Improving Marketing ROI With Web Analytics by Kyle Bumgardner

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How marketers can use web analytics data to make informed media decisions and improve ROI across online and offline marketing initiatives.

Outline of best-of-breed web analytics platforms currently in use throughout the industry, along with key metrics that help marketers make informed decisions.

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  • For almost all the websites today the data that is collected is unique to online only, it is non-PII (personally identifiable information) and anonymous. When people visit our stores, call our phone centers etc, and ring up at our registers they give us their credit card and their names etc but not, as an example, their unique persistent cookie id.There are small exceptions, like banks where your offline data can be tied to your online behavior using the primary key of bank_account_id.But usually: No cookie_id = no primary key = no soup for you!Still some web analytics vendors and consultants are fond of saying, “Yes we can track everything, online and offline and underwear sizes, and you won’t have to lift a finger!”. Next time you hear that ask them in a sweet voice: “What is the primary key you use to join the two online and offline data?”.
  • For almost all the websites today the data that is collected is unique to online only, it is non-PII (personally identifiable information) and anonymous. When people visit our stores, call our phone centers etc, and ring up at our registers they give us their credit card and their names etc but not, as an example, their unique persistent cookie id.
  • 100+ Vendors and Web Analytics Solutions in the market today.
  • Google enters space in 2005 with acquisition of UrchinOmniture continues to expand this year with acquisitions of competitors like Visual Sciences and WebsideStory. OMTR: Reached $1.3B market cap
  • Diverse data collection and reporting platforms. All Web analytics platforms collect data and generate reports. But that’s where the similarities end. Each uses a slightly different approach tocollect data, process data, calculate metrics, and display results. To make matters worse, eachvendor uses different words for the same concepts.A slew of add-ons for analysis and execution. Most Web analytics vendors offer a base productand a series of add-on modules for things like ad hoc analysis, visitor segmentation, keywordbid management, and behavioral targeting. But when they describe their platforms, they aren’talways specific about how functionality is split across these modules, leaving clients unsure as towhich components they really need.Confusing, unpredictable pricing models. All major Web analytics vendors offer software-as-aservice,and a few offer licensed software as well. Clients who chose the ASP model pay for basicanalytics using a cost per million page views or server calls. Those who chose software pay eithertraditional license fees or the same ASP-style volume pricing, depending on the vendor. Volumepricing means the risk of overage fees if site traffic exceeds estimates — think cell phone. Andother factors affect cost, like the number of profiles, data sets, customizations, and data feeds thecompany needs. Remember those add-on modules? They cost extra too — in some cases quite abit extra. Components are either priced as a percentage of the total page view charge or at a perseatlicense rate.· Aggressive product road maps. As if the current Web analytics platforms weren’t confusingenough, this market is evolving from Web measurement to become the “online marketingplatform.” Some vendors — like ClickTracks parent J.L. Halsey — are building a single, unifiedplatform that includes both analytics and marketing applications. Others, like Omniture, preferan open architecture where clients integrate their Web analytics tool with best-of-breed vendorsin industries like email marketing and content management. Most vendors are somewhere inthe middle — they offer a few marketing applications of their own but have extensive partnernetworks that let clients exchange Web analytics data with the marketing applications theyalready use.
  • Improving Marketing ROI With Web Analytics by Kyle Bumgardner

