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Kak 970 onpeenneren?. 26 Ucrounnkn knuxcpposa 28 Odtiapyxxenne kankippona 31 Oraetinie seficrans rloncKoabtx cucteM wa Kankeppor 33 Kak petsiamonateni Moryt Goporsca ¢ Kiik(ppOn0M .. 35 4ACTb I. PABOTA C CHCTEMAMH BEB-AHAJIHTHKUH ........ Paawa 1. HanGoaee untepecusie crcrempt Slunexc.Metpua .. Merpuxa. Craruerixa noceutaemocrn caiira Oruer Bosrevenue Oraerst Kounesomeper nocemumeaeit Oruer Meoepagus. Orver Jemoepadus Google Analytics. Tpenmyutecrea Google Analytics Henocrarku Google Analytics Urchin Software..... Cuetewa ne6-ananieriicn n oTeaexisannn ousennuaeckix Kanko AdWatcher Orenexsnpanine 2iexTHBHocrH naptepcKHx Mporpann .. CucTema 8e6-aHanuTHKH Snoobi ...... Henonszopanie or4etos ... Oruer 06 oueHke KoHTEHTA Main Report (F-nasnuait orver) Pages (Crpainu!) Sections (Pasaentt) Goals (LleH). TpoaaxuVv Ornasnenne Kak aniGpare norenunasisibix noxynareneti 7 Quenka noceruteaa.. 7B Crpant, oGnactH, ropoza. 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Beaenue 8 Google Analytics. um Cxema paGorst cuctemst Google Analytics. ut COop 11 oGpaGorKa saMHBIX... . im Hacrpoiixa Google Analytis 113, C sero tavare 113, Peructpauna 8 cucreme Google 4 Toanucxa a Google Analytics... 11S AxTHBauHa MOHHTOpHHTa. 116 Hacrpoiika Google Analytics 1a padoTa¢ pocentckuni nortekoetistt eicTentantt 417 Hacrpofixa orcnexnsanna 3arpy3ku ¢afinos PDF, AVI sin WMV. 121 Hacrpoiika orcnexHBaHHa KMHKOB NO HeXOsIALLKM CobLTKaM 121 Hacrpofixa orcnexsneanis coObiTHit Flash. 122 Hactpoiika orcnexkuBaHHa CoGbITHi JavaScript... 123 Hacrpoiika orcnexisaniia auixo,ioa c caffra vepes GanvepHbte oOaB:TeHI.. 124 Hacrpofixa orenexnpanna HoBbIX npHAOKeHHI AJAX... 2124 Hapurauua » Google Analytics... 125 Planes HaCTPOeK ..ee..e 131 Hactpofixi ananiTHKn .. 131 Mpospitnt ne6-caitron 132 Tporepxa craryca.. 133, Hacrpolixa spemenibix paMox. 133 Vcnonssoranne kaneHaapa... 134 CpabHeHne spemeHHEIx TpomexyTKOB. woe 134, Hecnoseaovanne nertb1 speMent 135 Taasa 3. 