July 6 2010 web analytics

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July 6 2010 web analytics

  1. 1. WEB ANALYTICS July 6, 2010 NYU Internet Marketing Strategies Tuesday, July 6, 2010
  2. 2. Goal of Most Marketing Sites E-Commerce - Amazon, Sephora, Buy.com, Screenstyle Lead Generation - Insurance, Service Companies, Real Estate Advertising - YouTube, CollegeHumor.com, HuffingtonPost.com Tuesday, July 6, 2010
  3. 3. Web Analytics Web Analytics Measures the Performance of Your Website and all Online (and perhaps Offline) Marketing and Advertising Efforts We Measure the Website using KPIs. Key Performance Indicators. Tuesday, July 6, 2010
  4. 4. Key Performance Indicators (KPI) Increasing Number of Visitors Higher Conversion Rate (Transactions/Visitors) Increasing Revenue Increasing Number of Subscribers to Newsletter Increasing Number of Demo Downloads Tuesday, July 6, 2010
  5. 5. Define your goals I want to get more __________ Sales Leads Email signups Phone Calls Viewers Tuesday, July 6, 2010
  6. 6. AMAT ACQUIRE VISITORS MEASURE INTERACTIONS ANALYZE RESULTS TEST IMPROVEMENTS Tuesday, July 6, 2010
  7. 7. Conversions 3% Example Visitors = Potential Conversions Non-Bouncing Visitors Bounced Visits 3% Abandoned Tuesday, July 6, 2010
  8. 8. Enterprise Leaders Omniture Unica Coremetrics Tuesday, July 6, 2010
  9. 9. Small to Midsize Businesses WebTrends (also Enterprise player) Google Analytics Yahoo! Analytics (formerly Index Tools) ClickTracks Tuesday, July 6, 2010
  10. 10. Things that Can Go Wrong Code Installed Incorrectly One IP address for multiple persons Firewalls can block tags Robots can multiply figures Some tags only measure when pages are requested and not Cookies Expire (long when activities are completed. purchase cycle business is skewed) Corporate sites block cookies Same visitor logs in from multiple computers Tuesday, July 6, 2010
  11. 11. E-Commerce KPI (How does website perform?) Visitor Volume New Customer on First Visit Index Average Conversion Rate Average Order Value Average Per Visit Value Average ROI % Revenue from New Visitors Tuesday, July 6, 2010
  12. 12. Marketer KPI (How does marketing perform?) % Visits by Medium Type Average ROI by Campaign Type % Goal Conversion Rate by Medium Type % New vs. Returning Visitors % Visits by Campaign Type % New vs. Returning Customers %Goal Conversion by Campaign Type Goal Conversion Index by Campaign Tuesday, July 6, 2010

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