On-line Marketing & Web Analytics

Kripa On-line Marketing

Overview
Importance of OnlineMarketing
 Size of Internet  What is Online Marketing  Importance  What / How to Measure

Web Analytics : An Overview

 Web Analytics &

online success ?  SMO Buzz In Online marketing  Overall Measurement Metrics

Importance  Data Collection Model  Competitive Analysis  Log Vs Page tagging  Tools & Market Share  Call Center Case Study [General Discussion]

What all we will discuss?

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Some Interesting Facts

 There are more addresses than there are people on Earth.

The current global population stands at more than 6.7 billion.  There are about 150 web addresses per person in the world.  If you spent just one minute reading every website in existence, youd be kept busy for 31,000 years. Without any sleep.  28.9% percent of total time spent online in India was spent on Google Sites,

How it matters to me ?
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What is On-Line Marketing ?

Marketing your products using Internet

E-Mail Marketing

Viral Marketing

Affiliate Marketing

Banner Marketing

SEM Marketing

Organic

Paid

Shall I Continue with my Traditional Marketing

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On-Line Marketing Importance

Hey I want to answer it... I wake up early in the morning and check my Paypal

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What to track ?
Offline Brand Awareness Offline Marketing Activity Word of Mouth Brand Awareness

Phone Call

New Repeat Customer Customer Purchase

How marketers are using Social Media to grew there business?

Social media marketing is a term that describes the act of using social networks, online communities, blogs, wikis or any other collaborative Internet form of media for marketing, sales, public relations and customer service. [Wiki]

Benefits

Sample Metrics for any OnlineCampaign

Email SEO Affiliate Links Social Media Paid Search

What is web Analytics & its Importance? You cant manage what you cant measure
 monitoring how visitors are using different pages

and features on your website.

 Historically, web analytics has been seen as a pretty

dry affair that involves trawling through masses of data. But now it is a lot different the software has become less complex and businesses have become more adept at using it. Companies took major decisions on it so analytics = business intelligence.
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Data Collection Model

User- Centric

Web- Centric

Network - Centric

Log File

Page Tagging

Web Beacons Packet Sniffing

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Competitive Analysis Tools

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Log File vs Page Tagging

Log File Advantages Log File is a server side solution 1. Analysis of Historical Data is Possible 2. It record for search engine spider visit 3. It contain an information for all failed visit by the user or page error. (i.e 404, 401 Error) its good. 4. No Firewall Issue 5. Its vendor Independent 6. Log file can track non-HTML page also (i.e PDF, DOC) 7.The good news is that log files compress very nicelytypically with over a 90% Compression ratio. Most log file analyzers are capable of decompressing log files, Analyzing the data, and recompressing them, but this tends to be a very slow process. (Net Tracker overcomes this limitation by reading directly from compressed log files Without having to decompress them first.) This approach saves quite a bit of time and disk space when compared to analyzing uncompressed log files.) Page Tagging Disadvantage 1. You cannot analysis historical data 2. It doesn't record search engine spider visit. 3. it doesnt gives us failed visit information. 4. Firewall on the client side can stop the script processing. 5. If we change the vendor we need to change the script tag on all the pages. Suppose we are using the Net tracker this time and if we change the vendor then we need to change the code also. 6. It cannot Track nonHTML Page(i.e PDF, DOC) Page Tagging Advantage In page tagging we place a code usually JavaScript on each page of the site and is sometimes referred to as client-side data collection. Every time a tagged page is opened by a visitors browser the script is processed and visitor information collected. page tagging is a client side solution 1. Page tagging give us the information on browser versions, platform versions, screen resolution, connection speed. And while it is true that page tagging solutions provide information about screen resolution that is normally unavailable to log analyzers 2. It provide information almost Real time Log File Disadvantage 1.It doesnt give us the real time data. 2.People are sometimes concerned about log-file-based solutions due to the size of the log files. Medium-sized Web sites can generate tens of megabytes of log files each day, while large Web sites can generate hundreds of megabytes, or even gigabytes, of log files each day.

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Web analytics tools & Market Share

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| Course Title

Use of Google Analytics

2009 results Change since 2008

We use Google Analytics exclusively

23%

+9%

We use Google Analytics but not exclusively

57%

+5%

We do not use Google Analytics

20%

-14%

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Main analytics tool used (other than GA) 42% 6%

19%

6%

7%
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Questions ? Call Center Case Study General Discussion

Topics we will Cover

Online Marketing & Social Media Marketing [3 hrs] Over view of Social Media Marketing Social Media Tricks - Social Media Marketing for branding - Social Media Marketing for Traffic A defined Strategy How to Measure Social Media Efforts? Social Media Industry Report

. Overview of Web Analytics [4hrs] a) Key concepts including analytics, key terms and how they are used b) Key Performance Indicators (KPIs), why they are important , examples of common KPIs along with an explanation of what makes them great metrics for understanding the success of our objectives. c) How to develop KPIs that is aligned with our business objectives d) What is JavaScript tagging & Log file tagging e) Process of Tracking the website f) Campaign analysis (External and Internal) g) Internal Site Search 2. Data Interpretation : [4 hrs] a) Understanding metrics .e.g Traffic metric, visitor metrics, page level metrics, campaign metrics. b) Ad-Hoc Analysis : Process of Ad-hoc analysis c) Using Statistical techniques in web analytics d) Reporting : Best practices for reporting data to client e) Multi variant Testing / A/B testing f) Behavioral Targeting g) Insights from Web Analytics point-of-view - Roadmap to Insights h) Qualitative Web Analytics i) 2 Analysis Case studies