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Web Analytics 2.0
and Multiplicity
Jonathan B. O’DonnellWeb Analyst, Producer
PRESENTER:DATE: June 23, 2011
It’s about pulling and presenting only the relevant data from multiple
sources to provide insights and solve for business objectives. Quicker.
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Hits, uniques, data in
aggregate, is OUT
Acquisition, behaviors,
outcomes, are IN!
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The Take Away
- Plan to measure
- Track everything
- Focus on the big picture
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What
In the
beginning…
Lots of data
Little insight
Clickstream
data is only
what happened,
not why and
how…
© Market Motive
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What
Now…
Web Analytics 2.0
Is
Full SpectrumAnalysis
© Market Motive
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The Power of the Tools!
Clickstream
Testing & VOC
Competitive
Intelligence
Research &
Benchmarks
Multiple Outcomes
6
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Capabilities of Analytics 2.0
• Action Orientated
• Line of Sight to Business
• Campaign Specific Tracking
• Internal Hypothesis Verification
Allows you to Fail Faster!
Drive change quicker with focused data feedback.
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Data Analysis
“The problem is we are obsessed with data and not about the business.‖
Avinash Kaushik
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HowWeb Analytics Measurement Model (WAMM)
Objectives Goals KPIs Targets
Brand ReachIncrease
exposure with earned media
Amount of conversion to promotions
6%
Participation
Increased Downloads, Submissions,
RSS signup, etc.
Amount of each engagement
50k/yr
Increase Revenue
Up sell, Cross sell
Average order value
$85
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How
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How
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Experimentation and Testing
“I found out what makes people tick…I did a lot of research…”
David Ogilvy
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A/B and Multivariate Testing
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Internal Hypothesis Verification – Advanced Segments
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Voice of Customer
92% of top performing companies surveyed stated “Increase in
customer satisfaction” was the number one reason they
implemented customer feedback. Gleanster Report
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The 4 Greatest VOC Questions
1. How would you rate your site experience? (Customer Satisfaction Rate)
2. Primary purpose of your visit?
3. Were you able to complete your task today? (Task Completion Rate)
4. If not, why not? (Customer feedback)
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Competitive Intelligence
“75 percent of the respondents saw the need for CI to increase
during a global economic downturn.” Global Intelligence Alliance
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How
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How
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How
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How
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Campaign Tracking
“US ad spending on television, internet, print, radio, directories
and outdoor will reach $154.6 billion this year and continue to
make incremental gains through 2015.” eMarketer
Multi-channel Analytics
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Tracking
Offline
Marketing
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Tracking
Online
Marketing
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How
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Considerations for using Web Analytics 2.0
• How are we tracking success?
• Are we making $?
• Are my Calls to Action line of site with bus. objectives?
• What are my competitors doing?
• Are we tracking our offline marketing?
• How can I prove my hypothesis?
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Why Analytics is Important
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Why
GA changed the playing field
…Google Analytics increased (in
usage) by 19% in 2010 — more than
twice as much as the next leading
vendor. – iPerceptions
…Google Analytics has an 85%
satisfaction rate, which is 10% higher
than any paid vendor – WAA study
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Why
WAA 2010 B2B study:
• 56% of organizations surveyed said they will increase their online analysis
• 69% said the marketing department is where web analytics lives
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Why
Future Growth
―The fast-developing areas of
mobile and social media are
also expected to see strong
advertising growth.
eMarketer predicts US mobile
ad spending will reach $1.1
billion this year, and online
advertising on social
networking sites like Facebook
and Twitter will exceed $3
billion.‖ – eMarketer
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Why
US businesses will spend $953 million dollars on
Web analytics software in 2014, with an average
compound annual growth rate of 17%. – Forrester
Actionable Data is the Biggest Challenge: This
year, 39% said taking action on the data would be
their biggest challenge. – Web Analytics Association
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Thanks for Listening!
http://bit.ly/ODatMM http://bit.ly/ODatGA http://bit.ly/ODatIM http://bit.ly/WebAA
Questions?
@ODsays
@pixelMEDIA
linkedin.com/in/ODsays
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Additional Resources
• Occam's Razor – Avinash Kaushik’s blog. Everything to do with analytics and then some.
• Market Motive – An excellent source of timely and relevant marketing insight.
• Analysis Exchange – A not-for-profit that provides analytic support to non-profits.
• Gartner Research – ―New Relationships Will Change Business Intelligence and Analytics‖
• Forrester Research – ―Predictions and Plans for Business Analytics in 2011‖
• Foresee – ―Social media impact on web traffic and using analytics to measure it.‖
• Analytics Talk – Justin Cutroni’s blog. More GA focused and technical in nature.
• Measuring Success – Brian Clifton’s blog – Very technical insight into Google Analytics implementations.
