StayOnSearch

Live From SMX Seattle: What You Should Be Measuring – But Aren’t

Mark Thompson June 4, 2008

Actionable Web Analytics 

Moderator:

Chris Sherman, Executive Editor, Search Engine Land

Speakers:    

Akin Arikan, Senior Manager, Internet Marketing, Unica Corporation

Christine Churchill, President, KeyRelevance

Rich Devine, Director of Search, ZAAZ

Ryan Gibson, Director of Marketing, Rimm-Kaufman Group

Christine Churchill

63% of purchases by consumers who conducted online searches for various product categories occur offline.

Many companies push prospects to a phone call or other offline channels

  • Allows the marketers to use the power of voice to convert prospects. When they get the customer on the phone they can add the personal touch and can answer any questions they may have.
  • Appropriate for businesses requiring “high touch” or higher-end products
  • Works for B2B and companies with long complicated sales processes
  • Common for local companies that have tangible products

She showed an example from Omniture of On-line and Off-line analytics that can be measured.

Simple:

  • Make assumptions based on sales
  • Anedotal Data
  • In-store surveys

Immediate:

SWAG it from limited pilot tests

  •     Unique phone numbers
  •     Determine online-offline ratio
  •     Offer coupons or special offers

Advanced:

  •     Customer Tagging: tie the online cookie with the offline customer number or credit card data of offline purchases
  •     Use of Unique phone numbers: Track where they are coming from
  •     JavaScript provides different number based on referrer
  •     Pay-Per-Call

Christine went on to summarize:

Normal online analytics don’t count offline conversions.

Offline conversions can be considerable, depending on your business. Offline conversion information is vital to making informed online marketing decisions.

Ryan Gibson

Ryan felt we need to go back to the basics with your paid search programs. You want to manage at least to the keyword level, or preferably the ad level.

You really want to look at the difference between brand and non-brand terms. Those branded terms may drive sales further down the sales cycle.

Typical Measurements:

  • A/S: Ad Spend to Sales
  • ROAS: Return on Ad Spend
  • ROI: Return on Investment
  • CPO/CPA: Cost per Order/Acquisition

He said to be careful with Click Through Rate because you are not sure what type of traffic you are driving to the site. It is not a very good metric.

He goes through the Life Time Value of a customer. Are they coming back and purchasing again?

What other actions are you finding from these consumers?

  • Email Sign Up? Request a catalog? Other downloads?

Rich Devine

Started off by introducing himself and promoted his book, Actionable Web Analytics.

He talks about the key to truly optimizing your PPC campaigns is looking at where people came from to get to a conversion. You want to understand the path that the customer took to lead to a conversion.

Building a Monetization Model

  • Confirm business goals
  • Identify & align site goals to business goals
  • Establish accurate, key site metrics (web analytics)
  • Identify key site behaviors or “Micro-conversions”

Be able to access all available data sources

  • Web Analytics
  • Financial Data
  • CRM Data
  • Any other data points you can analyze

Rich closes with trying to match an analytics tool with what the goals and needs are of the client.

Akin Arikan

Book: Multichannel Marketing

Search is not along…

  • Social Media, Online Ads, Offline Ads, Relationship Marketing, Direct Marketing

Can you make your search programs more effective by doing offline programs in parallel?

He goes on to talk about monitoring the customer throughout the sales cycle. He talks about Blog Monitoring and Text Mining.

Related blog posts related to this session:

What You Should Be Measuring – But Aren’t by Justin Davy

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