| Web Analytics Services The online business channel is becoming more important in the overall business strategy, and is increasingly held accountable for its performance. The adoption of a sound web analytics strategy is a strategic do-or-die for a company to boost the ROI on the web channel. |
Macrosoft's web analytics services provide a collaborative approach among different disciplines (IT, Marketing, Creative). Our web analytics team has expertise on the industry's most popular tools such as Omniture and Google Analytics. But we know it's just not about tools. The key to all this is the critical, analytical mind who can understand and elaborate on the business question at hand, can clearly define the end goal, can identify the pain points in reaching that goal and can formulate an action plan with the help of the tools at our disposal, and doing so not by distributing data around in fancy spreadsheets, but by seeing through it to reveal the hidden insights. |
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In the early day of web data analysis, the questions Used to Be:
- How many page views did we receive on our home page last week?
- How many online orders did we receive yesterday?
- Which keyword has a better click-through rate?
- Which online promotion works better with the online audience: 25% discount on all orders, or Buy 1, Get 1 Free?
- What is our average position on Google and Yahoo?
- What other KPI can we collect, store, and dive into?
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In today's complex web, the questions changed to:
- Which traffic source delivers more returning customers?
- Which site creative is more persuasive in converting visitors to customers?
- Which online paid campaign provides a better ROI, calculated after returned merchandise?
- How efficiently do the online campaign creatives, landing page elements, and site content follow the information scent and fulfill it?
- Which promotion works better in which traffic source? Does a 25% discount on all orders perform better in Google ads, or in Yahoo? Does a "Buy 1, Get 1 Free" message work better in Yahoo Mail banner ads or in Yahoo SEM Campaign?
- How does online channel behavior affect/get affected by other channels?
- What other online behavioral patterns can explain the impact of our online channel to the bottom-line of our overall business?
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We can help you in tracking, measuring and analyzing the performance of your online business channel. Our team can help you in customizing and configuring the web analytics tool based on your specific business needs. Our certified experts can help you in implementing an enterprise-level solution, such as Omniture, with its several peripheral modules (such as Search Center, Genesis, Discover, Test & Target, Data Import, Excel Client, Data Warehouse) or Google Analytics, Google's free web analytics service.
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| Some of the services we offer in the broad discipline of Web Analytics Services: |
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A systematic audit of the current site that include the definition, documentation and monetization of site goals, conversion funnel milestone analysis, page functionality analysis, identification of all offline customer touch points, and process & data integration requirements between offline and online channels. Also, the identification of visitor personas and assessment of their user experience within the site, current state of tracking codes and configuration settings, as well as the assessment of external and internal campaign tracking. |
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Defining and documenting all functionality requirements:
Campaign Tracking
(by channel, geography, creative, behavioral target attributes,
distribution method, etc)
Visitor Traffic Patterns
(conversion funnel fallouts, form analysis, multimedia engagements)
Commerce/Conversion tracking
(establishing benchmarks/projections, merchandising, tracking
profit vs.
cost of goods at order and SKU level) |
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Recommendation on the
tracking platform to use based on site audit,
goals and functional requirements. |
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KPI definitions and documentation
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The preparation of a “Solution
Design” that will map site goals,
functionality requirements and tracking tool parameters.
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Generating, documenting
and testing the tags. |
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Configuration of visitor
segmentation settings |
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Integrating offline data
sources in online tracking data |
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User experience optimization
through A/B & Multi-variate testing
and site surveys. |
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Dashboard Reporting Design
& Implementation - Ad-hoc Reporting |
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For more information please contact:
John Kullmann
info@macrosoftinc.com
Phone: 973-889-0500 x272
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