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2009 Philly Search Camp Analytics

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The document discusses how to prevent "analysis paralysis" when dealing with large amounts of online analytics data. It provides tips for segmentation, focusing on key metrics, testing and learning, integration, and ensuring the right team and processes are in place. Some specific recommendations include focusing on fewer key metrics, creating a testing calendar, automating where possible, filtering out non-consumer traffic, using granular targets, and making analytics a priority with consensus metrics and action plans.

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Advanced Analytics How to prevent online analysis paralysis? October 4, 2009
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[object Object],seasonality competing objectives CPM, CPA, CPL news and current events new media new campaigns drop off budget allocations time of day changing technologies geo targeting open rate new agency New Competitors bounce rate new boss
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],open rate deliverable rate time of day Pages per Visit from California Traffic from Twitter Unique Visitors Cookie Rejection
[object Object],Doesn’t make sense, anomalies, don’t know what pages are included and excluded...
[object Object],Does this include all of our sites? Is this just us? Are these actual unique people?....
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WHAT IS SEARCH? SEO Paid Search
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[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Learn how different segments interact with the site Create a list of key segmentation points
[object Object],When possible, calculate out the effect of variables in your data This can make the difference on whether a trend is good or bad
[object Object],Average Pages/Visit/Segment Revenue/returning visit Video views/unique visitor number of visits until newsletter subscription average quotes/purchase percentage of site searches with 0 results percentage of page views with errors percentage of branded vs. unbranded searchers completion rate of contact form clicks on agent-locator tool disqualification rate/traffic driver top converting searches conversion rate/hour of the day on weekdays percentage of eligible visitors opting into paperless billing completion rate of contact form bounce rate/keyword top pages used in the refer a friend tool number of users who used the online chat tool average time to complete a quote ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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[object Object],$300 CPA $150 CPA
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