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 19...
What is Web Analytics?
               Web Analytics: A process for collecting data,
               conducting analysis, an...
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 mark...
Who Is Your Customer?




CONFIDENTIAL                     7     tÉÄëáíÉ_áò
What Can We Track?
               Things like…
                •   How People arrive at a website
                •   How ...
How Do We Track?
               We need web analytics tools to help:
                1. Understand what customers do onlin...
Changing Marketing Landscape




CONFIDENTIAL                    10            tÉÄëáíÉ_áò
Changing Marketing Landscape
               The Web Analytics market is maturing:
                •   Since 1995 vendors c...
Choosing a Web Analytics Solution
               All Web analytics solutions collect data and
               generate repo...
Agenda
               Web Analytics Defined
               Leading Web Analytics Solutions
               Getting Started
...
Choosing a Web Analytics Solution




CONFIDENTIAL                      14               tÉÄëáíÉ_áò
Choosing a Web Analytics Solution




Source: Forrester Wave Web Analytics – Q3 2007
CONFIDENTIAL                         ...
Web Analytics Solutions



               Strongest Performer
               Powerful and flexible
               Deep dat...
Web Analytics Solutions



               What’s New?
               • Video Measurement
               • Web 2.0 - RSS Fe...
Web Analytics Solutions
               Largest Market Share
               Powerful and Flexible
               Advanced s...
Web Analytics Solutions




               What’s New?
               ○ Web 2.0 Reports – RSS Feeds, Blogs, Streaming Medi...
Web Analytics Solutions
               Strong Market Share
               Considered a Contender
               Streamline...
Web Analytics Solutions
               What’s New?
               ○ Updated Visual Interface
               ○ Competitive ...
Agenda
               Web Analytics Defined
               Leading Web Analytics Solutions
               Getting Started
...
Become an Action Hero!


                    “# 1 obstacle to successful Web analytics
                        is figuring...
Getting Started
               5 Steps to Effective Web Analytics:
                 1.   Measure
                 2.   Rep...
Measure
               Establish What You Will Measure
                • Determine the type of site you have
             ...
Determine Your Site’s Purpose
               Basic Site Categories
                •   Ecommerce
                •   Conte...
Defining Key Performance Indicators
               Typical KPI’s
                •   Page Views
                •   Visits...
Mastering the 5 Steps
               Optimize and Innovate:
               •   Take calculated risks
               •   De...
Web Analytics Resources
           Useful Industry Sites
               • www.marketerinsight.com
               • www.Web...
Questions?

           Kyle Bumgardner
           Director of Business Development
           Kyle@WebsiteBiz.com

       ...
Upcoming SlideShare
Loading in …5
×

Improving Marketing ROI With Web Analytics

1,025 views

Published on

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,025
On SlideShare
0
From Embeds
0
Number of Embeds
35
Actions
Shares
0
Downloads
25
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Improving Marketing ROI With Web Analytics

  1. 1. Charlotte AMA Featured Presentation Web Analytics Defined Review Web Analytics Solutions Improving ROI Getting Started
  2. 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. 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. 4. Why Web Analytics? CONFIDENTIAL 4 tÉÄëáíÉ_áò
  5. 5. Why Web Analytics? CONFIDENTIAL 5 tÉÄëáíÉ_áò
  6. 6. Why Web Analytics? “Firms use web analytics to optimize customer experience and marketing” CONFIDENTIAL 6 tÉÄëáíÉ_áò
  7. 7. Who Is Your Customer? CONFIDENTIAL 7 tÉÄëáíÉ_áò
  8. 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. 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
  10. 10. Changing Marketing Landscape CONFIDENTIAL 10 tÉÄëáíÉ_áò
  11. 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. 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. 13. Agenda Web Analytics Defined Leading Web Analytics Solutions Getting Started Case Study Q&A CONFIDENTIAL 13 tÉÄëáíÉ_áò
  14. 14. Choosing a Web Analytics Solution CONFIDENTIAL 14 tÉÄëáíÉ_áò
  15. 15. Choosing a Web Analytics Solution Source: Forrester Wave Web Analytics – Q3 2007 CONFIDENTIAL 15 tÉÄëáíÉ_áò
  16. 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. 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. 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. 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. 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. 21. Web Analytics Solutions What’s New? ○ Updated Visual Interface ○ Competitive Benchmarking Source: JupiterResearch Executive Survey 2007 CONFIDENTIAL 21 tÉÄëáíÉ_áò
  22. 22. Agenda Web Analytics Defined Leading Web Analytics Solutions Getting Started Case Study Q&A CONFIDENTIAL 22 tÉÄëáíÉ_áò
  23. 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. 24. Getting Started 5 Steps to Effective Web Analytics: 1. Measure 2. Report 3. Analyze 4. Optimize 5. Innovate CONFIDENTIAL 24 tÉÄëáíÉ_áò
  25. 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. 26. Determine Your Site’s Purpose Basic Site Categories • Ecommerce • Content and Advertising • Lead Generation • Customer Support CONFIDENTIAL 26 tÉÄëáíÉ_áò
  27. 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. 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. 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. 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

×