1. Adir Regev
adir@gim.co.il

2. Who we are
• Established 2006
• ~40 Customers
– Almost in every industry finance , travel, e-commerce,
academic, investments, communication, pharmacy, real
estate, classifieds...

3. • Media Management
– Search Engines (SEM)
– Sites Networks
– Facebook Reseller
– Niche markets (Yandex, Begun, Bukra…)
• Search Optimization
– Brand Protection
– Complex / Multilingual
• Web Analytics & UI
• Youtube Channels
– Design & Implementation
– Management & Promotion
–
• Minisites Design & Production
• Applications Development
– Mega Campaigns managements
– SEO benchmarking & management tools
Our Services

4. Actionable Data
Less Data
More Action
Based on:
- Personal experience
- Avinash Kaushik “Web Analytics 2.0”
- Prof. Ken Wong profit model

5. Tones of Data – Nothing Actionable

6. Important Terms
Conversion RateNumber of “leads” per visits
termmeaning
VisitorsThe number of unique visitors to the
site, regardless of how many times
they visited the site
VisitsNumber of visits to a site
Regardless the identity of the visitor
Bounce RateShare of visits with single pageview
and no conversion

7. General Data
visitors
‫בחודש‬ ‫מבקרים‬
50,788
30,472
19,514 17,957 16,045
7,224 6,595 6,264 4,365 4,157
0
10,000
20,000
30,000
40,000
50,000
60,000
‫ם‬‫י‬‫ע‬‫צ‬‫ב‬‫מ‬
‫ט‬‫נ‬‫ר‬‫ט‬‫נ‬‫י‬‫א‬
‫ה‬‫כ‬‫י‬‫מ‬‫ת‬‫ו‬‫ת‬‫ו‬‫ר‬‫י‬‫ש‬
‫י‬‫ש‬‫י‬‫א‬‫ק‬‫ז‬‫ב‬
‫ן‬‫ו‬‫פ‬‫ל‬‫ט‬
NGN
‫ת‬‫ו‬‫י‬‫ו‬‫נ‬‫ח‬‫ת‬‫ש‬‫ר‬
‫ר‬‫ש‬‫ק‬‫ר‬‫ו‬‫צ‬
‫ם‬‫י‬‫ש‬‫ו‬‫ר‬‫ד‬
‫י‬‫ק‬‫ס‬‫ע‬
‫מבקרים‬
220,036
181,665
5,221 13,917 6,376
24,489 13,8827,335
136,350
156,643
0
50,000
100,000
150,000
200,000
250,000
‫וכחי‬‫נ‬ ‫חודש‬ 220,036 7,335 181,665 24,489 13,882
‫קודם‬ ‫חודש‬ 156,643 5,221 136,350 13,917 6,376
‫בחודש‬ ‫מבקרים‬
‫ממוצע‬ ‫מבקרים‬
‫ביום‬
‫ביקרו‬‫ש‬ ‫מבקרים‬
‫אחת‬ ‫פעם‬
‫ביקרו‬‫ש‬ ‫מבקרים‬
‫פעמיים‬
‫ביקרו‬‫ש‬ ‫מבקרים‬
‫ויותר‬ ‫פעמים‬ ‫לוש‬‫ש‬
CategoryA
CategoryB
CategoryC
CategoryD
CategoryE
CategoryF
CategoryF
CategoryF
CategoryF
CategoryF
Monthly Visitors
Monthly Visitors- compare to last month
This month
Last month
One visit two visit 3 visit
More then
once
Total
visits
Bounce rate
‫יחיד‬ ‫עמוד‬ ‫הכוללים‬ ‫ביקורים‬
74,994
132,202
39%
43%
36%
37%
38%
39%
40%
41%
42%
43%
44%
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
‫יחיד‬ ‫עמוד‬ ‫הכוללים‬ ‫ביקורים‬ 132,202 74,994
% ‫נטישה‬ 43% 39%
‫נוכחי‬ ‫חודש‬ ‫קודם‬ ‫חודש‬This monthLast month
‫הגעה‬ ‫מקורות‬
‫ממנועי‬ ‫הגעה‬
, 93,628 ,‫חיפוש‬
31%
,‫אחרים‬ ‫אתרים‬
18% ,55,876
‫ירה‬‫יש‬ ‫הגעה‬
,155,095 ,‫לאתר‬
51%
Traffic Sources
Direct Search
Engines
Referrals

