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Analyses with no web analyst on board

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Geddy Van Elburg przedstawia, co zrobić, gdy w firmie nie ma specjalisty ds. analizy internetowej.

Odpowiada 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?

Publicado en: Tecnología, Empresariales
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Analyses with no web analyst on board

  1. 1. Analyses with no web analyst on boardHow can a company with no in-company web analyst benefit from webanalysis? How can an external web analyst help them to answer specificbusiness questions to make them more effective and more successful?Geddy van Elburg
  2. 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. 3. IonmoonB2B and B2C clients  Internet strategyInternationalMember of WTC Twente  Web analyticsHelping in company web  Usability /Persuasionanalysts team architectureMost of the clients don’t have a  Search Engine Strategyweb analyst on board  Social Media StrategyHelping companies to get gripon their internet strategy andaccountability  Expert reviews
  4. 4. Growing use of Internet Polska/Poland700600  More people will orientate500 online400300 Polska/Poland  More people will buy online.200100 0 2002 2003 1995 2004 2009 2000 2006 2001 2007 2008 2005 This will even grow more: EU plan 2020 on Internet structure
  5. 5. Analytics? Where do you start?Depending on your companiesneeds  What is the existing situation ( starting point)  What is the business strategy  Where do you want to go?  What are your goals?
  6. 6. Situation in most companies Are you reaching all of your target groups?
  7. 7. One size doesn’t fit allMost companies just reach themiddle 30% How do I improve this?Dutch call this the “poldermodel”  Measurable data: insights  Act on Insights So you need web analytics !!
  8. 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 insightsEisenberg & Eisenberg: Waiting for your cat to bark
  9. 9. Web analytics: more than # visitors  StrategyHow did they find you?  Setting up Goals and KPIsWhat are your visitors doingon your website?  SegmentingAre they converting?  Branding vs. non brandingWhat are we Missing?  Translating data into behaviour and into actions
  10. 10. Everything starts with thinkingStart with what you need toknowWhy do you need to knowHow are you getting the dataAre the resultsHow can we duplicate/ avoidresults
  11. 11. Traffic sourceDirect traffic  What is your client value of eachOrganic search source?Paid search  Do you really have a ROI of these traffic sources?Social Media  Which sources drives your mostReferral valuable clients?Email  How can you improve?Offline mediaEtc.
  12. 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. 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. 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. 15. The old funnel model One-way approach Speaking instead of listening Goal: creating demand instead of client value
  16. 16. The new funnel Dialogue through multiple channels Conversation vs. “sending” Goal: Creation of long-term client value & loyalty Sales through service
  17. 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. 18. Relation shop and webshop visitors35000300002500020000 Unique visitors15000 gezinnen10000 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. 19. Target groupsLooking from the inside Looking from the outside Information you provide is not necessarily information the visitor needs
  20. 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. 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. 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. 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 inper Action & Channel media mix
  24. 24. Internet scorecard Balanced scorecard for internet Quick access towards results Complete picture of results Strategic thinking
  25. 25. How is online contributing towards Financial the business goals How do we reach target groups and maintainconversion, retention etc. Customer Website Strategy How do we develop and maintain website effective How do we create Organisation an effective online organisation
  26. 26. Internet scorecard Not only for large companies Especially smaller companies can benefit Quicker response towards visitors/ goals/ etc.
  27. 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. 28. Inhouse vs. External consultant or both? Certified? Knowledge of your business? Training of your staff?
  29. 29. Questions?
  30. 30. Thank you