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