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Reading Kaushik (Part 8): Web Metrics

Web Metrics Demystified

  • Four Attributes of great metrics:
    1. Uncomplex – people have to understand the metric
    2. Relevant – every business is unique
    3. Timely – A fast approximately result is better than a perfect result that takes ages
    4. Instantly useful

Six Web Metrics / Key Performance Indicators To Die For

  1. Conversion Rate: focuses on outcomes, force objectives
  2. Average Order Value: helps you to qualify traffic / campaigns, always see AOV in context
  3. Days & Visits To Purchase: help you measure success correctly, segment
  4. Visitor Loyalty & Recency: engaging experience and marketing campagin effectivness
  5. Task Completion Rate: use VOC
  6. Share of Search: e.g. use Compete, google, hitwise

Brand Measurement: Analytics & Metrics for Branding Campaigns

  • Why are you doing the branding campaign?
  • Measurement Recommendations:
    1. Attract new customers
    2. Share your business value proposition: Visitor Loyalty & Recency
    3. Increase your sales
    4. To drive offline action: measure likelihood to recommend and to make an offline purchase, track phone calls
    5. Introduce your business: measure micro and macro conversions
    6. To snatch up market share of your competitors: Share of search
    7. To position yourself: primary market research, google insights, orbitz

Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value

  • Conversation Rate: #Comments/Replies per Post
  • Amplification Rate: #Retweets/Shares per Tweet/Post
  • Applause Rate: #Favorites/Likes/+1 per Post
  • Economic Value

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