Online Marketing and Conceptual Thinking. Measurement and results of (online) marketing campaigns.

1. Online Marketing and
Conceptual Thinking
Lecture 6 – Measurement

2. Discuss the listening
reports
Three top reviews

3. 1 Jill
•Perfect online examples Twitter and
Facebook
•Great report for businesses

4. 2 Eline
•Great use of sources
•Good example of temperature CSR anno
2014

5. 3 Jolieke
•A great example how a listening report should
look like
•Theory with a practical approach

6. What to do today?
- Webanalytics and conversion Optimalisation (ch. 15)
- Measurement tools
- Results

7. Web analytics and
conversion
optimalisation (ch. 15)
The basics

8. Learning objectives
• Basics of web analytics and conversion optimization
• Understand why web analytics are important to eMarketing
• Understand why conversion optimization is important to eMarketing
• Understand why tracking and data collection is important to eMarketing
• Gain an understanding of data analysis and why it is important to eMarketing

9. How does it work?
• Web analytics and conversion optimization is about preparation
• Collecting the data
• Analyzing the data
• A website or an online campaign can be successful, if it is designed with clear goals
• The goal is intrinsically linked to the action that you want visitors to perform
• The process of achieving the ultimate goal can be broken down into several steps,
called events or microconversions

10. Funnel analysis
Event: A step a visitor takes in the conversion process
Analyzing each step in the process is called funnel analysis
Funnel: A defined path that visitors should take to reach the final
objective
Funnel analysis is critical to understanding where problems in the
conversion process may lie
Click path: The clicks taken by a visitor to a website in one visit

11. Tracking and collecting data
Key metrics:
Hit — A request to the server
Page — Unit of content
Page views — The number of times a
page was successfully requested
Visit or session — An interaction by an
individual with a Web site consisting of
one or more page views within a
specified period of time
Unique visitors — The number of
individual people visiting the Web site
one or more times within a period of
time
New visitor
Repeat visitor
Return visitor
Click-through
• Click-through rate
Page views per visit

12. In practice
Facebook analytics – Bit.ly
Tweetreach

13. Measurement tools
Practical tools to use right away!

14. Practice. Make a bit.ly
account and examine
your Twitter reach
What are the results?

19. Results
What are results I should focus on?

20. Results (ch. 19)

21. Concrete: show your results

22. Enough information
Let’s start with the literature reports!

23. Twitter Tools
• Who used some tools?
• What are the results?

24. Example:
Example of a literature report