As marketers it’s often difficult to justify a campaign. Determining return on investment is tough if there is no monetary return involved. How do you prove that what you are doing is working? This is where having some good tools available to provide data about consumer behaviors is invaluable. By now I have learned that the most valuable tool in a digital marketer’s tool belt is a good way to track web analytics. According to my web ninja expert Avinash Kaushik, “There is one difference between winners and losers when it comes to web analytics. Winners, well before they think data or tool, have a well structured Digital Marketing & Measurement Model. Losers don't” (Kaushik, 2012).
According to my husband, my tool expert, Craftsman makes the best tools- they are affordable, dependable and get easy to use. In my opinion, for most digital marketers Google Analytics seems to be the Craftsman of the marketing tools. It’s free, dependable and somewhat easy to use.
After last week’s snafu with installing my Google Analytics code, I recruited some technical assistance from a trusted web colleague I learned a valuable lesson about reading web code and am happy to report that I have successfully installed my Google Analytics code and am tracking usage! Turns out that I didn’t actually flop, I just fumbled a bit. While I correctly installed the code into my Blogger code, I installed it in the wrong place so it was not capturing all of my visitors.
I am happy to report that I have had 25 page views from 13 unique visitors! Now that I am collecting data accurately, I want more. This week I learned about Google Goals, Funnels and Filters and how these tools can provide valuable insight to marketers.
Here’s some new terminology I learned in this week’s DMC 642 lesson:
A Goal is a web site page that helps generate conversions for your site. Some examples of good conversion goals include a thank you page after a user submitted a form or a purchase confirmation.
A Funnel represents the path you expect visitors to take on their way to converting the goal (for example, adding an item to a cart, then filling out your shipping information, then your billing information on the next page, etc until your purchase is complete.
A Filter is applied to the information coming into your account to manipulate the final data in order to provide accurate reports. For example, a filter can be set up to exclude visits from particular IP addresses to not count internal user data.
(Wells, 2012).
According to an article from Smart Insights, “Setting up goals in Google Analytics is indispensable for any business looking to get the most from their digital marketing since you:- go beyond measuring visits to events happening on the site that show that customers have engaged with your business
- can track the value the site is generating for your business from these events
- see which traffic sources you’ve invested marketing in give rise to these goals
- review which content types and customer journeys on the site are helping achieve the go” (Chaffey, 2010).
Here are 10 examples of goals from Smart Insights.
1. Contact us forms
2. Quick enquiry forms
3. Call back requests
4. Registration forms
5. PDF Downloads
6. Product video views
7. Podcast downloads
8. Specific text links
9. Trial/Demo requests
10. Webinar/Event signups
2. Quick enquiry forms
3. Call back requests
4. Registration forms
5. PDF Downloads
6. Product video views
7. Podcast downloads
8. Specific text links
9. Trial/Demo requests
10. Webinar/Event signups
(Patel, 2012).
Aha! This week I realized that I have been using goals all along and never knew it. I never knew it because I never had the right tool for the job. I will definitely be asking our IT guy to install some goal reporting. If he’s not sure about how, I’ll direct him to this site Google Analytics Goal Set Up. Here are some examples of what a report can look like:
(Chaffey, 2010)
(Patel, 2012)
Once I got the basics of goals down, I moved on to funnels. Funnels are a great resource that I think most people are unaware of. This testimonial from the Google site sums it up best "Funnel reports in Google Analytics are crucial to our success. We work constantly to improve the user experience. Google Analytics gives us the insight we need to quickly see which step in the online sales process is broken so we can fix it immediately." (Google, 2012)
Allowing companies to track where in the purchase cycle a user abandons the process is a vital tool. If the majority of users are abandoning at a particular page, knowing this allows them to look closer to see what changes can be made to smooth the process. Hmm, that got me feeling a little bad about all of the times that I added items to a cart and then came back a few days later to place the order or worse never came back at all instead called to place the order.
