• Learning Center Overview
• SEM (tools)
• Why SEM?
• How Search Engines Work
• Building a Search Friendly Site
• Paid Search Marketing
• Analytics
  • Google Analytics
  • Omniture Site Catalyst
  • HBX - Omniture
  • CPC Conversion Tracking
• Choosing an SEM Company
• Google Optimizer
• Myths & Facts
• Industry News

Analytics

Google Analytics

What is Google Analytics?

• Free analytics tool offered by Google
• Integrated with Google AdWords accounts
• Automatically tracks keywords, and imports AdWords cost-data
• E-commerce capabilities
• Through custom tracking code, Google Analytics is able to track all your marketing mediums, including organic and paid search, banner ads, referral links and email newsletters

Google Analytics Benefits

• Find out where your visitors come from
• Find out your top marketing mediums
• Determine which ad had the highest conversions and
• Which keywords people use to find your website
• Maps of where site visitors are geographically located, and how do different cities convert
• Where users fall out in your funnel
• Track e-commerce metrics such as revenue and conversion rates - 24/7 access
• Custom dashboards
• Email and export reports
• Trending graphs – compare time periods

Click here to view a Google Analytics dashboard – (only show the dashboard) Analyticsdashboard1.pdf

6S Marketing has extensive knowledge of Google Analytics and how it can help you determine which marketing efforts are driving the most valuable traffic to your site. More info: http://mashable.com/2007/05/09/27-google-analytics-features/

Omniture Site Catalyst

Omniture SiteCatalyst® provides your organization with actionable, real-time intelligence regarding your online strategies and marketing initiatives. Omniture SiteCatalyst also helps you quickly identify and understand the most profitable paths through your website, where visitors are dropping off, what’s driving critical success events, and how different segments of visitors interact with the website. Omniture SiteCatalyst includes:

• OptimumPath™ - Optimum Path technology allows organizations to visualize and understand the flow traffic through their site. Users can choose from several different visualizations including ClickMap™ (a site overlay feature), previous and next page flow, most popular pages, entry and exit pages, or fall out. Users can also dynamically create their own pathing reports using a “drag and drop” PathFinder™ tool to reveal hidden patterns in visitor behavior.
• Advanced Segmentation (ASI) – Advanced Segment Insight (ASI) enables organizations to use the full power of SiteCatalyst reporting on any predefined visitor segment.
• Dashboards - Users can easily create/modify a compilation of multiple reports into their own dashboards by simply clicking on a toolbar icon while they are viewing a report. Dashboards can be bookmarked for quick access or scheduled for regular delivery via email or FTP.
• Excel® Integration – Excel Integration’s API allows users to access all SiteCatalyst data in an Excel environment. Using Excel, users can combined their web analytics data with operational and financial data, create custom charts and graphs, use pivot tables, or build dynamic forecasting models.

HBX - Omniture

HBX

HBX continually pushes the boundaries of web analytics. Website owners now have the ability to use real-time analytics capabilities to better understand all of the customer interaction data using HBX technology.

On-Demand Web Analytics

HBX empowers you by allowing continual management, measurement and optimization of your website presence. HBX Analytics proudly markets their product as the industry's most comprehensive on-demand web analytics solution, delivering up-to-the-second insight into online visitor and customer behavior.

Optimizing Online Business Performance

Increase sales by targeting your most valuable visitors, monetize your site content and measure and improve your marketing return on investment.

HBX is a highly advanced and fluid tool offering an extensive range of unique reporting features. Their report builder functionality integrates seamlessly into Excel to create and customize custom metric reports on demand.

CPC Conversion Tracking

What is CPC Conversion Tracking?

Reporting and tracking is an essential part of establishing website activity and ROI. By setting up tools such as keyword conversion tracking through the specific engines and Analytics, 6S is able to effectively measure our client’s online marketing efforts.

To understand how keyword conversion works you need to understand what a conversion is and how it is tracked:

• In online advertising, a conversion occurs when a click on your ad leads directly to a signup, lead or sale.
• Google, MSN and Yahoo allow advertisers to track ROI from a keyword level. Each time a users clicks on your key phrase and then completes your action item on your site it is considered a conversion.
• Conversions are tracked from HTML code provided by each engine, which is pasted onto your site.

Example of Google AdWords Conversion Tracking

Example of Yahoo! Search Marketing Conversion Tracking

CPC Conversion Tracking Benefits

• Instant results, once a lead converts on your site it will show up in your campaign.
• Use the data provided to improve your ROI. Evaluate keywords based on performance of each conversion. Which keyword provided the best results?
• By tracking conversions you can calculate your overall return on investment (ROI) from your advertising campaign.