2012 Integration Symposium

Website Data Analysis

Peter Howley, PrincipalEmpirical Path

info@empiricalpath.com@EmpiricalPath505-856-6131

‣Introduction ‣Status Quo‣Count Conversions‣Segment Audiences‣Share Insights

Agenda

About Us

Web analytics, market research and campaign measurement

Founded in Washington DC in 2002

Atlanta, NM and DC offices Founder led web analytics

at washingtonpost.com Google Analytics Certified

Partner Webtrends Agency

Why Measure?

Defend digital investment

Compare online to offline

Right-size digital investment

Re-allocate budget to most valuable activities

Celebrate and reward successes

Learn from mistakes

Status Quo

Reports with little context that measure only how many people entered the funnel: Impressions Visits Unique visitors Friends Followers

Measure how many times they complete the funnel (& achieve campaign goal): Purchases Social shares Email signups Contacts via form &

phone File downloads Video views

Count Conversions

Conversions: Sharing

Only cumulative share

data

Only cumulative share data

Conversions: Report

NOTE: All data disguised

NOTE: All data disguised

Conversions: Offer

Main Domain

Vendor Domain

Conversions: Every Report

NOTE: All data disguised

NOTE: All data disguised

Show all, new, returning, or

campaign, etc. visits

Conversions: Funnel Report

NOTE: All data disguised

Segment Audiences

Measure conversion rate for each key segment of visitors. Traffic source (PPC, email,

SEO) Geography Loyalty (new, returning) Answers to survey

questions Content interest Prior purchase

Unique content for

each audience

Segments: Visitor Type

Row for each

segment…in any report

Conversion rates for multiple

goals

Segments: Visitor Type Reporting

NOTE: All data disguised

Segments: Ad Campaigns

Segments: Social Campaigns

Segments: Partner Campaigns

Segments: Campaign Tagging

1 row for each link or set of links worth

tracking

Ties in other analytics

tools

Tells analytics which channel

worked

Segments: Campaign Tagging

RevenueOther Conversions

Segments: Campaign Reporting

Segments: Campaign Attribution

Segments: Campaign Attribution

Share Insights

Get analytics reports, findings & recommendations to decision-makers Build useful dashboards Email reports automatically Update spreadsheets

automatically Try out mobile apps Display real-time metrics Integrate with other data

Web Analytics Dashboard

Auto-emailed Report

Mobile Apps

Real-time Displays

Real-time Displays

Real-time Displays

Auto-updated Excel

Auto-updated Google doc

3rd-party Dashboard

Business Intelligence Tool

Thank you

Questions now?Questions later: info@empiricalpath.com @EmpiricalPath or

@phowley99 Facebook.com/

EmpiricalPath +Empirical Path Page