1. 1 Presentation to “Web Search and Mining” by Jennifer Prasol Resources: http://www.google.com/analytics/ Web Analytics

2. 2 Web Analytics is about what happened once the user arrived on the site Vendors: Google Analytics Omniture WebTrends Core Metrics NetInisight Methods: Client Side Logging Server Logs

3. 3 Google Analytics Tag Creates a client side log file, instead of a server log var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google- analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E")); var pageTracker = _gat._getTracker("UA-3930074-1"); pageTracker._setDomainName("none"); pageTracker._setAllowLinker(true); pageTracker._setCookieTimeout("7776000") pageTracker._initData(); pageTracker._trackPageview();

4. 4 Basic Web Analytics Metrics

5. 5 Conversion goal is a task that is tied to a web site’s business objective Examples: Purchase, Register, Submit a Lead, Email Subscription, Comment, Download Conversion Rate = # goals completed/total site traffic Process Conversion = # goals completed/traffic starting the process Other Terms: KPI, Event Monster JobSeeker KPI -Job Search -Job View -Account Create -Resume Create -Job Search Agent Create -Apply Online

6. 6 Improving Marketing ROI is a key objective of web analytics initiatives Conversion rates vary for different traffic sources Traffic quality fluctuations impact conversion rates The best traffic is often direct or service-oriented

7. 7 Testing… Before and After -Make the change and monitor the impact. AB Split -Compare 1 or more versions of a page or path and impact on performance results. -Example: Shopping Cart A vs. Shopping Cart B Multivariate -Identify variables of the page (homepage, landing page) and test combinations to determine what works best together. -Example Variables: Headline, Button, Offer, Button Text, Color, Text, Picture

8. 8 The Business Case for Testing

9. 9 Testing enables marketers to improve site performance by making incremental changes

10. 10 Google Web Site Optimizer

11. 11 Careers

12. 12 10+ Years of Internet Analytics, Strategy and Marketing Experience Education -Wellesley ’97: Economics and Computer Science. -Tufts University: Computer Human Interaction graduate studies Experience -3Com Corporation,1997-2004 Marketing Coordinator, Online Marketing Manager, eCommerce Manager, Web Analytics Manager -Monster.com2004-2008 Web Analytics Manager: Job Seeker and Employer eCommerce -Edgewater Technology2008 Web Analytics Practice Manager

13. 13 Careers Marketing Rotation Program: Marketing Associate -http://jobview.monster.com/GetJob.aspx?JobID=77273340 Ecommerce Business Analyst -http://jobs-vistaprint.icims.com/jobs/1284/job?hub=5 Marketing Associate -http://jobview.monster.com/GetJob.aspx?JobID=76681453&from=indeed Search: www.indeed.com Entry Level, Analyst, Analytics