WEB ANALYTICS#heartbeat for your online Marketing

WEB ANALYTICS#heartbeat for your online Marketing

WHY ?

Online Strategy

Business Intelligence

Web Analytics drives Online Marketing, like a conductor leads his orchestra.

Business Intelligence Manager

steve.deveirman@bseen.bewww.Netlash-bSeen.bewww.Twitter.com/stevedv

tekst

in the past ... it was easy #2000

Measure & Know !

Measure & Optimize your Business

with Key Performance Indicators

Online Parameters that can be measured and evaluated

KPIs make the process visible, that leads to a pre-defined business objective

different in every type of business and website

KPI = the steps to a goal

a KPI Model• Market (reach, competition, benchmarks, trends, ...)

• Attraction (#UV, lead generation, channels, ...)

• Retention (pv/V, tos, bounce rate)

• Behaviour (top content, relevancy)

• Loyalty (returning prospects & clients)

• Conversion (subscriptions, contacts, registrations)

3% conversion = 97% unused potential

...

“KPI IS NOT THE GOAL”How do we translate KPI’s to a plan ?

THE DATA THAT DRIVES OUR DECISIONS

Web Analytics User Experience

behavioral attitudinal

quantitative qualitative

high fidelity artificial

high volume high quality

This data is about WHAT This data is about WHY

Web Analytics User Experience

behavioral attitudinal

quantitative qualitative

high fidelity artificial

high volume high quality

This data is about WHAT This data is about WHY

Web Analytics User Experience

behavioral attitudinal

quantitative qualitative

high fidelity artificial

high volume high quality

This data is about WHAT This data is about WHY

Web Analytics User Experience

behavioral attitudinal

quantitative qualitative

high fidelity artificial

high volume high quality

This data is about WHAT This data is about WHY

Web Analytics User Experience

behavioral attitudinal

quantitative qualitative

high fidelity artificial

high volume high quality

This data is about WHAT This data is about WHY

Web Analytics User Experience

behavioral attitudinal

quantitative qualitative

high fidelity artificial

high volume high quality

This data is about WHAT This data is about WHY

TOOLS

• Value Goals + QSF’s• Segments & custom reports• Unique visit metric• Mobile tracking• Custom Labels • Advanced tabelling (pivoting)• Advanced filtering• many, many, many, many more ...

The WA Basics

marcomgastcollege@gmail.commarcom#01

1. Netto Data Set

2. Campaign Tracking

3. E-commerce

4. Segmentation

5. Actionable Analytics

Netto Data Set

Profiles & Filters

• implement the new GAsync code

• re-publish the extra speed & social code line

• all domains in 1 GATC #corporateXL

• profiles & filters

• user rights & ownership

• exclude internal IP !

• 3th party agencies

• Offline bureaus ?

• Sub domains / directories

• Exlude Virtual pageviews

• Rawdata profile | MASTER profile• Separate Profiles for segment• ‘cpc’ only• limited geography

Campaign Tracking

Campaigntracking

Tag all your online campaigns & online media !GA = 360° online marketing monitor

Medium ?Source ?Link ?Message ?Format ?Colour ?

... AB test !

E-Commerce

Why Track E-commerce ?

• combine visit behaviour and E-shop data

• optimize campaigns & actions based on $$$

• drive your website content to the best sellers

• Back-end = Sales / E-commerce = Marketing

Segmentation

Segmentationlook at segmented data in stead of creating averages ...

Why use advanced segments ?

• Isolate and analyze subsets of your traffic post-data capture• Compare segments and key performance metrics side by side • Analyze your traffic with predefined or customized segments• Use on historical data.• Available in all accounts and profiles.

Actionable Analytics

Goals & Funnels

• make the ‘interaction’ measurable

• goals = quality

• investigate the drop-outs

• look for site entries with the highest conversion%

leaving the funnel

defined Goal

entering the

funnel

Analytics Right Now

How long can you wait to analyse your actions ?

4 keys :

• speed = 1 to 2 seconds• Great UI• Same tag• Free

go to www.netlash.com/kul

RESOURCES#let us help your business

Conclusion

• The Web is Measurable

• Use your data, it’s your audience

• Think Small Act Big

• Data is Free

• Convince your HIPPO

TODO Business Intelligence

• GA Advanced Tagging

• Segmentation & Profiles

• Channel Attribution #utmtagging

• Web Analytics Audit #findquickwins

• Conversion optimization & monitoring

Business Intelligence can help you to

market your platform generate & engage only profitable vistors

QUESTIONS ?

Thank You

steve.deveirman@bseen.be www.Netlash-bSeen.be www.Twitter.com/stevedv