Making Web Analytics actionable with Web Content Management
Making Web Analytics actionablewith Web Content Management30/08/2012 – Damien Dewitte
Making Web Analytics actionablewith Web Content ManagementIntroduction and market overview Damien Dewitte Lead ECM consultant 2.
Contents- Introduction- The EU Privacy Law- Analytics Implementation & WCM- Social Media & Analytics- Market Overview 3.
“If you can not measure it,you cannot improve it.”(Lord Kelvin)Go, wondrous creature! mount where Science guides; Go measure earth, weigh air, and state the tides; Instruct the planets in what orbs to run, Correct old Time, and regulate the sun 4.
Why Web Analytics? Web Analytics is a thermometer for your website, constantly monitoring your online health. Web Analytics allow you to study the online experience in order to improve it. It’s about “Measuring Success” 5.
Monitoring what? Optimization of content production efforts Does my content really matter to my visitors? SEO effectiveness How do my Search Engine Optimization efforts perform? Patterns for conversion Where do I get the most (un)succesfull conversions and what can I learn form it? Errors on my website Good idea to check for: 404 errors (Page not found) Forms abandonned Internal Site search performance 6.
Metrics The usual suspects Visitor Visit Pageview Average Time on Page, Bounce rate, Exits … Some metrics are calculated metrics: e.g. Pageviews/Visit 8.
Key Performance Indicators KPI’s allow to establish the link between the metrics and the Business Goals. KPI’s are figures (relevant ratio’s, percentages, averages or rates) 9.
KPI Examples Reach: click-through-rate (per traffic source), % new visitors, cost per acquisition Engage: bounce rate for landing pages, page depth, average time on site, usage of apps, social media engagement Activate: global conversion rate, conversion rate per goal, goal value per visit, cost per lead Nurture: loyalty (returning visitors), conversion rate of returning visitors 10.
Key Performance Indicators A KPI is only a good KPI if it allows to take action 11.
“Categories” of KPI’sAdobe Google Visitor Acquisition Visitor Identification & Segmentation Visitor Activity & Content consumption Visitor Retention & Growth “REAN” model 12.
Conversion In E-commerce sites, conversion is obvious. Each shopping cart check-out has an associated value in €. Therefore it’s easy to calculate the ROI of your website, SEO and analytics efforts. But non-transactional sites also have conversion events (which could be given a value, but it’s more difficult to express the exact value in €.) Filling in a contact form Downloading a document Signing up for an event Registering for a newsletter Submitting a question to a helpdesk … The E-Tailing Group Survey april 2011: Average conversion rate for US Merchant websites is 1-3% 13.
EU Privacy Law European Union ePrivacy Law, May 26, 2011. Implying that setting website cookies without a visitors consent would be illegal. Interpretation: Cookies should be completely anonymous (not containing Personally Identifiable Information or reference to personal information) Cookies should be “first party” cookies (set by your own website domain) Google Analytics and Adobe SiteCatalyst are “OK” (and have published their own disclaimers) , but still … they require attention from site-owners and legal advisors. 15.
Which trackings requires extraattention or implementation effort? Multiple domains/Multiple languages File downloads Outbound links In-Page events (event-tracking) Flash animations Interaction with Embedded Videos Defining goals Tracking E-commerce transactions Groupings of keywords, dimensions Custom segments Tracking error pages Tracking internal site-search usage 24.
Social MediaIs a Twitter follower considered moreimportant than an email these days? 25.
Social Media Social Media are powerful referrers to your website, and therefore deserve specific dimensions and reports in Analytics. Unfortunately, analytics can not evaluate all the efforts you put in Social Media Marketing. Because engagement in social media communities very rarely leads to a person clicking on your link and then purchasing your product or service. 26.
Social Media Monitoring Solutions Adobe SocialAnalytics Radian6 Lithium …And also: URL shorteners (like bit.ly, tinyurl.com, goo.gl…) also do tracking Services as Hootsuite allow to post on several Social Media platforms simultaneously and offers tracking 27.
Measurement Methods Logfile Analysis (Server-side data collection) Page Tagging (Client-side data collection) 29.
Measurement Methods Logfile analysis approach is fading out at most Web Analytics vendors. Page tagging allows for: More accurate measurement of unique visitors In-page Event-tracking … SaaS offerings, which remove maintenance costs from IT-departments Logfile analysis though, can still be suitable if: Website pages can not be modified Website is part of an Intranet without access to the Internet Data retention over a long period is important Company needs to hand over raw data for auditing Data needs to be re-processed into reports frequently Company needs to track bandwidth or completed downloads 30.
Market Overview Forrester Wave on Web Analytics, november 2011 Leaders: Adobe (SiteCatalyst) IBM (Unica + CoreMetrics) Webtrends comScore (NedStat) 31.
Analytics Tools Landscape The analytics landscape is populated with a broad spectrum of tools which fulfill specific (extra) needs: A/B Testing, Website Optimizers SEO-specific monitoring tools Email campaign tracking Advertising Focus on e-commerce Add-ons for Microsoft Sharepoint Focus on Video Social Media Monitoring Some of these tools are part of the broader Suites of the bigger players. Other are offered by niche players. 33.
Google Analytics 2 Analytics Products Google Analytics (Free, max 10M Pageviews/month, 25 months data retention) (NEW) Google Analytics Premium (150K$/year, max 1.000M Pageviews/month, 36 months data retention, Support & SLA) Urchin Software (On-premise, 10k$ per installation) Market Leader in terms of number of installations Integrated with Google webmaster tools, Adsense, Adwords Very often the “default” integration in common WCM Systems 34.
Adobe SiteCatalyst Part of the Adobe Digital Marketing Suite, with: CQ5 (WCM) Test & Target (A/B Testing) SocialAnalytics Genesis (Mail) …“Adobe continues to maintain the largest enterprise web analyticsfootprint of any vendor… expansions into social media, audiencemeasurement, and data management show a deep commitment toproviding a comprehensive suite of products to support the analyticsand execution of digital marketing.” The Forrester Wave™: Web Analytics, Q4 2011 36.
“Why buy Adobe SiteCatalyst ifGoogle Analytics is for free?”(Without trying to compare each feature in detail) Data retention is not limited (Google: 25 months) No limit on pageviews per month (Google: 10M) Possibility to import data from external applications into SiteCatalyst (Google: import is not supported, export only) SLA (uptime and performance) and Support (Google: no SLA, support through forums) Some more flexibility: e.g. On demand, Adobe can apply a rule or logic to your SiteCatalyst data after it is collected, but before it is stored in the data tables. 38.