|
eMetrics Industry Insights Day Report
State of the Industry, State of the Art
. Where do we stand?
. Where are we headed?
. What are the opportunities?
. What are the roadblocks?
www.emetrics.orgForward. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1The Presentations . . . . . . . . . . . . . . . . . . . . . 2-17The Discussions . . . . . . . . . . . . . . . . . . . . . . . . 18The Next eMetrics Industry Insights Day. . . . 19contents
ForwardStarting in 2002, the first few years of the eMetrics Marketing Optimization Summitwere formative for an those interested in measuring the ROI of online marketing.Technologies were revealed, processes suggested, partnerships formed and an in-dustry found its voice.
On May 4, 2008, the day before the Spring eMetrics Marketing Optimization Sum-mit in San Francisco, industry insiders presented their latest findings and deepestinsights. Half of the day was devoted to nine speakers and the other half to groupdiscussion. I wanted a clear view of where we are and where we're going. I wantedto see the future. This is what we learned.
Jim Sterne, FoundereMetrics Marketing Optimization SummitSanta Barbara, CA . June 30, 2008
eMetrics Industry Insights Day Report . Spring 2008 1thepresentations
Michael Whitehouse, iPerceptions: 4Q Survey Results. . . . . . . . . . . . . . . . . . . . . . 3Stéphane Hamel, Immeria Consulting: What We Can Learn from WASPs . . . . . . 6John Lovett, Jupiter Research: Whither the Web Analytics Industry? . . . . . . . . . . 8Ryan Warren, Exact Target: Email Metrics Making Progress. . . . . . . . . . . . . . . . . 10Bob Page, Yahoo!: Insights from Inside Yahoo!'s Data . . . . . . . . . . . . . . . . . . . . . 11Margaret Coles, FactorTG: Just How Integrated Are We? . . . . . . . . . . . . . . . . . . 14Heather Dougherty, Hitwise: Shifts in Internet Usage - a View from Above . . . . 15Jim Humphrys, Web Analytics Association: Stalking The Wild Web Analyst . . . 16Joseph Carrabis, NextStage Evolution: He Knows What You're Going to DoNext Summer. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
eMetrics Industry Insights Day Report . Spring 2008 2Michael Whitehouse, iPerceptions:
4Q Survey Results
t the ripe old age of two months, the iPerceptions free online survey tool 4Q had not beenlistening to the voice of the customer very long. But it had been listening to a large number ofcustomers. Michael Whitehouse reported on what data they had and it was illuminating.A
"4Q is simple, free, and easy way to reach out toyour website visitors, capture their feedback,and use their insights to help you plan for suc-cess."
The questions are brutally straight forward:. What are my visitors at my website to do?. Are they completing what they set out to do?. If not, why not? / If yes, what did theylike best about the online experience?. How satisfied are my visitors?
Because this service is free, the 4Q service hasbeen implemented across a wide variety of web-sites and iPerceptions had been able to compile Figure 1the results from over 70,000 visits which seemedlike a large enough number to at least be statisti-cally indicative if not all the way to significant.
The main reasons people come to your websiteare to, Learn about products, Research, Buy orCheck prices - followed by an assortment oflong-tail motives (Figure 1).
Yes, people are on the Internet to find out aboutthings they want to buy, but how successful arethey? Less than three quarters of those visitorsaccomplished their goals and only 70% saidthey were satisfied.
Are we, as website builders, so inept? Not really.not when you look at the percentage of people Figure 2who were unsuccessful by task.
By and large, people are quite able to read the The main reasons people come to yournews or the blogs, check the status of their ac- website are to, Learn about products,counts and make a payment (Figure 2). Research, Buy or Check prices - followedThose who were unable to accomplish their by an assortment of long-tail motivesgoals fell into two categories. The first groupwere people whose success may or may not
eMetrics Industry Insights Day Report . Spring 2008 3Michael Whitehouse, iPerceptions
have had anything to do with the ability of thewebsite to deliver.
Thirty-nine percent of respo... [download for more]
|
