I always feel that tickle on my stomach when I get the chance to learn new knowledge in online & digital marketing. And this is one of it.

So my boss was calling from SG and asked me to join the Omniture SiteCatalyst Training. This is the web analytic tool used by a  client of us.  The training was 2 days and it was introduction on how to use & read the SiteCatalyst dashboard.

I arrived on 18th of Aug, checked-in to Park Royal hotel which is only 10 minutes walking distance from the office. I arrived around 4pm, put my stuff and went to the office which is located on the Beach Road  at The Concourse building. Similar to the Jakarta , Wunderman’s office is on the same floor with Y&R  and Landor- but of course with much more bigger space.

Wunderman Regional HQ Office – Singapore

So the 1st day was casual introduction and chat with my boss over the coffee at Starbucks downstairs.  I got back to hotel around 6pm and i went out for dinner after. On the way back home, passed by the office and let myself took picture.

The Coucourse Building – Singapore

On the next day, I met with a colleague in front of the office and went to the training venue. (Group M office). The training was like a workshop class.  We should bring our laptop and need to open the Site Catalyst’s dashboard then follow the presenter’s explanation.

The training class room (Group M office)

It’s pretty interesting. As we know, the beauty of digital marketing is that you can measure the effectiveness. But then, we need to understand what is actually we want to measure and what’s the KPI (key performance indicators). As the marketing spend on digital is rising,  analytics are still the least understood and most poorly used part of a campaign (Digital Media – media.asia Summer 2010)

Web analytics will help you to answer how to performance of you site and how to optimize it. Further more, it is the measurement of the behavior of visitors to a website, in a commerical context, it especially refers to the measurement of which aspect of the website work towards the business objective e.g which landing page encourage people to make a purchase

I won’t go into details what’s the features of SiteCatalyst, the manual book itself has hundreds of pages and 2 days training won’t be sufficient. Simply said, it can measure from traffic metrics (page views, visits, unique visits, path analysis, video, mobile traffic) also conversion metrics (purchase, cart, registrations, report-specific metrics). It can also automatically calculate your ROI (return of investment) if you have defined the cost and what to measure in the dashboard.

But I think, what most importantly needs to be done is below steps of using analytics which still rarely implemented here :

This is also the way to define whether a campaign is success or fail, which one is more efficient and that means knowing what works at what time and investing accordingly.

There’s much more about analytics and reports. Digital is increasingly about data, owning it, interpreting it and leveraging it.  Marketers can be overwhelmed by the sea of data, but it is actually really interesting to get all the insights and so you know deeper about the customer behavior and most importantly, invest smartly.