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Improving Marketing ROI With Web Analytics by Kyle Bumgardner

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    For almost all the websites today the data that is collected is unique to online only, it is non-PII (personally identifiable information) and anonymous. When people visit our stores, call our phone centers etc, and ring up at our registers they give us their credit card and their names etc but not, as an example, their unique persistent cookie id.There are small exceptions, like banks where your offline data can be tied to your online behavior using the primary key of bank_account_id.But usually: No cookie_id = no primary key = no soup for you!Still some web analytics vendors and consultants are fond of saying, “Yes we can track everything, online and offline and underwear sizes, and you won’t have to lift a finger!”. Next time you hear that ask them in a sweet voice: “What is the primary key you use to join the two online and offline data?”.

    For almost all the websites today the data that is collected is unique to online only, it is non-PII (personally identifiable information) and anonymous. When people visit our stores, call our phone centers etc, and ring up at our registers they give us their credit card and their names etc but not, as an example, their unique persistent cookie id.

    100+ Vendors and Web Analytics Solutions in the market today.

    Google enters space in 2005 with acquisition of UrchinOmniture continues to expand this year with acquisitions of competitors like Visual Sciences and WebsideStory. OMTR: Reached $1.3B market cap

    Diverse data collection and reporting platforms. All Web analytics platforms collect data and generate reports. But that’s where the similarities end. Each uses a slightly different approach tocollect data, process data, calculate metrics, and display results. To make matters worse, eachvendor uses different words for the same concepts.A slew of add-ons for analysis and execution. Most Web analytics vendors offer a base productand a series of add-on modules for things like ad hoc analysis, visitor segmentation, keywordbid management, and behavioral targeting. But when they describe their platforms, they aren’talways specific about how functionality is split across these modules, leaving clients unsure as towhich components they really need.Confusing, unpredictable pricing models. All major Web analytics vendors offer software-as-aservice,and a few offer licensed software as well. Clients who chose the ASP model pay for basicanalytics using a cost per million page views or server calls. Those who chose software pay eithertraditional license fees or the same ASP-style volume pricing, depending on the vendor. Volumepricing means the risk of overage fees if site traffic exceeds estimates — think cell phone. Andother factors affect cost, like the number of profiles, data sets, customizations, and data feeds thecompany needs. Remember those add-on modules? They cost extra too — in some cases quite abit extra. Components are either priced as a percentage of the total page view charge or at a perseatlicense rate.· Aggressive product road maps. As if the current Web analytics platforms weren’t confusingenough, this market is evolving from Web measurement to become the “online marketingplatform.” Some vendors — like ClickTracks parent J.L. Halsey — are building a single, unifiedplatform that includes both analytics and marketing applications. Others, like Omniture, preferan open architecture where clients integrate their Web analytics tool with best-of-breed vendorsin industries like email marketing and content management. Most vendors are somewhere inthe middle — they offer a few marketing applications of their own but have extensive partnernetworks that let clients exchange Web analytics data with the marketing applications theyalready use.

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    Improving Marketing ROI With Web Analytics by Kyle Bumgardner - Presentation Transcript

