Web Analytics & More

Daniel Gudema – FAU, April 6, 2011

What I Am Covering Tonight

About Me (Or How Did I Get Here?)

Web Analytics 101 Googe Analytics Web Analytics Lexicon Web Data Collection Conversion Funnels Accuracy Issues Trends Spam

The Future MarketingExperime

nts! Internet Business

Models Cool Stuff Web Lexicon Game Take It National The End

About Me

Originally Engineer at Bell Atlantic Mobile. ▪ I was once a cellular traffic engineer.

In 1999, went to work for abc distributing. (dot com)▪ Website grew to 1 million visitors, 25K orders a day.▪ Worked with Hitbox, Coremetrics, Omniture, Google

In 2001 cofounded Pre-Dating.com.▪ Became largest Speed Dating business in the US and sold

it. In 2006 went to work for Verio/NTT (the Japanese) In 2010 founded Take It National Inc. MBA from FAU in 2006. Won biz plan contest in 2004. Currently An FAU biz plan Judge (2010 and 2011)

Dumb Executives & Missed Opportunities

Web Analytics reminds me of a typewriter. Long ago execs said they did need to

type. ▪ Now it’s part of the job, 24 by 7.

Lots of Execs I’ve met don’t care about data…▪ They do this at their own peril.▪ My estimate of web analytics used: 95%

installed. ▪ I would say 3% use web analytics, at least

effectively. Richard J. Lynch III & The Phone

Company Data Is Everything!

Web Analytics 101

What Are Web Analytics?▪ Data: Visitors, Pages, Conversions, Funnels,

Goals, etc…▪ Where users go and what they do on a

website. Why Is It Important Or Can Be

Important? Just saying it this, because it may not

be… Who Uses Analytics? We will get into the why; Not the

how!

What Google Analytics Looks LIke

What Is Google Analytics? A Free Web Traffic Analysis Program

What Does That Mean? Who Here Is Currently Using Google Analytics! Uses Google Tracking Code. Login using your google/gmail address Relatively Easy To Use Nice Stats, Graphics, Charts, Maps And More Not Supported Yet On Iphone/Ipad, but just wait… A POWERHOUSE TOOL▪ If Used Properly!

How To Login▪ Just Be Logged Into Google/Gmail▪ http://www.google.com/analytics/

Do You Want A Demo? It Will BE VERY BORING!

Web Analytics Lexicon

Hits (Old Term) Uniques Visits Page Views Clicks Conversion Time On Site Bounce Rate Exits

Funnels Search Terms Orders Transactions SEO PPC Landing Page Goals Benchmarking Intelligence

Web Data Collection

Log Collection (log file) Pre 1999. Page Collection (Google Analytics)

Cookie Based Data Sampling Sites

Compete.com, Quantcast.com, Alexa.com.

Anonymous/Meta Collection Profiling Segmenting Personalities (Huh?)

And Did You Know…

• Web Analytics Uses The Drinking Method To Determine Ways People Convert On Websites:

4 Conversion Funnel Glasses

People Are Visiting The Web Site, But Only The

Home Page.Review Home Page

Content

Visitors Are Going Past The Home Page But Not

Putting Stuff In Their Shopping Cart!

Review Products Pages

Margarita Glass

Martini Glass

Website Visitors Put Stuff In Shopping Cart,

But Not Converting!Review Checkout

Process

Wine Glass Beer Glass/High Top

Visitors Are Shopping & Converting WellYou Are Using

Web Analytics Wisely

This Content Was Borrowed From Jim Stern, My Web Analytics Mentor!

Accuracy

These Are The Issues People Turn Cookies Off▪ Third Party/First Party Cookie Issues

People Turn Javascript Off Broken Javascript Some Mobile Phones Not Supporting Javascript

Anonymizers Anonymous Surfing (The Big One!) Data Is Not What They Used To Be

Cellphones And Ipads Allowing Too Many Includes . So a 10% Error Rate Is Excellent.

But Is Accuracy beyond that Important… For Most of Us No, it really is not import.▪ Web analytics is about trends not anal retentivity.▪ Don’t Seat the small stuff, Really!

Cool Google Web Analytics Trends

Mapping/Geography Based Statistics More Visualization (Funnels, etc.) Mobile Phone/Iphone Tracking in

stats Daily, Weekly, Monthly Alerts Customized Report (Even Google

Analytics) Segmentation Based Reporting

Integration With Adwords & A/B Testing

In Page Analytics Intelligence (What Is That?)

And Now For Something Completely Different

Who Knows What Is Real Now?

Spam/Spamming Now Means More Than Just Annoying Emails.▪ They are like a virus going airborne.

Anybody Know What A CAPTCHA Is? That annoying box with letters and

numbers you have to enter when signing onto websites.

Spiders, Bots And Human Bots

The Future Of Analytics

I Always Speculate… Things I Think Will Be Offered In Future

More Behavioral Analytics And Segmentation▪ Telling Google a person is tall, blonde and single.

Interactive Analytics▪ Instantly usable data for Google customers

Advanced Graphics▪ I can see better, interactive graphics.

Overall I think Google has hit 90% of what is needed and probably will not increase features too much…

How To Make A Good Website Great!

Don’t Make Me Think! The Marketing Experiments Formula:

C = 4M + 3V + 2(I-F) – 2A▪ C = Probability of conversion▪ M = Motivation of the User▪ V= Clarity of value proposition▪ I = Incentive▪ F = Friction▪ A = Anxiety

Let Me Educate You On Internet Business Models

A Lot Of People Ask Me About Starting Internet Business. These Are The Models: Monthly Membership – The Best B2B Saas Technology - Excellent Lead Generation - Good Product/Service Sale – Good Commission/Exchange – Decent Sponsorship - Weak Advertising – Just Forget About It! Non Profit – Why Don’t You Just Get A Job!

Notice A Pattern…And Choose Wisely! Monthly Recurring Revenue, Web Based Services

Cool Web Stuff You Should Know About!

Evernote.com FourSquare.com Dropbox.com WeTransfer.com Basecamp Google

Documents Skype WordPress SpeakEasy.net

Alexa.com Compete.com Quantcast.com Magenta Drupal Joomla BeanStalk SVN InfusionSoft Constant Contact

Play The Web Lexicon Game

Take It National (My Plug)

Take It National National Event Franchise Platform Takes You National Comes From Our Speed Dating Business WordPress Compatible Currently In Beta ▪ Though We Have Real, Paying Customers.

I’ll Give You A Demo http://www.takeitnational.com

Anything Else?

Let me know if you have any questions

Or If there is something I did not cover you wanted me to tonight. My Email: dgudema@gmail.com My Blog http://www.strategicpoints.com/ My Twitter: http://twitter.com/dgudema My Startup:

http://www.takeitnational.com