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1<br />“Using Web Analytics to Influence Business Decisions”<br />2010 Technology Conference<br />
What You’ll Learn<br />2<br /><ul><li>Analytics 101
Business requirements
The data
Meet the vendors
What to do with it
Case studies</li></li></ul><li>About Me<br />3<br />Chuck Murphy<br /><ul><li>Boston Interactive
Founder & CEO
Engineering Degree
Pharmaceuticals
Usability
User-centric design
400+ Websites</li></li></ul><li>Definition<br />4<br />Website Analytics<br />Definition: “Analytics” - how an entity arri...
User Centric<br />5<br />User Centric Design<br /><ul><li>Before: inform on past behaviors
After: to measure our assumptions</li></li></ul><li>History<br />6<br />History<br /><ul><li>Past: Hit Counters
Current: Analytics
Future: Integrated Analytics</li></li></ul><li>History<br />7<br />History<br /><ul><li>Past: Hit Counters
Current: Analytics
Future: Integrated Analytics</li></li></ul><li>History<br />8<br />History<br /><ul><li>Past: Hit Counters
Current: Analytics
Future: Integrated Analytics</li></li></ul><li>History<br />9<br />History<br /><ul><li>Past: Hit Counters
Current: Analytics
Future: Integrated Analytics</li></li></ul><li>History<br />10<br />History<br /><ul><li>Past: Hit Counters
Current: Analytics
Future: Integrated Analytics</li></li></ul><li>Things you can measure<br />11<br />Technology<br /><ul><li>Your Websites
Social Media
Video
Mobile
Blogs</li></li></ul><li>Things you can measure<br />12<br />Technology<br /><ul><li>Your Websites
Social Media
Video
Mobile
Blogs</li></li></ul><li>Things you can measure<br />13<br />Technology<br /><ul><li>Your Websites
Social Media
Video
Mobile
Blogs</li></li></ul><li>Things you can measure<br />14<br />Technology<br /><ul><li>Your Websites
Social Media
Video
Mobile
Blogs</li></li></ul><li>Things you can measure<br />15<br />Technology<br /><ul><li>Your Websites
Social Media
Video
Mobile
Blogs</li></li></ul><li>How it works<br />16<br />
How it works<br />17<br />
How it works<br />18<br />
The business side<br />19<br />Associations<br /><ul><li>Online & Offline
Analytics vs. Surveys
Organizational Goals
Actual User Behavior
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Using Web Analytics to Influence Business Decisions

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Using Web Analytics to Influence Business Decisions for NE/SAE: New England Society of Association Executives

Web analytics tools help you track your site's statistics, allowing you to see how many people are looking at which page, what sites your visitors are coming from, who your users are, and more. This information can in turn help you measure traffic, understand your visitors' needs and behavior, and gauge click-through rates to new content or features. Whether you're a nonprofit or a for-profit, your data-tracking needs are virtually the same. This session will show you what to consider when choosing an analytics package, and identify free tools and robust applications that can help you better understand your site's visitors. You will learn how to continuously improve your web site, how to find out what your prospective members are most interested in and where they tend to find you, and how you can hone your message and marketing efforts both online and offline to get more leads.

Chuck Murphy, Founder & Chief Executive Officer

Chuck is responsible for the day-to-day operations of Boston Interactive. He founded the company in 1999 and grew it from a home-based business to an operation with clients from around the world. Chuck acts as Executive Sponsor for major projects, providing both his vision and his leadership to the design and programming teams.

Chuck frequently speaks on non-profit website best practices, and is active in many of the local professional organizations. Some of the major organizations Chuck has worked with are Iron Mountain, Forrester Research, Genzyme Corporation, the ASPCA and ACCION International.

