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WEB ANALYTICS
#heartbeat for your online Marketing
Web Analytics as a Research Method
WEB ANALYTICS
#heartbeat for your online Marketing
WHY ?
Online Strategy




                  Business Intelligence
Web Analytics drives Online Marketing,
like a conductor leads his orchestra.
steve.deveirman@bseen.be
www.Netlash-bSeen.be
www.Twitter.com/stevedv




                                tekst




Business Intelligence Manager
in the past ... it was easy #2000
Web Analytics as a Research Method
Web Analytics as a Research Method
Measure & Know !
Web Analytics as a Research Method
Measure & Optimize your Business
with Key Performance Indicators
Online Parameters that can be measured and evaluated

KPIs make the process visible, that leads to a pre-defined
business objective

different in every type of business and website

KPI = the steps to a goal
Web Analytics as a Research Method
a KPI Model
   •   Market (reach, competition, benchmarks, trends, ...)
   •   Attraction (#UV, lead generation, channels, ...)
   •   Retention (pv/V, tos, bounce rate)
   •   Behaviour (top content, relevancy)
   •   Loyalty (returning prospects & clients)
   •   Conversion (subscriptions, contacts, registrations)
3% conversion = 97% unused potential
...
Web Analytics as a Research Method
“KPI IS NOT THE GOAL”
 How do we translate KPI’s to a plan ?
THE DATA THAT DRIVES
OUR DECISIONS
Web Analytics as a Research Method
Web Analytics                   User Experience


behavioral                            attitudinal


quantitative                          qualitative


high fidelity                            artificial


high volume                         high quality


This data is about WHAT   This data is about WHY
Web Analytics                   User Experience


behavioral                            attitudinal


quantitative                          qualitative


high fidelity                            artificial


high volume                         high quality


This data is about WHAT   This data is about WHY
Web Analytics                   User Experience


behavioral                            attitudinal


quantitative                          qualitative


high fidelity                            artificial


high volume                         high quality


This data is about WHAT   This data is about WHY
Web Analytics                   User Experience


behavioral                            attitudinal


quantitative                          qualitative


high fidelity                            artificial


high volume                         high quality


This data is about WHAT   This data is about WHY
Web Analytics                   User Experience


behavioral                            attitudinal


quantitative                          qualitative


high fidelity                            artificial


high volume                         high quality


This data is about WHAT   This data is about WHY
Web Analytics                   User Experience


behavioral                            attitudinal


quantitative                          qualitative


high fidelity                            artificial


high volume                         high quality


This data is about WHAT   This data is about WHY
Web Analytics as a Research Method
Web Analytics as a Research Method
TOOLS
Web Analytics as a Research Method
•   Value Goals + QSF’s
•   Segments & custom reports
•   Unique visit metric
•   Mobile tracking
•   Custom Labels
•   Advanced tabelling (pivoting)
•   Advanced filtering
•   many, many, many, many more ...
Web Analytics as a Research Method
The WA Basics
marcomgastcollege@gmail.com
       marcom#01
1.   Netto Data Set
2.   Campaign Tracking
3.   E-commerce
4.   Segmentation
5.   Actionable Analytics
Netto Data Set
Profiles & Filters
   •   implement the new GAsync code
   •   re-publish the extra speed & social code line
   •   all domains in 1 GATC #corporateXL
   •   profiles & filters
   •   user rights & ownership
Web Analytics as a Research Method
•   exclude internal IP !

•   3th party agencies

•   Offline bureaus ?

•   Sub domains / directories

•   Exlude Virtual pageviews
•   Rawdata profile | MASTER profile
•   Separate Profiles for segment
•   ‘cpc’ only
•   limited geography
Campaign Tracking
Campaigntracking
Tag all your online campaigns & online media !
GA = 360° online marketing monitor
Medium ?
Source ?
Link ?
Message ?
Format ?
Colour ?


... AB test !
E-Commerce
Why Track E-commerce ?

     •   combine visit behaviour and E-shop data
     •   optimize campaigns & actions based on $$$
     •   drive your website content to the best sellers
     •   Back-end = Sales / E-commerce = Marketing
Web Analytics as a Research Method
Segmentation
Segmentation
look at segmented data in stead of creating averages ...
Web Analytics as a Research Method
Why use advanced segments ?
•   Isolate and analyze subsets of your traffic post-data capture
•   Compare segments and key performance metrics side by side 
•   Analyze your traffic with predefined or customized segments
•   Use on historical data.
•   Available in all accounts and profiles.
Actionable Analytics
Goals & Funnels
   •   make the ‘interaction’ measurable
   •   goals = quality
   •   investigate the drop-outs
   •   look for site entries with the highest conversion%
Web Analytics as a Research Method
entering the
               leaving the funnel
funnel




               defined Goal
Web Analytics as a Research Method
Analytics Right Now
How long can you wait to analyse your actions ?
4 keys :
 •   speed = 1 to 2 seconds
 •   Great UI
 •   Same tag
 •   Free
go to www.netlash.com/kul
RESOURCES
#let us help your business
Web Analytics as a Research Method
Web Analytics as a Research Method
Conclusion
•   The Web is Measurable
•   Use your data, it’s your audience
•   Think Small Act Big
•   Data is Free
•   Convince your HIPPO
TODO Business Intelligence
   •   GA Advanced Tagging
   •   Segmentation & Profiles
   •   Channel Attribution #utmtagging
   •   Web Analytics Audit #findquickwins
   •   Conversion optimization & monitoring
Business Intelligence can help you to
market your platform generate & engage only
profitable vistors
QUESTIONS ?
Thank You




steve.deveirman@bseen.be   www.Netlash-bSeen.be   www.Twitter.com/stevedv

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Web Analytics as a Research Method

