EightBlack.

Now this session, “Marketing Analytics For Web 2.0″ I was looking forward to. Presented by Brett Crosby from Google.

We run Google Analytics on all our own sites (this blog included) as well as our client sites. In fact, I dont think we’d work with anyone unless Analytics was a part of the equation.

When we want a second opinion, we use Omniture, which I happen to think is the most respected and most efficient 3rd party analytics package around. Not cheap. But good.

Google Analytics started out as Urchin Software. Google saw it, recognised the hole it filled and promptly bought it. Smart. They then paired all the smart bastards at Urchin with even smarter ones at Google and the product evolved.

But the smartest thing Google ever did with Analytics is decide to give it away free. Which is still is and which Brett Crosby assures me is the strategy for the future.

Unedited notes below:

Tracking Web 2.0 now goes beyond the page view. Offline tracking, Offline and Online merging and Multi-variate testing.

Basic knowledge when building a site - Plan, Build, Track, Promote, Improve. Why then, do so many site owners fail to follow this simple criteria?

Before Google Analytics, the tracking market was small, the solutions were expensive and often difficult to use.

In March 2005, Google acquired Urchin and then in November that same year, rolled out Google Analytics as a stand alone application, which it then gave away free.

Tracking data can be overlaid right on top of the sight, so website owners can see just what is being clicked on and what isn’t. Tracking is handled by placing small snippets of Java code (tagging) to the things or items you want to monitor.

“Web 2.0 will change the way things are tracked”

What about tracking offline marketing? Use landing pages and look for geographical bumps in traffic.

Sidebar - these concepts smart internet marketers like Perry Marshall have understood for 3 or more years. It staggers me that only now is the corporate world waking up to the notion of creating specific landing pages, split testing everything (down to the display and destination URL etc).

Went on to talk about a case study with client WeatherBill.com and then explained that looking and analysing geographic rises in traffic is not exact, but provides an indication of whats happening. Ok.

Then added that the recent Spicy Paris Online Viral Video used Google Analytics to track its efficiency. Good case study.

Brett added “The page view is dead” and then introduced Google’s new Website Optimiser, which is essentially a multi-variate testing tool.

I thought the tips Brett added at the end were valuable. More resource at the Google Analytics Blog and the Google Analytics site.

1. Google Base - great tool for organic SEO. Upload offline and online content to make it searchable
2. Google Catalogue
3. Google Webmaster Tools - upload sitemap to make sure your site is completely crawled by Google.

Another resource here at Conversion University.

Summary:

Brett was a likeable guy but you can tell that after 2 years at Google, he’s a bit jaded which really surprised me. He’s obviously given ths presentation a hundred times before. Apparently he came across with the Urchin acquisition.

One thing I notice is people’s posture - as it relates to the company they work for. I think when you go to work at Google, you are quickly swept into a room, told to wipe the smile off your face and then told “Dont be evil. Ever.” except when we tell you to be. Dont berate the competition and make sure you tell everyone were a great company and a great place to work at. Or something like that.

People who work for Microsoft get inducted another way. They watch the training video, made by Charlie Bell (an Aussie no less), the former CEO of McDonalds (who has sadly passed away). Charlie’s approach was a little unorthodox. He is famous for saying “Look, when and if you see a competitor drowning, make sure you stop, grab a fire hose and ramn it well down their throat until water comes out both ears, both nostrils and even his bum and they are truly dead”.

Or something like this.

It doesnt help when Steve Ballmer, the current Microsoft CEO states that Google is a one trick pony. Me, I think he’s an arrogant prick but then again, that’s not exactly breaking news.

And then there’s Yahoo! folks. They remind of people who live in Tasmania (or New Zealand). They have a chip on each shoulder, just to ensure they are balanced.

Maybe Brett was a little tired. Maybe he’d had a blue with someone. Maybe his Ferrari just did a front end. Whatever. I just thought, that with a packed room, all eyes on him and his company, he would come out and nail it. Put some punch into it. Just be a little excited. He reluctantly agreed to post his presentation to the Web 2.0 attendee portal (all the speaker presentations will be posted there apparently, but sadly, I won’t distribute these).

It didn’t help when he told everyone more than once that the next speaker, who was also a colleague was a much better speaker and his presentation would be much better. Which it was. And trust me, the guy who spoke after Brett really did nail it. Read on.

Rating of this session: 5 out of 10.

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