Embed Size (px)
DESCRIPTION
The internet and interactive marketing allow marketers a multitude of options for marketing investments. Successful marketing organizations are the ones who are able to accurately measure the return on their marketing spend and successfully coordinate spend across digital marketing channels. This deck provides an overview of modern marketing analytics requirements, as well as a sample solution for meeting these requirements.
Citation preview
EngageMeasure
Content Delivery Experts WikisReputation
Management
360-Degree
Customer ViewContent Marketing National / HQ Digital Governance Livecasts
Content
Management
Community
ModerationFacebook Smartphones Drive Revenue Marketing Events Communities
Mobile Optimized
WebeCommerce Cause Enthusiasts
SEM
Social Media
Listening / Monitoring
/ Measurement
MicrositesPR &
CommunicationTwitter Social Integration
Grow Advocacy SMS Reporting Plan Web Architecture Portals
Tablets Influencers Processes CMS CRMCampaign
DevelopmentAdvocates
Build Constituent
Relationship
Success Metrics Online Video Sentiment AnalysisAccelerate
InnovationEmail Customer Service Platform Selection
Innovators and
CreatorsCrowdsourcing Kiosks
Websites
Reduce
Administrative Costs
Finance
Digital Intelligence
Management
Operations
Platform
ImplementationLocal Offices / Retail Increase Relevance Collaboration
Online Video Sentiment AnalysisAccelerate
InnovationSEO
MODERN MARKETING ANALYTICSMarketing Analytics in the Age of the Internet, Cloud and Social Media
Copyright © 2014 Rightpoint | Proprietary and Confidential 2
TRADITIONAL MARKETING MEDIUMS
Traditional Marketing Mediums
TV/Radio
Billboard/In-Store
Display
Direct Mail
Copyright © 2014 Rightpoint | Proprietary and Confidential 3
INTERNET AND SOCIAL MEDIA MARKETING OPTIONS
Digital Marketing Channels
Social Media
Search Engine
Website
Video Sites
Internet Display
Copyright © 2014 Rightpoint | Proprietary and Confidential 4
AVAILABLE METRICS FOR POPULAR DIGITAL CHANNELS
Website
• Page Views
• Visits
• Visitors
• New Visits
• Purchases
• Conversion Rate
• Time on Page
• Time on Site
• Abandonments
Social Media
• Page Views
• Unique Page Views
• Friends
• Likes
• Retweets
• Fans
• Check-ins
• Impressions
• Followers
• New Followers
Search Engine
• Clicks
• Cost Per Click
• Click Through Rate
• Impressions
• Conversion Rate
• Open Rate
• Response Rate
• Bounce Rate
• Click Rate
• Conversion Rate
• Cost Per Click
• Subscribers
• Opt-outs
Video Sites
• Video Views
• Unique Users
• Average Duration
Internet Display
• Impressions
• Clicks
• Cost per Click
• Click Through Rate
• Reach
• Conversion Rate
Copyright © 2014 Rightpoint | Proprietary and Confidential 5
Data complexity: variety and velocity
Petabytes
Terabytes
Gigabytes
Megabytes
TYPICAL BI CLASSIFICATIONS
Copyright © 2014 Rightpoint | Proprietary and Confidential 6
Data sources Non-Relational Data
EVOLUTION OF THE MARKETING ANALYTICS DATA WAREHOUSE
Copyright © 2014 Rightpoint | Proprietary and Confidential 7
REPRESENTATIVE MARKETING ANALYTICS DATA MODEL
OpportunitiesPage Analytics
Region
Hour
Customer
AccountSegment
Web Profile
Campaign
Campaign
Type
Visit Analytics
Date
Dimension Fact
Sales
Page
Category
Page
Page Sub
Category
Followers Following Videos
Copyright © 2014 Rightpoint | Proprietary and Confidential 8
MARKETING ANALYTICS REPORTING NEEDS
