Authentic story : How I became a Web Analytics Ninja

1. Authentic story : How I became a web analyticsninja By Fiona De Brabanter 18th September 2010

2. This is my house consideritmyhomebase imagineit’smywebsite

3. This is me groomingmyself in mymarketing department, building mybrand

4. Home alone, I have installed a custom alert to alarm me of unwantedvisitors

5. Enter unexpectedevent

6. Custom alert is directlymailed to myinbox; analysisyieldsactionableinsights

7. Review web strategies

8. 1. Callfor back-up2. Panick3. Go samourai actuponyour data

9. Luckily, the intrudersbounced. There was a clear gap betweenvisitors’ intentionsand mywebsite’spurpose.

10. Analyzetrafficsource. This is not the kind of audience I willbedoing business with.

11. Visitor enteredthrough wrong channel.

12. High bounce + low conversion

13. It’s all aboutreach; the unwantedvisitorsdidn’tbelong to my target audience.

14. Time to review website macro objectives and rethink online strategy.

15. a. InsightsfromSources (URL’s, Keywords, Campaigns) always keep backdoor locked.

16. b. InsightsfromWebsite Visitors (onexit survey tools) askneighbours to keep a keen eyeonsuspiciousmovements

17. c. InsightsfromExperimenting & Testing (A/B and multi-variate tests) takeself-defensecourse

18. What is yourmaingoal ? 100% ROIdriven. Let’s have a cup of coffeetogether.