Honeycomb Crea/ve Works is financed by the European Union s European Regional Development Fund through the INTERREG IVA Cross- border Programme

Transcription

1 Honeycomb Crea/ve Works is financed by the European Union s European Regional Development Fund through the INTERREG IVA Cross- border Programme managed by the Special EU Programmes Body.

2 Web Analy*cs In Your Content Marke*ng Strategy GlowMetrics Joanne

3 Agenda OVERVIEW OF WEB ANALYTICS TRACKING AND SET- UP OF GOALS GETTING ACTIONABLE INSIGHTS FROM REPORTS CONTINUAL REAPING OF INSIGHTS THE MARRIAGE OF MARKETING, DATA & TECHNOLOGY FURTHER READING

4 About GlowMetrics Team Includes: Joanne- Managing Director Michael- Digital Data Analyst Lisa- Digital Marke*ng Execu*ve Focuses on providing a service which helps businesses build out digital strategies that are underpinned by digital data analysis. Combined Marke*ng/Digital experience of nearly 20 years. Have a range of clients interna*onally and locally.

5 GET READY FOR SOME BRAIN FOOD!

6 OVERVIEW OF WEB ANALYTICS

7 #honeycombinspire What is Web Analy*cs? Web Analy*cs is the measurement, collec*on, analysis and repor*ng of Internet data for the purposes of understanding and op*mising web usage - Web Analy*cs Associa*on Tools for measuring the success (or not) of your web site - Brian Cli_on Web analy*cs and services will underpin the transforma*on of Web intelligence to support the en*re marke*ng mix - Joe Stanhope, Senior Analyst Forrester Research The amount of data is obscene. The managers that are going to be successful are going to be the ones who are prepared to take a knife to the amount of data - Guy Laurence, CEO of Vodafone UK

8 #honeycombinspire Why Web Analy*cs? The Benefits of Analy*cs get closer to the customer accurately gauge user experience gain insights from real customer experience increased accountability focus and priori*za*on of resources conversion rates and enhanced ROI

9 The main players in the market #honeycombinspire

10 The main players in the market #honeycombinspire

11 When a user is ac*vely engaged with your website Users that have had at least one session within the date range Total number of pages viewed Average number of pages viewed during a session Average length of a session % single page visits % of first *me visits

12 The main metrics & the ones to watch When looking at Bounce Rate consider: - Visitors might have found what they wanted on the landing page. - Visitors clicking off to social media links. - The use of PPC ac*vity. - Blog ar*cles can increase bounce rate. - The user might not have stayed just a number of seconds. - Users might have clicked off to another site. - Looking at bounce rate on a page- by- page basis and *me on page.

13 The main metrics & the ones to watch When looking at New Visits consider: - Cookie Dele*on. - Use of mul*ple devices (different PC s and mobiles). - Use of different browsers on same device.

14 Geing set- up #honeycombinspire Processed Data Is accessed via The GA interface Request made to server to display page Data is captured And processed Page is served & JavaScript Code Executed Cookies are dropped & webpage sends data to Google Servers

15 Geing set- up #honeycombinspire

16 TRACKING AND SETTING- UP GOALS

17 Seing- up & using goals I am obnoxiously persistent in helping iden*fy the desired outcomes of the site / business before I ever log into their web analy*cs data without goals and goal values you are not doing web analy*cs, you are doing web iamwas*ngyourlifeandminely*cs

18 What is a Goal? Someone who fills out a contact us form Someone who signs up to a newslejer #honeycombinspire Someone who visits a certain amout of pages on a visit Iden*fying & Measuring Posi*ve Ac*ons that occur on your site that contribute towards the success of your business Someone who stays a certain amount of *me on a site

19 Seing- up & using goals #honeycombinspire

20 Seing- up & using goals Ac*on Events Fulfillment of contact us form Fulfillment of newslejer form Video clicks Outbound clicks PDF clicks Flash- driven menus Clicks to view telephone numbers

21 Seing- up & using goals #honeycombinspire

22 Seing- up & using goals

23 Seing- up & using funnels A goal funnel: is a series of pages leading up to the goal page des*na*on URL is o_en used when there are mul*ple steps in a transac*on process provides valuable guidance as to where visitors leave, where informa*on is unclear or inadequate, or where the online process has good flow / bad flow

24 Seing- up & using funnels #honeycombinspire

25 Seing- up & using goals Iden*fy a benchmark to set based on past data

26 #honeycombinspire Seing- up & using goals When would you use a *me- on- site goal? When one of the objec*ves of you website is to get people to dwell longer on your website. When would you use a pages- per- visit goal? When one of the objec*ves of you website is to get people to view more pages/content on your website

