Web Analytics

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Web Analytics

• Mining Data for Marketing Gold

Kelsey RugerDirector, Technology and Web
Operations, WebxitesJanuary 13, 2005
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So Now You Have a web site

• Your site is a microcosm of your business
• It is a digital representation of all of the
  functional areas of your business.
• Use it to mine rich customer data
• Your web site provides you with valuable data
  about your customers, use it to your advantage.
• Web analytics improves search marketing and
  e-mail marketing results
• By using web analytics you improve user
  experience, sales and marketing conversion

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Whats Web Analytics?

• Get to know your users
• Web Analytics gives you insight into the Who,
  What, When and Where of your web site and
  marketing efforts
• Analyze web activity gain insight into
  acquisition, traffic, reach and conversion rates
• Your amazing ideas need amazing visuals to
  provide the consistency you need for credibility.
  
• like everything is all about user experience
• Do you REALLY know what is happening on your
  site? Where is your traffic going?

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How Did They Find You?
Referrer Reports

• Referrer reports
• Keyword reports
• Paid search reports
• Natural search reports
• Return visitor reports

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Which way did they go?
Path Reports

• Track entry pages
• Track visitor paths
• Remove unused pages
• Optimize marketing campaigns

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Which Pages are popularor not
Page View Reports

• Page view reports
• Unique visitor reports
• Return visitor reports
• File Download

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Useful Tips for managing data

• Keep your user in mind
• Web Analytics works best when your analysis
  targets a specific user persona or personas
• Track across channels
• Many times a visitor from your web site will
  convert in another channel pay attention.
• Selling is not buying
• Use web analytics to sync your sales cycles with
  user buying cycles for the best results.

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Tools You Can Use

• There are lots of tools available
• Use the package that best fits your needs, site
  type and budget.

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Web analytics can be a useful strategic tool for
acquiring new customers, retaining existing
customers and improving your overall marketing
results.
A Final thought