webanalytics, sanoma’s practical how to guide yves ferket, sanoma magazines belgium tom cuylaerts,...
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Webanalytics, Sanoma’s practical how to guide
Yves Ferket, Sanoma Magazines Belgium
Tom Cuylaerts, Edge.be
Customer First 06
About Edge.be
• Started in 1996
• Web architects
• Boutique: team of 10 passionate individuals
• No nonsense approach, pragmatic, focus on ROI
• Specialities– database driven web applications (cms, communities, shop, …)– RIA’s (Rich internet applications)– Web analytics
• Clients: Kinepolis, Sanoma, Pioneer Europe, Amnesty International, Zita Swoon,…
• Partners: Websidestory, Adobe, Oracle
About Edge.be
About Yves Ferket
About Sanoma Magazines
Why Web Analytics and Usability?
Early Web analytics vs. Current techniques
Web Analytics Recipe
About Dashboards...
Reporting versus analysis
Global redesign or small incremental changes?
People versus tools
Active segmentation
Campaigns
The Marketer’s wet dream
Recommendations
Resources
About Yves Ferket
• 1995: Im@gic; De “zevende krant”vh Het Volk, Coca Cola,…
• 1996: Edge.be; Oracle, Kinepolis Group, Samsonite, Planet Internet, P-magazine, …
• 2000-2004: Planet Internet Portal; Sport24.be; Annet.be; Mine.be; Spelletjesgarnaal.be; MissInternet.be
• 2000: Viewlab; Usability researchlabo with Eyetracking technology
• 2003: www.NoDesktopHero.be
• 2004: Telenet; E-care manager Telenet’s customer help-site & selfservice tools
• 2006: Sanoma Magazines; Freelance Internet Consultant
About Edge.be
About Yves Ferket
About Sanoma Magazines
Why Web Analytics and Usability?
Early Web analytics vs. Current techniques
Web Analytics Recipe
About Dashboards...
Reporting versus analysis
Global redesign or small incremental changes?
People versus tools
Active segmentation
Campaigns
The Marketer’s wet dream
Recommendations
Resources
About Sanoma Magazines
• Magazine sites
• Site Only
> 965.110 Unique visitors/ month ; 22.634.944 Pageviews*
* Cim figures Augustus 2006
About Edge.be
About Yves Ferket
About Sanoma Magazines
Why Web Analytics and Usability?
Early Web analytics vs. Current techniques
Web Analytics Recipe
About Dashboards...
Reporting versus analysis
Global redesign or small incremental changes?
People versus tools
Active segmentation
Campaigns
The Marketer’s wet dream
Recommendations
Resources
Why Web Analytics and Usability?
…from “design to please” to “surf with ease”+ 65.000 unique visitors/day+ 30.000 pages redesigned (no cms, only search and replace)
+ 65 comments:> 5: super! = relatives & friends> 60: where is this feature, I can't find...
Start to measure surf behaviour
About Edge.be
About Yves Ferket
About Sanoma Magazines
Why Web Analytics and Usability?
Early Web analytics vs. Current techniques
Web Analytics Recipe
About Dashboards...
Reporting versus analysis
Global redesign or small incremental changes?
People versus tools
Active segmentation
Campaigns
The Marketer’s wet dream
Recommendations
Resources
Early Web analytics vs. Current techniques
+ click path “heat map”+ manual work+/- 10 man days
+ real-time HBX “heat map”+ Instant view+ Real time site data
About Edge.be
About Yves Ferket
About Sanoma Magazines
Why Web Analytics and Usability?
Early Web analytics vs. Current techniques
Web Analytics Recipe
About Dashboards...
Reporting versus analysis
Global redesign or small incremental changes?
People versus tools
Active segmentation
Campaigns
The Marketer’s wet dream
Recommendations
Resources
Web Analytics Recipe
Measure = knowledge…but what do you want to know?A good knowledge recipe:
• Start with: goals and KPI’s– Is it a Content site? Sales site? Shopping Site?…List clearly the objectives from your site– Any KPI that, when it changes , does not inspire someone to send an email, pick up the phone is not
a KPI worth reporting.”
• Translate objectives in “measurable items”– # Visitors on subscription page– # %surfers leaving a form– Use percentages & ratios
• Add “Trending” :– Measure change : What is working this month vs. previous month? Plan for next month– Do changes or actions have any effect…don’t add tools without measuring their effect
• Get Marketing/Management buy in– Add a “€” kpi
• Create a Dashboard– For a quick overview; so everybody uses your data
About Edge.be
About Yves Ferket
About Sanoma Magazines
Why Web Analytics and Usability?
Early Web analytics vs. Current techniques
Web Analytics Recipe
About Dashboards...
Reporting versus analysis
Global redesign or small incremental changes?
People versus tools
Active segmentation
Campaigns
The Marketer’s wet dream
Recommendations
Resources
About Dashboards…
+ A good dashboard is for warnings only…… you should focus on the road ahead!
About Edge.be
About Yves Ferket
About Sanoma Magazines
Why Web Analytics and Usability?
Early Web analytics vs. Current techniques
Web Analytics Recipe
About Dashboards...
Reporting versus analysis
Global redesign or small incremental changes?
