Reporting & Analysis
So Lo Mo & Near Future
Usability
Accessibility
Brand Awereness
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3. Q
What do we need for brand communication?
What are valuable data?
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4. What is big data?
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5. Big Data
The massive amounts of data collected over time that
are difficult to analyse and handle using common
database management tools.
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6. Big Data
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http://bit.ly/Wl5ipG

9. Q
What is web analytics?
What types of data do we use in organisations?
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10. Values ?
How do you understand which data must be collected?
How do you analyse customer behavior?
How do you decide for the next event?
How fast can you reach to the customer?
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11. What types of data does your organisation analyse?
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12. Has your organisation paid for any other tools?
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13. Does your organisation use Google Analytics?
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14. Web Analytics
Monitoring and reporting of visitors’
usage of pages, applications and other
features on the website.
Analytics is about bussiness intelligence.
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15. Web Analytics
Measures browser habits & traffics from
Popular Pages Search Engine Referrals
Entry Pages Visit Length
Exit Pages Country / State / City / ISP
Came From Browser
Keyword Analysis System Stats
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16. Web Analytics
Introducing web analytics (1994-2004)
- Log Analyzer was released by IPRO in 1994
Track hits of websites
Gathering basic metrics (Pageviews and visits or sessions)
- Marketers want to reach the results
- New industry was occured
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17. Web Analytics
Polarisation of web analytics (2005-2009)
- Google released Google Analytics (Urchin) in 2005
30% pageviews were tracking
Free product
- Opensource solutions like Piwik
- Omniture, Core Metrics and Web Trends
- Freemium industry
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18. Web Analytics
Web Analytics (2010-present)
- Cost of storage and processing decreased dramatically
- Principles of Moore and Kryder laws
- New data tools
Heatmapping, surveys, session based analytics
A/B testing solutions
- Web data measurement
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19. Web Analytics
Heat Map A/B Testing
(F shaped pattern)
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20. Web Analytics
Web Analytics Actionable (2012-future)
- Not only reporting function
- More structured, better integrated
and more focused
- Actionable insights
- Application of intelligence Action Funnel
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21. Q
What types of data can we reach on the web?
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22. Web Analytics
TODAY (DB Marketing) TOMORROW (Web Analytics)
E-mail Marketing Perception Trends
Online Behaivor Statistical Models
Social Platforms AI & Demographics
SaaS DB & Event & Customer Driven
Research Methods
Actionable insights
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23. Online Measurement
is about more than clicks and page views.
It’s about the audience.
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24. Online Measurement
Following process dynamics
Rapid control
Eliminating questions based on sampling
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25. Q
Why do we listen?
What is active listening?
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26. Active Listening
is a conscious effort to hear and
understand the complete message that
the person is sending and to prevent
the lack of communication.
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27. Active Listening
- Attention
- Feedback
Respond (verbal or non verbal)
- Judgement
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28. Q
Monitoring! What it is for?
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29. Monitoring
is the systematic and routine collection of information from
projects and programmes.
Monitoring is a periodically recurring task already beginning in
the planning stage of a project or programme.
Monitoring allows results, processes and experiences to be
documented and used as a basis to steer decision-making and
learning processes.
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30. For
To learn from experiences to improve practices and activities
To have internal and external accountability of the resources
To take informed decisions on the future of the initiative
To promote empowerment of beneficiaries of the initiative
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31. For
Drive sales
Manage your online marketing strategies
Increase customer satisfaction
Plot trends
Competition
Be aware of your competitors’ actions
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32. Corporate
- Internet and Social Media Monitoring, Reporting & Analysis
- Digital PR
- Online Reputation Management
- Leader Communication
- Online Crisis Management
- Social Media Management
- Sectoral Competition Analysis & Reports
- CRM & Social CRM
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33. Corporate
Online Measurement
Digital PR and PR Activities
Sectoral Trends
Commercials & Campaigns
Digital Marketing
Digital Research
Sectoral Based
Topic Based
Brand Based
Analysis for Perception Management
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34. Q
Which departments of the company are
interested in monitoring?
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36. Q
What types of monitoring tools are there?
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37. Tools
- Global Tools
- Local Tools
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38. Monitoring Tools
Radian 6 BoomSonar
Neilsen Metrics
Online Communication Lesson 2 Sysomos 38

39. Tools
Clicky Google Analytics
Reinvigorate
Online Communication Lesson 2 Piwik 39

40. Tools
GoSquared Mixpanel
ShinyStat
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FoxMetrics 40

41. Tools
Yahoo! Web Analitics Woopra
WordPress.com Stats
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FireStats 41

42. Tools
GoingUp! Mint
Grape ChartBeat 42
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43. Q
Monitoring! Which tool is the best one?
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44. Service Selection
Relevant results Integration capability
Spam free Reporting and quality of support
Usability and functionality Analysis support
Number of sites Actionable insights provider
Type & features Training and consultancy
Customer profiling ability Social CRM possibilities
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45. Solomo ?
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46. So Lo Mo
- Short form of Social Local Mobile.
- More mobile-centric version of the addition of local entries to
search engine results.
- SoLoMo emerged as a result of the growing popularity of
smartphones, and provides greater local precision to search
engine results than what's available via a PC.
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http://bit.ly/S2vC3f

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49. Q
What is user friendly website?
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50. Jacop Nielsen
Dr. Nielsen founded the
"discount usability engineering"
movement for fast and cheap
improvements of user interfaces
and has invented several usability
methods, including heuristic
evaluation.
He holds 79 United
States patents, mainly on ways of
making the Internet easier to use.
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51. Usability
is a quality attribute that assesses how easy
user interfaces are to use.
The word "usability" also refers to methods for
improving ease-of-use during the design process.
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52. Quality Components
Learnability
How easy is it for users to accomplish basic tasks the
first time they encounter the design?
Efficiency
Once users have learned the design, how quickly can
they perform tasks?
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53. Quality Components
Memorability
When users return to the design after a period
of not using it, how easily can they reestablish
proficiency?
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54. Quality Components
Errors
How many errors do users make, how severe are these
errors, and how easily can they recover from the
errors?
Satisfaction
How pleasant is it to use the design?
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55. Definitions
Utility
Whether it provides the features you need.
Usability
How easy & pleasant these features are to use.
Useful = Usability + Utility
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56. Q
What is web accessibility?
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57. Accessibility
Accessibility is a general term used to describe
the degree to which a
product, device, service, or environment is
usable to as many people as possible.
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58. Accessibility
The term “accessibility” is often used to focus on
people with disabilities and their right of access to
entities — for
example, buildings, events, buses, websites, jobs, etc.
— often through the use of assistive technology.
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59. Web Accessibility
- People with disabilities can use the Web.
- People with disabilities can
perceive, understand, navigate, and interact with the
Web, and that they can contribute to the Web.
- Web accessibility also benefits others, including older
people with changing abilities due to aging.
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60. Encompasses
Visual, auditory, physical, speech, cogni
tive, and neurological disabilities.
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62. Q
What is brand awareness?
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63. Brand Awareness
- Increase sales and income
- Attract new customers
- Encourage repeat purchases
- Well known and is easily recognizable.
- Differentiating the product
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64. What do we need?
- Identifying and understanding target customers
- A company name, logo, and slogans
- Adding value through
packaging, location, service, special events, etc.
- Advertising, PR, After-sale follow-up and CRM
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http://selnd.com/XpVTi4

66. Thank you.
Please kindly find the presentation at
www.slideshare.net/cemcinlar
Facebook.com/cemcinlar
Twitter.com/cemcinlar
Foursquare.com/cemcinlar
Linkedin.com/in/cemcinlar
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