September 19, 2010

Web Analysis beyond KPIs – Using data to solve problems

I went to the SEM conference last week and held two talks. This is the second one I held. It might not seem like this presentation is about analytics at all, but it really is… I promise. The thing is that I feel that too many presentations on analysis and metrics are about data and not how to use the data.

A different approach to an web analysis talk

This presentation takes a different approach. Here I focus on the problem at hand and suggest a method you can use to solve the problem. I suggest you simply use a monitoring tool to know where to start looking for relevant traffic, that can use co-citation analysis to find out where to get links from, you build on relationships with authority people rather than authority pages to get great links. Who is an authority has a lot more to do with how much traffic they generate to you than how many followers or fans they have. This can be found by analyzing usernames (which can be found with a small tweak on your sharing buttons and facebook connect).

I further suggest you use auto generated e-mail win backs for those users who do not want to convert into buyers. Lure them in with free sign up offers, white papers and digital tokens. Then win them over by persuading them over a series of e-mail campaigns. Then use the data to better present your USPs depending upon what source they came from.

Last but not least, you need to check out what Amazon has done with their Facebook implementation. They rock so hard I get hard. That’s only one of many solutions to get users to buy more when they have bought something or are about to buy something in your store. The billing relationship this builds is greater than anything else when it comes to ecommerce as it builds a trust between you and the buyer.

Amazon example – I love them

Think about it. Amazon can be pretty safe recommending complimentary products that other users say they like. Especially if that “liking” person has a good relationship with you to begin with. If you would happen not to like the book, you would blame your friend rather than Amazon for telling you about the friends recommendation. Splendid!!

Anyhow. Here is the presentation. I didn’t know what to call it so I gave it a very “bajsnödig” (as we say in Sweden – yes use Google Translate if you have too) title as I have started to understand I shouldn’t under sell and over deliver anymore. I should tell it as it is instead.

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