Service providers such as Google Analytics support a wide range of metrics for
analysing the behaviour of users on the internet. These include:
Users (Unique Visitors): Number of users who visit site over the reporting period.
New Users (New Visitors): Number of first-ever unique visitors (Assumes cookies have not been deleted).
Repeat Users: Number of unique visitors who visit the site more than once during reporting period.
Session (Visit): A session begins when a user visits the site, and it comprises a series of interactions over a
time period (30 minutes for large-screen devices, 30 seconds for mobile phones).
Sessions: Number of sessions.
Sessions/User: Average number of session per user, over a time period.
Pages/Session (depth): Number of pages visited on average, over a session.
Page Duration: Time spent on web page.
Session Duration: Time spent on web site, for that session.
Share of Voice for Search: Proportion of search traffic to brand’s website.
Bounce Rate: Proportion of visitors who leave the site without interacting with the page.
Abandonment Rate: Proportion of visitors who start a target action, but do not complete it.
Conversions: Number of visitors who complete a target action such as purchasing something, subscribing to
Conversion Rate: Proportion of visitors who perform a target action.
Cost per Conversion (CPCon): Cost of an advertising campaign divided by the total number of conversions resulting
from the campaign. (This requires that the inbound URL from the ad has been tagged so that analytic tools can
distinguish the traffic resulting from the campaign).
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query
into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search
bar, relevant pages from MarketingMind will appear in Google’s result pages.
Marketing Analytics Workshop
In an analytics-driven business environment, this analytics-centred consumer marketing workshop is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals.
Digital Marketing Workshop
Two-day hands-on training on Digital Marketing, conducted at the NUS Business School. Designed to make you more effective in developing and executing digital marketing strategies. You learn to use Google Search Console, Google Analytics and Google Ads to execute online marketing initiatives, run search and display advertising campaigns, and track and optimize performance.
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Experiential Learning via Simulators | Best Way to Train Marketers
Marketing simulators impart much needed combat experiences, equipping practitioners with the skills to succeed in the consumer market battleground. They combine theory with practice, linking the classroom with the consumer marketplace.