    1. 1. Improving marketing ROIwith Web AnalyticsPresented by Kyle Bumgardner Charlotte American Marketing Association<br />July 9, 2008<br />
    2. 2. Agenda<br />“Improving Marketing ROI with Web Analytics”<br />Web Analytics Defined<br />Leading Web Analytics Solutions<br />Getting Started<br />Case Study<br />Q & A<br />2<br />CONFIDENTIAL<br />WebsiteBiz<br />
    3. 3. What is Web Analytics?<br />Web Analytics: A process for collecting data, conducting analysis, and reporting Web site activity and results.<br />3<br />CONFIDENTIAL<br />WebsiteBiz<br />
    4. 4. Why Web Analytics? <br />4<br />CONFIDENTIAL<br />WebsiteBiz<br />
    5. 5. Why Web Analytics?<br />5<br />CONFIDENTIAL<br />WebsiteBiz<br />
    6. 6. Why Web Analytics?<br />“Firms use web analytics to optimizecustomer experience and marketing”<br />6<br />CONFIDENTIAL<br />WebsiteBiz<br />
    7. 7. Who Is Your Customer?<br />7<br />CONFIDENTIAL<br />WebsiteBiz<br />
    8. 8. What Can We Track?<br />Things like…<br />How People arrive at a website<br />How they navigate a website<br />How they find information on a website<br />How they value website content<br />How they respond to calls-to-action<br />8<br />CONFIDENTIAL<br />WebsiteBiz<br />
    9. 9. How Do We Track?<br />9<br />CONFIDENTIAL<br />WebsiteBiz<br />We need web analytics tools to help:<br />Understand what customers do online<br />Find opportunities <br />Drive customer experience and marketing<br />
    10. 10. 10<br />CONFIDENTIAL<br />WebsiteBiz<br />Changing Marketing Landscape<br />
    11. 11. 11<br />CONFIDENTIAL<br />WebsiteBiz<br />Changing Marketing Landscape<br />The Web Analytics market is maturing:<br />Since 1995 vendors consolidating and expanding<br />Demand and Sales are at record levels<br />Fewer executives are asking “What is web analytics?”<br />More are asking “How can we leverage Web analytics to make better business decisions?”<br />
    12. 12. 12<br />CONFIDENTIAL<br />WebsiteBiz<br />Choosing a Web Analytics Solution<br />All Web analytics solutions collect data and generate reports. <br />But that’s where the similarities end:<br />Diverse data collection and reporting<br />Add-ons to base products<br />Confusing pricing models<br />?<br />?<br />?<br />?<br />
    13. 13. Agenda<br />Web Analytics Defined<br />Leading Web Analytics Solutions<br />Getting Started<br />Case Study<br />Q & A<br />13<br />CONFIDENTIAL<br />WebsiteBiz<br />
    14. 14. Choosing a Web Analytics Solution<br />14<br />CONFIDENTIAL<br />WebsiteBiz<br />
    15. 15. Choosing a Web Analytics Solution<br />15<br />CONFIDENTIAL<br />WebsiteBiz<br />Source: Forrester Wave Web Analytics – Q3 2007<br />
    16. 16. Web Analytics Solutions<br />Strongest Performer<br />Powerful and flexible<br />Deep data analysis and segmentation<br />Excellent 3rd party application integration<br />Best suited for medium and large organizations <br />Pricing based on page views<br />16<br />CONFIDENTIAL<br />WebsiteBiz<br />Source: JupiterResearch Executive Survey 2007<br />
    17. 17. Web Analytics Solutions<br />17<br />CONFIDENTIAL<br />WebsiteBiz<br />What’s New?<br />Video Measurement<br />Web 2.0 - RSS Feeds, Blogs, Streaming Media<br />“One-minute distribution of dashboard reports”<br />Source: JupiterResearch Executive Survey 2007<br />
    18. 18. Web Analytics Solutions<br />Largest Market Share<br />Powerful and Flexible<br />Advanced segmentation and analysis tools<br />More upfront work to implement<br />Need internal resource to manage and maintain<br />Best for medium to large enterprises<br />Pricing based on page views<br />18<br />CONFIDENTIAL<br />WebsiteBiz<br />Source: JupiterResearch Executive Survey 2007<br />
