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Investigative Analytics :                          Deciphering the Mystery                          of Data-Driven        ...
Someone sleeping in class
Who’s on First?http://www.youtube.com/watch?v=BopgWulwfGo
What is Web Analytics ?
“•   Web analytics is the study of online behavior in    order to improve it.           Wikipedia
“••    The analysis of qualitative and quantitative data from your    website and the competition, to drive a continual   ...
••    “    Google analytics is the enterprise class web    analytics solution that gives you insights into your    website...
What are your biggest analytics challenges?
Measurementroadblocks •   Not knowing what     numbers matter •   Looking for answers     in the wrong places
Web analyticsis a process,  not a tool.
Web Analytics:A Continuous Process                          •                       is a process,                   •    n...
Primary web analytics tasks •   Measure quantitative and     qualitative data •   Continuously improve your     website • ...
Who has a dashboard?
Web analytics doesnt start here
Create a plan                                                    http://www.dilbert.com/strips/comic/2011-10-30/http://www...
Who has a webanalytics plan?
Web analytics process                           Original Source:http://www.slideshare.net/epublishmedia/make-quality-conte...
Web Analytics Framework1   Business Objectives2   Website Goals    Key Performance3    Indicators (KPIs)4   Targets5   Seg...
Web Analytics Framework1   Business Objectives2   Website Goals3    Key Performance       What is the purpose of    Indica...
Web Analytics Framework1   Business Objectives2   Website Goals                          What actions do you    Key Perfor...
Web Analytics Framework1   Business Objectives2   Website Goals                          What relevant web                ...
Web Analytics Framework1   Business Objectives2   Website Goals3    Key Performance       How do you rate    Indicators (K...
Web Analytics Framework1   Business Objectives2   Website Goals                          What visitor attributes    Key Pe...
Group Exercise
29
CASE STUDY visitordimensions & website     behaviors
Understanding visitor dimensions & website      behaviors
Buckets of traffic                 Visitors who come directly to the    Direct                  website using the domain n...
Is your Internal Traffic segmentedfrom your External Traffic?
Do you have a customized dashboard that is sharedmonthly with specific individuals on campus?
Custom Reports•   Content Efficiency Analysis          •   Content analysis jump-start•   Visitor Acquisition Efficiency A...
Custom Reports36
Content Efficiency: Actions•   Define KPI targets, evaluate trends         •   Pageviews, unique visits, time on page, goa...
38
39
Custom Reports40
Visitor Acquisition: Actions     •   Optimize for top sources and mediums         driving inquiries             •   Exampl...
Custom Reports42
Keywords: Actions     •   Identify high-performance keywords             •   Focus on long-tail, non-brand keywords     • ...
SEO Report
Advanced Segmentation     (Custom)        •   Visits without conversions        •   Unengaged users        •   Social medi...
Advanced Segmentation     (Goals)        •   Visit duration        •   Pages / Visit        •   YouTube Page        •   Tw...
Advanced Segments47
Segment: Inquiry Form     Completion              •   What is the                                 top content             ...
Segment: Inquiry Form     Completion              •   What                                 content                        ...
Segment: Social Media Visits                             •   What                                 content                 ...
Social Report
Recommendations      •   Define targets for all success metrics (KPIs)          and assess trends      •   Define goal val...
Recommendations (cont.)      •   Optimize marketing and communication for          top conversion paths      •   Optimize ...
Questions?
Content reports
All Pages
Navigation
Landing Pages
Exit Pages
Site Search
Site Search
Introduction to goals,funnels, and conversions.
Types of goals                       Goal completed when visitorURL destination                            views defined U...
Sample website goals Download a PDF        Brochure, student handbook, PPT  View specific       Application confirmation, ...
Goal Reports
Goals Report
Reverse Goal Path
Bounce Rate for Landing Pages
Site Metric                         Definition                        Type      Visit                    Also known as ses...
Conversion metrics Conversion rate   # outcomes / total # visits  Per visit goal   Revenue from outcomes #      value     ...
