P5: Ranjit Sidhu's talk at iwmw10, given at Institutional Web Management Workshop 2010, from Monday 12th to Wednesday 14th July 2010.

5. 'So what do you do exactly?’
In challenging times justifying
the roles of the web teams

6. 'So what do you do exactly?’
In challenging times justifying
the roles of the web teams
showing the real value of what you do

7. 'So what do you do exactly?’
In challenging times justifying
the roles of the web teams
showing the real value of what you do
statistical examples in this presentation are not based on any
particular university data, but simply created to illustrate a point

8. Summary

9. Summary
• Are institutional web teams showing the value of
what they do in the most effective way?

10. Summary
• Are institutional web teams showing the value of
what they do in the most effective way?
• Is the value of web teams effectively
communicated to budget decisions makers?

11. Summary
• Are institutional web teams showing the value of
what they do in the most effective way?
• Is the value of web teams effectively
communicated to budget decisions makers?
• If not is this contributing to making the cuts to
teams easier?

12. Summary
• Are institutional web teams showing the value of
what they do in the most effective way?
• Is the value of web teams effectively
communicated to budget decisions makers?
• If not is this contributing to making the cuts to
teams easier?
• Have institutional web teams learnt from the past
to become enablers rather then wall builders?

13. Summary
• Are institutional web teams showing the value of
what they do in the most effective way?
• Is the value of web teams effectively
communicated to budget decisions makers?
• If not is this contributing to making the cuts to
teams easier?
• Have institutional web teams learnt from the past
to become enablers rather then wall builders?
• The web is sexy:

17. Context
• Forrester Research:
• The US IT Market Is Set For 8% Growth In 2010
• Global IT Purchases In Dollars Will Grow By 7.7 % In 2010

18. Context

19. “We can justify increasing expenditure as we have an accurate
breakdown of how the online budget will bring higher revenue then
other channels: The expenditure is more efficient and accountable”

26. £5-£15 (£5.84)

34. • Your website is multi-faceted. It is an e-commerce
website AND it is an information website. You are
weird but not that weird!

35. • Your website is multi-faceted. It is an e-commerce
website AND it is an information website. You are
weird but not that weird!
• value can be added to MERELY “just downloading a
PDF!”

36. • Your website is multi-faceted. It is an e-commerce
website AND it is an information website. You are
weird but not that weird!
• value can be added to MERELY “just downloading a
PDF!”
• This idea of measuring success is automated
analytics

37. • Your website is multi-faceted. It is an e-commerce
website AND it is an information website. You are
weird but not that weird!
• value can be added to MERELY “just downloading a
PDF!”
• This idea of measuring success is automated
analytics
• If you use this measuring, the online has no
context within your organisation

41. Are you that different?

44. Application

45. Application Open day?

46. Application Open day? Mere PDF?

49. Current
Students

50. Current Funding/
Students Fees

51. Current Funding/ Mere PDF?
Students Fees

53. Putting a value on online activity:
Couple of University examples?

54. Putting a value on online activity:
Couple of University examples?
• Aquisition of students.
• Not how many, but at what cost.

56. International Students

59. You know:
Visitors from India
Basic demographic analysis
Number that went to
international student section
Basic cost of maintaining website

60. • We attract 50,000 people this month to our main
site from India aged between 16-30 who are
interested in becoming international students- the
cost of bringing these prospective student to the
University is £0.003 per visitor
• £0.003 per visit (fixed cost of structural IT provision * (any extra campaign
expenditure)/number of visitors from that country

61. You know how many downloaded an application form

62. Of these visitors 1,000 downloaded an application. The cost
per application is £0.06

63. You know the number of successful applicants and the yearly
fees for the international student

64. Using the previous years figures we forecast 50 of these
applications will be successful therefore generating a revenue
of £40,400 per year (£121,200 over three
undergraduate course) for the university
£8,800 per year undergraduate classroom taught course (average per year-UK)(2008-9)

65. International Students
Number of
Action Cost/Revenue
Applications
Visitors to
50,000 -£0.003
website
Applications from
1,000 -£0.06
website
Revenue from
these applications 20 £40,400
(per year)

