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Web analytics & more

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Daniel Gudema
Daniel Gudema

Daniel Gudema gave a presentation on web analytics and internet business models. He began with an overview of web analytics tools like Google Analytics and discussed key metrics and concepts. He explained common issues with analytics data accuracy and emerging trends. Gudema also outlined popular internet business models, emphasizing monthly membership and B2B SaaS models. Finally, he promoted his startup, Take It National, and asked for any remaining questions.

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Web Analytics & More Daniel Gudema FAU, April 6, 2011
What I Am Covering TonightThe FutureMarketingExperiments!Internet BusinessModelsCool StuffWeb Lexicon GameTake It NationalThe EndAbout Me (Or How Did I Get Here?) Web Analytics 101Googe AnalyticsWeb Analytics LexiconWeb Data CollectionConversion FunnelsAccuracy IssuesTrendsSpam
About MeOriginally Engineer at Bell Atlantic Mobile. I was once a cellular traffic engineer.In 1999, went to work for abc distributing. (dot com)Website grew to 1 million visitors, 25K orders a day.Worked with Hitbox, Coremetrics, Omniture, GoogleIn 2001 cofounded Pre-Dating.com.Became largest Speed Dating business in the US and sold it.In 2006 went to work for Verio/NTT (the Japanese)In 2010 founded Take It National Inc.MBA from FAU in 2006. Won biz plan contest in 2004.Currently An FAU biz plan Judge (2010 and 2011)
Dumb Executives & Missed OpportunitiesWeb Analytics reminds me of a typewriter.Long ago execs said they did need to type. Now its part of the job, 24 by 7.Lots of Execs Ive met dont care about dataThey do this at their own peril.My estimate of web analytics used: 95% installed. I would say 3% use web analytics, at least effectively.Richard J. Lynch III& The Phone CompanyData Is Everything!
Web Analytics 101What Are Web Analytics?Data: Visitors, Pages, Conversions, Funnels, Goals, etcWhere users go and what they do on a website.Why Is It Important Or Can Be Important?Just saying it this, because it may not beWho Uses Analytics?We will get into the why; Not the how!
What Google Analytics Looks LIke
What Is Google Analytics?A Free Web Traffic Analysis ProgramWhat Does That Mean?Who Here Is Currently Using Google Analytics!Uses Google Tracking Code.Login using your google/gmail addressRelatively Easy To UseNice Stats, Graphics, Charts, Maps And MoreNot Supported Yet On Iphone/Ipad, but just waitA POWERHOUSE TOOLIf Used Properly!How To LoginJust Be Logged Into Google/Gmailhttp://www.google.com/analytics/Do You Want A Demo? It Will BE VERY BORING!
Web Analytics LexiconFunnelsSearch TermsOrdersTransactionsSEOPPCLanding PageGoalsBenchmarkingIntelligenceHits (Old Term)UniquesVisitsPage ViewsClicksConversionTime On SiteBounce RateExits
Web Data CollectionLog Collection (log file) Pre 1999.Page Collection (Google Analytics)Cookie Based DataSampling SitesCompete.com, Quantcast.com, Alexa.com.Anonymous/Meta CollectionProfilingSegmentingPersonalities (Huh?)
