Web Analytics


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Web Analytics Overview

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  • VP – Geo, timezone, technologyConversion rate – ERS, Internal banners, email visits
  • Web Analytics

    1. 1. Abhijith Ramalingaiah
    2. 2. “Everything is Better When Measured” -Dorian D
    3. 3.  Web Analytics(WA) Scope of WA Applications Basic Elements of WA WA Reporting & Strategy WA Categories Advanced WA WA Tracking Approaches
    4. 4. It is the collection, measurement, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
    5. 5. • It’s gives data that uncover the truth about websites.• Provides information about visitors behavior, gauge traffic across multiple web channels which is useful for market research.• It helps one to estimate how traffic to a website changes after the launch of a new campaign or an event.
    6. 6. 1. People 2.Source of Traffic 3. Site Interaction 4. Outcome
    7. 7. Objectives KPI Measurement - Increasing purchase conversion rates - Increasing average order values - Increasing time spent per visit - Increasing subscr. & regists. - minimizing bounce rates. - Increasing advertising click- through.
    8. 8. Campaign Traffic Referred Traffic Direct TrafficEmail marketing Paid search management Entering with URLAffiliate programs Banner advertising BookmarksCampaign Landing Pages Home Page Product Category Pages Quit Conversion Process Quit Successful conversion Engagement Layer
    9. 9.  Visits Device Average time spent Path Analysis Traffic Source Visitor Profile Conversion rates…. Helps in knowing What, When & Where questions..?
    10. 10. How can I understand my customer(visitor) behavior? 1. Web server log file analysis 2. Page tagging
    11. 11. Pros : The data is on the companys own servers. Historical data can be reprocessed easily. Can differentiate between partial and complete action. Tracks search engines & spiders by default, which is useful information for search engine optimization. Log files require no additional DNS Lookups. Thus there are no external server calls which can slow page load speed.Cons: Not real time data. Proxy and caching inaccuracy. Required to feed logs everyday. Required own team to maintain in house server.
    12. 12. Pros: Real time data. More accurate as it includes the page viewed from cache. Assigning a cookie to the user, which can uniquely identify visitor. Can report on events which do not involve a request to the web server, such as interactions within Flash movies, mouse events such as onClick & onMouseOver.Cons: Mistake in tags leads to data loss. Page tags are reliant on JavaScript and cookies . Privacy Concerns.
    13. 13.  Web crawlers - Spiders Bots - robots.txt Cookie Two types of cookies 1. Session OR Transient cookie 2. Persistent OR Permanent cookieReference -http://en.wikipedia.org/wiki/Web_analytics