2. WEB ANALYTICS
#heartbeat for your online Marketing

3. WHY ?

4. ONLINE STRATEGY
Business Intelligence

5. Web Analytics drives Online Marketing,
like a conductor leads his orchestra.

9. Measure & Optimize your Business
with Key Performance Indicators

11. 3% conversion = 97% unused potential

12. a KPI Model
• Market (reach, competition, benchmarks, trends, ...)
• Attraction (#UV, lead generation, channels, ...)
• Retention (pv/V, tos, bounce rate)
• Behaviour (top content, relevancy)
• Loyalty (returning prospects & clients)
• Conversion (subscriptions, contacts, registrations)

13. ...

14. “KPI IS NOT THE GOAL”
How do we translate KPI’s to a plan ?

15. ANALYSIS, EVALUATE & OPTIMIZE
• KPI dashboard + downdrills
• best practices
• Business intelligence & Performance Monitoring
• Coaching & training (regio’s)
• Continuous development
• Marketing adjustments

16. The TOOL

18. • Value Goals + QSF’s
• Segments & custom reports
• Unique visit metric
• Mobile tracking
• Custom Labels
• Advanced tabelling (pivoting)
• Advanced ltering
• many, many, many, many more ...

20. Tips & TODO’s

21. 1. Pro les & Filters
• implement the new GAsync code
• re-publish the extra speed & social code line
• all domains in 1 GATC #corporateXL
• pro les & lters
• user rights & ownership

23. • exclude internal IP !
• 3th party agencies
• Of ine bureaus ?
• Sub domains / directories
• Exlude Virtual pageviews
• SEO positions

24. • Rawdata pro le | MASTER pro le
• Separate Pro les for segment
• ‘cpc’ only
• limited geography

25. 2. Campaigntracking
Tag all your online campaigns & online media !
GA = 360° online marketing monitor

27. bSeen Campaign Tagging tool

28. 3. Segmentation
look at segmented data in stead of creating averages ...

30. Why use advanced segments ?
• Isolate and analyze subsets of your traf c post-data capture
• Compare segments and key performance metrics side by side
• Analyze your traf c with prede ned or customized segments
• Use on historical data.
• Available in all accounts and pro les.

31. 4. Goals & Funnels
• make the ‘interaction’ measurable
• goals = quality
• investigate the drop-outs
• look for site entries with the highest conversion%

33. entering the
leaving the funnel
funnel
de ned Goal

34. 5. Onsite Search

38. • Leave notes around important activities for others to reference
• Track before-&-after performance around campaign launches
and major site changes

39. RESOURCES
#let us help your business

42. New

43. New Flow Visualisation

44. Analytics Right Now
How long can you wait to analyse your actions ?
4 keys :
• speed = 1 to 2 seconds
• Great UI
• Same tag
• Free

45. go to www.netlash.com/ngo

46. PREMIUM

47. WHAT DO YOU GET ?
PROPOSITION

48. • Dedicated support
• Processing power
• SLA's
• Advanced analytics tools

49. Advanced Analytics Tools ?
• Funnel Flow visualisation
• BigQuery integration
• Access control
• Multi channel modelling
• Doubleclick for advertisers + Adwords integration

50. State of the art : Multi Session Analytics
• visitor-level remarketing
• Non-convertor analytics
• Conversion Rate Analytics
• Lifetime Value Analytics
• ...

51. Multi Channel Modelling
• Firstclick | lastclick or Lineair
• Time decay model : the more at the end of funnel, the
more assisted value
• U-curve : devide weight on rst and last
• based on site engagement, based on display type
(discounts)-level remarketing

52. MORE ?

53. Free or Premium ?
• Radiant6 integration
• measureable and valuable ROI from SM
• audience reporting
• google trends integration : market insights
• campaign effectiveness reporting (ex. playback !)

54. WHY ?

55. GA Premium strategy
• Google penetrates Fortune500
• Enterprise solution vs. free tool
• Compete Vendors with Worldwide user-force
• Dedicated support team of 200+ consultants
• Offer a full service solution

56. Conclusion

57. TODO Business Intelligence
• GA Advanced Tagging
• Segmentation & Pro les
• Channel Attribution #utmtagging
• Web Analytics Audit # ndquickwins
• Conversion optimization & monitoring

58. Business Intelligence can help you to
market your platform generate & engage only
pro table vistors

59. “You can find us on…”
@stevedv
@netlash-bSeen
VRAGEN ? BEDANKT ! SUCCES ...