Improving Marketing ROI With Web Analytics by Kyle Bumgardner

Who Is Your Customer?

1CONFIDENTIAL WebsiteBiz

Improving Marketing with Web Analytics

Web Analytics Defined

Leading Web Analytics Solutions

Getting Started

Case Study

Q & A


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 optimize

customer experience and marketing”


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:

• Vendors consolidating and expanding

• 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



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

“# 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


Define 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


Master the 5 Steps

Optimize and Innovate:

• Take calculated risks

• Decisions based data

• Integrate tactics

• Reward top visitors

• Provide incentive to challenging visitors


Thank You


Kyle BumgardnerDirector [email protected]

WebsiteBiz: A Digital Marketing Agency1704 East Blvd.

Charlotte, NC 28203

o. 704.338.1727

c. 704.813.4636

www.WebsiteBiz.com

www.MarketerInsight.com

mailto:[email protected]

http://www.websitebiz.com/

http://www.marketerinsight.com/

Web Analytics Resources


Useful Industry Sites

• www.WebAnalyticsDemystified.com

• www.WebAnalyticsAssociation.org

Vendor Blogs

• Analytics.blogspot.com

• Blogs.omniture.com/author/mbelkin/

• Webtrends.com/Resources/ExpertWebcasts.aspx

http://www.webanalyticsdemystified.com/

http://www.webanalyticsassociation.org/

http://analytics.blogspot.com/

http://analytics.blogspot.com/

http://blogs.omniture.com/author/mbelkin/



http://www.webtrends.com/Resources/ExpertWebcasts.aspx

Improving Marketing ROI With Web Analytics by Kyle Bumgardner

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