IS09 - Web Analytics Bootcamp


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IS09 - Web Analytics Bootcamp

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  • IS09 - Web Analytics Bootcamp

    1. 1. What’s on your mind?<br />
    2. 2. Kristi may &mYles rose<br />Senior Marketing Analysts & Web Strategists<br />
    3. 3. About idea<br />Full-service interactive advertising agency<br />Top-50 agency (AdWeek & BtoB)<br />Fortune 100 clients<br />9 offices including Houston & Seattle<br />Owned by MPS Group (NYSE: MPS)<br /><br />
    4. 4. WEB<br />ANALYTICS<br />BOOTCAMP<br />How to hit the ground running when implementing a web analytics solution for your business<br />Kristi May & Myles Rose<br />Senior Marketing Analysts & Web Strategists<br />
    5. 5. Web analytics trivia<br />
    6. 6. Web analytics trivia<br />US Web Analytics spending is projected to have an annual growth rate of 17% through 2014.<br />In 2014, how much are US companies forecasted to spend on Web Analytics?<br />
    7. 7. Web analytics trivia<br />A- $109 Million<br />B- $1 Billion <br />C- $479 Million<br />D- $953 Million<br />
    8. 8. Why we’re here<br />Which analytics provideris the best for my business?<br />What are the steps I need to taketo make implementation a success?<br />How do I use my analytics reportingto make informed decisions?<br />
    9. 9. Why analytics?<br />
    10. 10. Ad tracking – the old days<br />Advertisers placed ad on TV<br />Revisions to the campaign based on the self reported viewing habits of a small sample of viewers<br />
    11. 11. Ad tracking – the digital age<br />Advertisers place ad online<br />Track each interaction and conversion<br />Optimize advertising placements based on real time data and testing<br />
    12. 12. How does analytics affect your business?<br />Meet Bob<br />Owns a three person graphic design shop<br />Has a website featuring the shop’s portfolio<br />Would like the website to generate new business<br />How can website analytics help him?<br />
    13. 13. Which analytics provider is best for my business?<br />Top players<br />
    14. 14. Which analytics provider is best for my business?<br />Mid level<br />
    15. 15. Which analytics provider is best for my business?<br />Specialty<br />
    16. 16. Why use Google Analytics?<br />Free, yet powerful<br />Easy to implement<br />Get to know your visitors<br />Available to all<br />
    17. 17. Getting started<br />How does Bob get started with Google Analytics?<br />
    18. 18. Implementing Analytics Tracking<br />Sample Tracking Code<br />Once Bob signs up for an account, GA will generate the code below.<br />Bob will copy the following code block into every web page he want to track immediately before the &lt;/body&gt; tag. <br />&lt;script type=&quot;text/javascript&quot;&gt;<br />vargaJsHost = ((&quot;https:&quot; == document.location.protocol) ? &quot;https://ssl.&quot; : &quot;http://www.&quot;);<br />document.write(unescape(&quot;%3Cscript src=&apos;&quot; + gaJsHost + &quot;; type=&apos;text/javascript&apos;%3E%3C/script%3E&quot;));<br />&lt;/script&gt;<br />&lt;script type=&quot;text/javascript&quot;&gt;<br />try {<br />varpageTracker = _gat._getTracker(&quot;UA-XXXXXXX-X&quot;);<br />pageTracker._trackPageview();<br />} catch(err) {}&lt;/script&gt;<br />
    19. 19. Is the code working?<br />Google Analytics Tracking Code Status<br />WASP (Web Analytics Solution Provider)<br />Firebug (Firefox Add-on)<br />WASP Firefox add-on<br />
    20. 20. Making sense of the reporting<br />
    21. 21. Visitorsoverview report<br />Key metrics<br />Visits<br />Visitors<br />Time on site<br />New visits<br />5 minute time on site average<br />
    22. 22. Map overlayreport<br />Key metrics<br />Where are your visitors located?<br />Bob’s big inHouston and Dallas<br />
    23. 23. Top contentreport<br />Key metrics<br />What pages are your visitors most interested in?<br />Visitors like to see Bob’s work<br />
    24. 24. Referring sitesreport<br />Key metrics<br />What sites referred visitors to your site<br />People who view Bob’s LinkedIn profile are likely to visit his website<br />
    25. 25. Keywords report<br />Key metrics<br />What keywords are driving traffic to your site?<br />Visitors were able to find Bob’s site using the term Motion Graphics Specialist.<br />
    26. 26. Ecommerceoverview report<br />Key metrics<br />Are your visitors buying?<br />Visitors are able to purchase art work from Bob’s site. This report helps Bob track visitor purchase conversions over time.<br />
    27. 27. Additional reports<br />Report name: Benchmarking<br /><ul><li>Bob vs. The Competition</li></ul>Advanced Segmentation<br /><ul><li>New v. Returning Visitors
    28. 28. Purchasers v. Browsers</li></li></ul><li>Happy bob<br />Bob’s website is trackingvisitors and conversions<br />He’s targeted the companies that visit his site<br />Bob has generated 3 new paid opportunities from a blog post that sent visitors to his site <br />Bob can see that his site is converting visitors much better than his competition<br />
    29. 29. Links & resources<br />Analytics providers<br /><br /><br /><br /><br /><br /><br /><br />
    30. 30. Links & resources<br />Tools to verify tracking<br /><br /><br />
    31. 31. Questions & answers<br />Kristi May<br /><br />Myles Rose<br /><ul><li></li></li></ul><li>Thank you<br />