Reporting & Analytics
Results-driven search marketing for software companies that want to quantify impact of their brand awareness in the market place. Shareholders and investors want proof of your brand’s reach. We give this proof to you in a clear format you can use in reports.
Analytics should measure 3 things.
Outcome #1: To attract “prospects” and new customers.
This is perhaps the most common desired outcome from SEO and lead generation campaigns.
Measure the change in the percentage of New Visitors to your website, its the orange line in the graph above. Ideally you’ll measure the number prior to your branding campaign, and then you’ll measure it again during your campaign. The goal is to see if you were able to get more traffic to arrive at your site, and if they were Existing Visitors or New Visitors (hopefully measured with a first party cookie in your website analytics tool).
Outcome #2: To share your business value proposition.
The goal of your campaigns are to share your unique value proposition with everyone. They’ll be impressed enough to come visit your site and then do so repeatedly. The ideal metrics for this desired outcome are Visitor Loyalty & Visitor Recency.
The data in the above report shows how frequently during a time period do the website’s visitors visit the website. In the Before version you can see that most people, 69.79%, visited the website just once. In the After version, when the branding campaigns were running, only 63.25% of the visitors visited just once. Which means at least 7% of the visitors shifted to visiting more than once.
You can credit the branding campaigns with that shift (if that is all you were doing). Better still you can segment the traffic from the campaigns and validate that hypothesis.
If people were impressed enough with your value proposition and visited more often, the brand campaign was a success. Another good idea is to measure segmented Visitor Recency.
In this case the analysis will try to judge if the traffic acquired by paid search branding campaigns is visiting your website more frequently in any time period, when compared with other segments of traffic (in this case I am comparing it to All Visits).
Outcome #3: To break through the noise and make an introduction to your software firm.
Very often when you run branding campaigns your goal is simply to introduce your corporate software. A common mistake in this case is to simply focus on one outcome. If you are running a branding campaign then it is likely that you either have a very soft call to action or, more likely, you have a very general “our business is magnificent” message.
We recommend that you quantify the online impact of these campaigns by measuring both the Macro & Micro Conversions. For example, if we were to measure impact of branding campaigns, this is how the report would look:
My macro conversion is to add to the current total of 27,300 RSS feed subscribers.The above report shows the overall add to that number in this month but by segmenting the display campaigns, we can see how many “macro conversions” occurred.
But that’s just one part of the story.We also measure the “micro conversions” to get a more complete picture. When breaking through the noise, you want to use the macro & micro conversion model.