analytics: Measure, Analyze, Act!

1. analytics: Measure, Analyze, Act! Indiana University Communications Thom Atkinson • Chris Brown • Bob Molnar • Jenifer Wesner

2. Agenda • Marketing Campaigns – Measuring Your ROI • Measuring Across Diverse Media • On the Horizon:Up & Coming Analytics Solutions • Conclusion

3. “If you're not measuring, you're not marketing.” - Tweet from Michael Regoli(@michaelregoli), of IU Bloomington, at the 2011 Communications & Marketing Conference

4. Measuring your ROI

5. The Analytics Process Measuring Your ROI

6. Introduction – What are analytics? Measuring Your ROI • Analytics are the measurement, collection, analysis and reporting of audience data. • Track Performance • Understand Audience • Enhance Content • Improve Usability • Optimize Experience

7. Why use analytics tools? Measuring Your ROI • LowBarrier • Inexpensive…even FREE • Non-Disruptive • Robust Data Collection • Complex Analysis and Reporting • Tracking Methods for Most Mediums & Platforms

8. Why use analytics tools? Measuring Your ROI • PotentialOpportunities • Discover New Audience Segments • Identify Relative Topics • Target Most Effective Sources and Channels • Personalize Messaging • Improve Pathways

9. Why use analytics tools? Measuring Your ROI • HigherYield • Increase Reach and Engagement • Maximize Efforts and Resources • Capitalize on Emerging Trends • High-Quality Responses

10. Limitations of analytics Measuring Your ROI • SamplingErrors • Anonymous Users • Technology Blind Spots • Specificity • Behavioral Measurement • Limited Demographics for Public Audiences • Passivity • Informs vs. Affects

11. Metrics vs. Trends Measuring Your ROI • Metrics • Single Snapshot • Current Measurement of a Specific Value • Possibility of Outliers • Trends • Measurement over a Period of Time • Reliability (Lower Margin of Error) • Reactive vs. Responsive

12. Campaign Performance and ROI Measuring Your ROI • Campaign Variances • Typically Multi-Vehicle • Message Diversity • Defined Call-to-Action(s) • Multiple Touches • Analytics • Media-Specific Tools • Comprehensive Platform

13. Measuring Across Diverse Media

14. Measuring Across Diverse Media: Social Media

15. Social Media Metrics - Facebook Measuring Across Diverse Media

16. Social Media Metrics - Facebook Measuring Across Diverse Media

17. Social Media Metrics - Facebook Measuring Across Diverse Media

18. Social Media Metrics - Facebook Measuring Across Diverse Media

19. Social Media Metrics - Facebook Measuring Across Diverse Media

20. Social Media Metrics - Facebook Measuring Across Diverse Media

21. Social Media Metrics - Facebook Measuring Across Diverse Media

22. Social Media Metrics - Facebook Measuring Across Diverse Media

23. Social Media Metrics - Facebook Measuring Across Diverse Media

24. Social Media Metrics - Twitter Measuring Across Diverse Media

25. Social Media Metrics – HootSuite (Third Party Application) Measuring Across Diverse Media

26. Social Media Metrics – HootSuite (Third Party Application) Measuring Across Diverse Media

27. Social Media Metrics – HootSuite (Third Party Application) Measuring Across Diverse Media

28. Measuring Across Diverse Media: Email Marketing

29. Email Marketing - WhatCounts Measuring Across Diverse Media • IU-hosted server • Easy to use web interface • Cost between $300 for 100,000 e-mails to $3,000 for unlimited e-mails and subrealms • Click through Analytics, and tie in with web site analytics

30. Email Marketing - Deliverability Measuring Across Diverse Media • While world wide deliverability continues to decline ( currently 76.5% average ) we are able to maintain > 99.7% deliverability.

