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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 Minor Digital Marketing • 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 Minor Digital Marketing What is the situation….. Minor Digital Marketing What is the situation….. Minor Digital Marketing Take into account….. Minor Digital Marketing Caution when measuring.... Take into account….. Minor Digital Marketing Measuring: where do we stand? What is our situation? Minor Digital Marketing Take into account….. Minor Digital Marketing Take into account….. Minor Digital Marketing Take into account….. Minor Digital Marketing Research methods Minor Digital Marketing 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 Minor Digital Marketing Research methods • • • • • Usability, eye tracking Expert research; Tips, comments an review of visitors; Benchmarking Behavioral targeting Minor Digital Marketing Management based on Measuring Minor Digital Marketing Web statistics Surveys Usability tests Visitor feedback Financial administration Expert research Sources Integration Dashboard Online reserach Minor Digital Marketing 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 Minor Digital Marketing Alerts en News Minor Digital Marketing Trendpedia Minor Digital Marketing Social Media Monitoring Minor Digital Marketing Social Media Monitoring Minor Digital Marketing Social Media Monitoring Minor Digital Marketing Social monitoring Minor Digital Marketing Funnel (clickpath) analysis Minor Digital Marketing Efflux of the customer journey and online customer life cycle Funnel (clickpath) analysis Also in Google analytics Minor Digital Marketing Funnel (clickpath) analysis Alsoin Google analytics And more…… Minor Digital Marketing Usability testing Minor Digital Marketing • Prototype test • Online test Usability testing Minor Digital Marketing 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 Minor Digital Marketing 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 Minor Digital Marketing 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 Minor Digital Marketing Eye Tracking Minor Digital Marketing Eye Tracking Minor Digital Marketing Eye Tracking Minor Digital Marketing Eye Tracking Minor Digital Marketing Minor Digital Marketing 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 Minor Digital Marketing 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 Minor Digital Marketing A/B testing (experiment) in Google Minor Digital Marketing Multivariate testing Minor Digital Marketing More than two varieties Rating/Poll Quick and dirty research through the internet and user interactivity Minor Digital Marketing Online Survey Minor Digital Marketing Web Statistics Minor Digital Marketing The use of Google Analytics is free and closely connected to Google Adwords Web Statistics Minor Digital Marketing Google Analytics: From what countries do my visitors originate? Web Statistics Minor Digital Marketing Google Mobile: Analytics have been extended with info about the mobile devices of the visitor Measuring social media and Facebook Insights Minor Digital Marketing Other social statistics Minor Digital Marketing Most social applications provide statistics like Pinterest Researching the use of correct search words? Minor Digital Marketing