The promise of web analytics to help guide web site strategy, and online content and marketing tactics often falls short…not because the software doesn’t work, but because reports and metrics haven’t been designed to answer real business questions. What do page view reports really tell you? Just because a keyword brings visitors to your web site…so what?
There’s a lot more to developing good web metrics than using the “out of the box” reports available in your web analytics package…whether you’re using Google Analytics or Omniture.
In this half-day boot camp, you’ll learn how to develop effective web metrics and presentation methods that address your business needs as well as those of your management and stakeholders.
This will be an interactive session. Be prepared to share and discuss the reports and metrics that you are currently using.
You will learn:
- the differences between web metrics and web traffic reporting, and when to use them
- why explorative web analysis is often overlooked, but can yield the most valuable insights to your organization
- why report dashboards are over rated and often ineffective
- how to develop calculated metrics to guide web site budget and financial decision making
- whether behavioral segmentation is really valuable…or just a distraction
Plus an overview of data presentation techniques that will release you from the constraints of the web analytics vendor user interface. |
