Website Analytics: More Stats for Guys to Love

Have you ever noticed how much guys talk about numbers?Fantasy Sports

A lot of us often talk about on-base percentage, seeding in the NCAA tournament, games out of first place, scores in relation to par, the over/under, ROI, stock quotes, market cap and on and on. Our obsession with sports and finances has made a lot of us predisposed to a love of stats. Don’t believe me? Just check out how much fantasy sports content is out there.

I am as bad as the next guy. I love stats. That’s why I truly enjoy website analytics. For those of you who don’t know about website analytics, it’s how user behavior on websites is measured.

For example, analytics will help you determine the following about your website:

  • number of visitors, borken down by hour, day, month, year
  • number of pages those visitors are viewing
  • where traffic is coming from
  • what pages users are visiting on a site
  • how much time users spend on a site
  • how frequently they visit
  • and so much more.

Get the point?

Analytics is all numbers, charts, graphs-updating all day long. In other words, it’s a dream for a lot of guys who already enjoy stats.

I was reminded of man’s natural affinity for analytics when one of our clients called the other day. This client is great (as are all of the companies and people Brand5 is lucky enough to work with). He is a huge sports fan and a baseball junkie in particular.

At the end of last year, we installed an analytics program for his website. Since then he has been obsessed with logging in to check out the latest numbers on his site’s traffic. He really enjoys picking apart the different categories and interpreting user bahavior.

Beyond the numbers, this client understands the true value of analytics and how it makes his business better.

He told me a story about how just last week he closed a huge deal thanks to his Brand5 analytics program. He was tracking which potential clients-out of all the ones he had recently pitched-had been on his website (something easily trackable through analytics).

My client saw that one company in particular had recently spent a lot of time on his site. He interpreted this as interest in his services. He correctly followed-up with them and won the business.

Instead of sitting in his office wondering if his sales pitch had had any effect, analytics had given our client clear evidence that this company had taken his call-to-action to heart and visited his site. Instead, the company is swithcing more and more of their bsuiness to my client.

That’s just another example of the power of analytics. It’s a must for all companies, and all guys who love stats.

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Standing in the Virtual Gallery Without Much to See

One of the sites we developed during our busy 2006 was You golf diehards may remember her from her stint on ‘Big Break V‘ – The Golf Channel’s highly successful and entertaining reality show. We had a blast developing it and Julie is a lot of fun to work with. She totally breaks the stereotype of spoiled professional athletes.Julie Takes a Swing

Last week Julie kicked off her 2007 season on the Duramed FUTURES Tour. Unfortunately for the Brand5 team, we have not been able to see her play in-person yet this season (but we really want to be there Julie!). So like the rest of her fans, we have been forced to follow along online. Fortunately the FUTURES site does a decent job of updating scores.

One of the things I have noticed while tracking Julie and her peers is that she is in the minority when it comes to athletes and websites. Julie, unlike almost everyone else on the FUTURES Tour, actually has a website. The overwhelming majority of players on this tour do not have any sort of web presence whatsoever.

I did a quick (and unscientific) audit of the league’s player list, and these were the sites I was able to find:

Believe it or not, this small sample size is typical of pro sports as a whole. Athletes with sites are few and far between. Those that do have sites are rarely addressing them from a brand perspective. Most athletes with sites are happy to have any sort of web presence and have not taken full advantage of the power of the medium.

For that reason we are proud of what we have created with Julie. Number one, she has an official place she can point her fans to if they want to know more about her. Second, they can hear directly from her in her blog. She does an awesome job of sharing with her fans all things related to her career. It’s extremely powerful and she deserves a lot of credit.

Good luck to Julie this season. In the meantime, we need to get back to work. There are a lot of athletes who need websites.

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Brand5's Matt Hasselbeck Wins Battle of the QB Websites

Brand5’s Matt Hasselbeck was declared the overwhelming winner of the Chicago Tribune’s recent “Battle of the QB Websites”.

