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IS09 - Web Analytics Bootcamp


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IS09 - Web Analytics Bootcamp

IS09 - Web Analytics Bootcamp

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  • Advertiser pays money for TVPoll random participants
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  • Transcript

    • 1. What’s on your mind?
    • 2. Kristi may &mYles rose
      Senior Marketing Analysts & Web Strategists
    • 3. 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)
    • 4. WEB
      How to hit the ground running when implementing a web analytics solution for your business
      Kristi May & Myles Rose
      Senior Marketing Analysts & Web Strategists
    • 5. Web analytics trivia
    • 6. 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?
    • 7. Web analytics trivia
      A- $109 Million
      B- $1 Billion
      C- $479 Million
      D- $953 Million
    • 8. 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?
    • 9. Why analytics?
    • 10. 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
    • 11. Ad tracking – the digital age
      Advertisers place ad online
      Track each interaction and conversion
      Optimize advertising placements based on real time data and testing
    • 12. 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?
    • 13. Which analytics provider is best for my business?
      Top players
    • 14. Which analytics provider is best for my business?
      Mid level
    • 15. Which analytics provider is best for my business?
    • 16. Why use Google Analytics?
      Free, yet powerful
      Easy to implement
      Get to know your visitors
      Available to all
    • 17. Getting started
      How does Bob get started with Google Analytics?
    • 18. 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 + "' type='text/javascript'%3E%3C/script%3E"));
      <script type="text/javascript">
      try {
      varpageTracker = _gat._getTracker("UA-XXXXXXX-X");
      } catch(err) {}</script>
    • 19. Is the code working?
      Google Analytics Tracking Code Status
      WASP (Web Analytics Solution Provider)
      Firebug (Firefox Add-on)
      WASP Firefox add-on
    • 20. Making sense of the reporting
    • 21. Visitorsoverview report
      Key metrics
      Time on site
      New visits
      5 minute time on site average
    • 22. Map overlayreport
      Key metrics
      Where are your visitors located?
      Bob’s big inHouston and Dallas
    • 23. Top contentreport
      Key metrics
      What pages are your visitors most interested in?
      Visitors like to see Bob’s work
    • 24. Referring sitesreport
      Key metrics
      What sites referred visitors to your site
      People who view Bob’s LinkedIn profile are likely to visit his website
    • 25. 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.
    • 26. 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.
    • 27. Additional reports
      Report name: Benchmarking
      • Bob vs. The Competition
      Advanced Segmentation
      • New v. Returning Visitors
      • 28. 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
    • 29. Links & resources
      Analytics providers
    • 30. Links & resources
      Tools to verify tracking
    • 31. Questions & answers
      Kristi May
      Myles Rose
    • Thank you