This is a presentation I held at the SEM konference - semkonferansen.no - in Oslo on the 16th of September 2010. It is about how you can use analysis of data to solve problems at different stages towards your primary objective of making money.

1. How to effectively Analyze the
Web Economy
jesperastrom.com
Digital Director @ Honesty

2. From Hockey stick to Long tail...

3. Are you asking the right
question to your data?

4. The web consist of three things
People - Content - Links
Producers Assets Value
a fourth thing is data, but we’re not there yet

5. What is our primary goal
online?

7. What should our primary goal
in Social Media be?

9. We want people who
Where can we find our
want our products to Buyer buyers?
come to our websites!
All people come to your
What do we need to do
website through a link or Link to get links?
through type-in!
But you get more than What do we need to do
buyers to your website to get traffic from those
that amount to your Traffic
links?
traffic!
You want to convert at
What do we need to do
much of that traffic into Conversion to convert that traffic?
buyers!
What do we need to do What do we need to do
get as much money out of Money get as much money out of
that conversion rate? that conversion rate?

10. Using Analytics
• Where can we find our buyers?
• What do we need to do to get links?
• What do we need to do to get traffic from those
links?
• What do we need to do to convert the traffic?
• What do we need to do get as much money out of
that conversion rate?

11. 1. Where can we find our
buyers?

12. Answer
• Listen in on the conversation
• Look at where your current visitors are coming
from
• Look at where current visitors are sharing too

13. How to do it
Free Tool Expensive Tool

14. How to do it
Track these bastards

15. 2. What do we need to do to
get links?

16. Answer
• Build relationships
• Utilize existing relationships
• Get links where others get links

17. How to do it
Co-Citation
What pages link to your
competitors?
What people are your
current network linked
What partners don’t link to?
to you today?
Source: http://www.webuildpages.com/jim/co-citation-understanding-how-it-effects-your-seo/

18. 3. What do we need to do to
get traffic from those links?

19. Answer
• You get trustworthy people to share them
• You get a lot of authority links that will make your
links rank in search engines
• You put them on relevant websites
• Think networks and people rather than pages

20. How to do it
Identify important users not users with a lot of
followers
@username
http://example.com?utm_source=@username

21. 4. What do we need to do to
convert that traffic?

22. Answer
• Listen to eg. Brian Eisenberg or Conversion
Rate Experts
• Hypothesis (educated guess), look at the
data, select the winner
• Don’t give up!!

23. How to do it
Some traffic convert like Remove obstacles and
this! persuade
Money out!

24. But most social media traffic
don’t convert.. :(

25. Finally!
What do YOU need?

26. Buyer
Link
Traffic
Remember?
Conversion
Money

27. Do what solves the problem!
• Irrelevant traffic - find where people are
talking about your stuff
• Few links - focus on getting links
• People don’t convert - invent new ways to
convert!

28. Use the users the way they
know how to be used!
Social News
Blogs/YouTube Search
sites
Don’t buy Some buy Many buy
But LINK! Some LINK Some link

29. ...or have them to leave some
data!
This stuff!
This stuff!

30. Put them in a cycle!
E-mail Persuasion 1 Persuasion 2 Persuasion 3
Sign up offer Survey Cancel account
Money out!

31. Or put them together to know
Traffic from
Blogs
Likes Surveys
Pay with E-mail Persuasion 1 Persuasion 2 Persuasion 3
Buy the third Perhaps test on
offer landing page for
blog referrals
Money out!

32. 5. What do we need to do get
as much money out of that
conversion rate?

33. Answer
• Ask the user what else they like
• Se what their friends buy
• Increase your prices
• Use data generated on other website and
in social networks

34. How to do it
Like Amazon...

35. How to do it

36. How to effectively Analyze the
Web Economy
jesperastrom.com
Digital Director @ Honesty