online marketing & web analytics

8/6/2019 Online Marketing & Web Analytics

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On-line Marketing

&

Web Analytics

Kripa

On-line Marketing


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Overview

Importance of Online-Marketing Size of Internet

What is Online Marketing

ImportanceWhat / How to Measureonline success ?

SMO Buzz In Onlinemarketing

Overall MeasurementMetrics

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Web Analytics : AnOverviewWeb Analytics &Importance

Data Collection Model Competitive Analysis

Log Vs Page tagging

Tools & Market Share

Call Center CaseS

tudy[General Discussion]

What all we will discuss?


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Some Interesting Facts

There are more addresses than there are people on Earth.The current global population stands at more than 6.7 billion.

There are about 150 web addresses per person in the world.

If you spent just one minute reading every website inexistence, youd be kept busy for 31,000 years. Without any

sleep. 28.9% percent of total time spent online in India was spenton Google Sites,

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How it mattersto me ?


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What is On-Line Marketing ?

Marketing your products using Internet

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Shall I Continue withmy Traditional

Marketing

E-MailMarketing

ViralMarketing

AffiliateMarketing

BannerMarketing

SEMMarketing

Organic Paid


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On-Line Marketing Importance

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Hey I want to answerit...

I wake up early in themorning and check

my Paypal


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What to track ?

Word of Mouth

Brand Awareness

Phone Call

New

Customer

Repeat

Customer

Purchase

Offline Brand Awareness Offline Marketing Activity


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How marketers are using Social Mediato grew there business?

Social media marketing is a term thatdescribes the act of using social networks,online communities, blogs, wikis or any

other collaborative Internet form of mediafor marketing, sales, public relations andcustomer service. [Wiki]


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Benefits


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Sample Metrics for any Online-Campaign

Email

Social Media

SEO

Affiliate

Paid Search

Links


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What is web Analytics & its Importance?

You cant manage w

hat you cantmeasure

| Online Measurement and Strategy Report 2009 || 11

monitoring how visitors are using different pagesand features on your website.

Historically, web analytics has been seen as a prettydry affair that involves trawling through masses ofdata. But now it is a lot different the software has

become less complex and businesses have becomemore adept at using it. Companies took majordecisions on it soanalytics = business intelligence.


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Data Collection Model

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User- Centric Web- Centric Network - Centric

Page TaggingLog File Web Beacons

Packet Sniffing


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Competitive Analysis Tools

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Log File vs Page Tagging

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Log File Advantages Page TaggingDisadvantage

Page Tagging Advantage Log FileDisadvantage

Log File is a server side solution1. Analysis of Historical Data is Possible2. It record for search engine spider visit3. It contain an information for all failedvisit by the user or page error. (i.e 404, 401Error) its good.4. No Firewall Issue5. Its vendor Independent6. Log file can track non-HTML page also(i.e PDF, DOC)7.The good news is that log files compressvery nicelytypically with over a 90%Compression ratio. Most log file analyzersare capable of decompressing log files,Analyzing the data, and recompressingthem, but this tends to be a very slowprocess.

(Net Tracker overcomes this limitation byreading directly from compressed log filesWithout having to decompress them first.)This approach saves quite a bit of time anddisk space when compared to analyzinguncompressed log files.)

1. You cannot analysishistorical data2. It doesn't record searchengine spider visit.3. it doesnt gives usfailed visit information.4. Firewall on the clientside can stop the scriptprocessing.5. If we change thevendor we need to changethe script tag on all thepages. Suppose we areusing the Net tracker thistime and if we change thevendor then we need tochange the code also.6. It cannot Track non-

HTML Page(i.e PDF,DOC)

In page tagging we place a codeusually JavaScript on each pageof the site and is sometimesreferred to as client-side datacollection. Every time a taggedpage is opened by a visitorsbrowser the script is processedand visitor informationcollected.page tagging is a client sidesolution1. Page tagging give us theinformation on browserversions, platform versions,screen resolution, connectionspeed.And while it is true that pagetagging solutions provide

information about screenresolution that is normallyunavailable to log analyzers2. It provide information almostReal time

1.It doesnt give usthe real time data.2.People aresometimesconcerned aboutlog-file-basedsolutions due to thesize of the log files.Medium-sized Websites can generatetens of megabytesof log files eachday, while largeWeb sites cangenerate hundredsof megabytes, oreven gigabytes, oflog files each day.


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| Course Title| 15

Web analytics tools & MarketShare


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Use of Google Analytics

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23%

57%

20%

We use Google Analyticsexclusively

We use Google Analytics but notexclusively

We do not use Google Analytics

2009

results

Change since 2008

+9%

+5%

-14%

+


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Main analytics tool used (other than GA)

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42%

19%

7%

6%

6%


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Questions ?

Call Center Case Study General Discussion


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Topics we will Cover

Online Marketing & Social Media Marketing [3 hrs]

Over view ofSocial Media Marketing

Social Media Tricks

- Social Media Marketing for branding

- Social Media Marketing for TrafficA defined Strategy

How to Measure Social Media Efforts?

Social Media Industry Report


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. Overview ofWeb Analytics [4hrs]

a) Key concepts including analytics, key terms and how they are used

b) Key Performance Indicators (KPIs), why they are important , examples

of common KPIs along with an explanation of what makes them great metrics

for understanding the success of our objectives.

c) How to develop KPIs that is aligned with our business objectives

d) What is JavaScript tagging & Log file tagging

e) Process of Tracking the website

f) Campaign analysis (External and Internal)

g) Internal Site Search2. Data Interpretation :[4 hrs]

a) Understanding metrics .e.g Traffic metric, visitor metrics, page level

metrics, campaign metrics.

b) Ad-Hoc Analysis : Process of Ad-hoc analysis

c) Using Statistical techniques in web analyticsd) Reporting : Best practices for reporting data to client

e) Multi variant Testing / A/B testing

f) Behavioral Targeting

g) Insights from Web Analytics point-of-view - Roadmap to Insights

h) Qualitative Web Analytics

i 2 Anal sis Case studies

online marketing & web analytics

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