DIM Analytics: Website (microsite) / blog and mobile apps Digital (Interactive) Marketing (Lecture 5.2) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk @dimbsbu
https://dimbsbu.wordpress.com
Learning Outcomes • To explore key digital metrics related to measuring a website (microsite) effectiveness • To explore key digital metrics related to measuring a blog effectiveness • To overview digital metrics related to measuring a mobile web effectiveness
“You can’t manage what you can’t measure”
(Peter Drucker 1960s)
Objectives determine Tactics Tactics determine Metrics (sMart) Metrics determine the analytics (tools)
What can you measure? and where?
Key questions in evaluating process, metrics and tools for improving the contribution of digital marketing within an organisation
Chaffey and Ellis-Chadwick (2016), p. 550
The performance measurement process: summary
Chaffey and Ellis-Chadwick (2016), p. 355
The five diagnostic categories for digital marketing measurement
Chaffey and Ellis-Chadwick (2016), p. 357
(Digital Analytics Association 2014)
Different types of data within a performance management system for Internet marketing
Chaffey and Ellis-Chadwick (2016), p. 369
Main categories of Metrics COUNT = single number
RATIO = a count / a count (‘per’) KPI
DIMENSION
Main categories of Metrics AGGREGATED SEGMENTED INDIVIDUAL
Key definitions
(a) Channel promotion metrics • Traffic drivers and referrals (where do people visiting your website/blog come from) • Percentage of all referrals • CPA (cost per acquisition) • Contribution to sales (or alternatives)
Google Analytics will create Tracking ID (code) to be embedded within every single web page
(b) Channel buyer behaviour
Pages and Visits Understand audience!
Unique visitors = number of distinctive people visiting your website/blog in a day. (using IP or tracking cookies)
Pageviews = number of total pages within the website that the total of visitors checked out during a visit Understand engagement!
A view = the loading of a page
Pages and Visits (cont.) Pages/visits = average number of pages that a person checks during one visit Understand engagement!
average number of pages that a person checks during one visit = 29/15 = 1.9
Pages and Visits (cont.)
Bounce rate* = percentage of Understand engagement! people that leave immediately after arriving at your website
*for e-commerce websites the bounce rate is low whereas for blogs - high
Pages and Visits (cont.) Engagement rate (%) = (100 – bounce rate (%))
Pages and Visits (cont.)
Repeats Understand engagement!
= visitor sessions / visitors
What else? (b) Channel buyer behaviour
Other metrics to consider: Understand engagement!
Understand audience!
• Time spent on website/blog • New visitors / returning visitors • Landing pages (entry) / exit pages Understand engagement!
Examples of different measures of visitor volume to a website
PPV – pages per visit VPV – visits per unique visitor Chaffey and Ellis-Chadwick (2016), p. 361
Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p.469
Summary: Analytics – key metrics and dimensions
Read more: http://mashable.com/2012/07/27/marketing-metrics/
• Audience and Behaviour dimensions – clickstream analysis and visitor segmentation • Clickstream – (1) pathway analysis (2) on-site search effectiveness • Visitor segmentation
(C) Channel outcomes - conversion • Registration on website / subscription to newsletters • A sale on website • A download • Request further information
Conversion rate = (1) Visitors (5000) to purchase (100) = 2% (100/5000*100%) (2) Visitors (100) to registration (20) = 20% (20/100*100%)
Conversion rate = Reach (1) Ad impressions (2) Click-through rate
Conversions and conversion attribution
What about Mobile Apps? • Marketing • Analytics
Mobile Apps: metrics that matter • • • • • • • • •
Number of downloads and installations Number of users Lifetime value Retention rate Active users Session length ARPU Cohort analysis Virality (e.g. Candy Crush)