Using Web Analytics to Influence Business Decisions
Using Web Analytics to Influence Business Decisions for NE/SAE: New England Society of Association Executives Web analytics tools help you track your site's statistics, allowing you to see how many people are looking at which page, what sites your visitors are coming from, who your users are, and more. This information can in turn help you measure traffic, understand your visitors' needs and behavior, and gauge click-through rates to new content or features. Whether you're a nonprofit or a for-profit, your data-tracking needs are virtually the same. This session will show you what to consider when choosing an analytics package, and identify free tools and robust applications that can help you better understand your site's visitors. You will learn how to continuously improve your web site, how to find out what your prospective members are most interested in and where they tend to find you, and how you can hone your message and marketing efforts both online and offline to get more leads. Chuck Murphy, Founder & Chief Executive Officer Chuck is responsible for the day-to-day operations of Boston Interactive. He founded the company in 1999 and grew it from a home-based business to an operation with clients from around the world. Chuck acts as Executive Sponsor for major projects, providing both his vision and his leadership to the design and programming teams. Chuck frequently speaks on non-profit website best practices, and is active in many of the local professional organizations. Some of the major organizations Chuck has worked with are Iron Mountain, Forrester Research, Genzyme Corporation, the ASPCA and ACCION International.
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Using Web Analytics to Influence Business Decisions
- 1. 1 “Using Web Analytics to Influence Business Decisions” 2010 Technology Conference
- 4. The data
- 6. What to do with it
- 10. Pharmaceuticals
- 11. Usability
- 26. Social Media
- 27. Video
- 28. Mobile
- 30. Social Media
- 31. Video
- 32. Mobile
- 34. Social Media
- 35. Video
- 36. Mobile
- 38. Social Media
- 39. Video
- 40. Mobile
- 42. Social Media
- 43. Video
- 44. Mobile
- 46. How it works 17
- 47. How it works 18
- 52. Objectives
- 53. Membership
- 54. Resources
- 55. Dues payments
- 56. Registrations
- 58. What actually works Vs. what you think works
- 59. Is my content effective
- 60. How can I improve my site navigation
- 62. Visitors
- 63. Page Views
- 64. Pages
- 65. Site Usage
- 66. Traffic Source
- 67. Visitor Loyalty
- 69. Search Terms
- 70. Time on Site
- 72. Visitor
- 73. Page Views
- 74. PagesVisitors Visits Page Views Pages 0 0 0 0
- 76. Visitor
- 77. Page Views
- 78. PagesVisitors Visits Page Views Pages 0 0 0 1 1 1 1 0
- 80. Visitor
- 81. Page Views
- 82. PagesVisitors Visits Page Views Pages 0 0 0 1 1 1 1 2 2 0
- 84. Visitor
- 85. Page Views
- 86. PagesVisitors Visits Page Views Pages 0 0 0 1 1 1 1 2 2 3 3 0
- 88. Visitor
- 89. Page Views
- 90. PagesVisitors Visits Page Views Pages 0 0 0 1 1 1 1 2 2 3 3 4 0
- 92. Access resources
- 94. Time in section
- 96. Access resources
- 98. Time in section
- 100. Access resources
- 102. Time in section
- 104. Access resources
- 106. Time in section
- 108. Goals 32 Funnel A series of pages which a visitor must pass through before reaching the conversion goal
- 109. Goals 33 Funnel A series of pages which a visitor must pass through before reaching the conversion goal
- 110. Heuristics 34
- 111. Heuristics 35
- 112. Heuristics 36
- 113. Heuristics 37
- 115. Webtrends
- 116. Crazy Egg
- 117. Visistat
- 118. Omniture
- 120. Webtrends
- 121. Crazy Egg
- 122. Visistat
- 123. Omniture
- 125. Webtrends
- 126. Crazy Egg
- 127. Visistat
- 128. Omniture
- 130. Webtrends
- 131. Crazy Egg
- 132. Visistat
- 133. Omniture
- 135. Automate reports
- 137. Look for trends
- 138. Analyze data togetherChuck Murphy cmurphy@bostoninteractive.com (617) 241-7977 x221 Presentation: Bostoninteractive.com/nesae
Notas do Editor
- Analytics tools can precisely measure user behavior and experience. These metrics tell us exactly what users are doing on your site, what pages are of greatest interest to them, and what parts of your site aren’t effective.
- Cognitive Techniques (the process of thought)
- Member and visitor resources
- The problem is, you cannot predict with any degree of accuracy what visitors are going to read and respond to. So content we think is important might not be to the user. This non-performing content does little for us other than taking up space.We can accurately measure interactions and behaviors and adjust accordingly.
- Heuristics: Experience-based techniques that help in problem solvingHow to do itTag pagesSet goalsAutomate reports (email)What to look forDon’t look at one piece of dataTrendsSee what's not thereWhat to doSubtle changesContentCalls to actionImagery
- Heuristics: Experience-based techniques that help in problem solvingHow to do itTag pagesSet goalsAutomate reports (email)What to look forDon’t look at one piece of dataTrendsSee what's not thereWhat to doSubtle changesContentCalls to actionImagery
- Heuristics: Experience-based techniques that help in problem solvingHow to do itTag pagesSet goalsAutomate reports (email)What to look forDon’t look at one piece of dataTrendsSee what's not thereWhat to doSubtle changesContentCalls to actionImagery
- Heuristics: Experience-based techniques that help in problem solvingHow to do itTag pagesSet goalsAutomate reports (email)What to look forDon’t look at one piece of dataTrendsSee what's not thereWhat to doSubtle changesContentCalls to actionImagery
- Track Pet owner typesAnalyze Cat People and Dog PeopleAdjust Personalized Imagery
- Track Pet owner typesAnalyze Cat People and Dog PeopleAdjust Personalized Imagery
- Track Pet owner typesAnalyze Cat People and Dog PeopleAdjust Personalized Imagery
- Track Sectional Content (Conservation, Recreation, Education)Analyze 99% interested in recreationAdjust Rebalanced site focus
- Track Sectional Content (Conservation, Recreation, Education)Analyze 99% interested in recreationAdjust Rebalanced site focus
- Track Sectional Content (Conservation, Recreation, Education)Analyze 99% interested in recreationAdjust Rebalanced site focus
- Track User PathsAnalyze Caught in content loopAdjust Added an “out” to content area
- Track User PathsAnalyze Caught in content loopAdjust Added an “out” to content area
- Track User PathsAnalyze Caught in content loopAdjust Added an “out” to content area
- Don’t set and forget