Sponsored by Jim Sterne Target Marketing Measure the Real Success of Your Website

Jim Sterne Sponsored by Educate Sell Advertising Marketing Sales Customer ServiceHelp Web Analytics: Measuring Website Success Get Attention

Jim Sterne Sponsored by How Much Technology Do You Need? Make the distinction between information that is Interesting and information that is Useful Jim Sterne

Useful Information is Actionable PPC cost over profit per sale Test alternative keywords Browser to buyer ratio per page Test alternative navigation Shopping cart abandonment by item Cross sell / up sell Jim Sterne Sponsored by Useful Information is Actionable

Jim Sterne Sponsored by Data Capture Server Log Files Cookies Packet Sniffing Web Beacon (cleardot.gif) Client Side Surveillance Panel Observation

Jim Sterne Sponsored by The Short History of Web Metrics What can you tell us? Log files

Jim Sterne Sponsored by Server Logs Transaction Records for Recovery Surfer http log - “server log” What pages were served to which IP addresses & when? Web Server

Jim Sterne Sponsored by Server Logs: What Pages Were Served?

Jim Sterne Sponsored by Server Logs Visits Sessions Pageviews (qty & popularity) Entry & exit pages Errors Hourly usage Browser & OS version Usage by country

Jim Sterne Sponsored by Server Logs Visits Sessions Pageviews (qty & popularity) Entry & exit pages Errors Hourly usage Browser & OS version Usage by country (sort of)

Jim Sterne Sponsored by Referer info What can you tell us? Log files The Short History of Web Metrics What about campaign management?

Jim Sterne Sponsored by Referrer Data: Where Did They Come From? Referer (sic) data contains: Which link Which banner Which press release Which partner site Which search engine Which search terms

Are we attracting new people to your site? Is our site ‘sticky’? Which regions in it are not? What is the health of our lead qualification process? How adept is our conversion of browsers to buyers? What behavior indicates purchase propensity? What site navigation do we wish to encourage? How can profiling help use cross-sell and up-sell? How do customer segments differ? What attributes describe our best customers? Can we target other prospects like them? What makes customers loyal? How do we measure loyalty? Jim Sterne What We Want to Know Sponsored by What we Want to Know

Jim Sterne Sponsored by The Short History of Web Metrics What can you tell us? Log files What about campaign management? Referrer logs What about clickstreams, sessions, segments, conversions, etc.? VCI of VSS

Jim Sterne Sponsored by Data Capture Server Log Files Cookies Packet Sniffing Web Beacon (cleardot.gif) Client Side Surveillance Panel Observation Application Servers

Cookies Server writes ID code in client file Server later reads the cookie Server recognizes the user Jim Sterne Sponsored by Cookies

Server writes ID code in client file Server later reads the cookie Server recognizes the user First http request No cookie Page sent Cookie set Jim Sterne Sponsored by Cookies

Server writes ID code in client file Server later reads the cookie Server recognizes the user First http request No cookie Page sent Cookie set Subsequent click Cookie data included Page sent Database updated Jim Sterne Sponsored by Cookies

Server writes ID code in client file Server later reads the cookie Server recognizes the user Problems: file can be erased browser dependent person independent avg = 2.6 cookies/month First http request No cookie Page sent Cookie set Subsequent click Cookie data included Page sent Database updated Jim Sterne Sponsored by Cookies

Jim Sterne Sponsored by Data Capture Server Log Files Cookies Packet Sniffing Web Beacon (cleardot.gif) Client Side Surveillance Panel Observation Application Servers

Jim Sterne Sponsored by “Click” Packet Sniffing

Jim Sterne Sponsored by Packet Sniffing

Jim Sterne Sponsored by Packet Sniffing

Jim Sterne Sponsored by Packet Sniffing Submit

Jim Sterne Sponsored by Packet Sniffing Submit

Jim Sterne Sponsored by Every outbound file Every inbound request Includes submitted data Packet Sniffing Personal data Configuration data Ordering data Downside: Important packets frequently encrypted

Jim Sterne Sponsored by Data Capture Server Log Files Cookies Packet Sniffing Web Beacon (cleardot.gif) Client Side Surveillance Panel Observation Application Servers

Jim Sterne Sponsored by Web Beacon / Web Bug Cache-busting

Jim Sterne Sponsored by Web Beacon / Web Bug Cache-busting

Jim Sterne Sponsored by Web Beacon / Web Bug Cache-busting

Jim Sterne Sponsored by Web Beacon / Web Bug Cache-busting AOL

Jim Sterne Sponsored by Web Beacon / Web Bug Cache-busting AOL

Jim Sterne Sponsored by Web Beacon / Web Bug Cache-busting “no-cache”

Jim Sterne Sponsored by Web Beacon / Web Bug Aggregate DB

Jim Sterne Sponsored by Aggregate traffic patterns Where from / where to info Cross-site traffic behavior Inter-company cross-sell potential Web Beacon / Web Bug

Jim Sterne Sponsored by Data Capture Server Log Files Cookies Packet Sniffing Web Beacon (cleardot.gif) Client Side Surveillance Panel Observation Application Servers

Jim Sterne Sponsored by Client Side Surveillance Submit

Jim Sterne Sponsored by Client Side Surveillance Simple implementation of Java tag Downloads monitoring payload Downloads comm payload Records everything clicks mouse-overs mouse movements keystrokes

Jim Sterne Sponsored by Dynamic content service Behavior capture Replay ability Application performance Absolute experience data Absolute abandonment data Client Side Surveillance Upside

