Beyond web analytics

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Beyond web analytics

  1. 1. NEXT GENERATION WEB ANALYTICS comprehensive, cross-platform solutions
  2. 2. TERMINOLOGY <ul><li>Web Analytics is the measurement, collection, analysis and reporting of Internet data for purposes of understanding and optimizing </li></ul><ul><li>web usage. </li></ul>
  3. 3. LOGFILE ANALYSIS <ul><li>Visitors </li></ul><ul><li>Hits </li></ul><ul><li>Robots </li></ul><ul><li>Viewed (pages) </li></ul><ul><li>Browsers </li></ul><ul><li>Referrers </li></ul><ul><li>Key Phrases </li></ul>
  4. 4. PAGE TAGGING / WEB ANALYTIC TOOLS
  5. 5. OTHER WEB RELATED ANALYTIC TOOLS <ul><li>Email Analytics </li></ul><ul><li>Social Media Analytics </li></ul><ul><li>Mobile Analytics </li></ul><ul><li>Online Video Analytics </li></ul><ul><li>Affiliate Tracking </li></ul><ul><li>Online Survey Data </li></ul><ul><li>etc. </li></ul>
  6. 6. SITE TAGGING EXAMPLE <ul><li>- SiteCatalyst </li></ul><ul><li>- Google Analytics </li></ul><ul><li>- comScore ScoreCard Research </li></ul><ul><li>- Tacoda </li></ul><ul><li>- Atlas </li></ul><ul><li>- DART Spotlight </li></ul><ul><li>- DART Floodlight </li></ul><ul><li>- Google AdWords Conversion </li></ul><ul><li>- Atlas Search </li></ul>
  7. 7. MEASURING ROI/ROM (WEB ANALYTICS) <ul><li>Short Term ROI </li></ul><ul><ul><li>PPC: good measurability </li></ul></ul><ul><ul><li>Email: insufficient measurability </li></ul></ul><ul><ul><li>Direct (snail) Mail: unreliable </li></ul></ul><ul><ul><li>Radio/TV/Print: unreliable </li></ul></ul><ul><ul><li>Event Marketing: unreliable </li></ul></ul><ul><li>Long Term ROI (brand awareness etc.): useless </li></ul>
  8. 8. WEB ANALYTICS & RESPONSE RATES <ul><li>SEM: SEO/PPC </li></ul><ul><ul><li>PPC: good measurability </li></ul></ul><ul><ul><li>Email: sufficient measurability </li></ul></ul><ul><ul><li>Direct (snail) Mail: unreliable </li></ul></ul><ul><ul><li>Radio/TV/Print: unreliable </li></ul></ul><ul><ul><li>Event Marketing: unreliable </li></ul></ul><ul><li>Long Term ROI (brand awereness etc.): “useless” </li></ul>
  9. 9. (TYPICAL) SCENARIO Store Call Center eCommerce www.Company.com
  10. 10. TYPICAL RESULT POS TV CRM/Loyalty
  11. 11. MOST POPULAR ANALYTICS PROGRAM
  12. 12. CLIENT-BASED AGGREGATION MODELS <ul><li>Typically Not Real-Time </li></ul><ul><li>Limited Scalability </li></ul><ul><li>Limited Flexibility </li></ul><ul><li>Stale Data </li></ul><ul><li>Time Consuming Exports/Imports </li></ul><ul><li>Complicated Interfaces </li></ul>
  13. 13. PARTIAL SOLUTIONS (IMPORT; EXPORT; API) <ul><li>Social Media Aggregation Tools </li></ul><ul><li>Email Marketing Analytics </li></ul><ul><li>Content Management Systems </li></ul><ul><li>Client Relationship Management Systems </li></ul><ul><li>Cost Per Action Networks </li></ul><ul><li>Campaign Reporting Systems </li></ul><ul><ul><li>PPC </li></ul></ul><ul><ul><li>Display/Banner </li></ul></ul>
  14. 14. COMPLEX SOLUTION REQUIREMENTS <ul><li>ROI: Correlates all “touch points” </li></ul><ul><ul><li>Organic Search, PPC, Email, Phone, POS etc! </li></ul></ul><ul><ul><li>Customer Care; i.e. </li></ul></ul><ul><ul><ul><li>Complaints & Returns </li></ul></ul></ul><ul><ul><ul><li>Repeat Orders & Referrals </li></ul></ul></ul><ul><li>Response Rate: Correlates all Channels: </li></ul><ul><ul><li>Website Visits </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Call Center </li></ul></ul><ul><ul><li>(Store) Visits </li></ul></ul>
  15. 15. COMPLEX SOLUTION REQUIREMENTS (CONT.) <ul><li>Prospect Segmentation Capability </li></ul><ul><ul><li>Reductive - demographics, geographic (e.g. Age, Income, Gender, Region) – CENSUS DATA </li></ul></ul><ul><ul><li>Attitudinal – psychographics – SOCIAL MEDIA </li></ul></ul><ul><ul><li>Behavioral - lifestyle, buy cycle - CRM </li></ul></ul><ul><li>Deciling (Clients) </li></ul><ul><ul><li>Revenue / Gross Margin </li></ul></ul><ul><ul><li>Referrals </li></ul></ul><ul><ul><li>Life Time Value </li></ul></ul><ul><ul><li>“ Soft Factors” such as Influencer Status / Social Med ia </li></ul></ul>
  16. 16. OTHER MARKETING ANALYTIC MEASURES <ul><li>Cluster Analysis: identify groups with similar criteria </li></ul><ul><li>Retention Rates </li></ul><ul><li>Lifestage / Lifecycle </li></ul><ul><li>Predictive Modeling </li></ul>
  17. 17. IN A NUTSHELL: FUNNELS # /$ Segment XXX
  18. 18. IN A NUTSHELL: FUNNELS
  19. 19. ADVANTAGES <ul><li>Reduce time and cost of data aggregation: respond quickly </li></ul><ul><li>Create customer-centric experiences utilizing all available data sources = </li></ul><ul><li>Increase Retention Rates / Reduce Bounce Rate </li></ul><ul><li>Increase conversion rates of marketing campaigns </li></ul><ul><li>Increase revenue through better targeting: “offer matches customer” </li></ul><ul><li>Increase gross margins by optimizing product mix </li></ul>

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