Web Analytics Presentation:Social Media, Facebook advertising, Goal setting and tracking (64 pages

Measuring Social Media, Facebook advertising, Goal setting and tracking How traffic gets to a siteWhat we have to measure Unleashing the Ideavirus with Seth Godin PDF on blackboard for you How t he large players use social media Facebook Groups vs pages These are videos you can watch later Other Social Media Metrics Twitter counter Some traffic comes of its own accord It’s either from the strength of the brand or driven by live marketing or PR events Or from affiliate links Driving Direct Traffic with Email – a key retention tool Understanding email fundamentals and applying them Email marketing advanced tracking A word from the master Facebook vs Google Advertising The Master Digital Marketing Campaign Look alike audiences video Ad Words Lists Visitors of a page Visitors of a page who did not visit another page Visitors of a page who also visited another page Visitors of a page during specific dates Visitors of a page with a specific tag All users of an app People who did/didn’t use an app recently People who took specific actions within an app Google Rules •Analytics Audiences •All default Analytics data •Data imported from linked AdWords accounts •Data imported from linked DoubleClick accounts •Data imported via Data Import (e.g., CRM data, product meta data, custom data) Facebook happens all in one place, Google is divided between adwords and analytics Facebook does lookalike audiences easily, with Google you have to define an audience in adwords and pick it up in analytics Audience and Acquisition Devices and Demographics A quick trip round the audience and acquisition menus Goal Tracking and Events Types of Websites and business model Micro conversion Based on clickthroughs Possible B2B goal measurements We can analyse it as a matrix Moving people to act Your Collateral library - crucial for B2B marketing integrated with live marketing So what are the goals we need to set and how do we track them? Goal for e-commerce site Typical set of b2b goals Setting up Goals at the Google end Making analytics actionable Mr Kaushik’s words of wisdom