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

2. 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.

3. 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.

4. 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?

5. 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

6. The Netherlands

7. 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%

8. Germany

9. 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%

10. United Kingdom

11. 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%

12. Poland

13. 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

14. Debate