1. Ramon Ray
Editor & Technology Evangelist
Smallbiztechnology.com
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2. What Is Analytics
• Analyzing
Information
• Measuring
• Turning Data
Into Actionable
Information
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3. Analytic Benefits
• Fine Tuning
• Changing Direction
• Improving the Good
• Stopping the Bad
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4. What Are Your Goals
• More Web Site Traffic
• More Facebook Likes
• More Twitter Followers
• More Email Followers
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5. What Are Your Real Goals
• More Media
Mentions
• More Sales Leads
• More Customer
Comments
• Less Complaints
• Less Phone Calls
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6. What Can Analytics Tell You?
• Is my advertising working?
• What medium is most desired by
my customers?
• What time of the day is best?
• Images? Video? Text? White
Papers?
• What products do my customers
want?
• What products don’t my
customers want?
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7. Listen Carefully To Your Data
• Are Analytics YELLING
NO?!
• Succeed Fast.
• Fail Faster.
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8. Is Email Marketing Dead?
• Still A Great Way To
Nurture A
Relationship with
Customers
• Compliments
Social Media, Blogs
and a great Web
Site
8

9. Email Analytics
• Emails Sent
• Emails Bounced
• Emails Open
• Emails Clicked
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10. Bounced Email
• Non-existent email
addresses
– Find out why
• Temporarily Undeliverable
– Try again and measure
• Blocked (Company, ISP)
– Contact company and/or ISP
• Mailbox Full
– Hmm….ethically and
discretely contact the
recipient
• Vacation (email was
delivered)
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11. Emails Opened
• Are you segmenting your email
• Agonize over subject lines
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12. Email Opens
• Subject Line was good
enough to pique interest
• High Open Rates Are
Good
• If they don’t open should
you delete?
– Want to hear Ramon’s
Symantec Story?
• Don’t stop at “opens”!
• Did they click?
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13. Engagement
• Forwards
• Social Media Shares
• TIP: Refresh Past Email Campaign Analytics
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14. Email Clicks
• Clicks is deeper engagement and interest in
your product, service, information, YOU!
• Glean insight from clicks
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15. Follow Clicks from Email To Web
• Tag links to follow through to web site
• Clicks are great but final action is vital
• Neat and Powerful Tool: URL Builder
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16. URL Builder
http://www.google.com/support/googleanalytics/bin/answer.py?answer=55578
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17. Web Site Analytics
• Who are your visitors?
• Where are they coming from?
• What are they viewing?
• What do they want?
• What content do they like best?
• What should you offer them?
• How are they finding you?
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18. Web Site Analytics: Visitors
• Visits
• Page Views
• Time On Site
• Bounce Rate
• New Visits
• Language
• Browser
• Operating System
• Browser
• Flash
• Java
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19. Web Site Analytics
What your web site is about affects metrics
interpretation
Sales
Content
Engagement
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20. New vs. Returning Visitors
• New visitors are great?
• Why is no one returning?
– Content is not compelling
enough
– Prices too high
– Error on web site
• Visitors are returning?
• Why are no new visitors
coming?
– Content is so niche
– Products are too specialized
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21. Bounce Rate
• Bounce Rate
Web Site Analytics
– How fast are people
leaving web site?
• Bounce Rate High
– Blog with content on the
first page?
• Bounce Rate High
– Web Site that is difficult
to navigate
• Language
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22. Traffic Sources
• Direct Traffic
– Your own actions are working!
• Referring Web Sites
– Advertise more
– Provide more content
• Search Engines
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23. Content
• Top content
• Entrance Pages
• Entrance
Keywords
• Click Patterns
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24. Click Patterns
Do I need to upgrade my
web site?
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25. What Else To Measure
• Page Not Found
• Slow Web Sites
• Mobile
Browsers
• Site Down (should you
change your web host?)
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26. Web Site Speed
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27. Is Your Web Site Mobile Ready
Check out smallbiztechnology.com on
your phone. How does it look?
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28. Twitter Analytics
• Most clicked content (use short links)
• Follower Increase
• List increase
• Re-Tweets
• Klout Score
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29. Facebook Analytics
Likes | Unlikes | Gender | Age | Country | Interaction
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30. Measure Video 30

31. Other Tools For Analytics
• SlideShare (for
measuring PPT
views)
• Short URLS (like
Bit.ly) for
measuring
everything
• Event Marketing
Measurement –
Eventbrite, others
• Google Alerts
• Plancast
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32. Selling Online?
• Shopping Cart
Abandonment
• Lost shoppers (should
you use live chat)
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33. NO
MORE
GUT
INSTINCT
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34. Do Analytics But Also
TALK To Customers
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