Part 1 - Expectations from Web Analytics; Part 2 - Key findings from the 5th Annual Australian Web Analytics Report - 2011; Part 3 - WoVG a web Analytics initiative - major observations;

1. August 2011
Victoria Online Confidential Information
This document is provided for client use
only and is not for distribution with third
Seminar Series
parties without permission of Bienalto.
Web Analytics:
The past, present
and future
Hurol Inan
Managing Director
hurol@bienalto.com
0412 348 361
Monday, 29 August 2011

2. Part 1
Expectations from Web
Analytics
Monday, 29 August 2011

3. “I know that half of my
advertising budget is
wasted, but I am not
sure which half”
By John Wannamaker
(1838-1922)
Monday, 29 August 2011

4. “ Web Analytics is the practice
of measuring,collecting,
analysing and reporting on
internet data for the purpose
of understanding how a site
is used by its audience and
how to optimise its usage”
Web Analytics Association
Monday, 29 August 2011

5. > Hits
> Pages
> Interaction
> Services
Monday, 29 August 2011

6. Web Analytics
Insights Assurance Optimisation
Monday, 29 August 2011

7. Assurance
Monday, 29 August 2011

8. Insights
Awareness
Insight Causes
>What is happening
>Why is it happening
>What dose it mean
Monday, 29 August 2011

9. Optimisation
Monday, 29 August 2011

10. Gains from Web Analytics
66%1
practice
Gain Customer
2
63%
3
stages
Increase Search
4
Insights Data mining Engine ReferralsOnline
CRM
Path integration scoring
60% 45%
analysis segmentation
Optimisation segmentation scores
Testing
Improved Customer Increased Conversion
Experience Rates
source: 5th Annual Austrian Web Analytics Survey, bienalto2011,Bienalto
Monday, 29 August 2011

11. Part 2
Key findings from the 5th
Annual Australian Web
Analytics Report - 2011
Monday, 29 August 2011

12. 47 .9%
believe they are ‘highly effective’/ ‘effective’
in their use of the online channel,
increasing sentiment of effectiveness
across survey results. Those who don’t
believe they use the online channel
effectively have decreased since last year.
Monday, 29 August 2011

13. Executive support for web
71%
analytics in 2011
of respondents believe they do have
executive level support.
Monday, 29 August 2011

14. The online channel increases in use across
Australian organisations and has become
a critical part of their business operations.
52
This year’s survey results reveal that
.1%
of respondents would be negatively impacted if the online channel
was unavailable this has increased from 39% in 2010.
Monday, 29 August 2011

15. In 2011, the top tools used by respondents are
1st
GOOGLE ANALYTICS
2nd
OMNITURE
3rd
WEB TRENDS
4th
NETINSIGHTS
Further to this, 84% of respondents have been using their primary tool
for more than 2 years. Since 2007, there is also a positive increase in
those trusting the data extracted from tools.
Monday, 29 August 2011

16. THE MAJORITY
29 54
OF RESPONDENTS
.1% .7%
USE BOTH
USE FREE TOOLS TO SUPPORT
THEIR WEB ANALYTICS ACTIVITIES
The majority of respondents
made their selection based
on the solution meeting their
organisations requirements
16
USE TOOLS
.3% reasons. The choice for
those who selected a ‘Paid’
solution was primarily to
gain access to professional
THEY PAY FOR services and support.
Monday, 29 August 2011

17. In 2011, 66.3% of respondents
26 .8%
take action ‘most of the time’.
Monday, 29 August 2011

18. Since 2007, we have seen
an overall positive trend in
41
the value respondents derive.
.3%
believe they receive ‘Good Value’ from web
analytics in 2011.
Monday, 29 August 2011

19. 19
By 2012,
%
are intending to increase
their spending on web
analytics activities.
Monday, 29 August 2011

20. Top 3 Challenges to the adoption and success of web
analytics within an organisation in 2011 are:
1st
FINDING STAFF WITH
EQUAL
RELEVANT EXPERIENCE
TAKING ACTION BASED ON
RESULTS
2nd
CORRELATING DATA FROM
MULTIPLE SYSTEMS
3rd
ALLOCATING STAFF
Monday, 29 August 2011

21. Top 3 Priorities of web analytics in 2011 are:
1st
OPTIMISE SITE THROUGH
ANALYSIS
2nd
DEFINE KPI’S
3rd
FORMALISE REPORTING
PROCESS
Monday, 29 August 2011

22. Part 3
WoVG a web Analytics
initiative - major observations
Monday, 29 August 2011

23. Objectives:
> Holistic view
> Interconnectedness
> Improvement and growth
Monday, 29 August 2011

24. Traffic volume (usage) weekly for a year
> 31.5% increase in July year on year
> Visible impact of school holidays and emergencies
> 87% of total unique page views for 10 websites
> Over 40% from search engines
> Nearly half of the searches about health, education,
roads, jobs, emergencies and holidays
Monday, 29 August 2011

25. Monday, 29 August 2011

26. Mobile traffic weekly for a year
> 6% mobile traffic in July 2011, up from 4.6% in
February 2011 and 2.6% in February 2010
> Half a million unique pages viewed on mobile in July
2011
> Notable spikes around emergencies such as floods
Monday, 29 August 2011

27. Social media traffic weekly for a year
> 55% increase from June to July 2011
> Significant activity but not tracked
- For example, Police has 23,000 followers (up from
17,000 in April), multiple daily tweets, 100 - 300 clicks
per tweet but not tracked
Monday, 29 August 2011

28. August 2011
Victoria Online Confidential Information
This document is provided for client use
only and is not for distribution with third
Seminar Series
parties without permission of Bienalto.
Web Analytics:
The past, present
and future
Hurol Inan
Managing Director
hurol@bienalto.com
0412 348 361
Monday, 29 August 2011