Making wise decisions - Analyzing our Marketing Efforts!
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This document discusses using web analytics to analyze marketing efforts. It provides examples of metrics that can be tracked, such as pageviews, visits, visitors, bounce rate, traffic channels, search keywords, popular pages, and devices used. Tracking these metrics over time can show trends that help determine if goals are being met and which marketing efforts are most effective. While analytics cannot determine why users behave a certain way, tracking metrics in relation to business goals can help optimize websites, content, and campaigns. The document also discusses using analytics for social media and campaign tracking to evaluate different marketing channels.
Making wise decisions - Analyzing our Marketing Efforts!
- 1. Making Wise Decisions – Analyzing Your Marketing Efforts JENNY NIXON AND CONNIE HANCOCK COMMUNITY VITALITY INITIATIVE EXTENSION EDUCATORS
- 2. Why should you care? If you don’t measure, how do you know if you’re successful? The more you are aware of how your content is being used, the more likely you are to care about maintaining it. The end result is a better experience for your users.
- 3. Web Analytics Overall Traffic Traffic Channels Social Media Metrics
- 4. What can analytics do? WHO are you communicating with? WHAT content do they interact with? HOW do they interact with your content? WHEN do they interact with your content?
- 5. What analytics Can’t do Tell you WHY users interact with your content
- 6. Trends and not individual numbers Without context, metrics are meaningless
- 7. What is Mike doing?
- 8. Challenge and validate assumptions Are the users I want to target using this resource? Which parts of the resource are they using? How are they using this resource?
- 10. ”Web analytics is the study of online behavior in order to improve it.” -Wikipedia
- 12. Overall Traffic Definitions Pageview- A view of a page on your site Visits- The number of individual sessions initiated by all visitors to your site Visitor- an individual user who has accessed your site Bounce – a visitor viewed only one page and left.
- 13. Overall Traffic 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 2010-11 2011-12 2012-13 2013-14 Pageviews Visits Visitors 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000 2010-11 2011-12 2012-13 2013-14 EXTENSION.UNL.EDU FOOD.UNL.EDU
- 14. Age/Visits/Duration EXTENSION.UNL.EDU FOOD.UNL.EDU 18-24 25-34 35-44 45-54 55-64 65+ 0.00% 10.00% 20.00% 30.00% 40.00% Duration Visits 18-24 25-34 35-44 45-54 55-64 65+ 0.00% 10.00% 20.00% 30.00% 40.00%
- 15. Gender/Visits/Duration EXTENSION.UNL.EDU FOOD.UNL.EDU M F 0.00% 20.00% 40.00% 60.00% 80.00% Duration Visits M F 0.00% 20.00% 40.00% 60.00% 80.00%
- 16. .unl.edu Visitors 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2010-11 2011-12 2012-13 2013-14 other .unl.edu EXTENSION.UNL.EDU 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2010-11 2011-12 2012-13 2013-14 FOOD.UNL.EDU
- 17. Traffic Channel Definitions None/Direct – Visitors who visited the site by typing the URL directly into their browser. Also can refer to visitors who clicked on: • Links from their bookmarks/favorites, • Untagged (untracked) links within emails, or • Links from documents that don’t include tracking variables (pdf, doc, etc) Referral - Visitors referred by links on other websites, social media Organic - Visitors referred by an unpaid search engine listing (ex. Google search)
- 18. Traffic Channels 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2010-11 2011-12 2012-13 2013-14 none referral organic EXTENSION.UNL.EDU 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2010-11 2011-12 2012-13 2013-14 FOOD.UNL.EDU
- 19. Search Keywords 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000 2010-11 2011-12 2012-13 2013-14 unl extension university of nebraska lincoln nebraska extension EXTENSION.UNL.EDU FOOD.UNL.EDU 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 2010-11 2011-12 2012-13 2013-14 freezing tomatoes freezing onions freezing peppers *BASED ON VISITS
- 20. Greatest Hits 0 20,000 40,000 60,000 80,000 100,000 120,000 2010-11 2011-12 2012-13 2013-14 Current News & Events County Offices Contact List Job Opportunities Faculty and staff directories 4H & Youth Employee Resources EXTENSION.UNL.EDU
- 21. Greatest Hits 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 2010-11 2011-12 2012-13 2013-14 Freezing Raw Tomatoes… …Reduce the Size of Recipes Oven Roasting Guidelines for Beef Freezing Sweet or Bell and Hot Freezing Raw Onions Food Nutrition and Health… FREE Choose MyPlate FOOD.UNL.EDU
- 22. Devices 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% 2010-11 2011-12 2012-13 2013-14 tablet mobile desktop EXTENSION.UNL.EDU 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% 2010-11 2011-12 2012-13 2013-14 FOOD.UNL.EDU
- 23. What does this mean? Focus on top goals or tasks for users on mobile Cross promotion - Amazon model Optimize content (Keep It Short & Simple) Swipe and Scan
- 25. What Social Media Analytics can do? • Benchmark • When fans are online • Comparisons • Analyze ROI • Raise brand recognition • Traffic • Visitor Loyalty
- 28. Goals Every Resource Should Have A Strategy (web, social, print, etc.) Every Web Resource Should Have A Target Audience Every Site Needs At Least One Goal How do visitor behaviors impact Business Goals? What are the PRIMARY Goals for the site or campaign? What does Success look like? Goals are Measurable, Actionable and Reachable
- 31. Campaign Tracking • URL on Poster: “go.unl.edu/extension100thbirthday” >> • Tracking codes added to URL by Google • Campaign Tracking Reports • = Where people came from to land on our page—’viewed poster’ • Compare to other marketing channels https://support.google.com/analytics/answer/ 1033867?rd=2
- 32. Campaign Report
- 34. FREE Online Curriculums Direct Marketing of Specialty Food http://go.unl.edu/directmarketingfood Marketing AgriTourism Online http://go.unl.edu/agritourism eTailing – Taking Charge of Your Online Presence http://go.unl.edu/etailing
- 35. TO REGISTER AND TO DISCOVER MORE INFORMATION THAT WILL STRENGTHEN YOUR BUSINESS GROWTH! POWEROFBUSINESS.NET FOR MORE INFORMATION CONTACT: [email protected] OR [email protected] FIRST FRIDAY OF EACH MONTH 11:15 A.M. CT/10:15 A.M. MT JUST 15 MINUTES TO GROW YOUR BUSINESS! CHECK US OUT ON FACEBOOK AND TWITTER – POWER OF BUSINESS
- 36. Questions? SPECIAL THANKS TO VISHAL SINGH, INSTRUCTIONAL MULTIMEDIA DESIGNER, UNL IANR MEDIA
Editor's Notes
- #8: What is mike doing – You didn’t tell us enough for us to make a decision
- #13: Traffic Definitions
- #20: Relate back to Organic traffic channel.
- #22: Relate back to search keywords and mention BYF. Mention how giving related topics could lower bounce rates which is next slide.
- #23: Extension site may be lower in mobile/tablets because of internal traffic. Food.unl.edu looks like the type of results we would expect based on mobile adoption.