IS09 - Web Analytics Bootcamp

1. What’s on your mind?

2. Kristi may &mYles rose Senior Marketing Analysts & Web Strategists

3. About idea Full-service interactive advertising agency Top-50 agency (AdWeek & BtoB) Fortune 100 clients 9 offices including Houston & Seattle Owned by MPS Group (NYSE: MPS) www.ideaii.com

4. WEB ANALYTICS BOOTCAMP How to hit the ground running when implementing a web analytics solution for your business Kristi May & Myles Rose Senior Marketing Analysts & Web Strategists

5. Web analytics trivia

6. Web analytics trivia US Web Analytics spending is projected to have an annual growth rate of 17% through 2014. In 2014, how much are US companies forecasted to spend on Web Analytics?

7. Web analytics trivia A- $109 Million B- $1 Billion C- $479 Million D- $953 Million

8. Why we’re here Which analytics provideris the best for my business? What are the steps I need to taketo make implementation a success? How do I use my analytics reportingto make informed decisions?

9. Why analytics?

10. Ad tracking – the old days Advertisers placed ad on TV Revisions to the campaign based on the self reported viewing habits of a small sample of viewers

11. Ad tracking – the digital age Advertisers place ad online Track each interaction and conversion Optimize advertising placements based on real time data and testing

12. How does analytics affect your business? Meet Bob Owns a three person graphic design shop Has a website featuring the shop’s portfolio Would like the website to generate new business How can website analytics help him?

13. Which analytics provider is best for my business? Top players

14. Which analytics provider is best for my business? Mid level

15. Which analytics provider is best for my business? Specialty

16. Why use Google Analytics? Free, yet powerful Easy to implement Get to know your visitors Available to all

17. Getting started How does Bob get started with Google Analytics?

18. Implementing Analytics Tracking Sample Tracking Code Once Bob signs up for an account, GA will generate the code below. Bob will copy the following code block into every web page he want to track immediately before the </body> tag. <script type="text/javascript"> vargaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E")); </script> <script type="text/javascript"> try { varpageTracker = _gat._getTracker("UA-XXXXXXX-X"); pageTracker._trackPageview(); } catch(err) {}</script>

19. Is the code working? Google Analytics Tracking Code Status WASP (Web Analytics Solution Provider) Firebug (Firefox Add-on) WASP Firefox add-on

20. Making sense of the reporting

21. Visitorsoverview report Key metrics Visits Visitors Time on site New visits 5 minute time on site average

22. Map overlayreport Key metrics Where are your visitors located? Bob’s big inHouston and Dallas

23. Top contentreport Key metrics What pages are your visitors most interested in? Visitors like to see Bob’s work

24. Referring sitesreport Key metrics What sites referred visitors to your site People who view Bob’s LinkedIn profile are likely to visit his website

25. Keywords report Key metrics What keywords are driving traffic to your site? Visitors were able to find Bob’s site using the term Motion Graphics Specialist.

26. Ecommerceoverview report Key metrics Are your visitors buying? Visitors are able to purchase art work from Bob’s site. This report helps Bob track visitor purchase conversions over time.

29. Links & resources Analytics providers www.omniture.com www.google.com/analytics www.coremetrics.com www.webtrends.com www.tealeaf.com www.clicktracks.com www.clicktales.com

30. Links & resources Tools to verify tracking www.webanalyticssolutionprofiler.com www.getfirebug.com