67. Online vs Offline

70. Mere
PDF!

71. Mere
PDF!
We post you
a printed
PDF!

72. We speak to you
and then we will
post you a printed
PDF!
Mere
PDF!
We post you
a printed
PDF!

73. Alternative application methods -cost analysis
• 1000 applications where downloaded straight from
the website in the last 3 months at a cost of
£0.003 per application. (£3.00 total cost)
statistical examples in this presentation are not based on any university, but educated guesses to illustrate a point

74. Alternative application methods -cost analysis
• 1000 applications where downloaded straight from
the website in the last 3 months at a cost of
£0.003 per application. (£3.00 total cost)
(ongoing structural cost/applications)
statistical examples in this presentation are not based on any university, but educated guesses to illustrate a point

75. Alternative application methods -cost analysis
• 1000 applications where downloaded straight from
the website in the last 3 months at a cost of
£0.003 per application. (£3.00 total cost)
• There were 1000 request for the University to send
an application through the website- to send this
brochures cost £0.403 per application. (£400.03
total cost)
(postage and printing)
statistical examples in this presentation are not based on any university, but educated guesses to illustrate a point

76. Alternative application methods -cost analysis
• 1000 applications where downloaded straight from
the website in the last 3 months at a cost of
£0.003 per application. (£3.00 total cost)
• There were 1000 request for the University to send
an application through the website- to send this
brochures cost £0.403 per application. (£400.03
total cost)
• There were 1000 visitors using the “contacting us”
from the website an application through this process
cost on average £1.25 per application. (£1,250
total cost)
statistical examples in this presentation are not based on any university, but educated guesses to illustrate a point

77. Alternative application methods -cost analysis
• 1000 applications where downloaded straight from
the website in the last 3 months at a cost of
£0.003 per application. (£3.00 total cost)
• There were 1000 request for the University to send
an application through the website- to send this
brochures cost £0.403 per application. (£400.03
total cost)
• There were 1000 visitors using the “contacting us”
from the website an application through this process
cost on average £1.25 per application. (£1,250
total cost)
(postage and printing) + (operator time)
statistical examples in this presentation are not based on any university, but educated guesses to illustrate a point

78. Alternative application methods -cost analysis
No of Cost per Total
Method
applications application Cost
Downloaded
1000 £0.003 £3.00
from website
Requested from
1000 £0.403 £403.00
website
Contact Us 1000 £1.25 £1,250

82. • Focusing on what is the key fundamental
aspects of the site and showing the overall
cost in comparison to other methods
• By its very nature there is nothing that is
done online that does not have a cost
offline- communicating that alternative cost
is fundamental in showing your value in
context.

86. Leads to a change of emphasis?

87. International Students
Number of
Action Cost/Revenue
Applications
Visitors to
50,000 -£0.003
website
Applications from
1,000 -£0.06
website
Revenue from
these applications 20 £40,400
(per year)

88. Enable more revenue

89. Enable more revenue

90. Enable more revenue
• If we are able to drive 20% more traffic from India
we forecast 10 more successful applicants
producing an extra £88,000 revenue per year for
the University the cost of attaining at £0.003 per
application

91. Enable more revenue
• If we are able to drive 20% more traffic from India
we forecast 10 more successful applicants
producing an extra £88,000 revenue per year for
the University the cost of attaining at £0.003 per
application
• If we were are to convert 2% more students who
looked at the website from India into applicants
this would create £440,00 revenue per year for
the University at a cost of attaining at £0.003 per
application

93. Leads to:
Predictive analysis:
Segmenting the user- analysing when you can best convert
the visitor -email, social media interaction to raise conversion.

95. What would be useful standards?

96. What would be useful standards?
• ABCe “industry owned”analytics industry standards universal
NOT neccesarily relevant !