People versus tools
Active segmentation
Campaigns
The Marketer’s wet dream
Recommendations
Resources
About Dashboards…About Edge.be
About Yves Ferket
About Sanoma Magazines
Why Web Analytics and Usability?
Early Web analytics vs. Current techniques
Web Analytics Recipe
About Dashboards...
Reporting versus analysis
Global redesign or small incremental changes?
People versus tools
Active segmentation
Campaigns
The Marketer’s wet dream
Recommendations
Resources
Reporting versus analysis
• Reporting: delivery of data
• Analysis: delivery of insights
• 80/20 rule: senior analyst 80% analysis– 20% of analysis, alternative reports
• No action: both useless
• Don’t spam users with endless reports
About Edge.be
About Yves Ferket
About Sanoma Magazines
Why Web Analytics and Usability?
Early Web analytics vs. Current techniques
Web Analytics Recipe
About Dashboards...
Reporting versus analysis
Global redesign or small incremental changes?
People versus tools
Active segmentation
Campaigns
The Marketer’s wet dream
Recommendations
Resources
Global redesign or small incremental changes?
• Test what works: only possible with small incremental changes
• A/B testing
• Active viewing
About Edge.be
About Yves Ferket
About Sanoma Magazines
Why Web Analytics and Usability?
Early Web analytics vs. Current techniques
Web Analytics Recipe
About Dashboards...
Reporting versus analysis
Global redesign or small incremental changes?
People versus tools
Active segmentation
Campaigns
The Marketer’s wet dream
Recommendations
Resources
People versus tools
• Tools only give data, people give insight
• Ideal profile: analyst with experience in direct marketing – Nerd alert
• Tools can help to make discussions less personal– « We prefer a nice visual as a button, a text link is so ugly »– Hippo’s decide (highest paid person’s opinion)– Let the visitor’s behaviour decide
About Edge.be
About Yves Ferket
About Sanoma Magazines
Why Web Analytics and Usability?
Early Web analytics vs. Current techniques
Web Analytics Recipe
About Dashboards...
Reporting versus analysis
Global redesign or small incremental changes?
People versus tools
Active segmentation
Campaigns
The Marketer’s wet dream
Recommendations
Resources
People versus tools: make it less personalAbout Edge.be
About Yves Ferket
About Sanoma Magazines
Why Web Analytics and Usability?
Early Web analytics vs. Current techniques
Web Analytics Recipe
About Dashboards...
Reporting versus analysis
Global redesign or small incremental changes?
People versus tools
Active segmentation
Campaigns
The Marketer’s wet dream
Recommendations
Resources
Active segmentationAbout Edge.be
About Yves Ferket
About Sanoma Magazines
Why Web Analytics and Usability?
Early Web analytics vs. Current techniques
Web Analytics Recipe
About Dashboards...
Reporting versus analysis
Global redesign or small incremental changes?
People versus tools
Active segmentation
Campaigns
The Marketer’s wet dream
Recommendations
Resources
• Subscribers• People who bought last month coming from organic search terms in Google• Members that buy•…
CampaignsAbout Edge.be
About Yves Ferket
About Sanoma Magazines
Why Web Analytics and Usability?
Early Web analytics vs. Current techniques
Web Analytics Recipe
About Dashboards...
Reporting versus analysis
Global redesign or small incremental changes?
People versus tools
Active segmentation
Campaigns
The Marketer’s wet dream
Recommendations
Resources
The Marketer’s wet dreamAbout Edge.be
About Yves Ferket
About Sanoma Magazines
Why Web Analytics and Usability?
Early Web analytics vs. Current techniques
Web Analytics Recipe
About Dashboards...
Reporting versus analysis
Global redesign or small incremental changes?
People versus tools
Active segmentation
Campaigns
The Marketer’s wet dream
Recommendations
Resources
• E-commerce sliders
Recommendations
• Goals first, tools later
• Trial
• Integrated approach (no analytics island)
About Edge.be
About Yves Ferket
About Sanoma Magazines
Why Web Analytics and Usability?
Early Web analytics vs. Current techniques
Web Analytics Recipe
About Dashboards...
Reporting versus analysis
Global redesign or small incremental changes?
People versus tools
Active segmentation
Campaigns
The Marketer’s wet dream
Recommendations
Resources
Resources
• Books– Call to action– Waiting for your cat to bark– Web site measurement hacks
• Sites & blogs– http://www.kaushik.net– http://www.webanalyticsassociation.org– http://manojjasra.blogspot.com/– http://www.webanalyticsdemystified.com/– http://www.grokdotcom.com
• Tools– www.google.com/analytics/nl-NL– www.websidestory.com– www.clicktracks.com– www.webtrends.com
About Edge.be
About Yves Ferket
About Sanoma Magazines
Why Web Analytics and Usability?
Early Web analytics vs. Current techniques
Web Analytics Recipe
About Dashboards...
Reporting versus analysis
Global redesign or small incremental changes?
People versus tools
Active segmentation
Campaigns
The Marketer’s wet dream
Recommendations
Resources
More information
• Visit us for more information at Customer First 06, booth A4
• Do you want the presentation? Send an e-mail to [email protected]