Web-analytics helps understand visitor / customer behavior. The deeper the knowledge is, the better results you will get. Part of the Opiskelupaikka-workshop for Helsinki Education and Research Area (06/2010).

1. WEB-ANALYTICS
”Our focus should be not on emerging
techonologies but on emerging cultural
practices.”
- Henry Jenkins, professor, Massachusetts Institue of Techonlogy
MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi

2. BACKGROUND
Lasse Leponiemi, Business Leader
Mediatalo Opiskelupaikka Oy
lasse.leponiemi@opiskelupaikka.fi
040 7711 123
IR Visual Works Oy
advisor of the board
Web Analytics Association Finland
member of the national board
Teemu Halminen, Business development
Mediatalo Opiskelupaikka Oy
teemu.halminen@opiskelupaikka.fi
040 480 8080
MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi

3. REFERENCES
MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi

4. WEB-ANALYTICS
IN BUSINESS
• Web-analytics in brief
” Web-analytics can be used to make business
more efficient on many different levels. The
greatest challenges in the use of web-analytics are
not in technical questions but in applying analysis
results to developing business.”
1. Break borders
2. Choose your key performance indicators
MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi

5. HOW TO IMPLEMENT?
STRATEGY WORK FOR IT BE BETTER
Preparation Construction Usage Development
Goals KPI-setting Sales forecasting
SEO + SEM & action
1. Analytics ground zero 2. Test & Play 3. Business language 4. Systemization
MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi

6. THEORY LEVEL
REAN-model (Jackson 2009)
REACH ENGAGE ACTIVATE NURTURE
returning
visits,
Navigation, newsletter
SEM, SEO, email, Downloads,
internal actions,
reffering domains, purchase,
ONLNE
search, additional
campaigns etc subscribtions
content services
CRM
Interviews regular
Phone, free-of-charge customers,
Contacts, advertising, events,
brochure, additional
exhibitions, PR, direct co-op with
information services,
OFFLIN
mail, partners
events
CRM
MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi

7. MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi

8. WHAT IS VALUABLE?
MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi

9. WORK FOR IT
KPI-workshop and SEO/SEM
• Business metrics
– Conversion rates to sales
– Sales summary
– Sales leads
– The most wanted services on the site
– Marketing optimization
• Site metrics
– Is everything working? error pages, internal
search etc.
• User metrics
– Overall customer experience
Lasse Leponiemi, Mediatalo Opiskelupaikka Ltd, lasse.leponiemi@opiskelupaikka.fi, +358 40 7711 123
MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
Petri Mertanen, Naviatech Ltd, petri.mertanen@naviatech.fi, +358 400 792 616

10. MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi

11. MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi

12. Trinity strategy (Kaushik 2007)
1. BEHAVIOUR
• Web-analytics
• Segments
• KPI tracking
• SEO + SEM
Encouragement Knowledge of
to optimal customer
behaviour experience
Insight to
customer experience
Actionable!
2. OUTCOME 3. EXPERIENCE
• the amount of orders • customer responses
• the amount of contacts win-win • customer surveys
• Revenue situation • Testing
• Conversion rates
Lasse Leponiemi, Mediatalo Opiskelupaikka Ltd, lasse.leponiemi@opiskelupaikka.fi, +358 40 7711 123
MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi
Petri Mertanen, Naviatech Ltd, petri.mertanen@naviatech.fi, +358 400 792 616

13. CHECKLIST
University website has at least two main functions:
1) Increase applications 2) lower expences
Use web-analytics and take note of these:
1. Goals and needs for web-analytics
2. Web-analytics rules on the organisational level; who does
what and why
3. Remember privacy statement and policy
4. Other aspects depending on the focusgroup (eg advertising,
children)
MEDIATALO OPISKELUPAIKKA OY | info@opiskelupaikka.fi | www.opiskelupaikka.fi