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Charlotte AMA Featured Presentation
 Web Analytics Defined
 Review Web Analytics Solutions
 Improving ROI
 Getting Started
Introductions
               WebsiteBiz is a Results-Driven Interactive Marketing Agency
                •   Founded in 1997
                •   Headquartered in Charlotte, NC
                •   51st Fastest Growing Marketing Firm by Inc. Magazine
                •   Diverse Client List:




CONFIDENTIAL                                        2                        tÉÄëáíÉ_áò
What is Web Analytics?
               Web Analytics: A process for collecting data,
               conducting analysis, and reporting Web site
               activity and results.




CONFIDENTIAL                          3                        tÉÄëáíÉ_áò
Why Web Analytics?




CONFIDENTIAL                        4   tÉÄëáíÉ_áò
Why Web Analytics?




CONFIDENTIAL                        5   tÉÄëáíÉ_áò
Why Web Analytics?



                 “Firms use web analytics to optimize
                  customer experience and marketing”




CONFIDENTIAL                        6                   tÉÄëáíÉ_áò
Who Is Your Customer?




CONFIDENTIAL                     7     tÉÄëáíÉ_áò
What Can We Track?
               Things like…
                •   How People arrive at a website
                •   How they navigate a website
                •   How they find information on a website
                •   How they value website content
                •   How they respond to calls-to-action




CONFIDENTIAL                              8                  tÉÄëáíÉ_áò
How Do We Track?
               We need web analytics tools to help:
                1. Understand what customers do online
                2. Find opportunities
                3. Drive customer experience and marketing




CONFIDENTIAL                           9                     tÉÄëáíÉ_áò
Changing Marketing Landscape




CONFIDENTIAL                    10            tÉÄëáíÉ_áò
Changing Marketing Landscape
               The Web Analytics market is maturing:
                •   Since 1995 vendors consolidating and expanding
                •   Demand and Sales are at record levels
                •   Fewer executives are asking “What is web analytics?”
                •   More are asking “How can we leverage Web analytics
                    to make better business decisions?”




CONFIDENTIAL                              11                         tÉÄëáíÉ_áò
Choosing a Web Analytics Solution
               All Web analytics solutions collect data and
               generate reports.
               But that’s where the similarities end:
                • Diverse data collection and reporting
                • Add-ons to base products
                • Confusing pricing models




CONFIDENTIAL                             12                   tÉÄëáíÉ_áò
Agenda
               Web Analytics Defined
               Leading Web Analytics Solutions
               Getting Started
               Case Study
               Q&A




CONFIDENTIAL                         13          tÉÄëáíÉ_áò
Choosing a Web Analytics Solution




CONFIDENTIAL                      14               tÉÄëáíÉ_áò
Choosing a Web Analytics Solution




Source: Forrester Wave Web Analytics – Q3 2007
CONFIDENTIAL                                     15   tÉÄëáíÉ_áò
Web Analytics Solutions



               Strongest Performer
               Powerful and flexible
               Deep data analysis and segmentation
               Excellent 3rd party application integration
               Best suited for medium and large organizations
               Pricing based on page views
Source: JupiterResearch Executive Survey 2007
CONFIDENTIAL                                    16          tÉÄëáíÉ_áò
Web Analytics Solutions



               What’s New?
               • Video Measurement
               • Web 2.0 - RSS Feeds, Blogs, Streaming Media
               • “One-minute distribution of dashboard reports”




Source: JupiterResearch Executive Survey 2007
CONFIDENTIAL                                    17                tÉÄëáíÉ_áò
Web Analytics Solutions
               Largest Market Share
               Powerful and Flexible
               Advanced segmentation and analysis tools
               More upfront work to implement
               Need internal resource to manage and maintain
               Best for medium to large enterprises
               Pricing based on page views



Source: JupiterResearch Executive Survey 2007
CONFIDENTIAL                                    18        tÉÄëáíÉ_áò
Web Analytics Solutions




               What’s New?
               ○ Web 2.0 Reports – RSS Feeds, Blogs, Streaming Media
               ○ Drag & Drop to create ROI calculations




Source: JupiterResearch Executive Survey 2007
CONFIDENTIAL                                    19               tÉÄëáíÉ_áò
Web Analytics Solutions
               Strong Market Share
               Considered a Contender
               Streamlined and Simple Interface
               Integrates nicely with Adwords
               Limited customization and advanced tracking
               Best for small businesses
               Price is Right = Free!



Source: JupiterResearch Executive Survey 2007
CONFIDENTIAL                                    20           tÉÄëáíÉ_áò
Web Analytics Solutions
               What’s New?
               ○ Updated Visual Interface
               ○ Competitive Benchmarking




Source: JupiterResearch Executive Survey 2007
CONFIDENTIAL                                    21   tÉÄëáíÉ_áò
Agenda
               Web Analytics Defined
               Leading Web Analytics Solutions
               Getting Started
               Case Study
               Q&A




CONFIDENTIAL                         22          tÉÄëáíÉ_áò
Become an Action Hero!


