pow ering your presence on the internet AIM: Measuring your online effort

Introduction to Web Analytics Implementation: Tools Ongoing Analysis Examples Traffic Site Efficiency Audience & Reporting Additional Measurement Notes Summary What We’ll Cover

Introduction to Web Analytics

Implementation: Tools

Ongoing Analysis Examples

Traffic

Site Efficiency

Audience & Reporting

Additional Measurement Notes

Summary

Introduction to Web Analytics

Course Description A bit about me… President and Founder of Semphonic – one of the leading web analytics consultancies in the United States. More than 10 years doing web analytics and helping companies measure online properties. More than 20 years in statistical analysis, BI, and measurement. Semphonic clients are primarily large enterprises. Focus is on industries that don’t have ecommerce conversion. Clients: American Express, the BBC, Charles Schwab, Genentech, Intuit, Kohler, NCI, Nokia, Turner Broadcasting and many other top U.S. and global companies. Frequent speaker at eMetrics, SMX, X Change, etc. and regular columnist on web analytics. Blog at http://semphonic.blogs.com/semangel/

President and Founder of Semphonic – one of the leading web analytics consultancies in the United States.

More than 10 years doing web analytics and helping companies measure online properties.

More than 20 years in statistical analysis, BI, and measurement.

Semphonic clients are primarily large enterprises. Focus is on industries that don’t have ecommerce conversion.

Clients: American Express, the BBC, Charles Schwab, Genentech, Intuit, Kohler, NCI, Nokia, Turner Broadcasting and many other top U.S. and global companies.

Frequent speaker at eMetrics, SMX, X Change, etc. and regular columnist on web analytics. Blog at http://semphonic.blogs.com/semangel/

Course Description What is Web Analytics? What is Web Analytics? Web Analytics is the study of how visitors on your web site actually behave. What is it for? Figuring out how to change your web site to make it better, Understanding which marketing methods are working and which aren’t, Finding better ways to use your web site and the online world in general, Giving you insight into your readers, what they care about and what gets and keeps them interested.

What is Web Analytics?

Web Analytics is the study of how visitors on your web site actually behave.

What is it for?

Figuring out how to change your web site to make it better,

Understanding which marketing methods are working and which aren’t,

Finding better ways to use your web site and the online world in general,

Giving you insight into your readers, what they care about and what gets and keeps them interested.

Course Description How Does it Work? Web Analytics tools track each and every page visited on your site. These tools let you know everything that was done and the order in which it was done on the web, BUT – web analytic tools typically know ABSOLUTELY nothing about WHO did these actions. Therefore, Web Analytics is almost always focused on the behavior of visitors – not facts (like gender or age) about them. Behavioral Analysis has three main components Where visitors came from and how they arrived What content they viewed What they accomplished

Web Analytics tools track each and every page visited on your site.

These tools let you know everything that was done and the order in which it was done on the web,

BUT – web analytic tools typically know ABSOLUTELY nothing about WHO did these actions.

Therefore, Web Analytics is almost always focused on the behavior of visitors – not facts (like gender or age) about them.

Behavioral Analysis has three main components

Where visitors came from and how they arrived

What content they viewed

What they accomplished

Sourcing Content Outcomes Your Campaigns Search Engines Paid Organic Directories Partners Linked Sites Direct Pages Viewed Site Areas Viewed Path Engagement Visits Destinations Interactions Commerce Purchases Baskets How did they get here? What did they do? How did it work? The Behavioral Trinity

Your Campaigns

Search Engines

Paid

Organic

Directories

Partners

Linked Sites

Direct

Pages Viewed

Site Areas

Viewed

Path

Engagement

Visits

Destinations

Interactions

Commerce

Purchases

Baskets

Web Analytics Web analytics is about relating Source and Content to Outcomes. Key Concept

Web analytics is about relating Source and Content to Outcomes.

Key Concept

The Road to Excellence A process of measurement and incremental improvement provides the only reasonable and consistent path to excellence.

A process of measurement and incremental improvement provides the only reasonable and consistent path to excellence.

Effective measurement requires a complete program and a continuing effort – not a single initiative or tool purchase - to be highly impactful. Think About a Program

Effective measurement requires a complete program and a continuing effort – not a single initiative or tool purchase - to be highly impactful.

