Upload
technology-leaders
View
252
Download
0
Embed Size (px)
Citation preview
05/03/23Technology Leaders: "Driving Web Success"
Technology Leaders
Technology Leaders, LLC www.technologyleaders.com 230 Park Ave. New York, NY 10169 (212) 808-3058
Driving Web Success with Analytics Best Practices
05/03/23Technology Leaders: "Driving Web Success"
Technology Leaders: "Driving Web Success"2
Table of Contents:
TL view of industry; TL offerings pp 3 - 5 TL “best practices” engagement pp 6 - 9 TL’s “e5o”: comprehensive web ROI matrix pp 10
- 12 About TL pp 13 - 16
Technology Leaders: "Driving Web Success"
Technology Leaders: "Driving Web Success"3
Web Analytics Today:Few Organizations can Cover the Bases
Lack of efficiency in analytics process Leading tools leave gaps if not
customized Little certainty that data is accurate
(audited) Flawed tags and data collection Quantity of data is ahead of quality of
data Difficult to keep
systems/tagging/expertise current . . .can this be fixed?
Technology Leaders: "Driving Web Success"
Technology Leaders: "Driving Web Success"4
Technology Leaders:The World’s Most Experienced Web Analytics Consulting Company
Focus 100% on WA since 2002 Founder of WAA in 2004 Supporting large enterprises Hundreds of successful
engagements Tool-agnostic, success-focused Time-tested approach to WA
success Tagging/Technical expertise Business/Strategic expertise Full auditing capability
Technology Leaders: "Driving Web Success"
Technology Leaders: "Driving Web Success"5
Technology Leaders: Key Deliverables
KPI/Report Definition Tag Creation and
Deployment Custom Development Implementation/
Configuration Tag and Data Audit Best-practices Guidance Standards and Governance Web Analytics Training Retainer Support
Technology Leaders: "Driving Web Success"
"Driving Web Success"6
“Best Practices” and BeyondTL provides a framework for proper tagging and reporting (“Best Practices Engagement”) as well as a more comprehensive total web ROI approach (“e5o”) that incorporates feedback and iterative (A/B or multivariate) testing of content and layout.
Key to success in an engagement requires following the steps in the order shown.
Our “Best Practices Engagement” is a key part of overall web ROI success.
"Driving Web Success"7
“Best Practices” TL Engagement
• Audit Existing Program• Develop Reporting Strategy• Develop Tagging Strategy• Guide Developers thru
Tagging• Configure Vendor Toolkits• Perform Quality Assurance• Deliver Documentation• Deliver Knowledge Transfer• Continuing Support
(Retainer)
Engagement Overview
"Driving Web Success"8
“Best Practices” TL Engagement (2)
• Audit Existing Program• Review all current tags and reports to understand gaps
• Develop Reporting Specification• Meet with stakeholders early in process—listen to
business needs; formulate report structure that answers those needs; agree on gaps discovered in audit
• Develop Tagging Specification• Tag development relies on report specification; tags
are specified and customized by TL based on reporting needs
• Guide Developers thru Tagging• Extensive support for developers to ensure proper
deployment of tags, including both staging and production environments
Project Phase Detail
"Driving Web Success"9
“Best Practices” TL Engagement (3)
• Configure Vendor Toolkits• After tag integrity is assured, final configuration of
analytics tool including custom report building, profile development, integration etc.
• Perform Quality Assurance• Final pre-flight review of tagging and reporting
anomalies if any, including “fixes” as needed• Deliver Documentation• Deliver Knowledge Transfer• Continuing Support (Retainer)
• Retainer provides a safety net for organization as needs arise and program matures
Project Phase Detail
"Driving Web Success"10
TL’s Framework for Analytics ROI
eBusiness 5-step Optimization
• Sets Foundation for Success
• Repeatable Process• Works for Any Organization• Defines Key Roles and
Responsibilities• Defines Success Factors• Enables Measurable Results• (see next page)
• eBusiness 5-Step Optimization takes best practices even further, providing a framework for total Web ROI. Properly deployed, it is a complete feedback loop targeted at success. It involves TL, Customer’s marketers, Customer’s creative team, and Customer’s IT team in order to achieve full-strength results.
05/03/23Technology Leaders: "Driving Web Success"
Analytics ROI Framework: e5o
Define Drivers Set of goals and targets for web optimization project
Clear understanding of success factors for web site
Activity Deliverable Benefit
Build Metrics Create measurement criteria plus tool configuration
Gain critical insight into web performance
eBusiness 5-step Optimization
• TL’s “best practices engagement” fulfills the needs of two complete and important steps in the overall optimization plan.
• Go to next slide for full cycle of e5o; steps 3 – 5 require the involvement of customer resources in order to achieve result
05/03/23Technology Leaders: "Driving Web Success"
Analytics Framework: e5o
Define Drivers Set of goals and targets for web optimization project
Clear understanding of success factors for web site
Activity Deliverable Benefit
Build Metrics Create measurement criteria plus tool configuration
Gain critical insight into web performance
Plan Actions Map of improvements, based on analytics
Targeted, achievable improvement goals
Create Changes Development and delivery of actual improvements
A web site that responds to quantifiable critique
Measure Success Evidence of improvement by percentage
Proof that the process resulted in. . .
. . .Better Web ROI
eBusiness 5-step Optimization
Technology Leaders: "Driving Web Success"13
Technology Leaders: Deep Industry Expertise Andrew Edwards-Managing Partner
- Strategic Relationship Manager - Founder of TL 2002 - Founder of Web Analytics Association
TK Kristiansen-VP, Customer Services - Consulting Practice Leader - Analytics Specialist since 2004
Mike Powe - Senior Specialist
Technology Leaders: "Driving Web Success"
Technology Leaders: "Driving Web Success"14
TL’s Key Partnerships Omniture
WebTrends
Google Analytics
ExactTarget
Gomez
TagMan
Technology Leaders: "Driving Web Success"
Eightfold Logic
SlingshotSEO
Technology Leaders: "Driving Web Success"15
Technology Leaders• The world’s most experienced
web analytics consulting company
• A history of optimizing web analytics for the enterprise
• Key partnerships across the analytics spectrum
• 100% focus on web analytics
Technology Leaders: "Driving Web Success"
Technology Leaders: "Driving Web Success"16
Andrew [email protected]
m
Phone: (212) 808-3058 Web: www.technologyleaders.com
Thank You!
For additional information, please contact. . .
Technology Leaders: "Driving Web Success"