improving marketing roi with web analytics
TRANSCRIPT
Charlotte AMA Featured Presentation
Web Analytics Defined
Review Web Analytics Solutions
Improving ROI
Getting Started
Introductions
� WebsiteBiz is a Results-Driven Interactive Marketing Agency• Founded in 1997
• Headquartered in Charlotte, NC
• 51st Fastest Growing Marketing Firm by Inc. Magazine
• Diverse Client List:
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What is Web Analytics?
�Web Analytics: A process for collecting data,
conducting analysis, and reporting Web site
activity and results.
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Why Web Analytics?
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Why Web Analytics?
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Why Web Analytics?
“Firms use web analytics to optimizeoptimize
customer experience and marketing”
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Who Is Your Customer?
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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
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How Do We Track?
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�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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Changing Marketing Landscape
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Changing Marketing Landscape
�The Web Analytics market is maturing:
• Since 1995 vendors consolidating and expanding
• Demand and Sales are at record levels
• Fewer executives are asking “What is web analytics?”
• More are asking “How can we leverage Web analytics
to make better business decisions?”
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Choosing a Web Analytics Solution
� All Web 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
Agenda
�Web Analytics Defined
� Leading Web Analytics Solutions
�Getting Started
�Case Study
�Q & A
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Choosing a Web Analytics Solution
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Choosing a Web Analytics Solution
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Source: Forrester Wave Web Analytics – Q3 2007
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
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Source: JupiterResearch Executive Survey 2007
Web Analytics Solutions
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Source: JupiterResearch Executive Survey 2007
�What’s New?
• Video Measurement
• Web 2.0 - RSS Feeds, Blogs, Streaming Media
• “One-minute distribution of dashboard reports”
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
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Source: JupiterResearch Executive Survey 2007
Web Analytics Solutions
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Source: JupiterResearch Executive Survey 2007
�What’s New?
○ Web 2.0 Reports – RSS Feeds, Blogs, Streaming Media
○ Drag & Drop to create ROI calculations
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!
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Source: JupiterResearch Executive Survey 2007
Web Analytics Solutions
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Source: JupiterResearch Executive Survey 2007
�What’s New?
○ Updated Visual Interface
○ Competitive Benchmarking
Agenda
�Web Analytics Defined
� Leading Web Analytics Solutions
�Getting Started
�Case Study
�Q & A
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“# 1 obstacle to successful Web analytics
is figuring out how to take action
from the data collected.”
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Source: Forrester Research Executive Survey 2007
Become an Action Hero!
Getting Started
� 5 Steps to Effective Web Analytics:
1. Measure
2. Report
3. Analyze
4. Optimize
5. Innovate
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� Establish What You Will Measure
• Determine the type of site you have
• Determine your business objectives
• Define Your Key Performance Indicators (KPI’s)
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Measure
Determine Your Site’s Purpose
� Basic Site Categories
• Ecommerce
• Content and Advertising
• Lead Generation
• Customer Support
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Defining Key Performance Indicators
�Typical KPI’s
• Page Views
• Visits and Unique Visitors
• Orders and Revenue
• Conversion Rate
• Leads and Cost-Per-Lead
• Registrations, Newsletter Sign-ups
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Mastering the 5 Steps
� Optimize and Innovate:
• Take calculated risks
• Decisions based data
• Integrate tactics
• Reward top visitors
• Provide incentive to challenging visitors
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Web Analytics Resources
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�Useful Industry Sites
• www.marketerinsight.com
• www.WebAnalyticsDemystified.com
• www.WebAnalyticsAssociation.org
� Vendor Blogs
• Analytics.blogspot.com
• Blogs.omniture.com/author/mbelkin/
• Webtrends.com/Resources/ExpertWebcasts.aspx
Questions?
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Kyle BumgardnerDirector of Business [email protected]
WebsiteBiz: An Interactive Agency1713 Cleveland Ave.
Charlotte, NC 28203
o. 704.338.1727
c. 704.813.4636
www.WebsiteBiz.com
www.MarketerInsight.com