For a sizable large park, Tompkins Square Park lacked the crowd you would typically see in locations such as Union Square and Washington
I took a Search Engine Marketing class in which I learned to utilize different tools to analyze the marketing industry. The class taught me how to measure consumer behavior and how to determine different search results. Below I posted my final assignment answering what I had learned throughout the entire course.
1. Please write in detail how mobile and website analytics differ. (~200 words)
The biggest difference between measuring mobile versus website metrics is comparing how the users engage with a mobile application or website versus how they engage in an online desktop marketing. When comparing the web versus mobile there are different ways of looking at each funnel, identifying users, and measuring sessions. With the mobile and web funnel, web analyst looks at the sites visitors, page views, and events. The mobile analysis consists of users, sessions, and events. Analysts look at IP addresses and login authentications to identify users on their desktops while analysts measuring the mobile metrics look at who is logging in and what device is being used. A phone can still be tracked even if its cookies have been reset. Websites and mobile analysts track the sessions differently. Mobile tends to be more accurate because it looks more towards how users are interacting with their phones by measuring every swipe or movement on the screen or how long it takes before pressing any buttons. Websites track sessions as long as a user doesn’t get up for over 30 minutes. On desktops, generally, companies measure the users “clicks”. On mobile, companies measure the users’ engagement by studying how they interact throughout the device’s app or site.
2. Login to Google Analytics with the Drake Direct login. From February 13, 2009 – March 12, 2009, please detail the following:
462 visits and 494 page views stay on the site for 0-10 seconds,
63 visits and 162 page views stay on the site for 11-30 seconds,
66 visits and 216 page views stay on the site for 31-60 seconds,
68 visits and 286 page views stay on the site for 61-180 seconds,
44 visits and 230 page views stay on the site for 180-600 seconds,
25 visits and 112 page views stay on the site for 601-1800 seconds,
8 visits and 142 page views stay on the site for 1800+ seconds,
3. Login to Omniture with your provided login. For the month of January in 2010, please detail the following:
Home Page: Revenue: $32,492,517/80.7% Units: 61,899/80.6% Instances: 105,212/50.7%
4. Define the PESO model and what each part means. (~200 words)
This model refers to the four different categories paid, earned, shared, and owned. Paid correlates to any content on a website that is paid for on third-party channels or venues. These paid for methods include banner or displayed advertisements, pay-per-click advertisements and programs, sponsorships, and advertorials. Basically any form of content that a company would have to pay for. The earned refers to content such as those written by bloggers writing about different clients products and services and trying to influence others into buying what those companies are trying to sell. This is a more traditional method where companies have to start building relations with and try to get someone to writers to provide good content to their readers. The third method, shared refers tools that are controlled by consumers online and offline to influence those they know to buy your products or services by word of mouth. This includes technologies such as social media. The final method is owned. This includes any of the websites and properties that are owned and being controlled by that company or brand. This includes the company’s blogs, microsites, social networks (eg. Twitter, Facebook, YouTube), product websites, etc. The PESO model presents a broadened perspective for digital research and measurements.
5. Define E-Commerce, E-Media and E-Market and detail the differences between them. (~200 words)
E-Commerce, E-Media and E-Markets are the three different ways individuals or companies can sell their products or services to customers in the online world. E-Commerce is just a general store that is set up on the web. Here companies can sell their products to directly to the customers. Selling products online make it more flexible for companies to stock up on their inventories, choose their pricing points and product placements. This method also makes it quicker and efficient for customers to shop. Examples of E-Commerce websites are online stores such as Sephora or Macy’s. E-Media takes a different toll on how they earn their money online. These types of companies primarily make their money by allowing others to advertise on their websites. Usually they are also providing some other forms of content to viewers and allow them to subscribe. The higher the publishing company is ranked the more they would charge advertisement placement. This is easier to track online because these companies can measure which ads are engaging their viewers. Examples are sites such as Perez Hilton’s site or MSN. The third form is E-Markets where companies offer their service for sellers to vend their products through their website to other buyers such as Etsy or Amazon.
