The number of companies adopting
owned media
as a method of corporate management is increasing every year.
While launching and operating owned media, analyzing the effects and solving problems and issues are necessary steps to make owned media successful.
This time, we will focus on the effectiveness analysis and data analysis of owned media, and thoroughly explain the indicators, tools, and procedures.
Important indicators for effect analysis and data analysis of owned media
KPIs (Key Performance Indicators) are widely used as important indicators for effect analysis and data analysis of owned media, and include the following indicators.
- Search ranking for targeted keywords
- Number of page views (number of times a page on the site was viewed)
- Number of new unique users (number of new users)
- Number of shares on SNS
- Retention rate (probability that a user will return to your site)
- Dwell time (average time a user spends on a certain web page)
- Number of transitions (the average number of times a user moves to another page without leaving a web page)
- Visit rate (average number of times one user views a page on the site)
*For KPIs (Key Performance Indicators), please refer to
our thorough explanation of how to set KPIs and proposed measures to lead owned media to success
.
Tools used to analyze the effects and data of owned media
Typical tools used to analyze the effectiveness and data of owned media include Google Analytics, Search Console, and GRC.
Many KPIs (Key Performance Indicators) can be checked on Google Analytics, Search Console, or GRC.
Procedures for analyzing the effectiveness and data of owned media
Owned media is said to take one to two years to show its effects.
Therefore, it is necessary to monitor KPIs (Key Performance Indicators) while checking the progress and status of the owned site from its launch.
It is recommended that you use the following indicators within the first year of launch.
- Search ranking for targeted keywords
- Number of page views (number of times a page on the site was viewed)
- Number of new unique users (number of new users)
- Number of shares on SNS
The effects of owned media will become apparent within six months to two years after launch, so the indicators below are suitable for analysis.
- Retention rate (probability that a user will return to your site)
- Dwell time (average time a user spends on a certain web page)
- Number of transitions (average number of times a user moves to another page without leaving a web page)
- Visit rate (average number of times one user views a page on the site)
Regarding conversion, we will focus on it as an indicator as it is more likely to be effective after one year from launch.
Analysis to utilize the effects of owned media in corporate management
Effect analysis and data analysis of owned media using KPI (Key Performance Indicators) involves analyzing the numerical values of problematic indicators and improving them to better numerical values, but the collected data If you use it for comparative analysis with other companies or with your own company’s other tools, you will be able to make better use of it in your company management.
Competitive analysis
One of the basics of marketing strategy is to analyze your rival companies.
:max_bytes(150000):strip_icc()/data-analytics-4198207-1-ad97301587ac43698a095690bc58c4c1.jpg)
Competitive analysis involves analyzing the strategies that competing companies use to operate their owned sites, and determining whether it is possible to create a more attractive owned site than their competitors.
* Regarding competitive analysis
, what is competitive analysis?
Check out
our framework for competitive analysis in marketing
.
Astrobutation analysis
Astrobutation analysis is effective when you want to compare the effectiveness of owned media with other media.
The purpose of operating owned media can be summarized as initial contact to make your company’s products and services known, and getting people to like your company and its products and services, but the ultimate goal is acquisition of inquiries” and “sales”.
In addition to owned media, companies also use exhibitions, seminars, blogs, videos, press releases,
We build sales strategies while considering various touchpoints and channels, such as SNS, email, advertisements on TV and newspapers, and approaches from the sales department.
Astrobutation analysis is the use of marketing automation to measure conversions across different touchpoints and paths, and to compare and evaluate the contribution of owned media.
*For the purpose of operating owned media, please refer to
your company’s marketing issues and the purpose of operating owned media and setting goals
.
summary
◆ While launching and operating owned media, analyzing the effects and solving problems and issues are necessary steps to make owned media successful.
◆ KPIs (Key Performance Indicators) are widely used as important indicators for analyzing the effects and data of owned media.
◆ Typical tools used to analyze the effectiveness and data of owned media include Google Analytics, Search Console, and GRC.
◆ KPIs (Key Performance Indicators) are
◆ It is necessary to keep an eye on the progress and situation.
◆ Analyzes for utilizing the effects of owned media in corporate management include “competitive analysis” and “astrovation analysis”