Implementation Vendor Profiles

Course Description Vendor Profile: Omniture Type of Offering Tag-Based Analytics very robust Rich 3 rd Party integration Current Market Leader Complex implementation Appropriate For: Larger companies looking for the safest-bet in analytics. Combines solid reporting and analytics – strength in almost every area. Analytically inclined companies. Expensive & support is not considered good. www.omniture.com

Type of Offering

Tag-Based

Analytics very robust

Rich 3 rd Party integration

Current Market Leader

Complex implementation

Appropriate For:

Larger companies looking for the safest-bet in analytics.

Combines solid reporting and analytics – strength in almost every area.

Analytically inclined companies.

Expensive & support is not considered good.

Course Description Vendor Profile: Google Analytics Type of Offering: Tag-Based Modest Reporting and Limited Analytics Low-range offering with easy implementation and very attractive GUI. Appropriate For: Modest web sites not requiring lots of vendor support. Sites that are limited in their analytic needs or heavily focused on PPC. Companies new to web measurement. www.google.com/analytics/

Type of Offering:

Tag-Based

Modest Reporting and Limited Analytics

Low-range offering with easy implementation and very attractive GUI.

Appropriate For:

Modest web sites not requiring lots of vendor support.

Sites that are limited in their analytic needs or heavily focused on PPC.

Companies new to web measurement.

Course Description Vendor Profile: Unica Type of Offering: Tag-Based/Log-based/Mixed Good reporting and Analytic Capabilities Weak 3 rd Party integration New from this company (acquired product) Very nice tagging scheme – easy implementation Weak distributed reporting Appropriate For: Organizations wanting to keep data in-house Companies wanting open-access to DB data Companies blending analytics and marketing usage Sites without enormous volumes (eBay,AOL,Schwab) netinsight.unica.com/

Type of Offering:

Tag-Based/Log-based/Mixed

Good reporting and Analytic Capabilities

Weak 3 rd Party integration

New from this company (acquired product)

Very nice tagging scheme – easy implementation

Weak distributed reporting

Appropriate For:

Organizations wanting to keep data in-house

Companies wanting open-access to DB data

Companies blending analytics and marketing usage

Sites without enormous volumes (eBay,AOL,Schwab)

Course Description Vendor Profile: Webtrends Type of Offering: Tag-Based/Log-based/Mixed Good reporting and Analytic Capabilities Open Warehouse Structure Perception is negative – company is struggling in marketplace. Version issues. Appropriate For: Organizations wanting to keep data in-house. Sites not requiring much Professional Services from the vendor. www.webtrends.com

Type of Offering:

Tag-Based/Log-based/Mixed

Good reporting and Analytic Capabilities

Open Warehouse Structure

Perception is negative – company is struggling in marketplace.

Version issues.

Appropriate For:

Organizations wanting to keep data in-house.

Sites not requiring much Professional Services from the vendor.

Web Analytics Tools There is no one “BEST” tool. Pick a tool that fits your real needs and budget. Key Concept

There is no one “BEST” tool. Pick a tool that fits your real needs and budget.

Key Concept

Sample Analytics Driving Traffic

Course Description SEO: Finding Opportunities Tracking source by engine by site area using Omniture revealed areas that were significantly under-represented – both across all engines and with particular engines.. . Measurement can help you find SEO opportunities and discipline an SEO program. Where should I focus SEO efforts? Pages in Group Search Engine Source Google % Yahoo % MSN % Database Pages 6,210 81,534 78.0% 12.2% 0.5% Index Page 1 8,037 40.9% 22.5% 20.5% Overall Site 100,000+ 7,670,974 41.1% 32.8% 7.9%

Tracking source by engine by site area using Omniture revealed areas that were significantly under-represented – both across all engines and with particular engines.. .

Measurement can help you find SEO opportunities and discipline an SEO program.

Course Description PPC: Organic Cannibalization We measured the difference in total SEM traffic between the PPC-on and PPC-off periods. Study revealed significant (as much as 50%) cannibalization of organic traffic – correlated to both organic position and “brand” term. Client wanted to measure the impact of a long-standing PPC program on Organic Traffic. The PPC program went dark for a two-week period. Should I buy these words? Light Period (PPC On) Dark Period Search Engines Total SEM Visits Paid Visits Organic Visits Organic % Cannibalization Google 13,999 6,662 7,337 9,424 31% Yahoo 6,926 3,052 3,874 5,191 43% MSN 5,935 2,617 3,318 4,628 51% AOL Search 1,199 770 429 582 20%

We measured the difference in total SEM traffic between the PPC-on and PPC-off periods.

