WEB ANALYTICS

Web Analytics Report and Strategic Analytics Plan

Web Analytics Report and Strategic Analytics Plan

Introduction

"Google Analytics is much easier to implement than other web analytics products we've tried. It costs almost zero and takes almost no time to implement and maintain-and goals and funnels can be changed instantly."

Strategic web planning

In addition to retail stores, the Internet is becoming one of Discount Tire's most successful sales channels. Online shoppers can try wheels virtually, seeing how wheels will look on specific vehicles with an Interactive Wheel System. They can also save time and money by ordering tires or wheels without paying for shipping, or by purchasing tires and making appointments for installation at their local store-all online. Combined, Internet and retail stores bring in $2 billion in sales through operations in 18 states.

Driving qualified buyers to the website for direct sales and getting more buyers into local stores are vital goals for Discount Tire. Google AdWordsTM search-based advertising campaigns are pivotal in achieving these aims. AdWords is particularly effective because of its ability to precisely target local customers with regional and seasonal messaging, but no campaign goes unmeasured.

"Funnel reports in Google Analytics are crucial to our success. We work constantly to improve the user experience. Google Analytics gives us the insight we need to quickly see which step in the online sales process is broken so we can fix it immediately."

As a results-driven XC Media, Discount Tire is focused on metrics. The XC Media has a full-time metrics analyst and uses web analytics tools to gauge the effectiveness of all of its Internet-based marketing efforts, including AdWords. "We've used everything from log file analysis to cookie tracking and pixel tagging to measure the effectiveness of our website and of Internet advertising. Unfortunately, they all had major shortcomings," says Travis Unwin, Managing Director for XC Media Consulting, Discount Tire's online marketing agency.

Results - Fast start, inexpensive maintenance

"Search based advertising, particularly AdWords, is the cornerstone of our approach and area we continually look to grow."

According to Unwin and Bolland, Google Analytics was easy to implement, required almost no customization, and provided the in-depth metrics the XC Media needed right away. The primary means of driving traffic to the website is keyword-driven, search-based advertising. Google Analytics provided easy integration with AdWords campaigns for accurate results measurement, as well as the ability to tag keyword destination URLs with the click of the button. The Discount Tire team easily set up conversion funnels and goals within Google Analytics, instead of having to add different tags to pages on the website-a key advantage in maintaining the XC Media's dynamically driven site without straining IT resources.

Increased marketing effectiveness at lower costs

The marketing team also uses key performance summary screens in Google Analytics to keep XC Media executives informed about the progress and sales results achieved from online marketing efforts. Because of its effectiveness and measurable impact, Discount Tire is applying more resources toward online ...