Web Analytics, heartbeat for your Online Marketing
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Web Analytics, heartbeat for your Online Marketing

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Web Analytics, heartbeat for your Online Marketing Web Analytics, heartbeat for your Online Marketing Presentation Transcript

  • 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, ...) • Retention (pv/V, tos, bounce rate) • Behaviour (top content, relevancy) • Loyalty (returning prospects & clients) • Conversion (subscriptions, contacts, registrations)
  • ...
  • “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 Monitoring • Coaching & training (regio’s) • Continuous development • Marketing adjustments
  • The TOOL
  • • Value Goals + QSF’s• Segments & custom reports• Unique visit metric• Mobile tracking• Custom Labels• Advanced tabelling (pivoting)• Advanced ltering• many, many, many, many more ...
  • Tips & TODO’s
  • 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
  • • exclude internal IP !• 3th party agencies• Of ine bureaus ?• Sub domains / directories• Exlude Virtual pageviews• SEO positions
  • • 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 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.
  • 4. Goals & Funnels • make the ‘interaction’ measurable • goals = quality • investigate the drop-outs • look for site entries with the highest conversion%
  • 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 launches and major site changes
  • 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 • Same tag • Free
  • 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 modelling• Doubleclick for advertisers + Adwords integration
  • State of the art : Multi Session Analytics• visitor-level remarketing• Non-convertor analytics• Conversion Rate Analytics• Lifetime Value Analytics• ...
  • 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
  • MORE ?
  • Free or Premium ? • Radiant6 integration • measureable and valuable ROI from SM • audience reporting • google trends integration : market insights • campaign effectiveness reporting (ex. playback !)
  • WHY ?
  • 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
  • Conclusion
  • TODO Business Intelligence • GA Advanced Tagging • Segmentation & Pro les • Channel Attribution #utmtagging • Web Analytics Audit # ndquickwins • Conversion optimization & monitoring
  • Business Intelligence can help you tomarket your platform generate & engage onlypro table vistors
  • “You can find us on…” @stevedv @netlash-bSeenVRAGEN ? BEDANKT ! SUCCES ...