using web analytics to influence business decisions
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“Using Web Analytics to Influence Business Decisions”2010 Technology Conference
What You’ll Learn
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Analytics 101
Business requirements
The data
Meet the vendors
What to do with it
Case studies
About Me
3
Chuck MurphyBoston Interactive
Founder & CEO
Engineering Degree
Pharmaceuticals
Usability
User-centric design
400+ Websites
Definition
4
Website Analytics
Definition: “Analytics” - how an entity arrives at an optimal or realistic decision based on existing data.
User Centric
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User Centric Design Before: inform on past behaviors
After: to measure our assumptions
History
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HistoryPast: Hit Counters
Current: Analytics
Future: Integrated Analytics
History
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HistoryPast: Hit Counters
Current: Analytics
Future: Integrated Analytics
History
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HistoryPast: Hit Counters
Current: Analytics
Future: Integrated Analytics
History
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HistoryPast: Hit Counters
Current: Analytics
Future: Integrated Analytics
History
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HistoryPast: Hit Counters
Current: Analytics
Future: Integrated Analytics
Things you can measure
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TechnologyYour Websites
Social Media
Video
Mobile
Blogs
Things you can measure
12
TechnologyYour Websites
Social Media
Video
Mobile
Blogs
Things you can measure
13
TechnologyYour Websites
Social Media
Video
Mobile
Blogs
Things you can measure
14
TechnologyYour Websites
Social Media
Video
Mobile
Blogs
Things you can measure
15
TechnologyYour Websites
Social Media
Video
Mobile
Blogs
How it works
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How it works
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How it works
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The business side
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AssociationsOnline & OfflineAnalytics vs. SurveysOrganizational Goals Actual User BehaviorObjectives
– Membership– Resources– Dues payments– Registrations– Conference information
What it tells us
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Analytics can tell youHow are visitors using your siteWhat actually works Vs. what you think works Is my content effectiveHow can I improve my site navigationUnexpected Insights
Analytics 101
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DashboardVisits
Visitors
Page Views
Pages
Site Usage
Traffic Source
Visitor Loyalty
Geographic sources
Search Terms
Time on Site
Bounce Rate
Analytics 101
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What it meansVisits
Visitor
Page Views
Pages
Visitors Visits Page Views Pages
0 0 0 0
Analytics 101
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What it meansVisits
Visitor
Page Views
Pages
Visitors Visits Page Views Pages
0 0 0 01 1 1 1
Analytics 101
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What it meansVisits
Visitor
Page Views
Pages
Visitors Visits Page Views Pages
0 0 0 01 1 1 12 2
Analytics 101
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What it meansVisits
Visitor
Page Views
Pages
Visitors Visits Page Views Pages
0 0 0 01 1 1 12 23 3
Analytics 101
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What it meansVisits
Visitor
Page Views
Pages
Visitors Visits Page Views Pages
0 0 0 01 1 1 12 23 34
Goals
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GoalsMapping website actions to business goals
Business Goals Pay dues online
Access resources
Community involvement
Measurement Thank you page
Time in section
# Postings
Goals
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GoalsMapping website actions to business goals
Business Goals Pay dues online
Access resources
Community involvement
Measurement Thank you page
Time in section
# Postings
Goals
29
GoalsMapping website actions to business goals
Business Goals Pay dues online
Access resources
Community involvement
Measurement Thank you page
Time in section
# Postings
Goals
30
GoalsMapping website actions to business goals
Business Goals Pay dues online
Access resources
Community involvement
Measurement Thank you page
Time in section
# Postings
Goals
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FunnelA series of pages which a visitor must pass through before reaching the conversion goal
Goals
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FunnelA series of pages which a visitor must pass through before reaching the conversion goal
Goals
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FunnelA series of pages which a visitor must pass through before reaching the conversion goal
Heuristics
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Heuristics
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Heuristics
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Heuristics
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Vendors
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VendorsGoogle Analytics
Webtrends
Crazy Egg
Visistat
Omniture
Hubspot
Vendors
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VendorsGoogle Analytics
Webtrends
Crazy Egg
Visistat
Omniture
Hubspot
Vendors
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VendorsGoogle Analytics
Webtrends
Crazy Egg
Visistat
Omniture
Hubspot
Vendors
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VendorsGoogle Analytics
Webtrends
Crazy Egg
Visistat
Omniture
Hubspot
Case Study
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Goal Increase Donations
Case Study
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Goal Increase Donations
Case Study
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Goal Increase Donations
Result18% increase in online donations
Case Study
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GoalUnderstand users preferences
Case Study
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GoalUnderstand users preferences
Case Study
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GoalUnderstand users preferences
Result300% longer site time on site
Case Study
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Goal Increase conversions to contact pages
Result38% increase in online appointments
Conclusion
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Map goals to business requirements
Automate reports
Track, Analyze, Adjust
Look for trends
Analyze data together
Chuck Murphycmurphy@bostoninteractive.com(617) 241-7977 x221Presentation: Bostoninteractive.com/nesae
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