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Web Analysis beyond KPIs - Using data to solve problems

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This is a presentation I held at the SEM konference - semkonferansen.no - in Oslo on the 16th of September 2010. It is about how you can use analysis of data to solve problems at different stages towards your primary objective of making money.

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Web Analysis beyond KPIs - Using data to solve problems

  1. 1. How to effectively Analyze the Web Economy jesperastrom.com Digital Director @ Honesty
  2. 2. From Hockey stick to Long tail...
  3. 3. Are you asking the right question to your data?
  4. 4. The web consist of three things People - Content - Links Producers Assets Value a fourth thing is data, but we’re not there yet
  5. 5. What is our primary goal online?
  6. 6. What should our primary goal in Social Media be?
  7. 7. We want people who Where can we find our want our products to Buyer buyers? come to our websites! All people come to your What do we need to do website through a link or Link to get links? through type-in! But you get more than What do we need to do buyers to your website to get traffic from those that amount to your Traffic links? traffic! You want to convert at What do we need to do much of that traffic into Conversion to convert that traffic? buyers! What do we need to do What do we need to do get as much money out of Money get as much money out of that conversion rate? that conversion rate?
  8. 8. Using Analytics • Where can we find our buyers? • What do we need to do to get links? • What do we need to do to get traffic from those links? • What do we need to do to convert the traffic? • What do we need to do get as much money out of that conversion rate?
  9. 9. 1. Where can we find our buyers?
  10. 10. Answer • Listen in on the conversation • Look at where your current visitors are coming from • Look at where current visitors are sharing too
  11. 11. How to do it Free Tool Expensive Tool
  12. 12. How to do it Track these bastards
  13. 13. 2. What do we need to do to get links?
  14. 14. Answer • Build relationships • Utilize existing relationships • Get links where others get links
  15. 15. How to do it Co-Citation What pages link to your competitors? What people are your current network linked What partners don’t link to? to you today? Source: http://www.webuildpages.com/jim/co-citation-understanding-how-it-effects-your-seo/
  16. 16. 3. What do we need to do to get traffic from those links?
  17. 17. Answer • You get trustworthy people to share them • You get a lot of authority links that will make your links rank in search engines • You put them on relevant websites • Think networks and people rather than pages
  18. 18. How to do it Identify important users not users with a lot of followers @username http://example.com?utm_source=@username
  19. 19. 4. What do we need to do to convert that traffic?
  20. 20. Answer • Listen to eg. Brian Eisenberg or Conversion Rate Experts • Hypothesis (educated guess), look at the data, select the winner • Don’t give up!!
  21. 21. How to do it Some traffic convert like Remove obstacles and this! persuade Money out!
  22. 22. But most social media traffic don’t convert.. :(
  23. 23. Finally! What do YOU need?
  24. 24. Buyer Link Traffic Remember? Conversion Money
  25. 25. Do what solves the problem! • Irrelevant traffic - find where people are talking about your stuff • Few links - focus on getting links • People don’t convert - invent new ways to convert!
  26. 26. Use the users the way they know how to be used! Social News Blogs/YouTube Search sites Don’t buy Some buy Many buy But LINK! Some LINK Some link
  27. 27. ...or have them to leave some data! This stuff! This stuff!
  28. 28. Put them in a cycle! E-mail Persuasion 1 Persuasion 2 Persuasion 3 Sign up offer Survey Cancel account Money out!
  29. 29. Or put them together to know Traffic from Blogs Likes Surveys Pay with E-mail Persuasion 1 Persuasion 2 Persuasion 3 Buy the third Perhaps test on offer landing page for blog referrals Money out!
  30. 30. 5. What do we need to do get as much money out of that conversion rate?
  31. 31. Answer • Ask the user what else they like • Se what their friends buy • Increase your prices • Use data generated on other website and in social networks
  32. 32. How to do it Like Amazon...
  33. 33. How to do it
  34. 34. How to effectively Analyze the Web Economy jesperastrom.com Digital Director @ Honesty

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