Seth Meranda's presentation on creating a web analytics strategy for marketing tracking from the 2011 AMA Symposium for the Marketing of Higher Education.

1. The Marketer’s Digital
Insights and Analytics
Cheat Sheet
Seth Meranda
User Experience Architect: UNL
Associate Consultant: Noel-Levitz
1

2. Analysis and synthesis ordinarily clarify matters for us about as
much as taking a Swiss watch apart and dumping its wheels,
springs, hands, threads, pivots, screws and gears into a layman's
hands for reassembling, clarifies a watch to a layman.
Author Unknown
2

3. Setting Up
Resources
Required
Reporting
and Analyzing
3

4. Just because you can
measure it, it doesn’t
mean it matters.
4

5. If it wasn’t measured it
didn’t happen.
5

6. SETTING UP
6

7. Strategy
7

8. Strategy
7

9. Strategy
7

10. Strategy
7

11. Strategy
7

12. Strategy
7

13. 8

14. “The goal of the
Undergraduate Admissions
office website is to provide
clear and concise content to
prospective students and
their parents regarding the
academic and student life
opportunities at our institution
as well as to provide simple
ways to join our community
through online registrations,
applications and social
networks.”
8

15. Be...
... clear with objectives
... definitive on audience(s)
... specific on actions
9

16. What shall we measure?
10

17. Focus on what will help make decisions
11

18. What can we track?
12

19. Make a list of all available metrics
13

20. Select Metrics
NEEDED AVAILABLE
14

21. Setup
15

22. Accommodate tracking
Assign tasks
16

23. Start measuring
17

24. Evaluate Key Performance Indicators (KPIs)
Select an interval
18

25. Create insights
19

26. Tweak as needed
Insights are actionable
20

27. Execute
21

28. Follow through
Rinse and repeat
22

29. RESOURCES REQUIRED
23

30. Smart People
24

31. Tools
25

32. Choose the right tool
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33. 27

34. Image credit: http://www.imbimp.com/2009/03/google-analytics-dashboard-cake/
28

35. Answers to difficult questions
How well are my How do people find my
marketing campaigns site?
performing?
Is my website driving
What do people do on people away?
my site?
Do I have what
Where are people people are looking
coming from? for on my site?
29

36. Answers to difficult questions
How well are my How do people find my
marketing campaigns site?
performing?
Is my website driving
What do people do on people away?
my site?
Do I have what
Where are people people are looking
coming from? for on my site?
who?
29

37. Answers to difficult questions
How well are my How do people find my
marketing campaigns site?
performing?
what?do people do on
What
Is my website driving
people away?
my site?
Do I have what
Where are people people are looking
coming from? for on my site?
who?
29

38. Answers to difficult questions
how?
How well are my How do people find my
marketing campaigns site?
performing?
what?do people do on
What
Is my website driving
people away?
my site?
Do I have what
Where are people people are looking
coming from? for on my site?
who?
29

39. Answers to difficult questions
how?
How well are my How do people find my
marketing campaigns site?
performing?
what?do people do on
What
Is my website driving
people away?
my site?
when? Do I have what
Where are people people are looking
coming from? for on my site?
who?
29

40. Answers to difficult questions
how?
How well are my How do people find my
marketing campaigns site?
performing?
where?
what?do people do on
What
Is my website driving
people away?
my site?
when? Do I have what
Where are people people are looking
coming from? for on my site?
who?
29

41. 30

42. 30

43. 30

44. 30

45. 31

46. 31

47. 31

48. Bounce
31

49. Bounce
31

50. Bounce
31

51. Bounce
31

52. Bounce Exit
31

53. Terminology
32

54. 1,000,000
pageviews/month
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55. Pageviews
Pageviews: # of times page was loaded.
Unique pageviews: Number of sessions
during which a page was viewed one or
more times
34

56. Bounce Rate
Bounce Rate: Rate of visitors that leave
after visiting only one page
35

57. Time on Page
Time on Page: Page 2 Timestamp - Page
1 Timestamp (bounces & exits = 0)
Average Time on Page: Total Time on
Page/All Visits (excludes bounces & exits)
36

58. Time on Page
The problem with averages.
37

59. Time on Site
Time on Site: Sum of time on pages during a
session
Average Time on Site: Total Time on Site/All
Visits (includes bounces)
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60. Time on Site
Remember, averages hide what is really going on!
39

61. Landing Page
Landing Page: First page visited
40

62. Visitors
New Visitor: User of site who has NOT
visited in the past.
Returning Visitor: User of site who has
visited in the past.
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63. 42

64. Local Site Search
42

65. External Keywords
42

66. Landing Pages
42

67. Goals
42

68. Campaigns
42

69. Brand Index
B i
# Visits w/ Branded Keywords + Direct Visits
Total Visits
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70. The Marketer’s Dream Report
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71. The Marketer’s Dream Report
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72. 45

73. UX Problem
“Users
are
confused
about
the
online
application.”
45

74. Analytics Issue
“Only
35%
of
users
visiting
our
site
from
the
“Apply
Now”
campaign
are
actually
submitting
an
application.”
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75. “Our
users
are
having
a
hard
time
finding
the
online
application,
in
fact
65%
of
specially
targeted
users
are
abandoning
the
process
which
leaves
us
X
amount
behind
our
goal
of
Y
applicants.”
45

76. User Testing
© Krug, Steve: Rocket Surgery Made Easy
46

77. User Testing
User Testing
© Krug, Steve: Rocket Surgery Made Easy
46

78. Diagnose quickly
47

79. Task Direction
48

80. 49

81. 49

82. 49

83. Competitive Intelligence Data
50

84. Competitive Intelligence Data
50

85. Competitive Intelligence Data
50

86. Know where you’ve been
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87. 52

88. 52

89. 52

90. http://goo.gl/VMlh1
Search Engine Optimization
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91. http://goo.gl/VMlh1
Search Engine Optimization
53

92. SEO
54

93. 55

94. 56

95. True SEO = Finding what they are looking for.
57

96. 58

97. Social Media
59

98. Engagement Environment
60

99. Reach
Actions
Branding
Costs
Reputation
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100. Admissions Example
62

101. Objective
Increase out-of-state enrollments
Target:
1,100 out-of-state incoming student enrollments
for 2011-2012 cycle
63

102. 64

103. Primary KPIs
Positive online mentions of UNL leading to 2011
Net new "Likes" of UNL content from out-of-
state users
Facebook likes/fans
Twitter favorites/followers
16-18 year olds
Net new click-throughs of links leading to
admissions.unl.edu from out-of-state students
65

104. Secondary KPIs
Net new "likes" of UNL content from in-state
16-18 year olds
Net new click-throughs of links leading to
admissions.unl.edu from in-state students
66

105. Positive online mentions of UNL leading to
2011
We need to set a baseline.
We can't expand if we have to climb out of
a hole.
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106. 68

107. Net new "Likes" of UNL content on Facebook
page/Twitter Mentions
Have moved to the affinity marketing segment.
Focus on target audience.
69

108. 70

109. Click-throughs from content
Bring out the Google Analytics
Campaign Tag everything
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110. Your To-Do List
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111. Find your strategy
Buddy-up with your Web Analyst (or designate
one)
Setup objectives and targets
Determine metrics
73

112. Examine measurement tools
Measure
Take action from insights
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113. Seth Meranda
@smeranda
smeranda2@unl.edu
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