online measurement: the corporate brand and the corporate web site by mark hill
DESCRIPTION
Mark Hill, Principal, The Group, looks at how web analytics can be used in measuring your corporate brand reputation at our seminar 18 May 2010TRANSCRIPT
Online measurement: The corporate brand and the corporate web site
Mark HillPrincipal – The Group
Drowning in data?
Unique visitors
Page views
Visits
Bounce rates
Paths
eMarketer poll, 2009
In one word, describe online brand measurement today
Revenue measures dominate
Most important metrics for measuring online campaigns successConversions or sales 82%Registration thru web site 55%Click-throughs 51%Unique page views 51%
Source: Forbes, 2009 Ad Effectiveness survey of US marketing managers
Who are my users? How do / did we reach them? Do calls to action work? Did they get a favorable
impression / change perception?
How successful is the site at achieving its strategic goals?
Online – brand owners need answers
E-commerce (revenue-driven) measures are not suitable for brand and content driven sites ...
There is no web analytics methodology to measure online corporate brands
Solutions
What can my web site tell
me?
User behaviour
Dwell timeCuriosityLoyaltyFamiliarityEngagementConsumptionKinship
Behaviour metrics are used instead of revenue measures
Articulate the brand
Brand stories
Mission and values
Responsibility content
Vision
Behaviour metrics can be used to measure strategic goals.
Behaviour metrics show quality differences in site experiences
Content owners can be made accountable for performance
Online brand measurement exists – using behaviours
And can applied to bring strategic rigour and accountability
Visibility of users, their content and actions has value to corporate communicators
Any questions?
Gaia Insight is a division of The Group, the interactive communication agency.
We specialise in behavioural web analytics and provide consultancy advice and an online analytics service.
If you’d like a demonstration of the Gaia Insight online portal please contact: