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Digital Marketing Optimization and Web TQM through Web Analytics Simple, Cost Effective and High-Value Solutions An Integrated Approach:

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Digital marketing optimization and web tqm through web analytics l.jpg

Digital Marketing Optimizationand Web TQM through Web Analytics

Simple, Cost Effective and High-Value Solutions

DHARMABUILT.COM


An integrated approach l.jpg
An Integrated Approach:

Web analytics has the potential to become the platform around which additional online marketing initiatives can be successfully deployed and optimized. Marketers face a growing number of channels by which prospects and customers access their companies and expect a personalized, knowledgeable experience regardless of which channel they use. Nowhere is this expectation higher than at Web sites, putting increased pressure on marketers and vendors (and administrators) of Web analytics solutions to integrate these solutions with other digital marketing applications.

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Key Concept and Success/Failure Characteristic:Visibility into the Entire Online Engagement Lifecycle

  • Web site access/ referrers/ user points of origin

  • Navigation paths and ‘conversion funnel’ analyses

  • Organic versus Paid Search referrals

  • Geo metrics, Demographic Segmentation

  • New versus unique visitors

  • Usage per users / referrer

  • Creative and editorial performance – IAB, Email, SEM, Affiliates, etc.

  • Onsite and external search effectiveness and optimization

  • Web development / usability indicators and compliance

  • Performance correlated to Business Questions and Objectives

  • Successful file downloads

  • Top external referrals (domains, URLs, affiliates, search engines, email, articles, blogs, etc.)

  • Visit duration

  • Integrated analyses with CRM, ESP, Search, Survey, Log Files, etc.

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Best of Breed Web Analytics

The central ‘hub’ or linchpin for real-time success / failure measurement is a best-of-breed solution deployed and leveraged according to current Best Practices. These Web analytic solutions include Hitbox/WebSideStory, WebTrends, Coremetrics, Omniture, Nielsen NetRatings SiteCensus, Google Analytics, etc.

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Search Engine Optimization and Site(s) Design

Pay-Per-Call and Click-to -Call

Online Media Buys

Pay-per-Click

Online ads per Web property (ROS) or on an ad network (RON)

1st - PPC variation more lead generation based 2nd – Call center outbound leads…

Google, Yahoo, MSN

Email/ESPs

Improving natural results in search engines

Opt-in and Brokered listsand ‘trusted email’ solutions such as iconix.com. Viral marketing/forward to a friend capabilities

On-Site Search

Blogs/RSS

Measurable, flexible and configurable solution such as Atomz/WebSideStory or Endeca

Best of Breed Web Analytics

Real Simple Syndication / XML

Paid Inclusion

Affiliate Programs

Gives detailed visibility into allthese initiatives

3rd Party aggregators/portals

On Site Advertising

ShareAsale, Linkshare, CJ, and private partnerships

Google/Adsense, Ad Network publisher, public and private affiliates

Link Building

Quality, relevant back links and rankings

Contextual Advertising

Personalization

IAB Ad Units

Always leverage refer codes for Print, Radio and TV as well

Specialized on-site advertising – see VibrantMedia.com. See also whisperads.com

Micro-site serve methodologies - see iCrossing.com

Internet Advertising Bureau standards foronline advertising

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Web Analytics Solutions:You get out what you put in

Your solution will only report as well as it is designed and deployed. A vendor ‘Solution Design Reference’ as well as a ‘Business Optimization & Solution Deployment Reference’ should be fully understood by the client in order to take full advantage of solution’s offerings. ‘Out-of-the-box’ capabilities can only portray a partial view of an organization’s KPIs that have relevance for that audience.

Any Web Analytics deployment MUST involve full documentation of the ‘information architecture’ of the collected data: metric variables, segmentation variables, commerce variables, etc.

Also, care must be taken to map content according to business user semantics – not those of IT or the developers.

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Offerings:

  • Stories (SWOT analyses). What’s going on with our Web sites?

