Many companies find it difficult to use web analytics for more than reporting and ad-hoc investigations. By defining requirements, roles, tasks, and benchmarks, an efficient process replaces one-off requests. This session covers practical work flows that you can quickly implement to see improved, consistent returns from your data. This sets a platform for experience-based learning that helps a company to set standards, anticipate a build-cycle or campaign refresh, and prioritize search marketing efforts.
Moderator:
Speakers:
- Craig Danuloff, Founder & President, Commerce360, Inc.
- Brian Cosgrove, Site-Side Analytics Engineer, AvenueA / Razorfish
- Heather Dougherty, Analyst, Hitwise
- Michael Stebbins, CEO & Founder, Market Motive
- Brett Crosby, Senior Manager, Google Analytics, Google
Notes from Brian Cosgrove:
- One SEO implementation idea is to categorize areas of your website pages to analyze by sectional intent
- Filtering is also a great way to look through statistics
- Requests today are almost all data-driven. How do we make sure the data is relevant? Web analysts are good at what they do…let them do it. Analyst insights are funneled throughout organizations and various roles. The key role that seems to be missing in the operations/project manager. This person is key in allowing the time and place to install process. Here is an example of a process: 4 weeks of analysis > 2 weeks in business requirements > then the project manager takes over > analyst waits for the data usually focusing on other projects.
- Specific Reports
- How many pages on my site are paid landing pages?
- Make sure your SEO pages are also effective in conversion
- Create user bench marks
- Install platforms correctly to ensure great data
- Identify actions you can take
- Coordinate resources
- Separate analytics cycles
Notes from Heather Doughertyof HitWise:
- She indicates that she will be focusing on some of HitWise’s new tools
- Her first point is to stay ahead of trends
- Understanding reliance on paid vs. organic search within specific industries
- Also understanding the same for any competitor websites
- Determine which search engines are sending traffic to competitors
- Measure the impact of brand awareness upon competitors organic traffic
- Compare where people are searching to where they are clicking
- Improve keyword list
- Identify who is doing well in sponsored listings and learn from their copy
- Learn from the best optimizers (or partners)
- Determine user intent - purchase or news?
- Integrate search findings across your organization
Notes from Michael Stebbins
- What’s in your data - Make sure you are collecting the right data - look at the trends
- Bounce Rate
- Average Time
- Page Views
- Conversion Ratio
- Cost of Visitor
- Revenue per Visitor
- What is your process - The Grim Reaper
- Tactical Question: Which 10% are my ads not performing
- Possible Answers: High cost, bad roi, low engagement, low conversion
- If yes, then discontinue
- pull data - look at ROI or ROAS
- look at the highest cost campaign - start at the bottom
- check sample size
- and review the data points above
- review and create action plan
- Look at www.customerintent.com
- Tools
- Check commercial intent tool: adCenter labs by Microsoft
- Google adWords keyword tool
- Back to Adcenter to look at demographic and seasonal data - Messaging (See Persuasion Architecture from Bryan Eisenberg)
- Look at Google Ad Planner tool
- Create 3 copies of ads to rotate evenly - 1 copy of the challenger
Notes from Brett Crosby
- 4 years ago today Google approached Urchin at the Google Dance about acquiring them
- Check the book “a/b Always Be Testing”
- What is the history of Web Analytics
- Today analytics is in the forefront of business thought leadership wanting their own report.
pkk6hruv1edha398