97. What would be useful standards?
• ABCe “industry owned”analytics industry standards universal
NOT neccesarily relevant !
• Industry specified standards that put the university online into
CONTEXT with the University generally

100. • Monthly applications online. (country wide/region)

101. • Monthly applications online. (country wide/region)
• Segmented traffic (country wide/region)

102. • Monthly applications online. (country wide/region)
• Segmented traffic (country wide/region)
• Conversion rate nationwide of online applications

103. • Monthly applications online. (country wide/region)
• Segmented traffic (country wide/region)
• Conversion rate nationwide of online applications
• Av offline cost recruiting a international student

104. • Monthly applications online. (country wide/region)
• Segmented traffic (country wide/region)
• Conversion rate nationwide of online applications
• Av offline cost recruiting a international student
• Av online cost recruiting a international student

105. • Monthly applications online. (country wide/region)
• Segmented traffic (country wide/region)
• Conversion rate nationwide of online applications
• Av offline cost recruiting a international student
• Av online cost recruiting a international student
• Av revenue from international student

106. • Monthly applications online. (country wide/region)
• Segmented traffic (country wide/region)
• Conversion rate nationwide of online applications
• Av offline cost recruiting a international student
• Av online cost recruiting a international student
• Av revenue from international student
• Av cost of offline application (sent brochure/
contact us)

107. Guidance and help
• Template dashboards (see later) -international/
general/current students/staff portal.
• Standardised monthly reporting and end of year
reporting.

109. How are you communicating?

112. Cars.com DASHBOARDREPORT May 2008
ARD REPORT
Top Sales Performers (sales | visits)
Cars.com Sales Industry Sales
Conversion:
0.18%
4.00% -1.24% 3.21% 0.78% Model 1 Model 2 Model 3 1.36%
MOM YOY MOM YOY 2,333 | 29,007 893 | 30,822 701 | 21,222 (sales | visits)
SEM Campaigns Demographic Breakdown Tra c Breakdown by Visit
Impressions: 8.23% URL: http://www.cars.com.au 1. Direct 42.8%
3,020,116 Gender: Male-oriented, with the
following breakdown:
Click Through Rate: 21.40% 2. SEM 27.6%
1.42%
Search Engine Referrals: 25.64% 3. Campaigns 13.1%
Female : 29% Male : 71%
66,416
Age: <18 Oriented with the following distribution:
4. Industry 5.9%
Website
Visits: 5. SEO 5.5%
3.48% General Cars
Distribution
230,572 <18
Distribution
09.80% 26.50%
Unique Vistors: 18-24 26.80% 20.13% 5. Blog 5.1%
5.25% 25-34 27.20% 20.11%
189,251 35-49 23.00% 14.73%
15.52%
50+ 13.20%
New v Returning Visitors: <18 8-24 25-34 35-49 50+
New: 66.50% Returning: 33.50%
Google Watch Activity (Page Views) Top Content Performance (by Visit)
Top 6 Search Terms - Cars.com.au Referral Rate: 75.24%
1. Cars.com.au (All Visits): 205, 441
1. cars
2. cars australia
3. cars model 1 101,234 76,176 2. Products: 121,156
4. cars model 2
5. cars model 3 3. Splashpage: 82,947
6. cars model 4 Campaigns www.cars.com.au
People searched for “cars” also 4. Services: 44,954
searched for:
1. toyota - 7.67% Microsite Visits Model 2: 5518
2. yamaha - 5.52% 5. Used Vehicles: 8,170
SHOPPER/SALES RATIO
3. honda - 3.65%
6. Locate A Dealer: 6,585 0.24%
4. suzuki - 3.64% Model 3: 3923
5. kawazaki - 3.45%
6. nissan - 2.55% Model 1: 2541
7. Fascination: 5,910
Model 4: 22,444
1.66%
Engagement 8. Corporate Programme: 5,489
Average time online: 0:06:23
Requested Brochures: 16,231
Top 5 Brochures by Download:
1. Model 4 - 4018
2. Model 2 - 3549 Locate A Dealer
3. Model 3 - 2803 Unique Visits by State
4. Model 1 - 2413
VIC: 8,928 NSW: 8,314 QLD: 3,536 WA: 2,606 SA: 1,330 TAS: 288 ACT: 201 NT: 71
5. Model 5 - 2718
e-nthusiast Sign Ups: 2056
Highlights and Recommendations:
Highlights and Observations: Recommendations:
1. Downloads of Brochures have increased for Model 4, Model 3 and Model 1. 1. Undertake testing for the “Order a Brochure” form to de ne the best design
2. Visits to the various product pages remain high, especially for Model 1, to increase brochure orders.
Model 2 and Model 4. 2. Consider ways to further promote e-nthusiast sign up throughout the site
to increase subscribers and visitation to the Fascination section pages.

