WEB ANALYTICS 101
Alex Cohen | www.alexlcohen.com | ClickEquations

Agenda
 60 Seconds About Me
 Web Analytics – Why should I care?
 Starting a Career in Web Analytics
 Q&A

Alex Who?
 Manager, Marketing of ClickEquations  Blogger at Digital Alex
 Site - www.clickequations.com  Blog - www.alexlcohen.com
 Blog - www.clickequations.com/blog  LinkedIn -
http://www.linkedin.com/in/alexcohen
 Twitter – clickequations  Twitter - digitalalex

Web Analytics – Why Should I Care?

Why Does It Matter?
• No undergraduate training
• Poorly understood
• Field still young
• Requires unique skills
– Analytical ability
Demand – Persuasive
Supply communication
– Business acumen
– Technical facility

4 Basic Elements of Web Analytics
1 People 2 Sources of Traffic 3 Site Interaction
4 Outcomes

What Is Web Analytics?
Web
analytics is
awesome!

Starting a Career in Web Analytics

3 Biggest Barriers to Breaking Into
Web Analytics
1. Recognized academic credentials
2. Real-world analytics experience
3. A well-connected social/professional network
The Solution?
WEB ANALYTICS BOOT CAMP!
Source: James Gradner, Aquent

Week 1 - Stock Your Web Analytics Library
1
Web Analytics: An Hour A Day - Avinash Kaushik
2 Web Site Measurement Hacks - Eric Peterson
Big Book of KPIs – Eric Peterson
3

Week 2-3 – Start a Blog and Measure It
1 Pick A Topic Ooh,
pick me,
pick me!
2 Pick A Blog Platform
3 Measure Your Blog

Week 4 - Join The Web Analytics Community
 Sign up for the Yahoo Web Analytics Forum
 Read web analytics blogs
 Occam's Razor - Useful web analytics how-tos
 Web Analytics Demystified by Eric Petersen
 Analytics Talk – All about Google Analytics
 The Commerce360 Blog - search engine marketing and Omniture
 GrokDotCom by Future Now - a variety of interactive marketing topics beyond
measurement
 Digital Alex by me, Alex Cohen
 Meet people at a Web Analytics Wednesday

Week 5 - Investigate Training Options
1 Association
2 Vendors
3 Videos
4 Articles
5 Certification

Week 6 – Plan out the next 6 months
 Learn about testing
 Offermatica, Optimost, Sitespect
 Try it out for free with Google Website Optimizer
 Explore voice-of-the-customer (VOC) measurement
 Foresee, Opinion Labs or iPerceptions
 Attend the eMetrics Marketing Optimization Summit
 Explore everything else!
 User experience
 Paid search marketing
 Search engine optimization
 Volunteer to help a small business

Find A Job in Web Analytics

Job Resources
 Recruiters
 Corry Prohens, http://www.linkedin.com/in/corryprohens
 Job Sites
 Network
Philadelphia Interactive Marketing Association, aka PhIMA,
www.phillyinteractive.org

Philly Area Interactive Companies
Commerce360 | Avenue A – Razorfish | Comcast Interactive Media | G2 Interactive
Empathy Lab | Cadient | Digitas Health (formerly MBC) | GSI Interactive
TMX | Red Tettemer | Ascentive | NetPlus
Network at the Philadelphia Interactive Marketing Association
www.phillyinteractive.org

Q&A
 Manager, Marketing of ClickEquations  Blogger at Digital Alex
 Site - www.clickequations.com  Blog - www.alexlcohen.com
 Blog - www.clickequations.com/blog  LinkedIn -
http://www.linkedin.com/in/alexcohen
 Twitter – clickequations  Twitter - digitalalex

WEB ANALYTICS 101
Alex Cohen | www.alexlcohen.com | ClickEquations