Interactive Angle

Great Examples In How Social Media Can Produce an ROI

Thank you Colle McVoy for the tweet about this video.

Most interesting thought I just saw was - The head of social media in your company is the customer.

How true is this!

 

Google Insights For Search - Know What The World Is Searching For And When

 

A former colleague of mine recently introduced me to Google Insights for Search. The Google tool helps advertisers and marketers understand online search engine behavior. The tool offers a comprehensive set of statistics based on search volume and patterns. With this tool an advertiser or marketer can:

• Choosing Advertising Messages - Tool allows you to examine different types of messages and see how it resonates with Google's search audience. Even better the tool allows you to research new or existing markets by drilling down to a specific country, sub-region or metro area. 

• Examine Seasonal Trends - Tool also allows you to spot seasonal trends. For example you are able to view when search terms or phrases are Googled the most and least times during a specified timeframe.

There is a great deal of useful information to be gained from a tool like this. If you have had any experiences positive or negative with Google's Insights for Search please feel free to share them.

Thanks Bob!

Source: Google Insights for Search

 

Learn How To Create Impressive Web Analytic Dashboards - Excel Camera Tool

Analytics are the heart of any online program. They are the key vitals signs in measuring success. In a blog post I wrote in 2007 I said by having an analytics strategy in place it does two main things:

1. Establishes a baseline of expected behavior – Creating a baseline of analytics helps establish what normal activity is.  Once normal activity is established any deviations from what is normal success or failure can be determined.

2. Builds foundation to make sound business decisions – Another thing that a baseline does is it takes away what people think or feel.  It establishes a scientific approach to marketing to make better decisions when it comes to your marketing budget.

In addition to having an analytics strategy in place you need to also have a sound method to properly display and communicate the analytic results. Below I am going to share with you the art of creating a single page Web Analytics dashboard using Microsoft Excel and a feature within Excel called the Camera Tool.

The Camera tool is a hidden feature within Microsoft Excel. The tool gives you the ability to select a range of cells and make a live picture of the selected range that you can place anywhere in your Excel workbook. What the live picture means is that any change that occurs to the selected range of cells will be reflected within the picture. This includes formatting changes as well as changing a cell value. The real beauty of this tool is when creating a Web analytics dashboard your design is not constrained by the rows and columns of an Excel Worksheet. Before I give you a simple example of the Camera tool let me explain how to find it.

Adding The Camera Tool To Microsoft Excel 2003
The Camera Tool button does not show up on any default toolbars, so you'll need
to add it yourself. Here is how to add it to your toolbar.

1. Select the view menu
2. Within the view menu select Toolbars > Customize and a dialog box will appear
3. Within the dialog box on the left-side highlight tools
4. Within the right side of the dialog box scroll down, select the Camera icon and drag the Camera icon to a toolbar (See Figure 1 below).

Simple Camera Tool Example
Once the Camera tool is within your toolbar I have created a simple example to show you the power of this tool. Below is a link to download a Microsoft Excel 2003 file. Within the spreadsheet there is a single worksheet divided into the following sections. Raw data layer

• Raw data layer
• Format layer
• Design layer

At the bottom there are instructions for each layer to demonstrate the abilities of the Camera tool.

Click to download Camera tool example spreadsheet

Web Site Analytics Dashboard
Finally, I have created a single page dashboard that can be used as a monthly report for a Web site. Again, the file was created using Microsoft Excel 2003. Any feedback about the report or this blog post is greatly appreciated. In the future I hope to share with you other dashboard designs and useful tools.

Click to download monthly Web site analytics dashboard

Click to download PDF version of dashboard

Note: The above examples are offered as is with no warranty. InteractiveAngle.com accepts no responsibility for any loss arising from your use of them.

 

Google Analytics IQ - Free Lessons

Google Analytics is launching a skills qualification program.

The program is called Google Analytics IQ - or Google Analytics Individual Qualification. Once you're certified, you can help use Google to brand yourself to clients or enhance your status to your boss if you're in-house.

Train here for free with a set of lessons provided by Google.

Take the test for $50.

Source: Conversion University

Integrated Measurement strategy (Part 3)

Identify the key performance indicators (KPIs) and define an objective

When I start to create a measurement strategy the first thing I do is to define all the key performance indicators (KPIs) that will be used to measure the success of a project.  I usually create a table with a spreadsheet to house the KPI information.  Within the table I create either three or fours columns.  The first column within the table created I use for the name of the KPI, second column is usually the description of the KPI and finally the last column is the objective of the KPI.  If your project is an integrated program that involves many channels then I would also create another column to specify which channel the metric is coming from.  Once the table is created I go through each of the KPIs and define an objective.  This is a key step to the process.  When defining an objective I always ask myself, what will I learn from this KPI or what insight will I gain?  If I am unable to define a clear measurement objective for a KPI it is removed from the list. 

Integrated Measurement strategy (Part 2)

OK, you are in agreement with me to create a measurement strategy, but how do you accomplish this?  Below I have come up with a discipline 5-step approach to help you develop a sound measurement strategy.  The steps are:

• Identify key performance indicators (KPI) and define objectives
• Identify KPI sources
• Assign ownership(s)
• Determine frequency of KPI reporting
• Create a KPI template and define reports

In the following weeks I will walk you through each of the steps above and share with you the successes and challenges I have encountered.

Integrated Measurement strategy (Part 1)

Too many times throughout my career I have been on projects where the thought of measurement is the last thing that anyone wants to hear.  Every time I am put on one of these types of projects I get into a conversation as to why a measurement strategy is not only important, but it plays a key role in the success of a project.  I start out the conversation by referring to the sport I love – snowboarding.  Every time I snowboard I go with the mantra – “If I am not falling, I am not trying hard enough”.  Many times the excuses I hear regarding a measurement strategy is what if  my projects fails!  This reply always seems to astonish me.  My simple reply is failing is good as long as you learn from you mistake! By having a measurement strategy in place it does two main things:

1)      Establishes a baseline of expected behavior – Creating a baseline of metrics helps establish what is normal activity.  Once normal activity is established any deviations from what is normal success or failure can be determined.

2)      Builds foundation to make sound business decisions – Another thing that a baseline does is it takes away what people think or feel.  It establishes a scientific approach to marketing to make better decisions when it comes to your marketing budget.  Finally, it makes you look good!