Investigative Analytics: Deciphering the Mystery of Data-Driven Decision Making
Investigative Analytics: Deciphering the Mystery of Data-Driven Decision Making
Investigative Analytics: Deciphering the Mystery of Data-Driven Decision Making
Investigative Analytics: Deciphering the Mystery of Data-Driven Decision Making
Investigative Analytics: Deciphering the Mystery of Data-Driven Decision Making
Investigative Analytics: Deciphering the Mystery of Data-Driven Decision Making
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Investigative Analytics: Deciphering the Mystery of Data-Driven Decision Making

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  • http://www.flickr.com/photos/polkadotcreations/4639752002/sizes/l/in/photostream/
  • Originial Source: http://www.slideshare.net/epublishmedia/make-quality-content-count-with-web-analytics-highedweb-2011
  • Transcript of "Investigative Analytics: Deciphering the Mystery of Data-Driven Decision Making "

    1. 1. Investigative Analytics : Deciphering the Mystery of Data-Driven Decision MakingAnn Oleson, Converge Consulting Jay Kelly, Converge Consulting
    2. 2. Someone sleeping in class
    3. 3. Who’s on First?http://www.youtube.com/watch?v=BopgWulwfGo
    4. 4. What is Web Analytics ?
    5. 5. “• Web analytics is the study of online behavior in order to improve it. Wikipedia
    6. 6. “•• The analysis of qualitative and quantitative data from your website and the competition, to drive a continual improvement of the online experience that your [audiences, and potential audiences] have, which translates into your desired outcomes (online and offline). Avinash Kaushik• Author, Web Analytics: An Hour A Day
    7. 7. •• “ Google analytics is the enterprise class web analytics solution that gives you insights into your website traffic and marketing effectiveness. In a word it is your new BFF! Elizabeth Scarborough• CEO and Partner, Simpson Scarborough
    8. 8. What are your biggest analytics challenges?
    9. 9. Measurementroadblocks • Not knowing what numbers matter • Looking for answers in the wrong places
    10. 10. Web analyticsis a process, not a tool.
    11. 11. Web Analytics:A Continuous Process • is a process, • not a tool.
    12. 12. Primary web analytics tasks • Measure quantitative and qualitative data • Continuously improve your website • Align your measurement strategy with your organizational strategy • What other things are you using web analytics for?
    13. 13. Who has a dashboard?
    14. 14. Web analytics doesnt start here
    15. 15. Create a plan http://www.dilbert.com/strips/comic/2011-10-30/http://www.flickr.com/photos/foxypar4/2168375264/
    16. 16. Who has a webanalytics plan?
    17. 17. Web analytics process Original Source:http://www.slideshare.net/epublishmedia/make-quality-content-count-with-we
    18. 18. Web Analytics Framework1 Business Objectives2 Website Goals Key Performance3 Indicators (KPIs)4 Targets5 Segments
    19. 19. Web Analytics Framework1 Business Objectives2 Website Goals3 Key Performance What is the purpose of Indicators (KPIs) your website?4 Targets5 Segments
    20. 20. Web Analytics Framework1 Business Objectives2 Website Goals What actions do you Key Performance3 Indicators (KPIs) want people to take on your website?4 Targets5 Segments
    21. 21. Web Analytics Framework1 Business Objectives2 Website Goals What relevant web metrics can be used Key Performance3 Indicators (KPIs) to measure your website goals over4 Targets time?5 Segments
    22. 22. Web Analytics Framework1 Business Objectives2 Website Goals3 Key Performance How do you rate Indicators (KPIs) success?4 Targets5 Segments
    23. 23. Web Analytics Framework1 Business Objectives2 Website Goals What visitor attributes Key Performance3 Indicators (KPIs) will provide meaningful insights?4 Targets5 Segments
    24. 24. Group Exercise
    25. 25. 29
    26. 26. CASE STUDY visitordimensions & website behaviors
    27. 27. Understanding visitor dimensions & website behaviors
    28. 28. Buckets of traffic Visitors who come directly to the Direct website using the domain name. By default, GA tracks 20+ differentSearch engines search engines. Links that appear on Referrals other websites. Campaigns Custom! You decide.
    29. 29. Is your Internal Traffic segmentedfrom your External Traffic?
