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Turning Web Analytics into Action. Measure then Manage. “Count what is countable, measure what is measurable.”. “What is not measurable, make measurable”. Power Tools. Tag based Real time Geo tracking Conversion tracking Segmentation … Metrics that matter. Power Tools. Omniture

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power tools
Power Tools
  • Tag based
  • Real time
  • Geo tracking
  • Conversion tracking
  • Segmentation
  • Metrics that matter
power tools7
Power Tools
  • Omniture
  • CoreMetrics
  • WebTrends
  • Google Analytics
  • ClickTracks
  • FireClick
most important metric
Most Important Metric
  • Visits
  • Unique visits
  • Time spent on site
  • None of the above

There’s no such thing as most important

s m a r t goals
S.M.A.R.T. Goals
  • Specific
  • Measurable
  • Agreed upon
  • Relevant
  • Time-based
why you need to care
Why You Need to Care
  • Common & consistent
  • ROI
  • Improve performance
  • Spend more wisely
what you can measure
What You Can Measure
  • Banners
  • SEM
  • Content
  • Social Media
  • PR
  • Link Management
10 commonly used sits
10 Commonly Used SITs

1. Ordering a visitor guide online

10 commonly used sits17
10 Commonly Used SITs

2. Signing up for an email newsletter

10 commonly used sits18
10 Commonly Used SITs

3. Visiting a deals, specials or packages page

10 commonly used sits19
10 Commonly Used SITs

4. Visiting the detailed listing page of a hotel, activity or event

10 commonly used sits20
10 Commonly Used SITs

5. Reaching a defined stage in any online booking tool that is available on your site

10 commonly used sits21
10 Commonly Used SITs

6. Downloading a brochure, map or other file from your Web site

10 commonly used sits22
10 Commonly Used SITs

7. Clicking through to a hotel or activities’ external booking or information page

10 commonly used sits23
10 Commonly Used SITs

8. Seeking more information from your DMO, Visitor Center, etc.

10 commonly used sits24
10 Commonly Used SITs

9. Asking a question of an online expert or other users

10 commonly used sits25
10 Commonly Used SITs

10. Posting a photo, video, trip report, review or rating

referring domains
Referring Domains
  • Original Referrers = “how did you find us?”
  • Targeted Ad Investment
  • Affiliates
  • Lifetime Value
  • Referring = Direct response
  • SEM keywords
  • Display Advertisements
  • Partnerships
segmentation
Segmentation

Visits, Uniques and Pageviews

Referring Domains and Search Engines

Geography

Bounce Rate

Time Spent

Engagement

Conversions

segmentation39
Segmentation

Chicago

Visits, Uniques and Pageviews

Referring Domains and Search Engines

Geography

Bounce Rate

Time Spent

Engagement

Conversions

segmentation40
Segmentation

Banner Respondents

Visits, Uniques and Pageviews

Referring Domains and Search Engines

Geography

Bounce Rate

Time Spent

Engagement

Conversions

landing pages
Landing Pages

A

B

62%

29%

D

C

50%

65%

roi impact
ROI Impact
  • $200,000 spend
  • 250,000 visits
  • 65% = $2.28/ea.
  • 29% = $1.10/ea.
5 points to takeaway
5 Points to Takeaway

There isn’t one number

Get the right tools

Set S.M.A.R.T. goals

Create SITs

Use what you learn

metrics to get you started
Metrics to Get You Started

Engagement

  • Bounce rate
  • Time spent
  • Rich media

Audience

  • Quantcast

Visitation

  • Visits & pageviews
  • Referring domains
  • Search engines
  • Depth of visit
  • Geography