Prezentácia z druhého Web Analytics Wednesday v Bratislave. Témou bola pokročilá webová analytika.

1. Pre čo?

2. 10 rokov dozadu

3. Iba log súbory

4. Surové dáta

5. Žiadna interpre tácia

6. Stat counter

7. Slovenský nástroj

8. Google Analytics

9. Posledné kliknutie

10. Nestačí!!!

11. Potrebujete 3+ touchpoints na predaj

14. Niečo chýba

15. Nestačí

16. 50% ? ?

18. Big 4

19. Rozhodovanie: Funkcionalita Cena Z ákaznícky servis

20. Coremetrics

21. Cieľ: 1. Redizajn webu 2. Efektívna reklama

22. Pla t i či vs neplatiči

23. The Advanced Attribution Model

25. Attribution Jan 15 $30 Direct Load This is Same Session Attribution $30 Activity can be attributed to a source. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 22 21 25 23 27 24 26 28 29 30 31 Jan

26. Attribution Window Jan 15 $30 Direct Load The Attribution Window has … Paid Search Referring Site This window is 7 days long. It can be from 1 to 120 days long. Natural Search Sources that lie outside the attribution window are excluded. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 22 21 25 23 27 24 26 28 29 30 31 Jan … sources from other session by the same visitor.

27. Attribution Schemes Jan 15 $30 Direct Load This activity can be attributed to sources up to 4 different ways. 1. First Click 2. Last Click 3. Average 4. Custom Paid Search Referring Site 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 22 21 25 23 27 24 26 28 29 30 31 Jan

28. First Click Jan 15 $30 Direct Load First Click attributes the activity to the first attributable source. Paid Search Referring Site $30 This is the icon for First Click Attribution 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 22 21 25 23 27 24 26 28 29 30 31 Jan

29. Last Click Jan 15 $30 Direct Load Last Click attributes the activity to the last attributable source. Direct Load is excluded. Paid Search Referring Site $30 This is the icon for Last Click Attribution 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 22 21 25 23 27 24 26 28 29 30 31 Jan

30. Average Jan 15 $30 Direct Load Average divides the activity among all attributable sources. Direct Load is excluded. Paid Search Referring Site $15 This is the icon for Average Attribution $15 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 22 21 25 23 27 24 26 28 29 30 31 Jan

31. Custom Jan 15 $30 Direct Load Custom attributes a percent to the first click and a percent to the last click. The remainder is divided among all attributable sources. In this example. First click 20% Last click 50% 30% is divided between Paid Search and Referring Site. Paid Search Referring Site $19.5 This is the icon for Custom Attribution $10.5 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 22 21 25 23 27 24 26 28 29 30 31 Jan

33. Oplatí sa?

34. Ak máte na to zamestnanca

35. Kniha 1

36. Kniha 2

37. www.etarget.sk/blog [email_address]