3. Looking back and moving forward:
1. Sell in your business not yourself
2. Don’t be afraid to charge appropriately
3. Know your rate and stick to it
4. Know your area of expertise and stick to it
5. Don’t feel obliged to work with people
1. Answering questions without charging for it (within
reason)
2. Being open and realistic with a client
3. Showing value
4. Loving what you do
Things that have worked:
5. What is Web Analytics?
• Collecting data about website visitors:
– Visits
– Unique Visitors
– Pageviews
– Pages-Per-Visit
– Time-on-Site
– New Visitors
– Returning Visitors
6. What is Effective Web Analytics?
Reporting on Stats:
– Visits
– Unique Visitors
– Pageviews
– Pages-Per-Visit
– Time-on-Site
– New Visitors
– Returning Visitors
Reaping Actionable insights:
– Where does your most
valuable traffic come from?
– How do visitors from mobile
engage differently from
desktop visitors?
– Where and why are you
loosing visitors?
– How is your offline impacting
online sales?
7. What is Effective Web Analytics?
Reaping Actionable insights:
– Where does your most
valuable traffic come from?
– How do visitors from mobile
engage differently from
desktop visitors?
– Where and why are you
loosing visitors?
– How is your offline impacting
online sales?
Realise Insights:
– Digital strategy to focus
on campaigns that have
worked
– Develop a mobile app
– Rename and redesign
website funnels &
navigation
– Develop content
around popular areas
8. 1. Data aids understanding
4. Fuels realisation
3. Drives confidence
2. Brings accountability
5. Yields
growth
Why are businesses investing in Web
Analytics?
10. “Web analytics and services will
underpin the transformation of web
intelligence to support the entire
marketing mix”
Joe Stanhope
Top tips for Google Analytics
11. Top tips for Google Analytics
Attribution
Audience Reports
Optimisation
Traffic Reports
Content Reports
Allocation
Goal Reports
12. Moving from….
To…
€
EventEventEventEventEvent
€5 €20 €5 €20 €50
Time
Recognition for all events.
€
Event
5
Event
4
Event
3
Event
2
Event
1
The last click,
Event 5 gets all
the credit
€0 €0 €0 €0 €100
Time
Get out of the swimming lane
27. 2 User visits homepage
that was tagged with a
remarketing code.
5 … and visits a site of the Google
Content Network. Our server
recognises cookie id and serves
advertiser ad. 2
7
Internet user visits client site
via any traffic sources
(direct, search, referral, etc.)
1 3 Our server collects cookies id of
every visitor and creates a list of
cookies id called « user lists ».
User List
• Cookie 1357
• Cookie 2468
• Cookie 9753
• ….
4 Next time user browses
the web …
6 User clicks on the ad and
makes a purchase on the site
2
Cookie 1357
Cookie 1357
Remarketing
36. •“We’re in a new era of retailing – the era of mass
personalisation…
•…It will offer cheaper products to price-sensitive customers and
luxury products to wealthier customers…
•…The power of this approach was born out by a test we did to sell
mattresses. When a customer visited our website, we would use
Clubcard data to tell us if the customer was more swayed by price
or quality. We’d then display the type of mattress that best
reflected that shopper’s characteristic. Sales grew by 10%.”
Source: Tesco’s chief executive Philip Clarke, at the
Global Summit of the Consumer Goods Forum, Turkey
Tesco Clubcard
40. Slide 40
“I am obnoxiously persistent in helping identify
the desired outcomes of the site / business before
I ever log into their web analytics data…
…without goals and goal values
you are not doing web
analytics, you are doing web
iamwastingyourlifeandminelytics”
Tracking Website Goals
It tends to be brand search and re-targeting which do well in the last click modelBUT.... For these channels to drive any volumesYou need to build a brand if you want people to search for itAnd you need to get people to your site BEFORE you can re-target them.Focusing on these channels at the expense of others will make it hard to grow your baseFrom a search perspective generic searches are usually happening before a brand one and giving all the credit to the brand search and none to the generic search will in the end mean you will optimise out the generic term which was the initial driver. That way you will limit your reach and ultimately you are limiting yourself to only existing customers. New customers and new credit customers will be limited when focusing optimisation on last converting click only.
One tag will generate one user list… You can place the tag anywhere… It can collect users for up to 18 months… And every list can be combined with one another.
