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Web and Social Analytics (2) (Social Media Analytics (Social Media…
Web and Social Analytics (2)
Web Site Analytics
Google Web Analytics
How does it work?
What can you learn?
Getting to marketing questions
Data Organizations in Google Analytics
Sessions
Users
Tracking Users
Cookies
Hits
Customized User Timing
Social Interaction Hit
Transactions
Events
Pageviews
Google Analytics Environment
Segment
By Source
By Behaviour
Conversions Report
Social Media Analytics
Social media ROI
Why ROI measurement is challenging?
Social Media Metrics
Repeat Visits
Conversion Rates
Number of followers or friends
Buzz Indicators
Hits/Visits/Page views
Sales levels
Online products/service ratings
Social Media Intelligence
How do firms collect social media intelligence?
Socialmention.com
Key Metrics
Strenght
Sentiment
Counting negative/positive words
Naive Bayes Classifier
Passion
Reach
Social Media Channels
Social media definition
Social Networks and NodeXl
How to find Influencers?
Social participation
Spectators
Joiners
Inactive
Collectors
Critics
Creators
Marketing in a connected world
Important Consideration
How do you measure influence?
Kred
Building your own metrics
Klout
Social Network Analysis
Definition
Network Metrics
Size
Density
Outdegree
Indegree
Degree
Closeness Centrality
Eigenvector Centrality
Betweenness Centrality
Clustering Coefficient
Clusters