Restore Your Confidence In Analytics - SIPA Marketing Conference Opening Keynote

935 views

Published on

From the SIPA Marketing Conference opening keynote address. Applying analytics to practical business intelligence. Don;t guess about how to improve your website! Use analytics to find out what is working and WHY!

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
935
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Question-asking is the primary tool of the analyst. Besides WHY? They are asking WHY NOT?
  • Restore Your Confidence In Analytics - SIPA Marketing Conference Opening Keynote

    1. 1. Restore your Confidence in Analytics!<br />
    2. 2.
    3. 3.
    4. 4. Velleity<br />
    5. 5.
    6. 6. Reports:<br />Page Views<br />Hits<br />Monthly Visitors<br />Top 10 Pages<br />
    7. 7.
    8. 8. Accuracy<br />
    9. 9.
    10. 10.
    11. 11. “Web analytics works best when measurement expectations are clearly defined in advance, not after the fact or on an ad-hoc basis.”<br />-Eric Peterson<br />
    12. 12. “life without this sort of examination is not worth living . . .”<br />-Socrates<br />
    13. 13. “Web analytics works best when measurement expectations are clearly defined in advance, not after the fact or on an ad-hoc basis.”<br />Eric Peterson<br />
    14. 14. “life without this sort of examination is not worth living...”<br />Socrates<br />
    15. 15. Data<br />Page Views = 34,000<br />
    16. 16. Information<br /> Data + Context<br /> Page Views per visitor = 8<br />
    17. 17. Knowledge<br />Information + Context<br />Visitors who searched for term:<br />Who entered at: page:<br />Session of more than: minutes :<br />Converted at a rate of: x% :<br />= Visitor Knowledge<br />
    18. 18. Knowledge<br />Information<br />Data<br />
    19. 19. Understanding<br />Knowing what to do<br />
    20. 20. Analytics Genius<br />Understanding<br />
    21. 21. Question-asking is the single greatest tool humans have.<br />-Neil Postman<br />
    22. 22.
    23. 23.
    24. 24. Analytics According to Captain KirkThe “Red Shirt” Phenomenon <br />
    25. 25. Crew of 450<br />54 total deaths <br /> = 13.7 % mortality rate<br />
    26. 26. 11% - Yellow shirt<br />9% - Blue shirt<br />79% - Red shirt<br />
    27. 27. 57.5%<br />
    28. 28. 42.5%<br />
    29. 29. 16%<br />
    30. 30. 0%<br />
    31. 31. 57.5% deaths from Beaming Down<br />42.5% deaths from on-board fights<br />16% when Captain Kirk meets alien women<br />
    32. 32.
    33. 33. Ipod<br />Flash Drive?<br /> Cost<br /> Gigs<br />Megapixels<br />Fuji? Sony?<br />Battery Life<br />Price<br />Digital Camera<br />MP3 Player<br />
    34. 34. 7Steps for Measuring Success<br />
    35. 35. 1<br />Keyword Buckets“Segments”<br />
    36. 36. 1<br />
    37. 37. Comparing Segments<br /> Vacations:<br />#3 Ranking<br />600 visitors/mo.<br />0 conversions<br /> Vacation:<br />#34 Ranking<br />1800 visitors/mo.<br />2% conversion rate<br />
    38. 38. Segment Acquisition<br />2<br />
    39. 39. Context<br />Competition<br />
    40. 40. Segment Bounce Rates<br />3<br />
    41. 41. Context<br />
    42. 42.
    43. 43. Segment Content<br />4<br /><ul><li> Entry pages – by segment?
    44. 44. Time on Page?
    45. 45. Search?
    46. 46. Conversions?</li></li></ul><li>
    47. 47. Segment Behavior<br />5<br />AvinashKaushik - Excellent Analytics Tip #4<br />
    48. 48. Segment Behavior<br />Average searcher:<br />4:23 minutes on site<br />4 pages viewed<br />2 % conversion rate<br />“Family” term searcher:<br />7:38 minutes on site<br />10.5 pages viewed<br />4 % conversion rate<br />
    49. 49. Analyze<br />6<br />
    50. 50. Primary Keyword - #3 in Google<br />2.7 minutes average time on site<br />46% of visits less than 20 seconds<br />Term Conversion Rate: 2.2%<br /><ul><li>Enter at Home Page = 1.8%
    51. 51. Enter at Category level = 4.3%</li></li></ul><li>Secondary Keyword - #3 in Google<br />85% of visits less than 5 seconds<br />Term Conversion Rate: 0.4%<br /> 85% Enter at 404 Error Page = 0.3%<br />
    52. 52. Action!<br />7<br />
    53. 53.
    54. 54. Matt Bailey<br />President<br />Matt@SiteLogic.com<br />www.SiteLogic.com<br />

    ×