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Google Analytics

Google Analytics is a free enterprise-class digital marketing analytics solution that gives you rich insights into your website traffic and marketing effectiveness. Analytics is a hosted service that allows you to analyze your traffic data to better learn how customers are using your site. With Google Analytics, you’re more prepared to write better-targeted ads, strengthen your marketing initiatives and create higher converting websites. The primary benefits of Google Analytics are outlined below:

1. Track Advertising ROI

Syncing Analytics to your Google Adwords campaigns allows you to track sales and conversions by defining funnels and goal values. ROI tracking is particularly useful for identifying which keywords, and ad creative convert the best for your PPC campaigns. Analytics can also track display (CPM), contextual (CPC), mobile and TV ad placements to help you maximize return on your ad spend.

2. Cross Channel & Multimedia Tracking

Analytics is capable of tracking mobile websites, mobile apps and web-enabled mobile devices, including both high end and non-Javascript enabled phones. Analytics can also be configured to track usage of your Ajax, Flash, social networking and Web 2.0 applications. If you don’t have one of these yet give us a call and we’ll explain how you can benefit from social apps that engage customers across the social web.

Understand visitor intent, find out what your customers are really looking for and speed up time to conversion for your site and applications with Analytics visualization tools (graphs, charts and downloadable Excel files). Find out whether your site usage metrics under perform or outperform those of your industry. Opt-in benchmarking compares your key metrics against aggregate performance metrics while preserving the confidentiality of your data in a secure web-based environment.

If you’d like to ensure that your Google Analytics account is configured correctly for Cross Channel ROI tracking One Net Marketing provides expert level coaching and Analytics setup services that tie directly into our online marketing programs. Click here for more info.

3. Customized Reporting

Analytics provides an intuitive drag and drop report builder that allows you to create customized reports across multiple dimensions and metrics. Standard reports are also available for advertisers will less sophisticated reporting needs. All reports are saved and readily available via a custom Dashboard that you can email to others. Google Analytics can even be setup to monitor your reports and automatically alert you of significant changes in data patterns. This feature is particularly useful for monitoring new ad campaigns into uncharted content or keyword placements to ensure your ad spend is delivering a positive ROI. You can also set up custom alerts to notify you when specific thresholds such as conversion goals and traffic levels are reached.

Facebook Insights

Facebook Insights offers digital marketing analytics data for your Facebook pages to better understand your fans and their behaviour. Insights is visible only by page administrators and can be used to analyze metrics and trends such as likes, page views, impressions, daily active users, mentions and referrals. You can also gather demographic data on your fans and page visitors.

The Insights interface is segmented into two main sections; User Insights and Interactions.

The User Insights area provides data related to your users/fans. Metrics include; total likes, daily active users, new likes and unlikes, like sources, demographics, page views, unique page views, tab views, external referrers and media consumption (photos & videos).

The Interactions Insights is geared towards engagement and your Facebook posts. This area displays information pertaining to story feedback which includes; post likes, post comments and impressions per post in addition to daily activity which includes; mentions, discussions, reviews, wall posts and video posts.

All the data above can be downloaded in .csv format for easy import into Excel. Here at One Net Marketing we use the above data to populate weekly dashboard reports for our clients to identify key trends, acquisition costs and engagement metrics for our social campaigns. It’s recommended that you pay close attention to your Interactions Insights as this data is directly related to customers/users engagement with your brand.

Twitter Analytics

Twitter Analytics is currently in alpha and there is not definitive date for when it will be rolled out to the general user base. Nevertheless, we have some insights that we wanted to share to better prepare you when the Analytics tools deploys publically.

Twitter Analytics will leverage algorithms to display user engagement data such Tweet distribution, network influencers, and more. The emphasis of Twitter Analytics is on real-time stats that can be leveraged to adjust social tactics on the fly.

This is truly a break-through for interactive marketers who have been salivating for such real-time insight to help maintain continuity and top-of mind with followers and customers alike.

In the screen shot below, you can see how some of the above metrics are graphed and displayed. A bar graph displays your impressions, engagements and engagement rate for a specified date range.

Twitter Analytics is currently available to a limited number of US accounts. Being a Canadian online marketing agency, we don’t yet have access to Twitter Analytics. Most of the information above was aggregated from third party sources such as Mashable.com and TechCrunch. We will update this tool description as soon as we gain access and conduct a more thorough review. In the meantime please check out the Social Media tools section to see how you can monitor your Twitter campaigns via third party applications that connect directly with Twitter’s API.

Google Analytics for WordPress

Developed by Yoast.comGoogle Analytics for WordPress is a great Analytics extension that allows you to analyze WordPress-specific metadata such related to author(s), category, post type, logged in users, publication year, links and tags. You cannot be generated or view this level of data from your Google Analytics interface. Here’s a great video by the developers that explains everything from API authentication to the customization of and visualization of metadata from your WordPress site/blog.

YouTube Insights

YouTube Insight is a self-service analytics and reporting tool that enables anyone with a YouTube account to view detailed statistics about the audience for the videos that they upload to YouTube.com.

Metrics offered by YouTube insights included video views and popularity, demographics, engagement, discovery and audience attention. Each metric is broken down below.

Views and Popularity

Examine both an interactive graphical trend line and a heat map of where video views are coming from. You can adjust the period of time display and the continent, country, or even US state.

Demographics

See the age and gender of your audience. You can adjust time and geographical data to explore how your audience differs before, during, or after specific initiative or in specific regions.

Community Engagement

Observe how many times viewer’s rate, favorite, or comment on your videos.

Discovery

Understand how people discovered your video. See specifically which search terms on YouTube or Google led the user to your video, which related videos led to your discovery, or which websites embed your videos.

Audience Attention

The “Hot Spot” feature tells you which parts of your video are hot and which are cold by looking at bounce and rewind rate to videos of a similar length. At any time point in the video, you can see if more or less viewers are dropping off than on average.

The above data can be viewed for individual videos, or aggregated and analyzed from a channel perspective to better understand your audience, analyze marketing your efforts (both on and off YouTube) and determine how best to optimize your video campaigns.

YouTube Trends

YouTube Trends was created to track “viral video vibrations” and help you understand “what’s popping around you”. At least that’s what their catchy little video claims:

YouTube Trends is like a blog generated by robots. By robots we’re referring to algorithms that analyze millions of videos and user interactions across YouTube, and other major video sites, to deliver the hottest trending video topics online.

Inside YouTube Trends is a daily feature titled ‘4 at 4’ that displays 4 of the most popular videos are posted at 4am and then again at 4pm. The ‘Trending Videos’ section contains videos “embedded by tastemakers around the web that are on the verge of going viral”.

One of the most interesting features is the Trends Dashboard that allows you to compare video trends by region (country or state) and age demographics. In the screen shot below you can see the “most shared” videos amongst females, 25-34 years old from Canada, Sweden and Japan. You can also sort by “most viewed”.

Data junkies should love the new billboard charts, analytics and graphs promised by the Google Trends blogging team. At the time of writing Google Trends was only 1 day old and the blog was fairly bare bones. That said, we do think that Google is making a serious effort to surface video data to help marketers, and video producers alike, remove the guess work of creating “viral video campaigns”.

By aggregating trending videos, data and editorial insight, marketers can study hot topics by region and demographic to lessen the risk of producing video content that is passé, over-done or not outside the social jet stream.

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