Web Analytics Training - Web Analytics Mailbag

Web Analytics Training - Analytics Mailbag
Blogs are a funny thing. We write whatever we want, whenever we want, however we want – to an audience we’ve often never met. It’s almost as if we just assume people want to hear what we have to say. So what’s the funny part? People actually do listen. Oh, and they talk back too.
So now it’s time to bring you – the reader– to the forefront. Drumroll please…introducing the Analytics Mailbag! Send us your best analytics-related questions, problems and war stories – we want to hear what you have to say. And every so often, we’ll tackle your toughest (or maybe just most entertaining) questions and comments, right here on the Be Brilliant blog. What better way to talk about what matters most to you?
Anyway, let’s hit the mailbag, shall we? For this first issue, we’ve gathered some of the analytics questions we get asked most often. Here we go…
I just started using a web analytics tool. When can I expect to see results?
Wait just a second there. Having a powerful tool is great, but unless it’s a) implemented correctly and b) customized to your specific organization, you shouldn’t expect the world in terms of actionable information. Capturing the right data – and turning that data into usable insights – requires expert analysts who can turn out-of-the-box tools and data into meaningful solutions.
And remember, analytics is all about the “So What?” Tools are great, data is wonderful, but at the end of the day, it comes down to your ability to glean actionable insights and apply it to your business. That said, if your tool has been set up with your marketing goals in mind, and completely implemented correctly, you should have enough data in 30 to 90 days to make some basic recommendations. Trending data takes longer – maybe four to six months. But even then, interpret with care, especially if you have a highly seasonal business.
Smart analytics isn’t just about having the best tool; you want to be wiser, not richer.
So web analytics isn’t all about having the right tool?
Remember this ratio: Invest 20% in a tool…and 80% in someone who knows how to use it and can deliver actionable results. Smart analytics isn’t just about having the latest and greatest tool; you want to be wiser, not just richer. Bottom line: Tools + People = Insight.
What’s the most important metric? Traffic? Revenue?
Trick question! Rather that hone in on a single metric, try to take more of a holistic view that encompasses multiple goalpost and data sources. This includes your “soft” conversion points too. Submission of a lead gen form, video views, white paper downloads, engagement with click-to-chat features – these are great indicators of how well your site is engaging with people.
What are the main differences between B2C analytics and B2B analytics?
B2B analytics presents a host of unique challenges. For example, in B2B, longer sales cycles with multiple touch points can make attribution difficult. Add in the fact that a lot of B2B sales are closed offline, and it becomes even harder to tie back money in your pocket to online efforts.
This is another perfect example of why you can’t just rely on a tool to solve all of your web analytics needs. A lot of tools are geared more towards the B2C realm, meaning it’s crucial that you have the right people setting up your analytics solution and deciphering the data for the best insights.
At the same time, there are also a lot of similarities between the B2C and B2C realms. After all, the ultimate goal of a website – in both B2B and B2C – is to help users complete their mission, whatever that desired action may be.
Okay, one more question on metrics. I’ve heard you say people should stop paying attention to their “Top 10s” metric. Really?
Look at your biggest movers to spot trends before they really emerge.
My favorite rave: Stop looking at Top 10s because they don’t tell you anything! Top 10s never change. It’s like the medal count at the Olympics; chances are China and the US are going to come out on top. Instead, look at your top movers – the pages/products/keywords that have experienced the greatest amount of change in a given timeframe. That’s where you’re going to find the big trends – before they really get going! – even when they occur outside of your normal focus area.
Any other major traps to avoid? 
Two things:
    1. Get your implementation right. I’m not kidding. The amount of million-dollar implementations I see that are truly, truly terrible blows my mind. Why pay all that money for a tool if you’re only going to use it for counting visits?

    2. Don’t use stats like a drunk man uses a lamppost – for support, rather than illumination (from Mark Twain, not me!). You really do have to develop thick skin. It might hurt, but don’t be afraid to use web analytics as a mirror for revealing what needs to improve.
Lastly, how do I maximize the value of my web analytics investment?
Think of web analytics as a three-step recipe: Implement. Optimize. Capitalize.
Like I’ve said before, start with the best, most accurate implementation you can possibly find. Then, test, test, test – optimize with both A/B and multivariate testing to achieve measurable improvements in performance. Lastly, capitalize on your investment with savvy analysts who can turn data into action. And when in doubt, remember that analytics isn’t something you “set and forget.” It requires ongoing governance and care, so for the best results, schedule regular audits to ensure your data is as accurate as possible.
Again, let us know what’s going on in your analytics world. Whether it’s a question you have, lesson you’ve learned or story that just has to be shared, just fill out the form below or email kwd at acronym.com to get into the mailbag.
Till next time!

Web Analytics Consulting

web analytics consulting resources and information

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Web Analytics Training from USF - Web Analytics Training Courses

Harness the Power of Advanced Web Analytics Training and Convert Data Into Profits!

Interactive marketing has exploded in popularity and usage, due in large part to its measurability. In fact, Forrester predicts that U.S. businesses will spend approximately $953 million on web analytics software in 2014, with an average compound growth rate of 17%.* At the same time, new research from Econsultancy and Lynchpin shows a shift from spending on technology (which decreased from 45% to 38%) to spending on internal staff (which increased from 36% to 42%)** — highlighting a growing need for trained web analytics consulting professionals.

