The Art of the Business

A blog dedicated to artists who are serious about their business.

5 Ways to Use Google Analytics to Measure your Marketing Effectiveness: Guest Post by Michelle Strassburg February 24, 2010

Filed under: Guest post,Marketing Ideas — Rebecca Coleman @ 7:52 am
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As a business owner, one of your main goals is to generate sales through marketing, and another is to measure and keep those marketing costs down. Using the free web-based software Google Analytics it’s possible to keep tabs on your marketing expenditure and to measure how well (or not) your marketing is working for you. Most web platforms, from blogging platforms such as WordPress to shopping carts such as OS Commerce offer some type of integration with Google Analytics, so if you haven’t already, start by activating this feature.

Before we start – It is always a good idea to check that you’ve integrated Google Analytics and that the tracking code appears across all your pages. The people at SiteScan offer a diagnostic tool that verifies if your Google Analytics tracking code is installed properly on your website. It’s free and takes just a few minutes to report back.

5 ways to use Google Analytics to measure online marketing:

1. Measure user engagement – When you first start using Google Analytics, chances are you might be somewhat overwhelmed by the amount of information. Therefore, the first and easily understood factor to measure is how well users are engaging with your site. Head to the ‘visitors’ tab and look at bounce rate, time on site and page views per user. If your site is offering the information users are looking for, you’d expect to find low bounce rate and high time on site for example. Of course this will vary from one site to the other, and will depend on the type of information you offer.

2. Measure traffic sources – It is essential to get 360 degree visibility on the level of web traffic you’re getting and the origin this traffic. Head to ‘traffic sources’ menu option and ‘all traffic sources’. Now you will see the different web properties which are driving traffic to your site. You’ll notice that the information is displayed as source/medium. Source is the web property which sent you the traffic and medium refers to the type of traffic. This can vary from organic which is unpaid traffic from google search, to cpc which is traffic from paid advertising channels etc. If you’re paying for advertising for example, it is important through this option to get an understanding of what you’re getting for your buck.

3. Measure your KPIsKey Performance Indicators are a measure of performance which every business can set for itself and in Google Analytics these can be measured through setting up goals. Under the ‘goals’ menu you can set different visitor actions which will count as a goal. If one of your KPI’s for example is to measure newsletter subscription, this is precisely where you would look to measure this goal. Through goals you can measure almost endless user actions which is another reason why I find Google Analytics so useful for tracking and reporting. Setting up your first goal takes just a few minute, start by reading this how-to guide.

4. Measure e-commerce sales and total revenue – Google Analytics has an optional module which users can choose to install called e-commerce tracking. Designed for those business owners selling online, e-commerce tracking will report on the traffic sources driving web traffic to the site AND the revenue generated from each channel. It will also provide useful e-commerce insights such as average order value, conversion rates and could work as a basic stock management system. Google offers a handy one pager how-to guide to set up the e-commerce module, though it is best to use a web developer for this task.

5. Measure almost any web marketing channel – On top of the predefined traffic channels you’ll find in Google Analytics, you can tag almost any web traffic channel which will be displayed in your account. By adding a few tracking variables to any URL using this tool, Google Analytics can highlight this URL as a traffic source and report on its quality in terms of bounce rate, user interaction and e-commerce transactions. It’s possible to track social media traffic, traffic from Ad Display campaigns and recently also traffic from your RSS feed.

I hope you found my tips useful.

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Michelle Strassburg ia the marketing director at Wood and Beyond, sellers of hardwood floors and kitchen oak worktops. Michelle has over 10 years experience managing online marketing.

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How to Measure Effectiveness of Your Marketing Campaigns (Guest Post by Gagandeep Singh) December 7, 2009

Measuring the effectiveness of marketing campaigns is imperative to determine how successful it is. But still, most business owners don’t track their marketing campaign results and keep on spending their money, without knowing whether the campaign is effective or not. Measuring the accurate performance of any marketing campaign is very difficult but with the following tips you can easily collect enough information from your marketing campaigns to take informed decisions.

Select Metrics: First of all, you need to specify which metrics you will use to measure the success of your campaign. These are determined by the objective of your marketing campaign. For example, if the objective of your marketing campaign is to increase blog readership, then number of subscribers should be used as metric. But if the objective of your marketing campaign is used to promote your Brand, then you could use surveys as a measurement to know about the improvement in popularity of your Brand after the campaign.

Predict Results: It is impossible to predict the results of a marketing campaign unless it is completed, but you can speculate what results which you think can be achieved at the end. Many business owners just say, “we want to increase blog readership, let’s place ads.” This is a very unscientific approach which could create difficulty in measuring effectiveness at the end. Be specific with your predictions. For example, say “we will increase blog readership by 30%.”

Divide and Measure: Each marketing campaign targets various locations and uses different sources like online ads or local newspapers to promote. Divide your Marketing Campaign on the basis of locations and then divide them further in to various means of Marketing and measure the results. This technique can provide you with lot of hidden information.

Here’s an example: you are promoting a product in Place X and Y, both online and offline. After seeing the results, you conclude that online modes of marketing work better in Place X, and in Place Y, offline ads convert very well. So in the future you won’t be wasting money on Offline Promotion in Place X or on Online Promotion in Place Y.

Calculate ROI: ROI also defined as Return of Investment. It is measured by Value of Customer divided by Customer Acquisition cost Multiplied by 100. For example, if your marketing campaign costs you $5,000 and you acquire 10 customers where each customer generates $1000 in profit for you. Then Your ROI would be 10,000/5,000 * 100 = 200%. Higher the ROI, the more effective your marketing campaign is.

Eliminate Unmeasurable Actions: Each marketing campaign contains some parts which can’t be measured directly. For example, if you place an ad on a billboard, you can’t count how many people saw that billboard. To help track this, issue a discount coupon code for your customers and track the success of such ads with the help of these codes. The success of any such ad would depend on the number of times a coupon connected to that ad would be used.

Test, Tweak and Retest: Keep on analyzing results of your campaigns and then make required changes. Sometime a tiny change in headline can make drastic improvement s in your ROI. So keep on testing your campaign unless you achieve desired results.

Gagandeep Singh is an Internet Marketing Executive for Fortepromo, which helps Small Businesses promote their brand with high-quality promotional items.

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