8. Top PagesTop Keywords
‫חיפוש‬ ‫מילות‬
55,107
4,168 3,885 3,087 3,458
3,7394,9505,3436,175
41,002
0
10,000
20,000
30,000
40,000
50,000
60,000
‫וכחי‬‫נ‬ ‫חודש‬ 55,107 6,175 5,343 4,950 3,739
‫קודם‬ ‫חודש‬ 41,002 4,168 3,885 3,087 3,458
‫בזק‬ ‫סטור‬ ‫בזק‬ bezeq ‫לקוחות‬ ‫ירות‬‫ש‬ ‫בזק‬ ngn
‫פופולריים‬ ‫דפים‬
121,584
46,911
0
22,837 21,365
28,68829,96935,989
24,851
89,166
0
50,000
100,000
150,000
‫וכחי‬‫נ‬ ‫חודש‬ 121,584 46,911 35,989 29,969 28,688
‫קודם‬ ‫חודש‬ 89,166 0 24,851 22,837 21,365
‫הבית‬ ‫עמוד‬
‫מדיה‬ ‫מבצע‬
‫סטרימר‬
‫ותמיכה‬ ‫רות‬‫ש‬
‫י‬‫ראש‬
‫י‬‫ראש‬ ‫ט‬‫אינטרנ‬ ‫י‬‫ראש‬ ‫י‬‫איש‬ ‫בזק‬
Top Exit CategoriesTop Resources
‫ה‬‫נטיש‬
43%
20%
14%
43%
7%
24%
77%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
‫האתר‬ ‫כלל‬ ‫אינטרנט‬ ‫טלפון‬ ‫מבצעים‬ NGN ‫קשר‬ ‫צור‬ ‫שרות‬
‫ותמיכה‬
0%
20%
40%
60%
80%
100%
‫האתר‬ ‫כלל‬ ‫טרנט‬‫אינ‬ ‫טלפון‬ ‫מבצעים‬ NGN ‫ר‬‫קש‬ ‫צור‬ ‫רות‬‫ש‬
‫ותמיכה‬
‫לאתר‬ ‫ירה‬‫יש‬ ‫הגעה‬ ‫חיפוש‬ ‫ועי‬‫ממנ‬ ‫הגעה‬ ‫אחרים‬ ‫אתרים‬
General Data

9. Visitors
Top pages
Top keywords
‫חיפוש‬ ‫מילות‬
13,271
1,427 1,760
1,079 962
1,603
4,950
1,9781,993
10,447
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
‫וכחי‬‫נ‬ ‫חודש‬ 13,271 1,993 1,978 4,950 1,603
‫קודם‬ ‫חודש‬ 10,447 1,427 1,760 1,079 962
‫בזק‬ bezeq ngn ‫אינטרנט‬ ‫בזק‬ ‫לאומי‬‫בינ‬ ‫בזק‬
‫פופולריים‬ ‫דפים‬
27,102
30,072
22,991
8,073 8,357
10,024
11,889
24,892
20,79119,609
0
10,000
20,000
30,000
40,000
‫וכחי‬‫נ‬ ‫חודש‬ 27,102 30,072 24,892 11,889 10,024
‫קודם‬ ‫חודש‬ 19,609 22,991 20,791 8,073 8,357
- ‫מהיר‬ ‫ט‬‫אינטרנ‬
‫י‬‫ראש‬
‫ט‬‫אינטרנ‬ ‫י‬‫ראש‬
‫ט‬‫אינטרנ‬ ‫מבצעי‬
‫ים‬‫חדש‬ ‫ללקוחות‬
BNET ‫י‬‫ראש‬ BGAMES ‫י‬‫ראש‬
‫מבקרים‬
30,472
793
1,016
23,804
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
‫וכחי‬‫נ‬ ‫חודש‬ 30,472 1,016
‫קודם‬ ‫חודש‬ 23,804 793
‫בחודש‬ ‫יומיים‬ ‫מבקרים‬ ‫מספר‬ ‫ביום‬ ‫ממוצע‬ ‫מבקרים‬ ‫מספר‬
Bounce Rate
‫יחיד‬ ‫עמוד‬ ‫הכוללים‬ ‫ביקורים‬
11,188
14,720
20%20%
10%
15%
20%
25%
30%
35%
40%
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
‫יחיד‬ ‫בעמוד‬ ‫ביקורים‬ 14,720 11,188
% ‫נטישה‬ 20% 20%
‫נוכחי‬ ‫חודש‬ ‫קודם‬ ‫חודש‬
Category A

