Presentation for Robert Kozinets' Social Media for Marketing & Management class at the Schulich School of Business

1. Web AnalyticsCONCEPTS & THEORIES MKTG*6226 //CLASS LEADERSHIP PRESENTATION // MATT CASS

2. agenda introduction to web analytics why it’s important basic concepts & terms web analytics vs. data mining focus: analyzing engagement output: presentation matters web analytics in practice

3. what is web analytics? web analytics is the assessment of a variety of data, including web traffic, web-based transactions, web server performance, usability studies, user submitted information and related sources to help create an understanding of the visitor experience online goal:identify and target responsive customers

4. why it’s important

8. cookies

9. geolocation

11. web analytics vs. data mining data mining identifying patterns and correlations within databases e.g. social network analysis data gathering vs. data mining

12. data presentation know your audience! dashboard visual summary of information persona prototypical user characteristics key performance indicators ratios, percentages, averages reports any combination of the above

13. web analytics in practice define your key performance indicators tie them to your business objectives present your data in a meaningful way know your audience use web analytics as a learning tool targeting and optimizing make your “other media” more social

14. thank you twitter: @mattPROv1 facebook: Social Media Marketing Research – Week 6

15. basic concepts & terms hits an action on a website, e.g. user views a page or downloads a file page views actual visitor views or requests for information visits unit of activity on a website unique visitors number of visitors in a given timeframe unique identified visitors unique visitor that can be tied to specific personal information

16. conversion funnel

17. dashboard

18. key performance indicators

19. key performance indicators

20. engagement framework source: Forrester Research