    19. 19. Web Analytics Solutions<br />19<br />CONFIDENTIAL<br />WebsiteBiz<br /><ul><li>What’s New?
    20. 20. Web 2.0 Reports – RSS Feeds, Blogs, Streaming Media
    21. 21. Drag & Drop to create ROI calculations</li></ul>Source: JupiterResearch Executive Survey 2007<br />
    22. 22. Web Analytics Solutions<br />Strong Market Share<br />Considered a Contender<br />Streamlined and Simple Interface<br />Integrates nicely with Adwords<br />Limited customization and advanced tracking<br />Best for small businesses<br />Price is Right = Free!<br />20<br />CONFIDENTIAL<br />WebsiteBiz<br />Source: JupiterResearch Executive Survey 2007<br />
    23. 23. Web Analytics Solutions<br />21<br />CONFIDENTIAL<br />WebsiteBiz<br /><ul><li>What’s New?
    24. 24. Updated Visual Interface
    25. 25. Competitive Benchmarking</li></ul>Source: JupiterResearch Executive Survey 2007<br />
    26. 26. Agenda<br />Web Analytics Defined<br />Leading Web Analytics Solutions<br />Getting Started<br />Case Study<br />Q & A<br />22<br />CONFIDENTIAL<br />WebsiteBiz<br />
    27. 27. “# 1 obstacle to successful Web analytics <br />is figuring out how to take action <br />from the data collected.”<br />23<br />CONFIDENTIAL<br />WebsiteBiz<br />Become an Action Hero!<br />Source: Forrester Research Executive Survey 2007<br />
    28. 28. Getting Started<br />5 Steps to Effective Web Analytics:<br />Measure<br />Report<br />Analyze<br />Optimize<br />Innovate<br />24<br />CONFIDENTIAL<br />WebsiteBiz<br />
    29. 29. Establish What You Will Measure<br />Determine the type of site you have<br />Determine your business objectives<br />Define Your Key Performance Indicators (KPI’s)<br />25<br />CONFIDENTIAL<br />WebsiteBiz<br />Measure<br />
    30. 30. Determine Your Site’s Purpose<br />Basic Site Categories<br />Ecommerce<br />Content and Advertising<br />Lead Generation<br />Customer Support<br />26<br />CONFIDENTIAL<br />WebsiteBiz<br />
    31. 31. Defining Key Performance Indicators <br />Typical KPI’s<br />Page Views<br />Visits and Unique Visitors<br />Orders and Revenue<br />Conversion Rate <br />Leads and Cost-Per-Lead<br />Registrations, Newsletter Sign-ups <br />27<br />CONFIDENTIAL<br />WebsiteBiz<br />
    32. 32. Mastering the 5 Steps<br />Optimize and Innovate:<br />Take calculated risks<br />Decisions based data<br />Integrate tactics<br />Reward top visitors<br />Provide incentive to challenging visitors<br />28<br />CONFIDENTIAL<br />WebsiteBiz<br />
    33. 33. Questions?<br />29<br />CONFIDENTIAL<br />WebsiteBiz<br />Kyle BumgardnerDirector of Business DevelopmentKyle@WebsiteBiz.com<br />WebsiteBiz: An Interactive Agency1713 Cleveland Ave.Charlotte, NC 28203 o. 704.338.1727c. 704.813.4636www.WebsiteBiz.com<br />www.MarketerInsight.com<br />
    34. 34. Web Analytics Resources<br />30<br />CONFIDENTIAL<br />WebsiteBiz<br />Useful Industry Sites <br />www.marketerinsight.com<br />www.WebAnalyticsDemystified.com<br />www.WebAnalyticsAssociation.org<br />Vendor Blogs <br />Analytics.blogspot.com<br />Blogs.omniture.com/author/mbelkin/<br />Webtrends.com/Resources/ExpertWebcasts.aspx<br />
    35. 35. About US<br />WebsiteBiz is a Results-Driven Online Marketing Agency<br />Founded in 1997<br />Headquartered in Charlotte, NC<br />Inc. Magazine – Nationally Ranked 51st Fastest Growing Marketing Firm<br />Partial Client List:<br />31<br />CONFIDENTIAL<br />WebsiteBiz<br />

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