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DMK – week 6
Tio
Topics week 6
Minor Digital Marketing
Performance management;
Online Research;
• User Generated Reviews;
• Social monitoring among other HootSuite, Tweetdeck, Klout.com, Social
mention;
• Funnelanalyse/clickpath analysis;
• Eye tracking;
• A/B testing;
• Multivariate testing;
• Rating/poll;
• Web Statistics
• Google analytics;
• Facebook Insights;
• WordPress statistics;
• Other social media and statistics.
Performance Management
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• Performance management: the process of
evaluating performance based on online research;
• The outcome is related to the strategy: KSF, KPI,
targets
• The analyses provides information for adjusting,
continuation and extending actions;
• Performance management provides direction to a
company;
• Modern management is based on measuring
performance.
Performance Management
• Performance management is set up based
on objectives, KSF, KPI, Targets en actions;
• Performance Management is a
management information system providing
a helicopter view en direction
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What is the situation…..
Minor Digital Marketing
What is the situation…..
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Take into account…..
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Caution when measuring....
Take into account…..
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Measuring: where do we stand?
What is our situation?
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Take into account…..
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Take into account…..
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Take into account…..
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Research methods
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1. Formulating measuring objectives
2. Deploying applicable methods
3. Internet is eminently the medium for starting conversations with the
(potential) customers
•
Stimulate reaction, opinion. reviews and commitment
Research methods
Quantative research
• Web statistics
• A/B test and multivariate test
• (online) Survey
Qualitative research
• User test (usability)
• Registering eye movements (eyetracking)
• Social media
• Customer assessments and feedback
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Research methods
•
•
•
•
•
Usability, eye tracking
Expert research;
Tips, comments an review of visitors;
Benchmarking
Behavioral targeting
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Management based on Measuring
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Web statistics
Surveys
Usability tests
Visitor
feedback
Financial
administration
Expert
research
Sources
Integration
Dashboard
Online reserach
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User generated review
• Qualitative analyses
• What is the content of the message?
• What is the value of the message to a reader?
• What are the visitor’s comments?
• What is the rating?
• What is the follow up action/behavior?
• CT
• postpone
• ignore
• What is the added value to the company/product?
• Does the analyses match to similar reviews on othe
channels?
Social monitoring
•
Google Alerts
•
Google News
•
Trendpedia
•
SocialMediaCheck.nl
•
Klout.com
•
Clipit
•
Yahoo! Pipes
•
Hootsuite
•
Tweetdeck
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Alerts en News
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Trendpedia
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Social Media Monitoring
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Social Media Monitoring
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Social Media Monitoring
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Social monitoring
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Funnel (clickpath) analysis
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Efflux of the customer journey and online customer life cycle
Funnel (clickpath) analysis
Also in
Google
analytics
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Funnel (clickpath) analysis
Alsoin Google analytics
And more……
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Usability testing
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• Prototype
test
• Online test
Usability testing
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Usability testing
Usability testing is one the most important
actions to provide good content with added
value to a visitor. Positive for bounce rate and
engagement. Testing is blind or instructed;
Blind > intuitive providing organic result.
Instructed > focus on functionalities
Combined > deepen knowledge
• Online user testing
• Panel;
• Lab testing
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The USER is always
right………..
Usability testing
• Create a test plan;
• What are the objectives of the test:
• Site;
• Campaign;
• Landing page;
• Process phases in the e-commerce flow;
• functionalities
• Compile a list with tester characteristics for
selection of testers;
• Compile a list with (benchmark) criteria for
controlled testing;
• Provide transparent instructions to a tester;
• Test blind online (experiment, a/b en multivariate
testing) supporting the reliability of the research
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The USER is always
right………..
..so testing is actually
listening l and acting to
win success!
Usability testing
Objectives of homepage:
•Quick access to flight info
•Branding
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Eye Tracking
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Eye Tracking
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Eye Tracking
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Eye Tracking
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A/B testing
A
B
Version B converted an average of
18.7% more sales from Nov 22-Dec
15th 2011; but, from Dec 16-Dec 23rd
, it did even better, averaging 60.7%
higher conversions than Version A.
The only difference between the two
Versions was the headline and body
copy (or lack thereof) in the
homepage’s main panel.
Which Homepage Sold More Homebrew Beer Kits During the
Holidays? (Traffic Was Mainly PR-Driven.)
Although in hindsight, it makes sense
to adjust your copy length and benefits
for your seasonal visitors’ perspective,
the idea was a huge point of
contention between the site’s execs,
some of whom “hated” the winning
version… before they saw the results
data. Now, their 2012 design plans
include tweaked homepage versions
for all major holidays from Valentine’s
Day on.
A/B testing
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Landing Page A/B Test: Which
Version Increased Wedding
Registry Sign-ups from 3% to 6%?
A
Version A without top navigation
netted 100% more conversions –
visitors who signed up for a free
wedding registry account – that the
version with the navigation bar.
B
Key: the test only ran on registry
landing page. Traffic came from a wide
array of sources, including Facebook
ads, Google AdWords and SEO. The
site didn’t run the test on a homepage,
category pages or other pages that a
regular shopper would encounter.
That’s important because while
reducing distractions can often help
focused offer page results, it may be
disastrous store-wide.
A/B testing
Also Google Analytics:
Experiment where two
varieties can be tested
real time.
Google offers random
page to searches and
provides information on
the best results.
Thanks to Tiostudent Daan van Boerdonk
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A/B testing (experiment) in Google
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Multivariate testing
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More than two varieties
Rating/Poll
Quick and dirty research
through the internet and
user interactivity
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Online Survey
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Web Statistics
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The use of Google Analytics is free and closely
connected to Google Adwords
Web Statistics
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Google Analytics: From what countries do my visitors originate?
Web Statistics
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Google Mobile: Analytics have been extended with info about the
mobile devices of the visitor
Measuring social media and Facebook Insights
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Other social statistics
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Most social applications provide statistics like Pinterest
Researching the use of correct search words?
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