IS09 - Web Analytics Bootcamp
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The document discusses implementing web analytics solutions to track website visitors and conversions. It recommends Google Analytics as a free and easy-to-use tool. It provides instructions for setting up Google Analytics tracking code and explains how to interpret basic reports to understand visitors, traffic sources, popular content and conversions. The example of a graphic designer setting up analytics shows how it can help optimize his website and identify new business opportunities.
IS09 - Web Analytics Bootcamp
- 1. What’s on your mind?
- 2. Kristi may &mYles roseSenior Marketing Analysts & Web Strategists
- 3. About ideaFull-service interactive advertising agencyTop-50 agency (AdWeek & BtoB)Fortune 100 clients9 offices including Houston & SeattleOwned by MPS Group (NYSE: MPS)www.ideaii.com
- 4. WEBANALYTICSBOOTCAMPHow to hit the ground running when implementing a web analytics solution for your businessKristi May & Myles RoseSenior Marketing Analysts & Web Strategists
- 6. Web analytics triviaUS Web Analytics spending is projected to have an annual growth rate of 17% through 2014.In 2014, how much are US companies forecasted to spend on Web Analytics?
- 7. Web analytics triviaA- $109 MillionB- $1 Billion C- $479 MillionD- $953 Million
- 8. Why we’re hereWhich analytics provideris the best for my business?What are the steps I need to taketo make implementation a success?How do I use my analytics reportingto make informed decisions?
- 10. Ad tracking – the old daysAdvertisers placed ad on TVRevisions to the campaign based on the self reported viewing habits of a small sample of viewers
- 11. Ad tracking – the digital ageAdvertisers place ad onlineTrack each interaction and conversionOptimize advertising placements based on real time data and testing
- 12. How does analytics affect your business?Meet BobOwns a three person graphic design shopHas a website featuring the shop’s portfolioWould like the website to generate new businessHow can website analytics help him?
- 13. Which analytics provider is best for my business?Top players
- 14. Which analytics provider is best for my business?Mid level
- 15. Which analytics provider is best for my business?Specialty
- 16. Why use Google Analytics?Free, yet powerfulEasy to implementGet to know your visitorsAvailable to all
- 17. Getting startedHow does Bob get started with Google Analytics?
- 18. Implementing Analytics TrackingSample Tracking CodeOnce Bob signs up for an account, GA will generate the code below.Bob will copy the following code block into every web page he want to track immediately before the </body> tag. <script type="text/javascript">vargaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));</script><script type="text/javascript">try {varpageTracker = _gat._getTracker("UA-XXXXXXX-X");pageTracker._trackPageview();} catch(err) {}</script>
- 19. Is the code working?Google Analytics Tracking Code StatusWASP (Web Analytics Solution Provider)Firebug (Firefox Add-on)WASP Firefox add-on
- 20. Making sense of the reporting
- 21. Visitorsoverview reportKey metricsVisitsVisitorsTime on siteNew visits5 minute time on site average
- 22. Map overlayreportKey metricsWhere are your visitors located?Bob’s big inHouston and Dallas
- 23. Top contentreportKey metricsWhat pages are your visitors most interested in?Visitors like to see Bob’s work
- 24. Referring sitesreportKey metricsWhat sites referred visitors to your sitePeople who view Bob’s LinkedIn profile are likely to visit his website
- 25. Keywords reportKey metricsWhat keywords are driving traffic to your site?Visitors were able to find Bob’s site using the term Motion Graphics Specialist.
- 26. Ecommerceoverview reportKey metricsAre your visitors buying?Visitors are able to purchase art work from Bob’s site. This report helps Bob track visitor purchase conversions over time.
- 27. Additional reportsReport name: BenchmarkingBob vs. The CompetitionAdvanced SegmentationNew v. Returning Visitors
- 28. Purchasers v. BrowsersHappy bobBob’s website is trackingvisitors and conversionsHe’s targeted the companies that visit his siteBob has generated 3 new paid opportunities from a blog post that sent visitors to his site Bob can see that his site is converting visitors much better than his competition
- 29. Links & resourcesAnalytics providerswww.omniture.comwww.google.com/analyticswww.coremetrics.comwww.webtrends.comwww.tealeaf.comwww.clicktracks.comwww.clicktales.com
- 30. Links & resourcesTools to verify trackingwww.webanalyticssolutionprofiler.comwww.getfirebug.com
- 31. Questions & answersKristi Maykristi.may@idea.comMyles Rosemyles.rose@idea.comThank you