  • 1. WEB ANALYTICS #heartbeat for your online Marketing
  • 3. WEB ANALYTICS #heartbeat for your online Marketing
  • 5. Online Strategy Business Intelligence
  • 6. Web Analytics drives Online Marketing, like a conductor leads his orchestra.
  • 8. in the past ... it was easy #2000
  • 13. Measure & Optimize your Business with Key Performance Indicators
  • 14. Online Parameters that can be measured and evaluated KPIs make the process visible, that leads to a pre-defined business objective different in every type of business and website KPI = the steps to a goal
  • 16. a KPI Model • Market (reach, competition, benchmarks, trends, ...) • Attraction (#UV, lead generation, channels, ...) • Retention (pv/V, tos, bounce rate) • Behaviour (top content, relevancy) • Loyalty (returning prospects & clients) • Conversion (subscriptions, contacts, registrations)
  • 17. 3% conversion = 97% unused potential
  • 18. ...
  • 20. “KPI IS NOT THE GOAL” How do we translate KPI’s to a plan ?
  • 21. THE DATA THAT DRIVES OUR DECISIONS
  • 23. Web Analytics User Experience behavioral attitudinal quantitative qualitative high fidelity artificial high volume high quality This data is about WHAT This data is about WHY
  • 24. Web Analytics User Experience behavioral attitudinal quantitative qualitative high fidelity artificial high volume high quality This data is about WHAT This data is about WHY
  • 25. Web Analytics User Experience behavioral attitudinal quantitative qualitative high fidelity artificial high volume high quality This data is about WHAT This data is about WHY
  • 26. Web Analytics User Experience behavioral attitudinal quantitative qualitative high fidelity artificial high volume high quality This data is about WHAT This data is about WHY
  • 27. Web Analytics User Experience behavioral attitudinal quantitative qualitative high fidelity artificial high volume high quality This data is about WHAT This data is about WHY
  • 28. Web Analytics User Experience behavioral attitudinal quantitative qualitative high fidelity artificial high volume high quality This data is about WHAT This data is about WHY
  • 31. TOOLS
  • 33. Value Goals + QSF’s • Segments & custom reports • Unique visit metric • Mobile tracking • Custom Labels • Advanced tabelling (pivoting) • Advanced filtering • many, many, many, many more ...
  • 37. 1. Netto Data Set 2. Campaign Tracking 3. E-commerce 4. Segmentation 5. Actionable Analytics
  • 39. Profiles & Filters • implement the new GAsync code • re-publish the extra speed & social code line • all domains in 1 GATC #corporateXL • profiles & filters • user rights & ownership
  • 41. exclude internal IP ! • 3th party agencies • Offline bureaus ? • Sub domains / directories • Exlude Virtual pageviews
  • 42. Rawdata profile | MASTER profile • Separate Profiles for segment • ‘cpc’ only • limited geography
  • 44. Campaigntracking Tag all your online campaigns & online media ! GA = 360° online marketing monitor
  • 45. Medium ? Source ? Link ? Message ? Format ? Colour ? ... AB test !
  • 47. Why Track E-commerce ? • combine visit behaviour and E-shop data • optimize campaigns & actions based on $$$ • drive your website content to the best sellers • Back-end = Sales / E-commerce = Marketing
  • 50. Segmentation look at segmented data in stead of creating averages ...
  • 52. Why use advanced segments ? • Isolate and analyze subsets of your traffic post-data capture • Compare segments and key performance metrics side by side  • Analyze your traffic with predefined or customized segments • Use on historical data. • Available in all accounts and profiles.
  • 54. Goals & Funnels • make the ‘interaction’ measurable • goals = quality • investigate the drop-outs • look for site entries with the highest conversion%
  • 56. entering the leaving the funnel funnel defined Goal
  • 58. Analytics Right Now How long can you wait to analyse your actions ? 4 keys : • speed = 1 to 2 seconds • Great UI • Same tag • Free
  • 60. RESOURCES #let us help your business
  • 64. The Web is Measurable • Use your data, it’s your audience • Think Small Act Big • Data is Free • Convince your HIPPO
  • 65. TODO Business Intelligence • GA Advanced Tagging • Segmentation & Profiles • Channel Attribution #utmtagging • Web Analytics Audit #findquickwins • Conversion optimization & monitoring
  • 66. Business Intelligence can help you to market your platform generate & engage only profitable vistors
  • 68. Thank You steve.deveirman@bseen.be www.Netlash-bSeen.be www.Twitter.com/stevedv