Why Web Analytics Fail Marketers (And How to Stop Failing!) Do you ever struggle to measure the effect of your online marketing investment? Do others in the organization find value in what you're reporting or is it just another report that gets ignored? This session will examine where you can go wrong in measuring your online campaigns and what to do to it. You will learn the must have basics as well as gain some practical advice on how to make your web measurements matter to the audience that needs to take action. * Adam Proehl, Managing Partner, NordicClick Interactive

2. Today’s Topics

6. Your view of web metrics: Alignment

7. How your stakeholders & executives likely view metrics: Alignment

8. “ Give me a one pager” Alignment

10. Making Web Measurements Matter With this group…… You need to be more than just a geeky numbers guy…….

11. What about sales? Are you aligned well with sales? Or are the gears grinding? Alignment

12. Your view of the web based leads Alignment

13. Sales’ view of web leads Alignment

14. “ Oh, that internet piece” OR Priority & Alignment

15. Facts & truths aren’t always right & Combined: 6 NBA Championships 5 League MVP Awards 14 All Star appearances 10 Scoring titles 9 All Defensive First Team honors More than $1 billion in endorsement deals The Fuzz Factor =

16. The “Flaw of Averages” The Fuzz Factor

19. High Level Corporate Initiatives Fundamentals Company Objectives 2010

20. Plenty of Analytics Tools There’s plenty more, but this is enough to talk about for now. Fundamentals

21. Simple principle: Tools mean little… … without a clear plan for what you need to measure and why . Fundamentals

22. Even the best tools….. …… can still get you a poorly built house Fundamentals

25. Understand your corporate goals…. Fundamentals

26. Then set business objectives The Rules: Strategic Corporate Goals Business objectives drive the KPI’s, conversion metrics, and are needed to make the data actionable. Be Specific Be Measurable Be Realistic Be Relevant Set Timeframe Must roll up into the overall company strategy Fundamentals

29. Basic Principle: Don’t forget the customer Without your customers……….. Or all you’ll have is an empty storefront Fundamentals

30. Understand your customer’s objectives: Fundamentals

36. So how do guys like me make this stuff useful? There’s usually plenty of data: The question is how to make it actionable? OK……So? You had 10k visitors last month……….. …… ..that’s up from 8k the month before …… .and 6k from the same month a year ago It looks like 60% of that increase is coming from better performance in natural search. …… and 80% of that (60%) is coming from two keyword terms that we targeted a few months ago. But….. there’s a 60% bounce rate for visits coming from those keywords………. I see….. Oh, nevermind … Now we’re talking! Oh! Good, right ? Yeah! Awesome Wait a minute, though…..12% of all visitors coming in from those two keywords fill out the “have a rep contact me” form while the site average is 8% So we are doing good then? OK….now what?

38. The Rules: Strategic Corporate Goals Business objectives drive the KPI’s, conversion metrics, and are needed to make the data actionable. Be Specific Be Measurable Be Realistic Be Relevant Set Timeframe Must roll up into the overall company strategy Good Fundamentals Gets Prioritization Priority

39. Getting Alignment Alignment

42. Promotions & campaigns – track everything Google Analytics URL Builder: Alignment

44. 2. 3. 4. Methodology Matters Just remember to tie into the business and customer objectives as well as get buy in from the stakeholders. Source: www.bruceclay.com Alignment

45. What tools to use and what to report? Depends on what you want to measure and who you’re reporting to….. Alignment

47. Sample Dashboards Ranked in order of importance to the business (success defined) Just tell your audience what you want them to know Use visuals to call out problems or highlight success Note actionable items on your reporting Appointment Booking Site: Ecommerce Site: Always be specific about conversions and close rates. Alignment

48. Some useful (and free or very low cost) tools for you:

51. GA? (Firefox Add on) Make sure pages you’re on are properly tagged with Google Analytics. http://bit.ly/2iprTo

52. Better Google Anaytics (Firefox Add on) Normal View (no add on) With add on http://bit.ly/3O0Kd5

53. Enhanced Google Analytics (Firefox Add on) Detects unusual spikes in referring and keyword traffic http://bit.ly/23COUd

55. Bit.ly Site Tweet from multiple accounts, shorten URL’s ,and get basic clickstats from a browser based interface. *benchmarks only against other bit.ly URL’s. http://bit.ly

57. Excellent Analytics (Excel Plug-in) Login, write new queries, and pull saved ones directly from Excel http://excellentanalytics.com/

58. Site Scan GA from Epik One http://sitescanga.com/ Run a complete scan of all your website pages to check for GA code issues.

64. Key Takeaways