web analytics: the value of insight
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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