web analytics: the value of insight

Web Analytics:The Value of InsightBy Iain HarperHeartwood Digital

http://heartwooddigital.com

About Iain Harper

• Over 15 years in the Internet industry• Agency and client-side• Consults internationally on the integration of

digital marketing• Google Analytics Qualified

• heartwooddigital.com• linkedin.com/in/iainharper• @Iain_Harper

You and your Events

• 25% of the events represented in the room are not using web analytics

• … you’ll discover why you’re missing out

• For the 75% who are using web analytics• … you’ll learn how to get more from it

What is Web Analytics?

• “Web Analytics supports your entire digital marketing strategy with objective insight into performance and the behaviour of your target audience”

• Data collection and analysis• Anonymously track online interaction• Website and Event specific• Aggregated and generic

Knowledge is Power

• Where do your visitors come from?• How do they interact with your site?• What stops them converting to customers?• Where do they go next?• Which campaigns are most cost-effective?• Do other event sites perform better?

• Why?– Test and measure alternative strategies

The Value of Insight

• Before– Ads, Search, Email, Social, PR, Ticket Sales

• During– Buzz, Interaction, Recommendations

• After– Feedback, Reviews, “Next Year…”

• Optimise event marketing– Promotion– Conversion– Engagement

Channel Integration

Smart, Mobile, On Location

Interaction & Engagement

Integrated Intelligence

Google Analytics in Focus

Get Access – Take Control

Get Access – Take Control

Dashboard

Visitors

New Visitors vs Returning

Landing Pages

Most Popular Content

Site Navigation

Search Engines

Paid Search Tracking

• Google Analytics integrates with Adwords• You can track other PPC and display ads too• Compare performance with SEO

Source Conversions

Browsers

Smartphone Usage

Segment & Conquer

• Top-level statistics fine for barometer KPIs• Segmentation crucial for real insight

• Compare performance by segment– Sources of visitors– Methods of access– Landing pages– Exit pages– Conversion funnels

Segmentation: Sources

Segmentation: Exit Pages

The Critical Conversion

The Critical Conversion

The Critical Conversion

Conversion Optimisation

• Track performance through every stage of the ticket sale funnel– Including the return of a converted customer

from a 3rd party ticketing site• Use segmentation for the full picture• Understand where people ‘drop-out’• Test alternative layouts/processes

– Including funnel pages on 3rd party sites

Track Specific Behaviour

• Track ‘Site Search’ usage• What are visitors searching for,

are they more engaged, do they convert better?

• Track ‘Share’ usage• Is the button prominent enough?

Track Specific Behaviour

Goal Tracking

Event Tracking

Summary

• Track all your incoming & outgoing channels– Remember offline & calls

• Don’t make do with only top-level KPIs– Get direct access and use smart segmentation

• Optimise landing pages & conversion funnels– A/B test different approaches– Don’t forget 3rd party ticketing processes

• Get the value of insight…– Before, during & after your event

Resources

• Heartwood Digital• http://heartwooddigital.com

• Google Analytics• http://www.google.com/analytics

• Infinity Tracking (Call Tracking)• http://www.infinity-tracking.com

• Hitwise Competitive Intelligence• http://www.hitwise.com/uk

• Radian6 Social Media Monitoring• http://www.radian6.com

• TweetWall Pro• http://www.tweetwallpro.com