web analytics

Web Analytics

Tõnis Hinnosaaraltex marketing, partner

Innovative Internet MarketingTMInternet Marketing

What are we talking about?

Innovative Internet MarketingTMInternet Marketing

Innovative Internet MarketingTMInternet Marketing

› What web analytics is?› How can different parties from an

organisation benefit from it?› How can YOU benefit from it? › Google Analytics & example case

What it is?

Innovative Internet MarketingTMInternet Marketing

TIMITI

Try It! Measure It! Tweak It!

Jim Sterne

Analytics ≠ Metrics

Innovative Internet MarketingTMInternet Marketing

Benefits

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› Better understanding of ROI› Targeted marketing activities› Optimising conversions› Savings on customer support

(help yourself)

Google Analytics

http://www.google.com/analytics/

Innovative Internet MarketingTMInternet Marketing

Foundationexamples

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1. Programs

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Innovative Internet MarketingTMInternet Marketing

› Traffic sources› What keywords bring in traffic?› What do people search onsite?› Content performance

Example and Task

› How archimedes has solved splitting content & tracking through Google Analytics?

› What can you learn from keywords that send traffic?

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2. Recruit Participants(Goals)

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Innovative Internet MarketingTMInternet Marketing

› Engagement› Conversion› Document downloads› Form submissions› Contact coordinator / tutor

Example and Task

› What is a conversion?› Let’s define some measurable

actions

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3. Savings in $

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Innovative Internet MarketingTMInternet Marketing

› ROMI› Traffic from partner sites› Traffic from PR and Social

Note that time cost money as well

Example and Task

› How could Archimedes optimise it’s marketing investments?

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4. Geo targeting

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Innovative Internet MarketingTMInternet Marketing

› Traffic sources by location› Which regions are engaging most?› Apart from geo locations, also

networks, referrals

Example and Task

› Let’s define segments based on location and on-site activities

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4. Other …

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Innovative Internet MarketingTMInternet Marketing

› What information does our organisation need to know?

› How does our website supports that?

› Google Analytics measurable goals configuration

What else do you need to know?

Innovative Internet MarketingTMInternet Marketing

Innovative Internet MarketingTMInternet Marketing

› No errors allowed› Customisation needed (search

engines, site search, goal tracking)› Custom reports and segments› Add relevant reports on dashboard

and use email function

tonis@altex.eeSkype: tonish50www.altex.ee

Innovative Internet MarketingTMInternet Marketing

Thank you!