In consumer profiling, Novo sees

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In consumer profiling, Novo sees

  1. 1. Data Mining & E-Business Lecture Paul Muret Engineering Director, Google Analytics
  2. 2. Data Mining and E-Business Lecture <ul><li>Overview of Google Analytics </li></ul><ul><ul><ul><li>Establishing Goals & Baselines </li></ul></ul></ul><ul><ul><ul><li>Marketing Optimization </li></ul></ul></ul><ul><ul><ul><li>Content Optimization </li></ul></ul></ul><ul><ul><ul><li>Business Integration </li></ul></ul></ul><ul><li>Case Studies & Examples </li></ul><ul><ul><ul><li>ReMax, CKE, BuildDirect, Deckers </li></ul></ul></ul><ul><li>Data Collection: How does it work? </li></ul><ul><ul><ul><li>JavaScript & Cookies </li></ul></ul></ul><ul><ul><ul><li>Referral Detection & Tagging </li></ul></ul></ul><ul><ul><ul><li>Visitor Data Model & Views </li></ul></ul></ul><ul><ul><ul><li>Tracking Dynamic Content </li></ul></ul></ul><ul><li>Developing Topics </li></ul><ul><ul><ul><li>Internal Search </li></ul></ul></ul>
  3. 3. Overview of Google Analytics
  4. 4. Establishing Goals & Baselines ZAAZ Methodology
  5. 5. Establishing Goals & Baselines E-Commerce Brand/Product Awareness Lead-Generation
  6. 6. Marketing Optimization
  7. 7. Marketing Optimization
  8. 8. 1. Overview of Google Analytics <ul><li>Landing Pages and Bounce Rates </li></ul><ul><li>Popular and Important Content </li></ul><ul><li>Navigation Analysis </li></ul><ul><li>Funnel Analysis </li></ul>Content Optimization
  9. 9. Content Optimization
  10. 10. 1. Overview of Google Analytics <ul><li>Sales Process Flow </li></ul><ul><li>Online / Offline Tracking </li></ul><ul><li>User Loyalty / Community Building </li></ul><ul><li>Customer / Market Knowledge </li></ul><ul><li>Brand Building and Viral Marketing </li></ul><ul><li>(What is this data source telling me about the business?) </li></ul>Business Integration
  11. 11. 2. Case Studies & Examples <ul><li>RE/MAX </li></ul><ul><li>CKE Restaurants </li></ul><ul><li>BuildDirect </li></ul><ul><li>Deckers </li></ul>Case Studies & Examples
  12. 12. Analytics Case Study: “ We have already noticed several hot spots that we were previously unaware of. By visualizing where traffic is coming from geographically, these opportunities are jumping out at us.” – Constance Slippy, Senior Manager of Web Services
  13. 13. Analytics Case Study: <ul><li>Spicy Paris drives 4 Million Visitors in 3 weeks </li></ul><ul><li>50,000 visitors clicked the Spicy Burger coupon </li></ul><ul><li>60,000 visitors clicked the Restaurant Locator </li></ul><ul><li>60,000 people forwarded the video to friends </li></ul>
  14. 14. Analytics Case Study: <ul><li>Any media can be used for “ Pull Marketing ” – all it has to do is create an Attraction or highlight one. </li></ul><ul><li>-- Jim Novo, The Drilling Down Project </li></ul>
  15. 15. Analytics Case Study:
  16. 16. Analytics Case Study: 2 Step Process Original Process Broken Funnel
  17. 17. Analytics Case Study:
  18. 18. Analytics Case Study: The more you reduce friction in your sales process, the more you accommodate your customer’s buying process, the more confidence the customer gains, the better the customer experience. The increased intimacy of that experience is what allows customers to ascribe a deeper connection and more value to products and services. – Bryan Eisenberg, Waiting for the Cat to Bark
  19. 19. Analytics Case Study: Innovative footwear products. Global lifestyle brands –Teva, UGG ® Australia, Simple Shoes. Teva.com analysis provided by ZAAZ | Premier web analysis & optimization consulting agency.
  20. 20. Analytics Case Study: Teva.com analysis provided by ZAAZ | Premier web analysis & optimization consulting agency. <ul><li>March vs. Feb 2006 </li></ul><ul><li>Revenue 36% + </li></ul><ul><li>Transactions 73% + </li></ul><ul><li>Average Order Value 21% - </li></ul><ul><li>Avg. Conversion Rate 2.856% </li></ul>Note: Data blocked for confidentiality.
  21. 21. Analytics Case Study: Teva.com analysis provided by ZAAZ | Premier web analysis & optimization consulting agency. <ul><li>March vs. Feb 2006 </li></ul><ul><li>Looking specifically at Clearance items content </li></ul><ul><li>Unique views 64%+ </li></ul><ul><li>Pageviews 80%+ </li></ul><ul><li>Is Clearance over-emphasized within the site? </li></ul>
  22. 22. 3. Data Collection: How does it work? Data Collection <ul><ul><ul><li>- JavaScript & Cookies </li></ul></ul></ul><ul><ul><ul><li>- Referral Detection & Tagging </li></ul></ul></ul><ul><ul><ul><li>- Visitor Data Model & Views </li></ul></ul></ul><ul><ul><ul><li>- Tracking Dynamic Content </li></ul></ul></ul><script src=&quot;http://www.google-analytics.com/urchin.js&quot; type=&quot;text/javascript&quot;></script> <script type=&quot;text/javascript&quot;> _uacct = &quot;UA-30481-1&quot;; urchinTracker(); </script>
  23. 23. 4. Developing Topics Developing Topics <ul><ul><ul><li>- Internal Search </li></ul></ul></ul>
  24. 24. 4. Developing Topics: Internal Search
  25. 25. 4. Developing Topics: Internal Search
  26. 26. 4. Developing Topics: Internal Search <ul><li>Example: searched for specific Teva style “Dozer” </li></ul><ul><li>What’s wrong with this experience? </li></ul><ul><ul><li>Exact matches fall at bottom of page </li></ul></ul><ul><ul><li>Not replaying term(s) used in the search </li></ul></ul><ul><ul><li>Related links not narrow enough </li></ul></ul>Teva.com analysis provided by ZAAZ | Premier web analysis & optimization consulting agency.
  27. 27. <ul><li>Establishing Goals & Baselines </li></ul><ul><ul><ul><li>Decisions are made on the quality of data. Set initial goals and spend time on configuration and tagging. If possible, design for tracking. </li></ul></ul></ul><ul><li>Marketing Optimization </li></ul><ul><ul><ul><li>Search has highest conversion rates. Drive more traffic through active SEM/SEO activities. Understand and take advantage of Geo location opportunities. Tag and track marketing campaigns. </li></ul></ul></ul><ul><li>Content Optimization </li></ul><ul><ul><ul><li>Examine landing pages and funnels. Understand navigation and drive consistent information scent. Test and re-test. </li></ul></ul></ul><ul><li>Business Integration </li></ul><ul><ul><ul><li>What is the data telling me about my business, my customers, and the market. Find key opportunities and integrate analytics into larger marketing activities. </li></ul></ul></ul>Summary: Battle for the individual and the market.

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