A presentation that gives an academic context about Web Analytics as a powerfull research method > gastcollege Mediacentrum KUL op di 22/11/2011

1. WEB ANALYTICS
#heartbeat for your online Marketing

3. WEB ANALYTICS
#heartbeat for your online Marketing

4. WHY ?

5. Online Strategy
Business Intelligence

6. Web Analytics drives Online Marketing,
like a conductor leads his orchestra.

7. steve.deveirman@bseen.be
www.Netlash-bSeen.be
www.Twitter.com/stevedv
tekst
Business Intelligence Manager

8. in the past ... it was easy #2000

11. Measure & Know !

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 ...

35. The WA Basics

36. marcomgastcollege@gmail.com
marcom#01

37. 1. Netto Data Set
2. Campaign Tracking
3. E-commerce
4. Segmentation
5. Actionable Analytics

38. Netto Data Set

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

43. Campaign Tracking

44. Campaigntracking
Tag all your online campaigns & online media !
GA = 360° online marketing monitor

45. Medium ?
Source ?
Link ?
Message ?
Format ?
Colour ?
... AB test !

46. E-Commerce

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

49. Segmentation

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.

53. Actionable Analytics

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

59. go to www.netlash.com/kul

60. RESOURCES
#let us help your business

63. Conclusion

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

67. QUESTIONS ?

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