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Session 8:
Web Analytics
ITO Companies
Cali,
15 October 2015
90 percent of the
world's data was
generated in the last
two years*
* IBM, http://www-01.ibm.com/software/data/bigdata/
Outline user experience
• Web analytics
• Measuring traffic & leads
• Planning & Monitoring
3
Which KPI’s do you
want to measure?
We use Google Analytics to
measure webstatistics. Google
Analytics is the most widely used
free web measurement software
Whom of you use Google Analytics?
And how many times per month do
you monitor your web results?
Account
Property
View
Property
Profile
Users
Reports
Profile
Users
Reports
Account
Users
Google Analytics setup
Key metrics
Geography
Device information
Which pages?
Measure conversions
Outline user experience
• Web analytics
• Measuring traffic & leads
• Planning & Monitoring
13
Other interactions you
want to measure?
Call Tracking
T: 010-850 03 83 Google AdWords
T: 010 754 39 16 Google (SEO)
T: 010 850 03 65 Direct traffic
When do leads call?
Results
137
P h o n e c a l l s
137 new leads have been acquired
through the phone in 6 months
W e b s i t e v e r k e e r
2,8% of the site traffic converted into
a phone call
SEO main driver of leads through the
phone
Monitor leads visiting your website
How does it work?
Visualise your campaigns through a dashboard
Targets & KPIs
Outline user experience
• Web analytics
• Measuring traffic & leads
• Planning & Monitoring
22
Session 8: Web Analytics
Lead funnel
Session 8: Web Analytics
There are many automation
platforms, which one to select?
Session 8: Web Analytics
Session 8: Web Analytics
B2B case study:
NSK Inc
NSK Inc. is an information
technology consulting and
outsourcing firm with a focus on
small and medium business IT
management.
The problem:
NSK was spending too much time cold
calling, and too much money on AdWords.
On top of this, NSK's website was more of a
static brochure than an engine for generating
leads.
Solution 1: More effective SEO
NSK wanted to rank high for relevant terms
like “IT managed services”. More than that,
they wanted to focus their clientèle in
Boston, so they made specific efforts to rank
higher for terms with “Boston” in them. In
doing so, they began their audience
targeting at the search box, aiming to attract
only people who fit the criteria they wanted.
Session 8: Web Analytics
Solution 2: Blogging
NSK began publishing at least one blog post
a week. Cathie (marketing manager) and her
staff focused on only a few areas of
expertise. They would use SEO keyword
tools built giving them instructive
suggestions on how to make each blog post
better optimized for NSK's target keywords.
Session 8: Web Analytics
Solution 3: Whitepaper
NSK captures leads in a few different ways.
One is through their educational white
papers on relevant topics such as Hybrid
Clouds, a white paper outlining the pros and
cons of cloud computing, or The 10 Things
You NEED to Know About Managing BYODs, a
guide on "bringing your own device" to work,
a security concern in the IT world.
Session 8: Web Analytics
Solution 4: Lead nurturing
NSK hosts “Lunch and Learn” sessions at
their Boston-based office in order to educate
people further about IT Consulting, industry
best practices, and what options may be the
best fit for various businesses. In order to
attend one of these lunches, interested
parties must register ahead of time on one of
NSK’s Landing Pages.
Session 8: Web Analytics
Results have been impressive!
One more thing
…Allright Willem,
that was a lot of information.
But how are we going to
implement all of your
recommendations?
Let’s start with a summary
What are your key learnings?
…
…
…
…
Team composition (I)
• Who is managing the project?
• Who is building my website?
• Who is designing my site?
• Who is writing our content?
• Which company members will be actively involved in
social media?
• Who is responsible for our SEO and SEA?
• Who will measure and interpret the analytics and
leads?
Team composition (II)
In-House
• Own resources
- Enough knowledge?
- Staff available?
• Full control
- Internal project team
• Less budget necessary
Agency
• Skills and know-how
- Make sure agency has the
right qualifications
• Limited control
- Make clear appointments
- Planning, targets, deadlines
• Less resources necessary
- Focus on own strenghts
Planning
• When will I start with website promotion?
• When will my (new) website be ready?
• All-year round activities versus periodic
campaigns?
• Integration with off-line marketing?
• Importance of activities?
• When do I measure the effectiveness of my
campaigns?
Budget allocation
• What are my sales targets?
• How many leads convert into sales?
