Spinning Web Analytics

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Presented May 26th to HPCA members and guests. The presentation consisted of an overview of web analytics, seo and sem, and then practical application of their use as applied to two member sites.

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  • Questions
  • Unique IDs allow you to track exactly where your leads are generated. Unique email addressid appended to end of a URL ?myid=abc123When all else fails, just come right out and ask “how did you get our number?”
  • Questions
  • Why do we go to all this trouble? Is it worth it?Lead in to SEO and SEM and applying the analytics knowledge ....
  • Easy easy easy - <title> tag.
  • - web metaphor - Look to where the vibrations are coming from.
  • http://www.youtube.com/watch?v=7FRwCs99DWg&feature=player_embedded
  • Link to, comment on, and write about others' work you admire.Blog - but only if you can commit.Give people what they want/need. - say I moonlight as a wedding photographer....
  • Spinning Web Analytics

    1. 1. Spinning Web Analytics,<br />Search Optimization and Marketing<br />
    2. 2. So... you have a website...<br />
    3. 3. ...and people visit it. Huzzah!!<br />... or do they?<br />
    4. 4. WEB ANALYTICS<br />
    5. 5. WEB ANALYTICS<br />
    6. 6. WEB ANALYTICS<br />Hey! Wassup. You got a website to show me?<br />I do! You mind signing the guest book while you’re here?<br />Yeah yeah *scribblescribblescribble* There. Signed.<br />Now can you show me a website?<br />Fine. Fine. Here’s some HTML code....<br />I have a few JPEGs for you. Some Flash files...<br />Oh, and here’s some Java. Here, take some cookies to go with that.<br />
    7. 7. WEB ANALYTICS<br />
    8. 8. WEB ANALYTICS<br />
    9. 9. WEB ANALYTICS<br />Analytics software visualizes the data to make patterns more readily apparent and understandable.<br />
    10. 10. WEB ANALYTICS<br />BUT...<br />
    11. 11. WEB ANALYTICS<br />...it’s still just data. Data without context is just noise.<br />
    12. 12. WEB ANALYTICS<br />
    13. 13. WEB ANALYTICS<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />
    14. 14. WEB ANALYTICS<br />
    15. 15. WEB ANALYTICS<br />How many visitors<br />How often they visited<br />How they’re visiting the site (computer type and capabilities)<br />Where they came from (geographically)<br />Where they came from (referral type)<br />While here ... what did they do?<br />
    16. 16. WEB ANALYTICS<br />Using the clues in the data, a clear picture of your site’s visitors may be inferred<br />
    17. 17. Escarpment Views<br />What is it?<br />Online presence for print magazine.<br />Goals:<br />Attention<br />Drive sales of ads<br />Drive sales of magazine<br />
    18. 18. What should we look for in our analytics web?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />
    19. 19. Escarpment Views<br /><ul><li>Visitors
    20. 20. Continuous growth
    21. 21. Spikes ID’d and made note of
    22. 22. Cultivate repeat visits
    23. 23. Ontario</li></li></ul><li>Brief Intermission as we switch to live stats<br />
    24. 24. Escarpment Views<br /><ul><li>Content
    25. 25. What are people looking at?
    26. 26. What brought them there?
    27. 27. Where did they go from there?
    28. 28. What do you WANT people to be looking at?
    29. 29. Are they looking at it? </li></li></ul><li>Brief Intermission as we switch to live stats<br />
    30. 30. WEB ANALYTICS<br />In solving a problem of this sort, the grand thing is to be able to reason backward.<br />
    31. 31. Get It Write<br />What is it?<br />Freelance Writing Business<br />Goals:<br />Lead generation<br />Establish position as an expert<br />
    32. 32. What should we look for in our analytics web?<br />?<br />?<br />?<br />?<br />?<br />?<br />?<br />
    33. 33. Get it Write<br /><ul><li>Conversion
    34. 34. Track emails/phone calls to website</li></li></ul><li>WEB ANALYTICS<br />
    35. 35. Get it Write<br /><ul><li>Referrals
    36. 36. Who is sending traffic?
    37. 37. What keywords bring people to your site?</li></li></ul><li>Brief Intermission as we switch to live stats<br />
    38. 38. Get it Write<br /><ul><li>Content
    39. 39. What pages resulted in the most referrals?
    40. 40. What pages resulted in the most conversions?</li></li></ul><li>Brief Intermission as we switch to live stats<br />
    41. 41. WEB ANALYTICS<br />You know, a conjurer gets no credit when once he has explained his trick; and if I show you too much of my method of working, you will come to the conclusion that I am a very ordinary individual after all.<br />
    42. 42. “You can only manage what you can measure.”<br />- Peter Drucker<br />
    43. 43. So how do we move the needle?<br />
    44. 44. Make yourself more findable.<br />
    45. 45. WEB ANALYTICS<br />
    46. 46. How are people finding you now?<br />
    47. 47. Who do you want to target?<br />
    48. 48. Who do you want to target?<br />
    49. 49. What are they looking for?<br />?<br />
    50. 50. Own your keywords<br />
    51. 51. Use keywords naturallyand consistently<br />
    52. 52. Think lasergun, not shotgun<br />
    53. 53. WEB ANALYTICS<br />
    54. 54. Brought to you by...<br />Rob Clark<br /><ul><li>http://disclz.me/RobClark
    55. 55. www.theelusivefish.com</li></ul>Kyle McKeown<br /><ul><li>http://twitter.com/kyle_a_m
    56. 56. www.kylemckeown.com</li></li></ul><li>Suggested Reading<br /><ul><li>Complete Web Monitoring
    57. 57. l33t Ninja analytics skills revealed
    58. 58. Web Analytics 2.0
    59. 59. Avinash is the evangelist for analytics at Google
    60. 60. www.kaushik.net</li></li></ul><li>Credits<br />Spider Web (http://www.flickr.com/photos/martinkreyness/301315926/)<br />Tape Measure (http://www.flickr.com/photos/pinksherbet/3209939998/)<br />Adrian on Computer (http://www.flickr.com/photos/bombardier/15371858/)<br />IBM 1620 (http://www.flickr.com/photos/euthman/2131988829/)<br />Butt in Denim (http://www.flickr.com/photos/carbonnyc/500028263/)<br />Sherlock (http://www.flickr.com/photos/londonmatt/3190604849/)<br />Intermission – accordian (http://www.flickr.com/photos/rjl20/126592970/)<br />Intermission – juggling (http://www.flickr.com/photos/rjl20/126592905/)<br />Intermission – straw hat (http://www.flickr.com/photos/rjl20/422854280/)<br />Intermission – clown (http://www.flickr.com/photos/rjl20/126592943/in/photostream/)<br />Tips (http://www.flickr.com/photos/thetruthabout/4577200260/)<br />Speedometer (http://www.flickr.com/photos/thatguyfromcchs08/2300190277/)<br />Lost and Found (http://www.flickr.com/photos/lightsoutfilms/3437299/)<br />Dog with bone (http://www.flickr.com/photos/shankbone/3022864843/)<br />Storm Trooper writing lines (http://www.flickr.com/photos/st3f4n/4193370268/)<br />Raygun (http://www.flickr.com/photos/tinkerbots/3395985867/)<br />

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