A Guide to Online Brand Analysis

Your brand is now online and you’re feeling pretty good about your product knowing that you’ve made the global internet leap. But just because it’s online that doesn’t mean it’s presence is actually doing anything for you.  In fact it could be hurting your reputation and sales if negative press is created on anything from personal blogs to product reviews to consumer news sites. You can monitor your brand online and get a rough idea of what is going on based on the activity it tracks. However to really understand your viability online and where you can leverage your business you need the monitoring converted into hard numbers that you can analyze. This is known as online brand analysis.

The first things you would typically look at when trying to measure a brand are the online revenue, total leads, average value of each order placed, conversion rates, cost per acquisition or transaction and the return on the investment of the online campaign. While these are all very valuable things to track and analyze that’s not all there is for online management. Since the online world can also correlate to the brick and mortar sales world and vice versa you have to look at how they influence one another and other units of measure to evaluate in looking at your total online presence and marketing.

Views of online advertising spots
How many times were your advertising commercials, videos other ads clicked on and watched? This will show you whether or not they were worth the page impression and later sales that they generated.

Visits to online store
How many people went to your online store? This is simple. Look for the number of unique visitors over a given time period and you have your answer.

Total page impressions versus sales
There may have been a million page impressions but how many turned into actual sales and what was the value of those sales? You need to see the average order total so you can make a numerical representation of sales versus page impressions and how that figures into the cost you spent in advertising and marketing to bring those sales in to begin with.

Duration of content viewing
How long did a person spend on each page of your site? Looking at the amount of time spent will help you see whether they were just popping in to look for freebies or actually shopping and learning about your products.

Traffic to web address from an offline ad

If you have specific web addresses that a person has to type in not be connected to through a search engine you can track this. Understanding how many hits come from an offline source can help you see how known your company is that a person can type in your website without searching for it or how well your outside campaigns are going.

Offline influence
The most important perhaps, how your online presences leads to offline sales. Look at how the online marketing and store increases or decreases your physical store sales.

If you have any questions about , visit my blog and use the contact form to ask a question.

{"error":"Website uid not found"}