Day Seven - Web Measurement and Analytics - Customer Research and Insight Tools
Morning Session - Web Measurement & Analytics
Nominated trainers
Andrew Hood, managing director, Lynchpin Analytics
Afternoon Session - Customer Research & Insight
Nominated trainers
Andrew Hood, managing director, Lynchpin Analytics
Web Measurement & Analytics
The Web Analytics Process: What is it and where does it fit into an organisation?
- The journey from data to profitable action
- Tools, people and striking the right balance
- Business benefits and securing buy in throughout the organisation
Data Collection: How is web data collected and what are the limitations?
- Log files versus page tags, hosted versus in-house
- Identifying users online
- Critical integration points: shopping baskets and sales processes
- Limitations of cookies, people versus devices
"My Stats Don't Add up": Making sense of online metrics.
- Getting on top of the jargon: hits, visits, impressions, uniques
- Accuracy issues and comparing metrics from different systems
- Introducing real business metrics into the equation
Judging Success: What should I measure, and how do I start to turn reporting into decisions?
- KPIs and the critical few
- Different measures for different audiences - getting to know your website stakeholders
Marketing Perspective: Analysing and optimising campaigns
- Campaign tracking and segmentation
- Quick wins for search, affiliate, email, display and community marketing from analytics
- Devil in the detail: getting even more for your online marketing buck
Content/Process Perspective: Analysing online processes and user engagement with content
- Segmenting and analysing content
- Spotting sales process issues and prioritising usability improvements
- Understanding interactions over multiple visits
Customer Research & Insight
Your Own Big Picture: Pulling customer research insights from your own web data
- Understanding your own customer life cycle
- Getting to grips with your marketing mix
- Online as a view on your offline activity
Ask the Audience: Who are they and why did they do that?
- Linking qualitative survey data to web analytics information
- Benefits and challenges of macro and micro data integration
All About the Customer: The CRM/Web Analytics marriage
- Profiling and segmenting customer behaviour
- Lifetime value and tracking complex product sales through offline processes
- Privacy issues in integrating personal and anonymous information
Competitor Analysis: Benchmarking versus sector and market trends (and limitations)
- Online panels (e.g. Nielsen)
- Software monitoring (e.g. Alexa, Comscore)
- ISP monitoring (e.g. Hitwise)
- Free info (e.g. Quantcast, Google, MSN)
Pulling It All Together: Making decisions that lead to competitive advantage (session summary)