113. Cars.com DASHBOARDREPORT May 2008
ARD REPORT
Top Sales Performers (sales | visits)
Cars.com Sales Industry Sales
Conversion:
0.18%
4.00% -1.24% 3.21% 0.78% Model 1 Model 2 Model 3 1.36%
MOM YOY MOM YOY 2,333 | 29,007 893 | 30,822 701 | 21,222 (sales | visits)
SEM Campaigns Demographic Breakdown Tra c Breakdown by Visit
Impressions: 8.23% URL: http://www.cars.com.au 1. Direct 42.8%
3,020,116 Gender: Male-oriented, with the
following breakdown:
Click Through Rate: 21.40% 2. SEM 27.6%
1.42%
Search Engine Referrals: 25.64% 3. Campaigns 13.1%
Female : 29% Male : 71%
66,416
Age: <18 Oriented with the following distribution:
4. Industry 5.9%
Website
Visits: 5. SEO 5.5%
3.48% General Cars
Distribution
230,572 <18
Distribution
09.80% 26.50%
Unique Vistors: 18-24 26.80% 20.13% 5. Blog 5.1%
5.25% 25-34 27.20% 20.11%
189,251 35-49 23.00% 14.73%

114. Cars.com DASHBOARDREPORT May 2008
ARD REPORT
Applications
Top Sales Performers (sales | visits)
made Cars.com Sales Industry Sales
through the Conversion:
website 0.18%
4.00% -1.24% 3.21% 0.78% Model 1 Model 2 Model 3 1.36%
MOM YOY MOM YOY 2,333 | 29,007 893 | 30,822 701 | 21,222 (sales | visits)
SEM Campaigns Demographic Breakdown Tra c Breakdown by Visit
Impressions: 8.23% URL: http://www.cars.com.au 1. Direct 42.8%
3,020,116 Gender: Male-oriented, with the
following breakdown:
Click Through Rate: 21.40% 2. SEM 27.6%
1.42%
Search Engine Referrals: 25.64% 3. Campaigns 13.1%
Female : 29% Male : 71%
66,416
Age: <18 Oriented with the following distribution:
4. Industry 5.9%
Website
Visits: 5. SEO 5.5%
3.48% General Cars
Distribution
230,572 <18
Distribution
09.80% 26.50%
Unique Vistors: 18-24 26.80% 20.13% 5. Blog 5.1%
5.25% 25-34 27.20% 20.11%
189,251 35-49 23.00% 14.73%

115. Important to have
comparative data. University
Applications online
Cars.com DASHBOARDREPORT May 2008
ARD REPORT
Applications
Top Sales Performers (sales | visits)
made Cars.com Sales Industry Sales
through the Conversion:
website 0.18%
4.00% -1.24% 3.21% 0.78% Model 1 Model 2 Model 3 1.36%
MOM YOY MOM YOY 2,333 | 29,007 893 | 30,822 701 | 21,222 (sales | visits)
SEM Campaigns Demographic Breakdown Tra c Breakdown by Visit
Impressions: 8.23% URL: http://www.cars.com.au 1. Direct 42.8%
3,020,116 Gender: Male-oriented, with the
following breakdown:
Click Through Rate: 21.40% 2. SEM 27.6%
1.42%
Search Engine Referrals: 25.64% 3. Campaigns 13.1%
Female : 29% Male : 71%
66,416
Age: <18 Oriented with the following distribution:
4. Industry 5.9%
Website
Visits: 5. SEO 5.5%
3.48% General Cars
Distribution
230,572 <18
Distribution
09.80% 26.50%
Unique Vistors: 18-24 26.80% 20.13% 5. Blog 5.1%
5.25% 25-34 27.20% 20.11%
189,251 35-49 23.00% 14.73%