Study revealed significant (as much as 50%) cannibalization of organic traffic – correlated to both organic position and “brand” term.

Client wanted to measure the impact of a long-standing PPC program on Organic Traffic. The PPC program went dark for a two-week period.

Course Description PPC: Optimizing to the Right Measures This client was optimizing by click-through – and shifting more and more dollars to key words that drove very poor customers. Almost 90% of visitors from Type 1 Words on this site “bounced” – meaning they left the site immediately. What keywords actually produce? Paying for many clicks (and SEO optimizations) is a total waste. Measuring the quality of visitors is the only way to understand what really works.

This client was optimizing by click-through – and shifting more and more dollars to key words that drove very poor customers. Almost 90% of visitors from Type 1 Words on this site “bounced” – meaning they left the site immediately.

Paying for many clicks (and SEO optimizations) is a total waste. Measuring the quality of visitors is the only way to understand what really works.

Course Description PPC: Showing the Right Creative Optimizing Ad Creative by click-through is like a flipping a coin. You’ll be wrong half-the-time. Ad Text is as important in qualifying visitors as search term. Measurement can help you find the truly optimal combinations. Which Ad should I really use? Google Ad Optimization versus Proxy Conversion Optimization AdGroup Ad CTR Conversion Rate % of time shown by Google A 3 0.49% 2.80% 35.46% 4 0.51% 1.72% 55.49% B 2 0.31% 16.67% 1.01% 4 0.43% 0.42% 57.17% C 3 0.05% 1.39% 46.04% 4 0.05% 3.39% 46.31% D 3 0.30% 0.00% 32.41% 4 0.29% 5.56% 33.37% F 3 0.37% 2.67% 14.03% 4 0.44% 1.46% 49.52% 5 0.47% 2.52% 17.82%

Optimizing Ad Creative by click-through is like a flipping a coin. You’ll be wrong half-the-time.

Ad Text is as important in qualifying visitors as search term. Measurement can help you find the truly optimal combinations.

Sample Analytics Improving Site Function

Functional Efficiency Do my Router pages get visitors where they need to go Each type of page on your site can be measured with respect to it’s function. Comparing functional performance helps you target site improvements.

Each type of page on your site can be measured with respect to it’s function. Comparing functional performance helps you target site improvements.

Functional Efficiency: Analysis Analysis helps guide what to put on the page, where to put it and how to understand its actual usage. This page had significant real-estate devoted to useless purposes. Can I eliminate a page or improve page real-estate usage?

Analysis helps guide what to put on the page, where to put it and how to understand its actual usage.

This page had significant real-estate devoted to useless purposes.

Course Description Lead Optimization This analysis identified places on the site where visitors clicked on lead-gen opportunities even without a strong driver. Adding more direct calls-to-action greatly enhances this behavior. When and where should I ask for a lead?

This analysis identified places on the site where visitors clicked on lead-gen opportunities even without a strong driver. Adding more direct calls-to-action greatly enhances this behavior.

Course Description Internal Search Optimization On-Site (internal) Search is a critical component of actual site performance. But it’s analysis is complex because it routes to so many places. What do visitors search on and where do they go from search?

On-Site (internal) Search is a critical component of actual site performance. But it’s analysis is complex because it routes to so many places.

Course Description Internal Search Optimization Part of this analysis identified site navigation options that were under-represented. Visitors had to search for some key options. What is missing from my current navigation?

Part of this analysis identified site navigation options that were under-represented. Visitors had to search for some key options.

Sample Analytics Reporting and Audience

Course Description Voice of Customer (VOC) Online Survey data is illuminating in and of itself – and especially useful when integrated with behavioral data. Here, it became clear that the more immediate the need the less effective the search tool. What do customers really think about the site/features?

Online Survey data is illuminating in and of itself – and especially useful when integrated with behavioral data.

Here, it became clear that the more immediate the need the less effective the search tool.

