Consider Advanced Analytics to Drive Business

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Del curso dictado por University of California, Davis

Advanced Search Engine Optimization Strategies

305 calificaciones

University of California, Davis

Advanced Search Engine Optimization Strategies

305 calificaciones

Curso 5 de 6 en SpecializationSearch Engine Optimization (SEO)

This course focuses on technical, mobile and social strategies for increasing site traffic. Learn how to build SEO for international audiences through content localization, global team alignment and optimizing for local search engines. Discover techniques to optimize mobile-friendly websites, get mobile apps discovered, and leverage social media to drive organic SEO traffic. You will also learn how to identify key SEO metrics and collect, interpret, validate, and report success to your clients and stakeholders.

De la lección

Identify Metrics to Drive Performance

Welcome to the final module in this course. In this module, you will discuss the concepts to measure key metrics and conduct data analysis to bring value to stakeholders. You will recognize and use practical tips to quantify success, overcome common mistakes, and resolve data analysis errors. You will explore various tools and analytic packages, then use these to measure what matters. You will begin to use advanced analytics to drive business, and be shown how to analyze data reports to increase revenue. You will also discover enterprise-level platforms that enhance performance. All of this comes together to help you make sense of today’s data to provide future insights for yourself and your stakeholders.

Introduction to Identify Metrics to Drive Performance1:59

Make Sense of Today’s Data to Provide Future Insights3:57

Overcome Common Mistakes & Errors in Data Analysis7:20

Quantify Success with Many Useful Metrics13:49

Measure What Matters with Data Analysis Tools5:25

Benefit by Learning to Use Google Analytics3:24

Analyze Data Reports to Increase Revenue4:48

Consider Advanced Analytics to Drive Business8:15

Enhance Performance with Enterprise-Level Platforms4:25

Conoce a los instructores

Dave Lloyd
Senior Manager, Global Search Marketing
Adobe Systems

Welcome back, in this lesson we will look at some examples

from the industry on intermediate and advance types of reporting.

This may appeal to those who already have a good basis in basic SEO or

digital marketing reports but are looking for

different ways to share with their clients or stakeholders what matters.

In order to do these reports requires some knowledge, resources, and a commitment

to really think about how this data can best represent your objectives.

Some of the visual examples will give you a good understanding of

what's possible for you, too.

But don't stop there.

Begin to experiment with sample data to create reports from some of

these that might appeal to you.

In this lesson you'll learn when and why to use more advanced reports,

what combinations of data might be useful to share In what format or

data story you want to tell?

Advance reporting in analytics requires that you have a talent, skill and

teams to gather and interpret the data and

client sophisticated enough to appreciate the data and make use of it.

I stipulate this because advance reporting and

analytics cannot be done by a small team typically.

When they have other SEO or web initiatives to consider.

It requires people who have a dedicated skill set, talent, and

aptitude for this particular area.

Advanced analytics requires use of a dashboard.

Marketing dashboards shows a baseline of past performance.

Some indication of targets around key performance indicators or goals.

Defining KPI's that are important to top management teams with a little bit of

context based on the business strategy and

reporting as far up the sales cycle as possible closest to revenue.

Ultimately, you want to present these KPI's against the target

performance at a quarterly, monthly, or weekly cadence.

Providing insights around why the performance is up or

down relative to targets and offering actionable strategies to

help counteract negative performance or continue what's positive.

You may choose to present these in a slide format, Excel, or

in some other format that includes talking points.

Dashboard provide insights and insights drive business actions.

Analytics is a whole study in and of itself.

Firms or companies that want to be data driven usually struggle with connecting

analytics to action.

Very few companies are good at this, so data and

analytics are only a means to an end.

Aimed to use data and analytics to develop insights that drive business actions with

people, process and technology in mind.

This should become part of your company's culture.

The end of the say,

data analytics is about developing a story with insights that support the story line.

The narrative should measure performance and chronicle negative or

positive movement.

The story you're creating will carry on into the future to support company

objectives.

Now take this with a note of caution.

Once you go down the line of looking at the advanced analytics,

you'll need buy-in.

Company culture must support it.

Once that culture is in place, start with the basic performance chart,

nothing complicated.

Just show month over month changes across different buckets of KPIs that matter.

You could provide color-coded indicators in green, yellow, and red to show where

you're moving ahead, cautious, or have stopped relative to shared goals.

When you make the data clear to interested stakeholders you better communicate

your story well.

Advanced analytics moves the conversation from just SEO to larger issues like

e-commerce or b-to-b lead generation.

Here are some issues to be considered.

Number one, return on investment.

Number two, year-over-year growth.

Number three, customer lifetime value.

Looking at how much you're deriving from a particular customer or cookie visitor.

Number 4, average order value of SEO traffic versus other marketing channels.

Number 5, conversion rate of SEO traffic versus other.

And 6, determining the customer acquisition cost.

Theoretically it's free for SEO, but you could put a pretend or initial number

against cost and then compare SEO performance against other paid channels.

Other common e-commerce metrics are related to number seven,

cart abandonment rate, number eight, purchase intention, number nine,

search penetration, and ten, even visitor satisfaction.

By evaluating SEO performance in the context of larger website initiatives and

other metrics available, you can begin to do multichannel or

omnichannel marketing and have the data to backed that up.

Then you can start to assess for various channels and

other marketing channels by asking what kind of performance measurements

you want to have in determining how to compare and contrast

the value of different marketing channels for various objectives that you're after.

One way of sharing data is to provide two or three top level metrics that talk about

performance from search, the contribution to a e-commerce or

lead gen KPI and how many conversions

are you seeing from the SEO channel to those ultimate objectives?

You also might slice the date based on the market share you're seeing

from different search engines.

For example, compare the percentage from Google to that of other search engines

compare the contribution toward revenue goals from each

search engine to determine where you see the greatest efficiency.

Try to break this down into a percentage that ultimately shows you going from

a search engine down through a visit or trial of e-commerce metric

since that can be a very effective story for an executive.

You can also evaluate using advanced analytics at the keyword level.

You can take a bucket of keywords that contribute to particular page or URL and

look at the opportunity of those keywords.

You might be considering metrics such as search volume, competitive positioning

where your competitors are ranking for particular terms differently than yours,

and looking at a bucket of keywords for a particular URL or

product line then comparing performance against other marketing channels.

This is another great way to communicate the value of a particular

keyword focused campaign against initiatives.

As you think about multi channel data analysis, you might want to consider

the contribution of SEO against other channels.

Again this requires a team qualified to deliver this level of insight.

You can gain a sophisticated and complex view to the performance of each marketing

channel by looking at things like direct entries to the website.

SEO performance, paid-search performance, and social or display media.

If you do this month-over-month, you'll see

how that marketing channel contributes to the key objectives of the campaign.

One additional way to consider using advanced analytics is determining

the percentage of contribution of SCO to different type of products.

For example, you may have a product suite that has a small, medium and

large version where it may have a free or paid version.

Look at the contribution of SEO through the various types of factors,

such as size, or customer loyalty.

Use these to extrapolate how you could improve your performance for

SEO in its contribution to larger business objectives.

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