Web analytics tools make it possible to track everything from page hits to visitor demographics to advertising ROI. However, the key to success is not just obtaining accurate and plentiful data — it’s knowing how to use that information to your advantage. If you’re not making optimal use of your findings, it could be costing you money, customers and your competitive edge.

Advanced Web Analytics goes beyond the platform and empowers you to master the discipline. Not only will you learn what to measure and how to measure it, but you’ll also discover how to analyze the data and use it to optimize your website and campaigns.

Accomplished web analytics experts provide a high-level strategic view, focusing on the core concepts that will remain constant even as the tools continue to evolve. In just eight weeks, this advanced specialized certificate course will equip you with the web analytics training you need to leverage your metrics and maximize your marketing success!
Who Should Register?

This 100% online advanced analytics training course is ideal for marketing professionals and webmasters in agencies and corporate marketing departments. It is also essential for managers and executives who are responsible for setting goals and producing results, as well as for entrepreneurs seeking to optimize interactive marketing expenditures. Students may find it helpful to have some familiarity with basic web analytics tools, which are covered in 

USF’s Master Certificate in Internet Marketing program.
What You’ll Learn
Introduction to Advanced Analytics and Measurement
History of web analytics
Critical considerations for web analytics installations
Overview of web analytics providers
Best practices for analytics
Key analytics and conversion-tracking concepts
Traditional Analytics Components
Vital visitor info: user variables and site interaction
Tracking traffic sources: direct, referring sites, paid and organic
Optimizing site performance and ROI functionality
Goal-setting: paths, funnels and conversions
Google Analytics
Pros and cons of Google Analytics
Installations, profiles and configurations
AdWords integration and goal/ROI tracking
Custom segments and reports
Site overlay, maps and motion charts
Analytics Tracking and E-Commerce
Analyzing goal performance
Successful e-commerce installation and tracking
Alternative ways to measure e-commerce
Communicating reports externally and internally
E-commerce optimization
Measuring Off Site
Off-site metrics: top tracking and reporting methods for email, online advertising, video, social media, blogs, viral marketing and print media
Analytics Reports
Essential reports for webmasters, marketers, executives and small-business owners
Establishing benchmarks, KPIs and success metrics
Google Analytics: auto-reports and dashboards
Interpreting web analytics reports
Advanced Analytics
Google Analytics: custom filters, event tracking, e-commerce tracking over multiple domains and tagging campaigns
Top troubleshooting tips for web analytics
Evaluating external sources for web metrics: comScore, Nielsen and MRI
Must-know Omniture features
Testing: landing pages, design and Website Optimizer
Analytics Case Studies
Installations: standard and e-commerce
AdWords reports
Server-side example
Visualizing data to drive results
Analytics report-based marketing and design optimization


* “U.S. Web Analytics Forecast, 2008 to 2014”; published on Forrester.com, May 27, 2009.
** “Online Measurement and Strategy Report 2009”; published by Econsultancy, June 2009.

Phoenix SEO Firm to Lead Google Analytics Training Presentation

Phoenix SEO Firm, KEO Marketing, to Lead Google Analytics Training Presentation

Phoenix SEO firm, KEO Marketing, will be leading a Google Analytics Training presentation hosted by the Phoenix Chapter of the American Marketing Association

Phoenix SEO firm, KEO Marketing, will be leading a Google Analytics Training presentation hosted by the Phoenix Chapter of the American Marketing Association.
In this hands-on session, entitled ‘Top 10 Recent Enhancements to Google Analytics,’ Phoenix SEO expert, Sheila Kloefkorn, President of KEO Marketing and Director of Business Intelligence, Ryan Grimes will teach attendees how Google Analytics can give them the knowledge they need to improve the performance of their website and their marketing campaigns. In addition, two companies will have the opportunity to receive a complimentary detailed audit of their Google Analytics implementation.

“Google Analytics allows you to analyze various facets of your website and is the most widely used analytics application on the Web,” said Sheila Kloefkorn, President of Arizona online marketing company KEO Marketing. “This presentation will teach attendees how to properly leverage Google Analytics to make significant improvement to their marketing campaigns and overall business.”
The ‘Top 10 Recent Enhancements to Google Analytics,’ presentation will be held on Thursday, October 28, 2010 from 3 p.m. to 5 p.m. at the Jobing.com headquarters located at 4747 N. 22nd St. in Phoenix.
Interested parties can find more information about the event or register online at http://www.amaphoenix.org.
KEO Marketing is committed to developing marketing strategies and plans that help clients succeed online. Some of the world's largest brands have depended on KEO for marketing programs that deliver tangible and substantial results.
About KEO Marketing
KEO Marketing specializes in innovative online marketing strategy and solutions including search engine marketing and optimization, online advertising, social networking and social media. Some of the companies that KEO Marketing has provided online strategy for include: General Motors, FedEx, Profiles International Inc. and many more. For more information, visit http://www.KEOMarketing.com.