1. Webanalytics, Sanoma’s practical how to guide Yves Ferket, Sanoma Magazines Belgium Tom Cuylaerts, Edge.be Customer First 06

2. About Edge.be Started in 1996 Web architects Boutique: team of 10 passionate individuals No nonsense approach, pragmatic, focus on ROI Specialities –database driven web applications (cms, communities, shop, …) –RIA’s (Rich internet applications) –Web analytics Clients: Kinepolis, Sanoma, Pioneer Europe, Amnesty International, Zita Swoon,… Partners: Websidestory, Adobe, Oracle About Edge.be About Yves Ferket About Sanoma Magazines Why Web Analytics and Usability? Early Web analytics vs. Current techniques Web Analytics Recipe About Dashboards... Reporting versus analysis Global redesign or small incremental changes? People versus tools Active segmentation Campaigns The Marketer’s wet dream Recommendations Resources

3. About Yves Ferket 1995: Im@gic; De “zevende krant”vh Het Volk, Coca Cola,… 1996: Edge.be; Oracle, Kinepolis Group, Samsonite, Planet Internet, P-magazine, … 2000-2004: Planet Internet Portal; Sport24.be; Annet.be; Mine.be; Spelletjesgarnaal.be; MissInternet.be 2000: Viewlab; Usability researchlabo with Eyetracking technology 2003: www.NoDesktopHero.be 2004: Telenet; E-care manager Telenet’s customer help-site & selfservice tools 2006: Sanoma Magazines; Freelance Internet Consultant About Edge.be About Yves Ferket About Sanoma Magazines Why Web Analytics and Usability? Early Web analytics vs. Current techniques Web Analytics Recipe About Dashboards... Reporting versus analysis Global redesign or small incremental changes? People versus tools Active segmentation Campaigns The Marketer’s wet dream Recommendations Resources

4. About Sanoma Magazines Magazine sites Site Only > 965.110 Unique visitors/ month ; 22.634.944 Pageviews* * Cim figures Augustus 2006 About Edge.be About Yves Ferket About Sanoma Magazines Why Web Analytics and Usability? Early Web analytics vs. Current techniques Web Analytics Recipe About Dashboards... Reporting versus analysis Global redesign or small incremental changes? People versus tools Active segmentation Campaigns The Marketer’s wet dream Recommendations Resources

5. Why Web Analytics and Usability? …from “design to please” to “surf with ease” + 65.000 unique visitors/day + 30.000 pages redesigned (no cms, only search and replace) + 65 comments: > 5: super! = relatives & friends > 60: where is this feature, I can't find... Start to measure surf behaviour About Edge.be About Yves Ferket About Sanoma Magazines Why Web Analytics and Usability? Early Web analytics vs. Current techniques Web Analytics Recipe About Dashboards... Reporting versus analysis Global redesign or small incremental changes? People versus tools Active segmentation Campaigns The Marketer’s wet dream Recommendations Resources

6. Early Web analytics vs. Current techniques + click path “heat map” + manual work +/- 10 man days + real-time HBX “heat map” + Instant view + Real time site data About Edge.be About Yves Ferket About Sanoma Magazines Why Web Analytics and Usability? Early Web analytics vs. Current techniques Web Analytics Recipe About Dashboards... Reporting versus analysis Global redesign or small incremental changes? People versus tools Active segmentation Campaigns The Marketer’s wet dream Recommendations Resources

7. Web Analytics Recipe Measure = knowledge…but what do you want to know? A good knowledge recipe: Start with: goals and KPI’s –Is it a Content site? Sales site? Shopping Site?…List clearly the objectives from your site –Any KPI that, when it changes, does not inspire someone to send an email, pick up the phone is not a KPI worth reporting.” Translate objectives in “measurable items” –# Visitors on subscription page –# %surfers leaving a form –Use percentages & ratios Add “Trending” : –Measure change : What is working this month vs. previous month? Plan for next month –Do changes or actions have any effect…don’t add tools without measuring their effect Get Marketing/Management buy in –Add a “€” kpi Create a Dashboard –For a quick overview; so everybody uses your data About Edge.be About Yves Ferket About Sanoma Magazines Why Web Analytics and Usability? Early Web analytics vs. Current techniques Web Analytics Recipe About Dashboards... Reporting versus analysis Global redesign or small incremental changes? People versus tools Active segmentation Campaigns The Marketer’s wet dream Recommendations Resources

8. About Dashboards… + A good dashboard is for warnings only…… you should focus on the road ahead! About Edge.be About Yves Ferket About Sanoma Magazines Why Web Analytics and Usability? Early Web analytics vs. Current techniques Web Analytics Recipe About Dashboards... Reporting versus analysis Global redesign or small incremental changes? People versus tools Active segmentation Campaigns The Marketer’s wet dream Recommendations Resources

