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Web Analytics 101

Web Analytics 101 . Eric Carpenter Eric.Carpenter@everbank.com ecarpe15@gmail.com. About Me. Harrah’s Entertainment (3 years, Cherokee, NC) Revenue Management Analyst (Hotel) Marketing Database Analyst Bradford Exchange/Hamilton Collection (3 years, Jacksonville, FL)

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Web Analytics 101

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  1. Web Analytics 101 Eric Carpenter Eric.Carpenter@everbank.com ecarpe15@gmail.com

  2. About Me • Harrah’s Entertainment (3 years, Cherokee, NC) • Revenue Management Analyst (Hotel) • Marketing Database Analyst • Bradford Exchange/Hamilton Collection (3 years, Jacksonville, FL) • Collectables (Figurines) via Direct mail, Print, and Online • Campaign Manager • Web Analytics Research • EverBank (3 months) • Web Digital Analyst • AvanashKaushik Blog… • www.kaushik.com

  3. Web Analytic Tools I Have Used

  4. Why does your Website exist? • What are you hoping to accomplish by being on the web? • What are the 3 most important priorities for your site? • Only 2% of your website visitors (for most websites) will ever convert on your website. How do you know why the other 98% visited your site and find ways in which your site is letting them down. • Define a winning event(s). • Create DUMB goals (Doable, Understandable, Measureable, Beneficial) • Web Analytics will help you measure these goals.

  5. Sample Web Marketing Plan

  6. Objectives for Plan

  7. What is captured? • Demographics • Geography, Languages, Time Zones, etc. • Technical information • Browser, Mobile, Screen Resolution, ISP used, etc. • Timestamps…Date, Time, DOW, Time on site • New vs. Returning? • Previous buyers? • Common products? • Building a cross-sell matrix

  8. Content • Page Stats • Page views, Time on Site, Exit and Entry Pages… • Paths • Page rankings, which pages are top assist/converter pages? • Under performing pages/SEO • Prioritize your labor • Events • Bounce Rate % for a web page = Views only one page then exit • Links working? • Links hard to find? • Bad content? • Test, Test, and Test • Settle arguments • Make it a fun experience! • Use survey tools!

  9. KPI’s What is a KPI: A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives. *Unique to every website EverBank BestBuy New York Times Harrah’s Entertainment Bradford Exchange *Define Targets with help from others.

  10. Create Targets For KPI’s

  11. Traffic Sources/Segments • Looking for balanced portfolio • Organic Search Traffic (SEO) - Keywords • To High: Over exposure to search rankings and will get dinged • To Low: Opportunity for Improvement for SEO • Direct Load – Key In/Bookmark your website • Existing Customers/Offline Campaigns • If it is to low, flags customer service and retention as problem areas • Referring Sites • Free Traffic • Social Media, Facebook, Sites that Link to your products or services • Campaigns/Other • Email, Display Ads, Retargeting, anything that has an expense

  12. Create Segments and Evaluate!

  13. Attribution/ Sample Funnel Assist Convert

  14. Wrap Up… • Not going to solve all of your problems and provide silver bullets, but will help you… • Validate and measure decisions • Prioritize your work • Connect you with marketing • Realize that Web Analytics is unique and YMMV • Try to get your co-workers or clients excited about it! • We made this change and it generated x more dollars!

  15. Questions?

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