The document discusses web analytics and tracking online marketing effectiveness. It covers creating customized reports and filters for sales and direct marketing. Off-site tracking includes search trends, keywords, and social media. Campaign tracking analyzes all channels and KPIs. While visits and revenue increased for one company, conversion rates decreased. Recommendations include using coupons and QR codes across channels. Cross-channel actions, customer surveys, and focus on outcomes are also discussed. Trends in Finland include shifting to outcome-based metrics and challenges measuring social media.

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Web Analytics Wednesday
Amsterdam
October 7, 2009
Web Analytics WednesdayWeb Analytics WednesdayWeb Analytics Wednesday

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Creating actionable and valuable information
• With automatical customized reports
• Operators filtered off
• To support sales team
• To support more targeted direct
marketing activities

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Off-site and brand awareness tracking
• With search trends and keyword tool
• Competitive intelligence
• Social media testing

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Online and offline campaign tracking
• Track every channel and learn
• Social media tracking with e.g. Tiny URL
• Analyze KPIs and deliver insights

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More marketing – decreasing conversion rate?
• Lots of action with top management involved
• Challenging organization structure
• 126 % more visits (in 4 months compared to last year)
• 29 % more revenue (other channels shifting to online)
• Conversion rate 5,48 % (9,38 %)

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With printable coupons you can convert
people from web to physical store
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Or convert people from print to store
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You shoud have a web analytics and
barcode tracking system in place

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Quick response code
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Physical world
hyperlinks
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Convert people to
web or mobile site
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You can easily add
tracking code
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www.upcode.fi

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People are switching channels
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You can track calls - web to phone
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How we track cross-channel actions?

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Remember voice of customer
• Measure with different kind of surveys
• Key performance Indicator:
• Task completion rate by primary purpose of visit

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Best practices
• Why we are doing this (campaign, project, etc.)?
• Deliver business insights
• Get top management involved
• Test and measure everything
• Educate people

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Latest trends in Finland
• Focus shifting slowly from clicks to outcomes
• Do we allow Facebook to our employees?
• Measuring social media is very complex
• Measure cross-channel behaviour

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Petri Mertanen
www.mertanen.info
Twitter: @mertanen
Skype:petrimertanen
petri@naviatech.fi
Tel. +358 400 792 616
Naviatech Solutions Oy
Pasilanraitio 9
FIN-00240 Helsinki