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1. Introduction
2. Overview
3. Agenda
4. The online performance gap model
5. Combine techniques to drive results
6. Definitions
7. Measurement should depend on objective
8. Which tool should you choose?
9. Setting up your analytics tool up for success
10. Plan for the true costs of analytics
11. Choosing metrics
12. Note: the numbers won't add up!
13. Focus on customer journeys
14. Dashboards to inform and guide daily management
15. External surveys provide context
16. Survey data to confirm visitor intentions
17. Understanding the customer experience
18. Testing solutions to prove the efficacy
19. The process of optimisation
20. Summary
21. Thank you

Topics Covered

• Improving results from digital channels
• Monetary value of optimization
• Techniques for insight
• Choosing a web analytics tool
• Deploying a web analytics tool
• Using web analytics data
• Insight techniques
• Voice of customer
• Testing improvements
• Optimization process

Links

Series:

• Digital Marketing Best Practice

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on February 25, 2010
• Archived on April 12, 2022