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Mpaxriseckuit ananus 1 npn nomousn Google Analytics KPI — cpennne sHayenus .. . Cpentiee KonH4ecTBo noka3oB 3a noceuleHHe Cpeatiaa ctonmocts nocerutens.. Cpeatiaa cronmocts KonBepcuit Cpentias npuOsint of nocetuTens Cpentiaa cToumocts 3akasa Cpeatiee koniectso noceutennii nepen noxynkoit KPI — npouentunie suavenua Cootiowieniie Hosbix 1 aepryeuiuxen nlocerirenett CootHouene noceTHTeneit no oTaenbHbiM rpynnam. Cermesrtauns 10 GpeHOBLIM KIIONEBBIM CHIOBAM cen Cermentuposanie ueHHbix noceTHTeneli no KoAMYECTBY KYMLEHHBIX TOBApOB CooTHomenne noceuleHHii 10 HH3KOH, pene H Gonbwol riyGuHe (noKazaTenb aanHTepeconanHocti) . Coornouiene noceTHTenel HHSKOR, cpenHel H BLICOKOM "cBexkecTH... Coorowenite npHGBUIH OT HOBLIX HM BepHyBUUMXcA NoceTHTeneMt H NOKynaTeneh.... Cootowienite siicna 2aKa30B OT HOBBIX H BepHYBULUXcA foceTiTeneit H nloKynaTeneli..... 236 Cpastenie noxasateneti >pexTHBHOCTH ¢ apyrHMH caliTaMH oTpacmi Faapa 8 Moaroronka x cae Tecra Qualified in Google Analytics Faapa 9. 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Mui crapanuice npsoaurb HanGonee cBexyio H HHTepecHyto HHdopmauito, KOTO- pas zocTynwa Ha ceroaHaumHHit JeHb. Nonatnve Be6-ananutTuka B Hinepnere Moxkto sctperure pasnn4nble papHaliTbt onpesleneHia BeO-aHanHTHKH. Be6-ananumuxa npegocrapssey BOIMOXKHOCTS AHANH3HPOBATS PekKAMHBIE KAMMIA- HHH, OUeHHBaTb 2aTpaTbI Ha ONpeNeneHHbIH KAHAN peKMAMbI WIA TOF, YTOOBI pac- XOMOBATb PeksAAMHbIli GlomKeT HaHGosee a>eKTHBHO, aHATH3HpOBATb CTpykTypy M KOHTeHT caiira, Momy¥aTs HcuepnbiBaloMyo HNopMauio 0 noceTHTeAX H MHoroe apyroe. Turep O'Hua, rnasneii ananutHk Forrester, npuBoaur caenytoulee onpesenenne seO-anatuTHkn. Be6-anamumuka — 370 HcHOnb3OBAHHe AaHHbIX ANA npANaTHA nanny4wnx peurenuit. Bol Hukorga He 3aayMbipanuice, nouemy KoMnania Google B cBoe epema Kynuna komnanio Urchin Software, koTopas aBA#eTCA OAHHM H3 KAIOYEBBIX paspaboruH- KoB mporpaMMHoro OGecreveHHa JIA aHalmH3a CTATHCTHKH NoceuleHHs H TpadHKa ee6-caifron? Man aa Yero KoMMaHHa AHgeKc anycTHsa H perysiapHo copepuleH- crayer cepsnc Anmekc.Merpuka? Jlymaem, npemctasntenn o6oux 9THX KoMNa~ Hui OcosHaloT TOT akT, 4TO eQHHCTBEHHBIH NYT yeneWHOH onAAiiH-KaMnaHHH (Auaekc.JIupext unu Google AdWords) next 4epes exeHesHoe W3MepeHne odekTHBHOCTH STHX peKTAMHBIX KaMNaHHi. OHH OcosHalor, TO eAMHCTBCHHDIT MeTOA, NOSyKIAIOUHH peKNaMonaTenelt HHBECTHPOBATb B KOHTEKCTHYIO peKna- MY — aTb HM BO3MOXHOCTS HIMEpHTb KAKI KINK, KaKMOE KOHEBOE COBO M1, HaKOHeU, KaxkayIO NoTpaeHHyio Koneliky (pic. B1). a) TTT