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Web Analytics
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Participate

This is a highly interactive session; request all of you to participate with questions, challenges & solutions

Web Analytics 1.0

Click Stream data Visits Visitors Geo Targeting Average time spent Funnel conversion Landing page optimization Conversion rates.

In Brief we were looking at the What, When & where questions

What did we miss?

Advent of Web 2.0

User generated content Content distribution through Rss & Xml Rich internet applications Non traditional browsers like iPhone, BlackBerry.

KPIs sans insight

Demand for more insights rather than aesthetically presented numbers/ Ratios. Achieving marketing ROI with onsite optimisation & behavior targeting

Change in how Web Analytics is perceived by SEM

Large gap in off-site and on-site spending

Off-site Resources
Email marketing Affiliate programs Behavioral Targeting Paid search management Banner advertising Call center referrals Search Engine Optimization Offline marketing to web In-store Web promotion

On-site Resources

Registration optimization Site testing Web analytics Usability testing

Large Investment Gap

On-site engagement determines conversion success

Campaign Traffic Referred Traffic
Paid search management Banner advertising Call center referrals

Direct Traffic
Search Engine Optimization Offline marketing to web In-store Web promotion

Off-site Marketing Spending

Email marketing Affiliate programs Behavioral Targeting

Critical On-site Engagement Experience Layer Determines

Conversion Rate

Campaign Landing Pages

Home Page Product Category Pages

Attrition losses

Conversion Process

Attrition losses

Successful conversion

How automated 1 to 1 targeting works:

Visitor arrives at your website CMS (Serves content)

Call goes out to Visitor Profile Repository First-time visitor

build profile

Content library

Optimal content decision sent to CMS

retrieve profile

Repeat visitor Visitor Profile Repository Self-learning Predictive Modeling Engine

If we could answer a few questions, we could determine what page to serve to each customer
What is this visitor doing now? Where is this visitor Located? What is their online experience like?
Highly predictive anonymous visitor profile

What have they done before?

Offline Customer Variables

How did this visitor arrive here?

When is this visit occurring? How frequently & recently have they visited?

Have they already expressed what they want?

What data is used to select the relevant offer?

Site Behaviour Variables Environment Variables
Customer/prospect New/return visitor Previous Visit pattern Tools usage IP address Country of origin Time zone Operating system Browser type

Previous Product interests

Searches Previous online purchases Previous Campaign exposure Previous Campaign responses

Screen resolution Offline Customer Variables Referrer Variables

Referring domain Campaign ID Affiliate PPC Natural search

Temporal Variables Time of day

Day of week Recency Frequency

Search keywords
Direct/bookmark

Lloyds TSB Initial Page

Profile A

Profile B

Profile C

Profile D

Targeting on the secure logoff page

Temporal targeting

3:15 PM

1:45 AM

Why Web Analytics 2.0

is the inevitable response to the changing Internet A reflection that: Page views are becoming less relevant as a fundamental measure on some sites Quantitative data alone doesnt tell us enough about visitor engagement The browser wars are starting over again, this time on mobile devices Available reporting mechanisms are increasingly inadequate The nature of measurement is changing rapidly

Web Analytics 2.0 is

(1)

(2)

(3)

the analysis of qualitative and quantitative data from your website and the competition, to drive a continual improvement of the online experience that your customers, and potential customers have, which translates into your desired outcomes (online and offline).

Arrive at Insight
1. 2.

3.

4. 5.

Clickstream Typical web analytics. Multiple Outcomes Analysis All those objective outcomes need to be measured to see if the site is really driving the desired outcomes. Experimentation & Testing In its simplest form, this means A/B testing the design of your website, including text, graphics, buttons, banner ads, everything. Voice of the Customer The results can be tied back to analytics data and may reveal customers true motivations. Competitive Analysis Your competitors may be running campaigns or launching products/features that are impacting your sites performance (could be either up or down).

Customer Experience Management

The core value of CEM systems is the ability to capture and report on every interaction a visitor has with a site. It is highly diagnostic as it helps to determine whether the abandonment was audience or application related. Pinpoints the true source of the problem

Customer is still the king

Hence understanding the customer/ visitor behaviour through both quantitative & qualitative ways are critical. Tools such as CEM, VOC & Click Stream give us a complete view of our customer behaviour.

Web 3.0
The real problem we would all eventually face is Web 3.0 will be about mobile computing

All the same problems On smaller screens With different usability challenges Potentially without JavaScript and cookies
Every request for information could be tied to a good unique ID Every request for information could be coupled with a geographic location

But Web 3.0 will create unique opportunities

Web Analytics 3.0

Some new questions well be able to ask with Web Analytics 3.0!

Which of our stores was the visitor in or near when they came to our site? What offers do we have in the visitors neighborhood at work or at home? Can the visitors location or demographic profile be used to disambiguate search? Which ads work best based on the visitors phone browsing platform and time of day? What message would be most appropriate given time of day, geographic location, and observed visitor behavior?

Web 3.0 will bring advertisers and marketers closer than ever to their customers And how will we help them take advantage of these new opportunities

Source

Improving Customer Acquisition through Analytics - Brent Hieggelke CUSTOMER EXPERIENCE MANAGEMENT ND WEB ANALYTICS From KPIs to Customer Transactions - Eric Peterson Multiplicity: Succeed Awesomely At Web Analytics 2.0! - Avinash Kaushik