Web Analytics: The Value of Insight
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This document discusses how web analytics can provide valuable insight into website and event performance. It explains how analytics can track where visitors come from, how they interact with a site, and what prevents conversions. With analytics, organizations can optimize strategies, understand visitor behavior before, during and after events, and integrate digital marketing efforts. The document emphasizes using segmentation within analytics to gain a deeper understanding beyond top-level statistics.
Web Analytics: The Value of Insight
- 1. Web Analytics: The Value of Insight Presented by Iain Harper heartwooddigital.com
- 2. 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
- 3. 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
- 4. “ 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?
- 5. 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
- 6. 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
- 8. Smart, Mobile, On Location
- 11. Google Analytics in Focus
- 12. Get Access – Take Control
- 13. Get Access – Take Control
- 14. Dashboard
- 15. Visitors
- 16. New Visitors vs Returning
- 17. Landing Pages
- 19. Site Navigation
- 20. Search Engines
- 21. Google Analytics integrates with Adwords You can track other PPC and display ads too Compare performance with SEO Paid Search Tracking
- 23. Browsers
- 24. Smartphone Usage
- 25. 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
- 31. Track performance through every stage of the ticket sale funnel Including the return of a converted customer from a 3 rd party ticketing site Use segmentation for the full picture Understand where people ‘drop-out’ Test alternative layouts/processes Including funnel pages on 3 rd party sites Conversion Optimisation
- 32. 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
- 33. Goal Tracking Event Tracking Track Specific Behaviour
- 34. 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 3 rd party ticketing processes Get the value of insight… Before, during & after your event Summary
- 35. 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
- 36. Web Analytics: The Value of Insight Presented by Iain Harper heartwooddigital.com