WSI White Paper. Prepared by: Feras Alhlou Web Analytics Expert, WSI

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1 Optimize Yur Marketing Dllars During The Recessin WSI White Paper Prepared by: Feras Alhlu Web Analytics Expert, WSI

2 Intrductin We have heard it many times, an ld management and marketing saying: Yu Can t Imprve What Yu Dn t Measure. It is still s true tday, and mre than ever in a recessin. Althugh Web analytics is full f numbers and measurements, this whitepaper highlights the business and marketing aspects in analytics and fcuses n tw very imprtant aspects fr yur business: Increasing Revenue Reducing Csts Why Web Analytics In the graph belw, Figure 1 (using the Ggle Insights fr Search nline tl), it is clear that ur cllective interest in analytics has been n the increase since late 2005, Nvember 14, 2005 t be exact. What is the significance f this date? It is when Ggle launched its enterprise level analytics tl branded as Ggle Analytics. Ggle als made the tl available t all fr free (please nte that free desn t equate t cheap ). (Figure 1) Ggle Analytics and ther analytics packages, when prperly cnfigured and implemented, help answer the fllwing questins: Which marketing campaigns generate leads and custmers? Which keywrds drive mre visitrs? Which pages d my custmers find engaging? Cpyright 2009 by Research and Management. All rights reserved. Page 2 f 6

3 Optimize Yur Marketing Dllars During the Recessin Prblem Especially in a recessin, marketing managers and business wners are lking fr ways t ptimize the return n their investment, in simple terms, t get mre bang fr their marketing dllars. But wheree wuld they start this ptimizatin effrt? Des my radi ad really wrk? Is my half page yellw page ad wrth the thusands f dllars I am paying? Is my website unattractive t my visitrs? Is my search marketing campaign driving the wrng traffic? Are my campaigns ging t spam and my s are un pened? The abve questins are clear signss that a business is nt measuring and nt emplying available analytics techniques, r the business wners are unclear what t d in tugh ecnmic times. Withut prper analysis and making decisins based n best guesses, marketing managers might stp a campaign that is wrking very effectively. This actin wuld lead t missed pprtunities in leads / sales and make a bad situatin wrse. Slutin & Success Stries Analytics prcess. and measurements help yu remve the guesswrk frm yur marketing decisin making Case Study #1 Figure 2 belw shws hw traffic segmentatin (arranging website traffic accrding t the surces f traffic) will lead t significant visibility int yur campaign perfrmance. Nte thatt every bar represents the cst per transactin frm the respective traffic surce. (Figure 2) Cpyright 2009 by Research and Management. All rights reserved. Page 3 f 6

4 Observatins In August, the mst expensive traffic surce was the Ggle Cntent, csting ver $250 / transactin. After a few mnths f ptimizatin (imprving targeting and sme website enhancements), the cst per transactin frm the Ggle Cntent, imprved by 5 fld. Additinal imprvements t ther traffic surces als were intrduced during the same perid, resulting in a significant reductin in cst f transactin ver time. Case Study #2 Analytics desn t nly apply t websites; it shuld be an integrated part f running a business. Businesses ften track website metrics but dn t invest the time and energy t track ffline activities. Fr a lead generatin business, understanding where leads are cming frm is imperative; tracking the quality f the leads is just as imprtant. Figure 3 belw shws hw a typical business might be tracking leads frm their website. 350 Ttal Web Inquiries Ttal Inquiries July August (Figure 3) A much mre effective analytics system wuld cver all mechanisms t capture a lead, including phne data. Fr this business, trained staff members wh interact with custmers, played a key rle in identifying lead quality. Cpyright 2009 by Research and Management. All rights reserved. Page 4 f 6

5 Figure 4 demnstrates hw inquiries as well as lead quality are tracked and segmented. Observatins: (Figure 4) Identifying the surce f all the junk inquires resulted in significant savings n lead generatin. Yu might ask hw. Easy! In case study #1, we discussed campaign segmentatin, s apply the same cncept here: Say campaign X is bringing the junk traffic Campaign X csts yu $2,500 / mnth By stpping campaign X, yu begin saving $2,500 / mnth immediately Alternatively, redeply the same amunt f dllars int a mre effective channel, leading t an imprved verall returns Trending data (July and August in the abve example), will help identify seasnal and ther business cycle attributes. What T D Next and Where D I Start? Yu are nt n yur wn! Helpful resurces are in abundance. If yu are a business wner, yu can take the fllwing steps: Ask fr numbers, data and reprts n effrts yu are spending mney n. Educate yur staff abut the imprtance f tracking and measurement (highlight cst savings, increase in revenue, etc.) Cpyright 2009 by Research and Management. All rights reserved. Page 5 f 6

6 Online marketing is much mre measurable than traditinal marketing. Familiarize yurself with nline marketing terms (keywrds, SEO, PPC, cnversin rates, etc.) Stay cnnected with develpments in yur industry and mnitr what yur cmpetitin is ding. Seek the help f a qualified Internet Marketing Cnsultant t increase yur ROI! References & Helpful Resurces Bks: Blgs: Web Analytics An Hur a Day, Avinash Kaushik Advanced Web Metrics Ggle Analytics, Brian Cliftn nr.cm/blg Abut the Authr Feras has an extensive backgrund in the areas f business cnsulting, interactive marketing and Web analytics. Feras has traveled the glbe educating businesses and Cnsultants n the subjects f search engine marketing, nline marketing and analytics. Under his leadership, his cmpany has achieved certificatin as a Qualified Ggle AdWrds Advertising Cmpany as well as a Ggle Analytics Authrized Cnsultant (GAAC). Cpyright 2009 by Research and Management. All rights reserved. Page 6 f 6

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