10. Visitors
Top Pages
Top Keywords
‫פופולריים‬ ‫דפים‬
24,812
8,266
6,383 6,530
4,249
4,898
7,457
6,783
5,365
18,327
0
5,000
10,000
15,000
20,000
25,000
30,000
‫וכחי‬‫נ‬ ‫חודש‬ 24,812 8,266 6,783 7,457 4,898
‫קודם‬ ‫חודש‬ 18,327 6,383 5,365 6,530 4,249
‫טלפון‬ ‫י‬‫ראש‬ ‫רותים‬‫ש‬ ‫י‬‫ראש‬ ‫מסלולים‬ ‫י‬‫ראש‬ ‫קווים‬ ‫י‬‫ראש‬ ‫ביל‬ ‫בזק‬
‫חיפוש‬ ‫מילות‬
11,256
796 703 629 507
760
1,157
968
728
9,400
0
2,000
4,000
6,000
8,000
10,000
12,000
‫נוכחי‬ ‫חודש‬ 11,256 728 968 1,157 760
‫קודם‬ ‫חודש‬ 9,400 796 703 629 507
‫בזק‬ ‫בזקביל‬ bezeq ‫לקוחות‬ ‫ירות‬‫ש‬ ‫בזק‬ ‫סטור‬ ‫בזק‬
‫מבקרים‬
16,045
440
535
13,200
0
5,000
10,000
15,000
20,000
‫נוכחי‬ ‫חודש‬ 16,045 535
‫קודם‬ ‫חודש‬ 13,200 440
‫בחודש‬ ‫יומיים‬ ‫מבקרים‬ ‫מספר‬ ‫ביום‬ ‫ממוצע‬ ‫מבקרים‬ ‫מספר‬
Resources
‫הגעה‬ ‫מקורות‬
‫ועי‬‫ממנ‬ ‫הגעה‬
, 30,627 ,‫חיפוש‬
42%
,‫אחרים‬ ‫אתרים‬
24% ,17,581
‫ירה‬‫יש‬ ‫הגעה‬
,25,236 ,‫לאתר‬
34%
Category B

11. Visitors
Top pages
Top Keywords
‫חיפוש‬ ‫מילות‬
9,251
1,251
604 403 258
466
7271,048
1,883
5,540
0
2,000
4,000
6,000
8,000
10,000
‫וכחי‬‫נ‬ ‫חודש‬ 9,251 1,883 1,048 727 466
‫קודם‬ ‫חודש‬ 5,540 1,251 604 403 258
‫בזק‬ ‫סטור‬ ‫בזק‬ bezeq ‫לקוחות‬ ‫ירות‬ ‫ש‬ ‫בזק‬ cze
‫פופולריים‬ ‫דפים‬
47,026
24,181
4,273 3,490 4,304
2,314
0 568 843 575 573
4,6294,7497,311
00
0
10,000
20,000
30,000
40,000
50,000
‫וכחי‬‫נ‬ ‫חודש‬ 47,026 24,181 7,311 4,749 4,629 4,273 3,490 4,304
‫קודם‬ ‫חודש‬ 0 2,314 0 0 568 843 575 573
‫מדיה‬
‫סטרימר‬
‫מבצעים‬
‫י‬‫ראש‬
‫מצגת‬
‫מדיה‬
‫בזק‬ ‫מבצע‬
‫וארקיע‬
‫חבילה‬
‫ולבת‬‫מש‬
‫מבצע‬
‫ט‬‫טרנ‬‫אינ‬
‫קו‬ ‫מבצעי‬
‫טלפון‬
‫הדור‬ ‫תב‬‫נ‬
‫הבא‬
‫מבקרים‬
50,788
238
1,693
7,140
0
10,000
20,000
30,000
40,000
50,000
60,000
‫וכחי‬‫נ‬ ‫חודש‬ 50,788 1,693
‫קודם‬ ‫חודש‬ 7,140 238
‫בחודש‬ ‫יומיים‬ ‫מבקרים‬ ‫מספר‬ ‫ביום‬ ‫ממוצע‬ ‫מבקרים‬ ‫מספר‬
Bounce Rate
‫יחיד‬ ‫עמוד‬ ‫הכוללים‬ ‫ביקורים‬
2,177
32,368
10%
43%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
‫יחיד‬ ‫בעמוד‬ ‫ביקורים‬ 32,368 2,177
% ‫נטישה‬ 43% 10%
‫נוכחי‬ ‫חודש‬ ‫קודם‬ ‫חודש‬
Category C

