Web Analytics: The Value of Insight


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Presentation given at the Event & Exhibiting Show, London, on 13th July 2011.

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Web Analytics: The Value of Insight

  1. 1. Web Analytics: The Value of Insight Presented by Iain Harper heartwooddigital.com
  2. 2. About Iain Harper <ul><li>Over 15 years in the Internet industry </li></ul><ul><li>Agency and client-side </li></ul><ul><li>Consults internationally on the integration of digital marketing </li></ul><ul><li>Event research & organisation </li></ul><ul><li>heartwooddigital.com </li></ul><ul><li>linkedin.com/in/iainharper </li></ul>
  3. 3. <ul><li>If you’re not already using web analytics you’ll discover why you’re missing out </li></ul><ul><li>If you are using web analytics you’ll learn how to get more from it </li></ul>You and your Events
  4. 4. <ul><li>“ Web Analytics supports your entire digital marketing strategy with objective insight into performance and the behaviour of your target audience” </li></ul><ul><li>Data collection and analysis </li></ul><ul><li>Anonymously track online interaction </li></ul><ul><li>Website and Event specific </li></ul><ul><li>Aggregated and generic </li></ul>What is Web Analytics?
  5. 5. <ul><li>Where do your visitors come from? </li></ul><ul><li>How do they interact with your site? </li></ul><ul><li>What stops them converting to customers? </li></ul><ul><li>Where do they go next? </li></ul><ul><li>Which campaigns are most cost-effective? </li></ul><ul><li>Do other event sites perform better? </li></ul><ul><li>Why? </li></ul><ul><ul><li>Test and measure alternative strategies </li></ul></ul>Knowledge is Power
  6. 6. <ul><li>Before </li></ul><ul><ul><li>Ads, Search, Email, Social, PR, Ticket Sales </li></ul></ul><ul><li>During </li></ul><ul><ul><li>Buzz, Interaction, Recommendations </li></ul></ul><ul><li>After </li></ul><ul><ul><li>Feedback, Reviews, “Next Year…” </li></ul></ul><ul><li>Optimise event marketing </li></ul><ul><ul><li>Promotion </li></ul></ul><ul><ul><li>Conversion </li></ul></ul><ul><ul><li>Engagement </li></ul></ul>The Value of Insight
  7. 7. Channel Integration
  8. 8. Smart, Mobile, On Location
  9. 9. Interaction & Engagement
  10. 10. Integrated Intelligence
  11. 11. Google Analytics in Focus
  12. 12. Get Access – Take Control
  13. 13. Get Access – Take Control
  14. 14. Dashboard
  15. 15. Visitors
  16. 16. New Visitors vs Returning
  17. 17. Landing Pages
  18. 18. Most Popular Content
  19. 19. Site Navigation
  20. 20. Search Engines
  21. 21. <ul><li>Google Analytics integrates with Adwords </li></ul><ul><li>You can track other PPC and display ads too </li></ul><ul><li>Compare performance with SEO </li></ul>Paid Search Tracking
  22. 22. Source Conversions
  23. 23. Browsers
  24. 24. Smartphone Usage
  25. 25. <ul><li>Top-level statistics fine for barometer KPIs </li></ul><ul><li>Segmentation crucial for real insight </li></ul><ul><li>Compare performance by segment </li></ul><ul><ul><li>Sources of visitors </li></ul></ul><ul><ul><li>Methods of access </li></ul></ul><ul><ul><li>Landing pages </li></ul></ul><ul><ul><li>Exit pages </li></ul></ul><ul><ul><li>Conversion funnels </li></ul></ul>Segment & Conquer
  26. 26. Segmentation: Sources
  27. 27. Segmentation: Exit Pages
  28. 28. The Critical Conversion
  29. 29. The Critical Conversion
  30. 30. The Critical Conversion
  31. 31. <ul><li>Track performance through every stage of the ticket sale funnel </li></ul><ul><ul><li>Including the return of a converted customer from a 3 rd party ticketing site </li></ul></ul><ul><li>Use segmentation for the full picture </li></ul><ul><li>Understand where people ‘drop-out’ </li></ul><ul><li>Test alternative layouts/processes </li></ul><ul><ul><li>Including funnel pages on 3 rd party sites </li></ul></ul>Conversion Optimisation
  32. 32. <ul><li>Track ‘Site Search’ usage </li></ul><ul><ul><ul><li>What are visitors searching for, are they more engaged, do they convert better? </li></ul></ul></ul><ul><li>Track ‘Share’ usage </li></ul><ul><ul><ul><li>Is the button prominent enough? </li></ul></ul></ul>Track Specific Behaviour
  33. 33. Goal Tracking Event Tracking Track Specific Behaviour
  34. 34. <ul><li>Track all your incoming & outgoing channels </li></ul><ul><ul><li>Remember offline & calls </li></ul></ul><ul><li>Don’t make do with only top-level KPIs </li></ul><ul><ul><li>Get direct access and use smart segmentation </li></ul></ul><ul><li>Optimise landing pages & conversion funnels </li></ul><ul><ul><li>A/B test different approaches </li></ul></ul><ul><ul><li>Don’t forget 3 rd party ticketing processes </li></ul></ul><ul><li>Get the value of insight… </li></ul><ul><ul><li>Before, during & after your event </li></ul></ul>Summary
  35. 35. <ul><li>Heartwood Digital </li></ul><ul><ul><ul><li>http://heartwooddigital.com </li></ul></ul></ul><ul><li>Google Analytics </li></ul><ul><ul><ul><li>http://www.google.com/analytics </li></ul></ul></ul><ul><li>Infinity Tracking (Call Tracking) </li></ul><ul><ul><ul><li>http://www.infinity-tracking.com </li></ul></ul></ul><ul><li>Hitwise Competitive Intelligence </li></ul><ul><ul><ul><li>http://www.hitwise.com/uk </li></ul></ul></ul><ul><li>Radian6 Social Media Monitoring </li></ul><ul><ul><ul><li>http://www.radian6.com </li></ul></ul></ul><ul><li>TweetWall Pro </li></ul><ul><ul><ul><li>http://www.tweetwallpro.com </li></ul></ul></ul>Resources
  36. 36. Web Analytics: The Value of Insight Presented by Iain Harper heartwooddigital.com