KPI by Segment is the Most Underused Metric by Search Marketers

Marketing Sherpa's latest chart of the week is about the metrics that are underused by search marketers. The data was collected by asking Marketing Sherpa members about 'the most underused metrics in search'

“Marketers with short, impulse-buy sales cycles were quite adamant that immediate sales should be tied to keywords when figuring out conversion...With prices rising steadily, marketers who evaluate search against tangible KPIs will be the ones who will optimize and balance their spending.”

Geek Metrics: Using App Analytics to Drive Distribution, Engagement, & Monetization

On the next panel, Geek Metrics: Using App Analytics to Drive Distribution, Engagement, & Monetization, the panelists are Dave McClure (500 Hats), Hiten Shah (CrazyEgg / KISSmetrics), Ian Swanson (Sometrics, Inc.), Albert Lai (Kontagent) and Roy Pereira (Refresh). Dave McClure is moderating the panel.

Why would I use third party analytics solution?
HS: It boils down to resources (experience, scaling problems) and insights.

IS: Resources, relationships and partnerships that developers can't build on their own.

RP: Launched on May 1. App developers should focus on core making it viral and as successful as possible.

AL: We develop viral analytics. Most customers tell him that customers don't have bandwidth (time, retention etc).

Are you shipping currently?
AL: Private beta shipping to select customers. Currently not releasing customers. 80% of our time goes into scaling, building infrastructure.

RP: already launched. Their target is application networks (companies that have lots of applications) and ad networks.

IS: Launched in January this year. Currently doing 15 million daily unique active users. He is from Userplane. They have a long tail. 90% facebook, 8% myspace and 2% spread across other networks.

HS: Several large customers lined up. Shipping next week as private beta. Less focused on monetization and more focused on engagement and growth.

Are you currently charging?
RP: Free model right now. Plan on introducing value added functionality in coming months. Fundamental functionality will always be free.

IS: free product. last week launched a social ad platform. They have some premium services. Kind of like atlas or DART but for social space.

HS: base analytics will be free but subscription services will cost some.

AL: I am going to pay million dollars to everyone for using :)

How is your product better than say Google Analytics?
AL: We are focused on viral channels, enagament and allow easier access to A/B testing methodologies like big guys (Slide etc) do.

What are the risks are going forward and what keeps you awake at night?

HS: Social networks control us and the developers. That's what keeps us up at night.

RP: Social networks changing APIs etc.

Specific example of viral analytics?
AL: Very very quickly adapting to traffic that's coming in. Providing the ability to forecast virality based on changes. Framework that allows to test various changes.

HS: Viral growth factor number and equation that's getting standardized. Related to invitations and engaging users. The equation is called k-factor.

Why are you better than other guys?
IS: make money
HS: great insight. use all analytics you can.

Another great session at the Graphing Social Patterns conference.