Web Analytics 2.0 and Multiplicity - PixelMEDIA

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Slides from a presentation at PixelMEDIA on Web Analytics 2.0 and the concept of Multiplicity. Producing insights, not reporting. By Jonathan B. O'Donnell

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  • Following are different examples of newer forms and variations of paid advertising.
  • Following are different examples of newer forms and variations of paid advertising.
  • Following are different examples of newer forms and variations of paid advertising.
  • We also have a dedicated agency rep at Google
  • We also have a dedicated agency rep at Google
  • We also have a dedicated agency rep at Google
  • We also have a dedicated agency rep at Google
  • Following are different examples of newer forms and variations of paid advertising.
  • We also have a dedicated agency rep at Google
  • We also have a dedicated agency rep at Google
  • We also have a dedicated agency rep at Google
  • We also have a dedicated agency rep at Google
  • We also have a dedicated agency rep at Google
  • Following are different examples of newer forms and variations of paid advertising.
  • We also have a dedicated agency rep at Google
  • We also have a dedicated agency rep at Google
  • Following are different examples of newer forms and variations of paid advertising.
  • Following are different examples of newer forms and variations of paid advertising.
  • Following are different examples of newer forms and variations of paid advertising.
  • Following are different examples of newer forms and variations of paid advertising.
  • We also have a dedicated agency rep at Google
  • We also have a dedicated agency rep at Google
  • We also have a dedicated agency rep at Google
  • We also have a dedicated agency rep at Google
  • Following are different examples of newer forms and variations of paid advertising.
  • We also have a dedicated agency rep at Google
  • We also have a dedicated agency rep at Google
  • We also have a dedicated agency rep at Google
  • We also have a dedicated agency rep at Google
  • We also have a dedicated agency rep at Google
  • We also have a dedicated agency rep at Google
  • Following are different examples of newer forms and variations of paid advertising.
  • We also have a dedicated agency rep at Google
  • We also have a dedicated agency rep at Google
  • We also have a dedicated agency rep at Google
  • We also have a dedicated agency rep at Google
  • We also have a dedicated agency rep at Google
  • Web Analytics 2.0 and Multiplicity - PixelMEDIA

