How to Achieve
Advanced Web Site Marketing
Analytics & Insights
Date: January 2014

Website:
Email:

http://www.insightfoc...
Succeeding with Web Analytics Introduction
Organisations need to:

• Become sophisticated in their web analytics.
• Evolve...
Key Success Factors In Web Analytics Success
Key success factors to significantly increase the value achieved from your we...
What is the Purpose of Your Website
The purpose of your website or websites needs to be defined. This involves
and/or incl...
Measuring the Performance of your Website
To successfully be able to measure the performance of your website:

• Stakehold...
Who are Your Most Important Visitors
• Identify who are your web site’s visitors that deliver the most value to your
organ...
Time for Your Analytics Solution
• You are now ready to look at implementing an Analytics solutions.

• Allows you to form...
Achieving a Holistic View and Insights
Need to move away from only web site visitor behavior

If you wish to increase perf...
Formalize Your Framework and Processes
• Successful web analytics are based on frameworks and processes and not on
softwar...
Many Small Changes Are Best
• Discover what changes allow you to meet your web site’s objectives by making a
small change ...
Resource Your Web Analytics Team
• You need to identify and obtain the services of a skilful and intelligent web
analytics...
Create Your Feedback Loop with a Reporting Strategy
• To succeed in taking your web site’s analytics beyond the current st...
Thank You
Contact us to find out how we can help you achieve your adanced web analytics
objectives that are ahead of your ...
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Achieve Advanced Web Site Marketing Analytics & Insights

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This presentation contains key points and suggestions on how to enhance the success of your web analytics initiatives.
This presentation covers the following main point:
• Align web analytics to the corporate strategy.
• Evolve away from the traditional web analysis and reporting metrics to advanced analytics and insights.
• Ensure their web analytics have a positive and measurable ROI.
• Bridge the gap between the volume of data and improving organizational performance.
• Finding the balance between people, customers, processes and governance.

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Achieve Advanced Web Site Marketing Analytics & Insights