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  • Analytics tools can precisely measure user behavior and experience. These metrics tell us exactly what users are doing on your site, what pages are of greatest interest to them, and what parts of your site aren’t effective.
  • Cognitive Techniques (the process of thought)
  • Member and visitor resources
  • The problem is, you cannot predict with any degree of accuracy what visitors are going to read and respond to. So content we think is important might not be to the user. This non-performing content does little for us other than taking up space.We can accurately measure interactions and behaviors and adjust accordingly.
  • Heuristics: Experience-based techniques that help in problem solvingHow to do itTag pagesSet goalsAutomate reports (email)What to look forDon’t look at one piece of dataTrendsSee what&apos;s not thereWhat to doSubtle changesContentCalls to actionImagery
  • Heuristics: Experience-based techniques that help in problem solvingHow to do itTag pagesSet goalsAutomate reports (email)What to look forDon’t look at one piece of dataTrendsSee what&apos;s not thereWhat to doSubtle changesContentCalls to actionImagery
  • Heuristics: Experience-based techniques that help in problem solvingHow to do itTag pagesSet goalsAutomate reports (email)What to look forDon’t look at one piece of dataTrendsSee what&apos;s not thereWhat to doSubtle changesContentCalls to actionImagery
  • Heuristics: Experience-based techniques that help in problem solvingHow to do itTag pagesSet goalsAutomate reports (email)What to look forDon’t look at one piece of dataTrendsSee what&apos;s not thereWhat to doSubtle changesContentCalls to actionImagery
  • Track Pet owner typesAnalyze Cat People and Dog PeopleAdjust Personalized Imagery
  • Track Pet owner typesAnalyze Cat People and Dog PeopleAdjust Personalized Imagery
  • Track Pet owner typesAnalyze Cat People and Dog PeopleAdjust Personalized Imagery
  • Track Sectional Content (Conservation, Recreation, Education)Analyze 99% interested in recreationAdjust Rebalanced site focus
  • Track Sectional Content (Conservation, Recreation, Education)Analyze 99% interested in recreationAdjust Rebalanced site focus
  • Track Sectional Content (Conservation, Recreation, Education)Analyze 99% interested in recreationAdjust Rebalanced site focus
  • Track User PathsAnalyze Caught in content loopAdjust Added an “out” to content area
  • Track User PathsAnalyze Caught in content loopAdjust Added an “out” to content area
  • Track User PathsAnalyze Caught in content loopAdjust Added an “out” to content area
  • Don’t set and forget
  • Transcript of "Using Web Analytics to Influence Business Decisions"