Last but not least are the filter tools. I have been a friend of the filtering tools in Google Analytics for a few years. In my organization, I had a company IP address filter installed so that those employees who have our web site set as their home page would not inflate the number page views and visitors. But, until now I had only been using filters to keep people out of my data not to lump users in and gain valuable marketing information from them. This week I learned that I can use filters to help segment visitors (for example, determine how many users are coming to my site from particular domains such as Facebook or Twitter.)
Once again, there were a lot of lessons learned this week. For those of you keeping track, I think that I have now passed my white and gold belt testing in Web Ninja Training, I am now officially an orange belt web ninja!
References:
Chaffey, D. (2010, December 3). Google Analytics Goal Set Up. Smart Insights. Retrieved July 2, 2012 from http://www.smartinsights.com/google-analytics/google-analytics-setup/getting-to-grips-with-goals-in-google-analytics/
Google Analytics (2012). Case Study. Retrieved July 2, 2012 from http://www.google.com/analytics/customers/case_study_discount_tire.html
Kaushik. A. (2012). Digital Marketing and Measurement Model. Occam’s Razor. Retrieved July 2, 2012 from http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
Patel, P. (2012, May 30). Setting goals for B2B web marketing. Smart Insights. Retrieved July 2, 2012 from http://www.smartinsights.com/google-analytics/google-analytics-setup/10-goals-b2b-website/
Wells, M. (2012, May 21). Lesson 6: Successful Approaches in Google Analytics. IMC 642. P.I. Reed School of Journalism, WVU.
INTERNATIONAL CONCEPT OF WORK FROM HOME
ReplyDeleteWork from home theory is fast gaining popularity because of the freedom and flexibility that comes with it. Since one is not bound by fixed working hours, they can schedule their work at the time when they feel most productive and convenient to them. Women & Men benefit a lot from this concept of work since they can balance their home and work perfectly. People mostly find that in this situation, their productivity is higher and stress levels lower. Those who like isolation and a tranquil work environment also tend to prefer this way of working. Today, with the kind of communication networks available, millions of people worldwide are considering this option.
Women & Men who want to be independent but cannot afford to leave their responsibilities at home aside will benefit a lot from this concept of work. It makes it easier to maintain a healthy balance between home and work. The family doesn't get neglected and you can get your work done too. You can thus effectively juggle home responsibilities with your career. Working from home is definitely a viable option but it also needs a lot of hard work and discipline. You have to make a time schedule for yourself and stick to it. There will be a time frame of course for any job you take up and you have to fulfill that project within that time frame.
There are many things that can be done working from home. A few of them is listed below that will give you a general idea about the benefits of this concept.
Baby-sitting
This is the most common and highly preferred job that Women & Men like doing. Since in today's competitive world both the parents have to work they need a secure place to leave behind their children who will take care of them and parents can also relax without being worried all the time. In this job you don't require any degree or qualifications. You only have to know how to take care of children. Parents are happy to pay handsome salary and you can also earn a lot without putting too much of an effort.
Nursery
For those who have a garden or an open space at your disposal and are also interested in gardening can go for this method of earning money. If given proper time and efforts nursery business can flourish very well and you will earn handsomely. But just as all jobs establishing it will be a bit difficult but the end results are outstanding.
Freelance
Freelance can be in different wings. Either you can be a freelance reporter or a freelance photographer. You can also do designing or be in the advertising field doing project on your own. Being independent and working independently will depend on your field of work and the availability of its worth in the market. If you like doing jewellery designing you can do that at home totally independently. You can also work on freelancing as a marketing executive working from home. Wanna know more, email us on workfromhome.otr@gmail.com and we will send you information on how you can actually work as a marketing freelancer.
Internet related work
This is a very vast field and here sky is the limit. All you need is a computer and Internet facility. Whatever field you are into work at home is perfect match in the software field. You can match your time according to your convenience and complete whatever projects you get. To learn more about how to work from home, contact us today on workfromhome.otr@gmail.comand our team will get you started on some excellent work from home projects.
Diet food
Since now a days Women & Men are more conscious of the food that they eat hence they prefer to have homemade low cal food and if you can start supplying low cal food to various offices then it will be a very good source of income and not too much of efforts. You can hire a few ladies who will help you out and this can be a good business.
Thus think over this concept and go ahead.