Improving Marketing ROI With Web Analytics

Charlotte AMA Featured Presentation

Web Analytics Defined

Review Web Analytics Solutions

Improving ROI

Getting Started

Introductions

� WebsiteBiz is a Results-Driven Interactive Marketing Agency• Founded in 1997

• Headquartered in Charlotte, NC

• 51st Fastest Growing Marketing Firm by Inc. Magazine

• Diverse Client List:

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What is Web Analytics?

�Web Analytics: A process for collecting data,

conducting analysis, and reporting Web site

activity and results.


Why Web Analytics?


Why Web Analytics?

“Firms use web analytics to optimizeoptimize

customer experience and marketing”


Who Is Your Customer?


What Can We Track?

�Things like…

• How People arrive at a website

• How they navigate a website

• How they find information on a website

• How they value website content

• How they respond to calls-to-action


How Do We Track?


�We need web analytics tools to help:

1. Understand what customers do online

2. Find opportunities

3. Drive customer experience and marketing


Changing Marketing Landscape


Changing Marketing Landscape

�The Web Analytics market is maturing:

• Since 1995 vendors consolidating and expanding

• Demand and Sales are at record levels

• Fewer executives are asking “What is web analytics?”

• More are asking “How can we leverage Web analytics

to make better business decisions?”


Choosing a Web Analytics Solution

� All Web analytics solutions collect data and generate reports.

� But that’s where the similarities end:

• Diverse data collection and reporting

• Add-ons to base products

• Confusing pricing models

Agenda

�Web Analytics Defined

� Leading Web Analytics Solutions

�Getting Started

�Case Study

�Q & A




Source: Forrester Wave Web Analytics – Q3 2007

Web Analytics Solutions

� Strongest Performer

� Powerful and flexible

�Deep data analysis and segmentation

� Excellent 3rd party application integration

� Best suited for medium and large organizations

� Pricing based on page views


Source: JupiterResearch Executive Survey 2007




�What’s New?

• Video Measurement

• Web 2.0 - RSS Feeds, Blogs, Streaming Media

• “One-minute distribution of dashboard reports”


� Largest Market Share

� Powerful and Flexible

�Advanced segmentation and analysis tools

�More upfront work to implement

�Need internal resource to manage and maintain

� Best for medium to large enterprises

� Pricing based on page views






�What’s New?

○ Web 2.0 Reports – RSS Feeds, Blogs, Streaming Media

○ Drag & Drop to create ROI calculations


� Strong Market Share

�Considered a Contender

� Streamlined and Simple Interface

� Integrates nicely with Adwords

� Limited customization and advanced tracking

� Best for small businesses

� Price is Right = Free!






�What’s New?

○ Updated Visual Interface

○ Competitive Benchmarking

Agenda

�Web Analytics Defined

� Leading Web Analytics Solutions

�Getting Started

�Case Study

�Q & A


“# 1 obstacle to successful Web analytics

is figuring out how to take action

from the data collected.”


Source: Forrester Research Executive Survey 2007

Become an Action Hero!

Getting Started

� 5 Steps to Effective Web Analytics:

1. Measure

2. Report

3. Analyze

4. Optimize

5. Innovate


� Establish What You Will Measure

• Determine the type of site you have

• Determine your business objectives

• Define Your Key Performance Indicators (KPI’s)


Measure

Determine Your Site’s Purpose

� Basic Site Categories

• Ecommerce

• Content and Advertising

• Lead Generation

• Customer Support


Defining Key Performance Indicators

�Typical KPI’s

• Page Views

• Visits and Unique Visitors

• Orders and Revenue

• Conversion Rate

• Leads and Cost-Per-Lead

• Registrations, Newsletter Sign-ups


Mastering the 5 Steps

� Optimize and Innovate:

• Take calculated risks

• Decisions based data

• Integrate tactics

• Reward top visitors

• Provide incentive to challenging visitors


Web Analytics Resources


�Useful Industry Sites

• www.marketerinsight.com

• www.WebAnalyticsDemystified.com

• www.WebAnalyticsAssociation.org

� Vendor Blogs

• Analytics.blogspot.com

• Blogs.omniture.com/author/mbelkin/

• Webtrends.com/Resources/ExpertWebcasts.aspx

Questions?


Kyle BumgardnerDirector of Business [email protected]

WebsiteBiz: An Interactive Agency1713 Cleveland Ave.

Charlotte, NC 28203

o. 704.338.1727

c. 704.813.4636

www.WebsiteBiz.com

www.MarketerInsight.com

Improving Marketing ROI With Web Analytics

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