SlideServe
Télécharger Obtenir Pro
Menu
Accueil Pro
Préférences
ApparenceLight Aide et commentaires
© SlideServe · v2026

Web Analytics 101

jayden avatar
jayden
15 diapositives · 521 Views · Jul 17, 2014

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)

Web Analytics 101 - slide 1
01 / 15Web Analytics 101
1 / 17

Télécharger la présentation

Web Analytics 101
Une image / un lien ci-dessous est fourni (tel quel) pour télécharger la présentation

Politique de téléchargement : le contenu du site vous est fourni TEL QUEL pour votre information et votre usage personnel ; il ne peut être vendu, concédé sous licence ni partagé sur d’autres sites sans l’accord de son auteur.Le contenu vous est fourni TEL QUEL, pour votre information et votre usage personnel uniquement. Téléchargez la présentation en cliquant sur ce lien. Lors du téléchargement, si vous ne parvenez pas à télécharger une présentation, l’éditeur a peut-être supprimé le fichier de son serveur.Pendant le téléchargement, si vous ne parvenez pas à obtenir une présentation, le fichier a peut-être été supprimé par l’éditeur.

F I N

Plus de contenu associé

Transcription de la présentation

  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?