How marketers can use web analytics data to make informed media decisions and improve ROI across online and offline marketing initiatives.
Outline of best-of-breed web analytics platforms currently in use throughout the industry, along with key metrics that help marketers make informed decisions.
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Improving Marketing ROI With Web Analytics by Kyle Bumgardner
1. Who Is Your Customer?
CONFIDENTIAL 1 WebsiteBiz
2. Improving Marketing with Web Analytics
Web Analytics Defined
Leading Web Analytics Solutions
Getting Started
Case Study
Q & A
CONFIDENTIAL 2 WebsiteBiz
3. What is Web Analytics?
Web Analytics: A process for collecting data,
conducting analysis, and reporting Web site
activity and results.
CONFIDENTIAL 3 WebsiteBiz
6. Why Web Analytics?
“Firms use web analytics to optimize
customer experience and marketing”
CONFIDENTIAL 6 WebsiteBiz
7. What Can We Track?
Things like…
• How People arrive at a website
• How they navigate a website
• How they find information on a website
• How they value website content
• How they respond to calls-to-action
CONFIDENTIAL 7 WebsiteBiz
8. How Do We Track?
We need web analytics tools to help:
1. Understand what customers do online
2. Find opportunities
3. Drive customer experience and marketing
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10. Changing Marketing Landscape
The Web Analytics market is maturing:
• Vendors consolidating and expanding
• Fewer executives are asking “What is web analytics?”
• More are asking “How can we leverage Web analytics
to make better business decisions?”
CONFIDENTIAL 10 WebsiteBiz
11. Choosing a Web Analytics Solution
AllWeb analytics solutions collect data and
generate reports.
But that’s where the similarities end:
• Diverse data collection and reporting
• Add-ons to base products
• Confusing pricing models
CONFIDENTIAL 11 WebsiteBiz
12. Choosing a Web Analytics Solution
CONFIDENTIAL 12 WebsiteBiz
13. Choosing a Web Analytics Solution
Source: Forrester Wave Web Analytics – Q3 2007
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14. Web Analytics Solutions
Strongest Performer
Powerful and flexible
Deep data analysis and segmentation
Excellent 3rd party application integration
Best suited for medium and large organizations
Pricing based on page views
Source: JupiterResearch Executive Survey 2007
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15. Web Analytics Solutions
What’s New?
• Video Measurement
• Web 2.0 - RSS Feeds, Blogs, Streaming Media
• “One-minute distribution of dashboard reports”
Source: JupiterResearch Executive Survey 2007
CONFIDENTIAL 15 WebsiteBiz
16. Web Analytics Solutions
Largest Market Share
Powerful and Flexible
Advanced segmentation and analysis tools
More upfront work to implement
Need internal resource to manage and maintain
Best for medium to large enterprises
Pricing based on page views
Source: JupiterResearch Executive Survey 2007
CONFIDENTIAL 16 WebsiteBiz
17. Web Analytics Solutions
What’s New?
○ Web 2.0 Reports – RSS Feeds, Blogs, Streaming Media
○ Drag & Drop to create ROI calculations
Source: JupiterResearch Executive Survey 2007
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18. Web Analytics Solutions
Strong Market Share
Considered a Contender
Streamlined and Simple Interface
Integrates nicely with Adwords
Limited customization and advanced tracking
Best for small businesses
Price is Right = Free!
Source: JupiterResearch Executive Survey 2007
CONFIDENTIAL 18 WebsiteBiz
20. Become an Action Hero!
“# 1 obstacle to successful Web analytics
is figuring out how to take action
from the data collected.”
