Neil Mason presents "When the going gets tough, the tough get measuring" at Eye For Travels Conference in Munich, October 2008

1. “ When the going gets tough – the tough get measuring” Neil Mason Managing Director, Applied Insights Board Director, Web Analytics Association

2. Keeping on course... Web Performance Tracking Process Analysis & Optimisation User Centricity Insight Investment

3. Keeping on course... Web Performance Tracking Insight Investment

4. Old saying…. “ If you don’t measure it, you can’t manage it…” ..but what to measure and how?

5. … the right numbers right It’s about getting….

6. Good KPIs are “ Supermetrics ”…

12. As Albert said…

13. Keeping on course... Web Performance Tracking Process Analysis & Optimisation Insight Investment

14. Organisations need to have the desire for change…

15. … to have the ability to execute…

16. The ingredients for optimisation

17. Get the data out of the silos… Web analytics data Survey data Campaign data Customer data

18. The principle of optimisation

19. Some key trends in these difficult times...

20. Campaign optimisation

21. The naivety of the current model

22. Optimising site processes…

23. Defining page purpose and measurement Home page Category page Product list page Product page Basket Checkout Landing zones Landing zone Engage Route Route Engage Convince Bounce rate Promotion space CTR Process Process Exit rate Click to product rate Exit rate Cross-sell rate Add to basket rate Tool usage Conversion rate Conversion rate Visitor numbers

24. Keeping on course... Web Performance Tracking Process Analysis & Optimisation User Centricity Insight Investment

27. Definition: Retention marketing: The art and science of converting people twice (preferably without the pain and cost of acquiring them twice…)