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THINK BIG

THINK BIG. Why Critical Thinking Is More Important Than Any Web Analytics Tool. Admin stuff. Twitter : @ aprilewilson Hashtags : # emetrics #da101 Website : digitalanalytics101.com Email : april@digitalanalytics101.com. A Quick Story. DATA. YOU. Embrace limitations.

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THINK BIG

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  1. THINK BIG Why Critical Thinking Is More Important Than Any Web Analytics Tool

  2. Admin stuff Twitter: @aprilewilson Hashtags: #emetrics #da101 Website: digitalanalytics101.com Email: april@digitalanalytics101.com

  3. A Quick Story

  4. DATA YOU Embrace limitations

  5. We need a new paradigm

  6. Customer data analysis methodology has not changed significantly in the last 30 years.

  7. 1970’s – 1980’s

  8. Big computers = Big data

  9. Explosion in tools, data, channels, choices

  10. Big data! …to this From this…

  11. But… While our data inputs have changed… …our analysis methodology really has not.

  12. Three Wheels of Pain • Measurement of ANY new communication vehicle will ALWAYS be an afterthought. • Because it is an afterthought, digital analytics will ALWAYS be a relative and not an exact science. • Big data will keep getting bigger – and keep being freely available at the aggregate and not the individual level.

  13. So why keep doing this?

  14. Forcing a fit

  15. Go on a macrobiotic data diet

  16. If a car wouldn’t do it, you shouldn’t

  17. You’re still confusing me Example

  18. Example: Compete.com Online panel of ~2MM Sample extrapolated to larger pop Looks at standard web metrics • PV’s, UV’s, TOS, etc.

  19. Example: socialmention.com Public internet scraping Parsed out by source Looks at user-generated content • Blogs, forums, YouTube, Facebook, Twitter, etc.

  20. Example: Google AdWords Crawls all websites Matches content to what advertisers want to pay for Looks at search metrics • Volume, competition, local vs. global, visibility

  21. Website comparison Avinash drives the most volume and engagement on his website of all competitors. WAD has about the same traffic, but overall site engagement is lower.

  22. Social Impact Comparison Not surprisingly, eMetrics has the highest amount of mentions across social media, particularly Twitter (around conferences). Avinash’s Facebook and Twitter posts have a higher likelihood of being “liked” or “favorited.”

  23. Findability All companies were at basic parity for search rankings on shared keywords. It was interesting to note that the WAA outperformed all other sites on Bing and that none of them seem to rank well on Yahoo!

  24. Total Score For the WAA to compete, they need to: Piggyback off the social explosion of #eMetrics Consider sharing posts and content of members on Twitter to keep key dialogues going Work on Google search strength for non-branded terms

  25. Website: Competitor 1 has significantly higher website traffic and engagement than all others in the category. Recommend sponsorships on large referrers and content placement testing to increase engagement. Search Visibility: You currently rank well on Google for branded and non-branded terms; outpacing all of your competitors. Recommend SEM campaign for Bing and Yahoo! where your competitors are stronger. Social: Competitors 1 and 2 are both engaging in blogger outreach giveaways, resulting in high volumes of chatter about their brands on Twitter and Facebook. Recommend YouTube contest and giveaway, based on your audience saturation. Overall Score: You are doing well on Google, but having trouble keeping customers engaged or inviting them to return once they land on your site. Your social is weak, compared to the others; DA101 recommends revisiting your social strategy. ANALYSIS SCORING RECOMMENDATION™

  26. Simple data is good You Competitor 2 Competitor 1 Whatever constraints there are… all of you have them. It’s a level playing field.

  27. BFD? Rich potential for competitive and trend analysis Lower barriers to optimization LESS CRAP

  28. LOTS of potential Optimizing each conversion point Crowdsourcing Text mining and statistical analysis on big public data Industry benchmarking Competitive Intel (free!) STRATEGY

  29. Closing thought

  30. Discussion

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