Geddy Van Elburg przedstawia, co zrobić, gdy w firmie nie ma specjalisty ds. analizy internetowej. Odpowiada m.in. na następujące pytania: - Jak samodzielnie przygotować stronę, mailing, newsletter, by następnie śledzić jego efektywność? - Jak prawidłowo odczytywać dane dostarczane przez programy analityczne? - Na co zwrócić szczególną uwagę przy współpracy z zewnętrznym konsultantem?

1. Analyses with no web analyst on board
How can a company with no in-company web analyst benefit from web
analysis? How can an external web analyst help them to answer specific
business questions to make them more effective and more successful?
Geddy van Elburg

2. Geddy van Elburg
 Web analytics course at UBC
SEO / SEA
Usability  Certified Web analyst
Web analyst ( DAA)
Persuasion Architecture
Conversion optimisation  Chair of DAA Special Interest
Group EU
 Guest speaker/teacher at
More than 13 years of Saxion University
experience
Owner of Ionmoon  Member of education and
certification committee

3. Ionmoon
B2B and B2C clients
 Internet strategy
International
Member of WTC Twente  Web analytics
Helping in company web  Usability /Persuasion
analysts team architecture
Most of the clients don’t have a  Search Engine Strategy
web analyst on board
 Social Media Strategy
Helping companies to get grip
on their internet strategy and
accountability  Expert reviews

4. Growing use of Internet
Polska/Poland
700
600  More people will orientate
500 online
400
300 Polska/Poland  More people will buy online.
200
100
0
2002
2003
1995
2004
2009
2000
2006
2001
2007
2008
2005
This will even grow more: EU plan 2020 on Internet structure

5. Analytics? Where do you start?
Depending on your companies
needs  What is the existing situation (
starting point)
 What is the business strategy
 Where do you want to go?
 What are your goals?

6. Situation in most companies
Are you reaching all of your target groups?

7. One size doesn’t fit all
Most companies just reach the
middle 30% How do I improve this?
Dutch call this the “
poldermodel”
 Measurable data: insights
 Act on Insights
So you need web analytics !!

8. Cats are no dogs
Analysing websites is not only
about data. It is about human
behaviour.
The biggest challenge for any
web analyst is translating data
into actionable insights
Eisenberg & Eisenberg: Waiting for your cat to bark

9. Web analytics: more than # visitors
 Strategy
How did they find you?
 Setting up Goals and KPIs
What are your visitors doing
on your website?  Segmenting
Are they converting?  Branding vs. non branding
What are we Missing?  Translating data into behaviour
and into actions

10. Everything starts with thinking
Start with what you need to
know
Why do you need to know
How are you getting the data
Are the results
How can we duplicate/ avoid
results

11. Traffic source
Direct traffic
 What is your client value of each
Organic search source?
Paid search
 Do you really have a ROI of
these traffic sources?
Social Media
 Which sources drives your most
Referral
valuable clients?
Email
 How can you improve?
Offline media
Etc.

12. Looking beyond ROI
 Crucial data is not ROI, but average order value in campaigns.
 Example:
 Campaign B needs twice as many conversions to reach same results as
campaign A
Campaign A Campaign B
Conversion Ratio 3% 7%
Sale € €10,000 €12,000
# Sales 50 120
Average Order €200 €100
Value (AOV)

13. Branding index
This is all about reach.
 High branding index might be a
Are you reaching people who risk
have not heard about you?
 Is branding segment behaving
differently on your site?
What is the HALO effect of  What can you do to improve?
non-web related marketing?
Branding index and customer life cycle might indicate the health of your company

14. Offline media
 Broad match: sending
 What is the halo effect?
 Cooperation with online
 How to turn readers /watchers into customers?
 What is the Return on Investment?

15. The old funnel model
 One-way approach
 Speaking instead of listening
 Goal: creating demand instead of client
value

16. The new funnel
 Dialogue through multiple channels
 Conversation vs. “sending”
 Goal: Creation of long-term client value & loyalty
 Sales through service

17. Not selling online?
 Webshop have a clear conversion : Sale
 Lead generation and informative websites contribute towards company results.
Example:
 How many people do you attract towards your store?
 How many people ask for a quote?
 How many people become a customer/client?

18. Relation shop and webshop visitors
35000
30000
25000
20000
Unique visitors
15000 gezinnen
10000
5000
0
01 03 05 07 09 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51

19. Target groups
Looking from the inside Looking from the outside
Information you provide is not necessarily
information the visitor needs

20. Not every visitor is equal
 Analyse results demographic data, behavioural, and channel:
 Social media
 Which clients are active on social media? Which channels do they use?
What are they doing there?
 Channel
 Which channel gives most response? Which channel more influencers?
 New vs. Existing customers
 Which group delivers more revenue?
 Multi-Channel Activity/Status
 Are visitors from different channels behaving differently? How?

21. Not every visitor is valuable
 Best way to evaluate the overall performance is to assign a
weighted value (or amount) to any action that makes sense
for your company or organization
 Example:
Page view = 1 point (or € )
Registration = 5 points (or €)
Qualified lead = 7 points (or €)
Sale = 10 points (or €)

22. Conversion measurement
 Essential to zoom in on results
 Every channel has a different result
 Measurements are always not reliable
 Especially with complex products; use of multiple computers etc.

23. 4 critical areas of measurement
Visitor data •Page views, visitors, visits, clicks,
Important basics conversion, bounce etc
Influence Data •When, how, where mentioned,
increasing importance network connections
Feedback Data •Questions, complaints, reviews,
Learn to listen frustrations, problems, praise
•Measure results of actions and
ROI
channels individually and in
per Action & Channel media mix

24. Internet scorecard
 Balanced scorecard for internet
 Quick access towards results
 Complete picture of results
 Strategic thinking

25. How is online
contributing towards
Financial the business goals
How do we reach target
groups and maintain
conversion, retention etc.
Customer Website
Strategy
How do we develop and
maintain website
effective
How do we create Organisation
an effective online
organisation

26. Internet scorecard
 Not only for large companies
 Especially smaller companies
can benefit
 Quicker response towards
visitors/ goals/ etc.

27. Continuity
 Web analysis only works when done on a regular basis ( week/
month/ quarter)
 Compare with same period ( previous month/ same month
previous year): Make your own benchmark

28. Inhouse vs. External consultant or both?
 Certified?
 Knowledge of your business?
 Training of your staff?

29. Questions?

30. Thank you