The Evolution of Web Analytics

VISITORS THE EVOLUTION OF WEB ANALYTICS 2000 - 2002 VISITORS, AND IN PARTICULAR • 2000 - The internet bubble bursts, UNIQUE VISITORS BECAME AN as the Fountain of investment capi- tal dries up and the NASDAQ stock index plunges, causing the initial public offering (IPO) window to slam shut and many dotcoms to IMPORTANT METRIC, AS from OLD SCHOOL + MEANWHILE ON ADVERTISERS WANTED TO REACH A LOT OF DIFFERENT to NEW SCHOOL THE INTERNET close their doors. PEOPLE, NOT JUST THE SAME • 2000 - AOL acquires Time Warner for $164 billion • 2000 - Pets.com goes bankrupt • 2001 - Flooz.com, Kozmo go bankrupt • 2002 - Paypal is acquired by Ebay PEOPLE OVER AND OVER. 1994 1997-1999 • 1994 - First banner ad AT&T was the first to dish over some • 1997 - The term "weblog" is coined & later shortened to "blog." • 1998 - Google opens its first office • 1998 - AOL buys Netscape • 1999- Napster invented. • "E-commerce" becomes the new buzzword • 1999 - Kozmo.com raises $250M, spends $150M in a promo with Starbucks. • 1999 - Pets.com Flooz.com and others are founded and follow a pattern of huge advertising spend to attract hits & eyeballs. 15197 money to hotwired to display the beast they created, a 468 x 60 banner that came to life on October 25 1994 HITS TIME ON SITE "HITS STAND FOR FOR BLOGS AND OTHER HOW IDIOTS INFORMATION SITES, TIME ON SITE TRACK SUCCESS." CAN BE A GOOD MEASURE TO SHOW PAGE VIEWS -AVINASH KAUSHIK RELATIVE INTEREST IN THE CONTENT. CONVERSIONS PAGE VIEWS REPLACED HITS BUT IN ECOMMERCE, ADDITIONAL AS THE PRIMARY METRIC TIME ON SITE COULD BE A NEGATIVE 2003- 2010 IF YOU SELL GOODS OR BECAUSE THEY HELPED INDICATOR AS PEOPLE STRUGGLE TO • 2003 - Linkedin launches SERVICES ONLINE, YOU NEED DETERMINE HOW MANY • 2004 - Facebook launches FIND THE GOODS THEY WANT OR ADS COULD BE SERVED AND • 2006 - Google launches Google Checkout HAVE TROUBLE WITH YOUR TO TRACK CONVERSIONS. • 2006 - Twitter launched HOW MUCH AD REVENUE CHECKOUT PROCESS. CONVERSIONS = CUSTOMERS • 2007 - Zynga founded • 2008 - Microsoft offers to buy Yahoo for $44.6B COULD BE GENERATED. NEW SCHOOL • 2008 - Groupon launches • 2008 - AOL Time Warner reports a loss of $90 billion MEASURE WHAT MATTERS MOST: CONVERSIONS. FRIENDS & FOLLOWERS KNOW EXACTLY HOW MANY CUSTOMERS AND HOW MUCH REVENUE EACH OF YOUR MARKETING CHANNELS IS DRIVING SO YOU CAN DO MORE OF WHAT WORKS. FRIENDS, FOLLOWERS AND ENGA- • May - Linkedin shares double on IPO • June - Twitter hits over 200m tweets per day spring GEMENT DO NOT NECESSARILY INDI- July - Facebook hits 750m users CATE SUCCESS IN SOCIAL MEDIA July - Zynga files with sec to raise $1 billion in IPO • November - Groupon goes public WHERE YOU NEED тО BE! MARKETING. YOU CAN'T PAY THE BILLS WITH ENGAGEMENT! METRICS YOU NEED REVENUE FOR THAT! CONVERSION TRACKING MADE EASY. SPRINGMETRICS.COM 2011