Mar 29, 2012

Add Branded and Non Branded Keywords separately in Google Analytics Dashboard

In the new interface of Google Analytics, my favorite feature is multiple dashboards option. You can design the dashboards based on needs of different departments of your company.

The main interest of online marketing team is in keywords which are bringing traffic to the website.  The keywords list can help them in measuring their SEO efforts. Sometimes when we select the top 10 or 20 keywords and try to show in the regular reports, the branded keywords tops the list.

What do you mean by branded keywords?

Branded keywords are the keywords which have brand name in the keyphrase.  They are brand name, domain name, product names, misspellings of brand or product or different variations of these names.

Why we need to study branded and non-branded keywords separately?

The branded and non-branded keywords help us in identifying the stage of visitor as per REAN framework.

According to Wikipedia,

REAN is a marketing acronym that was first coined by Xavier Blanc in 2006 while working for a Finnish digital marketing agency. It is a simple yet powerful framework to plan ahead and/or analyze the often complex sequence of inter-related, multichannel; marketing activities that are needed to build & nurture a customer relationship. It stands for:
§  R - Reach: the set of activities needed to raise prospects' attention for your brand, product or service
§  E - Engage: the gradual, typically multi-channel, often recursive set of activities needed to engage the prospects you just won
§  A - Activate: the activities needed for your prospects to take, eventually, the actions you wanted them to take
§  N - Nurture: the activities needed to nurture the customer relationship you just managed to create

Branded keywords tell us that the visitor is already aware of the brand and need to be moved to “ACTIVATED” stage.

Whereas non-branded keywords tell us that the visitor is in “REACH” stage and need to be engaged with the brand.

How to create widgets for branded and non-branded keywords in Google Analytics dashboard?

  • Login to your Google Analytics account and click on required profile
  • From right hand side menu->click on Traffic Sources->Search->ORGANIC as shown in below pic

  • Click on “Add to Dashboard” from top menu

  • Select “New Dashboard” from the drop down. Give any name for the dashboard. Select the TABLE checkbox as shown in below pic.

  • Click on “click to edit” and give name to the widget like “Top 10 Branded Keywords”

  • Now select the required metrics like visits, % new visits, Bounce Rate etc…
  • Click on “Add a Filter” and select “Only Show” -> Keywords-> Containing-> Brand Name and save.

  • Now repeat the above steps for non-branded keywords.
  • Select “Don’t Show”->Keyword->Regular Expression->(brand|brand1|brand2) as shown below

Regular Expression-> (brand|brand1|brand2)

You can select brand name, product names, their misspellings etc. and exclude it through regular expression from Non-Branded keywords list.

I’d be interested to hear people’s thoughts on this. Feel free to comment!

Mar 21, 2012

Segmenting big unstructured data (Social Media) on different dimensions – Part 2

In my previous post, I wrote on how we can make insight out of the big unstructured social data by segmenting it into different dimensions.

In this post, we will take it one step further. I will be taking again the mobiles/smartphones example. We have already segmented the social data into different dimensions like battery, applications, 3G, processor, camera, accessories etc…

Now divide that data based onto tonality (Negative, positive) as shown in the chart below:

I have made this graph with percentages instead of absolute numbers. Percentages give us the perspective that out of all mentions on that dimension how many are negative and positive.

Based on this chart we can easily conclude that the two features of smartphone “Camera” and “Battery” are generating high number of negative mentions out of total mentions on them. These are the two features which the customers disliked of the product.

This data you can pass to your product design department and then they know which features need improvement in the next version of the product.

Similar insights you can get for competitors brands and see which features of their products are liked and disliked by the customers. If you know weak spot of your competitors, you can design your campaigns based on it.

In the coming posts, I will be writing on how we can segment the social data into different dimensions of other industry verticals.

Please share your feedback….

Mar 17, 2012

Webtrends 8.5a to 9.2b upgrade – Day 1

This post is a part one of the series of posts on Webtrends upgrade from 8.5a to 9.2b.

The Webtrends upgrade is bit tricky and complicated. To make it simple, I will be writing the posts based on each day activities.  We cannot directly upgrade the WT from 8.5a to 9.2b.

We have to first upgrade WT 8.5a to WT 8.7d on 2003 machine. Then we will upgrade WT 8.7d to 9.2b on 2008 server.

Below is the first post in this series: 

WORK DONE: To be on safer side I took back up of the data in 2003 server itself.

