"Web Analytics: Measuring Your Online Effort" - Gary Angel (Semphonics) - 2009 Apartment Internet Marketing Conference

pow ering your presence on the internet AIM: Measuring your online effort

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What We’ll Cover

Course Description A bit about me… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Course Description What is Web Analytics? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Course Description How Does it Work? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Sourcing Content Outcomes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How did they get here? What did they do? How did it work? The Behavioral Trinity

Web Analytics ,[object Object],[object Object]

The Road to Excellence ,[object Object]

[object Object],Think About a Program

Implementation Vendor Profiles

Course Description Vendor Profile: Omniture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.omniture.com

Course Description Vendor Profile: Google Analytics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.google.com/analytics/

Course Description Vendor Profile: Unica ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],netinsight.unica.com/

Course Description Vendor Profile: Webtrends ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.webtrends.com

Web Analytics Tools ,[object Object],[object Object]

Sample Analytics Driving Traffic

Course Description SEO: Finding Opportunities ,[object Object],[object Object],Where should I focus SEO efforts? Pages in Group Search Engine Source Google % Yahoo % MSN % Database Pages 6,210 81,534 78.0% 12.2% 0.5% Index Page 1 8,037 40.9% 22.5% 20.5% Overall Site 100,000+ 7,670,974 41.1% 32.8% 7.9%

Course Description PPC: Organic Cannibalization ,[object Object],[object Object],[object Object],Should I buy these words? Light Period (PPC On) Dark Period Search Engines Total SEM Visits Paid Visits Organic Visits Organic % Cannibalization Google 13,999 6,662 7,337 9,424 31% Yahoo 6,926 3,052 3,874 5,191 43% MSN 5,935 2,617 3,318 4,628 51% AOL Search 1,199 770 429 582 20%

Course Description PPC: Optimizing to the Right Measures ,[object Object],What keywords actually produce? ,[object Object]

Course Description PPC: Showing the Right Creative ,[object Object],[object Object],Which Ad should I really use? Google Ad Optimization versus Proxy Conversion Optimization AdGroup Ad CTR Conversion Rate % of time shown by Google A 3 0.49% 2.80% 35.46% 4 0.51% 1.72% 55.49% B 2 0.31% 16.67% 1.01% 4 0.43% 0.42% 57.17% C 3 0.05% 1.39% 46.04% 4 0.05% 3.39% 46.31% D 3 0.30% 0.00% 32.41% 4 0.29% 5.56% 33.37% F 3 0.37% 2.67% 14.03% 4 0.44% 1.46% 49.52% 5 0.47% 2.52% 17.82%

Sample Analytics Improving Site Function

Functional Efficiency Do my Router pages get visitors where they need to go ,[object Object]

Functional Efficiency: Analysis ,[object Object],[object Object],Can I eliminate a page or improve page real-estate usage?

Course Description Lead Optimization ,[object Object],When and where should I ask for a lead?

Course Description Internal Search Optimization ,[object Object],What do visitors search on and where do they go from search?

Course Description Internal Search Optimization ,[object Object],What is missing from my current navigation?

Sample Analytics Reporting and Audience

Course Description Voice of Customer (VOC) ,[object Object],[object Object],What do customers really think about the site/features?

Course Description Intelligent Reporting ,[object Object],[object Object],How do I tell management what happened?

Course Description Knowing Your Audience ,[object Object],[object Object],Who really uses my web site?

Some Additional Measurement Notes

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Measurement Notes

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Summary

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],About Gary Angel

"Web Analytics: Measuring Your Online Effort" - Gary Angel (Semphonics) - 2009 Apartment Internet Marketing Conference

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"Web Analytics: Measuring Your Online Effort" - Gary Angel (Semphonics) - 2009 Apartment Internet Marketing Conference