The practice of measuring
the digital experience is
complicated and fraught
with poor and misguided
planning, exacerbated over
time by fuzzy logic. Worst of
all, perhaps, is that our own
objectives can influence the
insights we obtain. As
Jean Baudrillard once said,
“Like dreams, statistics are a
form of wish fulfillment.”
It is not enough to gather insights essential to understanding
performance. Today, digital enterprises
must dig deep and turn insights into positive, realworld
results. Yet few are fully exploring the nuances
within the virtual realm of performance
analytics, even though big data is increasingly accessible
and has all but become a common term
around the business water cooler.
While most are likely confident in (and content
with) the analytics reports available to their
enterprise right now, there are many ways to measure
the digital experience. Perhaps it is time to
throw out the old (or at least not rely on it so
much) and consider other options.
Let’s explore a few new ways to look at Web-related
data, and how (and if) to implement within
your ‘Net enterprise’s digital efforts.
Social Media Metrics
Share of voice is so 2012! There are far more actionable
metrics to monitor than data points that
confirm only how influential the social media elite
Amplification Rate, for example, is one such
new, more holistic and useful in nature, social
media metric to consider. While most brand messages/
updates are limited to an existing following,
what’s typically forgotten (thus, not measured) is
the following of current followers. In short, what
brands need to analyze is how far a message traveled.
Having access to this information is a surefire
way to grow a social following.
Every retweet, every share and every referral is
an opportunity to expand a social network following,
and an opportunity to determine just how well
the messaging strategy is performing (from the
time of day to the message style itself).
The most perceptive brands are in pursuit of
metrics that reveal engagement beyond what is
immediately apparent (and available within popular
software tools). Any new metric that more fully
explains social performance in this regard must
Organic Search Metrics
Digital enterprises can measure the performance
of their natural search visibility campaigns in a diverse
number of ways. Yet, most use rudimentary data points to understand just how well their SEO
campaigns are doing.
Some common metrics in use today are revenue
per keyword and conversions by keyword,
but there’s so much more that can and should be
considered. Perhaps it is time your enterprise
started analyzing its data in a broader fashion.
For example, the concept of Correlation (how
the goals, audience, engagement and ROI actually
correlate to an SEO strategy) is an approach that
is gaining ground within the savvy digital enterprise.
The basic idea is to examine a keyword
group by ranking its various search terms for each
of the above analysis points in addition to their
rank on the SERP, and then run a correlation
analysis to learn about the relationships between
each attribution. You might learn that one particular
keyword group has a low correlation between
engagement and ROI, which means that you need
to optimize for faster conversion and quick touch.
Correlating data points is certainly useful, but
the number of individual pages that yield search
traffic each month can be a powerful indicator of
long-tail dynamics and can be an accurate barometer
of your content efforts. Page Yield is therefore
an excellent metric for assessing a website’s overall
search engine optimization performance.
If you have a large percentage of pages that
aren’t driving traffic, then it’s time to audit each underperforming
page. There are many reasons why
a page might not yield search traffic. Perhaps the
problem is as simple as a lack of keyword density,
or maybe the page has been optimized for the
wrong keyword phrases. It’s also possible that the
page hasn’t even been properly indexed. Whatever
the root cause is that you happen to find, know
that Page Yield is the path to making significant
Blinded by Marketing Science?
There’s more. Search and social are likely the
biggest drivers of visitors to your digital Web presence,
but they are far from the only ones. Video,
affiliate/performance marketing, advertising —
each has emerging types of highly useful metrics,
which can be set up and monitored over time to
accelerate the success of your organization. Learn
more at http://wsm.co/NewDigitalMetrics.