Closing the loop with web analytics by Aaron Maass
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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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    Closing the loop with web analytics by Aaron Maass Closing the loop with web analytics by Aaron Maass Presentation Transcript

    • Closing the Loop
      With Web Analytics
      Aaron H. Maass
      MaassMedia, LLC
    • Closing the Loop Problem
    • 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
    • E-Commerce
      Advertising
      Lead Generation
      Three Types of Websites
    • Common Lead Generation Tactics
    • Calls-to-Action Are Lead/Sales Opportunities
    • How Does This Tie In To
      Web Analytics?
    • 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.
      • 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
      • Myths
      • Cookies are like worms/viruses and can erase data from your computer
      • Cookies are a form of spyware and can steal personal information
      • Cookies generate pop-ups and spam
      • Cookies are only used for advertising
      • Facts
      • Cookies are only data, not program code
      • Cookies cannot erase data or read information from your computer
      • Cookies are usually anonymous (do not contain PII)
      • Cookies CAN be used to track website behavior and close the loop
      Myths About Cookies
    • 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
    • Unique Visitor ID Capture Example
    • 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
    • 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
    • 8) Unique Visitor ID
      Plus
      9) Closed (Yes or No)
      Real World Omniture Example
    • Google Analytics UTMA Cookie
    • <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
    • 8) Unique Visitor ID
      Unique Google Analytics Visitor ID
    • Close the Loop on Store Sales w/ Coupons
      730973048
    • 730973048
      Close the Loop on Calls w/ Visitor ID
    • 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?
    • Thank You!
      Thank You!
      Aaron H. Maass | Managing DirectorMaassMedia, LLCwww.maassmedia.comLinkedIn: linkedin.com/in/maassmediaTwitter: @maassmetrics