Source: Forrester Research Executive Survey 2007
CONFIDENTIAL 20 WebsiteBiz
21. Getting Started
5 Steps to Effective Web Analytics:
1. Measure
2. Report
3. Analyze
4. Optimize
5. Innovate
CONFIDENTIAL 21 WebsiteBiz
22. Measure
Establish What You Will Measure
• Determine the type of site you have
• Determine your business objectives
• Define Your Key Performance Indicators (KPI’s)
CONFIDENTIAL 22 WebsiteBiz
23. Determine Your Site’s Purpose
Basic Site Categories
• Ecommerce
• Content and Advertising
• Lead Generation
• Customer Support
CONFIDENTIAL 23 WebsiteBiz
25. Master the 5 Steps
Optimize and Innovate:
• Take calculated risks
• Decisions based data
• Integrate tactics
• Reward top visitors
• Provide incentive to challenging visitors
CONFIDENTIAL 25 WebsiteBiz
26. Thank You
Kyle Bumgardner
Director
Kyle@WebsiteBiz.com
WebsiteBiz: A Digital Marketing Agency
1704 East Blvd.
Charlotte, NC 28203
o. 704.338.1727
c. 704.813.4636
www.WebsiteBiz.com
www.MarketerInsight.com
CONFIDENTIAL 26 WebsiteBiz
For almost all the websites today the data that is collected is unique to online only, it is non-PII (personally identifiable information) and anonymous. When people visit our stores, call our phone centers etc, and ring up at our registers they give us their credit card and their names etc but not, as an example, their unique persistent cookie id.There are small exceptions, like banks where your offline data can be tied to your online behavior using the primary key of bank_account_id.But usually: No cookie_id = no primary key = no soup for you!Still some web analytics vendors and consultants are fond of saying, “Yes we can track everything, online and offline and underwear sizes, and you won’t have to lift a finger!”. Next time you hear that ask them in a sweet voice: “What is the primary key you use to join the two online and offline data?”.
For almost all the websites today the data that is collected is unique to online only, it is non-PII (personally identifiable information) and anonymous. When people visit our stores, call our phone centers etc, and ring up at our registers they give us their credit card and their names etc but not, as an example, their unique persistent cookie id.
100+ Vendors and Web Analytics Solutions in the market today.
Google enters space in 2005 with acquisition of UrchinOmniture continues to expand this year with acquisitions of competitors like Visual Sciences and WebsideStory. OMTR: Reached $1.3B market cap
Diverse data collection and reporting platforms. All Web analytics platforms collect data and generate reports. But that’s where the similarities end. Each uses a slightly different approach tocollect data, process data, calculate metrics, and display results. To make matters worse, eachvendor uses different words for the same concepts.A slew of add-ons for analysis and execution. Most Web analytics vendors offer a base productand a series of add-on modules for things like ad hoc analysis, visitor segmentation, keywordbid management, and behavioral targeting. But when they describe their platforms, they aren’talways specific about how functionality is split across these modules, leaving clients unsure as towhich components they really need.Confusing, unpredictable pricing models. All major Web analytics vendors offer software-as-aservice,and a few offer licensed software as well. Clients who chose the ASP model pay for basicanalytics using a cost per million page views or server calls. Those who chose software pay eithertraditional license fees or the same ASP-style volume pricing, depending on the vendor. Volumepricing means the risk of overage fees if site traffic exceeds estimates — think cell phone. Andother factors affect cost, like the number of profiles, data sets, customizations, and data feeds thecompany needs. Remember those add-on modules? They cost extra too — in some cases quite abit extra. Components are either priced as a percentage of the total page view charge or at a perseatlicense rate.· Aggressive product road maps. As if the current Web analytics platforms weren’t confusingenough, this market is evolving from Web measurement to become the “online marketingplatform.” Some vendors — like ClickTracks parent J.L. Halsey — are building a single, unifiedplatform that includes both analytics and marketing applications. Others, like Omniture, preferan open architecture where clients integrate their Web analytics tool with best-of-breed vendorsin industries like email marketing and content management. Most vendors are somewhere inthe middle — they offer a few marketing applications of their own but have extensive partnernetworks that let clients exchange Web analytics data with the marketing applications theyalready use.