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WEB ANALYTICS#heartbeat for your online Marketing
WHY ?
ONLINE STRATEGY                  Business Intelligence
Web Analytics drives Online Marketing,like a conductor leads his orchestra.
Measure & Optimize your Businesswith Key Performance Indicators
3% conversion = 97% unused potential
a KPI Model   •   Market (reach, competition, benchmarks, trends, ...)   •   Attraction (#UV, lead generation, channels, ....
...
“KPI IS NOT THE GOAL” How do we translate KPI’s to a plan ?
ANALYSIS, EVALUATE & OPTIMIZE  •   KPI dashboard + downdrills  •   best practices  •   Business intelligence & Performance...
The TOOL
•   Value Goals + QSF’s•   Segments & custom reports•   Unique visit metric•   Mobile tracking•   Custom Labels•   Advance...
Tips & TODO’s
1. Pro les & Filters   •   implement the new GAsync code   •   re-publish the extra speed & social code line   •   all dom...
•   exclude internal IP !•   3th party agencies•   Of ine bureaus ?•   Sub domains / directories•   Exlude Virtual pagevie...
•   Rawdata pro le | MASTER pro le•   Separate Pro les for segment•   ‘cpc’ only•   limited geography
2. CampaigntrackingTag all your online campaigns & online media !GA = 360° online marketing monitor
bSeen Campaign Tagging tool
3. Segmentationlook at segmented data in stead of creating averages ...
Why use advanced segments ?•   Isolate and analyze subsets of your traf c post-data capture•   Compare segments and key pe...
4. Goals & Funnels   •   make the ‘interaction’ measurable   •   goals = quality   •   investigate the drop-outs   •   loo...
entering the               leaving the funnelfunnel               de ned Goal
5. Onsite Search
•   Leave notes around important activities for others to reference•   Track before-&-after performance around campaign la...
RESOURCES#let us help your business
New
New Flow Visualisation
Analytics Right NowHow long can you wait to analyse your actions ?4 keys : •   speed = 1 to 2 seconds •   Great UI •   Sam...
go to www.netlash.com/ngo
PREMIUM
WHAT DO YOU GET ?PROPOSITION
•   Dedicated support•   Processing power•   SLAs•   Advanced analytics tools
Advanced Analytics Tools ?•   Funnel Flow visualisation•   BigQuery integration•   Access control•   Multi channel modelli...
State of the art : Multi Session Analytics•   visitor-level remarketing•   Non-convertor analytics•   Conversion Rate Anal...
Multi Channel Modelling •   Firstclick | lastclick or Lineair •   Time decay model : the more at the end of funnel, the   ...
MORE ?
Free or Premium ? •   Radiant6 integration •   measureable and valuable ROI from SM •   audience reporting •   google tren...
WHY ?
GA Premium strategy  •   Google penetrates Fortune500  •   Enterprise solution vs. free tool  •   Compete Vendors with Wor...
Conclusion
TODO Business Intelligence   •   GA Advanced Tagging   •   Segmentation & Pro les   •   Channel Attribution #utmtagging   ...
Business Intelligence can help you tomarket your platform generate & engage onlypro table vistors
“You can find us on…”                                @stevedv                                @netlash-bSeenVRAGEN ? BEDANK...
Web Analytics, heartbeat for your Online Marketing
Web Analytics, heartbeat for your Online Marketing
Web Analytics, heartbeat for your Online Marketing
Web Analytics, heartbeat for your Online Marketing
Web Analytics, heartbeat for your Online Marketing
Web Analytics, heartbeat for your Online Marketing
Web Analytics, heartbeat for your Online Marketing
Web Analytics, heartbeat for your Online Marketing
Web Analytics, heartbeat for your Online Marketing
Web Analytics, heartbeat for your Online Marketing
Web Analytics, heartbeat for your Online Marketing
Web Analytics, heartbeat for your Online Marketing
Web Analytics, heartbeat for your Online Marketing
Web Analytics, heartbeat for your Online Marketing
Web Analytics, heartbeat for your Online Marketing
Web Analytics, heartbeat for your Online Marketing
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Web Analytics, heartbeat for your Online Marketing

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  • Transcript of "Web Analytics, heartbeat for your Online Marketing"

    1. 1. WEB ANALYTICS#heartbeat for your online Marketing
    2. 2. WHY ?
    3. 3. ONLINE STRATEGY Business Intelligence
    4. 4. Web Analytics drives Online Marketing,like a conductor leads his orchestra.
