Web Analytics Wednesday
Amsterdam
October 7, 2009
Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creating actionable and valuable information
• With automatical customized reports
• Operators filtered off
• To support sales team
• To support more targeted direct
marketing activities
Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Off-site and brand awareness tracking
• With search trends and keyword tool
• Competitive intelligence
• Social media testing
Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Online and offline campaign tracking
• Track every channel and learn
• Social media tracking with e.g. Tiny URL
• Analyze KPIs and deliver insights
Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

More marketing – decreasing conversion rate?
• Lots of action with top management involved
• Challenging organization structure
• 126 % more visits (in 4 months compared to last year)
• 29 % more revenue (other channels shifting to online)
• Conversion rate 5,48 % (9,38 %)
Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved


With printable coupons you can convert
people from web to physical store

Or convert people from print to store

You shoud have a web analytics and
barcode tracking system in place
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Quick response code

Physical world
hyperlinks

Convert people to
web or mobile site

You can easily add
tracking code

www.upcode.fi
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
People are switching channels

You can track calls - web to phone

How we track cross-channel actions?
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Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Creative Commons Licence – Some Rights Reserved

Remember voice of customer
• Measure with different kind of surveys
• Key performance Indicator:
• Task completion rate by primary purpose of visit
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Best practices
• Why we are doing this (campaign, project, etc.)?
• Deliver business insights
• Get top management involved
• Test and measure everything
• Educate people
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Creative Commons Licence – Some Rights Reserved

Latest trends in Finland
• Focus shifting slowly from clicks to outcomes
• Do we allow Facebook to our employees?
• Measuring social media is very complex
• Measure cross-channel behaviour
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Petri Mertanen
www.mertanen.info
Twitter: @mertanen
Skype:petrimertanen
petri@naviatech.fi
Tel. +358 400 792 616
Naviatech Solutions Oy
Pasilanraitio 9
FIN-00240 Helsinki
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