The document presents case studies on web analytics, focusing on different business models including online commerce and lead generation. It outlines key performance indicators (KPIs) relevant to various job types within organizations and details specific case studies on a tire company and an auto warranty seller, stressing the importance of monitoring traffic and conversion rates. Additionally, it emphasizes the need for continuous communication with site visitors to enhance conversion rates without increasing marketing expenditures.

1. CincinnatiAMA B2B SIGCase Studies"Case Studies of Web Analytics in Action.“

2. CincinnatiAMA B2B SIGCase StudiesAgenda Introduction

3. Four Stages of Customer Lifecycle

4. Four Business Models

5. Case studiesWebTech Analytics

6. CincinnatiAMA B2B SIGCase StudiesKey Performance Indicators by Business Type, addressing which indicators are appropriate to each job type for each business model.• Senior strategists: three to five top-line KPIs that speak directly to core business objectives and profitability.• Mid-tier strategists: need to see the same KPIs as senior strategists and those indicators that add an additional level of detail .• Tactical resources: should get the same indicators that senior executives and mid-tier strategists see, plus appropriate tactical KPIs to keep an eye operational details.WebTech Analytics

7. CincinnatiAMA B2B SIGCase StudiesFour Business ModelsOn-line Commerce

8. Advertising

9. Lead generation

10. Customer SupportWebTech Analytics

11. CincinnatiAMA B2B SIGCase StudiesThe Four Stages of the Customer Life Cycle Reach

12. Acquisition

13. Conversion

14. RetentionWebTech Analytics

15. CincinnatiAMA B2B SIGCase StudiesCase Studies Retail Site

16. Lead-generation SiteWebTech Analytics

17. CincinnatiAMA B2B SIGCase StudiesCase Study for Retail SiteKPIsOverall Traffic VolumesRatio of New to Returning Visitors Order and Buyer Conversion Rate Cart Checkout Completion rateWebTech Analytics

18. CincinnatiAMA B2B SIGCase StudiesCase Study for Retail SiteBusinessTire company that provides people with a wide variety of choices and low prices for tires and wheels, either at retail locations or for purchase on the Internet. ApproachDrive qualified buyers to the website for direct sales and getting more traffic into local stores are vital goals. Overall Traffic VolumesWebTech Analytics

19. CincinnatiAMA B2B SIGCase StudiesTraffic pattern measured for a single day on Website Total volume of visits compared to online marketing activity WebTech Analytics

20. CincinnatiAMA B2B SIGCase StudiesBusinessTire company that provides people with a wide variety of choices and low prices for tires and wheels, either at retail locations or for purchase on the Internet. ApproachDrive qualified buyers to the website for direct sales and getting more buyers into local stores are vital goals. Over all Traffic Volumes

21. Percentage of New versus Returning VisitorsWebTech Analytics

22. CincinnatiAMA B2B SIGCase StudiesWebTech Analytics

23. CincinnatiAMA B2B SIGCase StudiesBusinessTire company that provides people with a wide variety of choices and low prices for tires and wheels, either at retail locations or for purchase on the Internet. ApproachDrive qualified buyers to the website for direct sales and getting more buyers into local stores are vital goals. Over all Traffic Volumes

24. Percentage of New versus Returning Visitors