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50 Tools!50 Slides!50 Minutes?,[object Object],50 Tools!50 Slides!50 Minutes?,[object Object],@douglaskarr  @dknewmedia  @mktgtechblog @corpblogging,[object Object],Text MKTG to 71813 to Subscribe to our Newsletter,[object Object]
Web Analytics,[object Object],},[object Object],},[object Object],Your Site,[object Object],Many people focus all of their attention on their analytics applications to monitor the performance of their online marketing.  The problem is that website analytics only provides a view into a tiny sliver of your visitors’ activities.,[object Object]
Analytics Misses,[object Object],[object Object]
Identity
Social
SERPWebsite analytics miss search engine result page (SERP) activity, they miss the conversation that led visitors from social sites, and worst... they miss the actual identity of the people visiting your site.  They miss....,[object Object]
Analytics Misses,[object Object],[object Object],[object Object]
Ad
Social
Email
WebAnalytics paints a picture of simple paths to our site... but the reality is quite different...,[object Object]
Real Paths to Your Site,[object Object],[object Object]
Search
Social
Email
Web,[object Object]
Visitor Intent,[object Object],Not everyone visits your site to make a purchase, so there needs to be multiple strategies deployed that are developed based on the intent of the visitor.,[object Object]
Track Paths,[object Object],[object Object]
Adhttp://www.webtrends.com/Products/Analytics?source=display&detail=mktingtechblog,[object Object],<a href="order.html" onclick="javascript:pageTracker._trackPageview('/special/mypage');">Order Now</a> ,[object Object],It’s the website director’s job to ensure that campaign tracking is in use so they can monitor the performance of those paths.,[object Object]
Set Goals,[object Object],http://www.google.com/analytics,[object Object],Those paths can be realized by implementing Goals within Analytics to monitor the path’s performance.,[object Object]
Funnels,[object Object],Ad,[object Object],Call-to-Action,[object Object],Landing Page,[object Object],Confirmation Page,[object Object],http://www.google.com/analytics,[object Object],http://www.clicktale.com/,[object Object],And Funnels within Analytics to visually display the path’s performance.,[object Object]
Webmasters,[object Object],http://www.google.com/webmasters,[object Object],But what about SERPs? How does your search engine result perform on a SERP? That’s why we need Webmaster’s Tools.,[object Object]
SERP CTR,[object Object],http://www.google.com/webmasters,[object Object],We can monitor the click-through rate of our entries on a SERP using Google Webmasters... and adjust meta descriptions to improve CTRs.,[object Object]
Monitoring Rank,[object Object],http://www.authoritylabs.com,[object Object],We can use tools like Authority Labs to monitor our rank over time to see how site and content changes are impacting our search rankings.,[object Object]
User Behavior,[object Object],http://www.reinvigorate.com,[object Object],We can use tools like Reinvigorate to see if our users are actually using the paths that we build.,[object Object]
User Attention,[object Object],http://www.eyetrackshop.com,[object Object],http://www.clicktales.com,[object Object],We can use tools to see how users view elements on a page and in what order.,[object Object]
Improving Rank,[object Object],http://www.seomoz.org,[object Object],http://www.gshiftlabs.com,[object Object],http://www.brightedge.com,[object Object],We can use SEO monitoring like SEOmoz, gShiftLabs and BrightEdge to help us improve our site’s optimization.,[object Object]
Keywords,[object Object],http://www.semrush.com,[object Object],Do you already rank on Keywords? Analytics only tells you the keywords that drew traffic, what about the others? SEMRush,[object Object]
Places,[object Object],http://www.google.com/places,[object Object],If we’re location-based, we can add our business(es) to Google Places and utilize their Analytics to monitor CTRs from geosearches.,[object Object]
Copy,[object Object],http://www.tynt.com,[object Object],We utilize Tynt to see how many times people copied content from our site and how it impacted visits and search. Tynt.,[object Object]
Social Monitoring,[object Object],Other tools provide analytics, natural language processing and tools to monitor how your brand is talked about offsite as well as alerts to notify you of mentions.,[object Object]