ER he Ge Ba On GE OE Aa GH Ml pte 9 tease 8 © © $000 4008 $0.02 $020 $0.00 $240 04% 0% 0.2% 0.2%. eT oot 9 © © $090 $020. $0.00 F0.00 5909 $0.49 09% BN OM OOM. 49 Caan © go80 4 gon goon s200 2e000% 0m 82 92 | = sata She ate sam 00m a om Puc. B1. BonbumHcTe0 OTCneKHBaIOUIKx CepBiCOB OTOSpaxaloT BCIO MACpOpMaLIMIO B ACHOM, ApocTowi ANA NOKMMAHHA chopMe6 Beedenue 6 6e6-ananumuny Kakue nokasaresn Hy:kHo aanH3HpoeaT B rlepyto oMepent: KOsIMMECTBO YHHKANBHBIX NoceTHTeNeHi B CYTKH; cpeanuii yposelib KoHBepcHH (npom@kH, perHeTpauHH, cka4Ka daiinoB HT. 1); HanGosee nonysapHas eTpannua caiira; cpemHaa MponomkTeMbHOCTS NpeObIBAHHA OHO NoceTHTenA Ha caiiTe; kak 4acTo nloceTHTestb BosepautaeTes Ha calir; gQqgaaqga cpeataa raySuna npocmorpa calita (CKOABKO CTPAaHHLL MpocMoTpen HB KaKoii ovepeaHocr); reorpadua nocerurenei; aa KOMHMeCTBO OTKAZ0B (KaKOlI NPOUeHT noceTHTeneH B TeHeHHe NepBLIX ceKyHA Tlokumaer caiir, a He nepexognT Ha apyrHe cTpanuupt caitra); OF kakwe sanpocei senaioT Bo BHYTpeHHeM TloHcKe IO caiity. Ecait epi 3aHHMaeTec 31ekTPOHHOH KOMMepUHeli, TaKOKe %KeNATesIbHO 3HATb: 0 kakolt 10x04 MpHHOCHT Baul caifT B CYTKH; 7 no kakuM KMO4eBBIM csIOBAM, ¢ KaKHX caiiToB, ¢ KaKHX GaHHepoB NpHxoAAT noceTHTeNH, CopepulaioulHe noKyNKkH; © vanGonee nposasaemusit Tosap, accoprumenT; 1 npouentHoe coorhomenve KnHKoB K MposaKam; konmuectso nposa; O oSuaa npnOwins. OQuenne 9TH tbakTopbi, He cOxKHO GyreT CAeNaTb ONpeEMEHHbIe BbIBOALI 1 cpeanaa croumocte noxynaress (3atpatbl Ha oHOrO NoKynarena); 1 Baxtocts KOHKpeTHOH BeG-cTpaHHUbt; © pasamane Kosduunerra ROI (okynaemocts uiBectHunii) ait npuBneenis HOBBIX H BEpHYBLUHXCA NoceTHTeNel caitTa; HanGonee BLITOAHBIe PeKAAMHBIe KAMMAHHH, NPOBOUMBIE B HACTOAUIee BpeMs; kakas BXOJMad CTpaHHUa NPHBOAUT K HAMGonbUIeMy KOMYECTEY OTKAI0B; KakHe CTpaHHUbl MPOCMOTPe Momb3OBaTENb AO NOKYNKH; gaaqa cpemvee Bpema, HeoSxogMMoe noceTHTeNo, HTOGbI MpHHATE peUIeHHe O n0- Kymike Topapa HAH 3akaze ycayru. Be6-ananitTHka MOxeT CHsBHO NOMOMB, ECsTH BEI: © nenonsayere KoHTeKeTHy!o pekstamy (SHmeKc-ampexr, Google AdWords, Beryti W ap.), nonckosyio ontumuzaunio (SEO) un meauiinyio (GanHepHyto) peksamy sJ1a npnesievenna noceruteneli Ha caitr;Baodenue @ ee6-avanumuxy 7 © xorure onruMusuposate ueneBble CTpAHHul, T. €. CTpAHHUb, Kya NonagaeT