6. Measurable. Can a quantitative or qualitative attribute be used as a measure?
7. Actionable. Can the information be used to improve performance? If the objective doesn’t change behaviour in staff to help them improve performance, there is little point in it!
8. Relevant. Can the information be applied to the specific problem faced by organisations?
11. Measurement Key Performance Indicators Measures that help you understand how you are doing against your objectives. highlight success, or failures, for the objectives you have created for your organization Business Objectives: Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs
12. Typical TrackableKPIs Increase Rate & Value of Conversions Increase Average order size (ecommerce apps) Increase Customer Lifetime Value Increase Average Revenue Per User Reduce Cost per Lead & Cost per Sale Reduce Core Bounce rates Increase Frequency and Return rates Increase Recency Rates Reduce Abandonment rates
13. Metrics Traffic Related Statistics # Page Views, Visits, Unique Visitors Channel Statistics Decomposition of Organic, Paid, Email, Direct etc.. Social Stats # of Twitter, FB, Blog, LinkedIn followers/comments # of 3rd Party Links Partners, Referrals, Promotions, Affiliates # of Newsletter signups # of Site Specific Downloads Webinar Views, Articles, Whitepapers, podcasts
17. Acquisition Strategy How good is the acquisition strategy? Traffic Sources Report. Around 40% to 50% Search is normal 20% or so Direct Traffic. 20% to 30% Referring Sites 10% Campaigns
55. Folders for large organisation+ By behaviour – search and browse http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/
56. Modifying profile setup within “Google Analytics Settings” Customisation technique 5 Goals and funnels
68. Use Feedback tools for…“Why” not “What” http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/
69. http://www.4qsurvey.com/ “Bad web site. Difficult to find item as no search box provided for short cut” “I can't find any prices on your website” “Would like to see where I can buy products from” .