IS09 - Web Analytics Bootcamp
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IS09 - Web Analytics Bootcamp

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IS09 - Web Analytics Bootcamp

IS09 - Web Analytics Bootcamp

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IS09 - Web Analytics Bootcamp IS09 - Web Analytics Bootcamp Presentation Transcript

  • What’s on your mind?
  • Kristi may &mYles rose
    Senior Marketing Analysts & Web Strategists
  • About idea
    Full-service interactive advertising agency
    Top-50 agency (AdWeek & BtoB)
    Fortune 100 clients
    9 offices including Houston & Seattle
    Owned by MPS Group (NYSE: MPS)
    www.ideaii.com
  • WEB
    ANALYTICS
    BOOTCAMP
    How to hit the ground running when implementing a web analytics solution for your business
    Kristi May & Myles Rose
    Senior Marketing Analysts & Web Strategists
  • Web analytics trivia
  • Web analytics trivia
    US Web Analytics spending is projected to have an annual growth rate of 17% through 2014.
    In 2014, how much are US companies forecasted to spend on Web Analytics?
  • Web analytics trivia
    A- $109 Million
    B- $1 Billion
    C- $479 Million
    D- $953 Million
  • Why we’re here
    Which analytics provideris the best for my business?
    What are the steps I need to taketo make implementation a success?
    How do I use my analytics reportingto make informed decisions?
  • Why analytics?
  • Ad tracking – the old days
    Advertisers placed ad on TV
    Revisions to the campaign based on the self reported viewing habits of a small sample of viewers
  • Ad tracking – the digital age
    Advertisers place ad online
    Track each interaction and conversion
    Optimize advertising placements based on real time data and testing
  • How does analytics affect your business?
    Meet Bob
    Owns a three person graphic design shop
    Has a website featuring the shop’s portfolio
    Would like the website to generate new business
    How can website analytics help him?
  • Which analytics provider is best for my business?
    Top players
  • Which analytics provider is best for my business?
    Mid level
  • Which analytics provider is best for my business?
    Specialty
  • Why use Google Analytics?
    Free, yet powerful
    Easy to implement
    Get to know your visitors
    Available to all
  • Getting started
    How does Bob get started with Google Analytics?
  • Implementing Analytics Tracking
    Sample Tracking Code
    Once Bob signs up for an account, GA will generate the code below.
    Bob will copy the following code block into every web page he want to track immediately before the </body> tag.
    <script type="text/javascript">
    vargaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");
    document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));
    </script>
    <script type="text/javascript">
    try {
    varpageTracker = _gat._getTracker("UA-XXXXXXX-X");
    pageTracker._trackPageview();
    } catch(err) {}</script>
  • Is the code working?
    Google Analytics Tracking Code Status
    WASP (Web Analytics Solution Provider)
    Firebug (Firefox Add-on)
    WASP Firefox add-on
  • Making sense of the reporting
  • Visitorsoverview report
    Key metrics
    Visits
    Visitors
    Time on site
    New visits
    5 minute time on site average
  • Map overlayreport
    Key metrics
    Where are your visitors located?
    Bob’s big inHouston and Dallas
  • Top contentreport
    Key metrics
    What pages are your visitors most interested in?
    Visitors like to see Bob’s work
  • Referring sitesreport
    Key metrics
    What sites referred visitors to your site
    People who view Bob’s LinkedIn profile are likely to visit his website
  • Keywords report
    Key metrics
    What keywords are driving traffic to your site?
    Visitors were able to find Bob’s site using the term Motion Graphics Specialist.
  • Ecommerceoverview report
    Key metrics
    Are your visitors buying?
    Visitors are able to purchase art work from Bob’s site. This report helps Bob track visitor purchase conversions over time.
  • Additional reports
    Report name: Benchmarking
    • Bob vs. The Competition
    Advanced Segmentation
    • New v. Returning Visitors
    • Purchasers v. Browsers
  • Happy bob
    Bob’s website is trackingvisitors and conversions
    He’s targeted the companies that visit his site
    Bob has generated 3 new paid opportunities from a blog post that sent visitors to his site
    Bob can see that his site is converting visitors much better than his competition
  • Links & resources
    Analytics providers
    www.omniture.com
    www.google.com/analytics
    www.coremetrics.com
    www.webtrends.com
    www.tealeaf.com
    www.clicktracks.com
    www.clicktales.com
  • Links & resources
    Tools to verify tracking
    www.webanalyticssolutionprofiler.com
    www.getfirebug.com
  • Questions & answers
    Kristi May
    kristi.may@idea.com
    Myles Rose
    • myles.rose@idea.com
  • Thank you