Search Engine Marketing: Maximizing Profit with Web Analytics

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Nov 18, 2013 (3 years and 11 months ago)

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Search Engine Marketing:

Maximizing Profit with Web
Analytics
WHITE PAPER
Measure What Matters:


Defining Key Performance Indicators and Driving Business
Performance Using Dashboards and Alerts.
INTRODUCTION
The beauty of Web analytics—and the promise of the Internet—is the ability to capture
nearly unlimited amounts of data about your Web site. That said, without a clear strategy
to “measure what matters”—and a powerful analytics tool to help you turn that informa
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tion into answers—your Web analytics initiatives will quickly drown in a sea of data. So
how can you turn these incredible data resources into clear and actionable insights? A
good place to start is by defining key performance indicators or KPIs.
By BRENT SykES, SENIOR CONSUlTANT, BEST PRACTICES GROUP

This paper is designed to help you understand KPIs; define metrics that support your
organizational goals; and create intuitive dashboards to benchmark, monitor, and
improve these key indicators. What data should you focus on? Who needs this infor
-
mation? How different are the data needs and delivery mechanisms between various
teams and job functions? And what is the most effective and impactful way to share
key metrics across the enterprise?
We’ll cover these questions and show you how SiteCatalyst™ and Omniture Best
Practices Group streamlines the process.
What Are Key Performance Indicators?
Key performance indicators are quantifiable metrics that reflect the performance of an
organization in achieving its goals and objectives. In other words, each KPI ties directly
to a strategic objective your organization would like to achieve—whether it’s revenue
growth, profitability, market expansion, cost reduction, etc.
SiteCatalyst can closely monitor these metrics and share real-time results with primary
stakeholders throughout your company via graphical dashboards, e-mail alerts, or direct
access. By closely monitoring KPIs, your organization can continually refine your Web site
to improve processes, enhance business performance, and better serve your customers.
Understanding Your Business Objectives
Key performance indicators bridge the gap between your Web analytics data and your
business objectives. Before you can determine specific KPIs, you must first understand
the following:
• What your business is trying to accomplish through its Web site
• What defines the success of its online efforts
Business objectives vary according to your type of business or a specific function within
the business. For example, an e-commerce business is concerned primarily with driving
online sales, while a content site is concerned with advertising metrics, such as reach,
frequency, and online registrations. If lead generation is your key function, KPIs should
efficiently capture and qualify prospects for future communications while a customer
support organization should strive for efficient Web self-service. Optimizing the self-
service functionality not only reduces costly call center inquiries, but can also result in
greater customer satisfaction and retention.
As you can see, the business objectives and KPIs vary for each of these business mod
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els. However, as you’ll see in the following day-in-the-life scenarios, once the business
issue becomes clear, defining KPIs becomes second nature. Then, it’s simply a matter
of building the appropriate dashboard to measure and monitor each KPI and choosing
the most efficient way to share these insights.
Key performance indicators
are quantifiable metrics that
reflect the performance of an
organization in achieving its
goals and objectives.
KEY PErfOrMAncE IndIcAtOrS WHItE PAPEr

KEY PErfOrMAncE IndIcAtOrS WHItE PAPEr

typical KPIs
Revenue
Orders
Profit
Conversion Rate
Revenue-per-visit
Profit-per-visit
Average Order Value
Page Views
Visits and Unique Visitors (Reach)
Average Page Views per Visit
Conversion Rate (Actions/Visit)
Subscriptions
Registrations
Logins
Cancellations
Leads
Cost-per-lead
Conversion Rate
Registrations
Newsletter Sign-Ups
Partner Referrals
Price Quotes
Demo Quotes
Collateral Downloads
Visits, Unique Visitors
Web Inquires
Web Inquires-per-visit

(Failure Rate)
Percentage of Successful

Support Inquires
Call Center Volume

(Unique Web number)
Customer Satisfaction Index
(Offline)
File downloads
Business Model
E-commerce
Content &
Advertising
Lead Generation
Customer Support
Objective
Drive site visitors to

purchase products or

services online
Attract repeat visitors who
explore the site in depth
Capture information about
a visitor to use in future
communications
Quickly and successfully
answer customer questions
and address customer
problems online
WInE.cOM
SPOrtSLInE.cOM
nIKE.cOM
dIScOVEr cArd.cOM
ScEnArIO OnE: E-cOMMErcE
Maintaining Good relationships with domestic and Business Partners.
Scott is the affiliate marketing manager for an electronics retailer. In addition to his
daily duties managing the many partners linking to his employer’s site, he must also
prepare individual reports for each affiliate. These reports require some customization
to address each affiliate’s unique needs and contract terms. However, with the birth of
his first child, Scott doesn’t want to put in extra hours at work to achieve this.
Automated creation and delivery of customized weekly dashboard reports for

affiliate partners.
Advanced dashboards and delivery scheduling. With SiteCatalyst, Scott can quickly build
or edit advanced dashboards in minutes that include customized comments for each
recipient. Delivering these reports is equally easy, as SiteCatalyst allows Scott to schedule
e-mail delivery of these graphical reports in Word, Excel, PDF, or HTML formats.
SIdEnOtE:
Sitecatalyst 12: taking dashboard Automation to the next Level
SiteCatalyst 12, Omniture’s Web analytics solution, includes new features to auto
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mate dashboard creation and sharing.
role-Based dashboards
are preconfigured intelligence dashboards designed for
marketing and operations departments. They provide real-time insight into role-
specific KPIs and optimize how casual users and analysts spend their time interact
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ing with data. Role-Based Dashboards feature an enhanced look and feel. They
also let you easily configure the layout and add additional types of content.
As senior manager of e-business at Sonic Solutions, Michael Roehricht acknowl
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edged the important role real-time, actionable data plays in the successful imple
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mentation of his e-business campaigns. “With SiteCatalyst, we are able to assess
the impact of multiple and individual page elements as well as have immediate
insight into role-specific KPIs,” insisted Roehricht.
dashboard Player
is another new feature in SiteCatalyst 12. This “push-based”
technology drives a proactive system of communication through the organiza
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tion. The Dashboard Player lets users push their dashboard content directly to the
desktop for a proactive—and thus more effective—method of information dissemi
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nation and visibility throughout the enterprise. It displays dashboard content one
reportlet at a time in an executive presentation style.

