Web Analytics Blog

Social Analytics Service

Mayank Behl — Thu, 12 Jan 2012 05:23:18 +0000

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Social analytics would be the next wave after web analytics. Many companies are seeking social analytics service, but unfortunately there are no vendors. It’s the time to hit the market with a complete social analytics solution.

Social Presence Analytics - This service can include keyword search, mentions and brand presence in the social media space. Example vendors include: SocialMention, IceRocket, Backtweets, Topsy, and hundreds more.

Social Analytics – This service should be similar to web analytics with options of filters, segments, visulaisation, KPI’s etc. Example Analyze vendors include: Alterian SM2, Omniture SocialAnalytics, Radian6, Sysomos, and many more.

Project Management – This service will be similar to social analytics service above, but facilitate users to delegate work flow and integrate engagement capabilities. Example Engage vendors include: Crimson Hexagon, Hootsuite, Objective Marketer, Collective Intellect, and many more.

Business Intelligence – This is the advanced social analytics service integrated with business intelligence solution. It’s a hosted service offering with BI integrated with social analytics KPI and matrices. Example Facilitate vendors include: Mzinga, Pluck, Ning, Lithium, Jive, Telligent and many more.

Social Management – This service facilitates aggregation of all social media efforts, with social analytics. Example Manage vendors include: BatchBook, Flowtown, Salesforce Chatter, Yammer and many more.

Measuring Hidden Traffic not captured by Web Analytics tool

Mayank Behl — Mon, 09 Jan 2012 07:26:35 +0000

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If your website consists of downloadable resources like whitepapers, case studies, article etc, then there are chances of people downloading them directly from search engines, and bypassing your web analytics tool tracking code (in case your tool uses javascript implementation)

So, the actual search engine traffic could be much higher as portrayed by analytics tool. This is a common problem faced by all analytics tool where implementation is based on either javascript getting triggered or the pixel beacon getting hit through the website.

The remedy to this problem is the server logs. You need to simply look into those entries where the referral (please request your hosting provider to enable this feature if referrals are not captured in the logs) is any of the search engines (google, yahoo, bing). Below are the simple steps you need to follow to make this happen.

1. Take all server logs (for specified time period) in a single folder.

2. Run 'Find Command' from the DOS (cmd.exe) to include only search engine and save the output file in csv format

eg. C:\>find "google" *.txt>yahoo.csv

This command will find all entries with yahoo and save in yahoo.csv

3. Similarly, take entries for yahoo and bing

4. Using Pivot tables, filter only entries with pdf or excel or mp4 (or any downloadable content your site has)

5. This will provide all clicks on search engines that your web analytics tool does not provide.

6. Further more, you can also filter out the search terms (included in 'q' parameter in referral string) as well site position in google (included in 'cd' parameter)

Do let me know your thoughts on this.

ONLINE MARKETING IN 2012

Mayank Behl — Fri, 06 Jan 2012 10:44:24 +0000

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As we make plans for 2012 budget and plans, we need to consider trends and scope in online marketing space for next year. SoMoLo (Social.Mobile.Location) will continue to gain importance. SoMoLo would be building parameters for Digital Marketing. Mobile commerce would take upward trend in 2012. Latest comScore numbers reflects 38% of people transact on their phone, that portrays the potential mobile commerce has. Also, mobile blogging is the space to watch for next year. With recent launch of wordpress for mobile and similar CMS tools, we can expect mobiles to play important role in social marketing.

Use of app for Desktops and mobiles will continue to grow in all dimensions like entertainment, finance, and mobile usability. App analytics will be another area of interest for mobile marketers. HTML5 would play a role in creating mobile app, integrating videos, and other advanced functionality in the website. With advancement in mobile technologies, advertisers will gain improved visibility and insights into campaigns, allowing them to invest more accurately in performance advertising and paid search.
Social Media - More Emphasis would be on 'consumer ratings' and customer reviews on the web space. Study from Nielsen shows that 63 percent of social media users list “consumer ratings” as their preferred source for getting information about a business, product or service. Reputation management would gain more weight as online marketing strategy in year 2012. Google algorithm will include many social signals including online reviews and ratings. With more of content being generated in web space, moderation and monitoring of web content would gain importance.

Integration of BI (Business Intelligence) with Social Analytics would continue to grow and drive the ecosystem. Focus would change from socialization to personalization. Marketers will build closer relationship with the customer with increase in data mining and more granular information.

Online video Marketing will continue to grow with more conversion potential. Cisco forecasts online video marketing will account for at least 90 percent of all Internet traffic in next three years. This means that we will be migrating from “written content” to “picture content.”
Analytics is another area to watch for in 2012. With increasing awareness and requirement among the SME‘s and businesses; use of web, mobile and app analytics would increase and improvements in the website will be driven by actionable insights from the analytics tools. Social analytics will also pick up pace from few vendors today, it will be low hanging fruits for developers considering its high potential.

Video Promotions - Youtube

Mayank Behl — Sat, 10 Dec 2011 07:24:27 +0000

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Youtube is the second largest search engine after google, with more than 20 billion video views per month. It’s a big opportunity that cannot be missed out.

In 2012, video marketing will be revolving around ‘youtube marketing’. Below are some key points you need to follow for all your websites.

1. Add videos for the website, if not present. Any website can have videos (directly related or not), that needs to be informational, eye-catching and searchable.

2. If flash videos/ non-youtube videos are present on the site, need to upload them in youtube and use embedded url for the webpage.

3. Add annotations, descriptions, and captions using keywords as suggested by youtube keyword tool.
https://ads.youtube.com/keyword_tool

4.Videos should have links to the parent website in starting and end.

5. Promote video links in articles, bookmarks, forums etc. Also commenting and posting within youtube, yahoo videos and other sites.

Web Analytics Blog

Social Analytics Service

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Measuring Hidden Traffic not captured by Web Analytics tool

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ONLINE MARKETING IN 2012

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Video Promotions - Youtube

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