Driving Web Success

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Learn how to drive web success with analytics best practices, from the world's most experienced web analytics consulting firm, Technology Leaders.

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  • Technology Leaders: Technology Leaders leverages WebTrends to help companies understand user behavior and provides measurement-supported web development services to help companies either make or save more money on the web.
  • Driving Web Success

    1. 1. 09/19/11 Technology Leaders: "Driving Web Success" Technology Leaders Technology Leaders, LLC www.technologyleaders.com 230 Park Ave. New York, NY 10169 (212) 808-3058 Driving Web Success with Analytics Best Practices 09/19/11 Technology Leaders: "Driving Web Success"
    2. 2. Technology Leaders: &quot;Driving Web Success&quot; Table of Contents: <ul><li>TL view of industry; TL offerings pp 3 - 5 </li></ul><ul><li>TL “best practices” engagement pp 6 - 9 </li></ul><ul><li>TL’s “e5o”: comprehensive web ROI matrix pp 10 - 12 </li></ul><ul><li>About TL pp 13 - 16 </li></ul>Technology Leaders: &quot;Driving Web Success&quot;
    3. 3. Technology Leaders: &quot;Driving Web Success&quot; Web Analytics Today: Few Organizations can Cover the Bases <ul><li>Lack of efficiency in analytics process </li></ul><ul><li>Leading tools leave gaps if not customized </li></ul><ul><li>Little certainty that data is accurate (audited) </li></ul><ul><li>Flawed tags and data collection </li></ul><ul><li>Quantity of data is ahead of quality of data </li></ul><ul><li>Difficult to keep systems/tagging/expertise current </li></ul><ul><li>. . .can this be fixed? </li></ul>Technology Leaders: &quot;Driving Web Success&quot;
    4. 4. Technology Leaders: &quot;Driving Web Success&quot; Technology Leaders: The World’s Most Experienced Web Analytics Consulting Company <ul><li>Focus 100% on WA since 2002 </li></ul><ul><li>Founder of WAA in 2004 </li></ul><ul><li>Supporting large enterprises </li></ul><ul><li>Hundreds of successful engagements </li></ul><ul><li>Tool-agnostic, success-focused </li></ul><ul><li>Time-tested approach to WA success </li></ul><ul><li>Tagging/Technical expertise </li></ul><ul><li>Business/Strategic expertise </li></ul><ul><li>Full auditing capability </li></ul>Technology Leaders: &quot;Driving Web Success&quot;
    5. 5. Technology Leaders: &quot;Driving Web Success&quot; Technology Leaders: Key Deliverables <ul><li>KPI/Report Definition </li></ul><ul><li>Tag Creation and Deployment </li></ul><ul><li>Custom Development </li></ul><ul><li>Implementation/Configuration </li></ul><ul><li>Tag and Data Audit </li></ul><ul><li>Best-practices Guidance </li></ul><ul><li>Standards and Governance </li></ul><ul><li>Web Analytics Training </li></ul><ul><li>Retainer Support </li></ul>Technology Leaders: &quot;Driving Web Success&quot;
    6. 6. &quot;Driving Web Success&quot; “ Best Practices” and Beyond TL provides a framework for proper tagging and reporting (“Best Practices Engagement”) as well as a more comprehensive total web ROI approach (“e5o”) that incorporates feedback and iterative (A/B or multivariate) testing of content and layout. Key to success in an engagement requires following the steps in the order shown. Our “Best Practices Engagement” is a key part of overall web ROI success.
    7. 7. &quot;Driving Web Success&quot; “ Best Practices” TL Engagement <ul><ul><li>Audit Existing Program </li></ul></ul><ul><ul><li>Develop Reporting Strategy </li></ul></ul><ul><ul><li>Develop Tagging Strategy </li></ul></ul><ul><ul><li>Guide Developers thru Tagging </li></ul></ul><ul><ul><li>Configure Vendor Toolkits </li></ul></ul><ul><ul><li>Perform Quality Assurance </li></ul></ul><ul><ul><li>Deliver Documentation </li></ul></ul><ul><ul><li>Deliver Knowledge Transfer </li></ul></ul><ul><ul><li>Continuing Support (Retainer) </li></ul></ul>Engagement Overview
    8. 8. &quot;Driving Web Success&quot; “ Best Practices” TL Engagement (2) <ul><ul><li>Audit Existing Program </li></ul></ul><ul><ul><ul><li>Review all current tags and reports to understand gaps </li></ul></ul></ul><ul><ul><li>Develop Reporting Specification </li></ul></ul><ul><ul><ul><li>Meet with stakeholders early in process—listen to business needs; formulate report structure that answers those needs; agree on gaps discovered in audit </li></ul></ul></ul><ul><ul><li>Develop Tagging Specification </li></ul></ul><ul><ul><ul><li>Tag development relies on report specification; tags are specified and customized by TL based on reporting needs </li></ul></ul></ul><ul><ul><li>Guide Developers thru Tagging </li></ul></ul><ul><ul><ul><li>Extensive support for developers to ensure proper deployment of tags, including both staging and production environments </li></ul></ul></ul>Project Phase Detail
