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Web Analytics Tõnis Hinnosaar altex marketing, partner Innovative Internet Marketing TM Internet Marketing
What are we  talking about? Innovative Internet Marketing TM Internet Marketing
<ul><li>What web analytics is? </li></ul><ul><li>How can different parties from an organisation benefit from it? </li></ul...
What it is? <ul><li>TIMITI </li></ul><ul><li>Try It! Measure It! Tweak It! </li></ul><ul><li>Jim Sterne </li></ul>Innovati...
Analytics ≠ Metrics Innovative Internet Marketing TM Internet Marketing
Benefits <ul><li>Better understanding of ROI </li></ul><ul><li>Targeted marketing activities </li></ul><ul><li>Optimising ...
Google Analytics <ul><li>http://www.google.com/analytics/ </li></ul>Innovative Internet Marketing TM Internet Marketing
Foundation examples Innovative Internet Marketing TM Internet Marketing
1. Programs Innovative Internet Marketing TM Internet Marketing
<ul><li>Traffic sources </li></ul><ul><li>What keywords bring in traffic? </li></ul><ul><li>What do people search onsite? ...
Example and Task <ul><li>How archimedes has solved splitting content & tracking through Google Analytics? </li></ul><ul><l...
2. Recruit Participants (Goals) Innovative Internet Marketing TM Internet Marketing
<ul><li>Engagement </li></ul><ul><li>Conversion </li></ul><ul><li>Document downloads </li></ul><ul><li>Form submissions </...
Example and Task <ul><li>What is a conversion? </li></ul><ul><li>Let’s define some measurable actions </li></ul>Innovative...
3. Savings in $ Innovative Internet Marketing TM Internet Marketing
<ul><li>ROMI </li></ul><ul><li>Traffic from partner sites </li></ul><ul><li>Traffic from PR and Social </li></ul><ul><li>N...
Example and Task <ul><li>How could Archimedes optimise it’s marketing investments? </li></ul>Innovative Internet Marketing...
4. Geo targeting Innovative Internet Marketing TM Internet Marketing
<ul><li>Traffic sources by location </li></ul><ul><li>Which regions are engaging most? </li></ul><ul><li>Apart from geo lo...
Example and Task <ul><li>Let’s define segments based on location and on-site activities </li></ul>Innovative Internet Mark...
4. Other … Innovative Internet Marketing TM Internet Marketing
<ul><li>What information does our organisation need to know? </li></ul><ul><li>How does our website supports that? </li></...
What else do you  need to know? Innovative Internet Marketing TM Internet Marketing
<ul><li>No errors allowed </li></ul><ul><li>Customisation needed (search engines, site search, goal tracking) </li></ul><u...
<ul><li>[email_address] </li></ul><ul><li>Skype: tonish50 </li></ul><ul><li>www.altex.ee </li></ul>Thank you! Innovative I...
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Web Analytics

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Transcript of "Web Analytics"

  1. 1. Web Analytics Tõnis Hinnosaar altex marketing, partner Innovative Internet Marketing TM Internet Marketing
  2. 2. What are we talking about? Innovative Internet Marketing TM Internet Marketing
  3. 3. <ul><li>What web analytics is? </li></ul><ul><li>How can different parties from an organisation benefit from it? </li></ul><ul><li>How can YOU benefit from it? </li></ul><ul><li>Google Analytics & example case </li></ul>Innovative Internet Marketing TM Internet Marketing
  4. 4. What it is? <ul><li>TIMITI </li></ul><ul><li>Try It! Measure It! Tweak It! </li></ul><ul><li>Jim Sterne </li></ul>Innovative Internet Marketing TM Internet Marketing
  5. 5. Analytics ≠ Metrics Innovative Internet Marketing TM Internet Marketing
  6. 6. Benefits <ul><li>Better understanding of ROI </li></ul><ul><li>Targeted marketing activities </li></ul><ul><li>Optimising conversions </li></ul><ul><li>Savings on customer support (help yourself) </li></ul>Innovative Internet Marketing TM Internet Marketing
  7. 7. Google Analytics <ul><li>http://www.google.com/analytics/ </li></ul>Innovative Internet Marketing TM Internet Marketing
  8. 8. Foundation examples Innovative Internet Marketing TM Internet Marketing
  9. 9. 1. Programs Innovative Internet Marketing TM Internet Marketing
  10. 10. <ul><li>Traffic sources </li></ul><ul><li>What keywords bring in traffic? </li></ul><ul><li>What do people search onsite? </li></ul><ul><li>Content performance </li></ul>Innovative Internet Marketing TM Internet Marketing
  11. 11. Example and Task <ul><li>How archimedes has solved splitting content & tracking through Google Analytics? </li></ul><ul><li>What can you learn from keywords that send traffic? </li></ul>Innovative Internet Marketing TM Internet Marketing
  12. 12. 2. Recruit Participants (Goals) Innovative Internet Marketing TM Internet Marketing
  13. 13. <ul><li>Engagement </li></ul><ul><li>Conversion </li></ul><ul><li>Document downloads </li></ul><ul><li>Form submissions </li></ul><ul><li>Contact coordinator / tutor </li></ul>Innovative Internet Marketing TM Internet Marketing
  14. 14. Example and Task <ul><li>What is a conversion? </li></ul><ul><li>Let’s define some measurable actions </li></ul>Innovative Internet Marketing TM Internet Marketing
  15. 15. 3. Savings in $ Innovative Internet Marketing TM Internet Marketing
  16. 16. <ul><li>ROMI </li></ul><ul><li>Traffic from partner sites </li></ul><ul><li>Traffic from PR and Social </li></ul><ul><li>Note that time cost money as well </li></ul>Innovative Internet Marketing TM Internet Marketing
  17. 17. Example and Task <ul><li>How could Archimedes optimise it’s marketing investments? </li></ul>Innovative Internet Marketing TM Internet Marketing
  18. 18. 4. Geo targeting Innovative Internet Marketing TM Internet Marketing
  19. 19. <ul><li>Traffic sources by location </li></ul><ul><li>Which regions are engaging most? </li></ul><ul><li>Apart from geo locations, also networks, referrals </li></ul>Innovative Internet Marketing TM Internet Marketing
  20. 20. Example and Task <ul><li>Let’s define segments based on location and on-site activities </li></ul>Innovative Internet Marketing TM Internet Marketing
  21. 21. 4. Other … Innovative Internet Marketing TM Internet Marketing
  22. 22. <ul><li>What information does our organisation need to know? </li></ul><ul><li>How does our website supports that? </li></ul><ul><li>Google Analytics measurable goals configuration </li></ul>Innovative Internet Marketing TM Internet Marketing
  23. 23. What else do you need to know? Innovative Internet Marketing TM Internet Marketing
  24. 24. <ul><li>No errors allowed </li></ul><ul><li>Customisation needed (search engines, site search, goal tracking) </li></ul><ul><li>Custom reports and segments </li></ul><ul><li>Add relevant reports on dashboard and use email function </li></ul>Innovative Internet Marketing TM Internet Marketing
  25. 25. <ul><li>[email_address] </li></ul><ul><li>Skype: tonish50 </li></ul><ul><li>www.altex.ee </li></ul>Thank you! Innovative Internet Marketing TM Internet Marketing
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