    5. 5. Measure & Optimize your Businesswith Key Performance Indicators
    6. 6. 3% conversion = 97% unused potential
    7. 7. a KPI Model • Market (reach, competition, benchmarks, trends, ...) • Attraction (#UV, lead generation, channels, ...) • Retention (pv/V, tos, bounce rate) • Behaviour (top content, relevancy) • Loyalty (returning prospects & clients) • Conversion (subscriptions, contacts, registrations)
    8. 8. ...
    9. 9. “KPI IS NOT THE GOAL” How do we translate KPI’s to a plan ?
    10. 10. ANALYSIS, EVALUATE & OPTIMIZE • KPI dashboard + downdrills • best practices • Business intelligence & Performance Monitoring • Coaching & training (regio’s) • Continuous development • Marketing adjustments
    11. 11. The TOOL
    12. 12. • Value Goals + QSF’s• Segments & custom reports• Unique visit metric• Mobile tracking• Custom Labels• Advanced tabelling (pivoting)• Advanced ltering• many, many, many, many more ...
    13. 13. Tips & TODO’s
    14. 14. 1. Pro les & Filters • implement the new GAsync code • re-publish the extra speed & social code line • all domains in 1 GATC #corporateXL • pro les & lters • user rights & ownership
    15. 15. • exclude internal IP !• 3th party agencies• Of ine bureaus ?• Sub domains / directories• Exlude Virtual pageviews• SEO positions
    16. 16. • Rawdata pro le | MASTER pro le• Separate Pro les for segment• ‘cpc’ only• limited geography
    17. 17. 2. CampaigntrackingTag all your online campaigns & online media !GA = 360° online marketing monitor
    18. 18. bSeen Campaign Tagging tool
    19. 19. 3. Segmentationlook at segmented data in stead of creating averages ...
    20. 20. Why use advanced segments ?• Isolate and analyze subsets of your traf c post-data capture• Compare segments and key performance metrics side by side • Analyze your traf c with prede ned or customized segments• Use on historical data.• Available in all accounts and pro les.
    21. 21. 4. Goals & Funnels • make the ‘interaction’ measurable • goals = quality • investigate the drop-outs • look for site entries with the highest conversion%
    22. 22. entering the leaving the funnelfunnel de ned Goal
    23. 23. 5. Onsite Search
    24. 24. • Leave notes around important activities for others to reference• Track before-&-after performance around campaign launches and major site changes
    25. 25. RESOURCES#let us help your business
    26. 26. New
    27. 27. New Flow Visualisation
    28. 28. Analytics Right NowHow long can you wait to analyse your actions ?4 keys : • speed = 1 to 2 seconds • Great UI • Same tag • Free
    29. 29. go to www.netlash.com/ngo
    30. 30. PREMIUM
    31. 31. WHAT DO YOU GET ?PROPOSITION
    32. 32. • Dedicated support• Processing power• SLAs• Advanced analytics tools
    33. 33. Advanced Analytics Tools ?• Funnel Flow visualisation• BigQuery integration• Access control• Multi channel modelling• Doubleclick for advertisers + Adwords integration
    34. 34. State of the art : Multi Session Analytics• visitor-level remarketing• Non-convertor analytics• Conversion Rate Analytics• Lifetime Value Analytics• ...
    35. 35. Multi Channel Modelling • Firstclick | lastclick or Lineair • Time decay model : the more at the end of funnel, the more assisted value • U-curve : devide weight on rst and last • based on site engagement, based on display type (discounts)-level remarketing
    36. 36. MORE ?
    37. 37. Free or Premium ? • Radiant6 integration • measureable and valuable ROI from SM • audience reporting • google trends integration : market insights • campaign effectiveness reporting (ex. playback !)
    38. 38. WHY ?
    39. 39. GA Premium strategy • Google penetrates Fortune500 • Enterprise solution vs. free tool • Compete Vendors with Worldwide user-force • Dedicated support team of 200+ consultants • Offer a full service solution
    40. 40. Conclusion
    41. 41. TODO Business Intelligence • GA Advanced Tagging • Segmentation & Pro les • Channel Attribution #utmtagging • Web Analytics Audit # ndquickwins • Conversion optimization & monitoring
    42. 42. Business Intelligence can help you tomarket your platform generate & engage onlypro table vistors
    43. 43. “You can find us on…” @stevedv @netlash-bSeenVRAGEN ? BEDANKT ! SUCCES ...
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