2. 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
3. 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
4. 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
5. 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
6. 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
31. 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
32. 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?
34. 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
35. 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