27 #honeycombinspire Seing- up & using goals When would you use a *me- on- site goal? When one of the objec*ves of you website is to get people to dwell longer on your website. When would you use a pages- per- visit goal? When one of the objec*ves of you website is to get people to view more pages/content on your website

28 Seing- up & using goals

29 Seing- up & using goals Website elements like: - Flash driven menus - Video interac*ons - File downloads - Clicks to another website are generally not trackable with the regular code implementa*on but CAN be tracked with Event Tracking code

30 Seing- up & using goals

31 BREAKOUT SESSION Take a few minutes to write down the top 3 website GOALS you d like to track for your website

32 Excluding yourself from reports ADMIN PROFILE FILTERS PREDEFINED FILTERS POP IN IP hjp://

33 GETTING ACTIONABLE INSIGHTS FROM REPORTS

34 Geo- targeted content for interna*onal Use the secondary dimension! reach

35 Building for customer device usage

36 Search Engine Op/misa/on Func*on: Finding customers who have needs related to your product/ service/brand.

37 Search Engine Op/misa/on The Basics: Even when you give customers a URL, 60% of them s/ll search. Search engines are trying to serve their customers the most relevant content for their search terms and have developed algorithms and policies to enforce quality. Crea/ng great content is the best way to rank highly, but you can also request related sites link to you (but not pay them), add keywords to your copy and metadata (but only if you have appropriate content/products.) Measure with: Google PageRank checkers, your des/na/on analy/cs referring keywords report and site/page traffic with conversions.

38 Analysis SEO performance: The hard outcomes Don t just focus on posi*on

39 Analysis SEO performance: The hard outcomes Inves*gate the incremental traffic from SEO lis*ngs Month- on- Month or Week- on- Week

40 Annota*ons #honeycombinspire

41

42 Keyword Analysis #honeycombinspire

43 The crystal ball of SEO #honeycombinspire

44 Analysing content naviga*on #honeycombinspire

45 Measuring site speed

46 Building content based on user expecta*ons

47 Analysing content naviga*on

48 Building content based on user experience

49 How data analy*cs & technology is taking over our lives Tracked customers movements by following the Wi- Fi signals from their smartphones. Retailers can now gather data about in- store shoppers behavior and moods, using video surveillance and signals from their cellphones and apps to learn informa*on as varied as their sex, how many minutes they spend in the aisles and how long they look at merchandise before buying it. Synqera, is selling so_ware for checkout devices or computers that tailors marke*ng messages to a customer s gender, age and mood, measured by facial recogni*on. If you are an angry man of 30, and it is Friday evening, it may offer you a bojle of whiskey!

50 Remarke*ng through Google Analy*cs User List Cookie 1357 Cookie Internet user visits client site via any traffic sources (direct, search, referral, etc.) 2 Cookie 1357 User visits homepage that was tagged with a remarke*ng code. 3 Cookie Our server collects cookies id of every visitor and creates a list of cookies id called «user lists». Cookie User clicks on the ad and makes a purchase on the site 5 and visits a site of the Google Content Network. Our server recognises cookie id and serves adver*ser ad. 4 Next *me user browses the web 5 0

51 Remarke*ng through Google Analy*cs

52 Remarke*ng through Google Analy*cs

53 Remarke*ng through Google Analy*cs

54 Remarke*ng through Google Analy*cs

55 CONTINUAL REAPING OF INSIGHTS

56 Real- Time #honeycombinspire

57 Dashboards #honeycombinspire

58 Intelligence Alerts Set- up at least 1 alert to get a message if traffic falls below a certain point.

59 THE MARRIAGE OF MARKETING, DATA & TECHNOLOGY

60 How data analy*cs & technology is taking over our lives Every two days we create as much informa*on as we did from the dawn of civilisa*on un*l 2003 We were brought up to believe more data was good and that s no longer true - Guy Laurence

61 #honeycombinspire PHOTOS READING TAXI MAPS

62 How data analy*cs & technology is taking over our lives MINT.COM Coaching Brands SLEEPCYCLE.COM

63 The future of web analy*cs Recognise that with the growth of web analy*cs, this has also prompted new roles to be developed e.g. the data scien*st role. Go with science and not intui*on Don t be afraid to tell the worst story

64 The future of web analy*cs The next evolu*on in web analy*cs will bring more personalized experiences on a website for customers.

65 FURTHER READING #honeycombinspire

66 Further Reading #honeycombinspire

67 Ques*ons? Contact Details: