Analytics is a powerful tool to grow your business and make decisions from "numbers"

1. Ramon RayEditor & Technology EvangelistSmallbiztechnology.com 1

2. What Is Analytics Analyzing Information Measuring Turning Data Into Actionable Information 2

3. Analytic Benefits Fine Tuning Changing Direction Improving the Good Stopping the Bad 3

4. What Are Your Goals More Web Site Traffic More Facebook Likes More Twitter Followers More Email Followers 4

5. What Are Your Real Goals More Media Mentions More Sales Leads More Customer Comments Less Complaints Less Phone Calls 5

6. What Can Analytics Tell You? Is my advertising working? What medium is most desired by my customers? What time of the day is best? Images? Video? Text? White Papers? What products do my customers want? What products don’t my customers want? 6

7. Listen Carefully To Your Data Are Analytics YELLING NO?! Succeed Fast. Fail Faster. 7

8. Is Email Marketing Dead? Still A Great Way To Nurture A Relationship with Customers Compliments Social Media, Blogs and a great Web Site 8

9. Email Analytics Emails Sent Emails Bounced Emails Open Emails Clicked 9

10. Bounced Email Non-existent email addresses Find out why Temporarily Undeliverable Try again and measure Blocked (Company, ISP) Contact company and/or ISP Mailbox Full Hmm….ethically and discretely contact the recipient Vacation (email was delivered) 10

11. Emails Opened Are you segmenting your email Agonize over subject lines 11

12. Email Opens Subject Line was good enough to pique interest High Open Rates Are Good If they don’t open should you delete? Want to hear Ramon’s Symantec Story? Don’t stop at “opens”! Did they click? 12

13. Engagement Forwards Social Media Shares TIP: Refresh Past Email Campaign Analytics 13

14. Email Clicks Clicks is deeper engagement and interest in your product, service, information, YOU! Glean insight from clicks 14

15. Follow Clicks from Email To Web Tag links to follow through to web site Clicks are great but final action is vital Neat and Powerful Tool: URL Builder 15

16. URL Builder 16 http://www.google.com/support/googleanalytics/bin/answer.py?answer=55578

17. Web Site Analytics Who are your visitors? Where are they coming from? What are they viewing? What do they want? What content do they like best? What should you offer them? How are they finding you? 17

18. Web Site Analytics: Visitors Visits Page Views Time On Site Bounce Rate New Visits Language Browser Operating System Browser Flash Java 18

19. Web Site Analytics What your web site is about affects metrics interpretation 19

20. New vs. Returning Visitors New visitors are great? Why is no one returning? Content is not compelling enough Prices too high Error on web site Visitors are returning? Why are no new visitors coming? Content is so niche Products are too specialized 20

21. Bounce Rate Bounce Rate How fast are people leaving web site? Bounce Rate High Blog with content on the first page? Bounce Rate High Web Site that is difficult to navigate Language 21 Web Site Analytics

22. Traffic Sources Direct Traffic Your own actions are working! Referring Web Sites Advertise more Provide more content Search Engines 22

23. Content Top content Entrance Pages Entrance Keywords Click Patterns 23

24. Click Patterns Do I need to upgrade my web site? 24

25. What Else To Measure Page Not Found Slow Web Sites Mobile Browsers Site Down (should you change your web host?) 25

26. Web Site Speed 26

27. Is Your Web Site Mobile Ready Check out smallbiztechnology.com on your phone. How does it look? 27

28. Twitter Analytics Most clicked content (use short links) Follower Increase List increase Re-Tweets Klout Score 28

29. Facebook Analytics Likes | Unlikes | Gender | Age | Country | Interaction 29

30. Measure Video 30

31. Other Tools For Analytics SlideShare (for measuring PPT views) Short URLS (like Bit.ly) for measuring everything Event Marketing Measurement – Eventbrite, others Google Alerts Plancast 31

32. Selling Online? Shopping Cart Abandonment Lost shoppers (should you use live chat) 32

33. NO MORE GUT INSTINCT 33

34. 34 Do Analytics But AlsoTALK To Customers