116. Important to have
Most downloaded
comparative data. University
applications?
Applications online
Cars.com DASHBOARDREPORT May 2008
ARD REPORT
Applications
Top Sales Performers (sales | visits)
made Cars.com Sales Industry Sales
through the Conversion:
website 0.18%
4.00% -1.24% 3.21% 0.78% Model 1 Model 2 Model 3 1.36%
MOM YOY MOM YOY 2,333 | 29,007 893 | 30,822 701 | 21,222 (sales | visits)
SEM Campaigns Demographic Breakdown Tra c Breakdown by Visit
Impressions: 8.23% URL: http://www.cars.com.au 1. Direct 42.8%
3,020,116 Gender: Male-oriented, with the
following breakdown:
Click Through Rate: 21.40% 2. SEM 27.6%
1.42%
Search Engine Referrals: 25.64% 3. Campaigns 13.1%
Female : 29% Male : 71%
66,416
Age: <18 Oriented with the following distribution:
4. Industry 5.9%
Website
Visits: 5. SEO 5.5%
3.48% General Cars
Distribution
230,572 <18
Distribution
09.80% 26.50%
Unique Vistors: 18-24 26.80% 20.13% 5. Blog 5.1%
5.25% 25-34 27.20% 20.11%
189,251 35-49 23.00% 14.73%

117. Important to have Conversion- those looking
Most downloaded
comparative data. University at pages and downloaded
applications?
Applications online applications
Cars.com DASHBOARDREPORT May 2008
ARD REPORT
Applications
Top Sales Performers (sales | visits)
made Cars.com Sales Industry Sales
through the Conversion:
website 0.18%
4.00% -1.24% 3.21% 0.78% Model 1 Model 2 Model 3 1.36%
MOM YOY MOM YOY 2,333 | 29,007 893 | 30,822 701 | 21,222 (sales | visits)
SEM Campaigns Demographic Breakdown Tra c Breakdown by Visit
Impressions: 8.23% URL: http://www.cars.com.au 1. Direct 42.8%
3,020,116 Gender: Male-oriented, with the
following breakdown:
Click Through Rate: 21.40% 2. SEM 27.6%
1.42%
Search Engine Referrals: 25.64% 3. Campaigns 13.1%
Female : 29% Male : 71%
66,416
Age: <18 Oriented with the following distribution:
4. Industry 5.9%
Website
Visits: 5. SEO 5.5%
3.48% General Cars
Distribution
230,572 <18
Distribution
09.80% 26.50%
Unique Vistors: 18-24 26.80% 20.13% 5. Blog 5.1%
5.25% 25-34 27.20% 20.11%
189,251 35-49 23.00% 14.73%

