Measuring Success With Web Analytics 2.0
Recently, I received an envelope in the mail from Neilson Ratings. Literally it contained $2 dollars. Cash. Real cash too, surprisingly, not voucher money to be traded in or a ‘You could win a million dollars’ type money. The purpose, was motivational I suppose. Give them $2 and they’re more likely to fill out a survey I suppose. Unfortunately I’m not sure they have a very high success rate, and they can’t trace how many envelopes were ‘opened’ versus ‘moved to trash’, how many were opened and the $2 kept or spent with the intent of filling the survey out but never did, and how many had no interest in filling out the survey just took the $2 as keepsakes. Likely, their only tracking mechanism was ‘# of surveys returned’, which isn’t a number giving a whole lot of insights.
It led me to think bigger about the situation however, and what Nielson stands for anymore. Just a terribly inaccurate measure of who’s watching what, and what the value is of television programming that is airing. The thought of it just reeks of old school, it sounds of 1980s when I’m watching Cheers with my parents on a Thursday night.
You can track so much, and based upon those findings (findings, not assumptions) you can take a higher picture look at things and truly and easily do qualitative analysis. For instance, running Google AdWords campaigns, immediately see how many impressions were shown, how many clicks you received, and what happened with those clicks? How long did the viewer stay? Long, with visits to multiple pages? Nice. Short stay with little engagement? Uh-oh, let’s have a look at your website and see if somethings wrong with it. Not getting many clicks? Likely, it’s the ad. Toss it out let’s write another. Peel & stick.