As some of you know, I am a huge fan of Web analytics tools and how they can help one achieve an increase in ROI on the Web. That is why I attended the Measuring Success Case Studies session. There were very few people who attended this session, which is one of the reasons I made sure to write on this session. Must be because the popular "Meet the Crawlers" session is now. :)
Jarid Lukin, E-Commerce Manager, from LEGO Group discussed LEGO's Web site and PPC campaigns. They use WebSideStory's HBX product for Web analytics, formally known as HitBox. They use special tracking URLs to track LEGOs campaigns. They have some nice looking campaign conversion reports. They have a plugin that allows you to export to Microsoft Excel (not a big deal, most do). He said that its important to look at vendor data (Google and Overture) with your own Web statistics.
Rob Gaudio, Director of Client Services, MEA Digital, presenting St. Bernard Software Case Study is presenting a case study on Urchin. This company does not sell online, they focus on lead capture. Reasons for choosing Urchin; (1) accuracy, (2) granular level measurement, (3) cost efficient, (4) high level of support, and (5) Useful reports and extremely easy to use. With Urchin you can track a sale or lead conversion over repeat visits. He then showed some reports, I love Urchin's reports. They can see the visitor to the lead to the sale.
Dan Noyes, President of Zephoria spoke next and they use many tools. WebTrends, HitBox, FunnelWeb and ClickTracks. ClickTracks advantage is the ability to merge in usability with SEM intelligence. It is a client environment. Ability to convert complex information and data into graphical and easy to understand information. ClickTracks does a nice job of digging deep into the results. They selected ClickTracks because (1) ability to graphically display information, (2) cost-effectively address diverse site configuration, (3) increased opportunities and (4) helped manage PPC.
Jeff Cram, Web Marketing Manager, NetIQ Corporation, presenting a company case study (WebTrends). He gave a case study on the same site as last time, so check that review at the Search Engines Strategies – Chicago December 11th – Day Three.