In consumer profiling, Novo sees

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Data Mining & E-Business Lecture

Paul MuretEngineering Director, Google Analytics

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1. Overview of Google Analytics- Establishing Goals & Baselines- Marketing Optimization- Content Optimization- Business Integration

2. Case Studies & Examples- ReMax, CKE, BuildDirect, Deckers

3. Data Collection: How does it work?- JavaScript & Cookies- Referral Detection & Tagging- Visitor Data Model & Views- Tracking Dynamic Content

4. Developing Topics- Internal Search

Data Mining and E-Business Lecture

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Overview of Google Analytics

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Establishing Goals & Baselines

ZAAZ Methodology

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Establishing Goals & Baselines

E-Commerce

Brand/Product Awareness

Lead-Generation

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Marketing Optimization

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Marketing Optimization

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1. Landing Pages and Bounce Rates

2. Popular and Important Content

3. Navigation Analysis

4. Funnel Analysis

Content Optimization

1. Overview of Google Analytics

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Content Optimization

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1. Sales Process Flow

2. Online / Offline Tracking

3. User Loyalty / Community Building

4. Customer / Market Knowledge

5. Brand Building and Viral Marketing

(What is this data source telling me about the business?)

Business Integration

1. Overview of Google Analytics

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1. RE/MAX

2. CKE Restaurants

3. BuildDirect

4. Deckers

Case Studies & Examples

2. Case Studies & Examples

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Analytics Case Study:

“We have already noticed several hot spots that we were previously unaware of. By visualizing where traffic is coming from geographically, these opportunities are jumping out at us.”

– Constance Slippy, Senior Manager of Web Services

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- Spicy Paris drives 4 Million Visitors in 3 weeks

- 50,000 visitors clicked the Spicy Burger coupon

- 60,000 visitors clicked the Restaurant Locator

- 60,000 people forwarded the video to friends

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• Any media can be used for “Pull Marketing” – all it has to do is create an Attraction or highlight one.

-- Jim Novo, The Drilling Down Project

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http://www.builddirect.com/

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Landing Page

ProductSelection

Place Order

SelectQuantity

2 Step Process

Landing Page

ProductSelection

GetSample

HomePage

Place Order

SelectQuantity

Original Process Broken Funnel



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The more you reduce friction in your sales process, the more you accommodate your customer’s buying process, the more confidence the customer gains, the better the customer experience. The increased intimacy of that experience is what allows customers to ascribe a deeper connection and more value to products and services.

– Bryan Eisenberg, Waiting for the Cat to Bark


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Innovative footwear products. Global lifestyle brands –Teva, UGG® Australia, Simple Shoes.

Teva.com analysis provided by ZAAZ | Premier web analysis & optimization consulting agency.

http://www.stopglobalwarming.org/partners/deckers

http://www.deckers.com/index.aspx

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March vs. Feb 2006

• Revenue 36% +

• Transactions 73% +

• Average Order Value 21% -

• Avg. Conversion Rate 2.856%

Note: Data blocked for confidentiality.


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March vs. Feb 2006

Looking specifically at Clearance items content

• Unique views 64%+

• Pageviews 80%+

• Is Clearance over-emphasized within the site?


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Data Collection

3. Data Collection: How does it work?

- JavaScript & Cookies

- Referral Detection & Tagging

- Visitor Data Model & Views

- Tracking Dynamic Content

<script src="http://www.google-analytics.com/urchin.js" type="text/javascript"></script>

<script type="text/javascript">

_uacct = "UA-30481-1";

urchinTracker();

</script>

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Developing Topics

4. Developing Topics

- Internal Search

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4. Developing Topics: Internal Search

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• Example: searched for specific Teva style “Dozer”

• What’s wrong with this experience?

• Exact matches fall at bottom of page

• Not replaying term(s) used in the search

• Related links not narrow enough


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1. Establishing Goals & BaselinesDecisions are made on the quality of data. Set initial goals and spend time on configuration and tagging. If possible, design for tracking.

2. Marketing OptimizationSearch has highest conversion rates. Drive more traffic through active SEM/SEO activities. Understand and take advantage of Geo location opportunities. Tag and track marketing campaigns.

3. Content OptimizationExamine landing pages and funnels. Understand navigation and drive consistent information scent. Test and re-test.

4. Business IntegrationWhat is the data telling me about my business, my customers, and the market. Find key opportunities and integrate analytics into larger marketing activities.

Summary: Battle for the individual and the market.

Documents

In consumer profiling, Novo sees