Web Analytics

Actionable insights driving marketing programs and user experience.

We believe web analytics should be the basis of online channel powering marketing programs and user experience design.

Experts in web analytics with a long and proven track-record, Bienalto offers a full range of analytical services from selection and implementation of web analytics solutions and setting up actionable KPI dashboards, to using analytical insights in redesign and optimisation projects.

We address major web analytics challenges such as defining meaningful metrics with practical KPI reports and the interpretation of complex behavioural data captured through web analytics solutions.

Our web analytics services cover:

• Actionable KPI reports
• Quantitative analysis for redesign and optimisation projects
• Campaign analytics and optimisation
• Behavioural targeting
• Cross-channel integration
• Selection and implementation of web analytics solutions
• Web analytics governance

Actionable KPI reports

Two common issues we come across again and again are web analytics reports are not read or understood, and the people who are tasked to acquire and retain customers are simply unaware of the type of information available.

Good KPI reports, specific to each stakeholder type’s area of responsibility, should clearly state the performance of the online channel and prompt actions for further optimisation.

Starting with stakeholder requirements gathering, we work with our clients to implement dashboard-style KPI reports – using your web analytics solution. Furthermore, we put in place reporting mechanisms and processes to ensure KPI reports are being utilised and continuously improved upon.

Quantitative analysis for redesign and optimisation projects

Without a proper understanding of customer behaviour through web analytics, any attempt to redesign and optimise will be solely based on subjective insights – hindering your ability to fully optimise your site’s architecture for lead generation and conversion.

Through our expert interpretation of web metrics and multi-dimensional visitor segmentation, we identify optimal behaviours and pinpoint underperforming sections of your site to make practical recommendations for increasing conversion and decreasing site abandonment.

Equally applicable to both complete site redesign projects and the optimisation of specific site sections, Bienalto’s quantitative analysis service expedites your projects and removes the guesswork.

The scope of analysis includes public sites and secure areas, including forms and online applications. We are happy to use your existing on-demand web analytics solution or process your web server log files with our own software - Bienalto consultants are experienced in all leading web analytics solutions.

Beyond the analysis, our information architecture and testing experts are available to collaboratively work with your team or web development agency to translate quantitative insights into optimised working solutions.

Campaign analytics and optimisation

It is best practice to integrate your campaigns, such as email, search and online advertising, with your web analytics solution through tracking codes.

The campaign execution platform would provide inbuilt campaign-specific reporting. The benefit of web analytics integration is end-to-end tracking, enabling full analysis of the behaviours and transactions of the campaign-prompted online customers.

Analytics-driven approach opens up opportunities for landing page optimisation. Coupled with AB and multivariate testing, optimal campaign response rates could be achieved.

Targeted email campaigns can also be based on web behaviour or event triggers to generate highly responsive email campaigns.

Behavioural targeting

An emerging technique, the ability to offer visitors dynamic content and customised offers based on online behaviour, powered with right algorithms (behavioural targeting), can potentially increase both conversions and online user experience through increased relevancy.

Implementation of a Behavioural Targeting solution often requires integration with Web Analytics and Content Management.

Bienalto provides strategic advice and implementation services to scope, plan and implement behavioural targeting solutions.

Cross-channel integration

Increasingly companies realise the importance of channel consistency in customer management. This requires the integration of online and offline channels to take advantage of each customer touch point and increase cross and up-sell capability.

Cross-channel integration is facilitated by establishing a customer repository, or CRM system, accessible by all channels. On the online platforms, this translates to building a real-time dynamic response capability.

Bienalto offers consulting services to assess cross-channel integration opportunities and develop an architectural blueprint for implementation.

Selection and implementation of web analytics solutions

Bienalto is an independent consultancy and we are unbiased when it comes to the selection of web analytics solutions. We have experience in most leading web analytics solutions and can advise you on selecting the best option for your business requirements.

We are also available to oversee the implementation of all leading web analytics solutions to ensure accurate configuration to meet your measurement requirements.

A number of Bienalto clients use Google Analytics. Learn more about our Google Analytics implementation and support services.

Web analytics governance

Poor web analytics is often caused by a lack of governance.

Web analytics governance should oversee the development of standards, processes, policies and training requirements, as well as creating and managing the web analytics roadmap.

Bienalto consultants can evaluate your current situation and work with you to implement and administer effective web analytics governance.

Find out more:

Call on +61 2 8356 3000 or email info@bienalto.com to find out more.