    30. 30. Do you have a customized dashboard that is sharedmonthly with specific individuals on campus?
    31. 31. Custom Reports• Content Efficiency Analysis • Content analysis jump-start• Visitor Acquisition Efficiency Analysis • Assess leads across all streams of traffic• Keyword Analysis • Assess search terms that drive relevant traffic
    32. 32. Custom Reports36
    33. 33. Content Efficiency: Actions• Define KPI targets, evaluate trends • Pageviews, unique visits, time on page, goal completion• Explore navigation summary • Define target pageviews for previous pages • Optimize destination pages for desired content• Conduct user research to understand motivating factors for completing inquiry form (e.g., course information)• Assess Top Conversion Paths to optimize content and communications for performing mediums
    34. 34. 38
    35. 35. 39
    36. 36. Custom Reports40
    37. 37. Visitor Acquisition: Actions • Optimize for top sources and mediums driving inquiries • Example: colleges.collegetoolkit.com (27% conversion rate) • Evaluate key sources and mediums with low inquiry form conversions • Example: google.com / cpc (0.19% conversion rate) • Use social media to drive traffic • Publish valuable and relevant content for lead generation41
    38. 38. Custom Reports42
    39. 39. Keywords: Actions • Identify high-performance keywords • Focus on long-tail, non-brand keywords • Evaluate bounce rate, time on site, and goal completion based on targets to assess visitor and content relevance • Drill-down to assess keywords by source and medium43
    40. 40. SEO Report
    41. 41. Advanced Segmentation (Custom) • Visits without conversions • Unengaged users • Social media visits • Non social media visits • Leads • Highly engaged users45
    42. 42. Advanced Segmentation (Goals) • Visit duration • Pages / Visit • YouTube Page • Twitter Page • LinkedIn Page • Facebook Page • Email admissions@.edu • Complete inquiry form46
    43. 43. Advanced Segments47
    44. 44. Segment: Inquiry Form Completion • What is the top content for converting visitors?48
    45. 45. Segment: Inquiry Form Completion • What content engages and converts?49
    46. 46. Segment: Social Media Visits • What content drives social traffic?50
    47. 47. Social Report
    48. 48. Recommendations • Define targets for all success metrics (KPIs) and assess trends • Define goal values for all analytics goals to assess goal values • Focus analytics analysis on external traffic only • Conduct a user survey to assess content needs for converting traffic—answer “Why?”52
    49. 49. Recommendations (cont.) • Optimize marketing and communication for top conversion paths • Optimize content for top sources and mediums • Assess long-tail, non-brand keywords for SEO content opportunities • Use advanced segments with standard reports to provide context53
    50. 50. Questions?
    51. 51. Content reports
    52. 52. All Pages
    53. 53. Navigation
    54. 54. Landing Pages
    55. 55. Exit Pages
    56. 56. Site Search
    57. 57. Site Search
    58. 58. Introduction to goals,funnels, and conversions.
    59. 59. Types of goals Goal completed when visitorURL destination views defined URL Goal completed when visitor spends Time on site X amount of time on site Goal completed when visitor views Pages / visit X number of pages on site Goal completed when visitor takes Event a predefined action
    60. 60. Sample website goals Download a PDF Brochure, student handbook, PPT View specific Application confirmation, login page, webpage event registration Feedback form, inquiry form, newsletter Complete a form sign-up form Add a blog comment, completing aVisitor engagement survey, rating an article
    61. 61. Goal Reports
    62. 62. Goals Report
    63. 63. Reverse Goal Path
    64. 64. Bounce Rate for Landing Pages
    65. 65. Site Metric Definition Type Visit Also known as session Acquisition Number of people that visited the site in theUnique visitors Acquisition reporting periodPages per visit Total # of pageviews / total visit EngagementAvg. time on site Total time spent on site / total #visits Engagement % of visits generated by people who have not % New Visits Acquisition visited site before Bounce rate % of single page visits Engagement
    66. 66. Conversion metrics Conversion rate # outcomes / total # visits Per visit goal Revenue from outcomes # value / total # visitsAbandonment rate % of Abandoned Funnels
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