1. Web Analytics: The Search For Meaning

2. PROFESSIONAL BACKGROUND Adapt or Die Marketing (Founder: 2009-present) NVI 2007-2009 Canalytics / Acquisio (now known as W.illi.am) 2007 Efundraising 2006 CARBON 60 DESIGN / Tchirts.com 2003-2005 Ebay Power Seller 2001-2002 EMAIL SPAM (2000: Hey, it was legal back then!)

3. AGENDA Why do you have a website? Website KPIs Dashboards and their mis-use REPORTS: The importance of drilldown Advanced segmentation Custom Variables Conclusion

4. Website KPIs

5. Definine desired outcomes for your website

7. What Tools do You Really Need To Track Your Desired Outcomes? Vs.

8. Have they been properly implemented? Complex Implementations and Non-qualified Staff Inaccurate Tracking =

9. This is where the fun Begins!

10. The Perfect Dashboard For Your Business!

11. The Perfect Dashboard For Your Business!

12. Web Reporting Vs. Web Analysis Web Analysis: Delivers next steps for your business based on data. Web Reporting: Just numbers

13. Web Reporting Vs. Web Analysis Web Analysis: Delivers next steps for your business based on data. Web Reporting: Just numbers Web Analysis: Requires expertise and Segmentation and insight Web Reporting: Requires a computer and a printer

15. Stop printing reports! DRILLDOWN Segmented by referrer

16. Stop printing reports! DRILLDOWN

17. Actionable Data! Sales performance by refferer

18. Segmenting language content with advanced segments French content only

19. Segmenting language content with advanced segments English content only

20. Segmenting language content with advanced segments Choose your desired segments to compare against each other.

21. Most reports and graphs will now show both segments Not many sales in English as compared to French

22. There are Obvious Performance Differences

23. Most reports and graphs will now show both segments Not many sales in English as compared to French *All stats have been modified to protect anonymity.

25. Ideas to Tag at Visitor Level Once user is cookied they will never see this page again. Tagging user with a Custom Variable at the visitor level on first visit will track subsequent visit appropriately even though they have not chosen "Male" or Female". Tag all signups of a subscription membership so that they are tagged every visit

26. Another Idea to Tag at Visitor Level Once user signs up they will never see "sign-up" page again. The visitor is already converted. Tagging user with a Custom Variable at the visitor level on first visit will track subsequent visits as "member" even though they have not logged in or repurchased a membership.

27. Ideas to Tag at Session Level Tagging "log-in" vs. "not-logged-in" Are users tagged as "members" at the visitor level bothering to log in on each session? Is this alarming?

29. Optimizing Performance With Web Analysis In traditional marketing, 50% of your investment goes to waste. How do we know which half was not qualified? Segment and view differences of your KPIs. Reduce investment in less performing campaigns, increase spending in high performance campaigns

30. Use Demographic Info Whenever Possible Some advertisers like Facebook allow you to create campaigns through demographics (Gender, Marital status, Education level, etc.):

32. Tracking Demographic Info with GA Tag your referral links from Facebook with the demographic information using Google's URL Builder: http://www.google.com/support/analytics/bin/answer.py?answer=55578

35. Its a competitive world out there. It's time to...

36. Q&A: Ask Away!