• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
July 6 2010 web analytics
 

July 6 2010 web analytics

on

  • 454 views

 

Statistics

Views

Total Views
454
Views on SlideShare
454
Embed Views
0

Actions

Likes
1
Downloads
8
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    July 6 2010 web analytics July 6 2010 web analytics Presentation Transcript

    • WEB ANALYTICS July 6, 2010 NYU Internet Marketing Strategies Tuesday, July 6, 2010
    • Goal of Most Marketing Sites E-Commerce - Amazon, Sephora, Buy.com, Screenstyle Lead Generation - Insurance, Service Companies, Real Estate Advertising - YouTube, CollegeHumor.com, HuffingtonPost.com Tuesday, July 6, 2010
    • Web Analytics Web Analytics Measures the Performance of Your Website and all Online (and perhaps Offline) Marketing and Advertising Efforts We Measure the Website using KPIs. Key Performance Indicators. Tuesday, July 6, 2010
    • Key Performance Indicators (KPI) Increasing Number of Visitors Higher Conversion Rate (Transactions/Visitors) Increasing Revenue Increasing Number of Subscribers to Newsletter Increasing Number of Demo Downloads Tuesday, July 6, 2010
    • Define your goals I want to get more __________ Sales Leads Email signups Phone Calls Viewers Tuesday, July 6, 2010
    • AMAT ACQUIRE VISITORS MEASURE INTERACTIONS ANALYZE RESULTS TEST IMPROVEMENTS Tuesday, July 6, 2010
    • Conversions 3% Example Visitors = Potential Conversions Non-Bouncing Visitors Bounced Visits 3% Abandoned Tuesday, July 6, 2010
    • Enterprise Leaders Omniture Unica Coremetrics Tuesday, July 6, 2010
    • Small to Midsize Businesses WebTrends (also Enterprise player) Google Analytics Yahoo! Analytics (formerly Index Tools) ClickTracks Tuesday, July 6, 2010
    • Things that Can Go Wrong Code Installed Incorrectly One IP address for multiple persons Firewalls can block tags Robots can multiply figures Some tags only measure when pages are requested and not Cookies Expire (long when activities are completed. purchase cycle business is skewed) Corporate sites block cookies Same visitor logs in from multiple computers Tuesday, July 6, 2010
    • E-Commerce KPI (How does website perform?) Visitor Volume New Customer on First Visit Index Average Conversion Rate Average Order Value Average Per Visit Value Average ROI % Revenue from New Visitors Tuesday, July 6, 2010
    • Marketer KPI (How does marketing perform?) % Visits by Medium Type Average ROI by Campaign Type % Goal Conversion Rate by Medium Type % New vs. Returning Visitors % Visits by Campaign Type % New vs. Returning Customers %Goal Conversion by Campaign Type Goal Conversion Index by Campaign Tuesday, July 6, 2010