4. Web Analytics Defined (wikipedia) Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research. Web analytics applications can also help companies measure the results of traditional print advertising campaigns. It helps one to estimate how the traffic to the website changed after the launch of a new advertising campaign. Web analytics provides data on the number of visitors, page views etc to gauge the popularity of the sites which will help to do the market research. Blah, blah, blah 11-03-25 4
6. Web Analytics is… 11-03-25 6 A powerful set of business intelligence tools that can measure and provide insight into the ROI and ROE of all your integrated marketing initiatives Web Analytics Tool Your Data Your Answers
7. Analytics Answers your Burning Questions How long does it take for a Twitter follower to make a purchase? Do they ever buy from you? Did the money you spent on marketing pay off? If so, how much? What part of your website leads to the biggest purchase? Did the redesign of your newsletter signup form lead to more subscribers? Do people who watch your videos on YouTube signup for your eNewsletter? How many people call the 1-800 # from your correspondence? Do you get more customers/visits from facebook or from twitter? What is your most popular campaign? Does popular equal profitable? Are paid search donors worth more than organic search donors? 11-03-25 7
8. What you need to get started Web analytics tool Strategy Comprehensive Setup Time Patience 11-03-25 8
9. Web Analytics Tools Free vs. Paid Choose a single solution and stick with it Remember 90/10 Rule 11-03-25 9
10. Strategy Before All Else Strategic Points to Consider Define what kinds of questions you want to answer Define the metrics that answer the question Define your audience Define how you will capture these metrics Define who (internally) will champion your metrics (you) 11-03-25 10
11. (V=?) Define and Assign Value Everything you decide to track should have a value assigned to it. If it doesn’t have value why are you tracking it? Value is often monetary $ Value is defined by the user ROI=Risk of Ignorance 11-03-25 11
12. Strategic Question Example QUESTION:Which marketing source brings in the most revenue? METRICS:eCommerce Revenue or Goals by marketing source 11-03-25 12
14. Analytics Setup Customize your tracking setup to properly measure all of your goals Goals Events eCommerce Campaign Tagging Test your setup (all of it) Benchmark Your Data 11-03-25 14
18. Wise Words from Chuck I've always found that anything worth achieving will always have obstacles in the way and you've got to have that drive and determination to overcome those obstacles on route to whatever it is that you want to accomplish. -Chuck Norris 11-03-25 18
19. Top 3 Priorities to Measure Sales (Subscription and One time) Newsletter Signups Social Media 11-03-25 19
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21. Why : It provides you with snapshot financial data (on the fly) but also let’s you segment actual income by source and effort. (Email vs. Website vs. Twitter vs. Google)
29. Tracking Email Signups What: Track the number of new email signups to your organization/company. Why : To benchmark the volume of people who sign up to hear more from your organization/company and to understand where they come from. You’re going to warm them up to a purchase. How: Add Thank You Page as a “Goal” Add Virtual PageView Add as an onClick Event 11-03-25 25
30. Tracking Social Media What: Track your Social Media Efforts Why : Establish an ROE for the amount of time you are spending on Social Media and measure the success/level of your engagement How: Add Campaign Tagging to your SM links (Survives tiny-ing) Drive SM traffic to action that you can measure Benchmark your # of fans and followers 11-03-25 26
31. 5 Filters to Make your Life Easier Filter out your organizations IP Address Filter your consultant/vendor IP address Add Full Referral URL Filter Filter all URI data to lowercase Remove URL Root Filter 11-03-25 27
32. Now you have all this data... What to do with it? 11-03-25 28
34. Questions? @erik_rubadeau Post them at: facebook.com/inboxcommunicationsthinktank Erik Rubadeau, Vice-President/COO/CTO Inbox Communications erik@inboxcommunications.com www.inboxcommunications.com
Notas do Editor
Think of all of your campaign and outreach data as being locked in this chest. We use web analytics tools to drill in and find the answers.
What kind of questions can analytics answer?
Non exhaustive Examples of questions that analytics can help you answer
The tool you choose is only 10% of the equation. 90% investment should be in people. And as with anything Free as in Puppies. You still need to take care of it.
There are lots of consultants, and free help available on google blog and help sections forum.
These are three things that I think will not only get you started in analytics but are also some of the most important things to measure.
You can even add extra tracking tag to identify how people who have signed up to your email use your website vs. people who aren’t signed up. It also lets you better understand the persuasiveness of the techniques that you are using to convince people to sign up (Button, Placement, Copy)
ROE doesn’t just mean $ directly in the bank. Effort
