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Re: What's on your mind re: Web Analytics?

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Subject:  Re: What's on your mind re: Web Analytics? Dave Chaffey
Author:   Dave Chaffey:   view profile | all posts by this author | add to favourites
Date:   16:51:13 4 May 2004
 
Yes to all of those. Here are 3 more issues I am interested in:

A. Diminishing returns from conversion optimisation
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The design-offers-messaging-navigation of many established e-tail sites have been well optimised to maximise conversion rates. What are the future options for further increasing conversion? For example personalisation according to behaviour on site plus existing profile information.

B. Customer scoring.
--------------------------------
Given that maximising the lifetime value of purchasers should be an aim of all e-tailers, I am interested to discuss different techniques companies use to model customers to help better target them to improve LTV. I think it is useful to score customers individually according to their activity / interaction levels on site and to e-mail i.e. not only look at their responsiveness to individual e-mail campaigns but across the whole year, which customers engage with e-mail and the web site and then follow-up communications according to responsiveness. Recency-Frequency-Monetary value/FRAC are the well known ones, but what other approaches are used?

C.Process and Six Sigma.
----------------------------------------
This is similar to Ashley's first one.

What is best practice for the big-picture process of improving a site's contribution to the business. For example, take the DMAIC Six Sigma tool of Define, Measure, Analyze, Improve and Control.

What are the cycle times for this process for different types of metrics and who is involved - particular marketers outside the e-commerce core?

How is this linked in to business objectives?

Also how are the metrics from different analytics tools and channels reconciled and consolidated? What sort of dashboards are people using?

It would also be interesting to see who is planning / using the Six Sigma approach.

I hope that helps. I'm looking forward to the event - you have lined up some great speakers.

Dave Chaffey
============
Internet Marketing trainer, consultant and author
eResources and Books: www.marketing-online.co.uk




On 13:03:00 4 May 2004 Ashley wrote:
>Hi Jim
>
>The 3 questions which we'll be discussing at our
>roundtable on web measurement and analytics at the end of
>this month (details at http://www.e-
>consultancy.com/about/roundtables/680/web-measurement-
>analytics.html) are:
>
>1. How do you ensure you actually act on what web
>analytics tells you?
>(e.g. internal business processes, optimisation, resource
>and skills requirements, turnaround times)
>
>2. How do you integrate web analytics into multi-channel
>measuement?
>(e.g. CRM integration, avoiding channel silos,
>cross-channel tracking)
>
>3. How do you combine user-centric data with site-centric
>data to optimise ROI
>(e.g. customer profiles vs. traffic data, usability vs.
>path analysis, surveys vs. web stats)
>
>These are based on feedback we've had from the attendees
>as to their key challenges at the moment.
>
>I think you're coming to the roundtable anyway aren't you?
>If you could figure out the answers at the Emetrics Summit
>in the preceeding days it will save us some time at the
>roundtable... ;)
>
>Ashley
 