Social Sharing,[object Object],And offsite sharing is HUGE when it comes to driving traffic... second only to search (while impacting search).,[object Object]
Social Networks,[object Object],How we think of networks: ,[object Object],The reality of networks:,[object Object],[object Object],Networks are evolving and becoming more segmented and complex. It’s necessary to utilize monitoring tools to keep on top of your company’s reputation.,[object Object]
Facebook Pages,[object Object],Facebook insights has released a new version, supplying more information on reach, audience and content.,[object Object]
Social Tracking,[object Object],Most social traffic, because of URL shorteners and redirects, shows up as Direct Traffic in your Analytics!,[object Object],Use URL Shorteners that provide Analytics,[object Object],Use Campaign Codes,[object Object],http://bit.ly,[object Object],http://www.hootsuite.com,[object Object],Combined with Analytics campaign codes, we can use Bit.ly or Hootsuiteto track how social is impacting our site’s traffic. ,[object Object]
Social Management,[object Object],http://www.argylesocial.com,[object Object],http://www.shoutlet.com,[object Object],Social management suites let you view, report and publish your social activity from a single platform.,[object Object]
Social Influence,[object Object],http://www.klout.com,[object Object],http://www.appinions.com,[object Object],http://www.followerwonk.com,[object Object],And now tools are evolving to measure people’s influence and authority in the social space. Klout, Appinions, FollowerWonk,[object Object]
Social Analytics,[object Object],http://www.pagelever.com,[object Object],http://social.webtrends.com,[object Object],Just as you measure on-site performance with analytics, now you can measure off-site analytics.,[object Object]
Social Segmentation,[object Object],[object Object]
Follower
Customer
Fan
Advocatehttp://www.lithium.com,[object Object],People that follow you want to be treated differently based on their dedication to you. Are you treating them differently?,[object Object]
Social Conversions,[object Object],http://www.argylesocial.com,[object Object],Tools like Argyle allow you to embed code on your site to measure actual conversions you’ve received by Social Medium.,[object Object]
Public Relations,[object Object],http://www.marketwire.com,[object Object],Tools like Marketwire allow you to check the stats of your Press Releases – measuring clicks and SEO visibility.,[object Object]
Email,[object Object],Campaign,[object Object],Content,[object Object],List,[object Object],http://www.delivra.com,[object Object],Email and RSS Feeds also provide traffic that is often measured as ‘direct’.  Using Analtytics for Email and Feeds is key.,[object Object]
Feed,[object Object],http://www.feedburner.com,[object Object],ERSS Feeds also provide traffic that is often measured as ‘direct’.  Using Analtytics for Feeds is key.,[object Object]
Internal Search,[object Object],Google Site Search,[object Object],Turning on internal search and understanding what people are searching for within your site will help you improve your site.,[object Object]
Trends,[object Object],http://www.google.com/trends,[object Object],http://www.hashtracking.com,[object Object],Beware of measuring day to day, week to week or even month to month.  Your site’s traffic will change based on behavior that’s often outside of your control. Watch the trends.,[object Object]
Businesses,[object Object],NameTag,[object Object],Hubspot,[object Object],Businesses can reveal themselves by identifying the IP address where the page was requested from!,[object Object]
Mobile,[object Object],iPhoney – A mobile emulator,[object Object],http://www.gomez.com/cross-device-website-compatibility-test/,[object Object],Consumers are using the web on mobile devices more and more.  Are you changing the user experience based on their device?,[object Object]
Tablet,[object Object],iPad Peek – http://www.ipadpeek.com,[object Object],Consumers are using the web on tablet devices more and more.  Are you changing the user experience based on their device?,[object Object]
Segmentation,[object Object],Google Analytics offers basic segmentation for your reporting.  Are you segmenting based on prospects, customers, or your own staff’s interactions with your site?,[object Object]
Custom Reports,[object Object],Google Analytics also added customer reporting.,[object Object]
Marketing Ecosystem,[object Object],Content Curation,[object Object]

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