Akce: Konference Web Analytics - 28. 5. 2009 - Praha Organizátor: Dobrý web

1. Soft metrics
Pere Rovira - Director at WebAnalytics.es
www.twitter.com/pere_rovira
www.linkedin.com/in/pererovira
pere@webanalytics.es

2. Soft metrics
“evaluate the things that aren’t apparent”

3. Conversion is not enough
“If 2% of users convert, what do the others do?”

4. Context is meaning
“If I increase sales by 20%, should I be happy?”

5. “measure beyond conversion
with context always in mind”

6. Engagement
“A promise to marriage... the period of time
between proposal and marriage”

7. Engagement
Actions Segmentation Outcomes
comments,
fanatics, lovers, do lovers convert
subscriptions,
casual, one night more than one
videos viewed,
stands, etc. night stands?
backlinks, re-
tweets, facebook
fans, etc.

8. Influence
“The capacity to produce efects on the actions or
opinions of others”

9. Influence
Metrics Outcomes
twitter leads from social
followers, RSS media, quotations,
subscriptions, interviews, speaking
newsletter CTR, engagements, guest
survey response articles, etc.
rate, etc.

10. Satisfaction
“Enjoyment, pleasure, comfort, fulfillment”

11. Satisfaction
Metrics Outcomes
loyalty
recomendations
angry feedbacks customer loyalty
customer feedback
time to finish a transactions
transacion

12. Context
“I am tall as long as you’re short”

13. Context
Techniques Tools Outcomes
data
Nielsen Netview
comparisons
User panels Comscore
Google Ad Planner
hints on competitor
Google Trends
advantage
ISP traffic analysis Hitwise
Netsuus
seasonality,
events

14. “measure beyond conversion
with context always in mind”

15. Thanks!
Questions?
www.twitter.com/pere_rovira
www.linkedin/in/pererovira
pere@webanalytics.es

16. References
Is conversion rate enough? http://www.kaushik.net/avinash/2008/01/is-conversion-rate-enough-
its-a-good-start-now-do-more.html
Trinity. A mindset & Strategic Approach http://www.kaushik.net/avinash/2006/08/trinity-
a-mindset-strategic-approach.html
How to measure visitor engagement, redux http://
blog.webanalyticsdemystified.com/weblog/2007/10/ho w-to-measure-visitor-engagement-redux.html
Marketing metrics: the hard and the soft http://thecustomercollective.com/TCC/
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17. Image credits
Slide 2 - http://www.flickr.com/photos/pensive-reflections/3112687360/
Slide 3 - http://www.kaushik.net/avinash/2008/01/is-conversion-rate-enough-its-a-good-start-now-do-more.html
Slide 4 - http://www.flickr.com/photos/curiousexpeditions/489992128/
Slide 7 - http://www.flickr.com/photos/eyermonkey/2842941601/
Slide 9 - http://www.mediaphilosopher.com/category/influence/
Slide 11 - http://www.flickr.com/photos/netsrot/164613381/
Slide 12 - http://www.robertomanzoni.it/pics/imgBig/Berretto-Sherlock-Holmes.jpg