driving web success

05/03/23Technology Leaders: "Driving Web Success"

Technology Leaders

Technology Leaders, LLC www.technologyleaders.com 230 Park Ave. New York, NY 10169 (212) 808-3058

Driving Web Success with Analytics Best Practices


http://www.technologyleaders.com/

Technology Leaders: "Driving Web Success"2

Table of Contents:

TL view of industry; TL offerings pp 3 - 5 TL “best practices” engagement pp 6 - 9 TL’s “e5o”: comprehensive web ROI matrix pp 10

- 12 About TL pp 13 - 16

Technology Leaders: "Driving Web Success"


Web Analytics Today:Few Organizations can Cover the Bases

Lack of efficiency in analytics process Leading tools leave gaps if not

customized Little certainty that data is accurate

(audited) Flawed tags and data collection Quantity of data is ahead of quality of

data Difficult to keep

systems/tagging/expertise current . . .can this be fixed?



Technology Leaders:The World’s Most Experienced Web Analytics Consulting Company

Focus 100% on WA since 2002 Founder of WAA in 2004 Supporting large enterprises Hundreds of successful

engagements Tool-agnostic, success-focused Time-tested approach to WA

success Tagging/Technical expertise Business/Strategic expertise Full auditing capability



Technology Leaders: Key Deliverables

KPI/Report Definition Tag Creation and

Deployment Custom Development Implementation/

Configuration Tag and Data Audit Best-practices Guidance Standards and Governance Web Analytics Training Retainer Support


"Driving Web Success"6

“Best Practices” and BeyondTL provides a framework for proper tagging and reporting (“Best Practices Engagement”) as well as a more comprehensive total web ROI approach (“e5o”) that incorporates feedback and iterative (A/B or multivariate) testing of content and layout.

Key to success in an engagement requires following the steps in the order shown.

Our “Best Practices Engagement” is a key part of overall web ROI success.


“Best Practices” TL Engagement

• Audit Existing Program• Develop Reporting Strategy• Develop Tagging Strategy• Guide Developers thru

Tagging• Configure Vendor Toolkits• Perform Quality Assurance• Deliver Documentation• Deliver Knowledge Transfer• Continuing Support

(Retainer)

Engagement Overview


“Best Practices” TL Engagement (2)

• Audit Existing Program• Review all current tags and reports to understand gaps

• Develop Reporting Specification• Meet with stakeholders early in process—listen to

business needs; formulate report structure that answers those needs; agree on gaps discovered in audit

• Develop Tagging Specification• Tag development relies on report specification; tags

are specified and customized by TL based on reporting needs

• Guide Developers thru Tagging• Extensive support for developers to ensure proper

deployment of tags, including both staging and production environments

Project Phase Detail


“Best Practices” TL Engagement (3)

• Configure Vendor Toolkits• After tag integrity is assured, final configuration of

analytics tool including custom report building, profile development, integration etc.

• Perform Quality Assurance• Final pre-flight review of tagging and reporting

anomalies if any, including “fixes” as needed• Deliver Documentation• Deliver Knowledge Transfer• Continuing Support (Retainer)

• Retainer provides a safety net for organization as needs arise and program matures

Project Phase Detail


TL’s Framework for Analytics ROI

eBusiness 5-step Optimization

• Sets Foundation for Success

• Repeatable Process• Works for Any Organization• Defines Key Roles and

Responsibilities• Defines Success Factors• Enables Measurable Results• (see next page)

• eBusiness 5-Step Optimization takes best practices even further, providing a framework for total Web ROI. Properly deployed, it is a complete feedback loop targeted at success. It involves TL, Customer’s marketers, Customer’s creative team, and Customer’s IT team in order to achieve full-strength results.


Analytics ROI Framework: e5o

Define Drivers Set of goals and targets for web optimization project

Clear understanding of success factors for web site

Activity Deliverable Benefit

Build Metrics Create measurement criteria plus tool configuration

Gain critical insight into web performance


• TL’s “best practices engagement” fulfills the needs of two complete and important steps in the overall optimization plan.

• Go to next slide for full cycle of e5o; steps 3 – 5 require the involvement of customer resources in order to achieve result


Analytics Framework: e5o

Define Drivers Set of goals and targets for web optimization project

Clear understanding of success factors for web site

Activity Deliverable Benefit

Build Metrics Create measurement criteria plus tool configuration

Gain critical insight into web performance

Plan Actions Map of improvements, based on analytics

Targeted, achievable improvement goals

Create Changes Development and delivery of actual improvements

A web site that responds to quantifiable critique

Measure Success Evidence of improvement by percentage

Proof that the process resulted in. . .

. . .Better Web ROI



Technology Leaders: Deep Industry Expertise Andrew Edwards-Managing Partner

- Strategic Relationship Manager - Founder of TL 2002 - Founder of Web Analytics Association

TK Kristiansen-VP, Customer Services - Consulting Practice Leader - Analytics Specialist since 2004

Mike Powe - Senior Specialist



TL’s Key Partnerships Omniture

WebTrends

Google Analytics

ExactTarget

Gomez

TagMan


Eightfold Logic

SlingshotSEO


Technology Leaders• The world’s most experienced

web analytics consulting company

• A history of optimizing web analytics for the enterprise

• Key partnerships across the analytics spectrum

• 100% focus on web analytics



Andrew [email protected]

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Phone: (212) 808-3058 Web: www.technologyleaders.com

Thank You!

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