Web analytics provides key performance indicators (KPIs) that allow businesses to measure, evaluate, and optimize their online marketing efforts. KPIs track metrics like user engagement, lead generation, conversion rates, and loyalty. While KPIs are important, the goal is to translate them into an action plan for marketing adjustments and continuous development. Premium analytics tools provide advanced segmentation, funnel visualization, multi-channel modeling, and dedicated support to help companies optimize conversions and monitor business performance.

2. WEB ANALYTICS
#heartbeat for your online Marketing

3. WHY ?

4. ONLINE STRATEGY
Business Intelligence

5. Web Analytics drives Online Marketing,
like a conductor leads his orchestra.

9. Measure & Optimize your Business
with Key Performance Indicators

11. 3% conversion = 97% unused potential

12. a KPI Model
• Market (reach, competition, benchmarks, trends, ...)
• Attraction (#UV, lead generation, channels, ...)
• Retention (pv/V, tos, bounce rate)
• Behaviour (top content, relevancy)
• Loyalty (returning prospects & clients)
• Conversion (subscriptions, contacts, registrations)

13. ...

14. “KPI IS NOT THE GOAL”
How do we translate KPI’s to a plan ?

15. ANALYSIS, EVALUATE & OPTIMIZE
• KPI dashboard + downdrills
• best practices
• Business intelligence & Performance Monitoring
• Coaching & training (regio’s)
• Continuous development
• Marketing adjustments

16. The TOOL

18. • Value Goals + QSF’s
• Segments & custom reports
• Unique visit metric
• Mobile tracking
• Custom Labels
• Advanced tabelling (pivoting)
• Advanced ltering
• many, many, many, many more ...

20. Tips & TODO’s

21. 1. Pro les & Filters
• implement the new GAsync code
• re-publish the extra speed & social code line
• all domains in 1 GATC #corporateXL
• pro les & lters
• user rights & ownership

23. • exclude internal IP !
• 3th party agencies
• Of ine bureaus ?
• Sub domains / directories
• Exlude Virtual pageviews
• SEO positions

24. • Rawdata pro le | MASTER pro le
• Separate Pro les for segment
• ‘cpc’ only
• limited geography

25. 2. Campaigntracking
Tag all your online campaigns & online media !
GA = 360° online marketing monitor

27. bSeen Campaign Tagging tool

28. 3. Segmentation
look at segmented data in stead of creating averages ...

30. Why use advanced segments ?
• Isolate and analyze subsets of your traf c post-data capture
• Compare segments and key performance metrics side by side
• Analyze your traf c with prede ned or customized segments
• Use on historical data.
• Available in all accounts and pro les.

31. 4. Goals & Funnels
• make the ‘interaction’ measurable
• goals = quality
• investigate the drop-outs
• look for site entries with the highest conversion%

33. entering the
leaving the funnel
funnel
de ned Goal

34. 5. Onsite Search

38. • Leave notes around important activities for others to reference
• Track before-&-after performance around campaign launches
and major site changes

39. RESOURCES
#let us help your business

42. New

43. New Flow Visualisation

44. Analytics Right Now
How long can you wait to analyse your actions ?
4 keys :
• speed = 1 to 2 seconds
• Great UI
• Same tag
• Free

45. go to www.netlash.com/ngo

46. PREMIUM

47. WHAT DO YOU GET ?
PROPOSITION

48. • Dedicated support
• Processing power
• SLA's
• Advanced analytics tools

49. Advanced Analytics Tools ?
• Funnel Flow visualisation
• BigQuery integration
• Access control
• Multi channel modelling
• Doubleclick for advertisers + Adwords integration

50. State of the art : Multi Session Analytics
• visitor-level remarketing
• Non-convertor analytics
• Conversion Rate Analytics
• Lifetime Value Analytics
• ...

51. Multi Channel Modelling
• Firstclick | lastclick or Lineair
• Time decay model : the more at the end of funnel, the
more assisted value
• U-curve : devide weight on rst and last
• based on site engagement, based on display type
(discounts)-level remarketing

52. MORE ?

53. Free or Premium ?
• Radiant6 integration
• measureable and valuable ROI from SM
• audience reporting
• google trends integration : market insights
• campaign effectiveness reporting (ex. playback !)

54. WHY ?

55. GA Premium strategy
• Google penetrates Fortune500
• Enterprise solution vs. free tool
• Compete Vendors with Worldwide user-force
• Dedicated support team of 200+ consultants
• Offer a full service solution

56. Conclusion

57. TODO Business Intelligence
• GA Advanced Tagging
• Segmentation & Pro les
• Channel Attribution #utmtagging
• Web Analytics Audit # ndquickwins
• Conversion optimization & monitoring

58. Business Intelligence can help you to
market your platform generate & engage only
pro table vistors

59. “You can find us on…”
@stevedv
@netlash-bSeen
VRAGEN ? BEDANKT ! SUCCES ...