Website Data Analysis at Integrated Marketing Symposium
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2012 Integration Symposium
Website Data Analysis
Peter Howley, PrincipalEmpirical Path
[email protected]@EmpiricalPath505-856-6131
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‣Introduction ‣Status Quo‣Count Conversions‣Segment Audiences‣Share Insights
Agenda
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About Us
Web analytics, market research and campaign measurement
Founded in Washington DC in 2002
Atlanta, NM and DC offices Founder led web analytics
at washingtonpost.com Google Analytics Certified
Partner Webtrends Agency
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Why Measure?
Defend digital investment
Compare online to offline
Right-size digital investment
Re-allocate budget to most valuable activities
Celebrate and reward successes
Learn from mistakes
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Status Quo
Reports with little context that measure only how many people entered the funnel: Impressions Visits Unique visitors Friends Followers
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Measure how many times they complete the funnel (& achieve campaign goal): Purchases Social shares Email signups Contacts via form &
phone File downloads Video views
Count Conversions
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Conversions: Sharing
Only cumulative share
data
Only cumulative share data
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Conversions: Report
NOTE: All data disguised
NOTE: All data disguised
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Conversions: Offer
Main Domain
Vendor Domain
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Conversions: Every Report
NOTE: All data disguised
NOTE: All data disguised
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Show all, new, returning, or
campaign, etc. visits
Conversions: Funnel Report
NOTE: All data disguised
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Segment Audiences
Measure conversion rate for each key segment of visitors. Traffic source (PPC, email,
SEO) Geography Loyalty (new, returning) Answers to survey
questions Content interest Prior purchase
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Unique content for
each audience
Segments: Visitor Type
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Row for each
segment…in any report
Conversion rates for multiple
goals
Segments: Visitor Type Reporting
NOTE: All data disguised
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Segments: Ad Campaigns
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Segments: Social Campaigns
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Segments: Partner Campaigns
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Segments: Campaign Tagging
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1 row for each link or set of links worth
tracking
Ties in other analytics
tools
Tells analytics which channel
worked
Segments: Campaign Tagging
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RevenueOther Conversions
Segments: Campaign Reporting
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Segments: Campaign Attribution
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Segments: Campaign Attribution
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Share Insights
Get analytics reports, findings & recommendations to decision-makers Build useful dashboards Email reports automatically Update spreadsheets
automatically Try out mobile apps Display real-time metrics Integrate with other data
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Web Analytics Dashboard
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Auto-emailed Report
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Mobile Apps
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Real-time Displays
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Real-time Displays
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Real-time Displays
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Auto-updated Excel
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Auto-updated Google doc
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3rd-party Dashboard
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Business Intelligence Tool
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Thank you
Questions now?Questions later: [email protected] @EmpiricalPath or
@phowley99 Facebook.com/
EmpiricalPath +Empirical Path Page