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Web Analytics as a Research Method

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A presentation that gives an academic context about Web Analytics as a powerfull research method

> gastcollege Mediacentrum KUL op di 22/11/2011

Published in: Business, Technology

Web Analytics as a Research Method

  1. WEB ANALYTICS#heartbeat for your online Marketing
  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.
  6. steve.deveirman@bseen.bewww.Netlash-bSeen.bewww.Twitter.com/stevedv tekstBusiness Intelligence Manager
  7. in the past ... it was easy #2000
  8. Measure & Know !
  9. Measure & Optimize your Businesswith Key Performance Indicators
  10. Online Parameters that can be measured and evaluatedKPIs make the process visible, that leads to a pre-definedbusiness objectivedifferent in every type of business and websiteKPI = the steps to a goal
  11. 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)
  12. 3% conversion = 97% unused potential
  13. ...
  14. “KPI IS NOT THE GOAL” How do we translate KPI’s to a plan ?
  15. THE DATA THAT DRIVESOUR DECISIONS
  16. Web Analytics User Experiencebehavioral attitudinalquantitative qualitativehigh fidelity artificialhigh volume high qualityThis data is about WHAT This data is about WHY
  17. Web Analytics User Experiencebehavioral attitudinalquantitative qualitativehigh fidelity artificialhigh volume high qualityThis data is about WHAT This data is about WHY
  18. Web Analytics User Experiencebehavioral attitudinalquantitative qualitativehigh fidelity artificialhigh volume high qualityThis data is about WHAT This data is about WHY
  19. Web Analytics User Experiencebehavioral attitudinalquantitative qualitativehigh fidelity artificialhigh volume high qualityThis data is about WHAT This data is about WHY
  20. Web Analytics User Experiencebehavioral attitudinalquantitative qualitativehigh fidelity artificialhigh volume high qualityThis data is about WHAT This data is about WHY
  21. Web Analytics User Experiencebehavioral attitudinalquantitative qualitativehigh fidelity artificialhigh volume high qualityThis data is about WHAT This data is about WHY
  22. TOOLS
  23. • Value Goals + QSF’s• Segments & custom reports• Unique visit metric• Mobile tracking• Custom Labels• Advanced tabelling (pivoting)• Advanced filtering• many, many, many, many more ...
  24. The WA Basics
  25. marcomgastcollege@gmail.com marcom#01
  26. 1. Netto Data Set2. Campaign Tracking3. E-commerce4. Segmentation5. Actionable Analytics
  27. Netto Data Set
  28. Profiles & Filters • implement the new GAsync code • re-publish the extra speed & social code line • all domains in 1 GATC #corporateXL • profiles & filters • user rights & ownership
  29. • exclude internal IP !• 3th party agencies• Offline bureaus ?• Sub domains / directories• Exlude Virtual pageviews
  30. • Rawdata profile | MASTER profile• Separate Profiles for segment• ‘cpc’ only• limited geography
  31. Campaign Tracking
  32. CampaigntrackingTag all your online campaigns & online media !GA = 360° online marketing monitor
  33. Medium ?Source ?Link ?Message ?Format ?Colour ?... AB test !
  34. E-Commerce
  35. Why Track E-commerce ? • combine visit behaviour and E-shop data • optimize campaigns & actions based on $$$ • drive your website content to the best sellers • Back-end = Sales / E-commerce = Marketing
  36. Segmentation
  37. Segmentationlook at segmented data in stead of creating averages ...
  38. Why use advanced segments ?• Isolate and analyze subsets of your traffic post-data capture• Compare segments and key performance metrics side by side • Analyze your traffic with predefined or customized segments• Use on historical data.• Available in all accounts and profiles.
  39. Actionable Analytics
  40. Goals & Funnels • make the ‘interaction’ measurable • goals = quality • investigate the drop-outs • look for site entries with the highest conversion%
  41. entering the leaving the funnelfunnel defined Goal
  42. Analytics Right NowHow long can you wait to analyse your actions ?4 keys : • speed = 1 to 2 seconds • Great UI • Same tag • Free
  43. go to www.netlash.com/kul
  44. RESOURCES#let us help your business
  45. Conclusion
  46. • The Web is Measurable• Use your data, it’s your audience• Think Small Act Big• Data is Free• Convince your HIPPO
  47. TODO Business Intelligence • GA Advanced Tagging • Segmentation & Profiles • Channel Attribution #utmtagging • Web Analytics Audit #findquickwins • Conversion optimization & monitoring
  48. Business Intelligence can help you tomarket your platform generate & engage onlyprofitable vistors
  49. QUESTIONS ?
  50. Thank Yousteve.deveirman@bseen.be www.Netlash-bSeen.be www.Twitter.com/stevedv

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