Presented to the UK live events industry at the AEO Marketing Forum at ExCeL London on 18th November 2010.

1. Web Analytics:
The Value of Insight
By Iain Harper
Heartwood Digital
http://heartwooddigital.com

2. About Iain Harper
• Over 15 years in the Internet industry
• Agency and client-side
• Consults internationally on the integration of
digital marketing
• Google Analytics Qualified
• heartwooddigital.com
• linkedin.com/in/iainharper
• @Iain_Harper

3. You and your Events
• 25% of the events represented in the room
are not using web analytics
• … you’ll discover why you’re missing out
• For the 75% who are using web analytics
• … you’ll learn how to get more from it

4. What is Web Analytics?
• “Web Analytics supports your entire digital
marketing strategy with objective insight into
performance and the behaviour of your
target audience”
• Data collection and analysis
• Anonymously track online interaction
• Website and Event specific
• Aggregated and generic

5. Knowledge is Power
• Where do your visitors come from?
• How do they interact with your site?
• What stops them converting to customers?
• Where do they go next?
• Which campaigns are most cost-effective?
• Do other event sites perform better?
• Why?
– Test and measure alternative strategies

6. The Value of Insight
• Before
– Ads, Search, Email, Social, PR, Ticket Sales
• During
– Buzz, Interaction, Recommendations
• After
– Feedback, Reviews, “Next Year…”
• Optimise event marketing
– Promotion
– Conversion
– Engagement

7. Channel Integration

8. Smart, Mobile, On Location

9. Interaction & Engagement

10. Integrated Intelligence

11. Google Analytics in Focus

12. Get Access – Take Control

13. Get Access – Take Control

14. Dashboard

15. Visitors

16. New Visitors vs Returning

17. Landing Pages

18. Most Popular Content

19. Site Navigation

20. Search Engines

21. Paid Search Tracking
• Google Analytics integrates with Adwords
• You can track other PPC and display ads too
• Compare performance with SEO

22. Source Conversions

23. Browsers

24. Smartphone Usage

25. Segment & Conquer
• Top-level statistics fine for barometer KPIs
• Segmentation crucial for real insight
• Compare performance by segment
– Sources of visitors
– Methods of access
– Landing pages
– Exit pages
– Conversion funnels

26. Segmentation: Sources

27. Segmentation: Exit Pages

28. The Critical Conversion

29. The Critical Conversion

30. The Critical Conversion

31. Conversion Optimisation
• Track performance through every stage of
the ticket sale funnel
– Including the return of a converted customer
from a 3rd
party ticketing site
• Use segmentation for the full picture
• Understand where people ‘drop-out’
• Test alternative layouts/processes
– Including funnel pages on 3rd
party sites

32. Track Specific Behaviour
• Track ‘Site Search’ usage
• What are visitors searching for,
are they more engaged, do they
convert better?
• Track ‘Share’ usage
• Is the button prominent enough?

33. Track Specific Behaviour
Goal Tracking
Event Tracking

34. Summary
• Track all your incoming & outgoing channels
– Remember offline & calls
• Don’t make do with only top-level KPIs
– Get direct access and use smart segmentation
• Optimise landing pages & conversion funnels
– A/B test different approaches
– Don’t forget 3rd
party ticketing processes
• Get the value of insight…
– Before, during & after your event

35. Resources
• Heartwood Digital
• http://heartwooddigital.com
• Google Analytics
• http://www.google.com/analytics
• Infinity Tracking (Call Tracking)
• http://www.infinity-tracking.com
• Hitwise Competitive Intelligence
• http://www.hitwise.com/uk
• Radian6 Social Media Monitoring
• http://www.radian6.com
• TweetWall Pro
• http://www.tweetwallpro.com