July 6 2010 web analytics

Jul 6, 20101 like219 views

Web analytics measures website performance and marketing/advertising efforts using key performance indicators (KPIs) such as number of visitors, conversion rate, revenue, and subscriber growth. Common goals for marketing sites include e-commerce, lead generation, and advertising. Effective web analytics involves acquiring visitors, measuring interactions, analyzing results, and testing improvements (AMAT framework). Key KPIs for e-commerce sites include visitor volume, conversion rate, order value, and ROI. Marketer KPIs measure marketing performance metrics like visits and conversions by medium and campaign.

WEB ANALYTICS
July 6, 2010
NYU Internet Marketing Strategies

Tuesday, July 6, 2010

Goal of Most Marketing Sites

E-Commerce - Amazon, Sephora, Buy.com, Screenstyle

Lead Generation - Insurance, Service Companies, Real Estate

Advertising - YouTube, CollegeHumor.com, HuffingtonPost.com

Tuesday, July 6, 2010

Web Analytics

Web Analytics Measures the Performance of Your Website and all
Online (and perhaps Offline) Marketing and Advertising Efforts

We Measure the Website using KPIs. Key Performance
Indicators.

Tuesday, July 6, 2010

AMAT

ACQUIRE VISITORS

MEASURE INTERACTIONS

ANALYZE RESULTS

TEST IMPROVEMENTS

Tuesday, July 6, 2010

Conversions
3% Example

Visitors = Potential Conversions

Non-Bouncing Visitors Bounced Visits

3% Abandoned

Tuesday, July 6, 2010

Enterprise Leaders

Omniture

Unica

Coremetrics

Tuesday, July 6, 2010

Small to Midsize Businesses

WebTrends (also Enterprise player)

Google Analytics

Yahoo! Analytics (formerly Index Tools)

ClickTracks

Tuesday, July 6, 2010

Things that Can Go Wrong
Code Installed Incorrectly One IP address for multiple
persons
Firewalls can block tags
Robots can multiply figures
Some tags only measure when
pages are requested and not Cookies Expire (long
when activities are completed. purchase cycle business is
skewed)
Corporate sites block cookies

Same visitor logs in from
multiple computers

Tuesday, July 6, 2010

E-Commerce KPI
(How does website perform?)
Visitor Volume New Customer on First Visit
Index
Average Conversion Rate

Average Order Value

Average Per Visit Value

Average ROI

% Revenue from New Visitors

Tuesday, July 6, 2010

Marketer KPI
(How does marketing perform?)
% Visits by Medium Type Average ROI by Campaign
Type
% Goal Conversion Rate by
Medium Type % New vs. Returning Visitors

% Visits by Campaign Type % New vs. Returning
Customers
%Goal Conversion by
Campaign Type

Goal Conversion Index by
Campaign

Tuesday, July 6, 2010

Web analytics measures the performance of websites and marketing efforts using key performance indicators (KPIs) such as number of visitors, conversion rate, revenue, and subscriber growth. Common goals for marketing sites include e-commerce, lead generation, and advertising. Setting targets for KPIs allows marketers to define goals, calculate return on investment, average order value, and lifetime customer value to determine costs per action and conversion rates. Regular analysis is needed to test improvements and maximize results.

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July 6 2010 web analytics

1. WEB ANALYTICS July 6, 2010 NYU Internet Marketing Strategies Tuesday, July 6, 2010

2. Goal of Most Marketing Sites E-Commerce - Amazon, Sephora, Buy.com, Screenstyle Lead Generation - Insurance, Service Companies, Real Estate Advertising - YouTube, CollegeHumor.com, HuffingtonPost.com Tuesday, July 6, 2010

3. Web Analytics Web Analytics Measures the Performance of Your Website and all Online (and perhaps Offline) Marketing and Advertising Efforts We Measure the Website using KPIs. Key Performance Indicators. Tuesday, July 6, 2010

4. Key Performance Indicators (KPI) Increasing Number of Visitors Higher Conversion Rate (Transactions/Visitors) Increasing Revenue Increasing Number of Subscribers to Newsletter Increasing Number of Demo Downloads Tuesday, July 6, 2010

5. Define your goals I want to get more __________ Sales Leads Email signups Phone Calls Viewers Tuesday, July 6, 2010

6. AMAT ACQUIRE VISITORS MEASURE INTERACTIONS ANALYZE RESULTS TEST IMPROVEMENTS Tuesday, July 6, 2010

7. Conversions 3% Example Visitors = Potential Conversions Non-Bouncing Visitors Bounced Visits 3% Abandoned Tuesday, July 6, 2010

8. Enterprise Leaders Omniture Unica Coremetrics Tuesday, July 6, 2010

9. Small to Midsize Businesses WebTrends (also Enterprise player) Google Analytics Yahoo! Analytics (formerly Index Tools) ClickTracks Tuesday, July 6, 2010

10. Things that Can Go Wrong Code Installed Incorrectly One IP address for multiple persons Firewalls can block tags Robots can multiply figures Some tags only measure when pages are requested and not Cookies Expire (long when activities are completed. purchase cycle business is skewed) Corporate sites block cookies Same visitor logs in from multiple computers Tuesday, July 6, 2010

11. E-Commerce KPI (How does website perform?) Visitor Volume New Customer on First Visit Index Average Conversion Rate Average Order Value Average Per Visit Value Average ROI % Revenue from New Visitors Tuesday, July 6, 2010

12. Marketer KPI (How does marketing perform?) % Visits by Medium Type Average ROI by Campaign Type % Goal Conversion Rate by Medium Type % New vs. Returning Visitors % Visits by Campaign Type % New vs. Returning Customers %Goal Conversion by Campaign Type Goal Conversion Index by Campaign Tuesday, July 6, 2010

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July 6 2010 web analytics

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