session 8: web analytics

Session 8:

Web Analytics

ITO Companies

Cali,

15 October 2015

90 percent of the world's data was generated in the last two years*

* IBM, http://www-01.ibm.com/software/data/bigdata/

Outline user experience

• Web analytics

• Measuring traffic & leads

• Planning & Monitoring

3

Which KPI’s do you want to measure?

We use Google Analytics to measure webstatistics. Google Analytics is the most widely used free web measurement software

Whom of you use Google Analytics?

And how many times per month do you monitor your web results?

Account

Property

View

Property

Profile

Users

Reports

Profile

Users

Reports

AccountUsers

Google Analytics setup

Key metrics

Geography

Device information

Which pages?

Measure conversions


• Web analytics



13

Other interactions you want to measure?

Call Tracking

T: 010-850 03 83 Google AdWordsT: 010 754 39 16 Google (SEO)T: 010 850 03 65 Direct traffic

When do leads call?

Results

137

P h o n e c a l l s

137 new leads have been acquiredthrough the phone in 6 months

W e b s i t e v e r k e e r

2,8% of the site traffic converted intoa phone call

SEO main driver of leads through thephone

Monitor leads visiting your website

How does it work?

Visualise your campaigns through a dashboard

Targets & KPIs


• Web analytics



22

Lead funnel

There are many automationplatforms, which one to select?

B2B case study: NSK Inc

NSK Inc. is an information technology consulting and outsourcing firm with a focus on small and medium business IT management.

The problem:NSK was spending too much time cold calling, and too much money on AdWords. On top of this, NSK's website was more of a static brochure than an engine for generating leads.

Solution 1: More effective SEONSK wanted to rank high for relevant terms like “IT managed services”. More than that, they wanted to focus their clientèle in Boston, so they made specific efforts to rank higher for terms with “Boston” in them. In doing so, they began their audience targeting at the search box, aiming to attract only people who fit the criteria they wanted.

Solution 2: BloggingNSK began publishing at least one blog post a week. Cathie (marketing manager) and her staff focused on only a few areas of expertise. They would use SEO keyword tools built giving them instructive suggestions on how to make each blog post better optimized for NSK's target keywords.

Solution 3: WhitepaperNSK captures leads in a few different ways. One is through their educational white papers on relevant topics such as Hybrid Clouds, a white paper outlining the pros and cons of cloud computing, or The 10 Things You NEED to Know About Managing BYODs, a guide on "bringing your own device" to work, a security concern in the IT world.

Solution 4: Lead nurturingNSK hosts “Lunch and Learn” sessions at their Boston-based office in order to educate people further about IT Consulting, industry best practices, and what options may be the best fit for various businesses. In order to attend one of these lunches, interested parties must register ahead of time on one of NSK’s Landing Pages.

Results have been impressive!

One more thing

…Allright Willem, that was a lot of information.

But how are we going to implement all of your recommendations?

Let’s start with a summary

What are your key learnings?

…

…

…

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Team composition (I)

• Who is managing the project?

• Who is building my website?

• Who is designing my site?

• Who is writing our content?

• Which company members will be actively involved in social media?

• Who is responsible for our SEO and SEA?

• Who will measure and interpret the analytics andleads?

Team composition (II)

In-House

• Own resources

- Enough knowledge?

- Staff available?

• Full control

- Internal project team

• Less budget necessary

Agency

• Skills and know-how

- Make sure agency has the right qualifications

• Limited control

- Make clear appointments

- Planning, targets, deadlines

• Less resources necessary

- Focus on own strenghts

Planning

• When will I start with website promotion?

• When will my (new) website be ready?

• All-year round activities versus periodiccampaigns?

• Integration with off-line marketing?

• Importance of activities?

• When do I measure the effectiveness of mycampaigns?

Budget allocation

• What are my sales targets?

• How many leads convert into sales?

• What can I spend per lead?

• Do I invest my own time or money for anagency?

• Which budgets do I allocate per channel?

• Which budgets do I allocate per period?

Exercise: Implementation plan

………………

Milestones

Activity Q4 2015 Q1 2016 Q2 2016 Budget KPITeam

49

Questions?

Thank you!

session 8: web analytics

Business