And Did You KnowWeb Analytics Uses The Drinking Method To Determine Ways People Convert On Websites:4 Conversion Funnel GlassesMargarita GlassMartini GlassVisitors Are Going Past The Home Page But Not Putting Stuff In Their Shopping Cart! Review Products PagesPeople Are Visiting The Web Site, But Only The Home Page.Review Home Page ContentBeer Glass/High Top Wine GlassVisitors Are Shopping & Converting WellYou Are Using Web Analytics WiselyWebsite Visitors Put Stuff In Shopping Cart, But Not Converting!Review Checkout ProcessThis Content Was Borrowed From Jim Stern, My Web Analytics Mentor!
AccuracyThese Are The IssuesPeople Turn Cookies OffThird Party/First Party Cookie IssuesPeople Turn Javascript OffBroken JavascriptSome Mobile Phones Not Supporting JavascriptAnonymizersAnonymous Surfing (The Big One!)Data Is Not What They Used To BeCellphones And IpadsAllowing Too Many Includes .So a 10% Error Rate Is Excellent.But Is Accuracy beyond that ImportantFor Most of Us No, it really is not import.Web analytics is about trends not anal retentivity.Dont Seat the small stuff, Really!
Cool Google Web Analytics TrendsMapping/Geography Based StatisticsMore Visualization (Funnels, etc.)Mobile Phone/Iphone Tracking in statsDaily, Weekly, Monthly AlertsCustomized Report (Even Google Analytics)Segmentation Based ReportingIntegration With Adwords & A/B TestingIn Page AnalyticsIntelligence (What Is That?)
And Now For Something Completely Different
Who Knows What Is Real Now?Spam/Spamming Now Means More Than Just Annoying Emails.They are like a virus going airborne.Anybody Know What A CAPTCHA Is?That annoying box with letters and numbers you have to enter when signing onto websites.Spiders, Bots And Human Bots
The Future Of AnalyticsI Always SpeculateThings I Think Will Be Offered In FutureMore Behavioral Analytics And SegmentationTelling Google a person is tall, blonde and single.Interactive AnalyticsInstantly usable data for Google customersAdvanced GraphicsI can see better, interactive graphics.Overall I think Google has hit 90% of what is needed and probably will not increase features too much
How To Make A Good Website Great!Dont Make Me Think!The Marketing Experiments Formula:C = 4M + 3V + 2(I-F) 2AC = Probability of conversionM = Motivation of the UserV= Clarity of value propositionI = IncentiveF = FrictionA = Anxiety
Let Me Educate You On Internet Business ModelsA Lot Of People Ask Me About Starting Internet Business. These Are The Models:Monthly Membership The BestB2B Saas Technology - ExcellentLead Generation - GoodProduct/Service Sale GoodCommission/Exchange DecentSponsorship - WeakAdvertising Just Forget About It!Non Profit Why Dont You Just Get A Job!Notice A PatternAnd Choose Wisely!Monthly Recurring Revenue, Web Based Services
Cool Web Stuff You Should Know About!Alexa.comCompete.comQuantcast.comMagentaDrupalJoomlaBeanStalk SVNInfusionSoftConstant ContactEvernote.comFourSquare.comDropbox.comWeTransfer.comBasecampGoogle DocumentsSkypeWordPressSpeakEasy.net
Play The Web Lexicon Game
Take It National (My Plug)Take It NationalNational Event Franchise PlatformTakes You NationalComes From Our Speed Dating BusinessWordPress CompatibleCurrently In Beta Though We Have Real, Paying Customers.Ill Give You A Demohttp://www.takeitnational.com
Anything Else?Let me know if you have any questionsOr If there is something I did not cover you wanted me to tonight.My Email: dgudema@gmail.comMy Blog http://www.strategicpoints.com/My Twitter: http://twitter.com/dgudemaMy Startup: http://www.takeitnational.com
Web analytics & more

