Internet sleuthing: Gathering the intelligence required to beat the competition - Martijn Bejik

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  • Why does analytics matter to you?
  • Use ad planner tools to find out
  • Internet sleuthing: Gathering the intelligence required to beat the competition - Martijn Bejik

    1. 1. Internet Sleuting: Gathering the Intelligence Requiredto Beat the CompetitionYour Web Analytics AssetsOctober 19th 2011A4U Expo London – Martijn Beijk – Business Consultant Digital Analytix
    2. 2. Martijn Beijk Business Consultant Digital Analytix5 years of international experience in online marketingCo-author of books on SEO and Conversion Rate OptimizationLecturer at universities in the NetherlandsBlogger at State of Search © comScore, Inc. Proprietary. 2
    3. 3. comScore: A Digital Business Analytics Company Audience Measurement: AUDIENCE ANALYTICS – Web, Mobile, 4 Screen Vertical Market Solutions Campaign Planning Campaign Validation Ad Effectiveness: ADVERTISING ANALYTICS – Creative Optimization – Branding & ROI Impact – Digital & Cross Media WEB ANALYTICS Digital Analytix™ Network Optimization & Capacity Planning MOBILE & NETWORK Customer Experience ANALYTICS & Relationship Management Market Intelligence Solutions © comScore, Inc. Proprietary. 3 V1011
    4. 4. How do you measure performance? © comScore, Inc. Proprietary. 4
    5. 5. Web Analytics Tools © comScore, Inc. Proprietary. 5
    6. 6. What is Web Analytics?In order to do business effectively on the web you need to refine and optimize © comScore, Inc. Proprietary. 6
    7. 7. How many of you store affiliate ecommerce transactions into your web analytics tool?7 © comScore, Inc. Proprietary. 7
    8. 8. Performance Silos Measuring performanceYour Web Analytics Vendor Your affiliate network / tracking systemYour campaign information Your affiliate campaign informationYour per page $-index valueYour data warehouse Trackback © comScore, Inc. Proprietary. 8
    9. 9. Do you know who your audience is? © comScore, Inc. Proprietary. 9 How do you measure performance?
    10. 10. Getting to know your audience On-site survey Your email newsletter profiles Use ad planner tools Build relationships Knowing your audience is a competitive advantage! © comScore, Inc. Proprietary. 10
    11. 11. What are your competitors doing? © comScore, Inc. Proprietary. 11
    12. 12. Web Analytics Solutions Profiler (WASP) © comScore, Inc. Proprietary. 12
    13. 13. Ghostery: BA.com © comScore, Inc. Proprietary. 13
    14. 14. Have a closer look at your competitor’s source code © comScore, Inc. Proprietary. 14
    15. 15. And their HTTP headers using HTTPFox © comScore, Inc. Proprietary. 15
    16. 16. Webpagetest.org - compare Pagespeed vs competitors © comScore, Inc. Proprietary. 16
    17. 17. Tips on improving Page Speed http://slidesha.re/jzXTTy© comScore, Inc. Proprietary. 17 http://slidesha.re/jzXTTy
    18. 18. Web Analytics Health ClinicThe Hidden Power of Web AnalyticsLearn more on how to ‘spy’ on your competitors!14.00 - 16.00Get your FREE comScore Data Passport © comScore, Inc. Proprietary. 18
    19. 19. Thank youMartijn Beijkmbeijk@comscore.com@martijnbeijk / @comscoreEMEA

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