Lecture 6 1 dim analytics website blog and mobile apps 2016

DIM Analytics: Website/blog and mobile apps Digital (Interactive) Marketing (Lecture 6.1) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk @dimbsbu

https://dimbsbu.wordpress.com

Learning Outcomes • To explore key digital metrics related to measuring a website effectiveness • To explore key digital metrics related to measuring a blog effectiveness • To overview digital metrics related to measuring a mobile web effectiveness

“You can’t manage what you can’t measure”

(Peter Drucker 1960s)

Objectives determine Tactics Tactics determine Metrics (sMart) Metrics determine the analytics (tools)

What can you measure? and where?

(Digital Analytics Association 2014)

Main categories of Metrics COUNT = single number

RATION = a count / a count (‘per’) KPI

DIMENSION

Main categories of Metrics AGGREGATED SEGMENTED INDIVIDUAL

Key definitions

(a) Channel promotion metrics • Traffic drivers and referrals (where do people visiting your website/blog come from) • Percentage of all referrals • CPA (cost per acquisition) • Contribution to sales (or alternatives)

(b) Channel buyer behaviour

Pages and Visits Understand audience!

Unique visitors = number of distinctive people visiting your website/blog in a day. (using IP or tracking cookies)

Pageviews = number of total pages within the website that the total of visitors checked out during a visit

Understand engagement!

A view = the loading of a page

Pages and Visits (cont.)

Pages/visits = average number of pages that a person checks during one visit Understand engagement!

average number of pages that a person checks during one visit = 2/2 = 1

Pages and Visits (cont.)

Bounce rate* = percentage of Understand engagement! people that leave immediately after arriving at your website

*for e-commerce websites the bounce rate is low whereas for blogs - high

Pages and Visits (cont.)

Engagement rate (%) = (100 – bounce rate (%))

Pages and Visits (cont.)

Repeats

Understand engagement!

= visitor sessions / visitors

What else? (b) Channel buyer behaviour

Other metrics to consider: Understand engagement!

Understand audience!

• Time spent on website/blog Understand engagement! • New visitors / returning visitors • Landing pages (entry) / exit pages

PPV – pages per visit VPV – visits per unique visitor

Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p.466

Source: Chaffey and Eliis-Chadwick, 2012. Digital marketing, p.469

Summary: Analytics – key metrics and dimensions

Read more: http://mashable.com/2012/07/27/marketing-metrics/

• Audience and Behaviour dimensions – clickstream analysis and visitor segmentation • Clickstream – (1) pathway analysis (2) on-site search effectiveness • Visitor segmentation

(C) Channel outcomes - conversion • Registration on website / subscription to newsletters • A sale on website • A download • Request further information

Conversion rate = (1) Visitors (5000) to purchase (100) = 2% (100/5000*100%) (2) Visitors (100) to registration (20) = 20% (20/100*100%)

Conversion rate = Reach (1) Ad impressions (2) Click-through rate

Conversions and conversion attribution

What about Mobile Apps? • Marketing • Analytics