NocerHTeAb Nocse KsHKa Ha peksaMHoe OOBABAEHHE, 1 ctpemnrect yeenH4HTb ypoBeHtb KOHBepcHH Baulero caiira (npeBpauleHHe no- ceTureneli 8 nokynareneit). Uto maeT BeO-aHanuTuka? Kak wapectHo, B ocHoBe ycnewHoro MapkeTHHTa JIe@KHT MOHHMAHHe KHeHTOB M yaoBnerBopeHHe Hx noTpeGHocteli. MurepHeT-MapkeTHHT B 9TOM cMBICsIe He uckmouenne. HIMeHHO nosTOMy HeoOXOaHMO CerMeHTHpoBaTs nonb30Bareneii, IpHXOAALNX Ha BALL CaiiT, H ONpesesIATE NPHUHHLI, NO KOTOPbIM OHH ero HeTIONb- aytor. Ochopnbimit wenaMH cerMeHTauM MoxkHO HaaBaTb: OF cosganue caitra, opuenTupowanHoro Ha KIMeHTOB, B COOTBETETBHH ¢ HX MO- ‘TpeOHOCTAMH H 3anpocaMH, 4TO B CBOIO OMepeb NO3BOHT yBeEMUHT’ UUCIO ueHHBIX noceruTeneti; © onpenenenne w ucnoas30nanne HanGonee >ieKTHBHBIX MapkeTHHroBbIX kKoMMyHuKaunii; 0 onepexenne 2kenannii nocerHTeneli m mporHosMpoBanie Hx BeposTHOrO MoBe- aeHia. Axammupya nokynareneii cerMeHTHpya Hx 10 onpegeseHHbi napamerpam, MbI TeM caMBIM OMpedesiem HanGonee WeHHBIX NpecTaBHTesel, CoBePLIMBILHX Ha caitre onpeaenenHoe gelicteHe (onmaTHBWHx TOBap, 3arpy3HBUINX npalic-nHeT KOMMAHHH, 3aNlOAHHBLINX (POpMY 3aBKH, NORAHCABLIXCA Ha PaccbLIKY HT. N.), a TAWKE MOXKeM NOCMOTPeTb, OTKY/a NPHXOAAT HaHGoAee UeHHBIe NoceTHTENH (MO KAKHM KJOMEBLIM C:1OBAM, 110 KaKHM GalHepaM, C KAKHX pekKsAMHBIX OObABAEHHi, KaK YACTO 3aXOAHIH 0 COBEPUICHHA NOKYMKH, KaK MaCTO COBepUIAIOT NOBTOpHbIe Tlokynku ToBapa). JhoGoii enaneneu caitra— 370 wHBectop, KoTOpEIli HHBECTHpyeT CBOE BpeMs H JeHbrH B pasBuTHe cBoero pecypca. JlioGoro HHBeCTOpa B NepByio O¥eperb BON- HYeT BONPOC, Kak GbICTPO OH OKYMHT CBOM BIOKEHHA H CKOMIBKO TIPHOBUIM eMY nipiiecyt ero MHBecTHuMH (ROD). HittepHer-MapkeTHHr Tem xopoul, 4TO 3uech OKyMaeMOcTb HHBECTHUMI: H3MepHT’ HaMHOrO MpoUlle, YeM HHBECTHUMH B OGEIY- bili MapKeTHHT. ro xe Takoe ROI 8 Be6-avanutnke? ROI (Return on Investment, so3epar Ha HH- BecTHUHH) — 370 COOTHOUIeHHe yeeaHUHBaIoUIelica NpHObIAN H yRenH4HBAIO- LUAXCA 3aTPAT, OOBIYHO 9TOT KODPHUNEHT BbIparKaeTeA B MpOUeHTa} ROI = (MpuGuia - 3arparss) /3arparsi * 1008 Beodenue ¢ 206-aHanumury T[aa narasaoctn, oGcyaKM crenyioutii npuMep. Koop unnent ROI: A: Exkemecaunbiii o6bem nposax (1 000 000 py6.) B: Mecaunbili pertamnbiii Gromker (150 000 py6.) Yeesanuenne npoaak or yay4urenns: C: Kauectea Tpaduxa (2 %) D: Tpaktaniocra