Charlotte AMA Featured Presentation Web Analytics Defined Review Web Analytics Solutions Improving ROI Getting Started
May 19, 2015
Charlotte AMA Featured Presentation
Web Analytics Defined
Review Web Analytics Solutions
Improving ROI
Getting Started
Introductions
� WebsiteBiz is a Results-Driven Interactive Marketing Agency• Founded in 1997
• Headquartered in Charlotte, NC
• 51st Fastest Growing Marketing Firm by Inc. Magazine
• Diverse Client List:
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What is Web Analytics?
�Web Analytics: A process for collecting data,
conducting analysis, and reporting Web site
activity and results.
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Why Web Analytics?
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Why Web Analytics?
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Why Web Analytics?
“Firms use web analytics to optimizeoptimize
customer experience and marketing”
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Who Is Your Customer?
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What Can We Track?
�Things like…
• How People arrive at a website
• How they navigate a website
• How they find information on a website
• How they value website content
• How they respond to calls-to-action
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How Do We Track?
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�We need web analytics tools to help:
1. Understand what customers do online
2. Find opportunities
3. Drive customer experience and marketing
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Changing Marketing Landscape
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Changing Marketing Landscape
�The Web Analytics market is maturing:
• Since 1995 vendors consolidating and expanding
• Demand and Sales are at record levels
• Fewer executives are asking “What is web analytics?”
• More are asking “How can we leverage Web analytics
to make better business decisions?”
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Choosing a Web Analytics Solution
� All Web analytics solutions collect data and generate reports.
� But that’s where the similarities end:
• Diverse data collection and reporting
• Add-ons to base products
• Confusing pricing models
Agenda
�Web Analytics Defined
� Leading Web Analytics Solutions
�Getting Started
�Case Study
�Q & A
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Choosing a Web Analytics Solution
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Choosing a Web Analytics Solution
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Source: Forrester Wave Web Analytics – Q3 2007
Web Analytics Solutions
� Strongest Performer
� Powerful and flexible
�Deep data analysis and segmentation
� Excellent 3rd party application integration
� Best suited for medium and large organizations
� Pricing based on page views
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Source: JupiterResearch Executive Survey 2007
Web Analytics Solutions
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Source: JupiterResearch Executive Survey 2007
�What’s New?
• Video Measurement
• Web 2.0 - RSS Feeds, Blogs, Streaming Media
• “One-minute distribution of dashboard reports”
Web Analytics Solutions
� Largest Market Share
� Powerful and Flexible
�Advanced segmentation and analysis tools
�More upfront work to implement
�Need internal resource to manage and maintain
� Best for medium to large enterprises
� Pricing based on page views
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Source: JupiterResearch Executive Survey 2007
Web Analytics Solutions
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Source: JupiterResearch Executive Survey 2007
�What’s New?
○ Web 2.0 Reports – RSS Feeds, Blogs, Streaming Media
○ Drag & Drop to create ROI calculations
Web Analytics Solutions
� Strong Market Share
�Considered a Contender
� Streamlined and Simple Interface
� Integrates nicely with Adwords
� Limited customization and advanced tracking
� Best for small businesses
� Price is Right = Free!
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Source: JupiterResearch Executive Survey 2007
Web Analytics Solutions
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Source: JupiterResearch Executive Survey 2007
�What’s New?
○ Updated Visual Interface
○ Competitive Benchmarking
Agenda
�Web Analytics Defined
� Leading Web Analytics Solutions
�Getting Started
�Case Study
�Q & A
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“# 1 obstacle to successful Web analytics
is figuring out how to take action
from the data collected.”
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Source: Forrester Research Executive Survey 2007
Become an Action Hero!
Getting Started
� 5 Steps to Effective Web Analytics:
1. Measure
2. Report
3. Analyze
4. Optimize
5. Innovate
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� Establish What You Will Measure
• Determine the type of site you have
• Determine your business objectives
• Define Your Key Performance Indicators (KPI’s)
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Measure
Determine Your Site’s Purpose
� Basic Site Categories
• Ecommerce
• Content and Advertising
• Lead Generation
• Customer Support
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Defining Key Performance Indicators
�Typical KPI’s
• Page Views
• Visits and Unique Visitors
• Orders and Revenue
• Conversion Rate
• Leads and Cost-Per-Lead
• Registrations, Newsletter Sign-ups
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Mastering the 5 Steps
� Optimize and Innovate:
• Take calculated risks
• Decisions based data
• Integrate tactics
• Reward top visitors
• Provide incentive to challenging visitors
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Web Analytics Resources
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�Useful Industry Sites
• www.marketerinsight.com
• www.WebAnalyticsDemystified.com
• www.WebAnalyticsAssociation.org
� Vendor Blogs
• Analytics.blogspot.com
• Blogs.omniture.com/author/mbelkin/
• Webtrends.com/Resources/ExpertWebcasts.aspx
Questions?
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Kyle BumgardnerDirector of Business [email protected]
WebsiteBiz: An Interactive Agency1713 Cleveland Ave.
Charlotte, NC 28203
o. 704.338.1727
c. 704.813.4636
www.WebsiteBiz.com
www.MarketerInsight.com