118. SEM Campaigns Demographic Breakdown Tra c Breakdown by Visit
Impressions: 8.23% URL: http://www.cars.com.au 1. Direct 42.8%
3,020,116 Gender: Male-oriented, with the
following breakdown:
Click Through Rate: 21.40% 2. SEM 27.6%
1.42%
Search Engine Referrals: 25.64% 3. Campaigns 13.1%
Female : 29% Male : 71%
66,416
Age: <18 Oriented with the following distribution:
4. Industry 5.9%
Website
Visits: 5. SEO 5.5%
3.48% General Cars
Distribution
230,572 <18
Distribution
09.80% 26.50%
Unique Vistors: 18-24 26.80% 20.13% 5. Blog 5.1%
5.25% 25-34 27.20% 20.11%
189,251 35-49 23.00% 14.73%
15.52%
50+ 13.20%
New v Returning Visitors: <18 8-24 25-34 35-49 50+
New: 66.50% Returning: 33.50%
Google Watch Activity (Page Views) Top Content Performance (by Visit)
Top 6 Search Terms - Cars.com.au Referral Rate: 75.24%
1. Cars.com.au (All Visits): 205, 441
1. cars
2. cars australia
3. cars model 1 101,234 76,176 2. Products: 121,156
4. cars model 2
5. cars model 3 3. Splashpage: 82,947
6. cars model 4 Campaigns www.cars.com.au
People searched for “cars” also 4. Services: 44,954
searched for:
1. toyota - 7.67% Microsite Visits Model 2: 5518
2. yamaha - 5.52% 5. Used Vehicles: 8,170
SHOPPER/SALES RATIO
3. honda - 3.65%
6. Locate A Dealer: 6,585 0.24%
4. suzuki - 3.64% Model 3: 3923
5. kawazaki - 3.45%
6. nissan - 2.55% Model 1: 2541
7. Fascination: 5,910
Model 4: 22,444
1.66%
Engagement 8. Corporate Programme: 5,489
Average time online: 0:06:23
Requested Brochures: 16,231
Top 5 Brochures by Download:
1. Model 4 - 4018
2. Model 2 - 3549 Locate A Dealer
3. Model 3 - 2803 Unique Visits by State
4. Model 1 - 2413
VIC: 8,928 NSW: 8,314 QLD: 3,536 WA: 2,606 SA: 1,330 TAS: 288 ACT: 201 NT: 71
5. Model 5 - 2718
e-nthusiast Sign Ups: 2056

119. SEM Campaigns Demographic Breakdown Tra c Breakdown by Visit
Impressions: 8.23% URL: http://www.cars.com.au 1. Direct 42.8%
3,020,116 Gender: Male-oriented, with the
following breakdown:
Click Through Rate: 21.40% 2. SEM 27.6%
1.42%
Search Engine Referrals: 25.64% 3. Campaigns 13.1%
Detailed review
Female : 29% Male : 71%
66,416 of where from
Age: <18 Oriented with the following distribution:
4. Industry 5.9% and conversion
Website of International
Visits: 5. SEO 5.5%
3.48% General Cars
Distribution
students
230,572 <18
Distribution
09.80% 26.50%
Unique Vistors: 18-24 26.80% 20.13% 5. Blog 5.1%
5.25% 25-34 27.20% 20.11%
189,251 35-49 23.00% 14.73%
15.52%
50+ 13.20%
New v Returning Visitors: <18 8-24 25-34 35-49 50+
New: 66.50% Returning: 33.50%
Google Watch Activity (Page Views) Top Content Performance (by Visit)
Top 6 Search Terms - Cars.com.au Referral Rate: 75.24%
1. Cars.com.au (All Visits): 205, 441
1. cars
2. cars australia
3. cars model 1 101,234 76,176 2. Products: 121,156
4. cars model 2
5. cars model 3 3. Splashpage: 82,947
6. cars model 4 Campaigns www.cars.com.au
People searched for “cars” also 4. Services: 44,954
searched for:
1. toyota - 7.67% Microsite Visits Model 2: 5518
2. yamaha - 5.52% 5. Used Vehicles: 8,170
SHOPPER/SALES RATIO
3. honda - 3.65%
6. Locate A Dealer: 6,585 0.24%
4. suzuki - 3.64% Model 3: 3923
5. kawazaki - 3.45%
6. nissan - 2.55% Model 1: 2541
7. Fascination: 5,910
Model 4: 22,444
1.66%
Engagement 8. Corporate Programme: 5,489
Average time online: 0:06:23
Requested Brochures: 16,231
Top 5 Brochures by Download:
1. Model 4 - 4018
2. Model 2 - 3549 Locate A Dealer
3. Model 3 - 2803 Unique Visits by State
4. Model 1 - 2413
VIC: 8,928 NSW: 8,314 QLD: 3,536 WA: 2,606 SA: 1,330 TAS: 288 ACT: 201 NT: 71
5. Model 5 - 2718
e-nthusiast Sign Ups: 2056

