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Peter Howley of Empirical Path's presentation at an advertising agency Integrated Marketing Symposium August 9, 2012. Please read our blog post here: http://ow.ly/hj9YS
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2012 Integration Symposium
Website Data Analysis
Peter Howley, PrincipalEmpirical Path
info@empiricalpath.com@EmpiricalPath505-856-6131
‣Introduction ‣Status Quo‣Count Conversions‣Segment Audiences‣Share Insights
Agenda
About Us
Web analytics, market research and campaign measurement
Founded in Washington DC in 2002
Atlanta, NM and DC offices Founder led web analytics
at washingtonpost.com Google Analytics Certified
Partner Webtrends Agency
Why Measure?
Defend digital investment
Compare online to offline
Right-size digital investment
Re-allocate budget to most valuable activities
Celebrate and reward successes
Learn from mistakes
Status Quo
Reports with little context that measure only how many people entered the funnel: Impressions Visits Unique visitors Friends Followers
Measure how many times they complete the funnel (& achieve campaign goal): Purchases Social shares Email signups Contacts via form &
phone File downloads Video views
Count Conversions
Conversions: Sharing
Only cumulative share
data
Only cumulative share data
Conversions: Report
NOTE: All data disguised
NOTE: All data disguised
Conversions: Offer
Main Domain
Vendor Domain
Conversions: Every Report
NOTE: All data disguised
NOTE: All data disguised
Show all, new, returning, or
campaign, etc. visits
Conversions: Funnel Report
NOTE: All data disguised
Segment Audiences
Measure conversion rate for each key segment of visitors. Traffic source (PPC, email,
SEO) Geography Loyalty (new, returning) Answers to survey
questions Content interest Prior purchase
Unique content for
each audience
Segments: Visitor Type
Row for each
segment…in any report
Conversion rates for multiple
goals
Segments: Visitor Type Reporting
NOTE: All data disguised
Segments: Ad Campaigns
Segments: Social Campaigns
Segments: Partner Campaigns
Segments: Campaign Tagging
1 row for each link or set of links worth
tracking
Ties in other analytics
tools
Tells analytics which channel
worked
Segments: Campaign Tagging
RevenueOther Conversions
Segments: Campaign Reporting
Segments: Campaign Attribution
Segments: Campaign Attribution
Share Insights
Get analytics reports, findings & recommendations to decision-makers Build useful dashboards Email reports automatically Update spreadsheets
automatically Try out mobile apps Display real-time metrics Integrate with other data
Web Analytics Dashboard
Auto-emailed Report
Mobile Apps
Real-time Displays
Real-time Displays
Real-time Displays
Auto-updated Excel
Auto-updated Google doc
3rd-party Dashboard
Business Intelligence Tool
Thank you
Questions now?Questions later: info@empiricalpath.com @EmpiricalPath or
@phowley99 Facebook.com/
EmpiricalPath +Empirical Path Page
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