    9. 9. &quot;Driving Web Success&quot; “ Best Practices” TL Engagement (3) <ul><ul><li>Configure Vendor Toolkits </li></ul></ul><ul><ul><ul><li>After tag integrity is assured, final configuration of analytics tool including custom report building, profile development, integration etc. </li></ul></ul></ul><ul><ul><li>Perform Quality Assurance </li></ul></ul><ul><ul><ul><li>Final pre-flight review of tagging and reporting anomalies if any, including “fixes” as needed </li></ul></ul></ul><ul><ul><li>Deliver Documentation </li></ul></ul><ul><ul><li>Deliver Knowledge Transfer </li></ul></ul><ul><ul><li>Continuing Support (Retainer) </li></ul></ul><ul><ul><ul><li>Retainer provides a safety net for organization as needs arise and program matures </li></ul></ul></ul>Project Phase Detail
    10. 10. &quot;Driving Web Success&quot; TL’s Framework for Analytics ROI <ul><li>eBusiness 5-step Optimization </li></ul><ul><ul><li>Sets Foundation for Success </li></ul></ul><ul><ul><li>Repeatable Process </li></ul></ul><ul><ul><li>Works for Any Organization </li></ul></ul><ul><ul><li>Defines Key Roles and Responsibilities </li></ul></ul><ul><ul><li>Defines Success Factors </li></ul></ul><ul><ul><li>Enables Measurable Results </li></ul></ul><ul><ul><li>(see next page) </li></ul></ul><ul><ul><li>eBusiness 5-Step Optimization takes best practices even further, providing a framework for total Web ROI. Properly deployed, it is a complete feedback loop targeted at success. It involves TL, Customer’s marketers, Customer’s creative team, and Customer’s IT team in order to achieve full-strength results . </li></ul></ul>
    11. 11. Analytics ROI Framework: e5o 09/19/11 Technology Leaders: &quot;Driving Web Success&quot; Define Drivers Set of goals and targets for web optimization project Clear understanding of success factors for web site Activity Deliverable Benefit Build Metrics Create measurement criteria plus tool configuration Gain critical insight into web performance eBusiness 5-step Optimization <ul><ul><li>TL’s “best practices engagement” fulfills the needs of two complete and important steps in the overall optimization plan . </li></ul></ul><ul><ul><li>Go to next slide for full cycle of e5o; steps 3 – 5 require the involvement of customer resources in order to achieve result </li></ul></ul>
    12. 12. Analytics Framework: e5o 09/19/11 Technology Leaders: &quot;Driving Web Success&quot; Define Drivers Set of goals and targets for web optimization project Clear understanding of success factors for web site Activity Deliverable Benefit Build Metrics Create measurement criteria plus tool configuration Gain critical insight into web performance Plan Actions Map of improvements, based on analytics Targeted, achievable improvement goals Create Changes Development and delivery of actual improvements A web site that responds to quantifiable critique Measure Success Evidence of improvement by percentage Proof that the process resulted in. . . . . . Better Web ROI eBusiness 5-step Optimization
    13. 13. Technology Leaders: &quot;Driving Web Success&quot; Technology Leaders: Deep Industry Expertise <ul><li>Andrew Edwards-Managing Partner </li></ul><ul><ul><li>- Strategic Relationship Manager </li></ul></ul><ul><ul><li>- Founder of TL 2002 </li></ul></ul><ul><ul><li>- Founder of Web Analytics Association </li></ul></ul><ul><li>TK Kristiansen-VP, Customer Services </li></ul><ul><ul><li>- Consulting Practice Leader </li></ul></ul><ul><ul><li>- Analytics Specialist since 2004 </li></ul></ul><ul><li>Mike Powe - Senior Specialist </li></ul>Technology Leaders: &quot;Driving Web Success&quot;
    14. 14. Technology Leaders: &quot;Driving Web Success&quot; TL’s Key Partnerships <ul><li>Omniture </li></ul><ul><li>WebTrends </li></ul><ul><li>Google Analytics </li></ul><ul><li>ExactTarget </li></ul><ul><li>Gomez </li></ul><ul><li>TagMan </li></ul>Technology Leaders: &quot;Driving Web Success&quot; <ul><li>Eightfold Logic </li></ul><ul><li>SlingshotSEO </li></ul>
    15. 15. Technology Leaders: &quot;Driving Web Success&quot; Technology Leaders <ul><ul><li>The world’s most experienced web analytics consulting company </li></ul></ul><ul><ul><li>A history of optimizing web analytics for the enterprise </li></ul></ul><ul><ul><li>Key partnerships across the analytics spectrum </li></ul></ul><ul><ul><li>100% focus on web analytics </li></ul></ul>Technology Leaders: &quot;Driving Web Success&quot;
    16. 16. Technology Leaders: &quot;Driving Web Success&quot; Andrew Edwards [email_address] Phone: (212) 808-3058 Web: www.technologyleaders.com Thank You! For additional information, please contact. . . Technology Leaders: &quot;Driving Web Success&quot;

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