Jim Sterne Sponsored by Privacy Infringement Client Side Surveillance Downside Full disclosure Opt-in Can miss quick clicks if javascript loads last

Jim Sterne Sponsored by Data Capture Server Log Files Cookies Packet Sniffing Web Beacon (cleardot.gif) Client Side Surveillance Panel Observation Application Servers

Jim Sterne Sponsored by Panel Observation Behavior Across multiple sites Opinions, reactions, surveys By consent With demographics

Jim Sterne Sponsored by Data Capture Server Log Files Cookies Packet Sniffing Web Beacon (cleardot.gif) Client Side Surveillance Panel Observation Application Servers

Jim Sterne Sponsored by is Marvelously Measurable Deliveries (Sends) Openings Clickthroughs Forwards Unsubscribes Sales

Jim Sterne Sponsored by Becomes the Front Line of Listening to the Marketplace Test marketing Trend tracking Message tweaking A B C D A. Time limit B. Status C. Low price D. High value

Jim Sterne Sponsored by Becomes the Front Line of Listening to the Marketplace Test marketing Trend tracking Message tweaking £ A B C D A. Time limit B. Status C. Low price D. High value

Jim Sterne Sponsored by Becomes the Front Line of Listening to the Marketplace Test marketing Trend tracking Message tweaking $ Radio Television Newspapers Direct mail Trade shows A B C D A. Time limit B. Status C. Low price D. High value Retail displays

Jim Sterne Sponsored by About Us Product C Product B Events Services Web Site Navigation Divining by Pageviews Home Products Product A White Paper Specs Price

Jim Sterne Sponsored by White Paper About Us Product C Product B Events Services Web Site Navigation Divining by Pageviews Home Products Product A Specs Price

Jim Sterne Sponsored by White Paper About Us Product C Product B Events Services Web Site Navigation Divining by Pageviews Home Products Product A Specs Price

Jim Sterne Sponsored by Web Site Navigation Divining by Clickstream Home White Paper ProductsProduct A

Jim Sterne Sponsored by Product AProducts Product B Products Home White Paper ProductsProduct A Web Site Navigation Divining by Clickstream

Jim Sterne Sponsored by Product AProducts Product B Products Home White Paper ProductsProduct A Web Site Navigation Divining by Clickstream

Jim Sterne Sponsored by Product AProducts Product B Products Home White Paper ProductsProduct A Web Site Navigation Divining by Clickstream

Jim Sterne Sponsored by Navigation Components Click Density Map Dispersion Leakage Convergence

2%2% 2%2% 8%8% 8%8% 23 % 10 % 9%9% 9%9% 12 % 28 % 8%8% 8%8%

High Dispersion

Jim Sterne Sponsored by Leakage % leave 30% leave

London Registration

Jim Sterne Sponsored by Sales Did They Buy Anything? (Conversion) Clickthroughs & Referrals Registration Contest entry Document download Retail coupon print Coupon redemption Leads

Jim Sterne Sponsored by Recency, Frequency & Abandonment Days / Weeks Visits Pages Sessions

Jim Sterne Sponsored by Recency, Frequency & Abandonment Days / Weeks Visits Pages Sessions

Jim Sterne Sponsored by Shopping Cart Analysis Likely to buy combinations Likely to abandon combinations Likely upsell Likely cross-sell Cookies Cake Peanut butter

Jim Sterne Sponsored by Shopping Cart Analysis Likely to buy combinations Likely to abandon combinations Likely upsell Likely cross-sell Cookies Cake Peanut butter

Jim Sterne Sponsored by Emetrics - Business Metrics for the New Economy

Jim Sterne Sponsored by Funnel Becomes Hour glass Acquisition Persuasion Conversion Interaction Participation Promotion

Jim Sterne Sponsored by Online Customer Service What can we learn? FAQ Knowledgebase searches Troubleshooting guides Which is their preference? Did it solve their problem? Are they happier?

Jim Sterne Sponsored by Brand Measurement Unaided awareness Aided awareness Ad recall Message association Brand favorability Intent to purchase

Jim Sterne Sponsored by Ask Your Customers Was it easy to find things? Did you get the information you need? Will you use the service again? How else can we help?

Jim Sterne Sponsored by Jim Sterne Offsite AdvertisingSales Awareness Recognition Offline Onsite Familiarity Comfort Trust Satisfaction Banner ad E-Zine ad Text link Press release Co-op site Search Engine Marketing Magazine Direct mail Radio TV Description White paper Specs page Pricing info Warranty PricingTerms Testimonials Webinars Animated demos Deal locator Ecommerce

Jim Sterne Sponsored by Cleanse Internal Capture The Feedback Loop Feedback Loop Gap

Jim Sterne Sponsored by Measure Analyze Report Change Cleanse Internal Interpret Plan Capture The Feedback Loop Effect Feedback Loop Gap

Jim Sterne Sponsored by Measure Analyze Report Change Cleanse Internal Interpret Plan Capture The Feedback Loop Gap Effect Feedback Loop Gap X X

Jim Sterne Sponsored by The Moral of My Story All of this is USELESS Unless it’s ACTIONABLE

Jim Sterne Sponsored by Web Metrics Must Come from Business Side What are you trying to accomplish? How do you tell if you are getting closer? What metrics indicate success? Request those reports Push vs. Pull

Jim Sterne Target Marketing How do I make this work for me? It depends Sponsored by Web eMetrics / Web Analytics

Sponsored by Jim Sterne Target Marketing Measure the Real Success of Your Website