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How to Turn Your Web Analytics Into a Money-Making Machine from SES Chicago '09

Dec 7, 2009 - 12:35 pm 0 — by Barry Schwartz

Filed Under SES Chicago 2009

Below is live coverage of the How to Turn Your Web Analytics Into a Money-Making Machine from the SES Chicago 2009 (official SES Chicago Site) conference.

This coverage is provided by Brian Ussery - Beu Blog.

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

How to Turn Your Web Analytics Into a Money-Making Machine

(12/07/2009)

11:53

Brian Ussery (@beussery):

How to Turn Your Web Analytics Into a Money-Making Machine

You tagged your website with analytics. You may even login to check your stats or get them emailed to you. What does it all mean? How do you find anything useful in the endless amounts of data provided? How do you turn those reports into insight and action? In this session, each panelist will provide you with 3 solid tips to make money from your web analytics and answer questions about everything you've wanted to know about web analytics but were afraid to ask.

* Moderator:
Richard Zwicky, Founder & CEO, Enquisite

* Speakers:
Bryan Eisenberg, SES Advisory Board and New York Times Bestselling Author, bryaneisenberg.com
Jim Sterne, Chairman, Web Analytics Association & Founder, eMetrics Marketing Optimization Summit
Phil Mui, Senior Product Manager, Google Analytics

Bryan is up first....

Having image upload issues.

Avoid 2 extremes

"The key to making web analytics work is having a process."

plan > measure > improve

You can't make money with web analytics by just looking at reports.

Monday December 7, 2009 11:53 Brian Ussery (@beussery)

11:54

Brian Ussery (@beussery):

It all boils down to:
Budget - People - Culture

Monday December 7, 2009 11:54 Brian Ussery (@beussery)

11:58

Brian Ussery (@beussery):

to do web analytics you need to make a to do list:

1. what marketing efforts have you entered
2. how can you improve

Prioritization based on resources and impact:

ie "learn more" vs "help me choose" resulted in millions in sales for Dell

Monday December 7, 2009 11:58 Brian Ussery (@beussery)

12:02

Brian Ussery (@beussery):

Segment your way out of sadness:

Average metrics produce average results

Improve conversion rates (the number of people who take action you wanted them to take divided by number of people.) But…. this isn't the best metric as not all are qualified.

Nielsen's eye tracking used to illustrate 4 types of visitors:

Personas build predictive models:

- simple personas
- robust

Each one has different conversion points.

Consider purchase cycle….

Monday December 7, 2009 12:02 Brian Ussery (@beussery)

12:06

Brian Ussery (@beussery):

Use google segmentation factors to see persona criteria.

Always be testing
- a/b
- user testing for usability

30 key optimization factors

Ideas for user testing made easy:
usertesting.com
silverback
feedbackarmy
easy usability
feng-gui.com

Thanks Bryan

Up next Mui from Google Analytics

Monday December 7, 2009 12:06 Brian Ussery (@beussery)

12:06

Brian Ussery (@beussery):

Google analytics is sponsoring lunch and will release new features today...

Monday December 7, 2009 12:06 Brian Ussery (@beussery)

12:08

Brian Ussery (@beussery):

avg conversion rate is 2%

keywords > website > conversions

conversions isn't a good kpi

Monday December 7, 2009 12:08 Brian Ussery (@beussery)

12:08

Brian Ussery (@beussery):

story about sears tower :)

Monday December 7, 2009 12:08 Brian Ussery (@beussery)

12:14

Brian Ussery (@beussery):

don't focus on conversion but ROI. What about the rest of the process?

1. Optimize holistically - different creative same landing pages via utm content in GA.
- advanced segmentation
- cross segmentation

Strong call to action, special offers and other are creative best practices....

Monday December 7, 2009 12:14 Brian Ussery (@beussery)

12:19

Brian Ussery (@beussery):

Case Study Picasa increased overall conversions (downloads) by 30%

After, existential KPIs how to optimize the other 98%?

Think micro conversions

2. Micro conversions

running out to time...

Monday December 7, 2009 12:19 Brian Ussery (@beussery)

12:20

Brian Ussery (@beussery):

Google Analytics Intelligence, proactive insight...

Monday December 7, 2009 12:20 Brian Ussery (@beussery)

12:20

Brian Ussery (@beussery):

3. Be vigilant know the unknown unkinowns

Monday December 7, 2009 12:20 Brian Ussery (@beussery)

12:23

Brian Ussery (@beussery):

Up next Jim Sterne from eMetrics and WAA.

acquisition
persuasion
conversion

optimize the basket

most optimial basket "Amazon 1 Click"

focus on specific process ie "cart process"

Monday December 7, 2009 12:23 Brian Ussery (@beussery)

12:26

Brian Ussery (@beussery):

First question, where are the problems? How can we fix?

user testing and survey... Analytics only shows where the problem maybe but not the "problem".

Folks registering at waa for agenda weren't regis for conference. Why, no button

Test and measure, test and measure

Monday December 7, 2009 12:26 Brian Ussery (@beussery)

12:29

Brian Ussery (@beussery):

#2 determinie visit value
Time on site, little value.
pageviews, little value

events are value

reg, subscribe are more value

most value purchase high price item

"If you want to increase conversions stop advertising!"

Monday December 7, 2009 12:29 Brian Ussery (@beussery)

12:31

Brian Ussery (@beussery):

#3 determine "attribution"

camera
digital camera
10 mgpixel camera
nikon coolpix 21000pj

first and second query above are assist keywords

Monday December 7, 2009 12:31 Brian Ussery (@beussery)

12:32

Brian Ussery (@beussery):

#4 social media metrics
-reach
-frequency
-influence
-sentiment
-outcomes

Monday December 7, 2009 12:32 Brian Ussery (@beussery)

12:33

Brian Ussery (@beussery):

outcome (conversion) is most important

Monday December 7, 2009 12:33 Brian Ussery (@beussery)

12:34

Brian Ussery (@beussery):

THANKS JIM

Monday December 7, 2009 12:34 Brian Ussery (@beussery)

12:34

Brian Ussery (@beussery):

Q&A

Monday December 7, 2009 12:34 Brian Ussery (@beussery)

12:37

Brian Ussery (@beussery):

First question is about assists with Google Analytics such as view through conversions in the content network?

Mui says they are recording and that 2010 will be in interesting year...

Mui says Analytics is an island at Google in terms of sharing data.

Monday December 7, 2009 12:37 Brian Ussery (@beussery)

12:42

Brian Ussery (@beussery):

What impact will personalization have?

Sterne says major issue because results are different. Maybe now we need a service to create different personas.

Eisenberg says Google can personalize per person this is a challenge.

Mui no answer.

Monday December 7, 2009 12:42 Brian Ussery (@beussery)

12:44

Brian Ussery (@beussery):

Question using analytics for SEO.

Mui says Google doesn't comment on future issues but said that 2010 could be the year of SEO.

adds that Insights for search ad planner great demo tools.

Monday December 7, 2009 12:44 Brian Ussery (@beussery)

12:45

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