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Week 8: Communication 3 - Online advertising and social media metrics -…
Week 8: Communication 3 -
Online advertising and social media metrics
Web analytics
Reach
(traffic)
Visitors
: number of
unique users
visiting the site (
more difficult to measure than visits
)
Visits
: number of (browsing) sessions in a site
Pageviews
: number of times a web page was viewed
Engagement
Return visits
: average sessions per user
Interaction depth
: average pageviews per user, average time spent per session
Bounce rate
Bounce rate (%)
= Visits that assessed only a single page/ Total visits to the site
measures a website's
effectiveness in encouraging visitors
to continue visit
the
lower
the
better
can be used to identify the
best page to show
example:
page 7
Purchase conversion
Conversion rate (%)
= Number of Consumers who purchased/ Number of Visitors
Abandonment rate (%)
= Carts
not completed
/ Customer basket initiated
Clickstream data
sequence of pages
that a user browses through in a website
can be used to
predict users' browsing
and
purchasing behaviors
example:
page 9
Google analytics
: web analytics
tool
to
track website performance
Display advertising metrics
banner advertisements on
third party websites
Impressions
: number of
opportunities
presented to people to
see an advertisement
Impressions (#)
=
% of times an advs is displayed
on the webpage x
Pageviews
of the webpage (#)
Clickthroughs
diagram:
page 12
Clickthrough rate (%)
= Clickthroughs/ Impressions
captures the
initial response
to website
click is a
weak signal of interest
(due to many reasons -
page 13
)
Calculating costs (
= Advertising costs/ X
)
X
Click
Order
Impressions
example:
page 16
Paid search advertising (PSA)
Displaying advertisements
when consumers search for
specific keywords
can deliver the
right advertisements
and
right products
=> return on investment would be high
can
only capture existing demand
and may
not generate new demand
=>
less effective for totally new products
cost per click bid
: advertisers
bid for the highest amount they are willing to pay
for a click
search engine will rank the advertisements based on
Cost per Click (CPC) bid
and the
quality score of the ad
Rank Score = CPC bid x quality score
Actual cost per click
= Rank score of the next highest rank ad/ (Quality score + 0.01)
Social Media Metrics
two way medium
(allowing users to participate)
Awareness (reach)
number of followers/ friends/ pageviews ...
indicative of popularity
but not content consumption
Engagement
such as likes, comments, shares, ratings, ...
occurs when somebody
cares
and
interacts
Consumer sentiment
attitude, thought, or judgement prompted by feelings
relative
positivity
and
negativity
in the discussions
rating based on
Polarity (positive, neutral, negative)
Intensity (degree of emotions)
Share of voice
share of online discussion relatives to its competitors
google trends (
page 28
)
Social media listening (
page 29
)