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Measuring Website Effectiveness

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This one-day course will give you a comprehensive grounding in a range of techniques for measuring the effectiveness of websites and interactive marketing campaigns, from web stat and log file analysis to market research, focus groups and end-to-end analysis.

According to Gartner 50% of sales are lost because visitors can’t easily find the right content. 40% of visitors won’t return because of a negative experience, says Zona Research. The list of statistics like these goes on. They all confirm what we know, that having an effective web channel is key to online success. But as the saying goes "What you don’t measure, you can’t manage".

'Measuring Website Effectiveness' is a workshop designed to give you a though appreciation of the principals of web channel measurement and analysis, This workshop will make you aware of the different tools and services for measuring internet activity as well as giving you a process for implementing an effective web measurement strategy.

Course Outline

Introduction
Objectives and format for the day

Why measure web effectiveness?

• Reasons for measurement
• 'The leaky pipe' - where sites lose users

The 'Internet Value Chain'

• From user to site
• Understanding where data can be collected and how

Web Effectiveness measurement services
4 main types of services or tools available:

• Market measurement (panels, surveys, data aggregators)
• Site centric measurement (log file tools, page tagging systems)
• User profiling (surveys, segmentation)
• Site performance measurement (end-to-end measurement)

Pulling it all together
Putting in place a Web Measurement Framework

• Developing a holistic approach
• 5 stage process to developing a web measurement strategy
• Putting in place your measurement framework
• How to measure the ROI

Group Exercises
Creating a web measurement strategy for:

• Site redesign
• Marketing campaign evaluation

By the end of the workshop you will have:

• Investigated how different types of information can be collected on the internet
• Learned about the main types of web measurements such as:
• • Market intelligence services
  • Site-centric measurement
  • User profiling
  • Site performance analysis
• Learned how to put in place a ‘Web Measurement Framework’ including:
• • Mapping out the key customer journeys
  • Identifying the key business processes
  • Determining the key metrics for your business
• Understood how to:
• • Evaluate Return on Investment for different types of marketing activity such as online advertising, affiliate deal and search engine marketing
  • Measure improvements in site processes
  • Assess Customer Lifetime Value and profitability
• Practiced what you have learnt through interactive case studies and exercises

Testimonials

Feedback on this course from December 2003:

"Excellent workshop. Great overview of tools and different ways of approaching website metrics. Thanks a lot – 9/10."

"I will now be able to advise clients better on cost and methods of measuring web effectiveness. All good – 10/10."

"I will put much of what I learned into practice, and also be able to pass information on to clients. Good atmosphere, networking, shared experience and opinions – 10/10."

"Good tutor, good notes, good knowledge, good overview and successfully brings concepts together – 8/10."

Average approval rating: 9/10 (based on seven delegates' respones).

Course Tutor

Neil Mason, MD, DotBiz Consulting
Neil Mason is Managing Director of DotBiz Consulting, which he founded to provide marketing and consultancy services with a focus on interactive channels. Prior to setting up DotBiz Consulting Ltd, Neil worked at QXL Ricardo plc, the European e-marketplace, initially as Chief Knowledge Officer and then most recently as the Group Chief Marketing Officer. In his role as Chief Marketing Officer, his remit was the Group's pan-European marketing activities including strategic marketing initiatives, site and product development and customer insight. Before joining QXL Neil had over 15 years experience working in multinational marketing services organisations, including Research International and ACNielsen. Neil has a BA in Engineering from Cambridge University, an MBA and a Postgraduate Diploma in Business and Economic Forecasting.

Location

PSI Conference Centre