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Web Analytics: The Value of Insight

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Presentation given at the Event & Exhibiting Show, London, on 13th July 2011.

Presentation given at the Event & Exhibiting Show, London, on 13th July 2011.

Published in: Technology, Business

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Transcript

  • 1. Web Analytics: The Value of Insight Presented by Iain Harper 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
    • Event research & organisation
    • heartwooddigital.com
    • linkedin.com/in/iainharper
  • 3.
    • If you’re not already using web analytics you’ll discover why you’re missing out
    • If you are using web analytics you’ll learn how to get more from it
    You and your Events
  • 4.
    • “ 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
    What is Web Analytics?
  • 5.
    • 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
    Knowledge is Power
  • 6.
    • Before
      • Ads, Search, Email, Social, PR, Ticket Sales
    • During
      • Buzz, Interaction, Recommendations
    • After
      • Feedback, Reviews, “Next Year…”
    • Optimise event marketing
      • Promotion
      • Conversion
      • Engagement
    The Value of Insight
  • 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.
    • Google Analytics integrates with Adwords
    • You can track other PPC and display ads too
    • Compare performance with SEO
    Paid Search Tracking
  • 22. Source Conversions
  • 23. Browsers
  • 24. Smartphone Usage
  • 25.
    • 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
    Segment & Conquer
  • 26. Segmentation: Sources
  • 27. Segmentation: Exit Pages
  • 28. The Critical Conversion
  • 29. The Critical Conversion
  • 30. The Critical Conversion
  • 31.
    • Track performance through every stage of the ticket sale funnel
      • Including the return of a converted customer from a 3 rd party ticketing site
    • Use segmentation for the full picture
    • Understand where people ‘drop-out’
    • Test alternative layouts/processes
      • Including funnel pages on 3 rd party sites
    Conversion Optimisation
  • 32.
    • 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?
    Track Specific Behaviour
  • 33. Goal Tracking Event Tracking Track Specific Behaviour
  • 34.
    • 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 3 rd party ticketing processes
    • Get the value of insight…
      • Before, during & after your event
    Summary
  • 35.
    • 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
    Resources
  • 36. Web Analytics: The Value of Insight Presented by Iain Harper heartwooddigital.com