  1. 1. How to Achieve Advanced Web Site Marketing Analytics & Insights Date: January 2014 Website: Email: http://www.insightfocus.com.au info@insightfocus.com.au Do not forget to click on the ‘Follow’ button to ensure you do not miss out on future presentations Copyright © 2014 InsightFocus.com.au • All Rights Reserved
  2. 2. Succeeding with Web Analytics Introduction Organisations need to: • Become sophisticated in their web analytics. • Evolve away from the traditional web analysis and reporting metrics. • Ensure their web analytics have a positive and measurable ROI. • Bridge the gap between the volume of data and improve their organization's performance. • Align web analytics to the corporate strategy. • Find the balance between people, customers, processes and governance. The following slides contain key points and suggestions on how to enhance the success of your web analytics initiatives. Copyright © 2014 InsightFocus.com.au • All Rights Reserved
  3. 3. Key Success Factors In Web Analytics Success Key success factors to significantly increase the value achieved from your web analytics initiative are: • A strong sponsor within the organization ideally at the CXO level. • Having senior leadership personnel on the committee. • The committee to comprise of personnel from different parts of the organization. Copyright © 2014 InsightFocus.com.au • All Rights Reserved
  4. 4. What is the Purpose of Your Website The purpose of your website or websites needs to be defined. This involves and/or includes: • Stakeholders need to agree on the purpose of the web site(s). • Align the purpose of the web site to your organization’s strategy and business goals. • Clear communications and agreement between all stakeholders and business units on the purpose of the website. Copyright © 2014 InsightFocus.com.au • All Rights Reserved
  5. 5. Measuring the Performance of your Website To successfully be able to measure the performance of your website: • Stakeholders need to agree on the objectives of your web site. • For each objective you need to identify the metrics and KPIs that are required to measure the success of your website’s goals. • The metrics and/or KPIs that are selected need to be accepted and agreed to by the stakeholder. • Ensure that the metrics and KPIs agreed to are actionable in nature. • Do not select too many metrics/KPIs for each goal. • Be selective on the metrics and KPIs you select to measure the success of your objectives. Copyright © 2014 InsightFocus.com.au • All Rights Reserved
  6. 6. Who are Your Most Important Visitors • Identify who are your web site’s visitors that deliver the most value to your organization and the help you achieve your objectives. • Your most valuable visitors are generally small in number compared to your total number of visitors. • Identify the behavior patterns of your high value visitors on your website as well as across your organization. • Identifying the behavior patterns of high value visitors will require the engagement of analytics and insight frameworks and methodologies. • Once identified, initiate a program of work to improve the website experience for high value visitors by meeting their wants. This will then have flow on effects by increasing the number of your high value visitors. Copyright © 2014 InsightFocus.com.au • All Rights Reserved
  7. 7. Time for Your Analytics Solution • You are now ready to look at implementing an Analytics solutions. • Allows you to formalise your processes and to become effective and efficient. • Determine your requirements and needs prior to evaluating any solutions. Consider some of the following when selecting an Analytics solutions: • Obtains the required data and produces the reports and analysis needed to analyze your metrics and KPIs? • Perform a POC on your specific requirements. • Does the tool offer BI capabilities and the inputting of targets and annotations? • Does it offer depth of analysis for segmentation and path analysis? • Quantify and measure the solution’s implementation costs and ROI? • Is the solution easily adaptable to changing requirements? • Is the end user experience intuitive in nature? • Does it integrate with other internal & external data sources? • What are the ongoing maintenance and support costs? Copyright © 2014 InsightFocus.com.au • All Rights Reserved
  8. 8. Achieving a Holistic View and Insights Need to move away from only web site visitor behavior If you wish to increase performance and extract true analytics and insights that are aligned with your corporate strategy, performance objectives, metrics and KPIs. Then some of the things you need to incorporate with your web analytics are: • Focus groups with your customers. • Surveys online and off line. • End user experience workshops • Competitor intelligence and analysis. • Analysis and integration with your CRM. In summary to achieve insights you need to be able to at least answer the following: • What? • How much? • Why? • What Else? Copyright © 2014 InsightFocus.com.au • All Rights Reserved
  9. 9. Formalize Your Framework and Processes • Successful web analytics are based on frameworks and processes and not on software applications. • Design, develop and implement a formal governance framework including associated processes in managing and monitoring your web sites analytics. • All changes to your website need to be measured against the pre-change and post change states and compared against the expected future state impact. • Measure, analyze and review the impact of changes to your web site’s objectives and their contribution to your corporate strategy. Copyright © 2014 InsightFocus.com.au • All Rights Reserved
  10. 10. Many Small Changes Are Best • Discover what changes allow you to meet your web site’s objectives by making a small change at a time and measuring the impact. • Measure and analyze your metrics and KPIs before and after the small change to your web site. • Obviously implementing a significant re-write of your web site will not allow you to identify what portion of your changes have impacted your web site ability in meeting its objectives. Copyright © 2014 InsightFocus.com.au • All Rights Reserved
  11. 11. Resource Your Web Analytics Team • You need to identify and obtain the services of a skilful and intelligent web analytics analyst. • Empower your web analytics analysts. • Measure the tangible value your analyst(s) deliver in achieving your web site’s objectives and their ROI. • A strong analyst will understand and deliver on the: • Relationship between corporate strategy and the web site’s objectives . • Need to discover insights in the data, • Strong stakeholder management skills. • Marketing principles and the organization’s marketing strategy. • Analytics technologies. Copyright © 2014 InsightFocus.com.au • All Rights Reserved
  12. 12. Create Your Feedback Loop with a Reporting Strategy • To succeed in taking your web site’s analytics beyond the current standard you need to formulate and implement a reporting strategy and processes. • Your reporting strategy & processes will create your feedback loop. • Achieve successful reporting strategies by: • Reports are understood by management. • The contents of your reports are actionable in nature. • Your report ideally be one page in length. • Reports contain all KPIs required to achieve your web site’s objects. • Presentation layer of your report adhere to best practice. • Facilitate factually based decision making processes. • The frequency and timing of your reports meet your business needs. Copyright © 2014 InsightFocus.com.au • All Rights Reserved
  13. 13. Thank You Contact us to find out how we can help you achieve your adanced web analytics objectives that are ahead of your competition. Do not forget to click on the ‘Follow’ button to ensure you do not miss out on future presentations. Website: http://www.insightfocus.com.au Email: info@insightfocus.com.au Copyright © 2014 InsightFocus.com.au • All Rights Reserved

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