July 6 2010 web analytics
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WEB ANALYTICS July 6, 2010 NYU Internet Marketing Strategies Tuesday, July 6, 2010
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Transcript of July 6 2010 web analytics
WEB ANALYTICSJuly 6, 2010
NYU Internet Marketing Strategies
Tuesday, July 6, 2010
Goal of Most Marketing Sites
E-Commerce - Amazon, Sephora, Buy.com, Screenstyle
Lead Generation - Insurance, Service Companies, Real Estate
Advertising - YouTube, CollegeHumor.com, HuffingtonPost.com
Tuesday, July 6, 2010
Web Analytics
Web Analytics Measures the Performance of Your Website and all Online (and perhaps Offline) Marketing and Advertising Efforts
We Measure the Website using KPIs. Key Performance Indicators.
Tuesday, July 6, 2010
Key Performance Indicators (KPI)
Increasing Number of Visitors
Higher Conversion Rate (Transactions/Visitors)
Increasing Revenue
Increasing Number of Subscribers to Newsletter
Increasing Number of Demo Downloads
Tuesday, July 6, 2010
Define your goalsI want to get more __________
SalesLeadsEmail signupsPhone CallsViewers
Tuesday, July 6, 2010
AMAT
ACQUIRE VISITORS
MEASURE INTERACTIONS
ANALYZE RESULTS
TEST IMPROVEMENTS
Tuesday, July 6, 2010
Conversions3% Example
Visitors = Potential Conversions
Bounced VisitsNon-Bouncing Visitors
Abandoned3%
Tuesday, July 6, 2010
Enterprise Leaders
Omniture
Unica
Coremetrics
Tuesday, July 6, 2010
Small to Midsize Businesses
WebTrends (also Enterprise player)
Google Analytics
Yahoo! Analytics (formerly Index Tools)
ClickTracks
Tuesday, July 6, 2010
Things that Can Go WrongCode Installed Incorrectly
Firewalls can block tags
Some tags only measure when pages are requested and not when activities are completed.
Corporate sites block cookies
Same visitor logs in from multiple computers
One IP address for multiple persons
Robots can multiply figures
Cookies Expire (long purchase cycle business is skewed)
Tuesday, July 6, 2010
E-Commerce KPI(How does website perform?)
Visitor Volume
Average Conversion Rate
Average Order Value
Average Per Visit Value
Average ROI
% Revenue from New Visitors
New Customer on First Visit Index
Tuesday, July 6, 2010
Marketer KPI(How does marketing perform?)
% Visits by Medium Type
% Goal Conversion Rate by Medium Type
% Visits by Campaign Type
%Goal Conversion by Campaign Type
Goal Conversion Index by Campaign
Average ROI by Campaign Type
% New vs. Returning Visitors
% New vs. Returning Customers
Tuesday, July 6, 2010
