IS09 - Web Analytics Bootcamp

What’s on your mind?

KRISTI MAY &MYLES ROSESenior Marketing Analysts & Web Strategists

ABOUT IDEA

+Full-service interactive advertising agency

+Top-50 agency (AdWeek & BtoB)+Fortune 100 clients+9 offices including Houston &

Seattle+Owned by MPS Group (NYSE: MPS)www.ideaii.com

WEBANALYTICSBOOTCAMPHow to hit the ground running when implementing a web analytics solution for your businessKristi May & Myles RoseSenior Marketing Analysts & Web Strategists

Web analytics trivia

WEB ANALYTICS TRIVIAUS Web Analytics spending is projected to have an annual growth rate of 17% through 2014.

In 2014, how much are US companies forecasted to spend on Web Analytics?

WEB ANALYTICS TRIVIA

A- $109 Million

B- $1 Billion

C- $479 Million

D- $953 Million

WHY WE’RE HERE

+Which analytics provideris the best for my business?

+What are the steps I need to taketo make implementation a success?

+How do I use my analytics reportingto make informed decisions?

WHY ANALYTICS?Marketing

Optimize resources

People Satisfy visitors

Site Improve content &

navigation

Revenue Make more money

AD TRACKING – THE OLD DAYS

+Advertisers placed ad on TV+Revisions to the campaign based on the self

reported viewing habits of a small sample of viewers

AD TRACKING – THE DIGITAL AGE

+Advertisers place ad online+Track each interaction and conversion+Optimize advertising placements based on real

time data and testing

HOW DOES ANALYTICS AFFECT YOUR BUSINESS?Meet Bob+Owns a three person graphic design

shop+Has a website featuring the shop’s

portfolio+Would like the website to generate

new business+How can website analytics help him?

WHICH ANALYTICS PROVIDER IS BEST FOR MY BUSINESS?

Top players

WHICH ANALYTICS PROVIDER IS BEST FOR MY BUSINESS?

Mid level

WHICH ANALYTICS PROVIDER IS BEST FOR MY BUSINESS?

Specialty

WHY USE GOOGLE ANALYTICS?+Free, yet powerful+Easy to implement+Get to know

your visitors+Available to all

GETTING STARTED

How does Bob get started with Google Analytics?

IMPLEMENTING ANALYTICS TRACKING+ Once Bob signs up for an account, GA will generate the code

below.+ Bob will copy the following code block into every web page

he want to track immediately before the </body> tag.

<script type="text/javascript">var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));</script><script type="text/javascript">try {var pageTracker = _gat._getTracker("UA-XXXXXXX-X");pageTracker._trackPageview();} catch(err) {}</script>

Sample Tracking Code

IS THE CODE WORKING?

WASP Firefox add-on

+Google Analytics Tracking Code Status

+WASP (Web Analytics Solution Provider)

+Firebug (Firefox Add-on)

Making sense of the reporting

VISITORSOVERVIEW REPORT

Key metrics+Visits+Visitors+Time on

site+New visits

5 minute time on site average

MAP OVERLAYREPORT

Key metrics+Where are

your visitors located?

Bob’s big inHouston and Dallas

TOP CONTENTREPORT

Key metrics+What

pages are your visitors most interested in?Visitors like to see Bob’s work

REFERRING SITESREPORT

Key metrics+What sites

referred visitors to your site

People who view Bob’s LinkedIn profile are likely to visit his website

KEYWORDS REPORT

Key metrics+What

keywords are driving traffic to your site?

Visitors were able to find Bob’s site using the term Motion Graphics Specialist.

ECOMMERCEOVERVIEW REPORT

Key metrics+Are your

visitors buying?

Visitors are able to purchase art work from Bob’s site. This report helps Bob track visitor purchase conversions over time.

ADDITIONAL REPORTS

Advanced Segmentation+ New v. Returning

Visitors+ Purchasers v.

Browsers

Report name: Benchmarking+ Bob vs. The

Competition

HAPPY BOB

+Bob’s website is trackingvisitors and conversions

+He’s targeted the companies that visit his site

+Bob has generated 3 new paid opportunities from a blog post that sent visitors to his site

+Bob can see that his site is converting visitors much better than his competition

LINKS & RESOURCESAnalytics providers+www.omniture.com+www.google.com/analytics+www.coremetrics.com+www.webtrends.com+www.tealeaf.com+www.clicktracks.com+www.clicktales.com

LINKS & RESOURCESTools to verify tracking+www.webanalyticssolutionprofiler.

com+www.getfirebug.com

QUESTIONS & ANSWERS

Kristi [email protected]

Myles [email protected]

Thank you