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  • Data collection for the web analytics of the company begins feed tracking. Feeds are the distribution of information from a website via the use of subscriptions to regular updates.Why do businesses use feeds? -Businesses use feeds as a mean of receiving data from their websites. Feeds allow rapid updates on products and business news via e-mail, news reader, or web portal. -Feeds also allow businesses to give the consumer more information in a shorter period of time, expanding their marketing ability. - Feeds make advertising more effective by the lack of spam filters, and a much more rapid distribution.
  • Your web site has some value-generating goal -- something that helps grow your organization. Can't figure it out? Try asking this, instead: How does your organization generate value? Does it sell stuff directly? Through a sales force? Get donations? Inform the public? Other Goals?
  • There is a specific page on your web site that indicates you've achieved that goal; when a visitor views that page, your site has generated value:View the 'thank you' page at the end of an online store checkout process.View the 'thank you' page after someone completes an information request form.View the 'thank you' page after someone subscribes to your e-mail list. Thanks for commenting on the post. Thanks for watching the video.
  • Now the hard part -- what's it worth to your organization each time you achieve that goalIf you're selling stuff online, it's easy: Find out your profit per sale, on a sale-by-sale basis.
  • Perhaps they aren’t buying something immediately, but reading your article about the long term health benefits of Pizza may eventually lead your reader to buy Pizza at Leo’s.
  • Even organizations that don't sell stuff can measure effectiveness. Consider political organizations, where most of their work focuses on getting the word out, persuading the public, etc. that don't sell stuff can measure effectiveness.
  • This data is typically compared against key performance indicators for performance, and used to improve a web site or marketing campaign's audience response. What elements of your website/ marketing campaigns made the client reach your goal?
  • Number of times a specific page or file is viewed. The number of landings and hits received by a website is frequently cited to assert its popularity, but this number is extremely misleading and dramatically over-estimates popularity.
  • Let’s take a closer look.
  • Metrical Bounce Rate: how many people leave your site immediately once they arrive (correlated with conversion rate). The experience with your customer. Where are you acquiring crappy traffic? Look at the bounce rate for the entry pages for your site (not just your home page). Site level Top entry pages Core acquisition strategies
  • Bringing in the wrong people to your site.
  • Conversions. Some ad networks, like Google Adwords, provide built-in conversion tracking, so you can tell which ads generate value and which don'tIf you're selling products online the conversion metrics look like this: Shopping cart 'order confirmed' page was viewed 400 times, so we had 400 orders. 30 of those orders came from Google Adwords Ad #3. Those 30 orders totaled $4,000, with a profit of $3,000. So Adwords Ad #3 generated $4,000 in income, with a net value of $3,000.
  • Google Search: Digital Frontiers uf – (student name)Therefore, monitor the effectiveness of all of your pages and entry points. Identify top level entry sites.
  • First and foremost: You can measure which ads and campaigns generate value, and which don't. The other benefits are almost as important, though. By gathering this kind of data over time, you can measure more than the effectiveness of individual assets -- you can measure the effectiveness of whole marketing campaigns, and of different messages. That kind of business intelligence is invaluable, and means that measured Internet advertising delivers value far beyond individual sales.Answer the four questions and you'll help your organization in the short term, with more effective Internet marketing. You'll also help in the long term, with strategic data you can use to refine all of your marketing efforts.

Business Analytics[1] [Autosaved] Business Analytics[1] [Autosaved] Presentation Transcript

  • Laran Stover
    Rockford Dias
    Chris Howard
  • Web Analytics: the beginning…
    Advertising exists to help you make money.
    Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
    It comes down to measuring the ROI of your web marketing.
  • Data Collection
    The use of feeds in businesses
    Receiving data from websites
    More info, faster
    Effective advertising
  • Examples of Feed Tools
  • “Feeds, Feeds, they’re good for your heart….”
    Digital Frontiers
    Feeds can be used to track the activity of readers on a blog.
    Data can shed light on successful blog topics, titles, etc.
    Can lead to better practices in the future.
  • Now that you have data, what do you do with it?
  • Web analytics challenge
    Creating answers & insights from vast amounts of data
    Keep it simple. Prevent death by data.
    Data should drive action.
  • Measuring ROI: 4 Steps
    What's the goal of your web site?
    What's that goal worth? What's the value each time you accomplish that goal?
    How many times did you achieve that goal?
    What did it cost to achieve it?
  • 1. What's the goal of your web site?
    Your web site has some value-generating goal -- something that helps grow your organization.
    Quantitative Goals:
    Direct Sales
    Generate Leads
    Qualitative goals:
    Increase awareness
    Get votes
  • How do you know when you’ve achieved your goals?
    Read a specific page of your site.
    The “Thank You” Page
    Comment on a post.
    Watch a specific video on your web site.
  • 2. What’s the goal worth?
    Selling stuff online :
    Find out your profit per sale, on a sale-by-sale basis.
    Example:
    100 Bath Towels x $6 per towel = $600
  • Perhaps your only online goal is to get people to see a specific page:
    Example:
    2% of readers become a client
    Each client pays $100 per year
    0.02 x $100 = $2/ person reading article
  • No goodies? No problem.
    Create a points system:
    1 person reading a specific article = 5 points
    1 person viewing a specific video = 5 points
    1 person signing up for a newsletter = 10 points
    1 person joining the organization = 100 points
  • Blog Comparison Activity
    Adam vs. Nikolai
  • 3. Review Metrics and Effectiveness
    Review metrics and goals to determine effectiveness
    WTF are METRICS?!!!
    WHY??????????
  • Coming in for a landing
    Landings (Page Views) on a specific page file
    Measured using a basic web site traffic analysis software
    1,000,000 landings! Woot!
    MISLEADING
  • New Visitors vs. Repeat Visitors
    New: no previous visits to site
    Repeat: made atleast one previous visit
    1,000,000 landings!
  • 1 Million New Visitors
  • 1 Million Repeat Visits
    Look at your data in context.
  • The Bounce Rate
    http://www.youtube.com/watch?v=ppgfjo6IIf4
    Bounce rate is directly related to the conversion rate.
  • Where is your traffic coming from?
    Bounce rate and ads:
    95% Bounce Rate from Google Ad #5
    10% Bounce Rate from Google Ad #3
    Evaluate data, gain insights, and make a change.
  • Ad Effectiveness and Conversion
    Which ads brought you value?
    Which ads brought you nothing?
    Ex: Shopping Cart “order confirmed” page was viewed 400 times.
    300 orders came from ad #1
    100 orders came from ad #2
    0 orders came from ad #3
  • Welcome home
    Common Misconception:
    “Your homepage is the entry point.”
    New Reality:
    Most people don’t even see your
    home page.
  • Best Practices
    Keep it simple.
    Look at your data in context.
    Use valuablemetrics.