Web statistics What do they tell you?

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Presentation transcript:

Web statistics What do they tell you? Amsterdam, 17 juni 2005

Introduction Marc Noët 28 years Education: publisher In business since 1996 and founder of 5 succes full Internet companies. Isobar Communications Co-founder Medialand.nl and Isobar Communications. A full service online advertising company.

Who I use web statistics There are two sorts of statistics to be used: Marketing stats Overall site stats Based on advertising campaigns Track the total campaign flow. Post Click and Post Impression combined with the return on Investment Forecast the trend of the campaign Real time optimization.

Keys for web measurement Unique visitor: how is this defined? Is it a unique IP address? What is the duration of it’s visit? What is the visitors navigation path? Errors within the sites? How successful is a site? What is the conversion?

Overall goals The overall goal for the different wage indicators: Collect qualitative wage information Returning visitor at least once a year for information update. The overall trend is that traffic peaks at: 1st weeks of January, new wages Spring time: holiday pay At the end of the end year: Bonus

The Netherlands http://www.loonwijzer.nl

Information March April May 238,178 unique visitors 5,655 completed questionnaires Conversion rate: 2,37% April 187,574 unique visitors 4,658 completed questionnaires Conversion rate: 2,48% May 157,941 unique visitors 3,200 completed questionnaires Conversion rate: 2,03%

Germany www.lohnspiegel.de

Information March April May 39,342 unique visitors 5,678 completed questionnaires Conversion rate: 14,4% April 37,929 unique visitors 4,935 completed questionnaires Conversion rate: 13,0% May 28,001 unique visitors 2,790 completed questionnaires Conversion rate: 9,96%

United Kingdom www.paywizard.org

Information March April May 6,397 unique visitors 655 completed questionnaires Conversion rate: 10,2% April 6,908 unique visitors 649 completed questionnaires Conversion rate: 9,4% May 6,159 unique visitors 429 completed questionnaires Conversion rate: 7,0%

Poland www.twojezarobki.pl

Information March April May 2,057 unique visitors 472 completed questionnaires Conversion rate: 22,9% April 2,118 unique visitors 383 completed questionnaires Conversion rate: 18,1% May 2,413 unique visitors 436 completed questionnaires

Debate