Charlotte AMA Featured Presentation
Web Analytics Defined
Review Web Analytics Solutions
Improving ROI
Getting Started

Introductions
WebsiteBiz is a Results-Driven Interactive Marketing Agency
• Founded in 1997
• Headquartered in Charlotte, NC
• 51st Fastest Growing Marketing Firm by Inc. Magazine
• Diverse Client List:
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What is Web Analytics?
Web Analytics: A process for collecting data,
conducting analysis, and reporting Web site
activity and results.
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Why Web Analytics?
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Why Web Analytics?
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Why Web Analytics?
“Firms use web analytics to optimize
customer experience and marketing”
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Who Is Your Customer?
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What Can We Track?
Things like…
• How People arrive at a website
• How they navigate a website
• How they find information on a website
• How they value website content
• How they respond to calls-to-action
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How Do We Track?
We need web analytics tools to help:
1. Understand what customers do online
2. Find opportunities
3. Drive customer experience and marketing
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Changing Marketing Landscape
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Changing Marketing Landscape
The Web Analytics market is maturing:
• Since 1995 vendors consolidating and expanding
• Demand and Sales are at record levels
• Fewer executives are asking “What is web analytics?”
• More are asking “How can we leverage Web analytics
to make better business decisions?”
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Choosing a Web Analytics Solution
All Web analytics solutions collect data and
generate reports.
But that’s where the similarities end:
• Diverse data collection and reporting
• Add-ons to base products
• Confusing pricing models
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Agenda
Web Analytics Defined
Leading Web Analytics Solutions
Getting Started
Case Study
Q&A
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Choosing a Web Analytics Solution
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Choosing a Web Analytics Solution
Source: Forrester Wave Web Analytics – Q3 2007
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Web Analytics Solutions
Strongest Performer
Powerful and flexible
Deep data analysis and segmentation
Excellent 3rd party application integration
Best suited for medium and large organizations
Pricing based on page views
Source: JupiterResearch Executive Survey 2007
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Web Analytics Solutions
What’s New?
• Video Measurement
• Web 2.0 - RSS Feeds, Blogs, Streaming Media
• “One-minute distribution of dashboard reports”
Source: JupiterResearch Executive Survey 2007
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Web Analytics Solutions
Largest Market Share
Powerful and Flexible
Advanced segmentation and analysis tools
More upfront work to implement
Need internal resource to manage and maintain
Best for medium to large enterprises
Pricing based on page views
Source: JupiterResearch Executive Survey 2007
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Web Analytics Solutions
What’s New?
○ Web 2.0 Reports – RSS Feeds, Blogs, Streaming Media
○ Drag & Drop to create ROI calculations
Source: JupiterResearch Executive Survey 2007
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Web Analytics Solutions
Strong Market Share
Considered a Contender
Streamlined and Simple Interface
Integrates nicely with Adwords
Limited customization and advanced tracking
Best for small businesses
Price is Right = Free!
Source: JupiterResearch Executive Survey 2007
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Web Analytics Solutions
What’s New?
○ Updated Visual Interface
○ Competitive Benchmarking
Source: JupiterResearch Executive Survey 2007
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Agenda
Web Analytics Defined
Leading Web Analytics Solutions
Getting Started
Case Study
Q&A
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Become an Action Hero!
“# 1 obstacle to successful Web analytics
is figuring out how to take action
from the data collected.”
Source: Forrester Research Executive Survey 2007
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Getting Started
5 Steps to Effective Web Analytics:
1. Measure
2. Report
3. Analyze
4. Optimize
5. Innovate
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Measure
Establish What You Will Measure
• Determine the type of site you have
• Determine your business objectives
• Define Your Key Performance Indicators (KPI’s)
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Determine Your Site’s Purpose
Basic Site Categories
• Ecommerce
• Content and Advertising
• Lead Generation
• Customer Support
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Defining Key Performance Indicators
Typical KPI’s
• Page Views
• Visits and Unique Visitors
• Orders and Revenue
• Conversion Rate
• Leads and Cost-Per-Lead
• Registrations, Newsletter Sign-ups
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Mastering the 5 Steps
Optimize and Innovate:
• Take calculated risks
• Decisions based data
• Integrate tactics
• Reward top visitors
• Provide incentive to challenging visitors
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Web Analytics Resources
Useful Industry Sites
• www.marketerinsight.com
• www.WebAnalyticsDemystified.com
• www.WebAnalyticsAssociation.org
Vendor Blogs
• Analytics.blogspot.com
• Blogs.omniture.com/author/mbelkin/
• Webtrends.com/Resources/ExpertWebcasts.aspx
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Questions?
Kyle Bumgardner
Director of Business Development
Kyle@WebsiteBiz.com
WebsiteBiz: An Interactive Agency
1713 Cleveland Ave.
Charlotte, NC 28203
o. 704.338.1727
c. 704.813.4636
www.WebsiteBiz.com
www.MarketerInsight.com
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