Course Description Intelligent Reporting Part of online measurement is just describing what’s happening to your management. Reporting should answer basic questions not raise them. Here, key changes are automatically identified and highlighted. How do I tell management what happened?

Part of online measurement is just describing what’s happening to your management.

Reporting should answer basic questions not raise them. Here, key changes are automatically identified and highlighted.

Course Description Knowing Your Audience Visitor Segmentation can use web site and online survey data to build powerful, interesting profiles that can help you market more effectively. This is especially useful in driving direct response messaging. Who really uses my web site?

Visitor Segmentation can use web site and online survey data to build powerful, interesting profiles that can help you market more effectively.

This is especially useful in driving direct response messaging.

Some Additional Measurement Notes

Campaign Measurement Make sure you code each online campaign distinctly (especially PPC) Make sure you track campaigns at the appropriate level (AdGroup/Keyword not Engine) Track SEO as a campaign – concentrate on quantity and quality of traffic not position Lead Generation Use site-specific phone numbers. Use multiple phone numbers for each possible contact point Always measure lead quality – even if it’s anecdotal Make sure you carry through a lead-code in all your online measurement. Measurement Notes

Campaign Measurement

Make sure you code each online campaign distinctly (especially PPC)

Make sure you track campaigns at the appropriate level (AdGroup/Keyword not Engine)

Track SEO as a campaign – concentrate on quantity and quality of traffic not position

Lead Generation

Use site-specific phone numbers. Use multiple phone numbers for each possible contact point

Always measure lead quality – even if it’s anecdotal

Make sure you carry through a lead-code in all your online measurement.

Summary

How important is web analytics to you? It’s a function of how important the web site is. You can’t have a great website without analytics but you can have a satisfactory one. How to get started Think about your organization, culture and knowledge Choose a tool / resource direction that is realistic Take the time to build a roadmap of what you want to accomplish What you should worry about Getting People is hard Web Analytics won’t happen without both Tool & Resources Have a plan – don’t just get a tool. Figure out what you want to analyze and why. Summary

How important is web analytics to you?

It’s a function of how important the web site is.

You can’t have a great website without analytics but you can have a satisfactory one.

How to get started

Think about your organization, culture and knowledge

Choose a tool / resource direction that is realistic

Take the time to build a roadmap of what you want to accomplish

What you should worry about

Getting People is hard

Web Analytics won’t happen without both Tool & Resources

Have a plan – don’t just get a tool. Figure out what you want to analyze and why.

Bringing over twenty years of experience in decision support, CRM, and software development, Gary co-founded Semphonic and is President and Chief Technology Officer. He's responsible for leading Semphonic's development of Web analytics services and analysis. In addition, he helps companies like Morgan Stanley, WebMD, O’Reilly Publishing, Care2, Turner Broadcasting, Readers Digest, National Geographic, Intuit, Nokia, American Express and Charles Schwab maximize their web channel marketing through intelligent use of Enterprise Web Analytics. Gary is a regular columnist on ADOTAS and has published articles on Web and SEM Analytics in DM News, American Demographics, CRM Guru, CRM Buyer, IMediaConnection, Business Geographics, WebProNews, Targeted Marketing, BtoB Guide and Business Insurance. He graduated, with honors, from Duke University and lives in San Francisco with his wife and two young girls. 415 493-2582 [email_address] Blog: http://semphonic.blogs.com/semangel/ http://www.semphonic.com About Gary Angel

Bringing over twenty years of experience in decision support, CRM, and software development, Gary co-founded Semphonic and is President and Chief Technology Officer. He's responsible for leading Semphonic's development of Web analytics services and analysis. In addition, he helps companies like Morgan Stanley, WebMD, O’Reilly Publishing, Care2, Turner Broadcasting, Readers Digest, National Geographic, Intuit, Nokia, American Express and Charles Schwab maximize their web channel marketing through intelligent use of Enterprise Web Analytics.

Gary is a regular columnist on ADOTAS and has published articles on Web and SEM Analytics in DM News, American Demographics, CRM Guru, CRM Buyer, IMediaConnection, Business Geographics, WebProNews, Targeted Marketing, BtoB Guide and Business Insurance. He graduated, with honors, from Duke University and lives in San Francisco with his wife and two young girls.

415 493-2582

[email_address]

Blog: http://semphonic.blogs.com/semangel/

http://www.semphonic.com