KEY PErfOrMAncE IndIcAtOrS WHItE PAPEr
cHALLEnGE:
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“ With SiteCatalyst, we are
able to assess the impact of
multiple and individual page
elements as well as have
immediate insight into role-
specific KPI’s.”
Michael roehricht, Senior Manager of

E-business, Sonic Solution
SIdEBAr
—If you have any additional
questions on utilizing KPIs, please
contact the Omniture Best Practices
Group at
801.932.7515.

ScEnArIO tWO: cOntEnt
Monitoring traffic to Avoid a competitive Slowdown
Tracy is a Web analyst for a content site. A new competitor entered the market recently
and launched a site with similar content. Tracy’s senior management wants regular
updates on the performance of their content site to make sure they’re not losing traffic
to the competitor’s Web site.
Build standard dashboards for their KPIs and give executives easy access to these
reports online.
Utilize the trending and improved views to show traffic patterns and set up alerts in
case traffic dips below a certain level. Check the referring domains to see if a lot of
traffic is coming from the competitor’s site and set up the new competitor’s domain in
“key visitors” to discover what areas of Tracy’s Web site they are viewing.
SIdEnOtE:
Dashboard Best Practices
• Trending is typically the most effective presentation.
• Use filtering to pinpoint desired content to be monitored.
• Choose the appropriate reportlet: Graph, Summary, Details.
• Display relevant time comparisons—this Wednesday versus last Wednesday

(avoid seasonal and weekend effects).
• Leverage commenting options to provide background information on

data or highlight targets.
ScEnArIO tHrEE: LEAd GEnErAtIOn
Generating more results and less busy work.
Janice is the senior marketing manager for a large consulting company. She often
gets ad hoc request from headquarters regarding the North American Web site’s lead
generation success. Unfortunately, Janet’s plate is already full with other responsibili
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ties and it’s difficult for her to accommodate these ad-hoc requests because it means
Janice’s team has to stop what they’re doing to get the information HQ wants in an
expeditious manner. The end result is that her team spends more time pulling random
reports than they do optimizing their current site.
Serve the needs of headquarters while eliminating manual data pulling; reduce or
eliminate the need for ad-hoc requests
Require that HQ uses Direct Access. Using the “push” technology in SiteCatalyst, send
reports to HQ on a scheduled basis, or create a bookmark or set of bookmarks and
share them with those who are making the requests.
KEY PErfOrMAncE IndIcAtOrS WHItE PAPEr
cHALLEnGE:
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ScEnArIO fOUr: SUPPOrt

Searching Out Search tool Problems
For the past week, customers have been complaining to call center reps that the Web
site’s new search tool isn’t working. As Murphy’s Law would have it, Peter—the director
of customer support—was on vacation last week, so the problem escalated to the V.P.
of Operations.
Monitor the new search tool more closely so future problems are quickly caught

and resolved.
Use SiteCatalyst to create a calculated metric to monitor search engine performance,
especially error messages. Adding an alert will ensure that all who are on the alert list are
notified if searches drop off or if an abnormal amount of error messages are returned.
SIdEnOtE:
Sharing KPIs: The Key to Success
SiteCatalyst provides powerful capabilities and knowledge that should be shared with key
stakeholders across your organization. By evangelizing the importance of defining KPIs,
creating executive and cross-functional buy-in, and then providing timely and function-
specific insights, you perform a valuable consulting function that directly impacts the
success of your online efforts and the performance of the entire organization. In addition,
sharing this knowledge with senior management not only helps in their decision making,
it often has a positive impact on the funding of your Web initiatives.
According to JupiterResearch, many companies fail to follow good business practices
regarding the sharing of KPIs:
• More than 70 percent of companies don’t deliver important Web data to

senior executives.
• More than 80 percent of retailers don’t report Web data to merchandising staff.
• Only 53 percent of companies are sharing Web analytics data with their

marketing groups.
• Only 32 percent of companies are distributing analytics data daily or weekly.
cHALLEnGE:
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KEY PErfOrMAncE IndIcAtOrS WHItE PAPEr
KEY PErfOrMAncE IndIcAtOrS WHItE PAPEr

SUMMArY
Online marketing requires constant refinement to achieve optimal results. Fortunately,
KPIs pinpoint what to monitor, manage, and optimize. When determining KPIs, always
start with your business objectives, and then define measurable metrics that impact each
objective. Once you understand your KPIs, SiteCatalyst can help you quickly create dash
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boards to measure and monitor these metrics. It’s easy to schedule and distribute these
graphical reports on regular intervals, or define thresholds for automated alerts.
Remember to share this valuable data with key stakeholders across your company, such
as executives, members of the Web team, and your marketing organization—as well as
with appropriate business partners.
If you’d like additional assistance in developing your KPIs, building dashboards, driving
organizational adoption, and optimizing your Web site, please contact the Omniture
Best Practices Group at 801.932.7515. They work with dozens of customers like you to
maximize your Web analytics success.
KEY PErfOrMAncE IndIcAtOrS WHItE PAPEr
Search Engine Marketing:

Maximizing Profit with Web Analytics
CALL 1.8O1.932.7515

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Orem, Utah 09
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