                    “# 1 obstacle to successful Web analytics
                        is figuring out how to take action
                             from the data collected.”




Source: Forrester Research Executive Survey 2007
CONFIDENTIAL                                       23           tÉÄëáíÉ_áò
Getting Started
               5 Steps to Effective Web Analytics:
                 1.   Measure
                 2.   Report
                 3.   Analyze
                 4.   Optimize
                 5.   Innovate




CONFIDENTIAL                        24               tÉÄëáíÉ_áò
Measure
               Establish What You Will Measure
                • Determine the type of site you have
                • Determine your business objectives
                • Define Your Key Performance Indicators (KPI’s)




CONFIDENTIAL                            25                         tÉÄëáíÉ_áò
Determine Your Site’s Purpose
               Basic Site Categories
                •   Ecommerce
                •   Content and Advertising
                •   Lead Generation
                •   Customer Support




CONFIDENTIAL                              26   tÉÄëáíÉ_áò
Defining Key Performance Indicators
               Typical KPI’s
                •   Page Views
                •   Visits and Unique Visitors
                •   Orders and Revenue
                •   Conversion Rate
                •   Leads and Cost-Per-Lead
                •   Registrations, Newsletter Sign-ups




CONFIDENTIAL                               27            tÉÄëáíÉ_áò
Mastering the 5 Steps
               Optimize and Innovate:
               •   Take calculated risks
               •   Decisions based data
               •   Integrate tactics
               •   Reward top visitors
               •   Provide incentive to challenging visitors




CONFIDENTIAL                              28                   tÉÄëáíÉ_áò
Web Analytics Resources
           Useful Industry Sites
               • www.marketerinsight.com
               • www.WebAnalyticsDemystified.com
               • www.WebAnalyticsAssociation.org


               Vendor Blogs
               • Analytics.blogspot.com
               • Blogs.omniture.com/author/mbelkin/
               • Webtrends.com/Resources/ExpertWebcasts.aspx



CONFIDENTIAL                         29                        tÉÄëáíÉ_áò
Questions?

           Kyle Bumgardner
           Director of Business Development
           Kyle@WebsiteBiz.com

           WebsiteBiz: An Interactive Agency
           1713 Cleveland Ave.
           Charlotte, NC 28203
           o. 704.338.1727
           c. 704.813.4636
           www.WebsiteBiz.com
           www.MarketerInsight.com




CONFIDENTIAL                                   30   tÉÄëáíÉ_áò

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Improving Marketing ROI With Web Analytics

