A course I gave at the Marketing Institute of Ireland

1. Web analytics

2. Overview

3. The practice of measuring,
collecting, analysing, and
reporting on internet data to
understand how a site is used and
how to optimise its usage.

4. The study of online experience
in order to improve it.

5. 4 goals
4 Better understand our users.
Make decisions based on data, not hunches.
Improve our website.
Improve conversions and sales.

6. Many different data
sources

7. Our website’s data

8. YouTube

9. Facebook

10. Other sources?

11. Which presents us
with a problem

12. Way too much data.

13. What’s the biggest challenge?

14. Taking action.

15. Challenges
Identify the metrics that matter
Ignore the ones that don't
Use metrics that are actionable – that
lead to making a change

16. What’s the answer?

18. A structured approach to
analytics

19. Gone fishing?

20. Intro to web analytics

23. Tagging
?utm_campaign=Analytics_Awareness
&utm_medium=banner
&utm_source=boards.ie

25. Objectives

26. A good campaign has...

27. A clear purpose
&
measurement of success

28. 3 step process
3
1. Business objectives/goals
2. KPIs
3. Online outcomes

29. 3 key areas of marketing
3
1. Getting traffic
2. Online behaviour
3. Conversions

30. 1. Business objectives
What’s the purpose of our website?
Generate sales
Create leads
Reduce costs through self service
Brand awareness

31. A good objective is

32. 2. KPIs
Identify the metrics that matter
Objective: Objective:
Generate sales Create leads
KPIs: KPIs:
Conversion rate, inbound calls,
Average Order newsletter sign-ups
Value

33. Conversions
Macro conversions: ecommerce (2%)
Micro conversions: everything else -
value can be up to 3/4 times that of
macro conversion (wow!)

34. Funnels
Starting at the home page
will result in a tiny funnel
conversion rate, making
improvements
imperceptible.
Start the funnel at the point
where the customer has
indicated some intent.

35. A funnel

37. No obvious conversions?
•Get your people in a room
•Ask them what’s important to them
•Ask them how much it’s worth

38. Monetising goals
Example: Download a prospectus
Set the goal value to be the cost of printing
and posting the prospectus.
Example: Use a Shop Locator
Set the goal value to be the average revenue
per customer in your shop.

39. 3. Segments
Who matters & why
Where they come from, what do they do
and how many of them convert.

40. Segmentation
Acquisition Behaviour Outcomes
Where are we WhAT are Are they
spending time visitors doing? converting?
& money?

42. “branded” keywords Visited from mobiles
From email newsletter Spent more than ¤150

43. “Real” new visitors

44. Why do this?
You get a truer picture of your
marketing spend - acquisition of new
customers - a good picture of what’s
actually happening

45. We do this because it gets
us to focus on the things
that matter most.

46. Reporting

47. Data democracy
•Access to data they want & need
•Digestible data
•Regular data, so they can see the
value of their decisions

48. Governance.

51. Be clear first
& clever second.
Jason Fried, 37 signals

52. Who is it for & what level
of detail do they need?

53. US Smartphone market
RIM 21%
Apple
Palm 39%
Motorola
3%
Nokia 7%
Other
10%
19%
http://gu.com/p/2v7v4/tw

54. 110
sales this
(up 10%)
month

56. Strategic insights

57. What if...

58. Other offsite endeavors
•Dedicated phone numbers for the
web
•Vouchers
•On-line reservation number
•Numbered forms (PDF)
•Branch locators.

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62. While we're on the subject of international
adventures, it should be noted that Twitter has
officially launched in Japan. We noticed a
significant percent of Twitter usage consistently
originating from Japan despite the fact that our
service is in English. This highlighted an
opportunity for us to make Twitter better so we
worked with our partner in Japan, Digital Garage to
launch a Japanese version of Twitter.

64. http://goo.gl

66. Offline to online

67. Reading list

68. Blogs
http://www.kaushik.net