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12.04.07
SES - Metrics
Challenges & Measuring Success
 By Navneet
Kaushal
Meet the Web Analytics Players: Vendors from major web analytics
services each cover different metrics challenges plus answer questions
about measuring success and their tools in general.
Moderator: Frank Watson, Head Search Marketing,
FXCM
Speakers: Chris Knoch, Principal Consultant, Omniture,
Inc, Thomas Grant, Director - Internet Marketing Solutions, Unica
Corporation, Kristen Nomura, Sr. Account Manager, Google Analytics.
Chris Knoch, Principal Consultant, Omniture, Inc was the first on
to speak, he went on to describe six types of analytics as they've
grown more and more important over time.
Traditional SEM: Impressions, clicks, and conversion.
Making use of modern analytics entails mixing the traditional with
newer analytics such as impression, click, site interactions with
content with content, and conversion.
Universal Metrics: Bounce rate (those who leave
after 1 page), time on the site per visitor, page view per click, "metrics,
analytics," "success events, or "KPIs" refer to the same things.
Conventional Retail Metrics: orders, revenue, conversion
rate (orders/clicks), cost per order (cost/orders).
Modern analytics: Technology has led to the advent
of analytical measures such as Average order value, visit yield,
average retail, cart creations, cart conversion rate, cost per cart
creation, checkouts, checkout conversion rate, cost per checkout,
monthly unique visitors, average time on site, days since last visit,
return visit frequency, advertising cluck rate, revenue per page,
ad impressions, ad clickthrough rates, and subscriptions.
Lead generation metrics: leads initiated, total
leads completed, lead conversion ratio, lead completion ratio, and
cost per lead.
Financial vertical metrics: Applications initiated,
applications saved, applications completed, application value, and
applications approved.
Then it was the turn of Thomas Grant, Director - Internet Marketing
Solutions to share his ideas. He talked about the evolving marketing
channels, which entail a mix of both offline as well as online aspects,
he acknowledged that a lot of conversions take place offline...
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Reading Article
About the Author:
Nav is the founder and CEO of PageTraffic,
a premier search engine company known for its assured SEO service,
web design and development, copywriting and full time SEO professionals.
Navneet has wide experience in natural search engine optimization,
internet marketing and PPC campaigns. He is a prolific writer and
his articles can be found in the "Best Articles" section of many
websites and article banks. As a search engine analyst , he has over
9 years of experience and his knowledge is in application here. |
