Web Metrics: Assessing Website Performance
- San Francisco: Thursday, June 17
Jim Sterne
Full-Day Tutorial
The Internet’s importance as a communication tool is a given, and that importance is
continuously expanding. As customers increasingly view the Web as their main information source,
companies must invest more money into Web infrastructure, applications, and content. Companies
that measure the Web’s effectiveness as a means of communication—and thereby
optimize the return on investment—have a significant competitive edge.
Counting clickthroughs, page views, and revenues are important ways to measure the results
of your Web marketing efforts. However, to determine how well your website is attracting attention,
holding interest, building relationships, and accelerating the sales cycle, you need to know more.
This tutorial delves into the business side of Web metrics. It reveals the spectrum of
available measures and helps you learn how to choose measures that best suit your needs.
What You’ll Learn
In this session, you’ll learn how to:
- Identify the wide variety of available metrics
- Measure the impact of your online and offline promotions
- Gauge the effect of website navigational changes
- Increase the effectiveness of your sales life cycle
- Determine the value of online customer service
- Appraise the value of altering your marketing message
- Deal with Web data’s inherent inaccuracy
- Spread enthusiasm for Web analytics in your company
- Inject Web metrics into the business decision process
- Pinpoint the skills your organization needs to get the most out of Web analytics
- Take advantage of a decade of tips, and avoid a decade of traps
Course Outline
- Daddy, where do data come from?
- Performance monitors
- Server logs
- Referrer logs
- URL tagging
- Cookies
- Packet sniffing
- Web bugs
- Page tagging
- Client-side surveillance
- Application servers
- Panel research
- Usability testing
- Browser counting
- Eye tracking
- Brand impact
- Using Web data for business
- Attention
- Navigation
- Content
- Conversion
- Customer experience
- Brand impression
- Propensity to recommend
- Loyalty and retention
- Dashboarding
- Rolling out a Web analytics project
- Roles and responsibilities
- Culture of accountability
- Choosing a vendor
- Integration with other systems
- Lessons from the front
- Best practices/worst practices
Format
This full-day tutorial features lecture and exercises.
Handouts
Copies of all presentation slides.
Who Should Attend?
Managers who want to determine the value of their Web efforts. Executives
who need to measure the results of their Web decisions. Business leaders who demand clear
indicators of progress. Anyone with a vested interest in matching Internet activities to
business goals. Anyone who craves accountability.
Instructor
Jim Sterne is an international speaker on electronic marketing and customer interaction.
A consultant to Fortune 500 companies and entrepreneurs, Sterne focuses his twenty five years in sales and
marketing on measuring the value of the Internet as a medium for creating and strengthening customer
relationships. Sterne has written six books on Internet advertising, marketing and customer service including,
Web Metrics: Proven Methods for Measuring Web Site Success. Sterne is the producer of the international
eMetrics Marketing Optimization Summits www.emetrics.org and is the
Founding President and current Chairman of the Web Analytics Association
www.WebAnalyticsAssociation.org. Sterne was named one
of the 50 most influential people in digital marketing by Revolution, the United Kingdom's premier interactive
marketing magazine.
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