International Web Analytics: A Monkey-free Framework

639 views

Published on

Don't be a monkey! Listen. See. Talk.
Effective Web Analytics sits on top of a solid framework: here is one for any website, with an International "touch".

Published in: Marketing, Technology, Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
639
On SlideShare
0
From Embeds
0
Number of Embeds
65
Actions
Shares
0
Downloads
10
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide
  • We don’t listen, we don’t see, we don’t talk
  • Or all of them
  • With their mouse movements
  • Clicks
  • We can even see where their attention was and how far they scrolled into the page
  • Data don’t lie, but often hide the truth…
  • With split testing, for instance
  • Even tests lie… split testing with control variants
  • I heard an innumerable amount of times that content is king..
  • We are all obsessed with conversion rate, conversions,
  • But if we look a bit closer
  • Develop your checklist
  • Our customers/clients don’t use this anymore…
  • our world has changed!
  • Stop tracking visits and start tracking users!
  • Stop tracking visits and start tracking users!
  • We need a system with flexible keys, that captures every customer and consolidates all data once they are not unknown anymore. Some players in the marketing automation area are already doing that: Silverpop, for instance
  • Take Google Analytics alone… 231 metrics and 137 dimensions
  • Stop tracking visits and start tracking users!
  • Stop tracking visits and start tracking users!
  • But we forget one thing: our goals! BTW, this is a word bundle of those dimension and metrics’ first word…
  • Key Performance Indicators
  • Soft indicators
  • Use engagement hits: but be wary of the 500 hits per session limit
  • So, time on site is now 2.38. It was 25 secs
  • So choose your model carefully: 5 steps
  • Chances are you aren’t!
  • Don’t worry: it’s not hard. If you know ho to switch this, you’ve already done half of the job
  • Don’t worry: it’s not hard. If you know ho to switch this, you’ve already done half of the job
  • Don’t worry: it’s not hard. If you know ho to switch this, you’ve already done half of the job
  • Don’t worry: it’s not hard. If you know ho to switch this, you’ve already done half of the job
  • Stop tracking visits and start tracking users!
  • You can stream them throughout the office
  • And if you really want to be a monkey, be a mighty gorilla!
  • Thank you.
  • International Web Analytics: A Monkey-free Framework

    1. 1. International Web Analytics A Monkey-free Framework @dSmulevich
    2. 2. We never had so much data at our disposal…
    3. 3. …and no one can say we don’t put it to good use
    4. 4. WHY?
    5. 5. WE DON’T LISTEN
    6. 6. Our users are already telling us what we need to know
    7. 7. Don’t forget to test your assumptions
    8. 8. A/B
    9. 9. AA/BB
    10. 10. A little birdie told me that…
    11. 11. CONTENT
    12. 12. So why don’t we track how people engage with our content?
    13. 13. CLICKS DOWNLOADS VIDEO PLAYS VIDEO ENGAGEMENT SIGNUPS LOGINS CALLS SHARING BUTTONS INTERACTIONS SCROLLING
    14. 14. CONVERSIONS
    15. 15. MICRO--CONVERSIONS
    16. 16. Apply it to all other countries
    17. 17. We track things like we were in the 1980s
    18. 18. Use Universal Analytics for crossdevice measurement
    19. 19. Add a hidden field to the registration form to hold the client ID Tell Google to override their internal user ID and start using yours
    20. 20. Page A Page B Registers Page C Page A Page B Logs in Page C
    21. 21. “User 1” Page A Page B Registers Page C “User 3” Page A “User 2” Page B Logs in Page C
    22. 22. WE DON’T SEE
    23. 23. We went to the barricades for keyword data
    24. 24. As if we didn’t have enough data
    25. 25. 231 137
    26. 26. Sometimes you have to work harder to get them…
    27. 27. …but that doesn’t mean that they are out of reach
    28. 28. BUT I ONLY GET 90 DAYS WORTH OF DATA…
    29. 29. Use a Python script to automatically download webmaster tools search queries data
    30. 30. BUT THEY ARE ONLY THE TOP QUERIES!
    31. 31. If you use subdomains or subfolders for your international structure, create a profile for each of them
    32. 32. Don’t lose track of your goals…
    33. 33. …so that you know when you need to act, rather than react
    34. 34. KPIs
    35. 35. KPIs
    36. 36. BOUNCE RATE
    37. 37. BOUNCE RATE
    38. 38. TIME ON SITE
    39. 39. TIME ON SITE
    40. 40. And they are also misleading
    41. 41. Time on Site
    42. 42. Business Objective Effective Marketing Goal Build a customer database KPI Number of new signups per month KPI Target 200 per month Segmented KPI Number of new signups per month by channel
    43. 43. They say that you have to spend money to make money…
    44. 44. “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” John Wanamaker (1838-1922)
    45. 45. …but how do you attribute revenues to the right channels?
    46. 46. 1 2 3 4 5 6 7 8 SEO 9 10 10+ PPC EMAIL DIRECT
    47. 47. 1 2 3 4 5 6 7 8 SEO 9 10 10+ PPC EMAIL DIRECT
    48. 48. SEO PPC EMAIL DIRECT
    49. 49. SEO PPC EMAIL DIRECT
    50. 50. SEO PPC EMAIL DIRECT
    51. 51. SEO PPC EMAIL DIRECT
    52. 52. SEO PPC EMAIL DIRECT
    53. 53. Resist the temptation to apply the same model to all countries
    54. 54. WE DON’T TALK
    55. 55. We work in silos
    56. 56. How can we learn from each other?
    57. 57. Start with giving each other visibility
    58. 58. Always create a profile view with a filter to attach the hostname to the request URI
    59. 59. Share data with the relevant stakeholders
    60. 60. Don’t lock it away!
    61. 61. Combine multiple data sources into real time business dashboards
    62. 62. KPIs PIs
    63. 63. LISTEN. SEE. TALK.
    64. 64. LISTEN. SEE. TALK.
    65. 65. LISTEN. SEE. TALK.
    66. 66. LISTEN. SEE. TALK.
    67. 67. Thank you.

    ×