    1. 1. 1<br />“Using Web Analytics to Influence Business Decisions”<br />2010 Technology Conference<br />
    2. 2. What You’ll Learn<br />2<br /><ul><li>Analytics 101
    3. 3. Business requirements
    4. 4. The data
    5. 5. Meet the vendors
    6. 6. What to do with it
    7. 7. Case studies</li></li></ul><li>About Me<br />3<br />Chuck Murphy<br /><ul><li>Boston Interactive
    8. 8. Founder & CEO
    9. 9. Engineering Degree
    10. 10. Pharmaceuticals
    11. 11. Usability
    12. 12. User-centric design
    13. 13. 400+ Websites</li></li></ul><li>Definition<br />4<br />Website Analytics<br />Definition: “Analytics” - how an entity arrives at an optimal or realistic decision based on existing data.<br />
    14. 14. User Centric<br />5<br />User Centric Design<br /><ul><li>Before: inform on past behaviors
    15. 15. After: to measure our assumptions</li></li></ul><li>History<br />6<br />History<br /><ul><li>Past: Hit Counters
    16. 16. Current: Analytics
    17. 17. Future: Integrated Analytics</li></li></ul><li>History<br />7<br />History<br /><ul><li>Past: Hit Counters
    18. 18. Current: Analytics
    19. 19. Future: Integrated Analytics</li></li></ul><li>History<br />8<br />History<br /><ul><li>Past: Hit Counters
    20. 20. Current: Analytics
    21. 21. Future: Integrated Analytics</li></li></ul><li>History<br />9<br />History<br /><ul><li>Past: Hit Counters
    22. 22. Current: Analytics
    23. 23. Future: Integrated Analytics</li></li></ul><li>History<br />10<br />History<br /><ul><li>Past: Hit Counters
    24. 24. Current: Analytics
    25. 25. Future: Integrated Analytics</li></li></ul><li>Things you can measure<br />11<br />Technology<br /><ul><li>Your Websites
    26. 26. Social Media
    27. 27. Video
    28. 28. Mobile
    29. 29. Blogs</li></li></ul><li>Things you can measure<br />12<br />Technology<br /><ul><li>Your Websites
    30. 30. Social Media
    31. 31. Video
    32. 32. Mobile
    33. 33. Blogs</li></li></ul><li>Things you can measure<br />13<br />Technology<br /><ul><li>Your Websites
    34. 34. Social Media
    35. 35. Video
    36. 36. Mobile
    37. 37. Blogs</li></li></ul><li>Things you can measure<br />14<br />Technology<br /><ul><li>Your Websites
    38. 38. Social Media
    39. 39. Video
    40. 40. Mobile
    41. 41. Blogs</li></li></ul><li>Things you can measure<br />15<br />Technology<br /><ul><li>Your Websites
    42. 42. Social Media
    43. 43. Video
    44. 44. Mobile
    45. 45. Blogs</li></li></ul><li>How it works<br />16<br />
    46. 46. How it works<br />17<br />
    47. 47. How it works<br />18<br />
    48. 48. The business side<br />19<br />Associations<br /><ul><li>Online & Offline
    49. 49. Analytics vs. Surveys
    50. 50. Organizational Goals
    51. 51. Actual User Behavior
    52. 52. Objectives
    53. 53. Membership
    54. 54. Resources
    55. 55. Dues payments
    56. 56. Registrations
    57. 57. Conference information</li></li></ul><li>What it tells us<br />20<br />Analytics can tell you<br /><ul><li>How are visitors using your site
    58. 58. What actually works Vs. what you think works
    59. 59. Is my content effective
    60. 60. How can I improve my site navigation
    61. 61. Unexpected Insights</li></li></ul><li>Analytics 101<br />21<br />Dashboard<br /><ul><li>Visits
    62. 62. Visitors
    63. 63. Page Views
    64. 64. Pages
    65. 65. Site Usage
    66. 66. Traffic Source
    67. 67. Visitor Loyalty
    68. 68. Geographic sources
    69. 69. Search Terms
    70. 70. Time on Site
    71. 71. Bounce Rate</li></li></ul><li>Analytics 101<br />22<br />What it means<br /><ul><li>Visits
    72. 72. Visitor
    73. 73. Page Views
    74. 74. Pages</li></ul>Visitors<br />Visits<br />Page Views<br />Pages<br />0<br />0<br />0<br />0<br />
    75. 75. Analytics 101<br />23<br />What it means<br /><ul><li>Visits
    76. 76. Visitor
    77. 77. Page Views
    78. 78. Pages</li></ul>Visitors<br />Visits<br />Page Views<br />Pages<br />0<br />0<br />0<br />1<br />1<br />1<br />1<br />0<br />
    79. 79. Analytics 101<br />24<br />What it means<br /><ul><li>Visits
    80. 80. Visitor
    81. 81. Page Views
    82. 82. Pages</li></ul>Visitors<br />Visits<br />Page Views<br />Pages<br />0<br />0<br />0<br />1<br />1<br />1<br />1<br />2<br />2<br />0<br />
    83. 83. Analytics 101<br />25<br />What it means<br /><ul><li>Visits
    84. 84. Visitor
    85. 85. Page Views
