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Quality vs. QuantityZen and the Art of Web Analytics
What’s a Conversion in Web Analytics?
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Compare FeatureRetail Location Lookup
Retail Location DirectionsCoupon Download
Lead Gen Form Completion
eCommerce CheckoutRetail Purchase
Customer ReviewSocial Share
WEB VISIT BEHAVIORSALES & MARKETING FUNNEL
AWARENESS
CONSIDERATION
PURCHASE
ADVOCACY
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Traditional Analytics
SOURCES
Where are your visitors coming from? PPC? Display Ads?
Organic Search?
BOUNCE RATE
What’s the rate at which people come to your site, view a page
and then leave?
ENGAGEMENT
What pages, assets or items of content
are your visitors engaging with?
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TIME ON SITE
How long are your visitors spending on your site? Individual
pages?
00:00WWW
Return on Advertising Spend(ROAS) or Return on Conversion
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PAID
EARNED
OWNED
ROAS = Dollars Earned / Dollars Spent
Flaws of Traditional Analytical Tools
Focus on Quantity
Ignore High Value (Quality) Behaviors
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Real-Time Data & Configurable Dashboards
What’s in it for theBRAND?Content creation
Reach new audiences w/trusted, branded content
Trusted source for insights and feedback
Promote / Defend Brand
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Qualified Visits
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WHAT DETERMINES
A QUALIFI
ED VISIT?
Identification and quantification of the
common behaviors that occur just before
conversion
BEAUTY
TRAVEL
RETAIL
CONSUMER ELECTRONICS
FINANCIAL SERVICES
Optimizing For Qualified Visits
Evaluation of relationships
between Quality Visits and
Conversions
Test and Learn
Optimal Utilization of Paid Media
Creation of a feedback loop REAL-TIME
DATA
RELATIONSHIPS
TRAFFICSOURCES
EVOLUTION
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Predicting Behavior
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BEHAVIORPREDICTORS
TRIGGEREDRESPONSE
The Role of Marketing
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PUSH
More users to qualify
themselves
PULL
More users to the site
via lookalike targets
What You’ll Need to Get Started
Infrastructure and Tools
Testing/Optimization
Optimizely
ClickTail
On-Site Survey
Web Analytics
Google Analytics
Adobe Analytics
Core Metrics
Web Trends
Tag Management
Google Tag Manager
Tealium
Adobe Tag Manager
Signal
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Q&A
Mark BurrSVP, Pistonlinkedin.com/in/markburr
Jason MethnerSenior Director Analytics, Pistonlinkedin.com/in/jasonmethner
www.lws.co/mile13Register for our next “Marketing at Mile 13” webcast:
Marketing at Mile 13 - Webcast Series