Quality vs. QuantityZen and the Art of Web Analytics

What’s a Conversion in Web Analytics?

Video ViewPDF/White Paper Download

Compare FeatureRetail Location Lookup

Retail Location DirectionsCoupon Download

Lead Gen Form Completion

eCommerce CheckoutRetail Purchase

Customer ReviewSocial Share

WEB VISIT BEHAVIORSALES & MARKETING FUNNEL

AWARENESS

CONSIDERATION

PURCHASE

ADVOCACY

Join the conversation: #MarketingMile13

Traditional Analytics

SOURCES

Where are your visitors coming from? PPC? Display Ads?

Organic Search?

BOUNCE RATE

What’s the rate at which people come to your site, view a page

and then leave?

ENGAGEMENT

What pages, assets or items of content

are your visitors engaging with?

Join the conversation: #MarketingMile13

TIME ON SITE

How long are your visitors spending on your site? Individual

pages?

00:00WWW

Return on Advertising Spend(ROAS) or Return on Conversion

Join the conversation: #MarketingMile13

PAID

EARNED

OWNED

ROAS = Dollars Earned / Dollars Spent

Flaws of Traditional Analytical Tools

Focus on Quantity

Ignore High Value (Quality) Behaviors

Join the conversation: #MarketingMile13

Real-Time Data & Configurable Dashboards

What’s in it for theBRAND?Content creation

Reach new audiences w/trusted, branded content

Trusted source for insights and feedback

Promote / Defend Brand

Join the conversation: #MarketingMile13

Qualified Visits

Join the conversation: #MarketingMile13

WHAT DETERMINES

A QUALIFI

ED VISIT?

Identification and quantification of the

common behaviors that occur just before

conversion

BEAUTY

TRAVEL

RETAIL

CONSUMER ELECTRONICS

FINANCIAL SERVICES

Optimizing For Qualified Visits

Evaluation of relationships

between Quality Visits and

Conversions

Test and Learn

Optimal Utilization of Paid Media

Creation of a feedback loop REAL-TIME

DATA

RELATIONSHIPS

TRAFFICSOURCES

EVOLUTION

Join the conversation: #MarketingMile13

Predicting Behavior

Join the conversation: #MarketingMile13

BEHAVIORPREDICTORS

TRIGGEREDRESPONSE

The Role of Marketing

Join the conversation: #MarketingMile13

PUSH

More users to qualify

themselves

PULL

More users to the site

via lookalike targets

What You’ll Need to Get Started

Infrastructure and Tools

Testing/Optimization

Optimizely

ClickTail

On-Site Survey

Web Analytics

Google Analytics

Adobe Analytics

Core Metrics

Web Trends

Tag Management

Google Tag Manager

Tealium

Adobe Tag Manager

Signal

Join the conversation: #MarketingMile13

Q&A

Mark BurrSVP, Pistonlinkedin.com/in/markburr

Jason MethnerSenior Director Analytics, Pistonlinkedin.com/in/jasonmethner

www.lws.co/mile13Register for our next “Marketing at Mile 13” webcast:

Marketing at Mile 13 - Webcast Series