6. What is the robot name for BING? The original crawler Bing used was MSNBot. However, Bing currently uses the following four bots today: BingBot, Adidxbot, MSNBot, and BingPriview
7. What are three ways to achieve optimal SEO for your campaign?
8. Using Alexa, who is the leader in traffic between Macys, Bloomingdales and JCPennys? Bloomingdales
9. Detail how you would set up a PPC campaign for a new pair of Nikes. (~350 words)
To start up a PPC campaign for a new pair of Nike’s, the first objective would be to come up with a list of keywords and ad copy used for the advertisement. The keywords should be specific and not too general. This is vital, as it will help draw attention from possible consumers to buy from the website that is being promoted. The more general keywords also tend to be more expensive. The best position tends to be in the top 3 because the ad is better off to be ranked higher than lower. To choose which keywords you should look closely at how they are being ranked and sometimes at which words are being suggested. There should also be some sort of set budget.
The next is to figure out which search engines would be used for the specific ad campaign. Most searches are done through Google, so this should be chosen wisely as it can determine what types of people will start clicking on your ads. From this, Nike should also start to decide what pages they want clickers to land on from the PPC ad. Some search engines have set ups where one ad can branch out to land someone to multiple pages and another feature allows multiple ads to direct someone to one single page. This can help allow you to test out different copies made up for the ad to see which one would be the most successful.
Ad space is limited, so words choices in the ad should be thought about. The copy should be well written to entice and attract ‘well qualified’ visitors. To write a good message in the Nike ad there should be four things. The PPC’s should have a good call to action such as “start saving now” or “buy now”, calls to immediately, a simple and compelling message, and a good landing page URL.
Once all the PPC ads are established and running, the ads need to be tracked to measure how effectively they are generating traffic. The main metrics of tracking your PPC ads include Impressions, Click through Rates, conversions, sales, registration to clicks, and return on investments.
10. You are going to launch a new product (you choose) and you are in charge of measuring success online. Briefly describe what channels you would use, metrics you would focus on, and why you think this is the best way to measure. (~500 words)
For a new product line launch for the makeup brand Maybelline, I would use the following channels: microsite, search engines, product websites and social network websites (Facebook, Twitter, and YouTube).
The Microsites will be used to provide users information about the new Maybelline line. There will be content published on the site to inform consumers about the lines highlight key product attributes and benefits. The website will also provide an online forum where people can discuss any tips or concerns about the products. The forums would also be used for posting announcements/ events, press releases, product updates. The microsite will also include a section to display and updates frequently being posted on the Maybelline’s social networks. Top 3 metrics being measured for the microsites includes monthly unique visitors, average time being spent on the website, time being spent on the site and page views per unique visitor. This would be measured in order to determine how much attraction is being brought to the website.
Search engines would be used in order to drive traffic to the microsites and social network outposts. This would be the primary vehicle for the lines “paid” search advertising. Search engine marketing could also help drive page ranking for the company’s websites. The key metrics being measured are going to be click-through rates, conversion rates, and cost per clicks for the keywords being used in the Google Ad words and Bing ad campaigns.
The Facebook page would be used for generating customer engagement, discussions, and posting announcements. Through the company Facebook page, Maybelline can post any relevant links, engaging content and videos/polls/surveys. Consumers can be kept up to date with the company’s upcoming promotional events, contents, and view an archive of any of Maybelline’s Facebook posts. To measure the users’ engagement, the key metrics being measured would be the amount of like and comments, referral traffic, and people talking about the page.
The Maybelline Twitter has similar objectives to the Facebook’s objectives. It is going to be used to post any announcements and generate customer’s engagement with the brand. The Twitter is going to be used to promote any content such as events, posts on blogs and microsites, and for updating customers about contests. It would also be used to segment influencer. Through Twitter, Maybelline can start to build an online reputation. The key metrics measuring Maybelline’s Twitter engagement include a number of followers, mentions, retweets, and replies.
The last channel Maybelline will be using is another search engine and video platform, YouTube. It will be used to showcase videos from the company’s television and online advertising and video recordings. Paid for ads on YouTube can also be used to generate views to the Maybelline YouTube channel. Videos to update viewers and subscribers about any company-sponsored events and promotions will also be posted on the channel. The YouTube channel will also help link back to other social network pages and the microsite. In order to measure Maybelline’s YouTube channel’s metrics, the company would look at the number of view on each of the videos, the number of channel views, number of subscribers, number of referrals from other users videos, and page ranking on key terms on YouTube. YouTube also allows users to look at the viewers’ demographics and what kinds of people are looking at the brand’s videos.