Web Analytics Introduction

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This is a copy of the presentation given by Hugh Gage at the first Web Analytics Wednesday event in Singapore.

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Web Analytics Introduction

  1. 1. Taking the guesswork out of (digital) marketing An introduction to web analytics
  2. 2. The next 10 minutes What is web analytics? Why is it interesting / important? How can it help? Why should you care? What should you do next? / How can you find out more?
  3. 3. What is web analytics? “Web analytics is the objective tracking, collection, measurement, reporting, and analysis of quantitative internet data to optimise websites and marketing initiatives” Web Analytics Association official definition Or We use website visitor data to get results!
  4. 4. Why is it interesting? John Wanamaker once commented that he knew half of his advertising was working for him, he just didn’t know which half. If he were alive today he would be a happy man.
  5. 5. The case for web analytics (or… making the FD happy!) “You can’t manage what you can’t measure” The worst recession since the 1930s has changed the way business spend their money online... We’re unlikely to return to the old days in a hurry You (or your boss) wouldn’t leave the business alone for 6 months without looking at the financial performance data…
  6. 6. Big news (in the UK) UK online media spend surpassed TV media spend in H1 2009 Online £1.752bn* (S$ 3.934bn) = 23.5% market share TV £1.629bn (S$ 3.658bn) With this kind of spend comes a great deal of responsibility to make sure the money is spent wisely. In this case the UK is*Source: IAB UK: Online ad spend study result H1 2009 a bellwether.
  7. 7. Why is it important? Spend on web analytics in the US is set to reach US$ 1bn in 5 years time. Demonstrates the level of intent
  8. 8. It’s not just about data...
  9. 9. Although data is good...
  10. 10. Heat maps
  11. 11. Always be testing…. A/B split testing
  12. 12. Always be testing…. Multivariate
  13. 13. Communicate with your audience...
  14. 14. How can it help you? Site Conversion: How good is the site at doing its job? Marketing efficiency: Are you using the right channels? Visitor retention: Do visitors to your site like what they find? Engagement: Do visitors to your site like what they find? Attrition points: Where do people loose interest? Interest drivers: What’s on their minds? Social Media: Is all that buzz doing any good? Search engine optimisation: Is it working? Does Google like me?
  15. 15. Case study: Imagineireland.com
  16. 16. Results: First 3 weeks Change in onsite conversion rate Online bookings 22% Online brochure requests 157% Email request 95% Call back -2% The above results delivered real revenue improvements at a time when the recession has bitten hardest.
  17. 17. Cost of entry “The price of light is lower than the cost of darkness” – Arthur C. Nielsen
  18. 18. Which analytics package
  19. 19. Which analytics package Note: Suppliers are willing to accommodate on price to It’s very win business and market expensive share so comparative costs ! can vary Cost It’s Free ! Entry (Site Functionality / (Marketing ROI) Enterpri level usability) se support
  20. 20. Why should you care? Singapore is an extremely wired nation 102% broadband penetration (Source: IDA) Singaporeans made an average of 35 visits per user in Feb 2009 (Source: Comscore) 74% of the population visit social networking sites on average 19 times a month. (Source: Brand Republic / Comscore) 24% of Singaporeans said that the online presence of brands “significantly increases their interest in them” (Source: Ogilvyone)
  21. 21. Why should you care? The butterfly effect... Small changes can yield big results A link A piece of text Changing a form Position on page Colour A different online advertisement A different landing page design ...you really can make a difference.
  22. 22. Why should you care? You may not use web analytics in your current job, but.... ...your next job interview will definitely include a questions about it.
  23. 23. What should you do next Come to more of these meetings Join the WAA (Web Analytics Association) Get involved with and follow the community: http://tech.groups.yahoo.com/group/webanalytics/ Read the blogs: http://www.webanalyticsdemystified.com/wad-weblogs.asp http://www.kaushik.net/avinash/ http://analytics.blogspot.com/ Read and contribute to our blog http://wawsingapore.posterous.com/ Follow us on Twitter @WAWSingapore Join our groups on Facebook http://cli.gs/M9RuLb and LinkedIn http://cli.gs/mQR2jv Come to more of these meetings...
  24. 24. Thank you http://wawsingapore.posterous.com

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