Web Analytics: The Value of Insight

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

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Web Analytics: The Value of Insight

  1. 1. Web Analytics: The Value of Insight By Iain Harper Heartwood Digital http://heartwooddigital.com
  2. 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. 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. 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. 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. 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. 7. Channel Integration
  8. 8. Smart, Mobile, On Location
  9. 9. Interaction & Engagement
  10. 10. Integrated Intelligence
  11. 11. Google Analytics in Focus
  12. 12. Get Access – Take Control
  13. 13. Get Access – Take Control
  14. 14. Dashboard
  15. 15. Visitors
  16. 16. New Visitors vs Returning
  17. 17. Landing Pages
  18. 18. Most Popular Content
  19. 19. Site Navigation
  20. 20. Search Engines
  21. 21. Paid Search Tracking • Google Analytics integrates with Adwords • You can track other PPC and display ads too • Compare performance with SEO
  22. 22. Source Conversions
  23. 23. Browsers
  24. 24. Smartphone Usage
  25. 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. 26. Segmentation: Sources
  27. 27. Segmentation: Exit Pages
  28. 28. The Critical Conversion
  29. 29. The Critical Conversion
  30. 30. The Critical Conversion
  31. 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. 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. 33. Track Specific Behaviour Goal Tracking Event Tracking
  34. 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. 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

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