10/04/11Technology Leaders: "Leveraging Web Analytics"

e5o* + Conversion Cube

How to measure and manage your way to Web ROI

Technology Leaders, LLC www.technologyleaders.com 230 Park Ave. New York, NY 10169 (212) 808-3058

*eBusiness 5 step optimization

10/04/11Technology Leaders: "Leveraging Web Analytics"

Challenge. . .

Meaningful Measurement

Configuring web analytics tools to measure what matters most

Improving accuracy of web analytics data

Answering business questions with web analytics

Proving web ROI

10/04/11Technology Leaders: "Leveraging Web Analytics"

Solution. . .e5o + conversion cube: the only way to assure and measure web

ROI

Comprehensive Closed loop process For all types of sites In every phase of

customer interaction Web-analytics based Structured Adaptable

10/04/11Technology Leaders: "Leveraging Web Analytics"

Web Analytics in Overdrive

Define Drivers Build Metrics Plan Actions Create

Changes Measure

Success

e5oe5o

4 Types of Sites4 Types of Sites

4 Phase 4 Phase CustomerCustomerLifecycleLifecycle

Content eCommerce Lead

Generation Self-service

Reach Engage Convert Retain

At last, a comprehensive structure for powering web analytics:

each sectionof the cubefocuses on“Goal-orientedContent” foreach identifiedpurpose

10/04/11Technology Leaders: "Leveraging Web Analytics"

e5o:5 Steps to Web ROI

Perform these. . . . . .to get these. . . . . .to end up with these:

Define Drivers Set of goals for site and targets for optimization

Clear understanding of success factors for web site

Activity Deliverable

Build Metrics Deployment of targeted measurement program

Critical insight into web performance

Plan Actions Map of improvements, based on our analytics

Bottom-line analysis + “do this to improve”

Create Changes Assurance that actual improvements match plan

A web site that responds to quantifiable critique

Measure Success Evidence of improvement by percentage

Proof that the process resulted in. . .

. . .Measurable Web ROI

Benefit

10/04/11Technology Leaders: "Leveraging Web Analytics"

Content E-Commerce Lead

Generation Self-Service/

Information

Four Typesof Sites*

If you are a______site. . . You want to improve. . .

Stickiness Sales Customer

Contacts Efficiency/

Productivity

*”branding” = mostly “content”

10/04/11Technology Leaders: "Leveraging Web Analytics"

Four PhaseCustomer Life Cycle

Reach(Get prospects to the site)

Engage(Get them to your key pages)

Convert(Turn them into customers)

Retain(Upsell, cross-sell, re-sell)

In each stage of the customer life-cycle, you’ll need to measure and optimize your ability to. . .

10/04/11Technology Leaders: "Leveraging Web Analytics"

Putting e5o to work with the conversion cube:Providing a framework to answer questions like. . .

in our leadgeneration site . . .

. . .that will help us more effectively

engage users. . .

Define the business drivers. . .

How can my organization ?

10/04/11Technology Leaders: "Leveraging Web Analytics"

Or questions like. . .

in our e-commerce site . . .

. . .that will help us convert more users

to customers. . .

Plan the right actions. . .

How can my organization ?

10/04/11Technology Leaders: "Leveraging Web Analytics"

Key stakeholdersget real data for decision-making

: Key Benefits

Organization inheritstotal measurement

program

Untapped customerdata goes to work

at last

Web siteproves ROI

thru measurement

+

10/04/11Technology Leaders: "Leveraging Web Analytics"

e5o + Conversion Cube (Work Example)

“80 ways to fix your website”

55

44

44Create a workbook using1. Optimization step2. Phase of Customer Life-cycle3. Site-type

10/04/11Technology Leaders: "Leveraging Web Analytics"

Define Drivers: Reach: Content

How can I get more of the most valuable prospects to my site?

What strategies are currently in place to reach them?

Is my landing page optimized to drive them towards desired behavior?

How do I keep them involved?

OptimizationStep

CustomerCycle

Site Type

Strategic Questions

Workbook example:

10/04/11Technology Leaders: "Leveraging Web Analytics"

Next steps

Are your site’s goals really being met?

Do you have enough visibility into its success?

Contact us--if its analytics, we can solve it.

aedwards@technologyleaders.com(212) 808-3058www.technologyleaders.com

Andrew EdwardsManaging Partner