• What can I spend per lead?
• Do I invest my own time or money for an
agency?
• Which budgets do I allocate per channel?
• Which budgets do I allocate per period?
Exercise: Implementation plan
…
…
…
…
…
…
Milestones
Activity Q4 2015 Q1 2016 Q2 2016 Budget KPITeam
49
Questions?
Thank you!

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Session 8: Web Analytics

  • 1. Session 8: Web Analytics ITO Companies Cali, 15 October 2015
  • 2. 90 percent of the world's data was generated in the last two years* * IBM, http://www-01.ibm.com/software/data/bigdata/
  • 3. Outline user experience • Web analytics • Measuring traffic & leads • Planning & Monitoring 3
  • 4. Which KPI’s do you want to measure?
  • 5. We use Google Analytics to measure webstatistics. Google Analytics is the most widely used free web measurement software
  • 6. Whom of you use Google Analytics? And how many times per month do you monitor your web results?
  • 13. Outline user experience • Web analytics • Measuring traffic & leads • Planning & Monitoring 13
  • 15. Call Tracking T: 010-850 03 83 Google AdWords T: 010 754 39 16 Google (SEO) T: 010 850 03 65 Direct traffic
  • 16. When do leads call?
  • 17. Results 137 P h o n e c a l l s 137 new leads have been acquired through the phone in 6 months W e b s i t e v e r k e e r 2,8% of the site traffic converted into a phone call SEO main driver of leads through the phone
  • 18. Monitor leads visiting your website
  • 19. How does it work?
  • 20. Visualise your campaigns through a dashboard
  • 22. Outline user experience • Web analytics • Measuring traffic & leads • Planning & Monitoring 22
  • 26. There are many automation platforms, which one to select?
  • 30. NSK Inc. is an information technology consulting and outsourcing firm with a focus on small and medium business IT management.
  • 31. The problem: NSK was spending too much time cold calling, and too much money on AdWords. On top of this, NSK's website was more of a static brochure than an engine for generating leads.
  • 32. Solution 1: More effective SEO NSK wanted to rank high for relevant terms like “IT managed services”. More than that, they wanted to focus their clientèle in Boston, so they made specific efforts to rank higher for terms with “Boston” in them. In doing so, they began their audience targeting at the search box, aiming to attract only people who fit the criteria they wanted.
  • 34. Solution 2: Blogging NSK began publishing at least one blog post a week. Cathie (marketing manager) and her staff focused on only a few areas of expertise. They would use SEO keyword tools built giving them instructive suggestions on how to make each blog post better optimized for NSK's target keywords.
  • 36. Solution 3: Whitepaper NSK captures leads in a few different ways. One is through their educational white papers on relevant topics such as Hybrid Clouds, a white paper outlining the pros and cons of cloud computing, or The 10 Things You NEED to Know About Managing BYODs, a guide on "bringing your own device" to work, a security concern in the IT world.
  • 38. Solution 4: Lead nurturing NSK hosts “Lunch and Learn” sessions at their Boston-based office in order to educate people further about IT Consulting, industry best practices, and what options may be the best fit for various businesses. In order to attend one of these lunches, interested parties must register ahead of time on one of NSK’s Landing Pages.
  • 40. Results have been impressive!
  • 42. …Allright Willem, that was a lot of information. But how are we going to implement all of your recommendations?
  • 43. Let’s start with a summary What are your key learnings? … … … …
  • 44. Team composition (I) • Who is managing the project? • Who is building my website? • Who is designing my site? • Who is writing our content? • Which company members will be actively involved in social media? • Who is responsible for our SEO and SEA? • Who will measure and interpret the analytics and leads?
  • 45. Team composition (II) In-House • Own resources - Enough knowledge? - Staff available? • Full control - Internal project team • Less budget necessary Agency • Skills and know-how - Make sure agency has the right qualifications • Limited control - Make clear appointments - Planning, targets, deadlines • Less resources necessary - Focus on own strenghts
  • 46. Planning • When will I start with website promotion? • When will my (new) website be ready? • All-year round activities versus periodic campaigns? • Integration with off-line marketing? • Importance of activities? • When do I measure the effectiveness of my campaigns?
  • 47. Budget allocation • What are my sales targets? • How many leads convert into sales? • What can I spend per lead? • Do I invest my own time or money for an agency? • Which budgets do I allocate per channel? • Which budgets do I allocate per period?