Your SlideShare is downloading. ×
Web Metrics vs Web Behavioral Analytics and Why You Need to Know the Difference
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Web Metrics vs Web Behavioral Analytics and Why You Need to Know the Difference

4,231
views

Published on

An overview of the web analytics ecosystem and uncover how web behavior analytics can free you from the status quo of just counting page views. More importantly, you will discover what you need to do …

An overview of the web analytics ecosystem and uncover how web behavior analytics can free you from the status quo of just counting page views. More importantly, you will discover what you need to do to truly leverage the data that is available to you from the website.

Ultimately, you will walk away with:

• An understanding of the differences between available tools
• Insight on what data to collect on your site
• Tips to help get your manager to embrace web behavior analytics
• Checklist of next steps

Published in: Business

0 Comments
9 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
4,231
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
111
Comments
0
Likes
9
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Analyzing the Website A l i th W b it The difference between metrics and analytics 24June 2010 Ivan Chalif Director f P d t M k ti Di t of Product Marketing @ivanchalif ivan.chalif@alterian.com
  • 2. EVOLVE AND GROW
  • 3. Everything Changes
  • 4. Everything Changes
  • 5. Agenda 1. A Short History 2. Some Background 3. How Analytics is Changing 4. Moving the Needle in Your Organization 5. Next Steps 6. Q & A
  • 6. A SHORT HISTORY
  • 7. A Brief History of Web Analytics ‘90: Public ‘06: Visual Internet & Sciences buys ‘97: Javascript HTTP WebSide Story broadly used for data collection ‘07: Omniture ‘93: WA is buys Visual born via log Sciences analysis ‘09: Adobe buys Omniture ‘05: Google ‘10: Alterian ‘91: 1st web buys Urchin WebJourney server ‘95: 95: Javascript released ‘05: Google ‘10: IBM buys releases GA Coremetrics 1990 1995 2000 2005 2010
  • 8. SOME BACKGROUND
  • 9. Definitions • Data: a measure of an action that can be tracked – a click – a page view – a download – a purchase
  • 10. Definitions • Metric: a sum or ratio of data – click rate
  • 11. Definitions • Metric: a sum or ratio of data – click rate – ratio of new/returning visitors
  • 12. Definitions • Metric: a sum or ratio of data – click rate – ratio of new/returning visitors – page views this hour/day/ week/month/quarter/year
  • 13. Definitions • Analytics: understanding what drives the behavior – Is the content useful?
  • 14. Definitions • Analytics: understanding what drives the behavior – Is the content useful? – Does this layout work better for this segment?
  • 15. Definitions • Analytics: understanding what drives the behavior – Is the content useful? – Does this layout work better for this segment? – Does some combination of trackable elements affect behavior?
  • 16. Definitions • Analytics: understanding what drives the behavior – Is the content useful? – Does this layout work better for this segment? – Does some combination of trackable elements affect behavior? – Is this the right image to use?
  • 17. HOW ANALYTICS ARE CHANGING
  • 18. Google Changed the Game Number of organizations tracking what’s happening on their website Before Google Analytics After Google Analytics
  • 19. Looking At the Past or Toward the Future
  • 20. Looking At the Past • The metrics of traditional web analytics are used to report on what has already happened – How many? – Where did they go? – How long did they stay? – Did they complete the desired process (sign-up, download, purchase, purchase etc)? Aberdeen: Retail E-Commerce Analytics: Cornerstone of the Complete Customer Profile
  • 21. Looking Toward the Future • Web behavioral analytics are used to steer the future – How are the visitors alike – Are there patterns in the traffic or behavior on a page – Which content resonates with visitors – What else can I determine about the visitor to improve the relationship Aberdeen: Retail E-Commerce Analytics: Cornerstone of the Complete Customer Profile
  • 22. Marketers Need More Than Just Web Analytics… “First and second‐generation analytic First vendors are good at what they do, but mining for correlation and causation within massive, di ti ithi i disparate t online and offline data sets is simply not what they do.” – Eric T. Peterson y
  • 23. Differences in Analytics Tools Web A l ti W b Analytics Web B h i A l ti W b Behavior Analytics • Focus on source • Dashboards • Focus on the individual • Track page flow on • Search term(s) • Capture non-click site behavior • Environmental data • Aggregate data • Track creative assets • Standard reports • Report on metrics p • Additional data overlay y broadly within an • Custom reports (corp., demo., profile) organization • 1:1 data
  • 24. How to use Behavioral Data • Find out what happens between the clicks – Scrolling – Hovering – Copy/paste
  • 25. How to use Behavioral Data • Understand how visitors are interacting with the dynamic content on the website
  • 26. How to use Behavioral Data • Combine web behavioral data with other data for deeper analysis, segmentation and content delivery
  • 27. How to use Behavioral Data • Link to individual profiles when visitor identifies themselves
  • 28. How to use Behavioral Data • Link to individual profiles when visitor identifies themselves
  • 29. How to use Behavioral Data Understand h t it i it U d t d what site visitors DO rather than just where they GO
  • 30. MOVING THE NEEDLE
  • 31. Identify Your Goals and Data Needs • Before embarking on any web behavioral analytics project, consider the following: – Why are you collecting the data? – What will you do with the data? – What Wh t questions do you need t ti d d to answer? – What data is needed to make informed decisions? – Who is going to utilize the data?
  • 32. Taking it to Your Manager • Determine how web behavior analytics can benefit them • Determine how analytics can benefit the larger organization • Build a story ( y (with case studies) ) • Map out costs and benefits and indentify ROI • Design a phased deployment
  • 33. Next Steps for Your Program 1. Look at where you are and where you want to be 2. If it’s not already part of your strategy, include behavioral analytics 3. If you already have a web analytics tool, evaluate y , some behavioral ones 4. Identify integration points
  • 34. RECAP
  • 35. What We’ve Covered • A bit about where we came from • A bit about how things are changing • A bit about how you can start making a plan to move the needle
  • 36. Resources • Books – Web Analytics Demystified by Eric T. Peterson – Web Analytics 2.0 by Avinash Kaushik – Actionable Web Analytics by Jason Burby and Shane Atchison • Web – http://www.occamsrazor.com/ htt // / – http://www.webanalyticsdemystified.com/ – http://www.webanalyticsassociation.org/ – http://www.alterian.com/products/web-behavior-analytics/
  • 37. Q&A
  • 38. Alterian WebJourney http://www.alterian.com/
  • 39. Analyzing the Website A l i th W b it The difference between metrics and analytics 24June 2010 Ivan Chalif Director f P d t M k ti Di t of Product Marketing @ivanchalif ivan.chalif@alterian.com