Web Analytics on
Less Than A Dime
Christopher S. Penn,VP Strategy and Innovation
          www.BlueSkyFactory.com
Slides available Monday at
         blog.blueskyfactory.com

Do not print this unless you really need to.
The corporate plug:

   If you send more than 25,000
   emails a month, we can help you
   make more money and reach
   mo...
$0.00
Marketing



      Sales



Product and Service
Attract



    Convert



Energize
Qualified Leads



    Customers



Evangelists
Qualified leads
www.Google.com/analytics
The problem with
    Analytics
Visits
 Unique visitors
  Time on page
     Referrer
    Click path
Navigation Analysis
   Screen Size
     Browser
Operat...
Visits
    Unique visitors
     Time on page
        Referrer
       Click path
                   ER
                TT
 ...
KPI
    Key
Performance
 Indicators
How many qualified
 leads is your web
   site creating?
Case Study
Lifetime value of a
 student is $1,800

Closing rate is 90%

75% fill out the web
  form & come in
A web lead is worth
   67% of $1,800
         =
      $1,200
What is a qualified
lead worth to you?
Standard view of analytics
Goal-focused analytics
Standard view of analytics
Goal-focused view of analytics
http://bit.ly/urlbuilder
Apply to anything

ALWAYS apply to an
    ad spend!
Case study conclusion
Total spent on site: $4,000
Total earned on site: $188,400
testing
HIPPO Problem
airline magazine syndrome
www.Google.com/websiteoptimizer
Review
KPI
    Key
Performance
 Indicators
Qualified leads
test
Discussion
   Christopher S. Penn
  christopherspenn.com
   twitter.com/cspenn

     Blue Sky Factory
    blueskyfactory.c...
Web analytics on less than a dime
Web analytics on less than a dime
Web analytics on less than a dime
Web analytics on less than a dime
Web analytics on less than a dime
Web analytics on less than a dime
Web analytics on less than a dime
Web analytics on less than a dime
Web analytics on less than a dime
Web analytics on less than a dime
Web analytics on less than a dime
Web analytics on less than a dime
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Web analytics on less than a dime

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Web analytics on less than a dime. Presented at ETC2010

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Web analytics on less than a dime

  1. 1. Web Analytics on Less Than A Dime Christopher S. Penn,VP Strategy and Innovation www.BlueSkyFactory.com
  2. 2. Slides available Monday at blog.blueskyfactory.com Do not print this unless you really need to.
  3. 3. The corporate plug: If you send more than 25,000 emails a month, we can help you make more money and reach more customers. Ask us how. www.BlueSkyFactory.com
  4. 4. $0.00
  5. 5. Marketing Sales Product and Service
  6. 6. Attract Convert Energize
  7. 7. Qualified Leads Customers Evangelists
  8. 8. Qualified leads
  9. 9. www.Google.com/analytics
  10. 10. The problem with Analytics
  11. 11. Visits Unique visitors Time on page Referrer Click path Navigation Analysis Screen Size Browser Operating System Traffic source Keywords Search queries Top landing pages Top exit pages Bounce rate
  12. 12. Visits Unique visitors Time on page Referrer Click path ER TT Navigation Analysis M Browser A Screen Size OT Operating System O N Traffic source Keywords D Search queries Top landing pages Top exit pages Bounce rate
  13. 13. KPI Key Performance Indicators
  14. 14. How many qualified leads is your web site creating?
  15. 15. Case Study
  16. 16. Lifetime value of a student is $1,800 Closing rate is 90% 75% fill out the web form & come in
  17. 17. A web lead is worth 67% of $1,800 = $1,200
  18. 18. What is a qualified lead worth to you?
  19. 19. Standard view of analytics
  20. 20. Goal-focused analytics
  21. 21. Standard view of analytics
  22. 22. Goal-focused view of analytics
  23. 23. http://bit.ly/urlbuilder
  24. 24. Apply to anything ALWAYS apply to an ad spend!
  25. 25. Case study conclusion
  26. 26. Total spent on site: $4,000 Total earned on site: $188,400
  27. 27. testing
  28. 28. HIPPO Problem
  29. 29. airline magazine syndrome
  30. 30. www.Google.com/websiteoptimizer
  31. 31. Review
  32. 32. KPI Key Performance Indicators
  33. 33. Qualified leads
  34. 34. test
  35. 35. Discussion Christopher S. Penn christopherspenn.com twitter.com/cspenn Blue Sky Factory blueskyfactory.com twitter.com/blueskyfactory

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