Closing the loop with web analytics by Aaron Maass


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How to close the loop on leads with web analytics. This was presented by Aaron Maass at SES in NYC on March 25, 2011.

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Closing the loop with web analytics by Aaron Maass

  1. 1. Closing the Loop<br />With Web Analytics<br />Aaron H. Maass<br />MaassMedia, LLC<br />
  2. 2. Closing the Loop Problem<br />
  3. 3. Online<br />Landing Pages<br />E-newsletter<br />FAQs<br />Display<br />Website<br />Search<br />3rd Party Sites<br />Email<br />Mobile<br />Social Media<br />Online Reviews<br />Chat<br />Blog<br />Outbound<br />Telesales<br />Store<br />Partner/<br />Reseller<br />PR<br />Inbound Call Center<br />Outbound<br />Phone<br />WOM<br />TV<br />Radio<br />Print<br />Outdoor<br />Mail<br />Phone/<br />Call Center<br />Store/Office<br />Direct Mail<br />Offline<br />World of Many Customer Touchpoints<br />
  4. 4. E-Commerce<br />Advertising<br />Lead Generation<br />Three Types of Websites<br />
  5. 5. Common Lead Generation Tactics<br />
  6. 6. Calls-to-Action Are Lead/Sales Opportunities<br />
  7. 7. How Does This Tie In To<br />Web Analytics?<br />
  8. 8. In order to facilitate tracking of session and visitor activities, web analytics programs place cookies in the visitor's web browser:<br /><ul><li>Session Cookie – the 'Session' cookie exists only for the lifetime of the current browser session and expires after 30 minutes of inactivity or when the visitor closes all browser windows.
  9. 9. Visitor Cookie – the 'Visitor' cookie persists after the visitor closes all browser windows and is used to identify a visitor to the site across multiple 'sessions'.</li></ul>Cookies<br />
  10. 10. <ul><li>Myths
  11. 11. Cookies are like worms/viruses and can erase data from your computer
  12. 12. Cookies are a form of spyware and can steal personal information
  13. 13. Cookies generate pop-ups and spam
  14. 14. Cookies are only used for advertising
  15. 15. Facts
  16. 16. Cookies are only data, not program code
  17. 17. Cookies cannot erase data or read information from your computer
  18. 18. Cookies are usually anonymous (do not contain PII)
  19. 19. Cookies CAN be used to track website behavior and close the loop</li></ul>Myths About Cookies<br />
  20. 20. A visitor's browser initiates a page request to the web server<br />Web server notes visitor's IP address and sends a page back to the browser along with any JavaScript tags<br />JavaScript requests a single-pixel GIF from Analytics Server and sends visitor info and custom parameters to storage<br />Analytics Server generates a unique visitor ID and sends it back to the browser along with a cookie and the single-pixel GIF<br />Web<br />Server<br />1) Page request<br />2) Page returned w/ JavaScript<br />3) JavaScript tag executed (visitor info/custom parameters sent)<br />Analytics<br />Server<br />4) GIF returned w/ cookie and unique ID<br />How Cookies Work<br />
  21. 21. Unique Visitor ID Capture Example<br />
  22. 22. Form Field Information<br />First Name<br />Last Name<br />Email<br />Phone<br />Comments<br />Dropdown Selection<br />Opt-In (Checked or Unchecked)<br />Unique Visitor ID from cookie<br />Hidden Field Information<br />CRM/Sales<br />Database<br />Analytics<br />Server<br />8) Unique Visitor ID<br />Plus<br />9) Closed (Yes or No)<br />Pass Unique Visitor ID w/ Form Info<br />
  23. 23. Data Sources is used to manually import offline data into SiteCatalyst. Below are some examples of situations in which you might want to use Data Sources to import data:<br />Import historical traffic data from log files or a previous vendor<br />Import offline success metrics unrelated to the website or taking place after a visit to the website<br />Import metrics from a separate channel such as e-mail or call center so you can compare them to online metrics and create calculated metrics<br />Import metrics from other products through Omniture Genesis such as e-mail or CRM metrics<br />In all of these cases, Data Sources supplements your online data with related data so you can get a more complete picture of your business, or in other words, close the loop.<br />How To Import Data Using Omniture<br />
  24. 24. 8) Unique Visitor ID<br />Plus<br />9) Closed (Yes or No)<br />Real World Omniture Example<br />
  25. 25. Google Analytics UTMA Cookie<br />
  26. 26. <script type="text/javascript" src="/includes/js/gaCookies.js"></script><br /><script type="text/javascript"><br />var _gaq = _gaq || [];<br /> _gaq.push(['_setAccount', 'UA-XXXXXXXX-1']);<br />vargac = new gaCookies();<br />_gaq.push(['_setCustomVar',1,'Visitor',gac.getUniqueId(),1]);<br /> _gaq.push(['_trackPageview']);<br /> (function() {<br />varga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;<br />ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '';<br />vars = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);<br /> })();<br /></script><br />Source: Danny Ng -<br />Modified Google Analytics Tag<br />
  27. 27. 8) Unique Visitor ID<br />Unique Google Analytics Visitor ID<br />
  28. 28. Close the Loop on Store Sales w/ Coupons<br />730973048<br />
  29. 29. 730973048<br />Close the Loop on Calls w/ Visitor ID<br />
  30. 30. Why Close the Loop w/ Web Analytics?<br />Because with web analytics we can hope to answer the following three simple business questions:<br />Where do our best leads/sales come from and how do we get more of them?<br />What traffic sources, content, tools and behaviors on the site are most influential in producing closed leads/sales?<br />What information and other insights about your web visitors, site content, leads and leads that buy can be used to improve the quality of prospects and increase conversion?<br />
  31. 31. Thank You!<br />Thank You!<br />Aaron H. Maass | Managing DirectorMaassMedia, LLCwww.maassmedia.comLinkedIn: @maassmetrics<br />