9. About Dashboards… About Edge.be About Yves Ferket About Sanoma Magazines Why Web Analytics and Usability? Early Web analytics vs. Current techniques Web Analytics Recipe About Dashboards... Reporting versus analysis Global redesign or small incremental changes? People versus tools Active segmentation Campaigns The Marketer’s wet dream Recommendations Resources

10. Reporting versus analysis Reporting: delivery of data Analysis: delivery of insights 80/20 rule: senior analyst 80% analysis –20% of analysis, alternative reports No action: both useless Don’t spam users with endless reports About Edge.be About Yves Ferket About Sanoma Magazines Why Web Analytics and Usability? Early Web analytics vs. Current techniques Web Analytics Recipe About Dashboards... Reporting versus analysis Global redesign or small incremental changes? People versus tools Active segmentation Campaigns The Marketer’s wet dream Recommendations Resources

11. Global redesign or small incremental changes? Test what works: only possible with small incremental changes A/B testing Active viewing About Edge.be About Yves Ferket About Sanoma Magazines Why Web Analytics and Usability? Early Web analytics vs. Current techniques Web Analytics Recipe About Dashboards... Reporting versus analysis Global redesign or small incremental changes? People versus tools Active segmentation Campaigns The Marketer’s wet dream Recommendations Resources

12. People versus tools Tools only give data, people give insight Ideal profile: analyst with experience in direct marketing –Nerd alert Tools can help to make discussions less personal –« We prefer a nice visual as a button, a text link is so ugly » –Hippo’s decide (highest paid person’s opinion) –Let the visitor’s behaviour decide About Edge.be About Yves Ferket About Sanoma Magazines Why Web Analytics and Usability? Early Web analytics vs. Current techniques Web Analytics Recipe About Dashboards... Reporting versus analysis Global redesign or small incremental changes? People versus tools Active segmentation Campaigns The Marketer’s wet dream Recommendations Resources

13. People versus tools: make it less personal About Edge.be About Yves Ferket About Sanoma Magazines Why Web Analytics and Usability? Early Web analytics vs. Current techniques Web Analytics Recipe About Dashboards... Reporting versus analysis Global redesign or small incremental changes? People versus tools Active segmentation Campaigns The Marketer’s wet dream Recommendations Resources

14. Active segmentation About Edge.be About Yves Ferket About Sanoma Magazines Why Web Analytics and Usability? Early Web analytics vs. Current techniques Web Analytics Recipe About Dashboards... Reporting versus analysis Global redesign or small incremental changes? People versus tools Active segmentation Campaigns The Marketer’s wet dream Recommendations Resources Subscribers People who bought last month coming from organic search terms in Google Members that buy …

15. Campaigns About Edge.be About Yves Ferket About Sanoma Magazines Why Web Analytics and Usability? Early Web analytics vs. Current techniques Web Analytics Recipe About Dashboards... Reporting versus analysis Global redesign or small incremental changes? People versus tools Active segmentation Campaigns The Marketer’s wet dream Recommendations Resources

16. The Marketer’s wet dream About Edge.be About Yves Ferket About Sanoma Magazines Why Web Analytics and Usability? Early Web analytics vs. Current techniques Web Analytics Recipe About Dashboards... Reporting versus analysis Global redesign or small incremental changes? People versus tools Active segmentation Campaigns The Marketer’s wet dream Recommendations Resources E-commerce sliders

17. Recommendations Goals first, tools later Trial Integrated approach (no analytics island) About Edge.be About Yves Ferket About Sanoma Magazines Why Web Analytics and Usability? Early Web analytics vs. Current techniques Web Analytics Recipe About Dashboards... Reporting versus analysis Global redesign or small incremental changes? People versus tools Active segmentation Campaigns The Marketer’s wet dream Recommendations Resources

18. Books –Call to action –Waiting for your cat to bark –Web site measurement hacks Sites & blogs –http://www.kaushik.nethttp://www.kaushik.net –http://www.webanalyticsassociation.orghttp://www.webanalyticsassociation.org –http://manojjasra.blogspot.com/http://manojjasra.blogspot.com/ –http://www.webanalyticsdemystified.com/http://www.webanalyticsdemystified.com/ –http://www.grokdotcom.comhttp://www.grokdotcom.com Tools –www.google.com/analytics/nl-NLwww.google.com/analytics/nl-NL –www.websidestory.comwww.websidestory.com –www.clicktracks.comwww.clicktracks.com –www.webtrends.comwww.webtrends.com About Edge.be About Yves Ferket About Sanoma Magazines Why Web Analytics and Usability? Early Web analytics vs. Current techniques Web Analytics Recipe About Dashboards... Reporting versus analysis Global redesign or small incremental changes? People versus tools Active segmentation Campaigns The Marketer’s wet dream Recommendations Resources

19. More information Visit us for more information at Customer First 06, booth A4 Do you want the presentation? Send an e-mail to tom@edge.betom@edge.be