My Emetrics presentation describes the "Elephant in the room" of web analytics - I believe that most businesses aren't getting the value from their analytics and customer insights. Often, the systems are only really used by analysts rather than marketers managing budgets to take decisions to improve growth and performance of their online business. The presentation suggests some approaches to make analytics more actionable and build them into business processes.

1. Getting more business value from Web Analytics Dr Dave Chaffey, CEO Smart Insights May 17th 2010eMetrics Marketing Optimization Summit London

2. About Dave Chaffey Best practice Qualifications Books Portal & software: www.smartinsights.com/beta Search & Conversion consulting Strategy consulting 2

3. Today’s agenda = getting analytics used 0 The elephant in the room 1 Creating a marketing optimisation plan 2 Integrating analytics into your business processes A Effective dashboards REAN Google Analytics custom reports B Customised alerts Google Analytics Intelligence C Identifying problems and opportunities Google Analytics Advanced segments 3

4. Featuritis = Too much choice 4

5. IMO All web analytics systems have a common flaw OOB... They don’t readily answer the questions… “How are we doing at the moment?” Context. Company targets, time, competitor relative performance. “What does good look like?”Context. Gap analysis. Marketplace benchmarking. “Where are the problems or opportunities?”Context. Gap analysis. Marketplace benchmarking. “So what should I do next?”Advice on where to focus. Context. Advice on where to focus marketing activities. 5

6. Consequently, oftentimes… Analytics don’t get used. If they do, WILFING commonplace Unsegmented averages reign Reporting NOT actionable analytics 6

7. 4 stories from the coalface “There’s just me as web analyst and 60 users of Google Analytics. They don’t dedicate time to using it. They’re too busy running campaigns… ” “It’s very frustrating. I’ve no time to go into any great depth. I don’t know where to go to find information to show what’s working and what’s not” Brand manager, Pharma Web analyst, Financial Services “I use it primarily for monthly or weekly reporting. Due to the amount of data and lack of time I don’t have time to do more ” “We have 79 users, but the analytics people still become bottlenecks so we ran a project to export data into our data warehouse to give us exactly what we want… ” Marketing manager, B2B Software company Ecommerce manager, B2B 7

8. 8 = Our agenda Source: Web Analytics Association Industry Outlook Survey 2010

9. 9 Source: Web Analytics Association Industry Outlook Survey 2010

10. 1 Creating a marketing optimisation plan Source: Chaffey: Internet marketing strategy, implementation and practice, 4e

11. Creating a marketing optimisation planusing SOSTAC 11 http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template/ What are the strengths and weaknesses in your current process?

12. 12 What is your capability maturity? Source: Carnegie Mellon University http://www.sei.cmu.edu

14. Planned sales/conversion optimisation Source: 14 14

15. Other work on analytics capability maturity 15 Stephane Hamel : http://immeria.net/wamm/

16. Mini case study www.euroffice.co.uk 16 Encourage search dominant visitors SEO and brand intro OVP Encourage browse dominant visitors “Reasons to return” OVP Social proof

17. Practical Tip – Identify most important page types by Content Drilldown volume, $Index (low or high), bounce and exit rates multiplied by page views Where do we start? What will give us the biggest uplift in…? Home page Landing pages Category pages Branding & utility pages Search Product pages Conversion goal pages Check out pages |17

18. Sound advice… |18

19. Practical Tip Review % age of visits by different landing page types (for first time and repeat visitors) Activity: Where do most prospects enter and leave your sites? What are bounce rates? How does this differ for segments. “Points of Resolution” Home page About Us Search page Category page Detailed product info Product page Sub-product page Pricing Security & Privacy Checkout / forms Tailored landing page | 19

20. Source: Craig Sullivan independent survey 2009 |20

21. Show me the money! 21 The 3 key value measures in GA: 1. Index value (Top content reports)Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned. 2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports. 3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled. http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/ http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205

