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View-through data enhancement enables you to answer these questions. Measuring the impact of content hosted on other sites is no longer a matter of impressions or Sphinns. We can directly measure the impact in terms of traffic, online sales, and conversions — and all of this can happen without a direct link. Join us and see how you can accurately attribute your online PR, social media, and off-site marketing efforts to ROI. And, gain insight into bookmarks and traffic generated through branded searches.
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Gaining Insight Into DataView-Through:
1. What is View-Through2. Application of View-Through
Social Media Measurement
Online PR Measurement
Search
Bookmarks
3. Summary
Agenda
What is View-Through?
Customer Lifecycle - AIDA Model
From ProvenModels.com
Customer Lifecycle - AIDA Model
Social Networks
Online PR, Blogs, etc.
Search, Advertising
Site Visit and Conversions
From ProvenModels.com
View Through
Click Through
Customer Lifecycle - AIDA Model
Search, Advertising
Site Visit and Conversions
From ProvenModels.com
Not everything can be measured by clicks
Blogs, news sites or page with no links (i.e. YouTube)
The more reputable the news outlet, the less likely to
provide a direct link
Interest generated is often not immediate
Sometimes requires multiple touch points for
interest to develop
Complements traditional click-through reports
View-Through Reporting
Total Website Traffic
Direct Link with Click
Direct Link without Click
No Direct Link
Real Life Story
“pubcon.com”
“treasure island”
POLL
What Are the Applications of View-Through?
Social Media – Measure the impact of social
conversations across all traffic channels
Online PR – Measure the impact of online PR and news
coverage across all traffic channels
Search - Measure the impact of social media, PR and
video on driving brand related search activity
Bookmarks – Measure what portion of the bookmark
traffic was influenced by social media, PR and video
View-Through Applications
Social Media Measurement
Social Media Landscape
133,000,000The number of blogs indexed by Technorati as of Jan „09
Already Established…
Social Media Landscape
3 out of 4Americans are actively using and
engaged with social technology
With A Large Audience…
Source: Forrester, The Growth Of Social Technology Adoption, 2008
Social Media Landscape
3XThe rate at which time spent on
social networks is growing
compared to the overall internet
rate, accounting for 10% of all
internet time.
And Growing…
Source: Nielsen, Global Faces & Networked Places, 2009
56%
56%
Social Media Landscape
56%The percentage of which online PR is less
expensive than CPC.
Lower Acquisition Costs…
Source: Marketing Experiments
56%
Social Media Measurement
Customer Stage
What
Sample Metrics
Measurement
Increased Measurement Value
Brand Manager, Corporate Communications Online Marketer
Popular Tools
Awareness Influence Action
Output Outtake Outcome
Who’s talking about you?What are they saying about
you?What does it mean to your
business?
Share of voice, advertising, # of mentions, # of views
Brand association, message awareness, qualitative
assessment
Site visits, registrations, conversions, ROI
Google, Visible Technologies, Radian6, TrackUr,
BuzzMetrics, Technorati, Cymfony, Techrigy
BuzzLogic, BuzzMetrics, Techrigy, Cymfony, Visible
TechnologiesWeb Analytics
POLL
Social Media Examples
Metrics
Measurement Output Outtake Outcome
# of views (across YouTube, Metacafe, etc.), # of tweets
Retweets, tone, number of comments on YouTube
How many people visit businessol.com or catfish.cc?How many leads are generated as a result?
YouTube, Google, Twitter YouTube, Twitter Web analytics with view-through
Sample Tools
Video Traffic
View-Through vs. Click-Through
Online PR Measurement
Example: Online PR
Metrics
Measurement Output Outtake Outcome
# of times picked up, # of bloggers, Advertising equivalency
Brand Monitoring, Reputation Awareness, Influence, Page Rank
How many people to site have viewed the PR or blog coverage? How many conversions resulted from the campaign?
Google, VMS, Cision, Techrigy, TrackUr, DNA 13, Cymfony, Technorati
BuzzLogic, Visible Technologies, Cymfony, Technorati
Web analytics with view-through
Tools
PR Firm Push
Case Study: Press Release A/B Test
Distribution Stats
Press Release
Criteria
Press Release A Press Release B
Same release date, same distribution criteria, messaging A
Same release date, same distribution, messaging B
Number of impressions: 69,852Number of reads: 1,865Number of pickups (blogs/articles): 12Number of tweets: 37
Number of impressions: 59,865Number of reads: 1,684Number of pickups (blogs/articles): 8Number of tweets: 7
Site Visits: 25 Site Conversions: 3Conversion Rate: 12.00%
Site Visits: 139 Site Conversions: 16Conversion Rate: 11.51%
What message works best?
What outlet works best?
What distribution is optimal?
All possible because of view-through reports
PR Optimization
Search
Last Click Attribution is Not Always Accurate
Last Click Attribution refers to
crediting the last click that a user
made to a site conversion.
In reality, conversion may have
been caused by a number of
touch points in the form of PR,
social media, video, etc.
Understanding how these
assets affect your search
volume and conversion rate is
critical in determining which of
your online marketing initiatives
are most effective.
POLL
Brand Related Search
The majority of corporate search traffic is brand specific.
Until now, there was no easy solution to understand which digital
assets drive brand related traffic from search.
View-through enables marketers to identify which non-linked
content (PR, social media, video, etc.) drives the most brand
related search activity and conversions.
Brand Related Search
Non-Brand Related Search The same digital assets that drive brand
related search may also help to generate
non-brand related search.
View-through technology identifies the
segment of “generic” search traffic that
was exposed to digital assets being
tracked.
Helps identify which marketing campaigns
have the most influence in capturing non-
brand related search.
Can also be used to identify multiple
search query behavior.
Bookmarks
Bookmarks
“Bookmarks” act as a catch-all
scenario in web analytics programs.
This can include many different
scenarios where there is no referrer,
including:
Re-direct
Actual Bookmarks
Directly Typed
View-through data gives insight into
the origin or influencers of this traffic.
Expert Analysis, Insight, and
Recommendations
Better Tools and Segmentation
New Dimension of Data
Combined
More Holistic View of Visitors and Visitor Behavior
New Insights and Implications
Optimization of Each Facet of the AIDA Model
Thank You!Any Questions?
Contact: Ray “Catfish” Comstock: [email protected]
Additional BusinessOnLine Resources: Socialize With Us: http://businessol.com.php5-5.dfw1-
1.websitetestlink.com/socialize
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