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Three Amazing Web Data Analyses Techniques For Analysis Ninjas

kaushik.net
Does your company do re-targeting to captured email addresses? If not, why not? If yes, then do you compute real CPA? Have you computed your "convert-able audience?" Is it 100% of your website Visitors? When was the last time you used raw numbers to shove a dose of reality in front of your Senior Leaders?
Three Amazing Web Data Analyses Techniques For Analysis Ninjas - kaushik.net - Your Highlight Location 134-136 | Added on Sunday, 14 April 13 17:16:15
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"So what can we do with the majority of the traffic on our website that is not convert-able?"
Three Amazing Web Data Analyses Techniques For Analysis Ninjas - kaushik.net - Your Highlight Location 123-124 | Added on Sunday, 14 April 13 17:12:57
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The idea was to get you to identify your "Real Conversion Rate", by identifying your "Opportunity Pie." My recommendations were: Throw out everyone who bounced, just for now, and also if you use log files (ohh those were the days!), then throw out "visits" by robots / junk. That gives you a rough idea of your "Opportunity Pie" (convert-able audience). Or If you have a qualitative survey deployed (with the three greatest survey questions ever), then throw out the percentage of Visitors who do not state their Primary Purpose as visiting your website to "buy" or "research products and services" (I generously assume we can convince the latter bucket to buy through amazing marketing on the site). So now you know just the people for sure in play and possibly in play.
Three Amazing Web Data Analyses Techniques For Analysis Ninjas - kaushik.net - Your Highlight Location 104-111 | Added on Saturday, 13 April 13 17:30:05
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If Thomas has 3,700 conversions in a month, we would normally report that as 0.37% conversion rate. [(3700/1000000)*100] Of course, the reality is that the conversion rate was 5%. [(3700/74000)*100] Not that 5% is orgasmically higher. But it is more reflective of the truth than 0.37%. You would take one set of actions with 5% and a completely different set with 0.37%. Compute your "convert-able audience." Please. Use whatever common-sense approaches you can find.
Three Amazing Web Data Analyses Techniques For Analysis Ninjas - kaushik.net - Your Highlight Location 96-100 | Added on Saturday, 13 April 13 17:29:29
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This idea comes via Thomas Baekdal, from this post: Converting Traffic to Subscribers. In it, Thomas postulates that even if you have 1,000,000 Absolute Unique Visitors to the website, that does not mean that your possibly "convert-able" audience is a million. Some people will visit once and never again. That was not an audience that would have converted, ever. For example, the link above is to Baekdal Plus. I pay $49 per year to access that premium content because it is so good. Many of you may not want to pay for content on the web. So for Thomas, not all the Visitors from the above link are actually in play for conversion. [Though I wish they were.] So it is imprudent to count those folks; better to only count returning Visitors.
Three Amazing Web Data Analyses Techniques For Analysis Ninjas - kaushik.net - Your Highlight Location 79-85 | Added on Saturday, 13 April 13 17:28:26
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Face Reality By Computing "Convert-able Audience" & "Real Conversion Rates."
Three Amazing Web Data Analyses Techniques For Analysis Ninjas - kaushik.net - Your Highlight Location 78-78 | Added on Saturday, 13 April 13 17:27:35
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The first number might not get your management team to take any action; it just does not evoke any feeling. The second set of numbers might get someone to scream: WTH! They might ask: 1. Are we showing the wrong ads on Facebook? 2. Are we using any intelligent ad targeting strategy or just randomly showing ads? 3. If we double our budget to 2,000,000 impressions is there even relevant inventory (desired demographic / users) on Facebook for us? 4. Would it be worth it? 5. Why do we suck so much? Is it us? Is it Facebook?
Three Amazing Web Data Analyses Techniques For Analysis Ninjas - kaushik.net - Your Highlight Location 63-68 | Added on Saturday, 13 April 13 17:26:45
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Compute Actual Cost Per Acquisition Post-Facto Including Micro-Conversions.
Three Amazing Web Data Analyses Techniques For Analysis Ninjas - kaushik.net - Your Highlight Location 10-11 | Added on Saturday, 13 April 13 17:24:11
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Command Attention, Valuable Action, By Stating Raw Numbers.
Three Amazing Web Data Analyses Techniques For Analysis Ninjas - kaushik.net - Your Highlight Location 49-49 | Added on Saturday, 13 April 13 17:24:02
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This idea comes via Kaiser Fung, from this post: Further thoughts on the Facebook business model.
Three Amazing Web Data Analyses Techniques For Analysis Ninjas - kaushik.net - Your Highlight Location 50-51 | Added on Saturday, 13 April 13 17:23:50
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3. If you do #1 and #2 then be a dear and ensure you compute the "final CPA" of your original campaign (search or email or affiliate or social or whatever).
Three Amazing Web Data Analyses Techniques For Analysis Ninjas - kaushik.net - Your Highlight Location 42-43 | Added on Saturday, 13 April 13 17:22:42
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2. It is critical to have a robust re-targeting strategy (as in our case above). Hopefully it will be intelligent, relevant to the customers and non-torturous.
Three Amazing Web Data Analyses Techniques For Analysis Ninjas - kaushik.net - Your Highlight Location 41-42 | Added on Saturday, 13 April 13 17:22:26
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From this post: Improve Search Marketing Conversion Rates through Email Registration
Three Amazing Web Data Analyses Techniques For Analysis Ninjas - kaushik.net - Your Highlight Location 12-14 | Added on Saturday, 13 April 13 17:20:54
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