Online Measurement & Testing
Measure and test everything. Then repeat...
Online marketing is precisely measurable, with a wide range of inexpensive tools to choose from. At its most basic its ensuring analytics is installed onto your own website; log reports are fine, but they pale against the fingertip data capture, analysis and reporting that a suite such as Google Analytics can offer. Having no analytics whatsoever on your website would be akin to driving your car with your eyes closed (dangerous).
The Next Step
After installing analytics the next step is to convert the raw data into information that can be acted upon. Analytics provides both the means to quickly test and refine multiple aspects of your digital marketing strategy in real-time, and for calculating the return on investment (ROI) for each of your digital marketing initiatives.
Measurement & reporting is commonly integrated into many of the software applications you might already be using such as Google AdWords, YouTube or your blog; there are also many standalone options. We've listed several of the measurement tools below that we use on a regular basis, both for own needs and for our client campaigns.
Measurement & Testing Tools
Google Analytics
Detailed measurement for your own website/s, micro-sites and standalone web pages. Requires tracking code to be installed. See Google Analytics
Crazy Egg
Visual analytics for your website including heat, confetti and click maps . Requires tracking code to be installed. Visit Crazy Egg
Google Webmaster Tools
For advanced search engine optimisation analysis. Requires verification code to be installed. See Other Analytics Tools.
You Tube Insights
Discovery, play and share measurement for all of your YouTube hosted videos.
Google External Keywords Tool
Analyse specific search keyword query volumes through Google for Australia and many other countries. Visit the Google External Keywords Tool
Google Insights for Search
Analyse trends, as well as the relative popularity between for keywords in specific geographies. Visit Google Insights for Search
Google Optimiser
Split A/B and multivariate testing software (comes as a component of Google Analytics. Requires tracking code to be installed. See Google Website Optimiser.
Firefox SEO Add-ons
Various SEO measurement tools that run through your Firefox browser. Visit the Firefox Add-ons
Socialmeter
Measures a web page's ‘social popularity' through sites such as Technorati, Reddit, Digg, etc.Visit Socialmeter
socialmention
Provides search results from social media channels such as microblogs, blogs, video, bookmarks, images and news based on a keyword search. Visit socialmention
Want to Know More? Attend a NET:101 Internet Marketing/ Social Media Workshop.