12. Visitors
Top Pages
Top Keywords
‫חיפוש‬ ‫מילות‬
2,730
1,905
678
578
359
430
558669
2,310
2,568
0
500
1,000
1,500
2,000
2,500
3,000
‫נוכחי‬ ‫חודש‬ 2,730 2,310 669 558 430
‫קודם‬ ‫חודש‬ 2,568 1,905 678 578 359
ngn ‫בזק‬ ngn ‫בזק‬ ngn ‫בזק‬ bezeq
‫פופולריים‬ ‫דפים‬
8,534
7,054
4,787
2,896
3,372
4,3325,035
2,873
5,961
0
2,000
4,000
6,000
8,000
10,000
‫וכחי‬‫נ‬ ‫חודש‬ 8,534 7,054 5,035 4,332
‫קודם‬ ‫חודש‬ 5,961 4,787 2,873 2,896 3,372
NGN ‫מפת‬ ‫פי‬ ‫על‬ ‫החיים‬
‫עומד‬ ‫גדול‬ ‫הו‬‫מש‬
‫לקרות‬
‫בבית‬ ‫ובות‬‫ותש‬ ‫אלות‬‫ש‬
‫מבקרים‬
241
7,224
241
7,226
0
2,000
4,000
6,000
8,000
‫וכחי‬‫נ‬ ‫חודש‬ 7,224 241
‫קודם‬ ‫חודש‬ 7,226 241
‫בחודש‬ ‫יומיים‬ ‫מבקרים‬ ‫מספר‬ ‫ביום‬ ‫ממוצע‬ ‫מבקרים‬ ‫מספר‬
Bounce Rate
‫לידים‬ ‫טפסי‬ - ‫המרה‬ ‫יחסי‬
4081,034
1.4%
1.9%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
0
200
400
600
800
1,000
1,200
‫לידים‬ ‫מספר‬ 1,034 408
% ‫לידים‬ ‫ולחי‬‫ש‬ 1.4% 1.9%
‫נוכחי‬ ‫חודש‬ ‫קודם‬ ‫חודש‬
Category D

13. 1313
Focus on LEADS !