120. SEM Campaigns Demographic Breakdown Tra c Breakdown by Visit
Impressions: Number of
8.23% URL: http://www.cars.com.au Action
1. Direct 42.8% Applications
Cost/Revenue
3,020,116 Gender: Male-oriented, with the
following breakdown:
Click Through Rate: 21.40% 2. SEM 27.6%
1.42%
Search Engine Referrals: 25.64%
Visitors to website
3. Campaigns 13.1%
50,000 -£0.003
Detailed review
Female : 29% Male : 71%
66,416 of where from
Age: <18 Oriented with the following distribution:
4. Industry 5.9%
Applications from
and conversion
1,000 -£0.06
Website website
of International
Visits: 5. SEO 5.5%
3.48% General Cars
Distribution
students
230,572 <18
Distribution
09.80% 26.50% Revenue from these
Unique Vistors: 18-24 26.80% 20.13% 5. Blog 5.1%
applications (per 20 £40,400
5.25% 25-34 27.20% 20.11%
year)
189,251 35-49 23.00% 14.73%
15.52%
50+ 13.20%
New v Returning Visitors: <18 8-24 25-34 35-49 50+
New: 66.50% Returning: 33.50%
Google Watch Activity (Page Views) Top Content Performance (by Visit)
Top 6 Search Terms - Cars.com.au Referral Rate: 75.24%
1. Cars.com.au (All Visits): 205, 441
1. cars
2. cars australia Method
No of Cost per Total
2. Products: 121,156 applications application Cost
3. cars model 1 101,234 76,176
4. cars model 2 Cost and
5. cars model 3 3. Splashpage: 82,947
6. cars model 4
conversion
Campaigns www.cars.com.au
People searched for “cars” also
Downloaded from
4. Services: 44,954
website
1000 £0.003 £3.00 of
searched for:
applications
1. toyota - 7.67% Microsite Visits Model 2: 5518
2. yamaha - 5.52% 5. Used Vehicles: 8,170
SHOPPER/SALES RATIO
3. honda - 3.65% Requested from
1000 £0.403 £403.00
0.24%
4. suzuki - 3.64% website
6. Locate A Dealer: 6,585
Model 3: 3923
5. kawazaki - 3.45%
6. nissan - 2.55% Model 1: 2541
7. Fascination: 5,910
Model 4: 22,444 Contact Us 1000 £1.25
1.66% £1,250
Engagement 8. Corporate Programme: 5,489
Average time online: 0:06:23
Requested Brochures: 16,231
Top 5 Brochures by Download:
1. Model 4 - 4018
2. Model 2 - 3549 Locate A Dealer
3. Model 3 - 2803 Unique Visits by State
4. Model 1 - 2413
VIC: 8,928 NSW: 8,314 QLD: 3,536 WA: 2,606 SA: 1,330 TAS: 288 ACT: 201 NT: 71
5. Model 5 - 2718
e-nthusiast Sign Ups: 2056

121. 189,251 35-49 23.00% 14.73%
15.52%
50+ 13.20%
New v Returning Visitors: <18 8-24 25-34 35-49 50+
New: 66.50% Returning: 33.50%
Google Watch Activity (Page Views) Top Content Performance (by Visit)
Top 6 Search Terms - Cars.com.au Referral Rate: 75.24%
1. Cars.com.au (All Visits): 205, 441
1. cars
2. cars australia
3. cars model 1 101,234 76,176 2. Products: 121,156
4. cars model 2
5. cars model 3 3. Splashpage: 82,947
6. cars model 4 Campaigns www.cars.com.au
People searched for “cars” also 4. Services: 44,954
searched for:
1. toyota - 7.67% Microsite Visits Model 2: 5518
2. yamaha - 5.52% 5. Used Vehicles: 8,170
SHOPPER/SALES RATIO
3. honda - 3.65%
6. Locate A Dealer: 6,585 0.24%
4. suzuki - 3.64% Model 3: 3923
5. kawazaki - 3.45%
6. nissan - 2.55% Model 1: 2541
7. Fascination: 5,910
Model 4: 22,444
1.66%
Engagement 8. Corporate Programme: 5,489
Average time online: 0:06:23
Requested Brochures: 16,231
Top 5 Brochures by Download:
1. Model 4 - 4018
2. Model 2 - 3549 Locate A Dealer
3. Model 3 - 2803 Unique Visits by State
4. Model 1 - 2413
VIC: 8,928 NSW: 8,314 QLD: 3,536 WA: 2,606 SA: 1,330 TAS: 288 ACT: 201 NT: 71
5. Model 5 - 2718
e-nthusiast Sign Ups: 2056
Highlights and Recommendations:
Highlights and Observations: Recommendations:
1. Downloads of Brochures have increased for Model 4, Model 3 and Model 1. 1. Undertake testing for the “Order a Brochure” form to de ne the best design
2. Visits to the various product pages remain high, especially for Model 1, to increase brochure orders.
Model 2 and Model 4. 2. Consider ways to further promote e-nthusiast sign up throughout the site
to increase subscribers and visitation to the Fascination section pages.