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  • What's on your mind re: Web Analytics?, Jim Sterne, 3 May 17:59
    One of the important features of the "Emetrics Summit" (24-26 May, Four Seasons Hotel) http://www.emetrics.org/summit604 is that we spend a great of time in group discussions. Y ...
    • Re: What's on your mind re: Web Analytics?, Ashley , 4 May 13:03
      Hi Jim The 3 questions which we'll be discussing at our roundtable on web measurement and analytics at the end of this month (details at http://www.e-consultancy.com/about/round ...
      • Re: What's on your mind re: Web Analytics?, Dave Chaffey, 4 May 16:51
        Yes to all of those. Here are 3 more issues I am interested in: A. Diminishing returns from conversion optimisation ------------------------------------------------------------ ...
        • Re: What's on your mind re: Web Analytics?, Jim Sterne, 15 May 18:14
          On 16:51:13 4 May 2004 Dave Chaffey wrote: >A. Diminishing returns from conversion optimisation Yes - you're rigth about personalization according to behavior. We're going to ...
      • Re: What's on your mind re: Web Analytics?, dpascoe, 5 May 14:23
        There is a huge hole to fill that is chronically overlooked. Prevailing thought equates web analytics with traffic, as if perfect understanding of a visitor’s movements on a websi ...
        • Re: What's on your mind re: Web Analytics?, Jim Sterne, 15 May 18:20
          On 14:23:01 5 May 2004 dpascoe wrote: >By knitting “usability” with “web >analytics”, companies are able to understand where >they have inherent problems in the site, and how l ...
          • Re: What's on your mind re: Web Analytics?, Steve Mountfield, 17 May 14:25
            Jim This is the first time I have seen this important link made between web analytics, usability and customer feedback. The analysis of web stats can only tell you "what" and ...
            • Re: What's on your mind re: Web Analytics?, Obi Felten , 17 May 14:32
              Steve Vividence lets you tie the two together - they do consumer panels/online questionnaires and tie them back to clickstream data. www.vividence.com Obi On 14:25:18 ...
              • Re: What's on your mind re: Web Analytics?, Steve Mountfield, 17 May 14:49
                Sorry - should have mentioned that www.clicktools.com provides a multi-channel solution for feedback via web, IVR, email, paper combined with web analytics to provide a consolidate ...
              • Re: What's on your mind re: Web Analytics?, dpascoe, 17 May 15:49
                On 14:32:03 17 May 2004 Obi Felten wrote: >Steve > >Vividence lets you tie the two together - they do consumer >panels/online questionnaires and tie them back to >clickstream ...
          • Re: What's on your mind re: Web Analytics?, dpascoe, 17 May 15:06
            On 18:20:01 15 May 2004 Jim Sterne wrote: >On 14:23:01 5 May 2004 dpascoe wrote: >>By knitting “usability” with “web >>analytics”, companies are able to understand >where >> ...
      • Re: What's on your mind re: Web Analytics?, Jim Sterne, 15 May 18:05
        On 13:03:00 4 May 2004 Ashley wrote: >I think you're coming to the roundtable anyway aren't you? >If you could figure out the answers at the Emetrics Summit >in the preceeding ...
    • What's on your mind re: Web Analytics?, Dave Chaffey, 7 May 17:29
      I disagree that the broader issues you mention are "chronically overlooked" by practitioners - particularly e-tailers - they have to look at the big picture. But I agree in that ...
      • What's on your mind re: Web Analytics?, dpascoe, 9 May 19:27
        Dave, while your definition moves closer, I am wondering why you limit it to "internet based marketing". Utilising the web strategically extends beyond marketing initiatives, to e ...
        • What's on your mind re: Web Analytics?, Dave Chaffey, 9 May 21:52
          Yes, good point Debbie - I was jsut thinking within my marketing interest, but of course, IR, employee intranets and buy-side interactions are part of it. I think most of the books ...
          • What's on your mind re: Web Analytics?, marcos, 10 May 13:31
            Glad to see that there are a few questions about integration from a technical perspective and more importantly from a business perspective. We think the emphasis for future busi ...
      • What's on your mind re: Web Analytics?, Jim Sterne, 15 May 18:27
        On 17:29:27 7 May 2004 Dave Chaffey wrote: > My definition is (slightly) more succinct: > >"Web analytics is the customer-centred evaluation of >the effectiveness of Internet- ...
    • What's on your mind re: Web Analytics?, SteveL, 12 May 09:58
      I have been following this thread with keen interest. Many of the posts have valid comments, however isn’t “key intelligence still missing”, part of the problem in driving online s ...
      • What's on your mind re: Web Analytics?, Jim Sterne, 15 May 18:38
        I hereby instruct everybody to read the following again and then print it out and pin it to your wall where you can see it daily: On 09:58:16 12 May 2004 SteveL wrote: >I bel ...
        • What's on your mind re: Web Analytics?, SteveL, 17 May 10:49
          Thanks Jim. When I said, "Key Intelligence is Missing", I was alluding to the fact that most website owners cannot gauge when key business stakeholders interact with the website un ...
      • What's on your mind re: Web Analytics?, Colin Cooper, 17 May 09:36
        Steve, Your point about being able to focus on the actions of defined segments of your visitors is a good one. The easiest way is by linking your registration database to the ac ...
    • What's on your mind re: Web Analytics?, Obi Felten , 14 May 15:16
      One issue I've come across recently is how to use a web analytics tool to help manage PPC search costs and ROI. The problem is that CPAs vary massively as the market for a keyw ...
      • What's on your mind re: Web Analytics?, Colin Cooper, 17 May 09:43
        Obi, You are right. Where you have large volumes of keywords you need some automation to do this. In this situation we would advocate holding the cost per click information i ...
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