2010 06-web-analytics example
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Web-analytics helps understand visitor / customer behavior. The deeper the knowledge is, the better results you will get. Part of the Opiskelupaikka-workshop for Helsinki Education and Research Area (06/2010).
2010 06-web-analytics example
- 1. WEB-ANALYTICS Our focus should be not on emerging techonologies but on emerging cultural practices. - Henry Jenkins, professor, Massachusetts Institue of Techonlogy MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
- 2. BACKGROUND Lasse Leponiemi, Business Leader Mediatalo Opiskelupaikka Oy lasse.leponiemi@opiskelupaikka.fi 040 7711 123 IR Visual Works Oy advisor of the board Web Analytics Association Finland member of the national board Teemu Halminen, Business development Mediatalo Opiskelupaikka Oy teemu.halminen@opiskelupaikka.fi 040 480 8080 MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
- 3. REFERENCES MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
- 4. WEB-ANALYTICS IN BUSINESS Web-analytics in brief Web-analytics can be used to make business more efficient on many different levels. The greatest challenges in the use of web-analytics are not in technical questions but in applying analysis results to developing business. 1. Break borders 2. Choose your key performance indicators MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
- 5. HOW TO IMPLEMENT? STRATEGY WORK FOR IT BE BETTER Preparation Construction Usage Development Goals KPI-setting Sales forecasting SEO + SEM & action 1. Analytics ground zero 2. Test & Play 3. Business language 4. Systemization MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
- 6. THEORY LEVEL REAN-model (Jackson 2009) REACH ENGAGE ACTIVATE NURTURE returning visits, Navigation, newsletter SEM, SEO, email, Downloads, internal actions, reffering domains, purchase, ONLNE search, additional campaigns etc subscribtions content services CRM Interviews regular Phone, free-of-charge customers, Contacts, advertising, events, brochure, additional exhibitions, PR, direct co-op with information services, OFFLIN mail, partners events CRM MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
- 7. MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
- 8. WHAT IS VALUABLE? MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
- 9. WORK FOR IT KPI-workshop and SEO/SEM Business metrics Conversion rates to sales Sales summary Sales leads The most wanted services on the site Marketing optimization Site metrics Is everything working? error pages, internal search etc. User metrics Overall customer experience Lasse Leponiemi, Mediatalo Opiskelupaikka Ltd, lasse.leponiemi@opiskelupaikka.fi, +358 40 7711 123 MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi Petri Mertanen, Naviatech Ltd, petri.mertanen@naviatech.fi, +358 400 792 616
- 10. MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
- 11. MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
- 12. Trinity strategy (Kaushik 2007) 1. BEHAVIOUR Web-analytics Segments KPI tracking SEO + SEM Encouragement Knowledge of to optimal customer behaviour experience Insight to customer experience Actionable! 2. OUTCOME 3. EXPERIENCE the amount of orders customer responses the amount of contacts win-win customer surveys Revenue situation Testing Conversion rates Lasse Leponiemi, Mediatalo Opiskelupaikka Ltd, lasse.leponiemi@opiskelupaikka.fi, +358 40 7711 123 MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi Petri Mertanen, Naviatech Ltd, petri.mertanen@naviatech.fi, +358 400 792 616
- 13. CHECKLIST University website has at least two main functions: 1) Increase applications 2) lower expences Use web-analytics and take note of these: 1. Goals and needs for web-analytics 2. Web-analytics rules on the organisational level; who does what and why 3. Remember privacy statement and policy 4. Other aspects depending on the focusgroup (eg advertising, children) MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi