On-line Marketing

&
Web Analytics

Vikas Amrohi
On-line Marketing Consultant
Overview
Importance of Online- Web Analytics : An
Marketing Overview
Size of Internet Web Analytics &
What is Online Importance
Marketing Data Collection Model
Importance Competitive Analysis
What / How to Measure Log Vs Page tagging
online success ? Tools & Market Share
SMO Buzz In Online
Call Center Case Study
marketing
[General Discussion]
Overall Measurement
Metrics
What all we will discuss?
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Some Interesting Facts
There are more addresses than there are people on Earth.
The current global population stands at more than 6.7 billion.
There are about 150 web addresses per person in the
world.
If you spent just one minute reading every website in
existence, you’d be kept busy for 31,000 years. Without any
sleep.
28.9% percent of total time spent online in India was
spent on Google Sites,

How it matters
to me ?

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What is On-Line Marketing ?
“Marketing your products using Internet “

E-Mail Viral Affiliate Banner SEM

Marketing Marketing Marketing Marketing Marketing

Organic Paid

Shall I Continue with

my Traditional
Marketing

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On-Line Marketing Importance

Hey I want to answer

it...
I wake up early in the
morning and check
my Paypal

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What to track ?
Offline Brand Awareness Offline Marketing Activity

on
Word of Mouth

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How marketers are using Social Media
to grew there business?
“ Social media marketing is a term that
describes the act of using social networks,
online communities, blogs, wikis or any
other collaborative Internet form of media
for marketing, sales, public relations and
customer service.” [Wiki]
Benefits
Sample Metrics for any Online-
Campaign
Email

SEO

Affiliate

Links

Social Media

Paid Search
What is web Analytics & its Importance?
“You can’t manage what you can’t
measure”
monitoring how visitors are using different pages
and features on your website.

Historically, web analytics has been seen as a

pretty dry affair that involves trawling through
masses of data. But now it is a lot different – the
software has become less complex and businesses
have become more adept at using it. Companies took
major decisions on it so
analytics = business intelligence.
| 11 | Online Measurement and Strategy Report 2009 |
 Data Collection Model

User- Centric Web- Centric Network - Centric

Log File Page Tagging Web Beacons

Packet Sniffing

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 Competitive Analysis Tools

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 Log File vs Page Tagging
Log File Advantages Page Tagging Page Tagging Advantage Log File
Disadvantage Disadvantage

Log File is a server side solution 1. You cannot analysis In page tagging we place a code 1.It doesn’t give us
1. Analysis of Historical Data is Possible historical data usually JavaScript on each page the real time data.
2. It record for search engine spider visit 2. It doesn't record search of the site and is sometimes 2.People are
3. It contain an information for all failed engine spider visit. referred to as client-side data sometimes
visit by the user or page error. (i.e 404, 401 3. it doesn’t gives us collection. Every time a tagged concerned about
Error) its good. failed visit information. page is opened by a visitor’s log-file-based
4. No Firewall Issue 4. Firewall on the client browser the script is processed solutions due to the
5. Its vendor Independent side can stop the script and visitor information size of the log files.
6. Log file can track non-HTML page also processing. collected. Medium-sized Web
(i.e PDF, DOC) 5. If we change the page tagging is a client side sites can generate
7.The good news is that log files compress vendor we need to change solution tens of megabytes
very nicely—typically with over a 90% the script tag on all the 1. Page tagging give us the of log files each
Compression ratio. Most log file analyzers pages. Suppose we are information on browser day, while large
are capable of decompressing log files, using the Net tracker this versions, platform versions, Web sites can
Analyzing the data, and recompressing time and if we change the screen resolution, connection generate hundreds
them, but this tends to be a very slow vendor then we need to speed. of megabytes, or
process. change the code also. And while it is true that page even gigabytes, of
6. It cannot Track non- tagging solutions provide log files each day.
(Net Tracker overcomes this limitation by HTML Page(i.e PDF, information about screen
reading directly from compressed log files DOC) resolution that is normally
Without having to decompress them first.) unavailable to log analyzers
This approach saves quite a bit of time and 2. It provide information almost
disk space when compared to analyzing Real time
uncompressed log files.)

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Web analytics tools & Market
Share

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| Course Title
 Use of Google Analytics
2009 Change since 2008
results

We use Google Analytics

exclusively 23% +9%

We use Google Analytics but not 57% +5%

+ exclusively

We do not use Google Analytics 20% -14%

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Main analytics tool used (other than GA)

42% 6%

19% 6%

7%

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 Questions ?

Call Center Case Study General Discussion

 Topics we will Cover

Online Marketing & Social Media Marketing [3 hrs]

Over view of Social Media Marketing

Social Media Tricks
- Social Media Marketing for branding
- Social Media Marketing for Traffic
A defined Strategy
How to Measure Social Media Efforts?
Social Media Industry Report
.     Overview of Web Analytics [4hrs]
a)      Key concepts including analytics, key terms and how they are used
b)      Key Performance Indicators (KPIs), why they are important , examples
of common KPIs along with an explanation of what makes them great metrics
for understanding the success of our objectives.
c)       How to develop KPIs that is aligned with our business objectives
d)      What is JavaScript tagging & Log file tagging
e)      Process of Tracking the website
f)       Campaign analysis (External and Internal)
g)      Internal Site Search
2.       Data Interpretation : [4 hrs]
a)      Understanding metrics .e.g Traffic metric, visitor metrics, page level
metrics, campaign metrics.
b)      Ad-Hoc Analysis : Process of Ad-hoc analysis
c)       Using Statistical techniques in web analytics
d)      Reporting : Best practices for reporting data to client
e)      Multi variant Testing / A/B testing
f)       Behavioral Targeting
g)      Insights from Web Analytics point-of-view  - Roadmap to Insights
h)      Qualitative Web Analytics
i)        2 Analysis Case studies