Web Analytics & Measuring Success

Apr 11, 2007 - 12:22 pm 1 by

Allan Dick, Vintage Tub and Bath - Moderator

Speakers: Stacy Williams, Managing Partner, Prominent Placements, Inc. Laura Thieme President of Biz Research

Q&A Akin Arikan, Unica John Marshall, Click Tracks Chris Knoch, Omniture Brett Crosby, Google Analytics Barry Parshall, WebTrends

Laura Thieme Search Marketing Without Web Analytics – Its all about proving value Conversation become more interesting web analytics

Is Search Delivering -- Leads, Sales (At loss or at profits?)

Strong analytics – can you track to the product and keyword data? Is the data accurate

Key Performance Indicators -- Impressions, CTR, Average CPC

Advanced KPI’s Dissecting ROI & ROAS Average Cost Per Order Cost Per Action Gross Profit True Customer Acquisition Cost

Tracking Organic vs. Paid Without tracking strings that are updated and accurate this report in your analysis

Web Analytics – ROAS Analytics Provide more information than visibility report Provide more than just traffic reports

“Managing Customers as Investments” What is your acceptable customer acquisition cost? You need to know this to truly understand your costs acoss all channels

How can you track? Visibility, Spider Activity, etc. Recommend Web Position Gold to help track rankings

Why Ranking Reports Matter? Typically an issue when you‘re getting ready to redesigning , keyword embed, or otherwise changing URLs in anyway. Make sure 301s are in place

When to run reports – 1 and 15th of the month

Tracking Spider/Robot Activity – make sure that you understand how long it takes the spiders to go through your site

Launching a new site? Her experience was that MSN first to index, Google first to visit. Took weeks for Google to have her “live”

NetTracker – very easy to understand Path analysis is great Better is the funnel analysis

Click Tracks Pro – shows the power of certain pages and content over others

Blogs can change your traffic demographic entirely May increase your visibility in other ways Blogs can generate leads

Cross Segment Performance Make sure you select 50 or more keywords

Web Analytics is extremely time consuming Should be broken out, different than SEO, SEM

Products: Omniture, CoreMetrics, WebTrends, Hibox, Nettracker, Click Tracks, Google Analytics

This influences what customers think Latency tools are very important

No tracking tool will do with everything, you might need to use 2 or 3 SEM/SEO people do not make the best analytics people

Stacy Williams – Prominent Placement Corporation Basic Concepts – those need to be understood before your proceed Why should you measure – SEM is strategy and planning Web analytics is like the backend to your online marketing plan What should you measure? B2C vs B2B Big Brand vs. the Boutique Business Goals It’s all relative to you You should ask yourself these questions What do you really want to know? What will we do with the information? Have a clear understanding of your company or project goals Don’t let the data hold you down, don’t get stuck inside of the really minute stuff Don’t get tied up in what your competitors are doing Where do I start? Start small – do little and learn from it Set a time to look at your data reports Avoid analysis paralysis Maintain a diary – to help you track metrics over time to see seasonality Create a checklist Atlanta Childern’s Shelter Online visibility was non-existing Goals: build awareness, acquisition of quality prospects who would donate money, goods a nd time to the shelter Market Leap’s free tool to help see market saturation page was use Showed that holidays were big time for them with volunteers and donations Minimize the “spazz factor” Bounce Rate – you can be high because you “accidentally” rank for something you shouldn’t Using it as a rolodex (contact information) You cannot make your site invisible for words you don’t not want to come up with in organic Outside Factors There are thing you can control There are things you can’t control (seasonality) If you are doing marketing internationally be aware of the culture and their holidays In lieu of reporting – seek discovery – tell a story Don’t waste time on measures that don’t tell you much

Liana “Li” Evans is the Search Marketing Manager that is responsible for all SEO, Social Media, and WoMM at Commerce360. Li also is the owner, editor and chief writer of SearchMarketingGurus.com.


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