My Presentation for the students @Marketing Experience Days in Hogeschool Karel de Grote Antwerp

1. WEB ANALYTICS
#heartbeat for your online Marketing

3. WEB ANALYTICS
#heartbeat for your online Marketing

4. HOW ?

5. Online Strategy
Business Intelligence

6. Web Analytics drives Online Marketing,
like a conductor leads his orchestra.

7. steve.deveirman@bseen.be
www.Netlash-bSeen.be
www.Twitter.com/stevedv
tekst
Business Intelligence Manager

8. Web Analytics drives Online Marketing,
like a conductor leads his orchestra.

12. Measure & Optimize your Business
with Key Performance Indicators

14. 3% conversion = 97% unused potential

15. a KPI Model
• Market (reach, competition, benchmarks, trends, ...)
• Attraction (#UV, lead generation, channels, ...)
• Retention (pv/V, tos, bounce rate)
• Behaviour (top content, relevancy)
• Loyalty (returning prospects & clients)
• Conversion (subscriptions, contacts, registrations)

16. ...

17. in the past ... it was easy #2000

20. Measure & Know !

22. Measure & Optimize your Business
with Key Performance Indicators

23. • Online Parameters that can be measured and evaluated
• KPIs make the process visible, that leads to a pre-de ned
business objective
• different in every type of business and website
• KPI = the steps to a goal

25. 3% conversion = 97% unused potential

26. a KPI Model
• Market (reach, competition, benchmarks, trends, ...)
• Attraction (#UV, lead generation, channels, ...)
• Retention (pv/V, tos, bounce rate)
• Behaviour (top content, relevancy)
• Loyalty (returning prospects & clients)
• Conversion (subscriptions, contacts, registrations)

28. “KPI IS NOT THE GOAL”
How do we translate KPI’s to a plan ?

29. ANALYSIS, EVALUATE & OPTIMIZE
• KPI dashboard + downdrills
• best practices
• Business intelligence & Performance Monitoring
• Coaching & training (regio’s)
• Continuous development
• Marketing adjustments

30. The TOOL

32. • Value Goals + QSF’s
• Segments & custom reports
• Unique visit metric
• Mobile tracking
• Custom Labels
• Advanced tabelling (pivoting)
• Advanced ltering
• many, many, many, many more ...

34. The WA Basics

35. 1. Netto Data Set
2. Campaign Tracking
3. E-commerce
4. Segmentation
5. Actionable Analytics

36. Netto Data Set

37. Pro les & Filters
• implement the new GAsync code
• re-publish the extra speed & social code line
• all domains in 1 GATC #corporateXL
• pro les & lters
• user rights & ownership

39. • exclude internal IP !
• 3th party agencies
• Of ine bureaus ?
• Sub domains / directories
• Exlude Virtual pageviews

40. • Rawdata pro le | MASTER pro le
• Separate Pro les for segment
• ‘cpc’ only
• limited geography

41. Campaign Tracking

42. Campaigntracking
Tag all your online campaigns & online media !
GA = 360° online marketing monitor

43. Medium ?
Source ?
Link ?
Message ?
Format ?
Colour ?
... AB test !

44. E-Commerce

45. Why Track E-commerce ?
• combine visit behaviour and E-shop data
• optimize campaigns & actions based on $$$
• drive your website content to the best sellers
• Back-end = Sales / E-commerce = Marketing

47. Segmentation

48. Segmentation
look at segmented data in stead of creating averages ...

50. Why use advanced segments ?
• Isolate and analyze subsets of your traf c post-data capture
• Compare segments and key performance metrics side by side
• Analyze your traf c with prede ned or customized segments
• Use on historical data.
• Available in all accounts and pro les.

51. Actionable Analytics

52. Goals & Funnels
• make the ‘interaction’ measurable
• goals = quality
• investigate the drop-outs
• look for site entries with the highest conversion%

54. entering the
leaving the funnel
funnel
de ned Goal

56. Analytics Right Now
How long can you wait to analyse your actions ?
4 keys :
• speed = 1 to 2 seconds
• Great UI
• Same tag
• Free

57. go to www.netlash.com/med

58. RESOURCES
#let us help your business

61. Conclusion

62. • The Web is Measurable
• Use your data, it’s your audience
• Think Small Act Big
• Data is Free
• Convince your HIPPO

63. TODO Business Intelligence
• GA Advanced Tagging
• Segmentation & Pro les
• Channel Attribution #utmtagging
• Web Analytics Audit # ndquickwins
• Conversion optimization & monitoring

64. Business Intelligence can help you to
market your platform generate & engage only
pro table vistors

65. Questions ?

66. Thank You