In the article, staff reporter Maria Mooshil compared (built and maintained by Brand5) with in five categories. The two quarterbacks were matched up because they were opponents in the NFC’s Divisional Playoffs on January 14.

The five categories for which each website was judged were visual design, creativity, funtionality, interactivity, and navigational ability. For each category, the websites were given a score of 1 to 10 (10 being the highest possible score). won in resounding fashion, 42-12.

“We are extremely proud to win this competition,” said Brand5 founder and president Mark Faggiano. “To be recognized for the work we do for Matt is validation that we can change the way athletes build their brands online. What we have done for Matt can be done for any athlete, no matter the sport.” scored no lower than seven in any category and had a perfect score for interactivity.

“We are building the official destination for the millions of people who are fans of Matt Hasselbeck,” added Faggiano. “Our goal is to give those fans a community -a place where they can congregate to learn more about Matt, interact directly with Matt, and with each other.”

The complete transcript of the article is listed below:

QB Web site showdown

By Maria Mooshil
Tribune staff reporter
Published January 11, 2007
Rex vs. Matt
These two quarterbacks may be the worst passers in the playoffs, but when it comes to new media, there’s a clear winner on the field. On a scale of 1 to 10, we rate the official Web sites of the Bears and Seahawks QBs, who will face each other at Soldier Field on Sunday.

Visual design

Rex: Boring. Static. The vertical blocks of copy do little to entice you to explore the home page. Not that there’s much to explore. 2
Matt: Nifty copy blocks allow you to quickly see the site’s categories and a line or two of content. Only problem is trying to decide what to jump into first: the Poll, the Guestbook or Matt’s Blog. 8

Rex: Seems more of a merchandising and news vehicle than a window into the Bears quarterback’s personality. 2
Matt: While not the most sophisticated of Web sites, it makes a sincere attempt to give fans a glimpse of their quarterback and include them in the excitement of the season. 7

Rex: Sure, you can find out Rex’s age and learn that, hey, he went to that school that won the BCS Championship game this week. You can even sign up for a Rex Grossman newsletter. But beyond the basics, this site offers so little you wonder why it exists. 2
Matt: Get the facts and a bunch of fun stuff too. 9

Rex: Although there’s an “email rex” option, there’s no blog and no chance for fans to read what other fans have to say. 1
Matt: OK, so Hass hasn’t updated his blog since Nov. 24. At least he has one. Also cool: a Fan Map, which pinpoints Hasselbeck fans around the country; a Video component, where fans can upload Seahawks footage; and a Poll, where fans can vote on which Bear scares them the most (Brian Urlacher as of Tuesday afternoon). 10

Navigational ability
Rex: Easy enough to click on the left-side menu of options. The question is, why would you want to? 5
Matt: All categories are lined up along the top of the page; larger blowups of some of those categories, such as Matt’s Blog and the Poll, provide visual interest on rest of the page. 8

Final score
Matt: 42
Rex: 12

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Brand5 Turns 3

Brand5 recently celebrated its third birthday. To mark the occasion, the Brand5 team enjoyed a day of golf hosted at Torrey Pines Golf Course in La Jolla, California.TPN

“We’ve had a lot of fun and learned a great deal in three years,” said Mark Faggiano, Brand5’s founder and president. “It’s hard to believe sometimes that this is supposed to be work.”

Brand5 officially opened its doors for business in January 2004.

“What started out as just a dream has become a way of life for me and the Brand5 team. I am very proud of what we have accomplished and look forward to the challenges that are ahead.”

When Faggiano started Brand5 he was the only employee. Now, the Brand5 team is made up of four members. Revenues have grown significantly each year and the company’s client base consists of more than 20 companies located throughout the country.

“We’re very lucky because our clients are so fantastic,” added Faggiano. “It is because of them we have been able to grow and successfully position ourselves as a knowledgible and respected company that can handle a wide array of website design, development, and marketing needs.”

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