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.

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Why Web Analytics?

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Why Web Analytics?

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Why Web Analytics?

“Firms use web analytics to optimizeoptimize

customer experience and marketing”

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Who Is Your Customer?

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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

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How Do We Track?

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�We need web analytics tools to help:

1. Understand what customers do online

2. Find opportunities

3. Drive customer experience and marketing

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Changing Marketing Landscape

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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?”

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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

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Choosing a Web Analytics Solution

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Choosing a Web Analytics Solution

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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

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Source: JupiterResearch Executive Survey 2007

Web Analytics Solutions

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Source: JupiterResearch Executive Survey 2007

�What’s New?

• Video Measurement

• Web 2.0 - RSS Feeds, Blogs, Streaming Media

• “One-minute distribution of dashboard reports”

Web Analytics Solutions

� 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

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Source: JupiterResearch Executive Survey 2007

Web Analytics Solutions

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Source: JupiterResearch Executive Survey 2007

�What’s New?

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

○ Drag & Drop to create ROI calculations

Web Analytics Solutions

� 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!

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Source: JupiterResearch Executive Survey 2007

Web Analytics Solutions

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Source: JupiterResearch Executive Survey 2007

�What’s New?

○ Updated Visual Interface

○ Competitive Benchmarking

Agenda

�Web Analytics Defined

� Leading Web Analytics Solutions

�Getting Started

�Case Study

�Q & A

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“# 1 obstacle to successful Web analytics

is figuring out how to take action

from the data collected.”

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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

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� Establish What You Will Measure

• Determine the type of site you have

• Determine your business objectives

• Define Your Key Performance Indicators (KPI’s)

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Measure

Determine Your Site’s Purpose

� Basic Site Categories

• Ecommerce

• Content and Advertising

• Lead Generation

• Customer Support

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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

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Mastering the 5 Steps

� Optimize and Innovate:

• Take calculated risks

• Decisions based data

• Integrate tactics

• Reward top visitors

• Provide incentive to challenging visitors

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Web Analytics Resources

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�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?

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Kyle BumgardnerDirector of Business DevelopmentKyle@WebsiteBiz.com

WebsiteBiz: An Interactive Agency1713 Cleveland Ave.

Charlotte, NC 28203

o. 704.338.1727

c. 704.813.4636

www.WebsiteBiz.com

www.MarketerInsight.com