14. ‫טופס‬‫לידים‬%
‫כללי‬ ‫קשר‬ ‫צור‬59027%
‫שירות‬ ‫קשר‬ ‫צור‬56826%
‫טכני‬ ‫קשר‬ ‫צור‬43820%
‫תמיכה‬ ‫קשר‬ ‫צור‬36017%
‫מכירות‬ ‫קשר‬ ‫צור‬22310%
‫כולל‬ ‫סכום‬2179100%
‫קשר‬ ‫צור‬
‫טופס‬‫לידים‬%
‫מהיר‬ ‫אינטרט‬66545%
‫גלישה‬ ‫חבילות‬44230%
BGAMES14510%
Bnet1299%
‫וירוס‬ ‫אנטי‬524%
‫רשת‬ ‫תמיכת‬262%
B14420%
‫מגה‬ 4 ‫מכירת‬10%
‫כולל‬ ‫סכום‬1462100%
‫אינטרנט‬
‫טופס‬‫לידים‬%
‫סטרימר‬ ‫מדיה‬54953%
‫אינטרנט+לפטופ‬12612%
‫מבצעים‬ ‫על‬ ‫עדכונים‬ ‫קבלת‬12512%
Bnet10110%
‫דירה‬ ‫מעברי‬586%
‫טלפון‬ ‫קו‬ ‫מבצעי‬495%
‫שירה‬ ‫מעברי‬101%
Bnet USB71%
B14461%
26 ‫סמסונג‬ ‫מחשב‬ ‫מסך‬30%
‫כולל‬ ‫סכום‬1034100%
‫מבצעים‬
‫טופס‬‫לידים‬%
‫טלפון‬ ‫גלריית‬23036%
‫שלושים‬ ‫משתלם‬ ‫מסלול‬8113%
‫טלפון‬ ‫קו‬6310%
Fax2mail609%
‫אגורות‬ ‫באפס‬ ‫דבר‬488%
‫מזוהה‬ ‫שיחה‬213%
‫קבע‬ ‫הוראת‬173%
‫קולי‬ ‫תא‬152%
‫בהוצאות‬ ‫חיסכון‬ ‫מחשבון‬142%
‫נבחרים‬ ‫יעדים‬ ‫מסלולי‬122%
SMS ‫הודעות‬112%
‫וירטאולי‬ ‫קו‬102%
‫שיחות‬ ‫הקלטת‬102%
‫הגבלה‬ ‫ללא‬ ‫שיחות‬ ‫מסלולי‬91%
‫קארד‬ ‫בזק‬81%
‫טלקמפוס‬51%
‫קווים‬ ‫גלריית‬51%
‫ועידה‬ ‫שיחת‬41%
‫מספרים‬ ‫ניוד‬41%
‫שיחות‬ ‫חסימת‬20%
‫חיוג‬ ‫אל‬20%
‫גוביינא‬10%
144 SMS10%
‫כולל‬ ‫סכום‬633100%
‫טלפון‬
‫טופס‬‫לידים‬%
‫קבע‬ ‫הוראת‬14462%
‫מהירות‬ ‫בדיקת‬8838%
‫כולל‬ ‫סכום‬232100%
‫ותמיכה‬ ‫שירות‬
‫טופס‬‫לידים‬%
NGN ‫מהירות‬75100%
‫כולל‬ ‫סכום‬75100%
NGN
‫טופס‬‫לידים‬%
IP CENTRIX5224%
‫טלפון‬ ‫קו‬3818%
‫אחד‬ ‫ועוד‬ ‫אחד‬2713%
‫גלישה‬ ‫חבילות‬115%
B144105%
‫מבצעים‬ ‫על‬ ‫עדכונים‬ ‫קבלת‬94%
‫תקלה‬ ‫בנושא‬ ‫פניה‬84%
‫ארצי‬ ‫מספור‬84%
‫מהיר‬ ‫אינטרנט‬84%
Fax2mail63%
‫שיחות‬ ‫נתב‬63%
IPVPN63%
PRI31%
‫מוביל‬ ‫מספר‬31%
‫קו‬ ‫מולטי‬31%
‫מטרו‬ ‫תימסורת‬21%
Bnet21%
‫סנטר‬ ‫דאטה‬21%
(‫)ריק‬10%
‫שיחות‬ ‫הקלטת‬10%
SMS ‫הודעות‬10%
ATM10%
HD Voice10%
‫משלימים‬ ‫ואביזרים‬ ‫מחשבים‬10%
‫עוקבת‬ ‫קידומת‬10%
‫תימסורת‬10%
Ethernet Direct10%
‫כולל‬ ‫סכום‬213100%
‫עסקי‬

15. 1515
Thank You Slide…
What did the VP Marketing Remembered ?
Unique
Visitors?
Bounce
Rate ?
Conversion
Rate ?
Top
Keywords ?
Top Exit
Pages ?

