Class 10 of Inbound Marketing University Analyzing Inbound Marketing (AZ401) Professor: Marshall Sponder, Monster.com, Web Analytics Association for Social Media

1. Analyzing Inbound Marketing (AZ401) Professor: Marshall Sponder , Monster.com , Web Analytics Association for Social Media

2. Analyzing Inbound Marketing June 19 th , 2009 3:00 - 4:00pm EDT (GMT-5) Analyzing Inbound Marketing (AZ401) Professor: Marshall Sponder, Monster.com , Web Analytics Association for Social Media

16. Incoming traffic to Webmetricsguru.com As you can see, for the period of time being examined, besides Google, Twitter is providing more traffic to my site than any other site, but there are many hints in the referral logs for sites that might be worthwhile to forge relationships or outreach.

17. Unusual Patterns I found in my site referral log You can also classify traffic by weather it’s from Social Media or not http://www.mintblogger.com/2009/05/how-to-track-social-media-traffic-of.html

18. Creating a Custom Segment for Social Media Traffic in Google Analytics http://www.mintblogger.com/2009/05/how-to-track-social-media-traffic-of.html

19. Custom Segmentation Traffic to Webmetricsguru.com from Social Media

20. Learn how to take action on the traffic you get Use Web Analytics to Compare Paid Search Traffic vs. Organic for Customer Acquisition Paid Search Organic Search Paid Search can be evaluated by the percentage of new visits (visitors), time spent on site, Pages per Visit and Bounce Rate. Paid Search appears to be delivering a better experience relative to Organic. But numbers can be deceiving – many more organic search visits vs. paid visits results in more conversions, overall, using Organic Search.

21. Taking note of Landing Pages look at the landing pages and find out if Advertising is being run well Paid Search Organic Search Paid Search is sending almost all it’s traffic to the homepage of this Art Site – that’s usually not recommended. Meanwhile, the Organic Search sends 74% of it’s traffic to interior pages of the site – that’s normally good. First 4 of 19,011 pages First 4 of 274 pages

22. Are the right Keywords driving traffic to my site? Keyword Quality – Are we going after the right keywords and is there content answering visitors’ needs (questions)? Most content doesn’t automatically convert but it’s Important to understand there’s two sets of goals and measurements 1 – Your customer/visitors goals 2 – Your goals

23. Have I harnessed my site to take advantage of The Long Tail? Long Tail Traffic answers visitors questions but there ’ s a lot of long tail traffic. Visitors have a lot of “questions” – queries containing words such as “buy, bought, sold, show (it’s an art site), acquire, etc, will bring up individual visits – but you can’t optimize your Site for every single visitor – or can you? Answer: You can , but you have design your site for it and have the content. CMS Platform being used will be crucial. Also, use HitTail.

24. Deciding what to do – filter for new subscribers to your site Analytics Rule 1 Best sites for advertising to obtain New Subscribers to Site’s Newsletter (per year): Depending on the sort order your results will be different Note: Need to export to Excel or Access and filter data multiple times Answer: artandauction.com, ltbmedia.com, vanityfair.com, artforum.com, Art.blogging.la, theartlawblog.blogspot.com, uber.com

25. Deciding what to do – filter on “Engaged Visitors” Analytics Rule 2 Best locations for attracting “Engaged New Visitors” Answer: Coudal.com, painting.about.com, the-artists.org, bowieart.com. Hirshorn.si.edu, Saatchi-gallery.co.uk, etc.

26. Deciding what to do – filter on finding the right keywords for your site Analytics Rule 3 Best Keywords for attracting “Engaged New Visitors” (Organic and Paid) Answer: artist, artist gallery, gallery listings, artists, new york galleries, artist directory and new york gallery guide.

27. Deciding what to do – filter on finding the right Paid Keywords for your site Analytics Rule 4 Best Paid Keywords for attracting “Engaged New Visitors” Answer: artist, artist gallery, gallery listings, artists and artist directory .

43. Find Influentials Using Facebook Grader http://facebook.grader.com/user/search

44. Find Influentials Using Twitter Grader http://twitter.grader.com/webmetricsguru

45. Find Influentials Using Twitter Grader in a specific location http://twitter.grader.com/location/?Location=New+York+City