  • Documentation to support all development e.g. Analytics Solution Design Reference, Segmentation Architectures per Site, Metrics Correlation and Report Suite configuration, Dashboards and automatic email reports configuration, Strategic Integrations due diligence, etc.

  • Analyses and recommendations with regard to solution and site designs, vendor management, change management, reports specific to audience/internal constituencies, competitive analyses, stakeholder consensus with regard to all analytics initiatives.

  • Internal/external search solution optimization (SEO).

  • Email Service Provider analysis and program optimization.

  • User training and documentation. Help you make sense of the data.

  • Organizational Development analyses and recommendations for Web Analytics.

  • Support to Marketing and Communications for campaign performance measurement and optimization.

Web Analytics: Focusing on things that matterhttp://www.clickz.com/showPage.html?page=3623141

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Dedicate Analytic Resources:

There is a proven correlation between a high quality user experience and the success of a website. Meaningful and effective management of the user experience needs to be a priority for those organizations for whom web-based channels are important routes to market. Best practice organizations are implementing a framework that allows for the capture of information using web analytics, investigating why issues are occurring, proposing solutions and monitoring the impact.

Web analytics tools provide very insightful information on site usage. However, despite investing heavily in web analytics packages many organizations are not getting real benefit from their use. The reasons are:

  • A lack of understanding about which metrics are most important to measure.

  • An inability to access the most pertinent information from the tool.

  • Lack of resource or time to analyze the data offered by the analytics package.

    The tools only tell us what visitors did - not why they did it - therefore there is incomplete information.

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Basic Process:

  • Step 1: Establish agreed-upon metrics for the site. The metrics are ascertained through consultation with stakeholders and an analysis of the site proposition.

  • Step 2: Deploy / configure tool to collect data. Google Analytics is used to collect performance data for the metrics over a defined period.

  • Step 3: Analyze data - review the resulting data each period to determine where problems are occurring. Where an issue has been identified I will investigate the corresponding part of the website to verify why the problem is occurring. This analysis results in a report detailing issues and recommendations for change.

  • Step 4: Implement action plan. Meet with the client contact to decide on an action plan on the basis of the reports. This will often mean design changes to the site as well as configuration applicable tools/solutions.Steps 3-4 are repeated each period to ensure that there is an ongoing feedback loop.

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Q&A (1)

Q: Can we do anything content specific to increase our ranking with search engines?

A: Research shows that most people click on a link within the first three pages of SERPs. However, 54% view just one page of results and only an additional 19% go on to the second page and fewer than 10% bother with third page results. Moreover, according to Penn State researchers most users only visit the first three results on the first SERP. It is for this reason that it is very important to rank in the Top 3 or at least the Top 10 results.

  • My first suggestion would be to deploy and configure Google Analytics on your site to provide insight for business goals (lead generation, registrations, specific navigation paths, specific content viewed, etc.). This way you also get a comprehensive picture of where exactly your site traffic is coming from. You’ll also get a list of keywords that people are actually using to find your site – tracking these gives you a good indication of how best to optimize and develop relevant content to increase your natural results rankings.

  • The second would be to further leverage Google Webmaster tools such as Google Site Maps to ensure your site is properly indexed.

  • The third would be to perform a comprehensive SEO audit to identify any issues – both on-page and off-page. * I see that the sub-index page titles are not optimized and this is a serious flaw.

  • Fourth would be to do some keyword mining and develop a short list of keywords that you want to develop a PPC campaign with. Then you should optimize the landing pages on your site – even if it’s just the homepage to start – for those keywords. Using a text browser such as Lynx would help develop relevancy and determine keyword density in conjunction with other free tools.

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Q&A (2)

Q: Would sponsored search/pay per click search be something we should look into?

A: The vast majority of Web site traffic comes from search engines – and the vast majority of that comes from Google. You could develop a comprehensive list of keywords to optimize and develop the ad copy to deploy in Google AdWords. You should manage this yourself as any PPC service/agency will charge you an administrative fee (often not factored-in as part of their ROI analysis). You could start small for six months and track the results using Google Analytics in order to develop the ROI yourself. Say $250-$500 a month to begin with. However, given the significant opportunities that exist with regard to SEO and Web Analytics, I would say that PPC is NOT the top priority.

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Q&A (3)

Q: Is there anything we can do to enhance the results of natural/organic search? (A clear overview of paid vs natural search and benefits of both would be great)

A: Google Analytics will give you this view and you’ll be able to see what keywords are the most effective in driving traffic. Once those are determined, you can then tweak content/landing pages accordingly by developing better relevancy. Using the SEO Best Practices, we can ‘benchmark’ the site as it is currently – and then re-measure for ‘lift’ 30, 60 and then 90 days out for ROI. Paid results are sponsored (PPC) referrals where the natural results are based upon your Web site Information Architecture and SEO ‘Best Practices’. SEO is an art as well as a science and requires both on-page editorial and HTML work as well as off-page (technical) development. Both initiatives are complementary, therefore it’s important to develop content relevancy between the title tags, the meta tags, the H1 tags, the alt tags, and the body content – and optimize any PPC creative accordingly.

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Q&A (4)

Q: Is the technology of RSS feeds widely used? Are they costly to implement/maintain?

A: RSS is mainstream and allows advertisers and publishers to disseminate their content via a myriad of Web channels. Many people and organizations are using newsreaders and aggregators to assemble the content relevant to their purposes. It makes the sifting through information a lot easier. Many content management systems are built with a RSS capability and the price tag for these runs the whole spectrum. The easiest (and cheapest) way for you to access and leverage the capabilities of RSS is to develop and leverage a blog as part of your current Web site. There are many ways to extend the capabilities of a blog in order to further market your organization. The most significant investment required is TIME – someone should be the designated author and content contributions (articles/postings) should be made on a consistent basis. These people should become knowledgeable with regard to Blog ‘Best Practices’ and how to drive readers to the Web site.

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Q&A (5)

Q: If we choose to create a blog, is there a separate SEM for that so that people can search on it?

A: There can be, but if you incorporate a blog into the current design/framework of your Web site (such as with WordPress), then you can simply include the blog in any SEO/SEM initiative for the rest of the Web site.

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Conclusion

I would say that the most cost effective as well as potentially beneficial initiatives would be to audit and then optimize the site for search engines (SEO) and to develop a blog to further leverage and disseminate your content (RSS development). By leveraging your opt-in email list, you can then use a feature such as ‘FeedBlitz’ to distribute a RSS ‘newsletter’. The more viral capabilities you build into your Web solutions, the better the SEO and Search Engine Ranking (back links/link building).

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Important Resources

Google Analytics (free)

http://www.google.com/analytics/

Google Webmaster Tools (free)

https://www.google.com/webmasters/tools/docs/en/about.html

SEO Tools (free)

http://www.seotoolset.com/tools/free_tools.html

Google Keyword Tool (free)

https://adwords.google.com/select/KeywordToolExternal

Google Analytics URL Building Tool

http://www.google.com/support/googleanalytics/bin/answer.py?answer=55578&hl=en

HTTP Status Code Definitions

http://www.w3.org/Protocols/rfc2616/rfc2616-sec10.html

Keyword Density Analysis Tool (free)

http://www.123promotion.co.uk/tools/keywordanalysis.php

Keyword Mining Tool (paid)

http://www.wordtracker.com/

Competitive Analysis Tools (free)

http://www.marketleap.com/services/freetools/default.htm

Overture/Yahoo Keyword Tool (free)

http://inventory.overture.com/d/searchinventory/suggestion/

Google Analytics Dynamic IP “Count Me Out” Solutions (free)

http://theaffiliatemarketer.net/blocking-your-own-views-with-google-analytics/

http://www.akamarketing.com/blog/40-google-analytics-excluding-your-visits-despite-having-a-dynamic-ip.html

Custom 404/Error Page development Instructions

http://www.thesitewizard.com/archive/custom404.shtml

‘Lynx’ Type Text Browser (SEO Tool) (free)

http://seebot.org/

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