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Web analytics & more

  • 1. Web Analytics & More Daniel Gudema FAU, April 6, 2011
  • 2. What I Am Covering TonightThe FutureMarketingExperiments!Internet BusinessModelsCool StuffWeb Lexicon GameTake It NationalThe EndAbout Me (Or How Did I Get Here?) Web Analytics 101Googe AnalyticsWeb Analytics LexiconWeb Data CollectionConversion FunnelsAccuracy IssuesTrendsSpam
  • 3. About MeOriginally Engineer at Bell Atlantic Mobile. I was once a cellular traffic engineer.In 1999, went to work for abc distributing. (dot com)Website grew to 1 million visitors, 25K orders a day.Worked with Hitbox, Coremetrics, Omniture, GoogleIn 2001 cofounded Pre-Dating.com.Became largest Speed Dating business in the US and sold it.In 2006 went to work for Verio/NTT (the Japanese)In 2010 founded Take It National Inc.MBA from FAU in 2006. Won biz plan contest in 2004.Currently An FAU biz plan Judge (2010 and 2011)
  • 4. Dumb Executives & Missed OpportunitiesWeb Analytics reminds me of a typewriter.Long ago execs said they did need to type. Now its part of the job, 24 by 7.Lots of Execs Ive met dont care about dataThey do this at their own peril.My estimate of web analytics used: 95% installed. I would say 3% use web analytics, at least effectively.Richard J. Lynch III& The Phone CompanyData Is Everything!
  • 5. Web Analytics 101What Are Web Analytics?Data: Visitors, Pages, Conversions, Funnels, Goals, etcWhere users go and what they do on a website.Why Is It Important Or Can Be Important?Just saying it this, because it may not beWho Uses Analytics?We will get into the why; Not the how!
  • 7. What Is Google Analytics?A Free Web Traffic Analysis ProgramWhat Does That Mean?Who Here Is Currently Using Google Analytics!Uses Google Tracking Code.Login using your google/gmail addressRelatively Easy To UseNice Stats, Graphics, Charts, Maps And MoreNot Supported Yet On Iphone/Ipad, but just waitA POWERHOUSE TOOLIf Used Properly!How To LoginJust Be Logged Into Google/Gmailhttp://www.google.com/analytics/Do You Want A Demo? It Will BE VERY BORING!
  • 8. Web Analytics LexiconFunnelsSearch TermsOrdersTransactionsSEOPPCLanding PageGoalsBenchmarkingIntelligenceHits (Old Term)UniquesVisitsPage ViewsClicksConversionTime On SiteBounce RateExits
  • 9. Web Data CollectionLog Collection (log file) Pre 1999.Page Collection (Google Analytics)Cookie Based DataSampling SitesCompete.com, Quantcast.com, Alexa.com.Anonymous/Meta CollectionProfilingSegmentingPersonalities (Huh?)
  • 10. And Did You KnowWeb Analytics Uses The Drinking Method To Determine Ways People Convert On Websites:4 Conversion Funnel GlassesMargarita GlassMartini GlassVisitors Are Going Past The Home Page But Not Putting Stuff In Their Shopping Cart! Review Products PagesPeople Are Visiting The Web Site, But Only The Home Page.Review Home Page ContentBeer Glass/High Top Wine GlassVisitors Are Shopping & Converting WellYou Are Using Web Analytics WiselyWebsite Visitors Put Stuff In Shopping Cart, But Not Converting!Review Checkout ProcessThis Content Was Borrowed From Jim Stern, My Web Analytics Mentor!
  • 11. AccuracyThese Are The IssuesPeople Turn Cookies OffThird Party/First Party Cookie IssuesPeople Turn Javascript OffBroken JavascriptSome Mobile Phones Not Supporting JavascriptAnonymizersAnonymous Surfing (The Big One!)Data Is Not What They Used To BeCellphones And IpadsAllowing Too Many Includes .So a 10% Error Rate Is Excellent.But Is Accuracy beyond that ImportantFor Most of Us No, it really is not import.Web analytics is about trends not anal retentivity.Dont Seat the small stuff, Really!
  • 12. Cool Google Web Analytics TrendsMapping/Geography Based StatisticsMore Visualization (Funnels, etc.)Mobile Phone/Iphone Tracking in statsDaily, Weekly, Monthly AlertsCustomized Report (Even Google Analytics)Segmentation Based ReportingIntegration With Adwords & A/B TestingIn Page AnalyticsIntelligence (What Is That?)
  • 13. And Now For Something Completely Different
  • 14. Who Knows What Is Real Now?Spam/Spamming Now Means More Than Just Annoying Emails.They are like a virus going airborne.Anybody Know What A CAPTCHA Is?That annoying box with letters and numbers you have to enter when signing onto websites.Spiders, Bots And Human Bots
  • 15. The Future Of AnalyticsI Always SpeculateThings I Think Will Be Offered In FutureMore Behavioral Analytics And SegmentationTelling Google a person is tall, blonde and single.Interactive AnalyticsInstantly usable data for Google customersAdvanced GraphicsI can see better, interactive graphics.Overall I think Google has hit 90% of what is needed and probably will not increase features too much
  • 16. How To Make A Good Website Great!Dont Make Me Think!The Marketing Experiments Formula:C = 4M + 3V + 2(I-F) 2AC = Probability of conversionM = Motivation of the UserV= Clarity of value propositionI = IncentiveF = FrictionA = Anxiety
  • 17. Let Me Educate You On Internet Business ModelsA Lot Of People Ask Me About Starting Internet Business. These Are The Models:Monthly Membership The BestB2B Saas Technology - ExcellentLead Generation - GoodProduct/Service Sale GoodCommission/Exchange DecentSponsorship - WeakAdvertising Just Forget About It!Non Profit Why Dont You Just Get A Job!Notice A PatternAnd Choose Wisely!Monthly Recurring Revenue, Web Based Services
  • 18. Cool Web Stuff You Should Know About!Alexa.comCompete.comQuantcast.comMagentaDrupalJoomlaBeanStalk SVNInfusionSoftConstant ContactEvernote.comFourSquare.comDropbox.comWeTransfer.comBasecampGoogle DocumentsSkypeWordPressSpeakEasy.net
  • 19. Play The Web Lexicon Game
  • 20. Take It National (My Plug)Take It NationalNational Event Franchise PlatformTakes You NationalComes From Our Speed Dating BusinessWordPress CompatibleCurrently In Beta Though We Have Real, Paying Customers.Ill Give You A Demohttp://www.takeitnational.com
  • 21. Anything Else?Let me know if you have any questionsOr If there is something I did not cover you wanted me to tonight.My Email: dgudema@gmail.comMy Blog http://www.strategicpoints.com/My Twitter: http://twitter.com/dgudemaMy Startup: http://www.takeitnational.com