Session 8: Web Analytics. ITO Companies. Cali, 15 October 2015

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1 Session 8: Web Analytics ITO Companies Cali, 15 October 2015

2 90 percent of the world's data was generated in the last two years* * IBM,

3 Outline user experience Web analytics Measuring traffic & leads Planning & Monitoring 3

4 Which KPI s do you want to measure?

5 We use Google Analytics to measure webstatistics. Google Analytics is the most widely used free web measurement software

6 Whom of you use Google Analytics? And how many times per month do you monitor your web results?

7 Google Analytics setup Account Users Account Property Profile Profile Property Users Users Reports Reports View

8 Key metrics

9 Geography

10 Device information

11 Which pages?

12 Measure conversions

13 Outline user experience Web analytics Measuring traffic & leads Planning & Monitoring 13

14 Other interactions you want to measure?

15 Call Tracking T: Google AdWords T: Google (SEO) T: Direct traffic

16 When do leads call?

17 Results 137 P h o n e c a l l s 137 new leads have been acquired through the phone in 6 months W e b s i t e v e r k e e r 2,8% of the site traffic converted into a phone call SEO main driver of leads through the phone

18 Monitor leads visiting your website

19 How does it work?

20 Visualise your campaigns through a dashboard

21 Targets & KPIs

22 Outline user experience Web analytics Measuring traffic & leads Planning & Monitoring 22

23

24 Lead funnel

25

26 There are many automation platforms, which one to select?

27

28

29 B2B case study: NSK Inc

30 NSK Inc. is an information technology consulting and outsourcing firm with a focus on small and medium business IT management.

31 The problem: NSK was spending too much time cold calling, and too much money on AdWords. On top of this, NSK's website was more of a static brochure than an engine for generating leads.

32 Solution 1: More effective SEO NSK wanted to rank high for relevant terms like IT managed services. More than that, they wanted to focus their clientèle in Boston, so they made specific efforts to rank higher for terms with Boston in them. In doing so, they began their audience targeting at the search box, aiming to attract only people who fit the criteria they wanted.

33

34 Solution 2: Blogging NSK began publishing at least one blog post a week. Cathie (marketing manager) and her staff focused on only a few areas of expertise. They would use SEO keyword tools built giving them instructive suggestions on how to make each blog post better optimized for NSK's target keywords.

35

36 Solution 3: Whitepaper NSK captures leads in a few different ways. One is through their educational white papers on relevant topics such as Hybrid Clouds, a white paper outlining the pros and cons of cloud computing, or The 10 Things You NEED to Know About Managing BYODs, a guide on "bringing your own device" to work, a security concern in the IT world.

37

38 Solution 4: Lead nurturing NSK hosts Lunch and Learn sessions at their Boston-based office in order to educate people further about IT Consulting, industry best practices, and what options may be the best fit for various businesses. In order to attend one of these lunches, interested parties must register ahead of time on one of NSK s Landing Pages.

39

40 Results have been impressive!

41 One more thing

42 Allright Willem, that was a lot of information. But how are we going to implement all of your recommendations?

43 Let s start with a summary What are your key learnings?

44 Team composition (I) Who is managing the project? Who is building my website? Who is designing my site? Who is writing our content? Which company members will be actively involved in social media? Who is responsible for our SEO and SEA? Who will measure and interpret the analytics and leads?

45 Team composition (II) In-House Agency Own resources - Enough knowledge? - Staff available? Skills and know-how - Make sure agency has the right qualifications Full control - Internal project team Less budget necessary Limited control - Make clear appointments - Planning, targets, deadlines Less resources necessary - Focus on own strenghts

46 Planning When will I start with website promotion? When will my (new) website be ready? All-year round activities versus periodic campaigns? Integration with off-line marketing? Importance of activities? When do I measure the effectiveness of my campaigns?

47 Budget allocation What are my sales targets? How many leads convert into sales? What can I spend per lead? Do I invest my own time or money for an agency? Which budgets do I allocate per channel? Which budgets do I allocate per period?

48 Exercise: Implementation plan Activity Team Q Q Q Budget KPI Milestones

49 Thank you! Questions? 49

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