  • 1. Charlotte AMA Featured Presentation Web Analytics Defined Review Web Analytics Solutions Improving ROI Getting Started
  • 2. Introductions WebsiteBiz is a Results-Driven Interactive Marketing Agency • Founded in 1997 • Headquartered in Charlotte, NC • 51st Fastest Growing Marketing Firm by Inc. Magazine • Diverse Client List: CONFIDENTIAL 2 tÉÄëáíÉ_áò
  • 3. What is Web Analytics? Web Analytics: A process for collecting data, conducting analysis, and reporting Web site activity and results. CONFIDENTIAL 3 tÉÄëáíÉ_áò
  • 4. Why Web Analytics? CONFIDENTIAL 4 tÉÄëáíÉ_áò
  • 5. Why Web Analytics? CONFIDENTIAL 5 tÉÄëáíÉ_áò
  • 6. Why Web Analytics? “Firms use web analytics to optimize customer experience and marketing” CONFIDENTIAL 6 tÉÄëáíÉ_áò
  • 7. Who Is Your Customer? CONFIDENTIAL 7 tÉÄëáíÉ_áò
  • 8. What Can We Track? Things like… • How People arrive at a website • How they navigate a website • How they find information on a website • How they value website content • How they respond to calls-to-action CONFIDENTIAL 8 tÉÄëáíÉ_áò
  • 9. How Do We Track? We need web analytics tools to help: 1. Understand what customers do online 2. Find opportunities 3. Drive customer experience and marketing CONFIDENTIAL 9 tÉÄëáíÉ_áò
  • 11. Changing Marketing Landscape The Web Analytics market is maturing: • Since 1995 vendors consolidating and expanding • Demand and Sales are at record levels • Fewer executives are asking “What is web analytics?” • More are asking “How can we leverage Web analytics to make better business decisions?” CONFIDENTIAL 11 tÉÄëáíÉ_áò
  • 12. Choosing a Web Analytics Solution All Web analytics solutions collect data and generate reports. But that’s where the similarities end: • Diverse data collection and reporting • Add-ons to base products • Confusing pricing models CONFIDENTIAL 12 tÉÄëáíÉ_áò
  • 13. Agenda Web Analytics Defined Leading Web Analytics Solutions Getting Started Case Study Q&A CONFIDENTIAL 13 tÉÄëáíÉ_áò
  • 14. Choosing a Web Analytics Solution CONFIDENTIAL 14 tÉÄëáíÉ_áò
  • 15. Choosing a Web Analytics Solution Source: Forrester Wave Web Analytics – Q3 2007 CONFIDENTIAL 15 tÉÄëáíÉ_áò
  • 16. Web Analytics Solutions Strongest Performer Powerful and flexible Deep data analysis and segmentation Excellent 3rd party application integration Best suited for medium and large organizations Pricing based on page views Source: JupiterResearch Executive Survey 2007 CONFIDENTIAL 16 tÉÄëáíÉ_áò
  • 17. Web Analytics Solutions What’s New? • Video Measurement • Web 2.0 - RSS Feeds, Blogs, Streaming Media • “One-minute distribution of dashboard reports” Source: JupiterResearch Executive Survey 2007 CONFIDENTIAL 17 tÉÄëáíÉ_áò
  • 18. Web Analytics Solutions Largest Market Share Powerful and Flexible Advanced segmentation and analysis tools More upfront work to implement Need internal resource to manage and maintain Best for medium to large enterprises Pricing based on page views Source: JupiterResearch Executive Survey 2007 CONFIDENTIAL 18 tÉÄëáíÉ_áò
  • 19. Web Analytics Solutions What’s New? ○ Web 2.0 Reports – RSS Feeds, Blogs, Streaming Media ○ Drag & Drop to create ROI calculations Source: JupiterResearch Executive Survey 2007 CONFIDENTIAL 19 tÉÄëáíÉ_áò
  • 20. Web Analytics Solutions Strong Market Share Considered a Contender Streamlined and Simple Interface Integrates nicely with Adwords Limited customization and advanced tracking Best for small businesses Price is Right = Free! Source: JupiterResearch Executive Survey 2007 CONFIDENTIAL 20 tÉÄëáíÉ_áò
  • 21. Web Analytics Solutions What’s New? ○ Updated Visual Interface ○ Competitive Benchmarking Source: JupiterResearch Executive Survey 2007 CONFIDENTIAL 21 tÉÄëáíÉ_áò
  • 22. Agenda Web Analytics Defined Leading Web Analytics Solutions Getting Started Case Study Q&A CONFIDENTIAL 22 tÉÄëáíÉ_áò
  • 23. Become an Action Hero! “# 1 obstacle to successful Web analytics is figuring out how to take action from the data collected.” Source: Forrester Research Executive Survey 2007 CONFIDENTIAL 23 tÉÄëáíÉ_áò
  • 24. Getting Started 5 Steps to Effective Web Analytics: 1. Measure 2. Report 3. Analyze 4. Optimize 5. Innovate CONFIDENTIAL 24 tÉÄëáíÉ_áò
  • 25. Measure Establish What You Will Measure • Determine the type of site you have • Determine your business objectives • Define Your Key Performance Indicators (KPI’s) CONFIDENTIAL 25 tÉÄëáíÉ_áò
  • 26. Determine Your Site’s Purpose Basic Site Categories • Ecommerce • Content and Advertising • Lead Generation • Customer Support CONFIDENTIAL 26 tÉÄëáíÉ_áò
  • 27. Defining Key Performance Indicators Typical KPI’s • Page Views • Visits and Unique Visitors • Orders and Revenue • Conversion Rate • Leads and Cost-Per-Lead • Registrations, Newsletter Sign-ups CONFIDENTIAL 27 tÉÄëáíÉ_áò
  • 28. Mastering the 5 Steps Optimize and Innovate: • Take calculated risks • Decisions based data • Integrate tactics • Reward top visitors • Provide incentive to challenging visitors CONFIDENTIAL 28 tÉÄëáíÉ_áò
  • 29. Web Analytics Resources Useful Industry Sites • www.marketerinsight.com • www.WebAnalyticsDemystified.com • www.WebAnalyticsAssociation.org Vendor Blogs • Analytics.blogspot.com • Blogs.omniture.com/author/mbelkin/ • Webtrends.com/Resources/ExpertWebcasts.aspx CONFIDENTIAL 29 tÉÄëáíÉ_áò
  • 30. Questions? Kyle Bumgardner Director of Business Development Kyle@WebsiteBiz.com WebsiteBiz: An Interactive Agency 1713 Cleveland Ave. Charlotte, NC 28203 o. 704.338.1727 c. 704.813.4636 www.WebsiteBiz.com www.MarketerInsight.com CONFIDENTIAL 30 tÉÄëáíÉ_áò