Closing the loop with web analytics by Aaron Maass

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How to close the loop on leads with web analytics. This was presented by Aaron Maass at SES in NYC on March 25, 2011.

How to close the loop on leads with web analytics. This was presented by Aaron Maass at SES in NYC on March 25, 2011.

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Transcript

  • 1. Closing the Loop
    With Web Analytics
    Aaron H. Maass
    MaassMedia, LLC
  • 2. Closing the Loop Problem
  • 3. Online
    Landing Pages
    E-newsletter
    FAQs
    Display
    Website
    Search
    3rd Party Sites
    Email
    Mobile
    Social Media
    Online Reviews
    Chat
    Blog
    Outbound
    Telesales
    Store
    Partner/
    Reseller
    PR
    Inbound Call Center
    Outbound
    Phone
    WOM
    TV
    Radio
    Print
    Outdoor
    Mail
    Phone/
    Call Center
    Store/Office
    Direct Mail
    Offline
    World of Many Customer Touchpoints
  • 4. E-Commerce
    Advertising
    Lead Generation
    Three Types of Websites
  • 5. Common Lead Generation Tactics
  • 6. Calls-to-Action Are Lead/Sales Opportunities
  • 7. How Does This Tie In To
    Web Analytics?
  • 8. In order to facilitate tracking of session and visitor activities, web analytics programs place cookies in the visitor's web browser:
    • Session Cookie – the 'Session' cookie exists only for the lifetime of the current browser session and expires after 30 minutes of inactivity or when the visitor closes all browser windows.
    • 9. Visitor Cookie – the 'Visitor' cookie persists after the visitor closes all browser windows and is used to identify a visitor to the site across multiple 'sessions'.
    Cookies
  • 10.
    • Myths
    • 11. Cookies are like worms/viruses and can erase data from your computer
    • 12. Cookies are a form of spyware and can steal personal information
    • 13. Cookies generate pop-ups and spam
    • 14. Cookies are only used for advertising
    • 15. Facts
    • 16. Cookies are only data, not program code
    • 17. Cookies cannot erase data or read information from your computer
    • 18. Cookies are usually anonymous (do not contain PII)
    • 19. Cookies CAN be used to track website behavior and close the loop
    Myths About Cookies
  • 20. A visitor's browser initiates a page request to the web server
    Web server notes visitor's IP address and sends a page back to the browser along with any JavaScript tags
    JavaScript requests a single-pixel GIF from Analytics Server and sends visitor info and custom parameters to storage
    Analytics Server generates a unique visitor ID and sends it back to the browser along with a cookie and the single-pixel GIF
    Web
    Server
    1) Page request
    2) Page returned w/ JavaScript
    3) JavaScript tag executed (visitor info/custom parameters sent)
    Analytics
    Server
    4) GIF returned w/ cookie and unique ID
    How Cookies Work
  • 21. Unique Visitor ID Capture Example
  • 22. Form Field Information
    First Name
    Last Name
    Email
    Phone
    Comments
    Dropdown Selection
    Opt-In (Checked or Unchecked)
    Unique Visitor ID from cookie
    Hidden Field Information
    CRM/Sales
    Database
    Analytics
    Server
    8) Unique Visitor ID
    Plus
    9) Closed (Yes or No)
    Pass Unique Visitor ID w/ Form Info
  • 23. Data Sources is used to manually import offline data into SiteCatalyst. Below are some examples of situations in which you might want to use Data Sources to import data:
    Import historical traffic data from log files or a previous vendor
    Import offline success metrics unrelated to the website or taking place after a visit to the website
    Import metrics from a separate channel such as e-mail or call center so you can compare them to online metrics and create calculated metrics
    Import metrics from other products through Omniture Genesis such as e-mail or CRM metrics
    In all of these cases, Data Sources supplements your online data with related data so you can get a more complete picture of your business, or in other words, close the loop.
    How To Import Data Using Omniture
  • 24. 8) Unique Visitor ID
    Plus
    9) Closed (Yes or No)
    Real World Omniture Example
  • 25. Google Analytics UTMA Cookie
  • 26. <script type="text/javascript" src="/includes/js/gaCookies.js"></script>
    <script type="text/javascript">
    var _gaq = _gaq || [];
    _gaq.push(['_setAccount', 'UA-XXXXXXXX-1']);
    vargac = new gaCookies();
    _gaq.push(['_setCustomVar',1,'Visitor',gac.getUniqueId(),1]);
    _gaq.push(['_trackPageview']);
    (function() {
    varga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
    ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
    vars = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);
    })();
    </script>
    Source: Danny Ng - www.dannytalk.com
    Modified Google Analytics Tag
  • 27. 8) Unique Visitor ID
    Unique Google Analytics Visitor ID
  • 28. Close the Loop on Store Sales w/ Coupons
    730973048
  • 29. 730973048
    Close the Loop on Calls w/ Visitor ID
  • 30. Why Close the Loop w/ Web Analytics?
    Because with web analytics we can hope to answer the following three simple business questions:
    Where do our best leads/sales come from and how do we get more of them?
    What traffic sources, content, tools and behaviors on the site are most influential in producing closed leads/sales?
    What information and other insights about your web visitors, site content, leads and leads that buy can be used to improve the quality of prospects and increase conversion?
  • 31. Thank You!
    Thank You!
    Aaron H. Maass | Managing DirectorMaassMedia, LLCwww.maassmedia.comLinkedIn: linkedin.com/in/maassmediaTwitter: @maassmetrics