What Analytics Can Do for You

Chicago SEO MeetupMeta S. Brown

http://www.metabrown.com

What Can Analytics Do for You?

• Reporting

• Basic statistical analysis

• Advanced techniques

Reporting

• How many visitors?

• When were they on the site?

• What search terms did they use?

Basic statistical analysis

• Which product offer works best?

• Does long copy convert better than long copy?

• Does a product image improve click-through?

Advanced techniques

• Does a product image have the same effect on conversion when used with short copy as it does with long copy?

• Is this transaction fraudulent?

• What are my customers saying about my brand online? Are they positive or negative?

word sense disambiguation

analytics = Google Analytics

analytics ≠ Google Analytics

Software

• Where can I get software free?• Where can I get software cheap?• How can I get a discount on software?• Can I get the student version?• Where can I get a license code for software?

• Etc., etc., etc….

Stop obsessing about software

Who am I to tell you what to do?

Meta S. Brown

• Analytics guidance

• Math and engineering

• Software industry insider

• Hands-on analyst

Real life business issues

• Which of my new customers is willing to spend a lot/only a little?

• Which add-on offers will sell the most?• How much product should I have in stock?• What keyword sequences are important to my

business?

Analytics

• Statistical analysis• Data mining• Operations research

and so on…

What’s your problem?

What’s your business problem?

Examples…

• Does the content that converts best vary with the keyword search?

• Which keywords are worth the cost of optimization?

• Are there situations where PPC or some other form of marketing is less expensive?

Examples…

• What communities are good targets for my business?

• What products should I consider offering?

• How can I spot valuable customers from the start?

Who?

• Who has done it already? Who will share?

• What can I do myself?

• When should I get help? And where?

Resources

• Government and nonprofits

• Commercial

• Internal

• Competitors

word sense disambiguation

Meet others who use analytics

• SEMPO

• American Marketing Association

• Direct Marketing Association

Meta S. Brown

http://www.metabrown.com

metabrown@metabrown.com(312) 286-6735

@metabrown312

Connect with me on LinkedIn!

Questions?

Images: FreeDigitalPhotos.net