• Pipeline and sales
• Activity reports
• Web Traffic reports
• Trends over time
Page Analytics
Visit Analytics
SalesOpportunities
Copyright © 2014 Rightpoint | Proprietary and Confidential 9
PAGE VIEWS BY HOUR
Copyright © 2014 Rightpoint | Proprietary and Confidential 10
PAGE VIEWS BY PAGE URL
Copyright © 2014 Rightpoint | Proprietary and Confidential 11
PAGE VIEWS BY SITE MAP
Copyright © 2014 Rightpoint | Proprietary and Confidential 12
VISITOR REPORT
Copyright © 2014 Rightpoint | Proprietary and Confidential 13
SEARCH KEYWORD BY SEARCH ENGINE
Copyright © 2014 Rightpoint | Proprietary and Confidential 14
VISIT TRENDS
Copyright © 2014 Rightpoint | Proprietary and Confidential 15
POWER VIEW VISIT TRENDS USING LIVE TILES
Copyright © 2014 Rightpoint | Proprietary and Confidential 16
TOP TEN LANDING PAGES
FiscalYear 2014
ProfileURL ncsbn.org
Direct Visits Perent of Total
https://www.ncsbn.org/NCSBN Home::public 125,133 26 %
https://www.ncsbn.org/Nurse Licensure Compact::public 95,003 20 %
https://www.ncsbn.org/NCLEX Examinations::public 83,019 17 %
https://www.ncsbn.org/Contact a Board of Nursing::public 49,036 10 %
https://www.ncsbn.org/NCSBN Passport 47,067 10 %
https://www.ncsbn.org/Candidate Bulletin & Information::public 18,989 4 %
https://www.ncsbn.org/Test Plans::public 16,664 3 %
https://www.ncsbn.org/NCLEX Pass Rates::public 15,442 3 %
https://www.ncsbn.org/Registration::public 13,827 3 %
https://www.ncsbn.org/Quick Results::public 12,477 3 %
Grand Total 476,657 100 %
Copyright © 2014 Rightpoint | Proprietary and Confidential 17
TOP TEN MOST VISITED PAGES
FiscalYear All
ProfileURL ncsbn.org
Row Labels Sum of PageViews Average Time on Page
https://www.ncsbn.org/NCSBN Home::public 276,715 0:00:11
https://www.ncsbn.org/NCLEX Examinations::public 242,058 0:00:10
https://www.ncsbn.org/Nurse Licensure Compact::public 230,140 0:00:19
https://www.ncsbn.org/Contact a Board of Nursing::public 214,715 0:00:06
https://www.ncsbn.org/::public 87,436 0:00:15
https://www.ncsbn.org/NCSBN Passport 86,836 0:02:59
https://www.ncsbn.org/nclex.htm 77,161 0:00:13
https://www.ncsbn.org/nlc.htm 74,427 0:00:29
https://www.ncsbn.org/Application & Registration::public 69,171 0:00:08
https://www.ncsbn.org/Search::public 68,680 0:00:11
Grand Total 1,427,339 0:00:23
Copyright © 2014 Rightpoint | Proprietary and Confidential 18
BOTTOM TEN VISITED PAGES
FiscalYear All
ProfileURL Learningext.com
Row Labels Sum of PageViews Average Time on Page
https://www.learningext.com/suesblog/b/suesblog/default.aspx?PostSortBy=MostComments&pi2030=2 2 0:00:13
https://www.learningext.com/suesblog/b/suesblog/default.aspx?pi1380=9&PostSortBy=MostViewed&pi878=1&pi2030=2 2 0:00:00
https://www.learningext.com/testimonials/f/3.aspx?ThreadSortBy=Subject&SortOrder=Ascending 2 0:00:01
https://www.learningext.com/suesblog/b/suesblog/archive/tags/pretest/review/default.aspx 2 0:00:01
https://www.learningext.com/suesblog/b/suesblog/default.aspx?pi878=2 2 0:00:00
https://www.learningext.com/suesblog/b/suesblog/archive/tags/pretest/review/nclex/default.aspx 2 0:00:02
https://www.learningext.com/suesblog/tags/select+all+that+apply/review/default.aspx 2 0:00:03
https://www.learningext.com/suesblog/b/suesblog/archive/tags/review/default.aspx 2 0:00:05
https://www.learningext.com/suesblog/b/suesblog/archive/tags/Learning+Extension/nclex/default.aspx 2 0:00:02
