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Web Analytics - The Starting Point WAWDubai
Web Analytics - The Starting Point WAWDubai
Web Analytics - The Starting Point WAWDubai
Web Analytics - The Starting Point WAWDubai
Web Analytics - The Starting Point WAWDubai
Web Analytics - The Starting Point WAWDubai
Web Analytics - The Starting Point WAWDubai
Web Analytics - The Starting Point WAWDubai
Web Analytics - The Starting Point WAWDubai
Web Analytics - The Starting Point WAWDubai
Web Analytics - The Starting Point WAWDubai
Web Analytics - The Starting Point WAWDubai
Web Analytics - The Starting Point WAWDubai
Web Analytics - The Starting Point WAWDubai
Web Analytics - The Starting Point WAWDubai
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Web Analytics - The Starting Point WAWDubai

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Most of the time we think of analytics as something that happens "after" a campaign or a launch. I'm arguing that it should be the other way around. Web analysts should be proactive and should start …

Most of the time we think of analytics as something that happens "after" a campaign or a launch. I'm arguing that it should be the other way around. Web analysts should be proactive and should start recommendations for campaigns and changes and not just wait and provide analysis of what was done.

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  • 1. Web Analytics The Starting Point Dubai – March 31 st , 2010
  • 2. Why web analytics should be the starting point of campaigns and not to be used “afterwards”
  • 3. What’s Working? <ul><li>If something is working (or not) there is a reason for that. </li></ul><ul><li>Things will not improve by pushing more people to do the stuff that is not working </li></ul>
  • 4. Example <ul><li>Uploading a Photo </li></ul><ul><li>5% conversion rate </li></ul><ul><li>Writing a blog post </li></ul><ul><li>0.5% conversion rate </li></ul>If you have $1,000 where do you spend them?
  • 5. Assuming a CPC of $1.00 <ul><li>Upload photo </li></ul><ul><li>5% probability that users will upload </li></ul><ul><li>Expectation of 50 new photos (1,000x5%) </li></ul><ul><li>50 new pages of content </li></ul><ul><li>$20 per photo </li></ul><ul><li>Write a blog post </li></ul><ul><li>0.5% probability that users will write a post </li></ul><ul><li>Expectation of 5 new blog posts (1,000x0.5%) </li></ul><ul><li>5 new pages of content </li></ul><ul><li>$200 per blog post </li></ul>
  • 6. Recommended Processes for PPC and SEO
  • 7. PPC Web Analytics
  • 8. PPC - Recommended <ul><li>Web analysts should play a proactive role in spotting opportunities, recommending budgets, and proposing changes to campaigns </li></ul>
  • 9. Other Criteria - Bounce Rate <ul><li>Send users to pages of the lowest bounce rate (content websites) </li></ul>
  • 10. Choose lowest bounce rate pages within a category <ul><li>All pages look the same, it’s about choosing ones that are already working </li></ul>
  • 11. Other Criteria - $Index (GA) <ul><li>Send users to pages that have a high $Index value </li></ul>
  • 12. SEO Web Analytics
  • 13. SEO - Recommended Strategy for moving forward (new keywords, new content?
  • 14. Conclusion <ul><li>Web analytics should play a proactive role in spotting opportunities, recommending budgets, and proposing changes to campaigns </li></ul><ul><li>Web analysts should initiate new projects, campaigns, sections, and not only wait to “analyze” what has been done </li></ul>
  • 15. Thank You! <ul><li> </li></ul>

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