31. Email Marketing - Analytics Measuring Across Diverse Media • Bounce Rates • Soft Bounce—an email address is temporarily unable to receive messages (e.g., mailbox is full). • Hard Bound—an email address is permanently unable to receive messages (e.g., revoked email accounts). • Delivery Rate—When a sending server receives an acknowledgement from a receiving server, a message is marked as ‘delivered’ (true even if the message bounces).

32. Email Marketing - Analytics Measuring Across Diverse Media • Unsubscribe Rates—When a reader chooses to no longer receive the specific stream of communication. • Global Opt-Out—When a reader no longer wishes to receive any further communication from the sender (all communication). • Complaints—A reader has marked your message as spam.

33. Email Marketing - Analytics Measuring Across Diverse Media • Click-through Rates • Total Click-through Rate—Total number of link clicks an email receives as a percentage of subscribers. Good measure of how popular the messages content is. • Unique Click-through Rate—Total number of unique link clicks an email receives as a percentage of subscribers. Tied to individual users (not devices). • Click to Open Rate—total links clicks as a percentage of opens.

34. Email Marketing - Analytics Measuring Across Diverse Media

35. Email Marketing - Analytics Measuring Across Diverse Media

36. Email Marketing – Best Practices Measuring Across Diverse Media • Keep “Calls to Action” at the top 300 pixels:https://www.indiana.edu/~iuwebdev/projects/e-vites-templates/other/iuk/index.html • Have an equal mix of image and text: https://www.indiana.edu/~iuwebdev/projects/e-vites-templates/customizable/football-opener/index.html • For Deliverability, add a physical address: http://www.iu.edu/~iuwebdev/projects/ceremonies/html-emails/john-ryan-memorial-evite/production/index.shtml • Try to remember all while creating your perfect email:http://www.iu.edu/~iuwebdev/projects/113-days-of-art/2012-07-11/production/

37. Email Marketing – Best Practices Measuring Across Diverse Media • Design in a grid • Use the old HTML 4 & inline styles • Keep “Call to Actions” in the top 300 pixels • Include a properly formatted physical address • Throttle large distributions • Limit width to 600 pixels • Test in major e-mail clients • More IU Communications best practices at: go.iu.edu/5Kh

38. Measuring Across Diverse Media: Web & Campaigns

39. How Google Analytics Works, Part 1 Measuring Across Diverse Media

40. How Google Analytics Works, Part 2 Measuring Across Diverse Media

41. Google Analytics Blind Spots Measuring Across Diverse Media Private Browsing Disabled Javascript BlockedCookies VPNConnections Multiple Devicesor Browsers Removed Cookies

42. Google Analytics Profiles Measuring Across Diverse Media Google Analytics excels at segmentation reporting. You can configure multiple account profiles to measure segments. TIP: Always define an unfiltered profile!

43. Google Analytics Filters Measuring Across Diverse Media Help define segments Can apply to multiple profiles Cannot process legacy data Types: Pre-defined Custom

44. A goal is a website page that serves as conversion for your site – i.e. completion of call to action. • Form confirmation • Downloads • Purchase • Time on site • Negative goals (e.g., less than X minutes in a site visit) • A funnel represents the path that you expect visitors to take on their way to converting to the goal. • Conversion rate • Visitor goal abandonment • Bottlenecks • Goals and Funnels Measuring Across Diverse Media

45. Goal Funnel Measuring Across Diverse Media

46. Goal Visualization Measuring Across Diverse Media

47. Two Chief Questions Google Analytics Can Answer Measuring Across Diverse Media • How can I better understand my audience? How can I better understand my site content?

48. It’s all about … Measuring Across Diverse Media

49. Source Measuring Across Diverse Media • Source is the origin of a website visit • Types of sources: • Direct – typing a URL, or from a bookmark, or from a browser’s history, etc. • Referral – from an external (non-search engine) site • Campaigns – links associated with periodic or ongoing marketing campaigns • Organic – from a search engine

50. Organic Sources Measuring Across Diverse Media • Largest segment and single-most important type of source • Google is the biggest player • You can improve SEO by researching the organic segment • Segment further by looking at non-branded keywords