TIME REQUIRED: 2 hours (depending on the size of data). I took back up of 30 GB data.
Below are the steps to be followed: 

Shutdown all the services of WEBTRENDS (Including MySQL services)

Go to services > click > start > run> services. msc -> enter -> you will be prompted with services of your server

Locate Webtrends services and stop as mentioned below to take a clean backup
Stop the Webtrends services in the following order:

"Webtrends  - Scheduler Agent"
"Webtrends  - User Interface"
"Webtrends  - Report Cache Server"
"Webtrends  - Express Data Mover"
"Webtrends  - Express Analysis Engine"
"Webtrends  - GeoTrends"
"Webtrends  - Email Notification Service"
"Webtrends  - System Monitor"
"Webtrends  - MySQL

Start taking a backup of this folder as mentioned below

\Webtrends \common\database\mysql\data\wtmaster
\Webtrends \common\database\mysql\data\wt_sched
\Webtrends \storage

Once the backup is taken, you can start all the Webtrends  services

Start the Webtrends services in following order:

"Webtrends  - MySQL
"Webtrends  - System Monitor"
"Webtrends  - Email Notification Service"
"Webtrends  - GeoTrends"
"Webtrends  - Express Analysis Engine"
"Webtrends  - Express Data Mover"
"Webtrends  - Report Cache Server"
"Webtrends  - User Interface"
"Webtrends  - Scheduler Agent"

Once done, login into the Webtrends Marketing Lab and make sure it is working.

Some points to be taken care of:

Maybe you don’t see all the above listed services. So just ignore them and stop/start services which are listed in your server.

If "Webtrends  - Scheduler Agent" service shows status as “stopping” and not getting stopped then restart your server.

Before taking the backup write down the size of folder, number of files etc…

Once the backup is taken make sure that the backup folder size is matching with the original.

Posts on Webtrends Upgrade:

Webtrends  8.5a to 9.2b upgrade – Day 5

Do you have any tips/tricks/best practices for Webtrends upgrade. Please share with us....  

Mar 10, 2012

Free Webinar: Attribution Solutions for Google Analytics

Google Analytics is great for monitoring the conversion performance of your different marketing channels. However, in order to make the proper analysis of your marketing campaigns you need to have a thorough understand of how Google Analytics handles source attribution. 

This webinar will cover the following topics: 

- How Google Analytics identifies campaign sources 
- How to use campaign tagging 
- How to intepret Multi-Channel Funnel reports 
- The attribution modeling dilemma

When : Wednesday, March 28, 2012 10:00 AM - 11:00 AM PDT

Where : Register at http://bit.ly/xIw1uv

Speaker : Adrian 

Adrian is an SEO Manager and Analytics Consultant at Cardinal Path in Tempe, Arizona. Adrian merges a highly technical background with a passion for measurable and results driven search and online marketing programs.

Adrian is responsible for developing well-executed digital strategies for his clients, as well as driving some of the most challenging analytics, conversion testing and metrics tracking implementations from a technical perspective. Adrian’s experience with a multitude of online marketing areas ranges from paid and organic search to web analytics, as well as programming and implementation.

Adrian is a certified consultant and trainer for Google Analytics, Google AdWords and Google Website Optimizer. Adrian also speaks at industry events like Search Marketing Expo on search and analytics strategies.

Mar 1, 2012

How to select a Social Media Tool?

With an explosion in social media, buying a tool to measure and monitor social media presence has become very essential for the companies.

But there are so many social media monitoring tools available in the market which has made difficult to choose one out of them.

From the basic functionality view, almost all the tools perform similar. In this post, I have compiled some questions which can help you in differentiating these tools and choosing the best to your requirement.

How the tool calculates influence metric?

Do tool crawls the reviews on Ecommerce websites like amazon.com, ebay.com?

How the geo is determined? What is the accuracy rate?

For how many back years will I get the data?

Is there any scheduling dashboard option available?

Do the tool tag mentions the sentiments at the scale of 5 – actionable negative, negative, neutral, positive, actionable positive or only at 3 (negative, neutral, positive)?

What is the limit of search box? Are Boolean expressions allowed in search box?

What about non-english language mentions? Does the tool support other languages?

Can I exclude job related or stock related mentions within tool?

oes the tool can be integrated with other systems like CRM?

Do tool have access to the Twitter fire hose?

What sort of content the tool cannot reach?

Is the cost of the tool depends on number of searches or size of data?

Is the tool cloud-based or need to be installed on our server?

Is training included in the tool cost?

In the upcoming posts on social media tools, I will be writing on the different tools and their functionalities.

Do you have more questions which one should ask while selecting social media tool? Please share with us….

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