122. 189,251 35-49 23.00% 14.73%
15.52%
50+ 13.20%
New v Returning Visitors: <18 8-24 25-34 35-49 50+
New: 66.50% Returning: 33.50%
Google Watch Activity (Page Views) Top Content Performance (by Visit)
Top 6 Search Terms - Cars.com.au Referral Rate: 75.24%
1. Cars.com.au (All Visits): 205, 441
1. cars
2. cars australia
3. cars model 1 101,234 76,176 2. Products: 121,156
4. cars model 2
5. cars model 3 3. Splashpage: 82,947
6. cars model 4 Campaigns www.cars.com.au
People searched for “cars” also 4. Services: 44,954
searched for:
1. toyota - 7.67% Microsite Visits Model 2: 5518
2. yamaha - 5.52% 5. Used Vehicles: 8,170
SHOPPER/SALES RATIO
3. honda - 3.65%
6. Locate A Dealer: 6,585 0.24%
4. suzuki - 3.64% Model 3: 3923
5. kawazaki - 3.45%
6. nissan - 2.55% Model 1: 2541
7. Fascination: 5,910
Model 4: 22,444
1.66%
Engagement 8. Corporate Programme: 5,489
Average time online: 0:06:23
Requested Brochures: 16,231
Top 5 Brochures by Download:
1. Model 4 - 4018
2. Model 2 - 3549 Locate A Dealer
3. Model 3 - 2803 Unique Visits by State
4. Model 1 - 2413
VIC: 8,928 NSW: 8,314 QLD: 3,536 WA: 2,606 SA: 1,330 TAS: 288 ACT: 201 NT: 71
5. Model 5 - 2718
Predictive suggestions and proposals
e-nthusiast Sign Ups: 2056
Highlights and Recommendations:
Highlights and Observations: Recommendations:
1. Downloads of Brochures have increased for Model 4, Model 3 and Model 1. 1. Undertake testing for the “Order a Brochure” form to de ne the best design
2. Visits to the various product pages remain high, especially for Model 1, to increase brochure orders.
Model 2 and Model 4. Increase of 2% = £880,00 revenue 2. Consider ways to further promote e-nthusiast sign up throughout the site
to increase subscribers and visitation to the Fascination section pages.

124. Essential to start now?

125. Essential to start now?
• COI report should be used wake up call
• The online is de-centralising important to
be heard and be relevant
• Learn from the past and become enablers
rather then wall builders

126. Summary

127. Summary
• Currently institutional web teams are being
undervalued as what you do is not
communicated in context

128. Summary
• Currently institutional web teams are being
undervalued as what you do is not
communicated in context
• Therefore real value cannot be
communicated to budget decision makers.

129. Summary
• Currently institutional web teams are being
undervalued as what you do is not
communicated in context
• Therefore real value cannot be
communicated to budget decision makers.
• Online is the most efficient communication
and recruitment tool available to the
University- challenge is show that and
therefore prove your worth.

130. • Ranjit Sidhu
• @rssidhu
• ranjit@sidspace.info
• www.sidspace.info

131. • Ranjit Sidhu
• @rssidhu
• ranjit@sidspace.info
• www.sidspace.info