From the SIPA Marketing Conference opening keynote address. Applying analytics to practical business intelligence. Don;t guess about how to improve your website! Use analytics to find out what is working and WHY!

1. Restore your Confidence in Analytics!

4. Velleity

6. Reports: Page Views Hits Monthly Visitors Top 10 Pages

8. Accuracy

11. “Web analytics works best when measurement expectations are clearly defined in advance, not after the fact or on an ad-hoc basis.” -Eric Peterson

12. “life without this sort of examination is not worth living . . .” -Socrates

13. “Web analytics works best when measurement expectations are clearly defined in advance, not after the fact or on an ad-hoc basis.” Eric Peterson

14. “life without this sort of examination is not worth living...” Socrates

15. Data Page Views = 34,000

16. Information Data + Context Page Views per visitor = 8

17. Knowledge Information + Context Visitors who searched for term: Who entered at: page: Session of more than: minutes : Converted at a rate of: x% : = Visitor Knowledge

18. Knowledge Information Data

19. Understanding Knowing what to do

20. Analytics Genius Understanding

21. Question-asking is the single greatest tool humans have. -Neil Postman

24. Analytics According to Captain KirkThe “Red Shirt” Phenomenon

25. Crew of 450 54 total deaths = 13.7 % mortality rate

26. 11% - Yellow shirt 9% - Blue shirt 79% - Red shirt

27. 57.5%

28. 42.5%

29. 16%

30. 0%

31. 57.5% deaths from Beaming Down 42.5% deaths from on-board fights 16% when Captain Kirk meets alien women

33. Ipod Flash Drive? Cost Gigs Megapixels Fuji? Sony? Battery Life Price Digital Camera MP3 Player

34. 7Steps for Measuring Success

35. 1 Keyword Buckets“Segments”

36. 1

37. Comparing Segments Vacations: #3 Ranking 600 visitors/mo. 0 conversions Vacation: #34 Ranking 1800 visitors/mo. 2% conversion rate

38. Segment Acquisition 2

39. Context Competition

40. Segment Bounce Rates 3

41. Context

44. Time on Page?

45. Search?

47. Segment Behavior 5 AvinashKaushik - Excellent Analytics Tip #4

48. Segment Behavior Average searcher: 4:23 minutes on site 4 pages viewed 2 % conversion rate “Family” term searcher: 7:38 minutes on site 10.5 pages viewed 4 % conversion rate

49. Analyze 6

52. Action! 7

54. Matt Bailey President Matt@SiteLogic.com www.SiteLogic.com