caiira (2 %) Cpeuerna, eSepexennste na: E: Mpexpamenue onnarsi neaddpexrupuoii pexnamni (10 %) F: Tpeaorepauenne o6mannbix ios (10 %) 3arparsi wa paGory Be6-ananuTHKos: G: Mecaunsie sarparss (30 000 py6.) ROI=(A *(C+D)+B*(E+F)-G)/G ROT = (1 000 000 * (0,02 + 0,02) + 150 000 * (0,10 + 0,10) - 30 000) / 30 000 = = (40 000 + 30 000 - 30 000) / 30 000 = 133,3 % Kak BHAHTe, MBI MPHBENH 37€Cb AOBOABHO CKPOMHBIE OKAZaTeAH pasBHTHA, KO- TOpbIe pa3YMHO OKHAATS OT Hcrlonb3OBAHHA BeO-aHANHTHKH. KpoMe Toro, ecTb BePOosTHOCTS, ITO MeCaMHbIe 3aTpaTbI GyayT HemMHOrO MeHbuIe. Harpumep, eca He HaHHMaTb cTOpoHHIOIO KOMNAHHIO ANA aHanH3a Ballero onAaiiH-GusHeca, a OGY4HTS UITATHOTO COTPYAHHKa HAH HaHATS KOHCynbTaHTa, HanpuMep, CHH3HB exkemecauHbie 3aTpatbt ¢ 30.000 py6. no 15 000 py6., pau ROI craner 366,6 % (yanroipa, 470 1 133 % Gbim0 oer aarKe HenA0Xo)! Cyutecrayer Ba KMoueBEIX KOMMOHEHTA, YBeAHIHBAIOULHX NOTOK NPHOBLTH: 1 npamoe eospactanie nponwk, o6ycnoBieHHoe BospacTaloulHMH nepexoaaMH 3-3a KaecTBa Tpadbuka H MpakTHuHocTH caiira; CF cpenerea, coKOHOMACHHBIe Ha YMeHBULEHHH HeraTHBHBIX sBmeHHi, TAKHX KaK HeadipextHBHaa HHTepHeT-PeKama H OOMaHHBIe KAUKH (KIHKpod), Baap 97H aba nyHKTa B KaNeCTBe OCHOBHBIX HanpassenHit paspuTHa GusHeca, But CMOXKeTe 3HAYHTEIBHO YRENHYHTS MPHObLIE, HCnombays REO-aHATHTHKY. Tipiaesem onuit 13 ropskux npHMepos (10 CHX op 3TOT NPUMep ABAAeTeA ypo- KOM JA MHOFHX) HCTIOMB3OBAHHA TOHCKOBBIX CHCTeM. Onn 6u3Heemen tparna nor 1000 noznapos 8 Mecaly Ha KIIOYEBbIE CHOBA, KO- Topble He pHHOcHAM MpakTHYeckH HHYero. OH Mpeanonaran, To Gonbuias YacTs Tponak User OT peklaMHOli KaMMaHHH 110 CAMBIM JOpOrHM KaOMeBIM 3anpocamBeedenue @ ee6-ananumuy 9 ¢ CaMLIX NONYAAPHBIX CHCTEM KOHTeKCTHOH PekNAMBI, T. K. OH MonpocTy Obi yBe- PeH B TOM, WTO Gosee AeUIeRBIe pekrAMHBIe OOBABNEHHA, paMeU{eHHble B APYTHX CHCTeMAX, NPHHecyT MeHbIy!O MpHOBLIB. Tak npogosxanoct 10 Tex Nop, Moka OH He y3Han o cneuHanbHoM TIO, orcnexkH- BaIOWLeM IGPEKTHBHOCTE PeKNAMBI, TOrMa-TO OH H PelLIM!T HCHOMBIOBaTb ero AAA TOFO, HTOGLI NOHSITE, YTO 2ke Ha CAMOM ee ABNAETCA HCTONHHKOM ero NpHOBITH. Henonbaya camoe npocroe TIO, of BbiscHHa, YTO GénbUIAA YacTs ero NposwK WaleT COBCEM He € TeX CHCTEM KOHTEKCTHOI PekNAMBI H He MIO TeM 3anpocaM, a OT Y3KOHANPABACHHBIX NOHCKOBHKOB, Ha KOTOPBIX