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WEB ANALYTICS#heartbeat for your online Marketing
WEB ANALYTICS#heartbeat for your online Marketing
WHY ?
Online Strategy                  Business Intelligence
Web Analytics drives Online Marketing,like a conductor leads his orchestra.
steve.deveirman@bseen.bewww.Netlash-bSeen.bewww.Twitter.com/stevedv                                tekstBusiness Intellige...
in the past ... it was easy #2000
Measure & Know !
Measure & Optimize your Businesswith Key Performance Indicators
Online Parameters that can be measured and evaluatedKPIs make the process visible, that leads to a pre-definedbusiness obje...
a KPI Model   •   Market (reach, competition, benchmarks, trends, ...)   •   Attraction (#UV, lead generation, channels, ....
3% conversion = 97% unused potential
...
“KPI IS NOT THE GOAL” How do we translate KPI’s to a plan ?
THE DATA THAT DRIVESOUR DECISIONS
Web Analytics                   User Experiencebehavioral                            attitudinalquantitative              ...
Web Analytics                   User Experiencebehavioral                            attitudinalquantitative              ...
Web Analytics                   User Experiencebehavioral                            attitudinalquantitative              ...
Web Analytics                   User Experiencebehavioral                            attitudinalquantitative              ...
Web Analytics                   User Experiencebehavioral                            attitudinalquantitative              ...
Web Analytics                   User Experiencebehavioral                            attitudinalquantitative              ...
TOOLS
•   Value Goals + QSF’s•   Segments & custom reports•   Unique visit metric•   Mobile tracking•   Custom Labels•   Advance...
The WA Basics
marcomgastcollege@gmail.com       marcom#01
1.   Netto Data Set2.   Campaign Tracking3.   E-commerce4.   Segmentation5.   Actionable Analytics
Netto Data Set
Profiles & Filters   •   implement the new GAsync code   •   re-publish the extra speed & social code line   •   all domain...
•   exclude internal IP !•   3th party agencies•   Offline bureaus ?•   Sub domains / directories•   Exlude Virtual pageviews
•   Rawdata profile | MASTER profile•   Separate Profiles for segment•   ‘cpc’ only•   limited geography
Campaign Tracking
CampaigntrackingTag all your online campaigns & online media !GA = 360° online marketing monitor
Medium ?Source ?Link ?Message ?Format ?Colour ?... AB test !
E-Commerce
Why Track E-commerce ?     •   combine visit behaviour and E-shop data     •   optimize campaigns & actions based on $$$  ...
Segmentation
Segmentationlook at segmented data in stead of creating averages ...
Why use advanced segments ?•   Isolate and analyze subsets of your traffic post-data capture•   Compare segments and key pe...
Actionable Analytics
Goals & Funnels   •   make the ‘interaction’ measurable   •   goals = quality   •   investigate the drop-outs   •   look f...
entering the               leaving the funnelfunnel               defined Goal
Analytics Right NowHow long can you wait to analyse your actions ?4 keys : •   speed = 1 to 2 seconds •   Great UI •   Sam...
go to www.netlash.com/kul
RESOURCES#let us help your business
Conclusion
•   The Web is Measurable•   Use your data, it’s your audience•   Think Small Act Big•   Data is Free•   Convince your HIPPO
TODO Business Intelligence   •   GA Advanced Tagging   •   Segmentation & Profiles   •   Channel Attribution #utmtagging   ...
Business Intelligence can help you tomarket your platform generate & engage onlyprofitable vistors
QUESTIONS ?
Thank Yousteve.deveirman@bseen.be   www.Netlash-bSeen.be   www.Twitter.com/stevedv
Thank Yousteve.deveirman@bseen.be www.Netlash-bSeen.be www.Twitter.com/stevedv
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Thank Yousteve.deveirman@bseen.be www.Netlash-bSeen.be www.Twitter.com/stevedv
Thank Yousteve.deveirman@bseen.be www.Netlash-bSeen.be www.Twitter.com/stevedv
Thank Yousteve.deveirman@bseen.be www.Netlash-bSeen.be www.Twitter.com/stevedv
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Thank Yousteve.deveirman@bseen.be www.Netlash-bSeen.be www.Twitter.com/stevedv Web Analytics as a Research Method

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Thank Yousteve.deveirman@bseen.be www.Netlash-bSeen.be www.Twitter.com/stevedv

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  • I like the slide about 3% conversion equals 97% unused potential
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