    1. Improving marketing ROIwith Web AnalyticsPresented by Kyle Bumgardner Charlotte American Marketing Association
      July 9, 2008
    2. Agenda
      “Improving Marketing ROI with Web Analytics”
      Web Analytics Defined
      Leading Web Analytics Solutions
      Getting Started
      Case Study
      Q & A
      2
      CONFIDENTIAL
      WebsiteBiz
    3. What is Web Analytics?
      Web Analytics: A process for collecting data, conducting analysis, and reporting Web site activity and results.
      3
      CONFIDENTIAL
      WebsiteBiz
    4. Why Web Analytics?
      4
      CONFIDENTIAL
      WebsiteBiz
    5. Why Web Analytics?
      5
      CONFIDENTIAL
      WebsiteBiz
    6. Why Web Analytics?
      “Firms use web analytics to optimizecustomer experience and marketing”
      6
      CONFIDENTIAL
      WebsiteBiz
    7. Who Is Your Customer?
      7
      CONFIDENTIAL
      WebsiteBiz
    8. What Can We Track?
      Things like…
      How People arrive at a website
      How they navigate a website
      How they find information on a website
      How they value website content
      How they respond to calls-to-action
      8
      CONFIDENTIAL
      WebsiteBiz
    9. How Do We Track?
      9
      CONFIDENTIAL
      WebsiteBiz
      We need web analytics tools to help:
      Understand what customers do online
      Find opportunities
      Drive customer experience and marketing
    10. 10
      CONFIDENTIAL
      WebsiteBiz
      Changing Marketing Landscape
    11. 11
      CONFIDENTIAL
      WebsiteBiz
      Changing Marketing Landscape
      The Web Analytics market is maturing:
      Since 1995 vendors consolidating and expanding
      Demand and Sales are at record levels
      Fewer executives are asking “What is web analytics?”
      More are asking “How can we leverage Web analytics to make better business decisions?”
    12. 12
      CONFIDENTIAL
      WebsiteBiz
      Choosing a Web Analytics Solution
      All Web analytics solutions collect data and generate reports.
      But that’s where the similarities end:
      Diverse data collection and reporting
      Add-ons to base products
      Confusing pricing models
      ?
      ?
      ?
      ?
    13. Agenda
      Web Analytics Defined
      Leading Web Analytics Solutions
      Getting Started
      Case Study
      Q & A
      13
      CONFIDENTIAL
      WebsiteBiz
    14. Choosing a Web Analytics Solution
      14
      CONFIDENTIAL
      WebsiteBiz
    15. Choosing a Web Analytics Solution
      15
      CONFIDENTIAL
      WebsiteBiz
      Source: Forrester Wave Web Analytics – Q3 2007
    16. Web Analytics Solutions
      Strongest Performer
      Powerful and flexible
      Deep data analysis and segmentation
      Excellent 3rd party application integration
      Best suited for medium and large organizations
      Pricing based on page views
      16
      CONFIDENTIAL
      WebsiteBiz
      Source: JupiterResearch Executive Survey 2007
    17. Web Analytics Solutions
      17
      CONFIDENTIAL
      WebsiteBiz
      What’s New?
      Video Measurement
      Web 2.0 - RSS Feeds, Blogs, Streaming Media
      “One-minute distribution of dashboard reports”
      Source: JupiterResearch Executive Survey 2007
    18. Web Analytics Solutions
      Largest Market Share
      Powerful and Flexible
      Advanced segmentation and analysis tools
      More upfront work to implement
      Need internal resource to manage and maintain
      Best for medium to large enterprises
      Pricing based on page views
      18
      CONFIDENTIAL
      WebsiteBiz
      Source: JupiterResearch Executive Survey 2007
    19. Web Analytics Solutions
      19
      CONFIDENTIAL
      WebsiteBiz
      • What’s New?
      • Web 2.0 Reports – RSS Feeds, Blogs, Streaming Media
      • Drag & Drop to create ROI calculations
      Source: JupiterResearch Executive Survey 2007
    20. Web Analytics Solutions
      Strong Market Share
      Considered a Contender
      Streamlined and Simple Interface
      Integrates nicely with Adwords
      Limited customization and advanced tracking
      Best for small businesses
      Price is Right = Free!
      20
      CONFIDENTIAL
      WebsiteBiz
      Source: JupiterResearch Executive Survey 2007
    21. Web Analytics Solutions
      21
      CONFIDENTIAL
      WebsiteBiz
      • What’s New?
      • Updated Visual Interface
      • Competitive Benchmarking
      Source: JupiterResearch Executive Survey 2007
    22. Agenda
      Web Analytics Defined
      Leading Web Analytics Solutions
      Getting Started
      Case Study
      Q & A
      22
      CONFIDENTIAL
      WebsiteBiz
    23. “# 1 obstacle to successful Web analytics
      is figuring out how to take action
      from the data collected.”
      23
      CONFIDENTIAL
      WebsiteBiz
      Become an Action Hero!
      Source: Forrester Research Executive Survey 2007
    24. Getting Started
      5 Steps to Effective Web Analytics:
      Measure
      Report
      Analyze
      Optimize
      Innovate
      24
      CONFIDENTIAL
      WebsiteBiz
    25. Establish What You Will Measure
      Determine the type of site you have
      Determine your business objectives
      Define Your Key Performance Indicators (KPI’s)
      25
      CONFIDENTIAL
      WebsiteBiz
      Measure
    26. Determine Your Site’s Purpose
      Basic Site Categories
      Ecommerce
      Content and Advertising
      Lead Generation
      Customer Support
      26
      CONFIDENTIAL
      WebsiteBiz
    27. Defining Key Performance Indicators
      Typical KPI’s
      Page Views
      Visits and Unique Visitors
      Orders and Revenue
      Conversion Rate
      Leads and Cost-Per-Lead
      Registrations, Newsletter Sign-ups
      27
      CONFIDENTIAL
      WebsiteBiz
    28. Mastering the 5 Steps
      Optimize and Innovate:
      Take calculated risks
      Decisions based data
      Integrate tactics
      Reward top visitors
      Provide incentive to challenging visitors
      28
      CONFIDENTIAL
      WebsiteBiz
    29. Questions?
      29
      CONFIDENTIAL
      WebsiteBiz
      Kyle BumgardnerDirector of Business DevelopmentKyle@WebsiteBiz.com
      WebsiteBiz: An Interactive Agency1713 Cleveland Ave.Charlotte, NC 28203 o. 704.338.1727c. 704.813.4636www.WebsiteBiz.com
      www.MarketerInsight.com
    30. Web Analytics Resources
      30
      CONFIDENTIAL
      WebsiteBiz
      Useful Industry Sites 
      www.marketerinsight.com
      www.WebAnalyticsDemystified.com
      www.WebAnalyticsAssociation.org
      Vendor Blogs 
      Analytics.blogspot.com
      Blogs.omniture.com/author/mbelkin/
      Webtrends.com/Resources/ExpertWebcasts.aspx
    31. About US
      WebsiteBiz is a Results-Driven Online Marketing Agency
      Founded in 1997
      Headquartered in Charlotte, NC
      Inc. Magazine – Nationally Ranked 51st Fastest Growing Marketing Firm
      Partial Client List:
      31
      CONFIDENTIAL
      WebsiteBiz

    + Kyle BumgardnerKyle Bumgardner, 4 months ago

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