22. Source: Craig Sullivan independent survey 2009 |22

23. Process Integation:A. Effective dashboards 23 Surfacing issues for HiPPOs Maturity of practice

25. Engage – Engage through relevant quality content mainly on your site, but also content syndicated to partner sites

26. Activate – Convert engagement into business value – generate leads and sales

27. Nurture – Build relationships throughout the customer lifecycle through online direct messaging (Email, Blogs, RSS Feeds and SMS messaging) and community content24

29. Reach:

30. Engage

31. Activate

32. Nurture25 |25

33. Examples of measures within REAN framework |26

34. 27

36. Finance Director

37. Marketing Director

38. Contribution

39. Margin

41. Sales

42. Brand health

43. Marketing manager

45. Site health

46. Opportunities

47. Digital marketing manager

49. Paid media

50. Conversion optimisation

51. Channel specialists

52. Site / content owners

53. Web analysts28

54. Tip. Use Feedback tools“Why” not “What” 29 http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/

55. Google Analytics will only show you ‘What’ not ‘Why’ – other tools can helpiPerceptionshttp://www.4qsurvey.com/ “Bad web site. Difficult to find item as no search box provided for short cut” “I can't find any prices on your website” “Would like to see where I can buy products from” . |30

56. Voice of the customer 31

57. Site and business innovation ideas 32

58. Digital marketing management system Summary performance dashboards Intelligent alerting and diagnosis Market insights Customer (inc searches) Competitors Intermediaries Web analytics & optimisation Traffic Engagement Value Commercial Sales Customers Finance Brand Searches Conversations Engagement Health What we need: 3. Integration 33

59. How do you use the dashboard?? | 34

60. Custom reports beta (can overlay segmentation) |35

61. Some ideas for using custom reports 1. Time reporting. Use a dimension of week/month to compare performance over time more easily 2. Value reporting. Repeat the value of different contributors: Keywords Landing pages Product categories Countries 3. Role-based reporting.Setup different tabs for different types of people or marketing activity 36 http://www.kaushik.net/avinash/2010/02/leverage-custom-web-analytics-reports-insights.html

62. Process Integation:B. Customised Alerts 37

63. Use your “Intelligence” 38 Tip: Use Custom Alerts in your system http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/my-experiences-of-using-the-google-analytics-intelligence-feature-to-review-seo-and-pay-per-click/

64. Process Integation:C. Diagnostic analysis highlighting problems and opportunities 39

65. Segmenting pages/product by performance | 40 Page or product popularity (views) or page view variance (compared to average) Conversion rate Or conversion rate variance (add to basket) compared to average

66. |41

67. Smarter reporting options Pivot tables Filter reports with simple filter based on page or keyword name or New: an Advanced Filter on any variable | 42

68. Bubble ormotion charts |43 NB shows animated performance by day

69. Page analysis technique : Reverse and forward path analysis |44

71. Natural

72. Paid and natural brand and non-brand

73. By number of keywords – 2,3,4

75. Returning visitor

76. Registered visitor

79. Product page

80. Checkout complete

82. Screen resolution

84. US

85. FIGS

86. ROW| 45 See http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/ + By behaviour – search and browse

87. Advanced segmentation exampleSegmentation by Visitor Type Practical Tip Use Content Drilldown for understanding grouped content popularity But need DFA! URL Strategy |46

88. Advanced: Dimensionator for second page viewed 47 http://www.analyticspros.com/blog/googleanalytics/93-dimensionator-google-analytics-dimensions.html

89. Handy plugin for relative SEO changes Firefox plugin: http://www.juiceanalytics.com/writing/enhanced-google-analytics-firefox-plugin/ |48

90. |49 Advanced segmentation for social media Tracking social media Source (Step 10) : http://www.davechaffey.com/blog/web-analytics/configuring-google-analytics-guide/ See also: www.davechaffey.com/online-reputation-management-tools

91. Let’s Connect! Questions & discussion welcome uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey Blog www.smartinsights.com/blog Feeds www.feedburner.com/smartinsights Email Newsletter www.smartinsights.com