eFO MPOAYKT okasbIBaNcA Gonee TpuenekarenbubiM Ju noKynarenel. On Take MpHuen K BLIBOAY 0 TOM, TO MoxeT BOBCE OTKAIATbCA OT Gonee AOpO- TOCTOAUMHX PeKNAMHBIX KAMNAHHii, T. K. NpHOBLIN © Nposax, KOTOPYIO OH NoAy- an OT GOMbILHX MOHCKOBHKOB, XBATANO MUI Ha TO, HTOObI OKYNUTE pacxosb! Ha 3TH caMBIe pekaMHbIe KaMMaHHH. TakHM O6paz0M, He 3Haa O CpaBHUTesIbHO Npo- CTOM MeTOde OTCAEKHBAHHA PeKAAMBI, ITOT HeOBK H AANbIe NpogoMKaN Goi RepHTs B yTRepATeHHe "GombUle 3HAYHT AYMULE", A TAICKE B TO, 4TO OCHOBHO! 10- XO/ ¢ Mpomaxk Wen OT Gone KPYNHBIX MOHCKOBLIX CHCTeM. Janne caysait BHops OSpaulaer Halle BHAMAHHe Ha BaxKHOCTS AMYHOFO oTCAe- XKHBAHHA CTATHCTHKH, a He CHenoli Bepe B TO, TO slena HAYT Tak, KaK H LOKI natn. BunMarenbHoe HaGmONeHHe NO3BOAMT BAM HANAANTb peKsaMHy!O KaMna- HMO COOTBETCTBYIOUIHM O6PA3OM HIM BOBCE OTKAIATECA OT Hee 10 TOTO, Kak Ha BallleM cHeTe He ocTaHeTes eHer. UTo Takoe KOHBepcna? B nuteprier-Mapketnure c0B0 "KonBepcHa” OGosHauaeT OrKHAeMyIO BAMH 12:16, KoTopyto BbInomHHA Baul NoceTHTeab. HanpHMep, Bauleli YeTbIO MoxkeT ObITs OH- aaiiti-nlokynika OAHOro H3 BaLIHX ToBapoR, 3anpoc GombUero KONMUECTBA HHKpop- Maui WI 3arpy3ka Bauero Katanora. Ecan Bal caiiT He aBnseTCR KOMMepYe- CkHM, TO UeMbIO MOXeT GbITS NloANHCKa NOCeTHTeNA Ha paccbLIKY HH 3anonHeHHe kakoii-nu60 oper. 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OF Pasiiua mexay nonckosoii ontumusauueli B2B 1 B2C: http://www.seo-study.ru/seo-marketing/seo-b2b/ 1 Monckosaa ontumuaauna 8 epee B2B: yekopaem KonBepemio: http://www.seo-study.ru/seo-lessons-and-tutorials/b2b-b2c/ © Mapkeruur asta B2B: http://www.seo-study.ru/seo-marketing/marketing-b2b/ B TaKHx cay4aax UesbIO ABAACTEA yoTAHOBNEHHe OTHOWIEHHI ¢ NoTeHUHAABHBIM KAHeHTOM. ITO MOXKET cTaTb NpemoaHeli K JANbHeMLIMM NOKyMKAM, OCoGeHHO eCAM BbI CMOrIM MpeCTaBHTS MpeuMyuecrBa cBoero ToBapa BAyHUeM cBeTe. But eMmonkeTe ySeAMTb HX MOTPATHTb GombUle, HEM OHH XOTeMH BHAYAE, KOFa TOBKO 3AM Ha Baul caiiT, 4TOGbI CaesIaTb OAKY NoKynKy. Oanuako A@Ke ecaM YeMbIO peKTaMHOH KAMMAHHH sBASeTeA COOp HHKopMauHH © NOTEHUHANBHBIX KIHCHTAX, BAM HEOGXOHMO BAOKHTS B Hee ZeHbIH. Mpeanono- 2KUM, BbI NPONAeTE BEICOKOTEXHOMOTHUHEIH TOBA, NPHHOCAUMMI: 2OXoA B 1000 AoA- sapos 3a nporaxy. 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