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5 ways to improve your web analytics

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As presented by Jim Hazen, Capstrat's Director of Analytics at the 2010 Internet Summit in Raleigh, NC.

As presented by Jim Hazen, Capstrat's Director of Analytics at the 2010 Internet Summit in Raleigh, NC.

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  • About me, CapstratCapstrat is PR/ad/interactive agencyHelp Capstrat show value for campaigns we run (offline and online)Also consult clients on how to use data to drive business decisions – what to capture, how to capture, etc
  • Without a goal than there is nothing to measure or optimize. You need to have an idea of what constitutes success.
  • If you only look at the averages you fail to see the actual behaviors. Example – average is 4.7 but 59% only view one page! Other end of spectrum you have 5% that view 20 plus pages. Use segmentation with this to see how different groups consume content.
  • Don’t stop with averages as they don’t tell the whole story. Create segments based on behaviors, geos, sources of traffic.
  • You’ll be shocked the differences in segment behaviorsUse knowledge in targeting/re-targeting with relevant contentTraffic isnt a giant monolith, have different needs and intent – cater to it!
  • Without a goal than there is nothing to measure or optimize. You need to have an idea of what constitutes success.
  • Most controversial metric going right now.What is ‘engagement’?"[Engagement is] repeated, satisfied interactions that strengthen the emotional connection a customer has with thebrand.” (Ron Shevlin)“Engagement is the level of involvement, interaction, intimacy, and influence an individual has with a brand overtime.” (Brian Haven and Suresh Vittal)Really difficult to measure due to lack of consistent definition.
  • Visitor Activity ScoreYou need to determine what is important in driving ultimate conversionJust measuring how long people are sites, etc are pointless without tying to outcome.
  • Visitor Activity ScoreYou need to determine what is important in driving ultimate conversionJust measuring how long people are sites, etc are pointless without tying to outcome.

Transcript

  • 1. 5 quick ways to improve your web analyticsJim Hazen, capstrat
    November 17th, 2010
  • 2. The narcissist slide
    Jim Hazen
    Capstrat
    Analytics Director @hazenj
    jhazen@capstrat.com
  • 3. Topics we shall explore
    Have a reason to exist
    The fallacy of averages
    Illumination of segmentation
    Measuring ‘engagement’
    Beyond the short-term success
  • 4. If you have no objective, than any measurement will do
  • 5. 5
    Does your current report look like this?
    Your business gets paid for outcomes not page views. Measure accordingly!
  • 6. #1: Have a reason to exist
    6
    Scenario 1: You own an online jewelry store
    Objectives:
    Sell more stuff
    Make a profit
    Increase average order value
    Generate repeat purchases (lifetime value)
    Notice how time on site or page views aren’t listed?
  • 7. #1: Have a reason to exist
    7
    Objectives:
    Increase volunteers
    Grow donations
    Communicate news and opportunities
    Metrics:
    View the contact us page
    Volunteers
    Online donations
    Newsletter subscribers
    Scenario 2: You run a non-profit website
    There are a million things you can measure but only a few that can change the business.
  • 8. #1: Have a reason to exist
    8
    Scenario 3: You run a structural engineering consultancy
    Objectives:
    Increase sales leads
    Promote products and services
    Metrics:
    Leads
    Downloads of product sheets
    Visits that read key content
  • 9. Averages hide the distribution of behaviors. Don’t rely solely on averages in your analysis!
    #2 : The fallacy of Averages
    9
  • 10. 10
    Does your current web analytics report look something like this?
  • 11. #3 : The illumination of segmentation
  • 12. 12
    #3 : The illumination of segmentation
    Compare segments and drill underneath what content these visitors view to create more targeted marketing efforts.
  • 13. #3 : The illumination of segmentation
    13
    Types of Segmentation to try:
    • Geography
    • 14. Traffic Sources
    • 15. Behavioral – viewed certain content
    • 16. Achieved Goals vs Non-Achievers
    • 17. SEO vs Paid Search
  • But what if my goal in life is ‘engagement’?
  • 18. #4 : Measuring “engagement”
    15
    First question….
    What the hell is engagement?
    “Engagement” is not a metric, it’s an excuse – AvinashKaushik
    Σ(Ci + Di + Ri + Li + Bi + Fi + Ii) – Eric Peterson
    My take?
    No standard answer to engagement, its unique to each company/website.
    So what are some ways to do this?
  • 19. #4 : Measuring “engagement”
    16
    Segment on Site Behaviors: Create custom segments by piecing together metrics around Page Depth, Loyalty, Visit Duration, and Recency.
    Problem is you have define what is ‘good’.
  • 20. #4 : Measuring “engagement”
    17
    Create a Micro-Conversion scoring: Give values to each of the small micro-events on your site that you think are valuable.
    You have to define what each conversion is worth.
    Stolen from Omniture blog
  • 21. 18
    #4 : Measuring “engagement”
    Now you have a quantifiable way to evaluate ‘Engaged’
    Create segments and see what they’re doing.
  • 22. 19
    I got the conversion, I’m done right?
  • 23. # 5:Beyond the short-term success
    20
    Don’t just stop at the conversion on your website. Measure the lifetime value.
    Best way is to integrate with your CRM.
    Web analytics tool of choice
    CRM tool of choice
  • 24. # 5:Beyond the short-term success
    21
    Create a unique identifier on your lead form/order confirmation that is passed to your web analytics vendor as well as your CRM system.
    CRM
    Lead form
    Set a Custom Variable for your web analytics:
    CRM record with LEADID-123456
    pageTracker._setCustomVar( 1, “Lead-ID", “LEADID-123456", 3
  • 25. # 5:Beyond the short-term success
    22
    The common identifier allows you to link the 2 data sources together to understand:
    • What happens to the lead once it goes into the backend?
    • 26. What are the touch points that leads to a sale?
    • 27. Do these visitors purchase more in the long run?
    • 28. What sources of traffic/tactics generate the best customers?
    • 29. What content leads to better leads?
  • Questions & Potentially Answers
    23
  • 30. Thanks and enjoy your day!
    Twitter: @hazenj
    Email: jhazen@capstrat.com
    Google: “Jim Hazen”