web analytics: the value of insight
DESCRIPTION
Presentation given at the Event & Exhibiting Show, London, on 13th July 2011.TRANSCRIPT
Web Analytics:The Value of Insight
Presented byIain Harper
heartwooddigital.com
About Iain Harper
• Over 15 years in the Internet industry
• Agency and client-side
• Consults internationally on the integration of digital marketing
• Event research & organisation
• heartwooddigital.com
• linkedin.com/in/iainharper
• If you’re not already using web analytics you’ll discover why you’re missing out
• If you are using web analytics you’ll learn how to get more from it
You and your Events
• “Web Analytics supports your entire digital marketing strategy with objective insight into performance and the behaviour of your target audience”
• Data collection and analysis
• Anonymously track online interaction
• Website and Event specific
• Aggregated and generic
What is Web Analytics?
• Where do your visitors come from?
• How do they interact with your site?
• What stops them converting to customers?
• Where do they go next?
• Which campaigns are most cost-effective?
• Do other event sites perform better?
• Why?– Test and measure alternative strategies
Knowledge is Power
• Before– Ads, Search, Email, Social, PR, Ticket Sales
• During– Buzz, Interaction, Recommendations
• After– Feedback, Reviews, “Next Year…”
• Optimise event marketing– Promotion– Conversion– Engagement
The Value of Insight
Channel Integration
Smart, Mobile, On Location
Interaction & Engagement
Integrated Intelligence
Google Analytics in Focus
Get Access – Take Control
Get Access – Take Control
Dashboard
Visitors
New Visitors vs Returning
Landing Pages
Most Popular Content
Site Navigation
Search Engines
• Google Analytics integrates with Adwords
• You can track other PPC and display ads too
• Compare performance with SEO
Paid Search Tracking
Source Conversions
Browsers
Smartphone Usage
• Top-level statistics fine for barometer KPIs
• Segmentation crucial for real insight
• Compare performance by segment– Sources of visitors– Methods of access– Landing pages– Exit pages– Conversion funnels
Segment & Conquer
Segmentation: Sources
Segmentation: Exit Pages
The Critical Conversion
The Critical Conversion
The Critical Conversion
• Track performance through every stage of the ticket sale funnel– Including the return of a converted customer
from a 3rd party ticketing site
• Use segmentation for the full picture
• Understand where people ‘drop-out’
• Test alternative layouts/processes– Including funnel pages on 3rd party sites
Conversion Optimisation
• Track ‘Site Search’ usage• What are visitors searching for,
are they more engaged, do they convert better?
• Track ‘Share’ usage• Is the button prominent enough?
Track Specific Behaviour
Goal Tracking
Event Tracking
Track Specific Behaviour
• Track all your incoming & outgoing channels– Remember offline & calls
• Don’t make do with only top-level KPIs– Get direct access and use smart segmentation
• Optimise landing pages & conversion funnels– A/B test different approaches– Don’t forget 3rd party ticketing processes
• Get the value of insight…– Before, during & after your event
Summary
• Heartwood Digital• http://heartwooddigital.com
• Google Analytics• http://www.google.com/analytics
• Infinity Tracking (Call Tracking)• http://www.infinity-tracking.com
• Hitwise Competitive Intelligence• http://www.hitwise.com/uk
• Radian6 Social Media Monitoring• http://www.radian6.com
• TweetWall Pro• http://www.tweetwallpro.com
Resources
Web Analytics:The Value of Insight
Presented byIain Harper
heartwooddigital.com