https://www.learningext.com/suesblog/b/suesblog/default.aspx?pi1380=13&pi878=2&pi2030=4 2 0:00:09
Grand Total 20 0:00:04
Copyright © 2014 Rightpoint | Proprietary and Confidential 19
VISITS BY OPERATING SYSTEM
Copyright © 2014 Rightpoint | Proprietary and Confidential 20
VISITS BY BROWSER
Copyright © 2014 Rightpoint | Proprietary and Confidential 21
QUARTERLY VISIT COMPARISON
FiscalYear 2013
Row Labels Visits Q1 Visits Q2
%Change
Q1 to Q2 Visits Q3
%Change
Q2 to Q3 Visits Q4
%Change
Q3 to Q4 Visits YTD
Blogs.NCSBN.org 114 140 22.81 % 132 -5.71 % 94 -28.79 % 480
Learningext.com 435,858 678,893 55.76 % 746,336 9.93 % 677,298 -9.25 % 2,538,385
ncsbn.org 516,354 746,165 44.51 % 749,986 0.51 % 929,481 23.93 % 2,941,986
Nursys.com 358,726 947,611 164.16 % 1,084,497 14.45 % 1,198,652 10.53 % 3,589,486
wiki.ncsbn.org 3,356 3,039 -9.45 % 1,882 -38.07 % 1,712 -9.03 % 9,989
Grand Total 1,314,408 2,375,848 80.75 % 2,582,833 8.71 % 2,807,237 8.69 % 9,080,326
Copyright © 2014 Rightpoint | Proprietary and Confidential 22
QUARTERLY PAGE VIEWS COMPARISON
FiscalYear 2013
MonthName 09 - September
Row Labels Page Views Q1 Page Views Q2
%Change
Q1 to Q2 Page Views Q3
%Change
Q2 to Q3 Page Views Q4
% Change
Q3 to Q4 Page Views YTD
Learningext.com 1,038,801 1,580,343 52.13 % 1,819,101 15.11 % 1,712,705 -5.85 % 6,150,950
ncsbn.org 2,756,696 4,049,075 46.88 % 4,300,289 6.20 % 4,225,099 -1.75 % 15,331,159
Nursys.com 2,170,145 3,476,326 60.19 % 3,793,484 9.12 % 3,981,891 4.97 % 13,421,846
Grand Total 5,965,642 9,105,744 52.64 % 9,912,874 8.86 % 9,919,695 0.07 % 34,903,955
Copyright © 2014 Rightpoint | Proprietary and Confidential 23
YOUTUBE VIEWS
CalendarYear 2013
YouTube Views YouTube Unique Users
NCLEX® Review Course Tour - NCSBN Learning Extension 25,013 20,823
Social Media Guidelines for Nurses 17,989 14,701
The Nurse Licensure Compact Explained 9,238 7,798
Continuing Education Course Tour - NCSBN Learning Extension 3,398 3,052
Crossing the Line Part 5 3,302 2,247
Delegating Effectively Part 1 3,244 2,521
Board of Nursing Complaint Process: Investigation to Resolution 2,653 2,003
Crossing the Line Part 3 2,297 1,988
Crossing the Line Part 4 2,257 1,939
Delegating Effectively Part 2 2,221 1,797
The Consensus Model for APRN Regulation - Full-Length Version 2,122 1,737
Delegating Effectively Part 3 2,080 1,689
Delegating Effectively Part 5 1,839 1,492
The Role of APRNs in Health Care 1,793 1,461
Delegating Effectively Part 4 1,731 1,456
Grand Total 81,177 66,704
Copyright © 2014 Rightpoint | Proprietary and Confidential 24
FACEBOOK ACTIVITY - 2013
Copyright © 2014 Rightpoint | Proprietary and Confidential 25
COMBINE WEB SITE VISITS WITH YOUTUBE VIEWS
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
07 - July 08 - August 09 - September 10 - October 11 - November 12 - December
Web Site Visits
You Tube Views
Copyright © 2014 Rightpoint | Proprietary and Confidential 26
COMBINE TWITTER AND FACEBOOK ACTIVITY
CHICAGO29 North Wacker Drive
4th Floor
Chicago, IL 60606
Ph 312.920.8383
DENVER1045 Lincoln Street
Suite 204
Denver, CO 80203
Ph 720.330.3000
DETROIT43155 Main Street
#2212C-2
Novi, MI 48375
Ph 248.255.4175
THANK YOU
To learn about surfacing your marketing
analytics in dashboards and reports, contact:
Neal Levin
Business Intelligence Practice Lead
312.999.5429