    1. 1. 1<br />Web Analytics 2.0 <br />and Multiplicity<br />It’s about pulling and presenting only the relevant data from multiple sources to provide insights and solve for business objectives. Quicker.<br />PRESENTER:<br />Jonathan B. O’Donnell<br />Web Analyst, Producer<br />DATE: June 23, 2011<br />
    2. 2. 2<br />Hits, uniques, data in aggregate, is OUT<br />Acquisition, behaviors, outcomes, are IN!<br />
    3. 3. 3<br />The Take Away<br /><ul><li>Plan to measure
    4. 4. Track everything
    5. 5. Focus on the big picture</li></li></ul><li>4<br />What<br />In the beginning…<br />Lots of data<br />Little insight<br />Clickstream data is only what happened, not why and how…<br />© Market Motive<br />
    6. 6. 5<br />What<br />Now…<br />Web Analytics 2.0<br />Is<br />Full Spectrum<br />Analysis<br />© Market Motive<br />
    7. 7. The Power of the Tools!<br />Clickstream<br />Multiple Outcomes<br />Testing & VOC<br />Competitive<br />Intelligence<br />Research &<br />Benchmarks<br />6<br />
    8. 8. 7<br />Capabilities of Analytics 2.0<br /><ul><li> Action Orientated
    9. 9. Line of Sight to Business
    10. 10. Campaign Specific Tracking
    11. 11. Internal Hypothesis Verification</li></ul> Allows you to Fail Faster! <br />Drive change quicker with focused data feedback.<br />
    12. 12. 8<br />Data Analysis<br />“The problem is we are obsessed with data and not about the business.” Avinash Kaushik<br />
    13. 13. 9<br />How<br />Web AnalyticsMeasurement Model (WAMM)<br />
    14. 14. 10<br />
    15. 15. 11<br />
    16. 16. 12<br />How<br />
    17. 17. 13<br />How<br />
    18. 18. 14<br />Experimentation and Testing<br />“I found out what makes people tick…I did a lot of research…”David Ogilvy <br />
    19. 19. 15<br />A/B and Multivariate Testing<br />
    20. 20. 16<br />Internal Hypothesis Verification – Advanced Segments<br />
    21. 21. 17<br />Voice of Customer<br />92% of top performing companies surveyed stated “Increase in customer satisfaction” was the number one reason they implemented customer feedback.Gleanster Report<br />
    22. 22. 18<br />The 4 Greatest VOC Questions<br />1. How would you rate your site experience? (Customer Satisfaction Rate)2. Primary purpose of your visit?3. Were you able to complete your task today? (Task Completion Rate)4. If not, why not? (Customer feedback)<br />
    23. 23. 19<br />
    24. 24. 20<br />Competitive Intelligence<br />“75 percent of the respondents saw the need for CI to increase during a global economic downturn.” Global Intelligence Alliance<br />
    25. 25. 21<br />How<br />
    26. 26. 22<br />How<br />
    27. 27. 23<br />How<br />
    28. 28. 24<br />How<br />
    29. 29. 25<br />Campaign Tracking<br />Multi-channel Analytics<br />“US ad spending on television, internet, print, radio, directories and outdoor will reach $154.6 billion this year and continue to make incremental gains through 2015.”eMarketer<br />
    30. 30. 26<br />Tracking<br />Offline <br />Marketing<br />
    31. 31. 27<br />Tracking<br />Online <br />Marketing<br />
    32. 32. 28<br />How<br />
    33. 33. 29<br />
    34. 34. 30<br />
    35. 35. 31<br />Considerations for using Web Analytics 2.0<br /><ul><li>How are we tracking success?
    36. 36. Are we making $?
    37. 37. Are my Calls to Action line of site with bus. objectives?
    38. 38. What are my competitors doing?
    39. 39. Are we tracking our offline marketing?
    40. 40. How can I prove my hypothesis?</li></li></ul><li>32<br />Why Analytics is Important<br />
    41. 41. 33<br />Why<br />GA changed the playing field<br />…Google Analytics increased (in usage) by 19% in 2010 — more than twice as much as the next leading vendor. – iPerceptions<br />…Google Analytics has an 85% satisfaction rate, which is 10% higher than any paid vendor – WAA study<br />
    42. 42. 34<br />Why<br />WAA 2010 B2B study:<br /><ul><li> 56% of organizations surveyed said they will increase their online analysis
    43. 43. 69% said the marketing department is where web analytics lives</li></li></ul><li>35<br />Why<br />Future Growth<br />“The fast-developing areas of mobile and social media are also expected to see strong advertising growth. <br />eMarketer predicts US mobile ad spending will reach $1.1 billion this year, and online advertising on social networking sites like Facebook and Twitter will exceed $3 billion.” – eMarketer <br />
    44. 44. 36<br />Why<br />US businesses will spend $953 million dollars on Web analytics software in 2014, with an average compound annual growth rate of 17%. –Forrester<br />Actionable Data is the Biggest Challenge: This year, 39% said taking action on the data would be their biggest challenge.–Web Analytics Association <br />
    45. 45. 37<br />Thanks for Listening!<br />Questions?<br />@ODsays<br />@pixelMEDIA<br />linkedin.com/in/ODsays<br />http://bit.ly/ODatMM<br />http://bit.ly/ODatGA<br />http://bit.ly/ODatIM<br />http://bit.ly/WebAA<br />
    46. 46. 38<br />Additional Resources<br /><ul><li>Occam's Razor – Avinash Kaushik’s blog. Everything to do with analytics and then some.
    47. 47. Market Motive – An excellent source of timely and relevant marketing insight.
    48. 48. Analysis Exchange – A not-for-profit that provides analytic support to non-profits.
    49. 49. Gartner Research– “New Relationships Will Change Business Intelligence and Analytics”
    50. 50. Forrester Research – “Predictions and Plans for Business Analytics in 2011”
    51. 51. Foresee – “Social media impact on web traffic and using analytics to measure it.”
    52. 52. Analytics Talk – Justin Cutroni’s blog. More GA focused and technical in nature.
    53. 53. Measuring Success – Brian Clifton’s blog – Very technical insight into Google Analytics implementations.</li>

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