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Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
Web Analytics: The Value of Insight
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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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  • 1. Web Analytics: The Value of Insight Presented by Iain Harper heartwooddigital.com
  • 2. About Iain Harper <ul><li>Over 15 years in the Internet industry </li></ul><ul><li>Agency and client-side </li></ul><ul><li>Consults internationally on the integration of digital marketing </li></ul><ul><li>Event research & organisation </li></ul><ul><li>heartwooddigital.com </li></ul><ul><li>linkedin.com/in/iainharper </li></ul>
  • 3. <ul><li>If you’re not already using web analytics you’ll discover why you’re missing out </li></ul><ul><li>If you are using web analytics you’ll learn how to get more from it </li></ul>You and your Events
  • 4. <ul><li>“ Web Analytics supports your entire digital marketing strategy with objective insight into performance and the behaviour of your target audience” </li></ul><ul><li>Data collection and analysis </li></ul><ul><li>Anonymously track online interaction </li></ul><ul><li>Website and Event specific </li></ul><ul><li>Aggregated and generic </li></ul>What is Web Analytics?
  • 5. <ul><li>Where do your visitors come from? </li></ul><ul><li>How do they interact with your site? </li></ul><ul><li>What stops them converting to customers? </li></ul><ul><li>Where do they go next? </li></ul><ul><li>Which campaigns are most cost-effective? </li></ul><ul><li>Do other event sites perform better? </li></ul><ul><li>Why? </li></ul><ul><ul><li>Test and measure alternative strategies </li></ul></ul>Knowledge is Power
  • 6. <ul><li>Before </li></ul><ul><ul><li>Ads, Search, Email, Social, PR, Ticket Sales </li></ul></ul><ul><li>During </li></ul><ul><ul><li>Buzz, Interaction, Recommendations </li></ul></ul><ul><li>After </li></ul><ul><ul><li>Feedback, Reviews, “Next Year…” </li></ul></ul><ul><li>Optimise event marketing </li></ul><ul><ul><li>Promotion </li></ul></ul><ul><ul><li>Conversion </li></ul></ul><ul><ul><li>Engagement </li></ul></ul>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. <ul><li>Google Analytics integrates with Adwords </li></ul><ul><li>You can track other PPC and display ads too </li></ul><ul><li>Compare performance with SEO </li></ul>Paid Search Tracking
  • 22. Source Conversions
  • 23. Browsers
  • 24. Smartphone Usage
  • 25. <ul><li>Top-level statistics fine for barometer KPIs </li></ul><ul><li>Segmentation crucial for real insight </li></ul><ul><li>Compare performance by segment </li></ul><ul><ul><li>Sources of visitors </li></ul></ul><ul><ul><li>Methods of access </li></ul></ul><ul><ul><li>Landing pages </li></ul></ul><ul><ul><li>Exit pages </li></ul></ul><ul><ul><li>Conversion funnels </li></ul></ul>Segment & Conquer
  • 26. Segmentation: Sources
  • 27. Segmentation: Exit Pages
  • 28. The Critical Conversion
  • 29. The Critical Conversion
  • 30. The Critical Conversion
  • 31. <ul><li>Track performance through every stage of the ticket sale funnel </li></ul><ul><ul><li>Including the return of a converted customer from a 3 rd party ticketing site </li></ul></ul><ul><li>Use segmentation for the full picture </li></ul><ul><li>Understand where people ‘drop-out’ </li></ul><ul><li>Test alternative layouts/processes </li></ul><ul><ul><li>Including funnel pages on 3 rd party sites </li></ul></ul>Conversion Optimisation
  • 32. <ul><li>Track ‘Site Search’ usage </li></ul><ul><ul><ul><li>What are visitors searching for, are they more engaged, do they convert better? </li></ul></ul></ul><ul><li>Track ‘Share’ usage </li></ul><ul><ul><ul><li>Is the button prominent enough? </li></ul></ul></ul>Track Specific Behaviour
  • 33. Goal Tracking Event Tracking Track Specific Behaviour
  • 34. <ul><li>Track all your incoming & outgoing channels </li></ul><ul><ul><li>Remember offline & calls </li></ul></ul><ul><li>Don’t make do with only top-level KPIs </li></ul><ul><ul><li>Get direct access and use smart segmentation </li></ul></ul><ul><li>Optimise landing pages & conversion funnels </li></ul><ul><ul><li>A/B test different approaches </li></ul></ul><ul><ul><li>Don’t forget 3 rd party ticketing processes </li></ul></ul><ul><li>Get the value of insight… </li></ul><ul><ul><li>Before, during & after your event </li></ul></ul>Summary
  • 35. <ul><li>Heartwood Digital </li></ul><ul><ul><ul><li>http://heartwooddigital.com </li></ul></ul></ul><ul><li>Google Analytics </li></ul><ul><ul><ul><li>http://www.google.com/analytics </li></ul></ul></ul><ul><li>Infinity Tracking (Call Tracking) </li></ul><ul><ul><ul><li>http://www.infinity-tracking.com </li></ul></ul></ul><ul><li>Hitwise Competitive Intelligence </li></ul><ul><ul><ul><li>http://www.hitwise.com/uk </li></ul></ul></ul><ul><li>Radian6 Social Media Monitoring </li></ul><ul><ul><ul><li>http://www.radian6.com </li></ul></ul></ul><ul><li>TweetWall Pro </li></ul><ul><ul><ul><li>http://www.tweetwallpro.com </li></ul></ul></ul>Resources
  • 36. Web Analytics: The Value of Insight Presented by Iain Harper heartwooddigital.com

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