    86. 86. Pages</li></ul>Visitors<br />Visits<br />Page Views<br />Pages<br />0<br />0<br />0<br />1<br />1<br />1<br />1<br />2<br />2<br />3<br />3<br />0<br />
    87. 87. Analytics 101<br />26<br />What it means<br /><ul><li>Visits
    88. 88. Visitor
    89. 89. Page Views
    90. 90. Pages</li></ul>Visitors<br />Visits<br />Page Views<br />Pages<br />0<br />0<br />0<br />1<br />1<br />1<br />1<br />2<br />2<br />3<br />3<br />4<br />0<br />
    91. 91. Goals<br />27<br />Goals<br />Mapping website actions to business goals<br />Business Goals<br /><ul><li>Pay dues online
    92. 92. Access resources
    93. 93. Community involvement</li></ul>Measurement<br /><ul><li>Thank you page
    94. 94. Time in section
    95. 95. # Postings</li></li></ul><li>Goals<br />28<br />Goals<br />Mapping website actions to business goals<br />Business Goals<br /><ul><li>Pay dues online
    96. 96. Access resources
    97. 97. Community involvement</li></ul>Measurement<br /><ul><li>Thank you page
    98. 98. Time in section
    99. 99. # Postings</li></li></ul><li>Goals<br />29<br />Goals<br />Mapping website actions to business goals<br />Business Goals<br /><ul><li>Pay dues online
    100. 100. Access resources
    101. 101. Community involvement</li></ul>Measurement<br /><ul><li>Thank you page
    102. 102. Time in section
    103. 103. # Postings</li></li></ul><li>Goals<br />30<br />Goals<br />Mapping website actions to business goals<br />Business Goals<br /><ul><li>Pay dues online
    104. 104. Access resources
    105. 105. Community involvement</li></ul>Measurement<br /><ul><li>Thank you page
    106. 106. Time in section
    107. 107. # Postings</li></li></ul><li>Goals<br />31<br />Funnel<br />A series of pages which a visitor must pass through before reaching the conversion goal<br />
    108. 108. Goals<br />32<br />Funnel<br />A series of pages which a visitor must pass through before reaching the conversion goal<br />
    109. 109. Goals<br />33<br />Funnel<br />A series of pages which a visitor must pass through before reaching the conversion goal<br />
    110. 110. Heuristics<br />34<br />
    111. 111. Heuristics<br />35<br />
    112. 112. Heuristics<br />36<br />
    113. 113. Heuristics<br />37<br />
    114. 114. Vendors<br />38<br />Vendors<br /><ul><li>Google Analytics
    115. 115. Webtrends
    116. 116. Crazy Egg
    117. 117. Visistat
    118. 118. Omniture
    119. 119. Hubspot</li></li></ul><li>Vendors<br />39<br />Vendors<br /><ul><li>Google Analytics
    120. 120. Webtrends
    121. 121. Crazy Egg
    122. 122. Visistat
    123. 123. Omniture
    124. 124. Hubspot</li></li></ul><li>Vendors<br />40<br />Vendors<br /><ul><li>Google Analytics
    125. 125. Webtrends
    126. 126. Crazy Egg
    127. 127. Visistat
    128. 128. Omniture
    129. 129. Hubspot</li></li></ul><li>Vendors<br />41<br />Vendors<br /><ul><li>Google Analytics
    130. 130. Webtrends
    131. 131. Crazy Egg
    132. 132. Visistat
    133. 133. Omniture
    134. 134. Hubspot</li></li></ul><li>Case Study<br />42<br />Goal<br /><ul><li>Increase Donations</li></li></ul><li>Case Study<br />43<br />Goal<br /><ul><li>Increase Donations</li></li></ul><li>Case Study<br />44<br />Goal<br /><ul><li>Increase Donations</li></ul>Result<br /><ul><li>18% increase in online donations</li></li></ul><li>Case Study<br />45<br />Goal<br /><ul><li>Understand users preferences</li></li></ul><li>Case Study<br />46<br />Goal<br /><ul><li>Understand users preferences</li></li></ul><li>Case Study<br />47<br />Goal<br /><ul><li>Understand users preferences</li></ul>Result<br /><ul><li>300% longer site time on site</li></li></ul><li>Case Study<br />48<br />Goal<br /><ul><li>Increase conversions to contact pages</li></li></ul><li>Case Study<br />49<br />Goal<br /><ul><li>Increase conversions to contact pages</li></li></ul><li>Case Study<br />50<br />Goal<br /><ul><li>Increase conversions to contact pages</li></ul>Result<br /><ul><li>38% increase in online appointments</li></li></ul><li>Conclusion<br />51<br /><ul><li>Map goals to business requirements
    135. 135. Automate reports
    136. 136. Track, Analyze, Adjust
    137. 137. Look for trends
    138. 138. Analyze data together</li></ul>Chuck Murphy<br />cmurphy@bostoninteractive.com<br />(617) 241-7977 x221<br />Presentation: Bostoninteractive.com/nesae<br />
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