Slides from a presentation at PixelMEDIA on Web Analytics 2.0 and the concept of Multiplicity. Producing insights, not reporting. By Jonathan B. O'Donnell

1. 1 Web Analytics 2.0 and Multiplicity It’s about pulling and presenting only the relevant data from multiple sources to provide insights and solve for business objectives. Quicker. PRESENTER: Jonathan B. O’Donnell Web Analyst, Producer DATE: June 23, 2011

2. 2 Hits, uniques, data in aggregate, is OUT Acquisition, behaviors, outcomes, are IN!

4. Track everything

6. 5 What Now… Web Analytics 2.0 Is Full Spectrum Analysis © Market Motive

7. The Power of the Tools! Clickstream Multiple Outcomes Testing & VOC Competitive Intelligence Research & Benchmarks 6

9. Line of Sight to Business

10. Campaign Specific Tracking

11. Internal Hypothesis Verification Allows you to Fail Faster! Drive change quicker with focused data feedback.

12. 8 Data Analysis “The problem is we are obsessed with data and not about the business.” Avinash Kaushik

13. 9 How Web AnalyticsMeasurement Model (WAMM)

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16. 12 How

17. 13 How

18. 14 Experimentation and Testing “I found out what makes people tick…I did a lot of research…”David Ogilvy

19. 15 A/B and Multivariate Testing

20. 16 Internal Hypothesis Verification – Advanced Segments

21. 17 Voice of Customer 92% of top performing companies surveyed stated “Increase in customer satisfaction” was the number one reason they implemented customer feedback.Gleanster Report

22. 18 The 4 Greatest VOC Questions 1. How would you rate your site experience? (Customer Satisfaction Rate)2. Primary purpose of your visit?3. Were you able to complete your task today? (Task Completion Rate)4. If not, why not? (Customer feedback)

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24. 20 Competitive Intelligence “75 percent of the respondents saw the need for CI to increase during a global economic downturn.” Global Intelligence Alliance

25. 21 How

26. 22 How

27. 23 How

28. 24 How

29. 25 Campaign Tracking Multi-channel Analytics “US ad spending on television, internet, print, radio, directories and outdoor will reach $154.6 billion this year and continue to make incremental gains through 2015.”eMarketer

30. 26 Tracking Offline Marketing

31. 27 Tracking Online Marketing

32. 28 How

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36. Are we making $?

37. Are my Calls to Action line of site with bus. objectives?

38. What are my competitors doing?

39. Are we tracking our offline marketing?

41. 33 Why GA changed the playing field …Google Analytics increased (in usage) by 19% in 2010 — more than twice as much as the next leading vendor. – iPerceptions …Google Analytics has an 85% satisfaction rate, which is 10% higher than any paid vendor – WAA study

44. 36 Why US businesses will spend $953 million dollars on Web analytics software in 2014, with an average compound annual growth rate of 17%. –Forrester Actionable Data is the Biggest Challenge: This year, 39% said taking action on the data would be their biggest challenge.–Web Analytics Association

45. 37 Thanks for Listening! Questions? @ODsays @pixelMEDIA linkedin.com/in/ODsays http://bit.ly/ODatMM http://bit.ly/ODatGA http://bit.ly/ODatIM http://bit.ly/WebAA

47. Market Motive – An excellent source of timely and relevant marketing insight.

48. Analysis Exchange – A not-for-profit that provides analytic support to non-profits.

49. Gartner Research– “New Relationships Will Change Business Intelligence and Analytics”

50. Forrester Research – “Predictions and Plans for Business Analytics in 2011”

51. Foresee – “Social media impact on web traffic and using analytics to measure it.”

52. Analytics Talk – Justin Cutroni’s blog. More GA focused and technical in nature.

53. Measuring Success – Brian Clifton’s blog – Very technical insight into Google Analytics implementations.