Web Analytics:Data, People, and Tools

@ShaunHolloway

• What is important?# of followers, impressions, comments, …

• The Value of a FollowerIs it worth it? How do you know?

Will vary a little relative to the tool, but…

What goals do these metrics ALL strive to influence?

Metrics and KPIs

Typical Business Goals

• Increase brand awareness• Drive leads in the pipelines• Drive traffic to website• Reduce customer service cost• Improve customer satisfaction• Improve customer retention and loyalty• Increase sales

Typical Website Metrics

• Website visitation and hits over a time period• Popular web pages and/or posts• Where visitors came from... country, state, city• How long visitors stayed• What browser and operating system used• Where visitors are coming from • What keywords visitors type into

a search engine to find the website

Typical Social Media Metrics

• Benchmarking data• Audience media type usage breakdown• In-bound links and CTR (.04% avg)• Page/profile engagement =

(comments + likes + shares) / # of fans• Demographics• Sentiment analysis• Share of Voice• Registrations, downloads, etc.

Analyzing Data

Know What You’re Tracking

• Don’t mistake data, metrics, and KPIs for ROI. Metrics measure important points, but they don’t connect to dollar values. (Radian6, 2012)

• Determine what numbers you’re watching• Are you able to make decisions?• How do they help the business?

High-Level Content Report13 months of performance. What do you know?

Web Analytic DashboardHow can this help you make marketing decisions?

Fiscal Year ComparisonTurn this DATA into INFORMATION.

Social Media Analytic Dashboard

Courtesy of Josh Fitzwater, Director of Social Media, Kenyon College

What does this tell us about our audiences?

Analyzing People

Profile and Target Your Followers

• Listening vs. Participating

• Sharing vs. Creating

• Casual vs. Consistent

• Broad vs. Focused

Courtesy of Klout.com

Klout Style Grid

Example Klout Style Grid

• What do we know?

• How does this data help marketers?

Klout Style Grid

Sentiment Analysis

• False Negatives– “crying” or “crap” suggest negativity– Could also be “Holy crap! This is great!”

• Relative Sentiment– “I bought a Honda Accord.

Great for Honda bad for Toyota.”

“Seven Shades of Sentiment,” InformationWeek. June 25, 2012, p. 20.

Sentiment Analysis

• Compound Sentiment– “I love the phone but hate the network.”

• Conditional Sentiment– “I was really mad, but they gave me a refund.”

• Scoring Sentiment– “I like it.” vs. “I really like it.” vs. “I love it.”?

“Seven Shades of Sentiment,” InformationWeek. June 25, 2012, p. 20.

Sentiment Analysis

• Sentiment Modifiers– How does the emoticon apply? – “Gotta love the cable company :-(”– “I bought an iPhone today :-P”

• International Sentiment– Different cultures have different personalities– Japanese for crying = (;_;)

“Seven Shades of Sentiment,” InformationWeek. June 25, 2012, p. 20.

Analyzing Tools

Data Monitoring Tool Examples

• Server logs and Webalyzer

• Google Analytics and Webmaster Tools

• YouTube and Facebook Insights

• URL shortener stats– Bitly.com, ow.ly, goo.gl, is.gd

Data Monitoring Tool Examples

• Hootsuite, Tweetdeck, SocialEngage

• Woopra, Twentyfeet.com

• Quantcast, Alexa

• Radian6 (SalesForce), Webtrends, HubSpot, Vocus, ExactTarget

Monitor in 30 Minutes or Less

• 5 check Twitter for mentions, interactions, etc.

• 5 Check own blog feeds/comments• 5 Scan Facebook wall and comments• 5 Filter and flag content in LinkedIn Groups• 3 Scan Google/blog alerts for articles, etc.• 3 Review Facebook Insights• 3 Review YouTube Insights