16. Lets Get Practical !

17. The Problem with Web Analytics
reports Clickstream
Insights

18. Actionable Web Analytics
Clickstream
KPI’s
Testing (A/B(
Traffic Analysis
Benchmarking
Insights

19. Thumb Rules
• Understand your Business Environment
• Understand your Conversions Value
– Value = Income / Gross Profit / Net Profit ?
• Understand your Growth Potential
– What is my market share ?
• Connect data to Business Logic
• Higher Conversion Rate = Higher Profitability
• Higher Volume = Higher Growth Potential

20. Thumb Rule
• KISS – Keep It Simple & “Stupid”
• So even the Marketing VP would understand

21. Source: Avinash Kaushik the great
http://www.kaushik.net/avinash/2010/06/win-web-metrics-line-sight-net-income.html
Income
sell higher value products
increase purchase tendency
cross sale / up sale
Conversion Value
Cost Conversion
reduce cost of traffic
improve conversion rate
increase returning buyers
Net Incomes/ Profit
Market Share
generate more traffic
improve marketing message
improve landing pages
Growth Potential
Market Size
can you grow your market?
look for niche markets
look for a better job !
Income
sell higher value products
increase purchase tendency
cross sale / up sale
Cost Conversion
reduce cost of traffic
improve conversion rate
increase returning buyers
Market Share
generate more traffic
improve marketing message
improve landing pages
Market Size
can you grow your market?
look for niche markets
look for a better job !
Income
sell higher value products
increase purchase tendency
cross sale / up sale
Cost Conversion
reduce cost of traffic
improve conversion rate
increase returning buyers
Market Share
generate more traffic
improve marketing message
improve landing pages
Market Size
can you grow your market?
look for niche markets
look for a better job !

22. KISS - Keep It Simple Sample 1

23. Income
sell higher value products
increase purchase tendency
cross sale / up sale
Conversion Value
Cost Conversion
reduce cost of traffic
improve conversion rate
increase returning buyers
Net Incomes/ Profit
Market Share
generate more traffic
improve marketing message
improve landing pages
Growth Potential
Market Size
can you grow your market?
look for niche markets
look for a better job !
Income
sell higher value products
increase purchase tendency
cross sale / up sale
Cost Conversion
reduce cost of traffic
improve conversion rate
increase returning buyers
Market Share
generate more traffic
improve marketing message
improve landing pages
Market Size
can you grow your market?
look for niche markets
look for a better job !
Income
sell higher value products
increase purchase tendency
cross sale / up sale
Cost Conversion
reduce cost of traffic
improve conversion rate
increase returning buyers
Market Share
generate more traffic
improve marketing message
improve landing pages
Market Size
can you grow your market?
look for niche markets
look for a better job !
√
?
?
√

24. Income
sell higher value products
increase purchase tendency
cross sale / up sale
Conversion Value
Cost Conversion
reduce cost of traffic
improve conversion rate
increase returning buyers
Net Incomes/ Profit
Market Share
generate more traffic
improve marketing message
improve landing pages
Growth Potential
Market Size
can you grow your market?
look for niche markets
look for a better job !
Action
Action
improve funnel on your site
Russian caviar - special offer
Action
increase advertise on relevant channels
translate advertising into Russian
translate landing pages into Russian
Action
create awareness - Display advertising

25. KISS - Keep It Simple Sample 2
$437
$217
$920
$78
$79
2217
4264
52
404
390
$299647
Netex.mako.co.il

26. Summary
• Understand your business logic
• Attached business value to your data
• Search for data that can make great change
very fast
• Don’t start “event tracking” every button and every
menu
• Take simple actions to increase profitability of
your activity
• Give your management only the…
Business Bottom Line !

27. One of our customers – Bottom Line
“I showed my management how you took 500,000
shekels and created 57,000,000 worth of sales
with your SEO and Analytics sh……..t.”
“They loved this slide, and I got a great bonus!”
“Send me the work order for next year… I’ll sign it.”

28. Turn your Site into Business
Thank You
‫רבה‬ ‫תודה‬
‫جزيل‬ ‫شكرا‬
Большое спасибо
muchas gracias
www.gim.co.il
adir@gim.co.il
09-8855824