Google Conversion Room Asia-Pacific Blog Tips on tracking and improving conversions online

Rapper, broadcaster, TV personality, writer … and web analyst

Wednesday, February 23, 2011 | 10:29 AM

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Google Analytics Certified Partners play an important role in Asia Pacific’s web analytics ecosystem. They are the Google Analytics implementation and reporting experts, and they partner closely with businesses of all sizes to help them improve and grow their online presence. This is one in a series of articles from Google Analytics Certified Partners across the region.

Anantya is the Executive Director of Think.Web, the first Google Analytics Certified Partner in Indonesia. - Ed.

Rapper, radio broadcaster, host, TV personality and writer: these are the many faces of popular Indonesian independent artist Pandji. As an independent artist, Pandji has to be smart about his Web presence and his budget and he needs an efficient and cost-effective way to get the word out about his work.

That’s where Google Analytics, and the Think.Web consulting team, come into play. In this post, we’ll walk you through how we used Google Analytics to answer two key questions about Pandji’s online presence - “Why do Pandji’s fans visit his website?” and “How do we reach Pandji’s fans?” - and then how we applied those insights successfully to promote a new album.

Why do Pandji’s fans visit his website?
To understand what fans like on Pandji’s website, we decided to analyse three months worth of data from two reports:

  1. Top Content report: which tells us which pages (and which music and writings) people like the most
  2. Internal Site Search report: which tells us what people are searching for once they reach the site
These reports revealed that Pandji’s fans visit his website to find out more about his latest releases. The Top Content report showed that the “For You” page, where Pandji showcases his latest books, songs, and radio recordings, was the most-visited page on the site after the home page. To confirm this finding, we looked at popular keywords typed into the internal site search. Here too, fans wanted information about recent works, whether it’s a new book, radio recording, or single. These insights motivated Pandji to release his next album 100 percent online, where fans were already turning to find his latest releases.

Note: is Pandji’s e-book, hardrock is the radio station that airs his show, and “mulanya biasa saja” is the title of one of his songs.

How do we reach Pandji’s fans?
Pandji uses Facebook and Twitter to interact with his fans. To identify which of these mediums provide the best reach and traffic, we used campaign tracking parameters to monitor the performance of Pandji’s social media campaigns. We wanted to pinpoint which medium we should use to promote Pandji’s next album.

Before the actual album release, we posted several times on Twitter and Facebook and used campaign tracking parameters to understand which posts were most effective at driving visitors to Pandji’s website. We learned that almost 11 percent of overall traffic came from promotional messages placed on Twitter and Facebook. We also learned that promotions on Twitter (twitter/promoSMM) performed better than both organic referrals from Twitter and promotions on Facebook (facebook/promo SMM). With this information, we decided to use Twitter as the main vehicle to promote Pandji’s new album, Merdesa.

Putting it all together: Distributing Merdesa online and measuring performance
Pandji released Merdesa on his website as a free download and promoted the release on Twitter. We then partnered with Pandji’s marketing team to monitor Merdesa’s popularity and gain learnings for his next album release. As you can see, we’re big believers in continuous improvement!

To understand performance, we looked at:
  • The number of page views of content related to Merdesa
  • The number of clicks on the album’s download link

Analysing the results
The Merdesa page was the most-visited page in November 2010 and contributed 24.65% of all pageviews on the site for a total of 8,383 unique pageviews. We then used event tracking to measure clicks on the download links. For each click, we also tracked the title of the song downloaded. We identified 13,399 downloads as of the end of November 2010.

The event tracking reports could also show us which songs were most popular among visitors. With this list, we were able to rank each single on the Merdesa album by popularity. This insight helps Pandji understand what his fans want to hear.

Measure, analyse, recommend, measure again
Through the insights provided by Google Analytics, we were able to identify the key channels through which Pandji influences his fans and what they were most interested in. With these insights in hand, Pandji’s marketing team were able to come up with an effective digital marketing strategy for Merdesa.

We strongly believe in our Measure-Analyse-Recommend-Measure strategy for improving success rates for the marketers we consult with. I hope this inspires web analytics practitioners in Indonesia and globally to adopt a similar strategy!


widiasmoro said...

Good post!

Endy said...

I would like to know how the same principles could apply to a musician (or other creative business) that has not had previous mainstream success. In this case, Pandji having a multiple presence in media helps him to market his music. How would an up and coming music group build the attention in the first place?


anantya said...

@Widi thank you for the comment
@Endy, great question. The basic idea of the overall article is how Google Analytics can help musician in determining the next step and also measuring the overall effort that the musician make within online media. This strategy could be applicable to all musician (aspiring musician or already famous musician). Because google analytics will enable you to basically track and measure the effort that you put/do within the online media (your site).

As for the question of: "how to build the attention in the first place", that would be another discussion of how to promote the musician online presence.

There are a lot of way to be acknowledge online. And drive enough traffic towards your site is one of the important thing, and it would involve marketing strategy. Several strategy that perhaps applicable within this condition is:
1. Connecting musician offline activity with their online presence is one of the way. Pandji for example always connect his offline audience with his social media account by saying "just follow me @..." and he also referring his blog quite often, in every chance he got.
2. Having a guerilla strategy within online is also one of the best way to do an online presence
3. Having a consistency and also the patient to maintain the online medium is also one of the thing you can do.

By having enough traffic, the next task is then to measure all the effort and also learn from previous insight/mistake/success, this is where Google Analytics and analyst would play the part.

anantya said...

@Endy, great question

The article above is applicable for all musician or other creative business in that matters. The basic concept is trying to explain how Google Analytics can help us to do a measurement to cross check and see whether our marketing decision have a good impact and/or it could also be a source to determine you next marketing decision. [In Pandji case, we use Analytics to do cross checking measurement and then to determine the next marketing]

On the discussion of "how to build attention on online media" it would relate heavily on the ability to do an online marketing. There are a lot of ways you can do for example:
1. Tied in offline activity with online presence. Within each concert/show always mention your online presence (site/social media)
2. Do a guerilla campaign and spread your presence link within online world
3. Have a persistence presence and also the patient to build your online brand

Hope you find the article and my insight useful for your music :)